Marketing 14th Edition Kerin Test Bank
Product details:
- ISBN-10 : 9781259924040
- ISBN-13 : 978-1259924040
- Author: Roger A. Kerin
Marketing, 14th Edition is the most robust principles of marketing solution available, meeting the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. Their decades of combined experience in the higher education classroom continue to inform the authors’ innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs, in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make Marketing, 14th Edition the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.
Table contents:
PART 1: DEFINING MARKETING AND MARKETING PROCESS
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX
6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
13. Personal Selling and Sales Promotion
14. Direct, Online, Social Media, and Mobile Marketing
PART 4: EXTENDING MARKETING
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics
Appendix 1: Company Cases
Appendix 2: Marketing Plan
Appendix 3: Marketing by the Numbers
Appendix 4: Careers in Marketing
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