Test Bank for Marketing: Real People, Real Choices, 10th Edition, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
Product details:
ISBN-13: 9780135199893
Author:
- Michael R. Solomon Saint Joseph’s University
- Greg W. Marshall Rollins College
- Elnora W. Stuart The University of South Carolina Upstate
Table of Contents
PART 1: UNDERSTAND THE VALUE PROPOSITION
1. Welcome to the World of Marketing: Create and Deliver Value
2. Global, Ethical, and Sustainable Marketing
3. Strategic Market Planning
Supplement: Build a Marketing Plan
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
4. Market Research
5. Marketing Analytics: Welcome to the Era of Big Data!
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
8. Product I: Innovation and New Product Development
9. Product II: Product Strategy, Branding, and Product Management
10. Price: What Is the Value Proposition Worth?
Supplement: Marketing Math
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
11. Deliver the Goods: Determine the Distribution Strategy
12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks
13. Promotion I: Advertising One to Many Marketing Communications
14. Promotion II: Social Media Marketing and Other Communication Tools
Appendix Marketing Plan: The S&S Smoothie Company
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