Essentials of Marketing 7th Edition Lamb Test Bank

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Product Details:

• ISBN-10 ‏ : ‎ 0538478349
• ISBN-13 ‏ : ‎ 978-0538478342
• Author: Charles W. Lamb, Joe F. Hair, Carl McDaniel 

Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, ESSENTIALS OF MARKETING, 7E by award-winning authors Lamb/Hair/McDaniel. This edition’s fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success.

Table of contents:

1. Pt 1: The World of Marketing
2. Ch 1: An Overview of Marketing
3. LO 1: What is Marketing?
4. LO 2: Marketing Management Philosophies
5. LO 3: Differences Between Sales and Market Orientations
6. LO 4: Why Study Marketing?
7. Review and Applications
8. Key Terms
9. Exercises
10. Case Study: Harmonix
11. Company Clips
12. Career Appendix
13. Ch 2: Strategic Planning for Competitive Advantage
14. LO 1: The Nature of Strategic Planning
15. LO 2: Defining the Business Mission
16. LO 3: Conducting a Situation Analysis
17. LO 4: Setting Marketing Plan Objectives
18. LO 5: Competitive Advantage
19. LO 6: Strategic Directions
20. LO 7: Describing the Target Market
21. LO 8: The Marketing Mix
22. LO 9: Following Up on the Marketing Plan
23. LO 10: Effective Strategic Planning
24. Review and Applications
25. Key Terms
26. Exercises
27. Case Study: Disney
28. Company Clips
29. Marketing Plan Outline: Appendix I
30. The E-Motion Software Marketing Plan: Appendix II
31. Ch 3: Ethics and Social Responsibility
32. LO 1: Determinants of a Civil Society
33. LO 2: The Concept of Ethical Behavior
34. LO 3: Ethical Behavior in Business
35. LO 4: Corporate Social Responsibility
36. LO 5: Arguments Against and for Corporate Social Responsibility (CSR)
37. LO 6: Cause-Related Marketing
38. Review and Applications
39. Key Terms
40. Exercises
41. Case Study: (Product) RED
42. Company Clips

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