Test Bank for Marketing An Introduction 12th Edition by Gary Armstrong

Test Bank for Marketing An Introduction 12th Edition by Gary Armstrong and Philip Kotler.

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Test Bank for Marketing An Introduction 12th Edition by Gary Armstrong

Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.
The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.
My Marketing Lab for Marketing: An Introduction is a total learning package. My MarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.

Table of Contents

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS  

1 Marketing: Creating and Capturing Customer Value

2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE  

3 Analyzing the Marketing Environment

4 Managing Marketing Information to Gain Customer Insights

5 Understanding Consumer and Business Buyer Behavior

PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX

6 Customer-Driven Marketing Strategy: Creating Value for Target Customers

7 Products, Services, and Brands: Building Customer Value

8 New Product Development and Product Life-Cycle Strategies

9 Pricing: Understanding and Capturing Customer Value

10 Marketing Channels: Delivering Customer Value

11 Retailing and Wholesaling

12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13 Personal Selling and Sales Promotion

14 Direct, Online, Social Media, and Mobile Marketing

PART 4 EXTENDING MARKETING

15 The Global Marketplace

16 Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Company Cases

Appendix 2 Marketing Plan

Appendix 3 Marketing by the Numbers

Origin Book information

• Language: English
• ISBN-10: 0133451275
• ISBN-13: 978-0133451276
• ISBN-13: 9780133451276

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