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CONTENTS Introduction......................................................................................................................................v Case-Oriented Syllabus....................................................................................................................1 Project-Oriented Syllabus................................................................................................................9 Resource Map................................................................................................................................15 Part 1: Defining Marketing and the Marketing Process Chapter 1: Marketing: Creating and Capturing Customer Value..................................................55 ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships......86 Part 2: Understanding the Marketplace and Consumers Chapter 3: Analyzing the Marketing Environment.....................................................................116 Chapter 4: Managing Marketing Information to Gain Customer Insights..................................143 Chapter 5: Consumer Markets and Consumer Buyer Behavior..................................................169 Chapter 6: Business Markets and Business Buyer Behavior......................................................196 Part 3: Designing a Customer-Driven Strategy and Mix Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers..........223 Chapter 8: Products, Services, and Brands: Building Customer Value......................................250 Chapter 9: New-Product Development and Product Life-Cycle Strategies................................279 Chapter 10: Pricing: Understanding and Capturing Customer Value.........................................304 Chapter 11: Pricing Strategies.....................................................................................................328

Copyright Š 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Chapter 12: Marketing Channels: Delivering Customer Value..................................................356 Chapter 13: Retailing and Wholesaling......................................................................................384 Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy............................................................................................................411 Chapter 15: Advertising and Public Relations............................................................................446 Chapter 16: Personal Selling and Sales Promotion.....................................................................471 Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships................502 Part 4: Extending Marketing Chapter 18: Creating Competitive Advantage............................................................................533 Chapter 19: The Global Marketplace..........................................................................................562 Chapter 20: Sustainable Marketing: Social Responsibility and Ethics.......................................591 Video Guide.................................................................................................................................621

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Copyright Š 2010 Pearson Education, Inc. Publishing as Prentice Hall


Solution manual principles of marketing 13th edition kotler