Description
Test Bank for Contemporary Marketing 18th Edition Boone
Test Bank for Contemporary Marketing, 18th Edition, Louis E. Boone, David L. Kurtz, ISBN-10: 1337386812, ISBN-13: 9781337386814
Table of Contents
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.
5. Social Media: Living in the Connected World.
PART II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business Markets and Buying Behavior.
8. Global Marketing.
PART III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research.
PART IV: PRODUCT DECISIONS.
11. Product and Branding Concepts.
12. Developing and Managing Products.
PART V: PRICING DECISIONS.
13. Pricing Concepts.
14. Pricing Strategies.
PART VI: DISTRIBUTION DECISIONS.
15. Distribution Channels and Supply Chain Management.
16. Retailing and Direct Marketing.
PART VII: PROMOTIONAL DECISIONS.
18. Integrated Marketing Communications, Advertising, and Public Relations.
19. Personal Selling and Sales Promotion.
APPENDIX A: DEVELOPING AN EFFECTIVE MARKETING PLAN.
APPENDIX B: FINANCIAL ANALYSIS IN MARKETING.
