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Marketing Management, 16th edition by Kotler Test Bank

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Test Bank for Marketing Management, 16th edition, 16e by Philip R Kotler,Kevin Lane Keller TEST BANK ISBN-13: 9780135887158 Full chapters included Chapter 1 Defining Marketing for the New Reali... ties Learning Objectives The Scope of Marketing What is Marketing? What is Marketed? The Marketing Exchange The New Marketing Realities The Four Major Market Forces Technology Globalization Physical Environment Social Responsibility The Three Key Marketing Outcomes New Consumer Capabilities New Company Capabilities New Competitive Environment The Concept of Holistic Marketing Relationship Marketing Integrated Marketing Internal Marketing Performance Marketing The Role of Marketing in the Organization Organizing and Managing the Marketing Department Organizing the Marketing Department Functional Organization Geographic Organization Product or Brand Organization Market Organization Matrix Organization Managing the Marketing Department The Role of the CEO and CMO Relationships with Other Departments Building a Customer-Oriented Organization Summary Chapter 2 Marketing Planning and Management Learning Objectives Corporate and Business Unit Planning and Management Defining the Corporate Mission Building the Corporate Culture Defining Strategic Business Units Allocating Resources Across Business Units Developing Market Offerings Developing the Marketing Strategy Identifying the Target Market Developing a Value Proposition Designing the Marketing Tactics The Seven Ts and the Four Ps Creating a Market Value Map Planning and Managing Market Offerings The G-Stic Approach to Action Planning Setting a Goal Defining the Goal Focus Defining Performance Benchmarks Developing the Strategy Designing the Tactics Identifying Controls Evaluating Performance Monitoring the Environment Developing a Marketing Plan Modifying the Marketing Plan Updating the Marketing Plan Conducting a Marketing Audit Summary Part 2 Understanding the Market Chapter 3 Analyzing Consumer Markets Learning Objectives The Model of Consumer Behavior Consumer Characteristics Cultural Factors Social Factors Reference Groups Family Personal Factors Personality and Self-Concept Values and Lifestyle Consumer Psychology Consumer Motivation Consumer Needs Consumer Motivation Perception Selective Attention Selective Distortion Emotions Memory Memory Models Memory Processes The Buying Decision Process Problem Recognition Information Search Information Sources Search Dynamics Evaluation of Alternatives Beliefs and Attitudes Information Processing Expectancy-Value Model Purchase Decision Decision Heuristics The Level of Consumer Involvement Intervening Factors Postpurchase Behavior Summary Chapter 4 Analyzing Business Markets Learning Objectives The Organizational Buying Process Understanding Business Markets Types of Buying Decisions The Buying Center The Composition of the Buying Center The Role of the Buying Center in the Organization Buying Center Dynamics Selling to Buying Centers Understanding the Buying Process Problem Recognition Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Contract Negotiation Performance Review Developing Effective Business Marketing Programs Transitioning From Products to Solutions Enhancing Services Building Business-to-Business Brands Overcoming Price Pressures Managing Communication Managing Business-to-Business Relationships Understanding the Buyer–Supplier Relationship Managing Corporate Trust, Credibility, and Reputation Risks and Opportunism in Business Relationships Managing Institutional Markets Summary Chapter 5 Conducting Marketing Research Learning Objectives The Scope of Marketing Research Importance of Marketing Insights General Foods Who Does Marketing Research? The Marketing Research Process Defining the Problem Developing the Research Plan Data Sources Research Approaches Observational Research Focus Group Research Survey Research Behavioral Research Research Instruments Questionnaires Qualitative Measures Measurement Devices Collecting the Information Sampling Plan Contact Methods Online In Person Mail and E-mail Telephone Data Mining Analyzing the Information and Making the Decision Measuring Market Demand Key Concepts in Demand Measurement Forecasting Market Demand Measuring Marketing Productivity Marketing Metrics Marketing-Mix Modeling Marketing Dashboards Summary Part 3 Developing a Viable Market Strategy Chapter 6 Identifying Market Segments and Target Customers Learning Objectives Identifying Target Customers The Logic of Targeting Strategic and Tactical Targeting Strategic Targeting Target Compatibility Target Attractiveness Monetary Value Strategic Value Tactical Targeting Defining the Customer Profile Aligning Customer Value and Customer Profile Bringing Target Segments to Life with Personas Single-Segment and Multi-Segment Targeting Single-Segment Targeting Targeting Multiple Segments Segmenting Consumer Markets Demographic Segmentation Age Stage in the Life Cycle Gender Income Race and Culture Geographic Segmentation Behavioral Segmentation Psychographic Segmentation Segmenting Business Markets Summary Chapter 7 Crafting a Customer Value Proposition and Positioning