Test Bank for Marketing: An Introduction, 12/E Gary Armstrong Philip Kotler

Test Bank for Marketing: An Introduction, 12/E, Gary Armstrong, Philip Kotler,,

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Table of Contents

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2

1 Marketing: Creating and Capturing Customer Value 2

2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64

3 Analyzing the Marketing Environment 64

4 Managing Marketing Information to Gain Customer Insights 96

5 Understanding Consumer and Business Buyer Behavior 130

PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 168

6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168

7 Products, Services, and Brands: Building Customer Value 200

8 New Product Development and Product Life-Cycle Strategies 236

9 Pricing: Understanding and Capturing Customer Value 264

10 Marketing Channels: Delivering Customer Value 302

11 Retailing and Wholesaling 334

12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366

13 Personal Selling and Sales Promotion 402

14 Direct, Online, Social Media, and Mobile Marketing 434

PART 4 EXTENDING MARKETING 466

15 The Global Marketplace 466

16 Sustainable Marketing: Social Responsibility and Ethics 494

Appendix 1 Company Cases 523

Appendix 2 Marketing Plan 557

Appendix 3 Marketing by the Numbers 569

Glossary 587

References 597

Index 623