Test Bank for Marketing: Real People, Real Choices, 8th Edition, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

Test Bank for Marketing: Real People, Real Choices, 8th Edition, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

Table of Contents

PART I. Understand the Value Proposition
1. Welcome to the World of Marketing
2. Global, Ethical and Sustainable Marketing
3. Strategic Market Planning

PART II. Determine the Value Propositions Different Customers Want
4. Basics of the Market Research Process
5. Marketing Analytics: Welcome to the Era of Big Data!(6. Understand Consumer and Business Markets(7. Segmentation, Target Marketing and Positioning

PART III. Develop the Value Proposition for the Customer
8. Product I: Innovation and New Product Development
9. Product II: Product Strategy, Branding, and Product Management
10. Price: What is the Value Proposition Worth?

PART IV. Deliver and Communicate the Value Proposition
11. Deliver the Goods: Determine Distribution Strategy
12. Deliver the Customer Experience: Bricks and Clicks
13. Promotion I: Advertising, Sales Promotion, and Public Relations
14. Promotion II: Social Media, Direct/Database Marketing, and Personal

APPENDICES
APPENDIX 1. CAREERS IN MARKETING
APPENDIX 2. SAMPLE MARKETING PLAN