Test bank for Contemporary marketing 17th edition by Louis boone and Kurtz All chapters 1-19

, Test bank
Contemporary marketing
17th edition by Louis boone and Kurtz
All chapters 1-19




CopyrightuCengageuLearning.uPoweredubyuCognero Pageu
. 1

,TABLE OF CONTENT u u




Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
u u u u u u




1. Marketing: The Art and Science of Satisfying Customers.
u u u u u u u u




2. Strategic Planning in Contemporary Marketing.
u u u u u




3. The Marketing Environment, Ethics, and Social Responsibility.
u u u u u u u




4. Social Media: Living in the Connected World.
u u u u u u u




5. E-Business: Managing the Customer Experience.
u u u u u u




Part II: UNDERSTANDING BUYERS AND MARKETS.
u u u u u




6. Consumer Behavior.
u u




7. Business-to-Business (B2B) Marketing.
u u u




8. Global Marketing.
u u u




Part III: TARGET MARKET SELECTION.
u u u u




9. Market Segmentation, Targeting, and Positioning.
u u u u u




10. Marketing Research in the Era of Big Data.
u u u u u u u u




11. Relationship Marketing and Customer Relationship Management (CRM).
u u u u u u u u




Part IV: PRODUCT DECISIONS.
u u u




12. Product and Service Strategies.
u u u u




13. Developing and Managing Brand and Product Categories.
u u u u u u u u




CopyrightuCengageuLearning.uPoweredubyuCognero Pageu
. 2

, Part V: DISTRIBUTION DECISIONS.
u u u




14. Marketing Channels and Supply Chain Management.
u u u u u u




15. Retailers, Wholesalers, and Direct Marketers.
u u u u u u




Part VI: PROMOTIONAL DECISIONS.
u u u




16. Integrated Marketing Communications, Advertising, and Public Relations.
u u u u u u u




17. Personal Selling and Sales Promotion.
u u u u u u




Part VII: PRICING DECISIONS.
u u u




18. Pricing Concepts.
u u




19. Pricing Strategies.
u u




CopyrightuCengageuLearning.uPoweredubyuCognero Pageu
. 3