Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley

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Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley

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Description Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley Table of contents PART 1: INITIATING THE MARKETING PROCESS 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Organizational and Marketing Strategies Appendix A: Building an Effective Marketing Plan 3 Scanning the Marketing Environment 4 Ethical and Social Responsibility in Marketing PART 2: UNDERSTANDING BUYERS AND MARKETS 5 Understanding Consumer Behavior 6 Understanding Organizations as Customers 7 Understanding and Reaching Global Consumers and Markets PART 3: TARGETING MARKETING OPPORTUNITIES 8 Marketing Research: From Customer Insights to Actions 9 Market Segmentation, Targeting, and Positioning PART 4: SATISFYING MARKETING OPPORTUNITIES 10 Developing New Products and Services 11 Managing Successful Products, Services, and Brands 12 Services Marketing 13 Building the Price Foundation 14 Arriving at the Final Price Appendix B: Financial Aspects of Marketing 15 Managing Marketing Channels and Supply Chains 16 Retailing and Wholesaling 17 Integrated Marketing Communications and Direct Marketing 18 Advertising, Sales Promotion, and Public Relations 19 Using Social Media to Connect with Consumers 20 Personal Selling and Sales Management PART 5: MANAGING THE MARKETING PROCESS 21 Implementing Interactive and Multichannel Marketing 22 Pulling It All Together: The Strategic Marketing Process Appendix C: Planning a Career in Marketing Appendix D: Alternate Cases

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