Principles of Marketing
Principles of Marketing is targeted at the core marketing course for undergraduate business majors and minors. The book is designed for conceptual accessibility to students who are relatively early in their business curriculum (such as second-year students), yet it is also suitable for more advanced students. Due to the wide range of audiences and course approaches, the book is designed to be as flexible as possible. It provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous upper-level courses. Concepts are reinforced through detailed and realistic company and organization scenarios and examples from various industries and geographical locations. Principles of Marketing also includes a diverse array of organizations so that students can see themselves and relate to the key concepts discussed.
Intoduction
Module 1 - Marketing and Customer Value
In the Spotlight
Figure 1.1 Gatorade remains a market-leading product due to parent company Pepsi’s success with...
1.1 Marketing and the Marketing Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and des...
1.2 The Marketing Mix and the 4Ps of Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and des...
1.3 Factors Comprising and Affecting the Marketing Environment
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and des...
1.4 Evolution of the Marketing Concept
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the p...
1.5 Determining Consumer Needs and Wants
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain how ...
1.6 Customer Relationship Management (CRM)
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define custome...
1.7 Ethical Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define ethi...
Chapter Summary
This chapter introduces the basic concepts of marketing, including adding value to a company’s bu...
Key Terms
5Ms of marketing internal elements of a marketing plan that need to be resolved if the plan is...
Applied Marketing Knowledge: Discussion Questions
1. Why is capturing customer lifetime value so important? Choose a retailer, and apply this con...
Critical Thinking Exercises
1. Your roommate in the dorm talks on his cell phone incessantly while you’re trying to stu...
Building Your Personal Brand
Taking college courses is a huge step forward in your professional development. But there are add...
What Do Marketers Do?
The American Marketing Association (AMA) has teamed up with the Digital Marketing Institute to of...
Marketing Plan Exercise
MARKETING PLAN PROJECT—PART I During this course, you will develop a marketing plan as part of a...
Closing Company Case
Batdorf & Bronson Coffee is a global drink loved by so many. From the simple espresso in Italy...
References
1. Rachel Arthur, “Gatorade, Powerade & BodyArmor: How PepsiCo and Coca-Cola Are Playing in...
Module 2 - Strategic Planning in Marketing
In the Spotlight
Figure 2.1 A team of marketing strategists brainstorm to develop a strategic plan. (credit: m...
2.1 Developing a Strategic Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define stra...
2.2 The Role of Marketing in the Strategic Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the ro...
2.3 Purpose and Structure of the Marketing Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
2.4 Marketing Plan Progress Using Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marke...
2.5 Ethical Issues in Developing a Marketing Strategy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
Chapter Summary
This chapter explores the topic of marketing strategy in more detail. Strategy starts with unders...
Key Terms
BCG matrix Boston Consulting Group’s framework for analyzing an organization’s strategic busin...
Applied Marketing Knowledge: Discussion Questions
1. Your university annually evaluates the current and possible value of its strategic busin...
Critical Thinking Exercises
1. Like Clorox and Zoom, Peloton was poised to the seize market opportunities created by th...
Building Your Personal Brand
There are many brands that recognize the benefits of hiring brand ambassadors. Red Bull is one of...
What Do Marketers Do?
Consider the city where you live. Why do you live there? Why have businesses chosen to locate the...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Blue Zones When adventurer Dan Buettner set off around the world, riding his bike and visiting...
References
1. “About Us,” Contact Frito-Lay, PepsiCo, accessed June 5, 2022, https://contact.pepsico.c...
Understanding the Marketplace
Welcome to Unit 2 of Principles of Marketing. In Unit 1, the stage was set for studying marketing...
Module 3 - Consumer Markets and Purchasing Behavior
In the Spotlight
Figure 3.1 Understanding consumer purchasing decisions is important because it allows compani...
