Test Bank Marketing An Introduction 7th Canadian Edition by Philip Kotler
$24.99
Test Bank Marketing An Introduction 7th Canadian Edition by Philip Kotler
This is not a textbook. Please review the free sample before purchasing.
Format: Downloadable ZIP Fille
Resource Type: Test Bank (Testbank Files)
Duration: Unlimited downloads
Delivery: Instant Download
Product Description
Test Bank Marketing An Introduction 7th Canadian Edition by Philip Kotler
Today’s marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers.
ISBN-10: 0135356237
ISBN-13: 9780135356234
Philip Kotler (Author), Gary Armstrong (Author), Valerie Trifts (Author), Lilly Anne Buchwitz (Author)
Table of contents
Preface
Acknowledgements
Dedication
PART 1 Defining Marketing and the Marketing Process
1 Marketing: Creating Customer Value and Engagement
What Is Marketing?
Marketing Defined
The Marketing Process
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings—Products, Services, and Experiences
Customer Value and Satisfaction
MARKETING AT WORK 1.1 “Free your Fresh”: How Joe Fresh Is Creating Value for Its Customers
Exchanges and Relationships
Markets
Designing a Customer Value-Driven Marketing Strategy and Plan
Customer Value-Driven Marketing Strategy
Preparing an Integrated Marketing Plan and Program
Managing Customer Relationships and Capturing Customer Value
Engaging Customers and Managing Customer Relationships
Capturing Value from Customers
The Changing Marketing Landscape
The Digital Age: Online, Mobile, and Social Media Marketing
MARKETING AT WORK 1.2 Snickers Hungerithm: Engaging Customers in Real Time
The Growth of Not-for-Profit Marketing
Rapid Globalization
Sustainable Marketing—The Call for More Environmental and Social Responsibility
So, What Is Marketing? Pulling It All Together
Developing Skills for Your Career
Reviewing and Extending the Concepts
Discussion and Critical Thinking
Minicases and Applications
B2C Comprehensive Case: Snakes & Lattes
B2B Comprehensive Case: Business Development Bank of Canada (BDC)
2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Company-Wide Strategic Planning: Defining Marketing’s Role
Defining a Market-Oriented Mission
Setting Company Objectives and Goals
MARKETING AT WORK 2.1 Airbnb’s Mission: Belong Anywhere—Don’t Stay There. Live There.
Designing the Business Portfolio
Analyzing the Current Business Portfolio
The Boston Consulting Group Approach
Developing Strategies for Growth and Downsizing
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company Departments
Partnering with Others in the Marketing System
Marketing Strategy and the Marketing Mix
Customer Value-Driven Marketing Strategy
MARKETING AT WORK 2.2 Tesla: On a Fast Track from Upstart Nicher to Mass-Market Brand
Developing an Integrated Marketing Mix
Managing the Marketing Effort and Marketing Return on Investment
Managing the Marketing Effort
Measuring and Managing Marketing Return on Investment
Reviewing and Extending the Concepts
Discussion and Critical Thinking
Minicases and Applications
B2C Comprehensive Case: Snakes & Lattes
B2B Comprehensive Case: Business Development Bank of Canada (BDC)
PART 2 Understanding the Marketplace and Consumer Value
3 Analyzing the Marketing Environment
The Microenvironment and Macroenvironment
The Microenvironment
The Macroenvironment
The Demographic and Economic Environments
The Demographic Environment
The Economic Environment
The Natural and Technological Environments
The Natural Environment
The Technological Environment
MARKETING AT WORK 3.1 Patagonia’s “Conscious Consumption”—Telling Consumers to Buy Less
The Political–Social and Cultural Environments
The Political and Social Environment
The Cultural Environment
Responding to the Marketing Environment
MARKETING AT WORK 3.2 In the Social Media Age: When the Dialogue Gets Nasty
Reviewing and Extending the Concepts
Discussion and Critical Thinking
Minicases and Applications
