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Framework for Marketing Management 6th Edition Kotler Test Bank

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Product Details:

  • ISBN-10 ‏ : ‎ 9780133871319
  • ISBN-13 ‏ : ‎ 978-0133871319
  • Author: Kotler

Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.

The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

 

Table of Content:

  1. Part 1 Understanding Marketing Management
  2. 1 Defining Marketing for the New Realities
  3. Marketing Management at Unilever
  4. The Value of Marketing
  5. The Scope of Marketing
  6. Core Marketing Concepts
  7. The New Marketing Realities
  8. Company Orientation Toward the Marketplace
  9. Updating The Four Ps
  10. Marketing Management Tasks
  11. Executive Summary
  12. Notes
  13. 2 Developing and Implementing Marketing Strategies and Plans
  14. Marketing Management at Hewlett-Packard
  15. Marketing and Customer Value
  16. Corporate and Division Strategic Planning
  17. Business Unit Strategic Planning
  18. The Marketing Plan
  19. Marketing Implementation, Control, and Performance
  20. Executive Summary
  21. Notes
  22. 3 Capturing Marketing Insights and Forecasting Demand
  23. Marketing Management at Campbell Soup Company
  24. The Marketing Information System and Marketing Intelligence
  25. The Marketing Research System
  26. Forecasting and Demand Measurement
  27. Analyzing the Macroenvironment
  28. Executive Summary
  29. Notes
  30. Part 2 Connecting with Customers
  31. 4 Creating Long-Term Loyalty Relationships
  32. Marketing Management at Pandora
  33. Building Customer Value, Satisfaction, and Loyalty
  34. Maximizing Customer Lifetime Value
  35. Cultivating Customer Relationships
  36. Executive Summary
  37. Notes
  38. 5 Analyzing Consumer and Business Markets
  39. Marketing Management at Cisco
  40. What Influences Consumer Behavior?
  41. Key Psychological Processes
  42. The Consumer Buying Decision Process
  43. What is Organizational Buying?
  44. Participants in the Business Buying Process
  45. Stages in the Business Buying Process
  46. Managing Business-to-Business Customer Relationships
  47. Executive Summary
  48. Notes
  49. Part 3 Building Strong Brands
  50. 6 Identifying Market Segments and Targets
  51. Marketing Management at LinkedIn
  52. Bases for Segmenting Consumer Markets
  53. Bases for Segmenting Business Markets
  54. Market Targeting
  55. Executive Summary
  56. Notes
  57. 7 Crafting the Brand Positioning and Competing Effectively
  58. Marketing Management at DirecTV
  59. Developing and Establishing a Brand Positioning
  60. Competitive Strategies for Market Leaders
  61. Other Competitive Strategies
  62. Executive Summary
  63. Notes
  64. 8 Creating Brand Equity and Driving Growth
  65. Marketing Management at Gatorade
  66. How Does Branding Work?
  67. Defining Brand Equity
  68. Building Brand Equity
  69. Measuring and Managing Brand Equity
  70. Devising a Branding Strategy
  71. Customer Equity
  72. Driving Growth
  73. Executive Summary
  74. Notes
  75. Part 4 Creating Value
  76. 9 Setting Product Strategy and Introducing New Offerings
  77. Marketing Management at Lexus
  78. Product Characteristics and Classifications
  79. Differentiation
  80. Product and Brand Relationships
  81. Packaging, Labeling, Warranties, and Guarantees
  82. Managing New Products
  83. The Consumer-Adoption Process
  84. Product Life-Cycle Marketing Strategies
  85. Executive Summary
  86. Notes
  87. 10 Designing and Managing Services
  88. Marketing Management at USAA
  89. The Nature of Services
  90. The New Services Realities
  91. Managing Service Quality
  92. Managing Product-Support Services
  93. Executive Summary
  94. Notes
  95. 11 Developing Pricing Strategies and Programs
  96. Marketing Management at Ryanair
  97. Understanding Pricing
  98. Setting the Price
  99. Adapting the Price
  100. Initiating and Responding to Price Changes
  101. Executive Summary
  102. Notes
  103. Part 5 Delivering Value
  104. 12 Designing and Managing Integrated Marketing Channels
  105. Marketing Management at L.L.Bean
  106. Marketing Channels and Value Networks
  107. The Role of Marketing Channels
  108. Channel-Design Decisions
  109. Channel-Management Decisions
  110. Channel Integration and Systems
  111. E-Commerce and M-Commerce Marketing Practices
  112. Channel Conflict, Cooperation, and Competition
  113. Executive Summary
  114. Notes
  115. 13 Managing Retailing, Wholesaling, and Logistics
  116. Marketing Management at Warby Parker
  117. Retailing
  118. Private Labels
  119. Wholesaling
  120. Market Logistics
  121. Executive Summary
  122. Notes
  123. Part 6 Communicating Value
  124. 14 Designing and Managing Integrated Marketing Communications
  125. Marketing Management at Mondelez International
  126. The Role of Marketing Communications
  127. Developing Effective Communications
  128. Selecting the Marketing Communications Mix
  129. Managing the Integrated Marketing Communications Process
  130. Executive Summary
  131. Notes
  132. 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public R
  133. Marketing Management at Procter & Gamble
  134. Developing and Managing an Advertising Program
  135. Sales Promotion
  136. Events and Experiences
  137. Public Relations
  138. Executive Summary
  139. Notes
  140. 16 Managing Digital Communications: Online, Social Media, and Mobile
  141. Marketing Management at PepsiCo
  142. Online Marketing
  143. Social Media
  144. Word of Mouth
  145. Mobile Marketing
  146. Executive Summary
  147. Notes
  148. 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
  149. Marketing Management at “Obama for President”
  150. Direct Marketing
  151. Personal Selling and the Sales Force
  152. Managing the Sales Force
  153. Executive Summary
  154. Notes
  155. Part 7 Managing the Marketing Organization for Long-Term Success
  156. 18 Managing Marketing Responsibly in the Global Economy
  157. Marketing Management at Patagonia
  158. Competing On a Global Basis
  159. Internal Marketing
  160. Socially Responsible Marketing
  161. Executive Summary
  162. Notes
  163. Glossary
  164. A
  165. B
  166. C
  167. D
  168. E
  169. F
  170. G
  171. H
  172. I
  173. J
  174. L
  175. M
  176. O
  177. P
  178. Q
  179. R
  180. S
  181. T
  182. U
  183. V
  184. W
  185. Z
  186. Brand, Company, and Name Index
  187. A
  188. B
  189. C
  190. D
  191. E
  192. F
  193. G
  194. H
  195. I
  196. J
  197. K
  198. L
  199. M
  200. N
  201. O
  202. P
  203. Q
  204. R
  205. S
  206. T
  207. U
  208. V
  209. W
  210. Y
  211. Z
  212. Subject Index
  213. A
  214. B
  215. C
  216. D
  217. E
  218. F
  219. G
  220. H
  221. I
  222. J
  223. K
  224. L
  225. M
  226. N
  227. O
  228. P
  229. Q
  230. R
  231. S
  232. T
  233. U
  234. V
  235. W
  236. Y
  237. Z

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