Principles of Marketing 16th Edition Kotler Test Bank

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Product details:

• ISBN-10 ‏ : ‎ 0133795020
• ISBN-13 ‏ : ‎ 978-0133795028
• Author: Philip T. Kotler (Author), Gary Armstrong (Author)

Help students learn how to create customer value and engagement
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Table of contents:

CHAPTER 1
MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS
CHAPTER 2
COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
CHAPTER 3
THE MARKETING ENVIRONMENT
CHAPTER 4
MANAGING MARKETING INFORMATION
CHAPTER 5
CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR
CHAPTER 6
BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR
CHAPTER 7
SEGMENTATION, TARGETING, AND POSITIONING: BUILDING THE RIGHT RELATIONSHIPS WITH THE RIGHT CUSTOMERS
CHAPTER 8
PRODUCT, SERVICES, AND BRANDING STRATEGY
CHAPTER 9
NEW-PRODUCT DEVELOPMENT AND PRODUCT
LIFE-CYCLE STRATEGIES
CHAPTER 10
PRICING PRODUCTS:
UNDERSTANDING AND CAPTURING CUSTOMER VALUE
CHAPTER 11
PRICING PRODUCTS: PRICING STRATEGIES
CHAPTER 12
MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT
CHAPTER 13
RETAILING AND WHOLESALING
CHAPTER 14
COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY
CHAPTER 15
ADVERTISING AND PUBLIC RELATIONS
CHAPTER 16
PERSONAL SELLING AND SALES PROMOTION 
CHAPTER 17 
DIRECT AND ONLINE MARKETING: BUILDING DIRECT 
CUSTOMER RELATIONSHIPS
CHAPTER 18
CREATING COMPETITIVE ADVANTAGE
CHAPTER 19
THE GLOBAL MARKETPLACE
CHAPTER 20
MARKETING ETHICS AND SOCIAL RESPONSIBILITY 
APPENDIX 1 Marketing Plan
Appendix 2
MARKETING BY THE NUMBERS 
APPENDIX 3
CAREERS IN MARKETING

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