B2C Comprehensive Case: Snakes & Lattes
B2B Comprehensive Case: Business Development Bank of Canada (BDC)
4 Managing Marketing Information to Gain Customer Insights
Marketing Information and Customer Insights
Marketing Information and Today’s “Big Data”
Managing Marketing Information
Assessing Information Needs and Developing Data
Assessing Marketing Information Needs
Developing Marketing Information
Marketing Research
Traditional Marketing Research in Transition
Defining the Problem and Research Objectives
Developing the Research Plan
Gathering Secondary Data
Primary Data Collection
MARKETING AT WORK 4.1 Behavioural and Social Targeting: Sophisticated Marketing or Just a Little Cre
Implementing the Research Plan
Interpreting and Reporting the Findings
Analyzing and Using Marketing Information
Customer Relationship Management (CRM)
Big Data, Marketing Analytics, and Artificial Intelligence
Distributing and Using Marketing Information
MARKETING AT WORK 4.2 Artificial Intelligence in Marketing: “A Bigger Deal Than Fire or Electricit
Other Marketing Information Considerations
Marketing Research in Small Businesses and Nonprofit Organizations
International Marketing Research
Public Policy and Ethics in Marketing Research
Reviewing and Extending the Concepts
Discussion and Critical Thinking
Minicases and Applications
B2C Comprehensive Case: Snakes & Lattes
B2B Comprehensive Case: Business Development Bank of Canada (BDC)
5 Understanding Consumer and Business Buyer Behaviour
Consumer Markets and Consumer Buyer Behaviour
What Is Consumer Behaviour?
Characteristics Affecting Consumer Behaviour
MARKETING AT WORK 5.1 Tapping Social Media Moms as Brand Ambassadors
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behaviour
The Buyer Decision Process for New Products
Stages in the Adoption Process
Individual Differences in Innovativeness
Influence of Product Characteristics on Rate of Adoption
Business Markets and Business Buyer Behaviour
Business Markets
Business Buyer Behaviour
Major Types of Buying Situations
Participants in the Business Buying Process
Major Influences on Business Buyers
The Business Buyer Decision Process
Problem Recognition
General Need Description
Product Specification
Supplier Search
Proposal Solicitation
Supplier Selection
Order-Routine Specification
Performance Review
Engaging Business Buyers with Digital and Social Marketing
E-Procurement and Online Purchasing
Business-to-Business Digital and Social Media Marketing
MARKETING AT WORK 5.2 GE: A Model for B-to-B Digital and Social Media Marketing
Reviewing and Extending the Concepts
Discussion and Critical Thinking
Minicases and Applications
B2C Comprehensive Case: Snakes & Lattes
B2B Comprehensive Case: Business Development Bank of Canada (BDC)
PART 3 Designing a Customer Value-Driven Strategy and Mix
6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Marketing Strategy
Market Segmentation
Segmenting Consumer Markets
MARKETING AT WORK 6.1 Mountain Dew: “Doin’ the Dew” with Brand Superfans
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation
Market Targeting
Evaluating Market Segments
Selecting Target Market Segments
Differentiation and Positioning
Positioning Maps
Choosing a Differentiation and Positioning Strategy
MARKETING AT WORK 6.2 ALDI’s Less-for-Much-Less Value Proposition: You Can’t Eat Frills, So Why
Communicating and Delivering the Chosen Position
Reviewing and Extending the Concepts
Discussion and Critical Thinking
Minicases and Applications
B2C Comprehensive Case: Snakes & Lattes
B2B Comprehensive Case: Business Development Bank of Canada (BDC)
7 Products, Services, and Brands: Building Customer Value
What Is a Product?
Products, Services, and Experiences
Levels of Product and Services
Product and Service Classifications
Product and Service Decisions
Individual Product and Service Decisions
MARKETING AT WORK 7.1 Brand Logo Makeovers for the Digital Age
Product Line Decisi