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M Marketing Grewal 3rd Edition Test Bank

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M Marketing Grewal 3rd Edition Test Bank

Product details:

  • ISBN-10 ‏ : ‎ 0077632699
  • ISBN-13 ‏ : ‎ 978-0077632694
  • Author: Grewal Levy

Adding Value to your Marketing Course. Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter.

In their 3rd edition of M: Marketing, Grewal and Levy present a concise, impactful, and easy to read approach to Principles of Marketing. The text delivers value to both instructor and student through the engaging style and online assignment and assessment options. With monthly updates provided in a newsletter and the dynamic video program, the instructor support provided will bring marketing to life in any class setting.

Table contents:

  1. Chapter 1: Overview of Marketing
  2. Part 1: Assessing the Marketplace
  3. Chapter 1 Introduction
  4. What Is Marketing?
  5. Marketing is about satisfying customer needs and wants
  6. Marketing entails an exchange
  7. Marketing requires product, price, place and promotion decisions
  8. Product: creating value
  9. Price: capturing value
  10. Place: delivering value
  11. Promotion: communicating value
  12. Marketing can be performed by both individuals and organisations
  13. Marketing impacts various stakeholders
  14. Marketing helps create value
  15. Production-oriented era
  16. Sales-oriented era
  17. Market-oriented era
  18. Value-based marketing era
  19. How Do Marketing Firms Become More Value Driven?
  20. Sharing information
  21. Balancing benefits with costs
  22. Building relationships with customers
  23. Connecting with customers using social media platforms and digital tools
  24. Why Is Marketing Important?
  25. Marketing expands firms’ global presence
  26. Marketing is pervasive across marketing channel members
  27. Marketing enriches society
  28. Marketing can be entrepreneurial
  29. Summing Up
  30. Key Terms
  31. Marketing Applications
  32. Quiz Yourself
  33. Net Savvy
  34. Chapter Case Study
  35. Discussion questions
  36. Endnotes
  37. Chapter 2: Digital Marketing
  38. Chapter 2 Introduction
  39. Distinctly Digital Consumer Elements
  40. Digital Channels
  41. Websites
  42. Search engines
  43. Email
  44. Mobile technology
  45. Social media
  46. Social Media Marketing
  47. The 4E framework for social media
  48. Customer engagement
  49. Excite the customer
  50. Educate the customer
  51. Experience the product
  52. Going Mobile
  53. Price-check apps
  54. Fashion apps
  55. Location-based apps
  56. Digital Strategy
  57. Customer Engagement
  58. Listening and responding
  59. Involving
  60. Empowering
  61. Customer Data Management
  62. The Future of Digital Marketing
  63. Virtual worlds, augmented reality and wearable technology
  64. Summing Up
  65. Key Terms
  66. Marketing Applications
  67. Quiz Yourself
  68. Net Savvy
  69. Chapter Case Study
  70. Discussion questions
  71. Endnotes
  72. Chapter 3: Marketing Ethics, Sustainability and CSR
  73. Chapter 3 Introduction
  74. The Scope of Marketing Ethics
  75. Ethical Issues Associated with Marketing Decisions
  76. Creating an ethical climate in the workplace
  77. The Influence of Personal Ethics
  78. Why people act unethically
  79. Ethics and Corporate Social Responsibility
  80. A Framework for Ethical Decision-Making
  81. Step 1: Identify issues
  82. Step 2: Gather information and identify stakeholders
  83. Step 3: Brainstorm and evaluate alternatives
  84. Step 4: Choose a course of action
  85. Integrating Ethics into Marketing Strategy
  86. Planning phase
  87. Implementation phase
  88. Control phase
  89. Corporate Social Responsibility
  90. Employees
  91. Customers
  92. Marketplace
  93. Society
  94. Summing Up
  95. Key Terms
  96. Marketing Applications
  97. Quiz Yourself
  98. Net Savvy
  99. Chapter Case Study
  100. Discussion questions
  101. Endnotes

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