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Test Bank (Complete Download) for Marketing Essentials in Hospitality and Tourism: Foundations and Practices, Stowe Shoemaker, Margaret Shaw, ISBN-10: 0131708279, ISBN-13: 9780131708273, Instantly Downloadable Test Bank, Complete (ALL CHAPTERS) TestBank

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Test Bank for Marketing Essentials in Hospitality and Tourism: Foundations and Practices, Stowe Shoemaker, Margaret Shaw, ISBN-10: 0131708279, ISBN-13: 9780131708273

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Test Bank (Complete Download) for Marketing Essentials in Hospitality and Tourism: Foundations and Practices, Stowe Shoemaker, Margaret Shaw, ISBN-10: 0131708279, ISBN-13: 9780131708273, Instantly Downloadable Test Bank, Complete (ALL CHAPTERS) TestBank

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Table of Contents

Table of Contents

PART I: INTRODUCTION

1.      THE Concept of Marketing

2.      Marketing Services

3.      The Marketing Mix and the Product/Service Mix

4.      Relationship and Loyalty Marketing

5.      The Marketing Plan

PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6.      Strategic Marketing

7.      Competition and the Marketing Environment

8.      Understanding Individual Customers

9.      Understanding Organizational Customers

10.  Understanding Tourism Markets

PART III: FUNCTIONAL STRATEGIES

11.  Advertising, merchandising, and public Relations

12.  Personal Selling and Sales Promotions

13.  Differentiation, Segmentation, and Target Marketing

14.  Market Positioning and Branding

15.  The Pricing Decision

16.  Channels of Distribution