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Author:Louis,David
CONTEMPORARY MARKETING, Seventeenth Edition, is the proven, premier teaching and learning resource for foundational marketing courses. The authors provide thorough coverage of essential marketing principles, exploring all components of the marketing mix, and providing practical guidance to help students prepare for successful marketing careers. This trusted text continues to grow stronger with each groundbreaking new edition, preserving what has made previous editions perennial best-sellers, while adding innovative new features and up-to-date information on current trends, topics, research, and best practices in this ever-evolving field. Because it is so technologically advanced, student-friendly, instructor-supported, and more relevant than ever, CONTEMPORARY MARKETING, Seventeenth Edition, remains in a class by itself.
Contemporary Marketing 17th Table of contents:
Part 1. Designing Customer-Oriented Marketing Strategies
Chapter 1. Marketing: The Art and Science of Satisfying Customers
What Is Marketing?
A Definition of Marketing
Today’s Global Marketplace
Five Eras in the History of Marketing
The Production Era
The Sales Era
The Marketing Era
The Relationship Era
The Social Era
Converting Needs to Wants
Avoiding Marketing Myopia
Extending the Traditional Boundaries of Marketing
Marketing in Not-For-Profit Organizations
Characteristics of Not-For-Profit Marketing
Nontraditional Marketing
Person Marketing
Place Marketing
Cause Marketing
Event Marketing
Organization Marketing
From Transaction-Based Marketing to Relationship Marketing
Using Social Marketing to Build Relationships
Converting New Customers to Advocates
Developing Partnerships and Strategic Alliances
Costs and Functions of Marketing
Ethics and Social Responsibility: Doing Well by Doing Good
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 2. Strategic Planning in Contemporary Marketing
Marketing Planning: The Basis for Strategy and Tactics
Strategic Planning Versus Tactical Planning
Planning at Different Organizational Levels
Steps in the Marketing Planning Process
Defining the Organization’s Mission and Objectives
Assessing Organizational Resources and Evaluating Environmental Risks and Opportunities
Formulating, Implementing, and Monitoring a Marketing Strategy
Successful Strategies: Tools and Techniques
Porter’s Five Forces Model
First Mover and Second Mover Strategies
Swot Analysis
The Strategic Window
Elements of a Marketing Strategy
The Target Market
Marketing Mix Variables
The Marketing Environment
Methods for Marketing Planning
Business Portfolio Analysis
The BCG Matrix
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 3. The Marketing Environment, Ethics, and Social Responsibility
Environmental Scanning and Environmental Management
The Competitive Environment
Types of Competition
Developing a Competitive Strategy
Time-Based Competition
The Political–Legal Environment
Government Regulation
Government Regulatory Agencies
Other Regulatory Forces
Controlling the Political–Legal Environment
The Economic Environment
Stages in the Business Cycle
The Global Economic Crisis
Inflation and Deflation
Resource Availability
The International Economic Environment
The Technological Environment
Applying Technology
The Social–Cultural Environment
Consumerism
Ethical Issues in Marketing
Ethics in Marketing Research
Ethics in Product Strategy
Ethics in Distribution
Ethics in Promotion
Ethics in Pricing
Social Responsibility in Marketing
Marketing’s Responsibilities
Marketing and the Environment
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Ethics Questionnaire Answers
Chapter 4. Social Media: Living in the Connected World
What Is Social Media?
Social Media Platforms
Social Media Tools
Why Should Marketers Turn to Social Media?
