Test bank for Marketing: An Introduction, 12/E 12th Edition : 0133451275

A Descriptive Test bank for Marketing: An Introduction, 12/E By Gary Armstrong Philip Kotler •

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS
1 Marketing: Creating and Capturing Customer Value
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Understanding Consumer and Business Buyer Behavior

PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
7 Products, Services, and Brands: Building Customer Value
8 New Product Development and Product Life-Cycle Strategies
9 Pricing: Understanding and Capturing Customer Value
10 Marketing Channels: Delivering Customer Value
11 Retailing and Wholesaling
12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
13 Personal Selling and Sales Promotion
14 Direct, Online, Social Media, and Mobile Marketing

PART 4 EXTENDING MARKETING
15 The Global Marketplace
16 Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Company Cases
Appendix 2 Marketing Plan
Appendix 3 Marketing by the Numbers