Marketing Management A Strategic Decision-Making Approach 8th Edition Mullins Test Bank

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Product Details:

• ISBN-10 ‏ : ‎ 0078028795
• ISBN-13 ‏ : ‎ 978-0078028793
• Author: John Mullins, Orville Walker 

Table of contents:

1. CHAPTER ONE The Marketing Management Process
2. Samsung—Building a Global Brand
3. New Competitive and Marketing Strategies
4. The Results
5. Marketing Challenges Addressed in Chapter 1
6. Why Are Marketing Decisions Important?
7. The Importance of the Top Line
8. Marketing Creates Value by Facilitating Exchange Relationships
9. What Factors Are Necessary for a Successful Exchange Relationship?
10. 1. Who Markets and Who Buys? The Parties in an Exchange
11. 2. Customer Needs and Wants
12. 3. What Gets Exchanged? Products and Services
13. 4. How Exchanges Create Value
14. 5. Defining a Market
15. What Does Effective Marketing Practice Look Like?
16. Marketing Management—A Definition
17. Integrating Marketing Plans with the Company’s Strategies and Resources
18. Market Opportunity Analysis
19. Formulating Strategic Marketing Programs
20. Formulating Strategic Marketing Programs for Specific Situations
21. Implementation and Control of the Marketing Program
22. The Marketing Plan—A Blueprint for Action
23. Who Does What?
24. Marketing Institutions
25. Who Pays the Cost of Marketing Activities—And Are They Worth It?
26. Room for Improvement in Marketing Efficiency
27. The Role of the Marketing Decision Maker
28. Some Recent Developments Affecting Marketing Management
29. Globalization
30. Increased Importance of Service
31. Information Technology
32. Relationships across Functions and Firms
33. Take-aways
34. Endnotes

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