Test Bank for Marketing 7th Edition Dhruv Grewal and Michael Levy SBN10: 1260087719

Test Bank for Marketing 7th Edition

Dhruv Grewal and Michael Levy SBN10:
1260087719
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16. The Importance of Marketing Over Time
17. How Does Marketing Create Value, and How Do Firms Become More Value Driven?
18. Reviewing Learning Objectives
19. Key Terms
20. Marketing Digitally
21. Marketing Applications
22. Quiz Yourself
23. Chapter Case Study: Kind Bars for a Kinder World
24. Quiz Yourself Answer Key
25. 2 Developing Marketing Strategies and a Marketing Plan
26. What Is a Marketing Strategy?
27. The Marketing Plan
28. Growth Strategies
29. Reviewing Learning Objectives
30. Key Terms
31. Marketing Digitally
32. Marketing Applications
33. Quiz Yourself
34. Chapter Case Study: The Coffee Wars
35. Quiz Yourself Answer Key
36. Appendix 2A: Writing a Marketing Plan
37. 3 Digital Marketing: Online, Social, and Mobile
38. The 4E Framework for Digital Marketing
39. Online Marketing
40. The Wheel of Social Media Engagement
41. Going Mobile and Social
42. How Do Firms Engage Their Customers?
43. Reviewing Learning Objectives
44. Key Terms
45. Marketing Digitally
46. Marketing Applications
47. Quiz Yourself
48. Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Digital and
Social Media Techniques to Achieve All Its Objectives
49. Quiz Yourself Answer Key
50. 4 Conscious Marketing, Corporate Social Responsibility, and Ethics
51. Conscious Marketing
52. Marketing’s Greater Purpose: Corporate Social Responsibility as an Element of
Conscious Marketing
53. The Stakeholders of Conscious Marketing
54. Integrating Conscious Marketing Throughout The Firm: Leadership and Culture
55. Marketing Ethics as a Conscious Marketing Principle
56. Reviewing Learning Objectives
57. Key Terms
58. Marketing Digitally
59. Marketing Applications
60. Quiz Yourself
61. Chapter Case Study: Daily Table
62. Quiz Yourself Answer Key
63. Appendix 4A: Understanding Ethics Using Scenarios
64. 5 Analyzing the Marketing Environment
65. A Marketing Environment Analysis Framework
66. The Immediate Environment
67. Macroenvironmental Factors
68. Reviewing Learning Objectives
69. Key Terms
70. Marketing Digitally
71. Marketing Applications
72. Quiz Yourself
73. Chapter Case Study: The Rise of the Electric Car
74. Quiz Yourself Answer Key
75. Section 2 Understanding the Marketplace
76. 6 Consumer Behavior
77. The Consumer Decision Process
78. Factors Influencing the Consumer Decision Process
79. Involvement and Consumer Buying Decisions
80. Reviewing Learning Objectives
81. Key Terms
82. Marketing Digitally
83. Marketing Applications
84. Quiz Yourself
85. Chapter Case Study: Battle of the Titans: Amazon Echo vs. Google Home (and Don’t
Forget about Apple)
86. Quiz Yourself Answer Key
87. 7 Business-to-Business Marketing
88. B2B Markets
89. The Business-to-Business Buying Process
90. The Buying Center
91. The Buying Situation
92. Reviewing Learning Objectives
93. Key Terms
94. Marketing Digitally
95. Marketing Applications
96. Quiz Yourself
97. Chapter Case Study: Staples: The Big-Box Retailer That’s Really a B2B Powerhouse
98. Quiz Yourself Answer Key
99. 8 Global Marketing
100. Assessing Global Markets
101. Choosing a Global Entry Strategy
102. Choosing a Global Marketing Strategy
103. Reviewing Learning Objectives
104. Key Terms
105. Marketing Digitally
106. Marketing Applications
107. Quiz Yourself
108. Chapter Case Study: McDonald’s—A Global Giant
109. Quiz Yourself Answer Key
110. Section 3 Targeting the Marketplace
111. 9 Segmentation, Targeting, and Positioning
112. The Segmentation, Targeting, and Positioning Process
113. Reviewing Learning Objectives
114. Key Terms
115. Marketing Digitally
116. Marketing Applications
117. Quiz Yourself
118. Chapter Case Study: Mercedes-Benz
119. Quiz Yourself Answer Key
120. 10 Marketing Research
121. The Marketing Research Process
122. Secondary Data
123. Primary Data Collection Techniques
124. The Ethics of Using Customer Information
125. Reviewing Learning Objectives
126. Key Terms
127. Marketing Digitally
128. Marketing Applications
129. Quiz Yourself
130. Chapter Case Study: Swim, Lift, Play—But Also Donate: Using Market
Research to Redefine the YMCA
131. Quiz Yourself Answer Key
132. Appendix 10A: Using Secondary Data to Assess Customer Lifetime Value
(CLV)
133. Section 4 Value Creation
134. 11 Product, Branding, and Packaging Decisions
135. Complexity and Types of Products
136. Product Mix and Product Line Decisions
137. Branding
138. Branding Strategies
139. Packaging
140. Reviewing Learning Objectives
141. Key Terms
142. Marketing Digitally
143. Marketing Applications
144. Quiz Yourself
145. Chapter Case Study: From the Counterculture to the Runway: How Did
Birkenstocks Become Fashionable?
146. Quiz Yourself Answer Key
147. 12 Developing New Products
148. Why Do Firms Create New Products?
149. Diffusion of Innovation
150. How Firms Develop New Products
151. The Product Life Cycle
152. Reviewing Learning Objectives
153. Key Terms
154. Marketing Digitally
155. Marketing Applications
156. Quiz Yourself
157. Chapter Case Study: A Toy Company for a New Age: How Mattel Is
Reinventing Itself for Modern Consumers
158. Quiz Yourself Answer Key
159. 13 Services: The Intangible Product
160. Services Marketing Differs from Product Marketing
161. Providing Great Service: The Service Gaps Model
162. Service Recovery
163. Reviewing Learning Objectives
164. Key Terms
165. Marketing Digitally
166. Marketing Applications
167. Quiz Yourself
168. Chapter Case Study: How AI Is Revolutionizing Customer Service
169. Quiz Yourself Answer Key
170. Section 5 Value Capture
171. 14 Pricing Concepts for Capturing Value
172. The Five Cs of Pricing
173. Reviewing Learning Objectives
174. Key Terms
175. Marketing Digitally
176. Marketing Applications
177. Quiz Yourself
178. Chapter Case Study: Planet Fitness: Pricing for Success
179. Quiz Yourself Answer Key
180. 15 Strategic Pricing Methods and Tactics
181. Considerations for Setting Price Strategies
182. Pricing Strategies
183. Pricing Tactics
184. Legal and Ethical Aspects of Pricing
185. Reviewing Learning Objectives
186. Key Terms
187. Marketing Digitally
188. Marketing Applications
189. Quiz Yourself
190. Chapter Case Study: Pizza Players, Pizza Prices
191. Quiz Yourself Answer Key
192. Section 6 Value Delivery: Designing the Channel and Supply Chain
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