Test Bank for Marketing, 5th Edition, Dhruv Grewal, Michael Levy Shirley Lichti

Test Bank for Marketing, 5th Edition, Dhruv Grewal, Michael Levy, Shirley Lichti,

Table of Contents

SECTION ONE Assessing the Marketplace
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
Appendix 2A: Writing a Marketing Plan
3 Analyzing the Marketing Environment

SECTION TWO Understanding the Marketplace
4 Consumer Behaviour
5 Business-to-Business Marketing

SECTION THREE Targeting the Marketplace
6 Segmentation, Targeting, and Positioning
7 Marketing Research
Appendix 7A: Using Secondary Data to Assess Customer Lifetime Value (CLV)

SECTION FOUR Value Creation
8 Developing New Products
9 Product, Branding, and Packaging Decisions
10 Services: The Intangible Product

SECTION FIVE Transacting Value
11 Pricing Concepts and Strategies: Establishing Value

SECTION SIX Value Delivery: Designing the Distribution Channel and Supply Chain
12 Distribution Channels
13 Retailing and Omnichannel Marketing

SECTION SEVEN Value Communication
14 Integrated Marketing Communications
Appendix 14A: Social and Mobile Media
15 Advertising, Sales Promotions, and Personal Selling

SECTION EIGHT Marketing in the Global Environment
16 Global Marketing
17 Ethics and Socially Responsible Marketing