Test Bank (Complete Download) for Principles of Marketing, 12/E, Philip R. Kotler, Gary Armstrong, ISBN-10: 0132390027, ISBN-13: 9780132390026, Instantly Downloadable Test Bank, Complete (ALL CHAPTERS) TestBank
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Table of Contents
Part 1â€“Defining Marketing and the Marketing ProcessÂ Â Â 2
1.Â Â Â Â Â Â Â Â Marketing:Â Managing Profitable Customer RelationshipsÂ Â Â 2
2.Â Â Â Â Â Â Â Â Company and Marketing Strategy:Â Partnering to Build Customer RelationshipsÂ Â Â 34
Part 2â€“Understanding the Marketplace and ConsumersÂ Â Â Â 62
3.Â Â Â Â Â Â Â Â The Marketing EnvironmentÂ Â Â 62
4.Â Â Â Â Â Â Â Â Managing Marketing InformationÂ Â Â 94
5.Â Â Â Â Â Â Â Â Consumer Markets and Consumer Buyer BehaviorÂ Â Â 128
6.Â Â Â Â Â Â Â Â Business Markets and Business Buyer BehaviorÂ Â Â 158
Part 3â€“Designing a Customer-Driven Strategy and Marketing MixÂ Â Â 182
7.Â Â Â Â Â Â Â Â Customer-Driven Marketing Strategy: Creativing Value for Target CustomersÂ Â Â 182
8.Â Â Â Â Â Â Â Â Product, Services, and Branding StrategiesÂ Â Â 216
9.Â Â Â Â Â Â Â Â New-Product Development and Life-Cycle StrategiesÂ Â Â 250
10.Â Â Â Â Â Â Pricing Products:Â Understanding and Capturing Customer ValueÂ Â Â 282
11.Â Â Â Â Â Â Pricing Products: Pricing StrategiesÂ Â Â 306
12.Â Â Â Â Â Â Marketing Channels and Supply Chain ManagementÂ Â Â 332
13.Â Â Â Â Â Â Retailing and WholesalingÂ Â Â 364
14.Â Â Â Â Â Â Communicating Customer Value: Integrated Marketing Communication StrategyÂ Â Â 396
15.Â Â Â Â Â Â Advertising and Public RelationsÂ Â Â 424
16.Â Â Â Â Â Â Personal Selling and Sales PromotionÂ Â Â 450
17.Â Â Â Â Â Â Direct and Online Marketing: Building Direct Customer RelationshipsÂ Â Â 478
Part 4â€“Extending MarketingÂ Â Â Â 514
18.Â Â Â Â Â Â Creating Competitive AdvantageÂ Â Â 514
19.Â Â Â Â Â Â The Global MarketplaceÂ Â Â 540
20.Â Â Â Â Â Â Marketing Ethics and Social ResponsibilityÂ Â Â 570
1.Â Â Â Â Â Â Â Â Marketing PlanÂ Â Â A-1
2.Â Â Â Â Â Â Â Â Marketing by the NumbersÂ Â Â A-11
3.Â Â Â Â Â Â Â Â Careers in MarketingÂ Â Â A-27