3.1 Understanding Consumer Markets and Buying Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define consume...
3.2 Factors That Influence Consumer Buying Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and de...
3.3 The Consumer Purchasing Decision Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the fi...
3.4 Ethical Issues in Consumer Buying Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe et...
Chapter Summary
This chapter defined consumer markets and consumer buying behavior and discussed the buyer’s blac...
Key Terms
4Ps the “marketing mix”—product, price, promotion, and place attitudes a learned set o...
Applied Marketing Knowledge: Discussion Questions
1. What sort of purchasing behavior do you, as a student, exhibit? Do you stop by a convenience...
Critical Thinking Exercises
1. Research has shown that consumers’ buying behavior changes over time, reflecting their a...
Building Your Personal Brand
Knowing yourself well is essential to helping you identify your personal brand. How would you cha...
What Do Marketers Do?
Have you ever wondered where analysts gather consumer behavior data and how they make sense of it...
Closing Company Case
Wired Coffee Bar Figure 3.15 Recognizing an opportunity to open a coffee shop in a small c...
References
1. Daniel Campos, “Committing to the Core: How McDonald’s Innovated to Survive (and Thrive)...
Module 4 - Business Markets and Purchasing Behavior
In the Spotlight
Figure 4.1 Business-to-business marketing is when one business sells products or provides ser...
4.1 The Business-to-Business (B2B) Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the business-to...
4.2 Buyers and Buying Situations in a B2B Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the types of ...
4.3 Major Influences on B2B Buyer Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
4.4 Stages in the B2B Buying Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain and describe t...
4.5 Ethical Issues in B2B Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical issues...
Chapter Summary
In this chapter, we defined business-to-business (B2B) markets and buying behavior and explored t...
Key Terms
authority the right to give orders, supervise the work of others, and make certain decisions B2...
Applied Marketing Knowledge: Discussion Questions
1. Go to the Tesla corporate website. Which market(s)—consumer, business, institutional, resell...
Critical Thinking Exercises
1. Compose a paragraph of 250–500 words using all of the following terms as they relate t...
Building Your Personal Brand
Your personal brand is the skills and talents you bring to future employers or to your own busine...
What Do Marketers Do?
Utilize LinkedIn to find brand managers in your geographic area, and invite one or more to connec...
Closing Company Case
Corporate Medical Services Corporate Medical Services (CMS) was established in Tennessee o...
References
1. “RingCentral Case Study,” Medallia, accessed September 29, 2021, https://www.medallia.co...
Module 5 - Market Segmentation, Targeting, and Positioning
In the Spotlight
Figure 5.1 Market segmentation allows companies to focus their resources on their target mark...
5.1 Market Segmentation and Consumer Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define market segmenta...
5.2 Segmentation of B2B Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the challenge...
5.3 Segmentation of International Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the challenge...
5.4 Essential Factors in Effective Market Segmentation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
5.5 Selecting Target Markets
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define target market. ...
5.6 Product Positioning
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define product positio...
5.7 Ethical Concerns and Target Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical implic...
Chapter Summary
In this chapter, market segmentation is defined and the differences between segmenting B2C, B2B, ...
Key Terms
ADAMS the essential factors in effective market segmentation—accessible, differentiable, actiona...
Applied Marketing Knowledge: Discussion Questions
1. Somewhat like the cola wars of the 1980s, quick-service food chains are engaging in chic...
Critical Thinking Exercises
1. Mountain Dew was introduced in 1940 and marketed as “moonshine,” complete with Willy the...
Building Your Personal Brand
There are numerous examples of successful personal brands. For good examples, read this article f...
What Do Marketers Do?
Utilize LinkedIn to find two sales managers in your geographic area and invite them to connect wi...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Travelers Point Distillery In early 2000, several friends got together to tell stories and dri...
References
1. Gregory Schmidt, “Mattel Is Reviving Max Steel Action Figure for a New Media Age,” New Y...
Module 6 - Marketing Research and Market Intelligence
In the Spotlight
Figure 6.1 Marketing research provides companies with data-driven insights that allow for dee...
