Test Bank for Marketing The Core 7th Edition Kerin Hartley 1259712362 9781259712364

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The 7th edition of Kerin/Hartley’s Marketing: The Core continues to meet the needs of a wide spectrum of faculty—from professors seeking a solid textbook with key supplements, to those seeking a top-notch integrated digital solution. Marketing: The Core focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions.

Language: : English
ISBN-10: 1259712362
ISBN-13: 978-1259712364
ISBN-13: 9781259712364

Author: Roger Kerin, Steven Hartley

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Table of Content:

Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility
Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets

Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning

Part 4 Satisfying Marketing Opportunities
9 Developing New Products and Services
10 Managing Successful Products, Services, and Brands
11 Pricing Products and Services
12 Managing Marketing Channels and Supply Chains
13 Retailing and Wholesaling
14 Integrated Marketing Communications and Direct Marketing
15 Advertising, Sales Promotion, and Public Relations
16 Using Social Media and Mobile Marketing to Connect with Consumers
17 Personal Selling and Sales Management

Part 5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing

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