How Consumers and Businesses Use Social Media
Consumer Behavior
Business Behavior
Not-For-Profit Organizations
Creating a Social Media Marketing Plan
Goals and Strategies of a Social Media Marketing Plan
Setting Goals
Targeting the Audience
Developing Strategies and Choosing Tactics
Producing Content and Implementing the Plan
Creating Content
Implementing the Plan
Rules of Engagement for Social Media
Monitoring, Measuring, and Managing the SMM Campaign
Monitoring and Measuring
Managing
Ethical and Legal Issues
Workplace Ethics
Be Honest
Respect Privacy
Be Accountable
Careers in Social Media Marketing
Types of Jobs
Tips for Landing a Job in Social Media Marketing
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 5. E-Business: Managing the Customer Experience
The Digital World
E-Business and E-Marketing
Opportunities of E-Marketing
Web Business Models
B2B E-Marketing
Proprietary B2B Transactions
E-Procurement on Open Exchanges
B2C E-Marketing
Electronic Storefronts
Benefits of B2C E-Marketing
Online Buyers and Sellers
Challenges in E-Business and E-Marketing
Safety of Online Payment
Privacy Issues
Fraud and Scams
Site Design and Customer Service
Channel Conflicts and Copyright Disputes
Marketing and Web Communication
Online Communities
Blogs And Podcasts
Promotions on the Web
Building an Effective Web Presence
Successful Site Development
Establishing Goals
Implementation and Interest
Pricing and Maintenance
Assessing Site Effectiveness
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 1: Designing Customer-Oriented Marketing Strategies: Scripps Networks Interactive & Food Network
Chapter 6. Consumer Behavior
Interpersonal Determinants of Consumer Behavior
Cultural Influences
Social Influences
Family Influences
Personal Determinants of Consumer Behavior
Needs and Motives
Perceptions
Attitudes
Learning
Self-Concept Theory
The Consumer Decision Process
Problem or Opportunity Recognition
Search
Evaluation of Alternatives
Purchase Decision and Purchase Act
Postpurchase Evaluation
Classifying Consumer Problem-Solving Processes
Routinized Response Behavior
Limited Problem Solving
Extended Problem Solving
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 7. Business-to-Business (B2B) Marketing
Nature of the Business Market
Components of the Business Market
B2B Markets: The Internet Connection
Differences In Foreign Business Markets
Segmenting B2B Markets
Segmentation By Demographic Characteristics
Segmentation By Customer Type
Segmentation By End-use Application
Segmentation By Purchase Categories
Characteristics of the B2B Market
Geographic Market Concentration
Sizes and Numbers of Buyers
The Purchase Decision Process
Buyer–Seller Relationships
Evaluating International Business Markets
Business Market Demand
Derived Demand
Volatile Demand
Joint Demand
Inelastic Demand
Inventory Adjustments
The Make, Buy, or Lease Decision
The Rise of Offshoring and Outsourcing
Problems With Offshoring and Outsourcing
The Business Buying Process
Influences on Purchase Decisions
Model of the Organizational Buying Process
Classifying Business Buying Situations
Analysis Tools
The Buying Center Concept
Buying Center Roles
International Buying Centers
Developing Effective Business-to-Business Marketing Strategies
Challenges of Government Markets
Challenges of Institutional Markets
Challenges of International Markets
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 8. Global Marketing
The Importance of Global Marketing
Service and Retail Exports
Benefits of Going Global
The International Marketing Environment
International Economic Environment
International Social–Cultural Environment
International Technological Environment
International Political–Legal Environment
Trade Barriers
Dumping
Multinational Economic Integration
Gatt and the World Trade Organization
The Nafta Accord
The Free Trade Area of the Americas and CAFTA-DR
The European Union
Going Global
Strategies for Entering Foreign Markets
Importing and Exporting
Contractual Agreements
International Direct Investment
From Multinational Corporation to Global Marketer
Developing An International Marketing Strategy
International Product and Promotional Strategies
International Distribution Strategy
Pricing Strategy
Countertrade
The United States as a target for International Marketers
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 2: Understanding Buyers and Markets: Scripps Networks Interactive & Food Network
Chapter 9. Market Segmentation, Targeting, and Positioning
Types of Markets
The Role of Market Segmentation
Criteria for Effective Segmentation
Segmenting Consumer Markets
Geographic Segmentation
Using Geographic Segmentation
Geographic Information Systems (GISs)
Demographic Segmentation
Segmenting by Gender
Segmenting by Age
Segmenting by Ethnic Group
Segmenting by Family Lifecycle Stages
Segmenting by Household Type
Segmenting by Income and Expenditure Patterns
Demographic Segmentation Abroad
Psychographic Segmentation
What Is Psychographic Segmentation?
VALS™
Using Psychographic Segmentation
Product-Related Segmentation
Segmenting by Benefits Sought
Segmenting by Usage Rates
Segmenting by Brand Loyalty
Using Multiple Segmentation Bases
The Market Segmentation Process
Develop a Relevant Profile for Each Segment
Forecast Market Potential
Forecast Probable Market Share
Select Specific Market Segments
Strategies for Reaching Target Markets
Undifferentiated Marketing
Differentiated Marketing
Concentrated Marketing
Micromarketing
Selecting and Executing a Strategy
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 10. Marketing Research in the Era of Big Data
The Marketing Research Function
How Marketing Research Has Evolved
Who Conducts Marketing Research?
