Test Bank for Marketing 2014 17th Edition Pride and Ferrell 1133939252 9781133939252

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Perfect for students of all backgrounds and interest levels, Pride and Ferrell’s MARKETING 2014 combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. This popular, proven text and a full range of supplemental learning resources (including eLectures, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they’ll need to succeed in today’s competitive business environment. MARKETING 2014 includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has a new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalization, entrepreneurship, and marketing through transitional times.

Language: English
ISBN-10: 1133939252
ISBN-13: 978-1133939252
ISBN-13: 9781133939252

Author: William M. Pride, Ferrell

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Table of Content:

Part 1: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS.
1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
Part 2: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.
Part 3: MARKETING RESEARCH AND TARGET MARKET ANALYSIS.
5. Marketing Research and Information Systems.
6. Target Markets: Segmentation and Evaluation.
Part 4: CUSTOMER BEHAVIOR AND E-MARKETING.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.
10. Digital Marketing and Social Networking.
Part 5: PRODUCT DECISIONS.
11. Product Concepts.
12. Developing and Managing Products.
13. Services Marketing.
14. Branding and Packaging.
Part 6: DISTRIBUTION DECISIONS.
15. Marketing Channels and Supply-Chain Management.
16. Retailing, Direct Marketing, and Wholesaling.
Part 7: PROMOTION DECISIONS.
17. Integrated Marketing Communications.
18. Advertising and Public Relations.
19. Personal Selling and Sales Promotion.
Part 8: PRICING DECISIONS.
20. Pricing Concepts.
21. Setting Prices.

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