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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