Marketing, 11e Roger A. Kerin test bank
Table of Content
Chapter 1: Creating Customer Relationships and Value Through Marketing
Chapter2: Developing Successful Marketing and Organizational Strategies
APPENDIX A Building an Effective Marketing Plan
Chapter3: Scanning the Marketing Environment
Chapter4: Ethical and Social Responsibility in Marketing
Chapter5: Understanding Consumer Behavior
Chapter6: Understanding Organizations as Customers
Chapter7: Understanding and Reaching Global Consumers and Markets
Chapter8: Marketing Research: From Customer Insights to Actions
Chapter9: Market Segmentation, Targeting, and Positioning
Chapter10: Developing New Products and Services
Chapter11: Managing Successful Products, Services, and Brands
Chapter12: Services Marketing
Chapter13: Building the Price Foundation
Chapter14: Arriving at the Final Price
APPENDIX B Financial Aspects of Marketing
Chapter15: Managing Marketing Channels and Supply Chains
Chapter16: Retailing and Wholesaling
Chapter17: Integrated Marketing Communications and Direct Marketing
Chapter18: Advertising, Sales Promotion, and Public Relations
Chapter19: Using Social Media to Connect with Consumers
Chapter20: Personal Selling and Sales Management
Chapter21: Implementing Interactive and Multichannel Marketing
Chapter22: Pulling It All Together: The Strategic Marketing Process