kotler_toc_tif_Marketing management习题.doc

此文档收集于网络，如有侵权，请联系网站删除CONTENTSIntroductionPART 1: UNDERSTANDING MARKETING MANAGEMENTChapter 1: Defining Marketing for the 21st Century1Chapter 2: Developing Marketing Strategies and Plans31PART 2: CAPTURING MARKETING INSIGHTSChapter 3: Gathering Information and Scanning the Environment60Chapter 4: Conducting Marketing Research and Forecasting Demand90PART 3: CONNECTING WITH CUSTOMERSChapter 5: Creating Customer Value, Satisfaction, and Loyalty119Chapter 6: Analyzing Consumer Markets147Chapter 7: Analyzing Business Markets175Chapter 8: Identifying Market Segments and Targets205PART 4: BUILDING STRONG BRANDSChapter 9: Creating Brand Equity234Chapter 10: Crafting the Brand Positioning265Chapter 11: Dealing with Competition295PART 5: SHAPING THE MARKET OFFERINGSChapter 12: Setting Product Strategy325Chapter 13: Designing and Managing Services355Chapter 14: Developing Pricing Strategies and Programs385PART 6: DELIVERING VALUEChapter 15: Designing and Managing Value Networks and Channels415Chapter 16: Managing Retailing, Wholesaling, and Logistics444PART 7: COMMUNICATING VALUEChapter 17: Designing and Managing Integrated Marketing Communications475Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations505Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling533PART 8: CREATING SUCCESSFUL LONG-TERM GROWTHChapter 20: Introducing New Market Offerings562Chapter 21: Tapping into G