6.1 Marketing Research and Big Data
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing resea...
6.2 Sources of Marketing Information
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify sources of ma...
6.3 Steps in a Successful Marketing Research Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify and describe ...
6.4 Ethical Issues in Marketing Research
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe ethical issue...
Chapter Summary
In this chapter, we discovered the critical nature of marketing research on the success o...
Key Terms
aided awareness when a product, brand, or company list is provided to select from to measure awa...
Applied Marketing Knowledge: Discussion Questions
1. Why is it vital for companies to understand and use customer insights in gathering and m...
Critical Thinking Exercises
1. Draw a diagram depicting a marketing information system. Show how the marketing research...
Building Your Personal Brand
If you’re a curious person, you may enjoy a career in data science, marketing research, or consum...
What Do Marketers Do?
Research is a part of many career paths for marketers and business personnel. Financial planners,...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Nordstrom One day a customer walked into an upscale fashion retail store in Anchorage, Alaska,...
References
1. “Girls Are Ready to Overcome Gender Norms but Society Continues to Enforce Biases That H...
Module 7 - Marketing in a Global Environment
In the Spotlight
Figure 7.1 International marketing opportunities can be advantageous for many companies if th...
7.1 The Global Market and Advantages of International Trade
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define global market o...
7.2 Assessment of Global Markets for Opportunities
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the different...
7.3 Entering the Global Arena
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the strategies us...
7.4 Marketing in a Global Environment
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how marketing...
7.5 Ethical Issues in the Global Marketplace
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
Chapter Summary
As outlined in this chapter, transportation, technological developments, and business landscape a...
Key Terms
adapted global marketing strategy a strategy in which a company utilizes different marketing str...
Applied Marketing Knowledge: Discussion Questions
1. Why do most global organizations envision the world as a huge market without borders? ...
Critical Thinking Exercises
1. Marketers must consider the global marketing environment when determining strategy. In a...
Building Your Personal Brand
There are ways to build skills that will help you in international markets. Consider the items sh...
What Do Marketers Do?
Part of the International Trade Administration, Export Assistance Centers (found in the United St...
Closing Company Case
Timmy Global Health Founded in 1997 by Dr. Charles (Chuck) Dietzen, Timmy Global Health has a ...
References
1. “Company Timeline,” Starbucks Stories & News, Starbucks, January 24, 2019, https://stori...
Module 8 - Marketing in a Diverse Marketplace
In the Spotlight
Figure 8.1 Diversity marketing is an adaptation strategy in which companies tailor their mark...
8.1 Strategic Marketing: Standardization versus Adaptation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing stand...
8.2 Diversity and Inclusion Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define diversity marke...
8.3 Multicultural Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define culture. 2 Exp...
8.4 Marketing to Hispanic, Black, and Asian Consumers
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Hispanic,...
8.5 Marketing to Sociodemographic Groups
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sociodemographi...
8.6 Ethical Issues in Diversity Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the ethical i...
Chapter Summary
Marketing reflects an organization’s ethics and values as it communicates, especially with curren...
Key Terms
acculturation the process by which a person’s family cultural patterns change because of direct ...
Applied Marketing Knowledge: Discussion Questions
1. The Special Olympics offers businesses the opportunity to sponsor local, regional, natio...
Critical Thinking Exercises
1. Like Nike’s marketing adaptation with “Nike by You,” other retailers offer customers ind...
Building Your Personal Brand
Students who are building their résumés have always been encouraged to set themselves apart from ...
What Do Marketers Do?
Relatively few recent marketing graduates think about entering the nonprofit arena. Some of the k...
Closing Company Case
Lineout If 50 is the new 30, most 50-year-olds want to look 30. Consumers in their twenties wa...
References
1. Procter & Gamble, A Common Goal Drives Our Aspirations: P&G and the Hispanic Community, ...
Product, Promotion, Price, and Place
In this last unit, we will be exploring next-level marketing concepts. We will look at product ma...
