test bank for Principles of Marketing 7th Australian Edition by Gary Armstrong

Table of Contents

Part 1 Defining marketing and the marketing process
1 Marketing: Creating and capturing customer value
2 Company and marketing strategy: Partnering to build customer engagement, value and relationships
Part 2 Understanding the marketplace and consumers
3 The marketplace and customers: Analysing the environment
4 Marketing analytics: Gaining customer insights
5 Buyer behaviour: Understanding consumer and business buyers
Part 3 Designing a customer-driven strategy and mix
6 Customer-driven marketing strategy: Creating value for target customers
7 Products, services and brands: Offering customer value
8 New products: Developing and managing innovation
9 Pricing: Capturing customer value
10 Placement: Customer value fulfilment
11 Communicating customer value: Advertising and public relations
12 Personal selling and sales promotion: Creating value in relationships
13 Direct and digital marketing: Interactivity and fulfillment
Part 4 Extending marketing
14 Sustainable marketing: Social responsibility, ethics and legal compliance

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