Principles of Contemporary Marketing 14th Edition Kurtz Test Bank

Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.

1. Marketing: The Art and Science of Satisfying Customers.

2. Strategic Planning in Contemporary Marketing.

3. The Marketing Environment, Ethics, and Social Responsibility.

4. E-Business: Managing the Customer Experience. Part II: UNDERSTANDING BUYERS AND MARKETS.

5. Consumer Behavior.

6. Business-to-Business (B2B) Marketing.

7. Global Marketing. Part III: TARGET MARKET SELECTION.

8. Marketing Research and Sales Forecasting.

9. Market Segmentation, Targeting, and Positioning.

10. Relationship Marketing and Customer Relationship Management (CRM). Part IV: PRODUCT DECISIONS.

11. Product and Service Strategies.

12. Developing and Managing Brand and Product Categories. Part V: DISTRIBUTION DECISIONS.

13. Marketing Channels and Supply Chain Management.

14. Retailers, Wholesalers, and Direct Marketers. Part VI: PROMOTIONAL DECISIONS.

15. Integrated Marketing Communications.

16. Advertising and Public Relations.

17. Personal Selling and Sales Promotion. Part VII: PRICING DECISIONS.

18. Pricing Concepts.

19. Pricing Strategies. Appendix A: Your Career in Marketing. Appendix B: Developing an Effective Marketing Plan. Appendix C: Financial Analysis in Marketing.

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