Marketing Intelligence
Competitive Intelligence
Data Mining and Predictive Analytics
Key Performance Indicators
The Marketing Research Process
Define the Problem
Conduct Exploratory Research
Formulate a Hypothesis
Create a Research Design
Collect Data
Interpret and Present Research Data
Data Collection in the Marketing Process
Secondary Data Collection
Sampling Techniques
Primary Research Methods
Observation Method
Interpretive Research
Survey Methods
Experimental Method
Conducting International Marketing Research
Interpretive Research
Ethnographic Studies
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms you Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 11. Relationship Marketing and Customer Relationship Management (CRM)
The Shift from Transaction-based Marketing to Relationship Marketing
Elements of Relationship Marketing
Internal Marketing
Levels of Relationship Marketing
Level One: Focus on Price
Level Two: Social Interactions
Level Three: Interdependent Partnership
Enhancing Customer Satisfaction
Understanding Customer Needs
Obtaining Customer Feedback and Ensuring Satisfaction
Building Buyer–Seller Relationships
How Marketers Keep Customers
Database Marketing
Customers as Advocates
Customer Relationship Management
Benefits of CRM
Problems With CRM
Retrieving Lost Customers
Buyer–Seller Relationships in Business-to-Business Markets
Choosing Business Partners
Types of Partnerships
Cobranding and Comarketing
Improving Buyer–Seller Relationships in Business-to-Business Markets
National Account Selling
Business-to-Business Databases
Electronic Data Interchange and Web Services
Vendor-Managed Inventory
Managing the Supply Chain
Business-to-Business Alliances
Evaluating Customer Relationship Programs
Sales Forecasting
Qualitative Forecasting Techniques
Quantitative Forecasting Techniques
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 3: Target Market Selection: Scripps Networks Interactive & Food Network
Chapter 12. Product and Service Strategies
What Is a Product?
What Are Goods and Services?
Importance of the Service Sector
Classifying Goods and Services for Consumer and Business Markets
Types of Consumer Products
Classifying Consumer Services
Applying the Consumer Products Classification System
Types of Business Products
Installations
Accessory Equipment
Component Parts and Materials
Raw Materials
Supplies
Business Services
Quality as a Product Strategy
Worldwide Quality Programs
Benchmarking
Quality of Services
Development of Product Lines
Desire to Grow
Enhancing the Company’s Market Position
The Product Mix
Product Mix Width
Product Mix Length
Product Mix Depth
Product Mix Decisions
The Product Lifecycle
Introductory Stage
Growth Stage
Maturity Stage
Decline Stage
Extending The Product Lifecycle
Increasing Frequency of Use
Increasing the Number of Users
Finding New Uses
Changing Package Sizes, Labels, or Product Quality
Product Deletion Decisions
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 13. Developing and Managing Brand and Product Categories
Managing Brands for Competitive Advantage
Brand Loyalty
Types of Brands
Brand Equity
The Role of Category and Brand Management
Product Identification
Brand Names and Brand Marks
Trademarks
Developing Global Brand Names and Trademarks
Packaging
Brand Extensions
Brand Licensing
New-Product Planning
Product Development Strategies
The Consumer Adoption Process
Adopter Categories
Identifying Early Adopters
Organizing for New-Product Development
The New-Product Development Process
Screening
Business Analysis
Development
Test Marketing
Commercialization
Product Safety and Liability
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms you need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 4: Product Decisions: Scripps Networks Interactive &Food Network
Chapter 14. Marketing Channels and Supply Chain Management
The Role of Marketing Channels in Marketing Strategy
Types of Marketing Channels
Direct Selling
Channels Using Marketing Intermediaries
Dual Distribution
Reverse Channels
Channel Strategy Decisions
Selection of a Marketing Channel
Determining Distribution Intensity
Who Should Perform Channel Functions?
