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Test Bank for Essentials of Marketing, 3rd Edition: Lascu

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Test Bank for Essentials of Marketing, 3rd Edition: Lascu

Product details:

  • ISBN-10 ‏ : ‎ 142662736X
  • ISBN-13 ‏ : ‎ 978-1426627361
  • Author: Dana-Nicoleta Lascu, Kenneth E. Clow

The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.

Table contents:

  1. 1 Marketing dynamics
  2. Learning objectives
  3. Introduction
  4. Marketing defined
  5. The marketing concept in the organisation
  6. Marketing management responsibilities
  7. Marketing scope
  8. Chapter summary
  9. Questions for review and discussion
  10. Case study 1 Devices and desires
  11. References for chapter 1
  12. 2 The European marketing environment
  13. Learning objectives
  14. Introduction
  15. The nature of the European marketing environment
  16. The sociocultural environment
  17. The technological environment
  18. The economic environment
  19. The ethical environment
  20. The political and legal environments
  21. The ecological environment
  22. Chapter summary
  23. Questions for review and discussion
  24. Case study 2 Got any gum, chum?
  25. References for chapter 2
  26. 3 Buyer behaviour
  27. Learning objectives
  28. Introduction
  29. The consumer decision-making process
  30. Buying situations
  31. Environmental influences
  32. Psychological influences: the individual
  33. Sociocultural influences: the group
  34. Defining B2B marketing
  35. B2B customers
  36. Characteristics of B2B markets
  37. The buying decision-making process
  38. The buying centre
  39. Buying criteria
  40. Chapter summary
  41. Questions for review and discussion
  42. Case study 3 Choose your own remedy
  43. References for chapter 3
  44. 4 Segmenting markets
  45. Learning objectives
  46. Introduction
  47. The concept of segmentation
  48. Segmenting B2B markets
  49. Segmenting consumer markets
  50. Implementation of segmentation
  51. Benefits of segmentation
  52. The dangers of segmentation
  53. Criteria for successful segmentation
  54. Chapter summary
  55. Questions for review and discussion
  56. Case study 4 The colour of money: is the ‘pink pound’ any different?
  57. References for chapter 4
  58. 5 Marketing information and research
  59. Learning objectives
  60. Introduction
  61. Marketing research: definition and role
  62. Types of research
  63. Marketing information systems
  64. Decision support systems
  65. The marketing research process
  66. Secondary research
  67. Primary research
  68. Ethics in marketing research
  69. Chapter summary
  70. Questions for review and discussion
  71. Case study 5 ‘And now, here are the football results’
  72. References for chapter 5
  73. 6 Product
  74. Learning objectives
  75. Introduction
  76. Anatomy of a product
  77. Product classification
  78. Understanding the product range
  79. Branding
  80. Product management and strategy
  81. The product lifecycle
  82. Market evolution
  83. Product management and organisation
  84. Chapter summary
  85. Questions for review and discussion
  86. Case study 6 Opulence in the Orient
  87. References for chapter 6
  88. 7 Price
  89. Learning objectives
  90. Introduction
  91. The role and perception of price
  92. External influences on the pricing decision
  93. Internal influences on the pricing decision
  94. The process of price setting
  95. Chapter summary
  96. Questions for review and discussion
  97. Case study 7 You want to go compare? Simples
  98. References for chapter 7
  99. 8 Place
  100. Learning objectives
  101. Introduction
  102. Channel structures
  103. Rationale for using intermediaries
  104. Types of intermediary
  105. Channel strategy
  106. Chapter summary
  107. Questions for review and discussion
  108. Case study 8 Strolling down the virtual aisles
  109. References for chapter 8
  110. 9 Promotion: integrated marketing communication
  111. Learning objectives
  112. Introduction
  113. Communications planning model
  114. Communications planning model: review
  115. Chapter summary
  116. Questions for review and discussion
  117. Case study 9 Flying in from Rio
  118. References for chapter 9
  119. 10 Promotion: advertising and sales promotion
  120. Learning objectives
  121. Introduction
  122. The role of advertising
  123. Formulating the advertising message
  124. Advertising media
  125. Developing an advertising campaign
  126. Sales promotion
  127. Chapter summary
  128. Questions for review and discussion
  129. Case study 10 Celebrity endorsement: we can’t see the Woods for the tweets
  130. References for chapter 10
  131. 11 Promotion: direct and digital marketing
  132. Learning objectives
  133. Introduction
  134. Direct marketing
  135. Digital direct marketing
  136. Chapter summary
  137. Questions for review and discussion
  138. Case study 11 If the shoe fits . . .
  139. References for chapter 11
  140. 12 Promotion: personal selling, PR and sponsorship
  141. Learning objectives
  142. Introduction
  143. Personal selling: definition, role and tasks
  144. The personal-selling process
  145. Sales management
  146. Trade shows and exhibitions
  147. Public relations
  148. Sponsorship
  149. Cause-related marketing
  150. Chapter summary
  151. Questions for review and discussion
  152. Case study 12 Trust: winning it, exploiting it, losing it
  153. References for chapter 12
  154. 13 Marketing strategy and planning
  155. Learning objectives
  156. Introduction
  157. The role and importance of marketing planning and strategy
  158. Influences on planning and strategy
  159. The marketing planning process
  160. Organising marketing activities
  161. Controlling marketing activities
  162. Chapter summary
  163. Questions for review and discussion
  164. Case study 13 Retailing a sustainable strategy
  165. References for chapter 13
  166. 14 Services and non-profit marketing
  167. Learning objectives
  168. Introduction
  169. Perspectives on service markets
  170. Services marketing management
  171. Cause-related marketing
  172. Chapter summary
  173. Questions for review and discussion
  174. Case study 14 Fast-food: feeding the hungry traveller
  175. References for chapter 14
  176. Index
  177. A
  178. B
  179. C
  180. D
  181. E
  182. F
  183. G
  184. H
  185. I
  186. J
  187. K
  188. L
  189. M
  190. N
  191. O
  192. P
  193. Q
  194. R
  195. S
  196. T
  197. U
  198. V
  199. W
  200. Y
  201. Index of company names
  202. A
  203. B
  204. C
  205. D
  206. E
  207. F
  208. G
  209. H
  210. I
  211. K
  212. L
  213. M
  214. N
  215. O
  216. P
  217. Q
  218. R
  219. S
  220. T
  221. U
  222. V
  223. W
  224. Y
  225. Z

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