Learning Objectives Developing a Value Proposition and Positioning Developing a Value Proposition Developing a Positioning Strategy Choosing a Frame of Reference Identifying Potential Points of Difference and Points of Parity Identifying Points of Difference Identifying Points of Parity Aligning the Frame of Reference, Points of Parity, and Points of Difference Creating a Sustainable Competitive Advantage Sustainable Competitive Advantage as a Marketing Concept Strategies for Creating a Sustainable Competitive Advantage Differentiate on an Existing Attribute Introduce a New Attribute Build a Strong Brand Communicating the Offering’s Positioning Crafting a Positioning Statement Communicating Category Membership Communicating Conflicting Benefits Positioning as Storytelling Summary Part 4 Designing Value Chapter 8 Designing and Managing Products Learning Objectives Product Differentiation Product Design Power of Design Approaches to Design Product Portfolios and Product Lines Product Portfolio Design Product Line Analysis Product Line Length Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch Line Filling Managing Packaging and Labeling Packaging Labeling Managing Guarantees and Warranties Summary Chapter 9 Designing and Managing Services Learning Objectives The Nature of Services The Service Aspect of an Offering Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability The New Services Realities Increasing Role of Technology Customer Empowerment Customer Coproduction Satisfying Employees as Well as Customers Achieving Service Excellence Best Practices of Top Service Companies Customer-Centricity Service Quality Catering to High-Value Customers Managing Customer Complaints Differentiating Services Ease of Ordering Speed and Timing of Delivery Installation, Training, and Consulting Maintenance and Repair Returns Innovation with Services Managing Service Quality Managing Customer Expectations Managing Service Quality Managing Self-Service Managing Product–Service Bundles Summary Chapter 10 Building Strong Brands Learning Objectives How Does Branding Work? The Essence of Branding The Role of Brands Brands’ Role for Consumers Brands’ Role for Firms Brand Equity and Brand Power Brand Equity Measuring Brand Equity Brand Power Measuring Brand Power Designing the Brand Defining the Brand Mantra Choosing Brand Elements Choosing Secondary Associations Brand Hierarchy Managing Brand Portfolios Cobranding The Essence of Cobranding Ingredient Branding Brand Dynamics Brand Repositioning Brand Extensions When to Extend a Brand? Advantages of Brand Extensions Disadvantages of Brand Extensions Managing a Brand Crisis Luxury Branding Characteristics of Luxury Brands Managing Luxury Brands Summary Chapter 11 Managing Pricing and Sales Promotions Learning Objectives Understanding Pricing Consumer Psychology and Pricing Setting the Price Defining the Pricing Objective Determining Demand Estimating Costs Fixed, Variable, and Total Costs Experience Curve Effects Analyzing Competitors’ Prices Selecting a Pricing Method Markup Pricing Target-Rate-of-Return Pricing Economic-Value-to-Customer Pricing Competitive Pricing Auction Pricing Setting the Final Price Product-Mix Pricing Initiating and Responding to Price Changes Initiating Price Cuts Initiating Price Increases Responding to Competitors’ Price Changes Managing Incentives Incentives as a Marketing Device Major Incentive Decisions Establishing the Objectives of Incentives Defining the Size and Approach for Incentives Selecting Consumer Incentives Selecting Trade Incentives Selecting Sales Force Incentives Summary Part 5 Communicating Value Chapter 12 Managing Marketing Communications Learning Objectives The Role of Marketing Communication The Communication Process Macromodel of the Communication Process Micromodel of Marketing Communication Developing an Effective Communication Program Setting the Communication Objectives Defining the Focus of Company Communications Setting the Communication Benchmarks Determining the Communication Budget Identifying the Target Audience and Crafting the Communication Message Identifying the Target Audience Crafting the Communication Message Deciding on the Communication Media Defining the Communication Media Mix Developing a Media Plan Determining the Media Reach, Frequency, and Impact Selecting Media Timing and Allocation Developing the Creative Approach Determining the Message Appeal Informational Appeals Transformational Appeals Selecting the Message Source Developing the Creative Execution Measuring Communication Effectiveness Summary Chapter 13 Designing an Integrated Marketing Campaign in the Digital Age Learning Objectives Managing Integrated Marketing Communications Advertising Television Advertising Print Advertising Radio Advertising Online Advertising Place Advertising Billboards Public Spaces Product Placement Point of Purchase Online Communication Company Website Driving Online Traffic Social Media The Growth of Social Media Social Media Platforms Online Communities and Forums Blogs Social Networks Customer Reviews Mobile Communication Events and Experiences Managing Events Creating Experiences Word of Mouth Publicity and Public Relations Publicity Public Relations Packaging Summary Chapter 14 Personal Selling and Direct Marketing Learning