Channel Management and Leadership
Channel Conflict
Achieving Channel Cooperation
Vertical Marketing Systems
Corporate and Administered Systems
Contractual Systems
Logistics and Supply Chain Management
Radio Frequency Identification
Enterprise Resource Planning
Logistical Cost Control
Physical Distribution
The Problem of Suboptimization
Customer Service Standards
Transportation
Major Transportation Modes
Freight Forwarders and Supplemental Carriers
Intermodal Coordination
Warehousing
Inventory Control Systems
Order Processing
Protective Packaging and Materials Handling
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 15. Retailers, Wholesalers, and Direct Marketers
Retailing
Evolution of Retailing
Retailing Strategy
Selecting a Target Market
Merchandising Strategy
Customer Service Strategy
Pricing Strategy
Location/Distribution Strategy
Promotional Strategy
Store Atmospherics
Types of Retailers
Classification of Retailers by Form of Ownership
Classification by Shopping Effort
Classification by Services Provided
Classification by Product Lines
Classification of Retail Transactions by Location
Retail Convergence and Scrambled Merchandising
Wholesaling Intermediaries
Functions of Wholesaling Intermediaries
Types of Wholesaling Intermediaries
Retailer-Owned Cooperatives and Buying Offices
Direct Marketing and Other Nonstore Retailing
Direct Mail
Direct Selling
Direct-Response Retailing
Telemarketing
Internet Retailing
Automatic Merchandising
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 5:Distribution Decisions: Scripps Networks Interactive &Food Network
Chapter 16. Integrated Marketing Communications, Advertising, and Public Relations
Integrated Marketing Communications
Importance of Teamwork
Role of Databases in Effective Imc Programs
The Communication Process
Elements of the Promotional Mix
Personal Selling
Nonpersonal Selling
Advertising
Product Placement
Sales Promotion
Direct Marketing
Public Relations
Guerrilla Marketing
Advantages and Disadvantages of Types of Promotion
Sponsorships
Advertising
Types Of Advertising
Objectives of Advertising
Advertising Strategies
Comparative Advertising
Celebrity Testimonials
Retail Advertising
Interactive Advertising
Creating an Advertisement
Translating Advertising Objectives Into Advertising Plans
Advertising Messages
Advertising Appeals
Fear Appeals
Humor In Advertising Messages
Ads Based on Sex
Developing and Preparing Ads
Creating Interactive Ads
Media Selection and Scheduling
Television
Radio
Newspapers
Magazines
Direct Mail
Outdoor Advertising
Interactive Media
Media Scheduling
Public Relations
Publicity
Cross-Promotion
Ethics and Promotional Strategies
Promotional Mix Effectiveness
Nature of The Market
Nature of The Product
Stage in the Product Lifecycle
Price
Funds Available For Promotion
Evaluating Promotional Effectiveness
Measuring Advertising Effectiveness
Media and Message Research
Measuring Public Relations Effectiveness
Evaluating Interactive Media
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 17. Personal Selling and Sales Promotion
The Evolution of Personal Selling
The Four Sales Channels
Over-the-Counter Selling
Field Selling
Telemarketing
Inside Selling
Integrating the Various Selling Channels
Trends in Personal Selling
Relationship Selling
Consultative Selling
Team Selling
Sales Tasks
Order Processing
Creative Selling
Missionary Selling
The Sales Process
Prospecting and Qualifying
Approach
Presentation
Demonstration
Handling Objections
Closing
Follow-Up
Managing the Sales Effort
Recruitment and Selection
Training
Organization
Supervision
Motivation
Compensation
Evaluation and Control
Ethical Issues in Sales
Sales Promotion
Consumer-Oriented Sales Promotions
Trade-Oriented Promotions
Trade Allowances
Point-of-Purchase Advertising
Trade Shows
Dealer Incentives, Contests, and Training Programs
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 6: Promotional Decisions: Scripps Networks Interactive &Food Network
Chapter 18. Pricing Concepts
Pricing and the Law
Robinson-Patman Act
Unfair-Trade Laws
Fair-Trade Laws
Pricing Objectives and the Marketing Mix
Profitability Objectives
Volume Objectives
Prestige Objectives
Pricing Objectives of Not-for-Profit Organizations
Methods for Determining Prices
Price Determination in Economic Theory
Cost and Revenue Curves
The Concept of Elasticity in Pricing Strategy
Practical Problems of Price Theory
Price Determination in Practice
Alternative Pricing Procedures
Breakeven Analysis
The Modified Breakeven Concept
Yield Management
Global Issues in Price Determination
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Chapter 19. Pricing Strategies
Pricing Strategies
Skimming Pricing Strategy
Penetration Pricing Strategy
Competitive Pricing Strategy
Price Quotations
Reductions from List Price
Geographic Considerations
Pricing Policies
Psychological Pricing
Price Flexibility
Product-Line Pricing
Promotional Pricing
Price–Quality Relationships
Competitive Bidding and Negotiated Prices
Negotiating Prices Online
The Transfer Pricing Dilemma
Global Considerations and Online Pricing
Traditional Global Pricing Strategies
Characteristics of Online Pricing
Bundle Pricing
Review of Chapter Objectives
Assessment Check: Answers
Marketing Terms You Need to Know
Assurance of Learning Review
Projects and Teamwork Exercises
Critical-Thinking Exercises
Ethics Exercise
Internet Exercises
Part 7: Pricing Decisions: Scripps Networks Interactive & Food Network
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