CLEP® Principles of Marketing Book + Online.
Başlık:
CLEP® Principles of Marketing Book + Online.
Yazar:
Finch, James E.
ISBN:
9780738683904
Yazar Ek Girişi:
Basım Bilgisi:
6th ed.
Fiziksel Tanımlama:
1 online resource (331 pages)
Seri:
CLEP Test Preparation
İçerik:
Cover -- Title Page -- Copyright Page -- Contents -- About Our Authors -- About Research & Education Association -- Acknowledgments -- Part I: Passing the CLEP Principles of Marketing Exam -- Getting Started -- The REA Study Center -- An Overview of the Exam -- All about the CLEP Program -- Options for Military Personnel and Veterans -- SSD Accommodations for Candidates with Disabilities6 -- 6 -Week Study Plan -- Test-Taking Tips -- The Day of the Exam -- Part II: Principles of Marketing Review -- 1: The Marketing Environment -- Marketing and Markets -- The Marketing Concept -- Marketing Functions and Processes -- Environmental Analysis -- Marketing Strategy and Planning -- 2: Marketing Research -- Estimating Market Demand -- 3: Target Markets -- Market Characteristics -- Demographics -- Behavioral Dimensions -- Market Segmentation -- Consumer Behavior -- Organizational and Industrial Markets -- 4: Product Planning and Management -- Product Classification -- Product Concepts -- New Product Planning -- Product Adoption and Diffusion -- Product Mix Management -- Product Life Cycle -- Brand Management -- Packaging -- 5: Distribution Systems -- Channels of Distribution -- Channel Functions -- Channel Structure -- Multiple Channels -- Channel Behavior -- Pushing vs. Pulling Strategies -- Physical Distribution Systems -- 6: Wholesaling and Retailing -- Wholesaling -- Retailing -- 7: Promotional Strategy -- Promotion Planning -- Advertising Plan -- Publicity and Public Relations -- Personal Selling -- Sales Promotion -- Direct Marketing -- 8: Pricing Policies and StrategiesPrice -- Price Fixing and Price Discrimination -- Pricing Strategy -- Pricing Decisions -- Price-Quality Correlation -- Psychological Pricing -- Profit Margin -- 9: Special Topics in Marketing -- International Marketing -- Nonprofit Marketing -- History of the Marketing Concept.
The Role of Marketing in the Economy -- Marketing Ethics -- PART III: Practice Tests -- Practice Test 1 -- Answer Key -- Detailed Explanations of Answers -- Practice Test 2 -- Answer Key -- Detailed Explanations of Answers -- Glossary -- Index.
Özet:
James Finch is the director of the M.B.A. program at the University of Wisconsin-La Crosse. He has also served the university as interim associate dean of the College of Business Administration and as a graduate faculty member. Dr. Finch holds a Ph.D. from Ohio State University.James Ogden is the chair of the Department of Marketing at Kutztown University in Kutztown, Pennsylvania. He has taught at Cedar Creek College, Central Michigan University, and the University of Northern Colorado. Dr. Ogden received his Ph.D. in College Student Personnel Administration from the University of Northern Colorado, and received his M.S. in Marketing from Colorado State University.Denise Ogden is an assistant professor in Marketing/Business Administration at Penn State Lehigh Valley in Reading/Fogelsville, Pennsylvania. She has taught at Allentown College/DeSales University and Cedar Crest College. Dr. Ogden holds a Ph.D. in Business Administration from Temple University.Anindya Chatterjee is an associate professor of Marketing at Slippery Rock University in Slippery Rock, Pennsylvania. He has taught at Temple University, from which he received a Ph.D. in Marketing.
Notlar:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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