Objectives Personal Selling Personal Selling as a Process Prospecting and Qualifying Pre-approach Presentation and Demonstration Persuasion Closing Servicing Managing the Sale Designing the Sales Force Sales Force Objectives Sales Force Strategy Sales Force Structure Sales Force Size Sales Force Compensation Managing the Sales Force Recruiting the Sales Force Training and Supervising the Sales Force Managing Sales Force Productivity Motivating the Sales Force Evaluating the Sales Force Direct Marketing Direct Marketing Channels Direct Mail Catalog Marketing Telemarketing Infomercials The Future of Direct Marketing Summary Part 6 Delivering Value Chapter 15 Designing and Managing Distribution Channels Learning Objectives The Role of Distribution Channels Distribution Channel Functions Channel Levels Multichannel Distribution Channel-Management Decisions Establishing Channel Objectives Selecting Channel Members Identifying Major Channel Alternatives Franchising Motivating Channel Members Channel Power Channel Partnerships Evaluating Channel Members Channel Cooperation and Conflict The Nature of Channel Conflicts Types of Channel Conflict Causes of Channel Conflict Managing Channel Conflict Managing Market Logistics Market-Logistics Objectives Market-Logistics Decisions Order Processing Warehousing Inventory Transportation Summary Chapter 16 Managing Retailing Learning Objectives The Modern Retail Environment Key Retailing Decisions Target Market Product Assortment and Procurement Services Store Atmosphere Pricing Incentives Communications Managing Omnichannel Retailing Brick-and-Mortar Retailers Online Retailers Omnichannel Retailing Managing Private Labels Wholesaling The Business of Wholesaling Key Functions Performed by Wholesalers Summary Part 7 Managing Growth Chapter 17 Driving Growth in Competitive Markets Learning Objectives Assessing Growth Opportunities Product–Market Growth Strategies Growth Through Mergers and Acquisitions Growth Through Innovation and Imitation Gaining Market Position Growing Sales to Current Customers Creating New Markets Gaining a Pioneering Advantage Identifying Niche Markets Expanding Existing Markets Defending Market Position Product Life Cycle Marketing Strategies The Concept of a Product Life Cycle Introduction Stage Growth Stage Maturity Stage Market Growth Product Modification Decline Stage Harvesting and Divesting Eliminating Weak Products Alternative Product Life Cycle Patterns Summary Chapter 18 Developing New Market Offerings Learning Objectives The Process of Developing New Market Offerings The Innovation Imperative Managing Innovation The Stage-Gate Approach to Developing New Offerings The Stage-Gate Approach to Developing New Offerings: An Illustration Idea Generation and Validation Concept Development and Validation Business-Model Design and Validation Offering Implementation and Market Testing Commercial Deployment Idea Generation Generating Viable Ideas Idea Validation Market Research Tools for Idea Generation and Validation Concept Development Prototyping Concept Validation Business-Model Design Designing The Business Model Business-Model Validation Offering Implementation Developing the Core Resources Developing the Market Offering Commercial Deployment Selective Market Deployment Market Expansion Summary Chapter 19 Building Customer Loyalty Learning Objectives Managing Customer Acquisition and Retention The Customer Acquisition Funnel Balancing Customer Acquisition and Customer Retention Managing Customer Satisfaction and Loyalty Understanding Customer Satisfaction Product and Service Quality as a Driver of Customer Satisfaction Measuring Customer Satisfaction Building Customer Loyalty Interact Closely with Customers Develop Loyalty Programs Build Brand Communities Managing Customer Relationships Customization Customer Empowerment Managing Customer Word of Mouth Dealing with Customer Complaints Managing Customer Lifetime Value The Concept of Customer Lifetime Value Customer Lifetime Value and Brand Equity Building Customer Lifetime Value Creating Customer Loyalty by Building Trust Measuring Customer Lifetime Value Summary Chapter 20 Tapping into Global Markets Learning Objectives Deciding Whether to Go Abroad Deciding Which Markets to Enter Determining How Many Markets to Enter Evaluating Potential Markets Deciding How to Enter the Market Indirect and Direct Export Licensing Joint Ventures Direct Investment Deciding on the Global Marketing Program Global Product Strategies Straight Extension Product Adaptation Product Invention Dealing with Counterfeit Products Global Brand Strategies Brand Adaptation Country-of-Origin Effects Global Pricing Strategies Global Communication Strategies Global Distribution Strategies Summary Chapter 21 Socially Responsible Marketing Learning Objectives The Role of Social Responsibility in Marketing Management Community-Based Corporate Social Responsibility Corporate Social Responsibility in the Workplace Corporate Philanthropy Serving Low-Income Communities Cause Marketing Social Marketing Sustainability-Focused Corporate Social Responsibility Balancing Social Responsibility and Corporate Profitability Developing Ethical Marketing Communications Managing Customer Privacy [Show More]

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