Test Bank for Marketing Strategy, 8th Edition by O. C. Ferrell

4.3

�s Economy 1.3: Basic Marketing Concepts 1.4: Major Marketing Activities and Decisions 1.5: Taking on the Challenges of Marketing Strategy Lessons From Chapter...

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�s Economy 1.3: Basic Marketing Concepts 1.4: Major Marketing Activities and Decisions 1.5: Taking on the Challenges of Marketing Strategy Lessons From Chapter 1 Endnotes Chapter 2: Strategic Marketing Planning 2.1: Introduction 2.2: The Strategic Planning Process 2.3: The Marketing Plan 2.4: Maintaining Customer Focus and Balance in Strategic Planning Lessons From Chapter 2 Endnotes Chapter 3: Collecting and Analyzing Marketing Information 3.1: Introduction 3.2: Conducting a Situation Analysis 3.3: The Internal Environment 3.4: The Customer Environment 3.5: The External Environment 3.6: Collecting Marketing Data And Information Lessons From Chapter 3 Endnotes Chapter 4: Developing Competitive Advantage and Strategic Focus 4.1: Introduction 4.2: Modern Relevance of Swot Analysis 4.3: Making Swot Analysis Productive 4.4: Swot-Driven Strategic Planning 4.5: Developing and Leveraging Competitive Advantages 4.6: Establishing a Strategic Focus 4.7: Developing Marketing Goals and Objectives Lessons From Chapter 4 Endnotes Chapter 5: Customers, Segmentation, and Target Marketing 5.1: Introduction 5.2: Buyer Behavior in Consumer Markets 5.3: Buyer Behavior in Business Markets 5.4: Market Segmentation 5.5: Identifying Market Segments 5.6: Target Marketing Strategies Lessons From Chapter 5 Endnotes Chapter 6: The Marketing Program 6.1: Introduction 6.2: Product Strategy 6.3: Pricing Strategy 6.4: Supply Chain Strategy 6.5: Integrated Marketing Communications 6.6: Personal Selling and Sales Management Lessons From Chapter 6 Endnotes Chapter 7: Branding and Positioning 7.1: Introduction 7.2: Strategic Issues in Branding 7.3: Differentiation and Positioning 7.4: Mananging Brands Over Time Lessons From Chapter 7 Endnotes Chapter 8: Ethics and Social Responsibility in Marketing Strategy 8.1: Introduction 8.2: Ethics and Social Responsibility in Marketing Strategy 8.3: Ethical Issues in the Marketing Program 8.4: Managing and Controlling Ethical Issues 8.5: Relationship to Marketing and Financial Performance 8.6: Incorporating Ethics and Social Responsibility Into Strategic Planning Lessons From Chapter 8 Endnotes Chapter 9: Marketing Implementation and Control 9.1: Introduction 9.2: Strategic Issues in Marketing Implementation 9.3: Approaches to Marketing Implementation 9.4: Internal Marketing and Marketing Implementation 9.5: Evaluating and Controlling Marketing Activities Lessons From Chapter 9 Endnotes Chapter 10: Developing and Maintaining Long-Term Customer Relationships 10.1: Introduction 10.2: Managing Customer Relationships 10.3: Quality and Value: The Keys to Developing Customer Relationships 10.4: Customer Satisfaction: The Key to Customer Retention Lessons From Chapter 10 Endnotes

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