MKTG 13, 13th Edition by Lamb Test Bank

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Test Bank for MKTG 13, 13th Edition, 13e by Charles W. Lamb,Joe F. Hair,Carl McDaniel TEST BANK ISBN-13: 9780357127810 FULL CHAPTERS INCLUDED Chapter 1: An Overview of Marketing 1-1 What Is Ma... rketing? 1-2 Marketing Management Philosophies 1-3 Differences between Sales and Market Orientations 1-4 Why Study Marketing? Chapter 2: Strategic Planning for Competitive Advantage 2-1 The Nature of Strategic Planning 2-2 Strategic Business Units 2-3 Strategic Alternatives 2-4 Defining the Business Mission 2-5 Conducting a Situation Analysis 2-6 Competitive Advantage 2-7 Setting Marketing Plan Objectives 2-8 Describing the Target Market 2-9 The Marketing Mix 2-10 Following Up on the Marketing Plan 2-11 Effective Strategic Planning Chapter 3: Ethics and Social Responsibility 3-1 Determinants of a Civil Society 3-2 The Concept of Ethical Behavior 3-3 Ethical Behavior in Business 3-4 Corporate Social Responsibility 3-5 Arguments for and against Social Responsibility 3-6 Cause-Related Marketing Chapter 4: The Marketing Environment 4-1 The External Marketing Environment 4-2 Social Factors 4-3 Demographic Factors 4-4 Growing Ethnic Markets 4-5 Economic Factors 4-6 Technology and Innovation 4-7 Political and Legal Factors 4-8 Competitive Factors Chapter 5: Developing a Global Vision 5-1 Rewards of Global Marketing and the Shifting Global Business Landscape 5-2 Multinational Firms 5-3 External Environment Faced by Global Marketers 5-4 Global Marketing by the Individual Firm 5-5 The Global Marketing Mix 5-6 The Impact of the Internet Part 2: Analyzing Market Opportunities Chapter 6: Consumer Decision Making 6-1 The Importance of Understanding Consumer Behavior 6-2 The Traditional Consumer Decision-Making Process 6-3 Postpurchase Behavior 6-4 Types of Consumer Buying Decisions and Consumer Involvement 6-5 Reconceptualizing the Consumer Decision-Making Process 6-6 Cultural Influences on Consumer Buying Decisions 6-7 Social Influences on Consumer Buying Decisions 6-8 Individual Influences on Consumer Buying Decisions 6-9 Psychological Influences on Consumer Buying Decisions Chapter 7: Business Marketing 7-1 What Is Business Marketing? 7-2 Trends in B-to-B Internet Marketing 7-3 Relationship Marketing and Strategic Alliances 7-4 Major Categories of Business Customers 7-5 The North American Industry Classification System 7-6 Business versus Consumer Markets 7-7 Types of Business Products 7-8 Business Buying Behavior Chapter 8: Segmenting and Targeting Markets 8-1 Markets and Market Segments 8-2 The Importance of Market Segmentation 8-3 Criteria for Successful Segmentation 8-4 Bases for Segmenting Consumer Markets 8-5 Bases for Segmenting Business Markets 8-6 Steps in Segmenting a Market 8-7 Strategies for Selecting Target Markets 8-8 CRM as a Targeting Tool 8-9 Positioning Chapter 9: Marketing Research 9-1 The Role of Marketing Research 9-2 Steps in a Marketing Research Project 9-3 The Profound Impact of the Internet and Smart Devices on Marketing Research 9-4 The Growing Importance of Mobile Research 9-5 Scanner-Based Research 9-6 When Should Marketing Research Be Conducted? 9-7 Competitive Intelligence Part 3: Product Decisions Chapter 10: Product Concepts 10-1 What Is a Product? 10-2 Types of Consumer Products 10-3 Product Items, Lines, and Mixes 10-4 Branding 10-5 Packaging 10-6 Global Issues in Branding and Packaging 10-7 Product Warranties Chapter 11: Developing and Managing Products 11-1 The Importance of New Products 11-2 The New-Product Development Process 11-3 Why Some Products Succeed and Others Fail 11-4 Global Issues in New-Product Development 11-5 The Spread of New Products 11-6 Product Life Cycles Chapter 12: Services and Nonprofit Organization Marketing 12-1 The Importance of Services 12-2 How Services Differ from Goods 12-3 Service Quality 12-4 Marketing Mixes for Services 12-5 Relationship Marketing in Services 12-6 Internal Marketing in Service Firms 12-7 Nonprofit Organization Marketing 12-8 Global Issues in Services Marketing Part 4: Distribution Decisions Chapter 13: Supply Chain Management and Marketing Channels 13-1 Supply Chains and Supply Chain Management 13-2 Supply Chain Integration 13-3 The Key Processes of Supply Chain Management 13-4 Sustainable Supply Chain Management 13-5 The Digitalization of the Supply Chain 13-6 Marketing Channels and Channel Intermediaries 13-7 Channel Structures 13-8 Omnichannel versus Multichannel Marketing Chapter 14: Retailing 14-1 The Importance of Retailing 14-2 Types of Retailers and Retail Operations 14-3 The Rise of Nonstore Retailing 14-4 Retail Operations Models 14-5 Executing a Retail Marketing Strategy 14-6 Retailing Decisions for Services 14-7 Addressing Retail Product/Service Failures 14-8 Retailer and Retail Customer Trends and Advancements Part 5: Promotion and Communication Strategies Chapter 15: Marketing Communications 15-1 The Role of Promotion in the Marketing Mix 15-2 Marketing Communication 15-3 The Goals of Promotion 15-4 The Promotional Mix 15-5 Promotional Goals and the AIDA Concept 15-6 Integrated Marketing Communications 15-7 Factors Affecting the Promotional Mix Chapter 16: Advertising, Public Relations, and Sales Promotion 16-1 The Effects of Advertising 16-2 Major Types of Advertising 16-3 Creative Decisions in Advertising 16-4 Media Decisions in Advertising 16-5 Public Relations 16-6 Sales Promotion Chapter 17: Personal Selling and Sales Management 17-1 The Sales Environment 17-2 Personal Selling 17-3 Technology's Impact on Selling 17-4 Relationship Selling 17-5 Steps in the Selling Process 17-6 Sales Management 17-7 Customer Relationship Management and the Sales Process Chapter 18: Social Media and Marketing 18-1 What Are Social Media? 18-2 Creating and Leveraging a Social Media Campaign 18-3 Evaluation and Measurement of Social Media 18-4 Social Behavior of Consumers 18-5 Social Media Tools: Consumer- and Corporate-Generated Content 18-6 Social Media and Mobile Technology 18-7 The Social Media Plan Part 6: Pricing Decisions Chapter 19: Pricing Concepts 19-1 The Importance of Price 19-2 Pricing Objectives 19-3 The Demand Determinant of Price 19-4 Dynamic Pricing and the Growing Use of Artificial Intelligence in Setting Prices 19-5 The Cost Determinant of Price 19-6 Other Determinants of Price 19-7 How to Set a Price on a Product 19-8 Tactics for Fine-Tuning the Base Price 19-9 The Legality of Price Strategy Appendix: Marketing Analytics [Show More]

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