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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