Module 9 - Products: Consumer Offerings
In the Spotlight
Figure 9.1 Marketing strategies define and support the product life cycle and brand, such as ...
9.1 Products, Services, and Experiences
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Differentiate between ...
9.2 Product Items, Product Lines, and Product Mixes
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define product items, ...
9.3 The Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the product lif...
9.4 Marketing Strategies at Each Stage of the Product Life Cycle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss marketing stra...
9.5 Branding and Brand Development
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define branding and di...
9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify branding stra...
9.7 Creating Value through Packaging and Labeling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how an organi...
9.8 Environmental Concerns Regarding Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe environmental...
9.9 Ethical Issues in Packaging
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain ethical issues...
Chapter Summary
Products are the consumer offering. They are the reason that the customer is making a value excha...
Key Terms
actual product product available for purchase augmented product product having unseen aspects ...
Applied Marketing Knowledge: Discussion Questions
1. Think of a product that you have used recently. What are the core, actual, and augmented...
Critical Thinking Exercises
1. Brainstorm purchases that you have made this week. Classify each into convenience produc...
Building Your Personal Brand
Can you honestly say that you “own” who you are? Do your habits and mannerisms belong to you? Are...
What Do Marketers Do?
A product manager is the keeper of a brand. Their job is to develop the product strategy—the what...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Ramblewood In 2018, husband and wife duo Zach and Riley McDonald began getting a flood of requ...
References
1. “Compare Bikes: Which One Is Right for You?,” Peloton, accessed February 1, 2022, https:...
Module 10 - Maintaining a Competitive Edge with New Offerings
In the Spotlight
Figure 10.1 A new product’s success is dependent on the product development cycle and why con...
10.1 New Products from a Customer’s Perspective
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define a new product. ...
10.2 Stages of the New Product Development Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the stages of...
10.3 The Use of Metrics in Evaluating New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the importance...
10.4 Factors Contributing to the Success or Failure of New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify and discuss f...
10.5 Stages in the Consumer Adoption Process for New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the stages in...
10.6 Ethical Considerations in New Product Development
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss violations of ...
Chapter Summary
In this chapter we discussed the different forms of innovation as applied to new product developm...
Key Terms
additions to existing product lines product line extensions that involve changes to styles or fl...
Applied Marketing Knowledge: Discussion Questions
1. Explain the differences in: Continuous innovation Dynamically continuous innovation ...
Critical Thinking Exercises
1. From a consumer perspective, what motivates you to try a new product? What new products ...
Building Your Personal Brand
Review this Ascent article by Aaron Weber and pay attention to his explanation of the 5 Ps for bu...
What Do Marketers Do?
Using an online networking platform—for example, LinkedIn—network and connect with someone in pro...
Closing Company Case
Maintaining a Competitive Edge with New Offerings—Ember Every morning, millions of Americans w...
References
1. “December Holiday Campaigns That Caught Our Eye,” AgencyChina, January 9, 2018, https://...
Module 11 - Services: The Intangible Product
In the Spotlight
Figure 11.1 Services are intangible, nonphysical products, such as childcare, and they make u...
11.1 Classification of Services
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define services. 2 Li...
11.2 The Service-Profit Chain Model and the Service Marketing Triangle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and explain the...
11.3 The Gap Model of Service Quality
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Gap Model...
11.4 Ethical Considerations in Providing Services
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the ethical c...
Chapter Summary
In this chapter, we explore services. One of the first concepts is that services are intangible, ...
Key Terms
assurance in terms of the RATER model, the degree to which an organization inspires trust in its...
Applied Marketing Knowledge: Discussion Questions
1. Review this Houston Chronicle article about the eight elements of service marketing. Pic...
Critical Thinking Exercises
1. Agree or disagree with the following statement: I tip for service based solely on the am...
Building Your Personal Brand
“Communication is the act or process of using words, sounds, signs, or behaviors to express or ex...
What Do Marketers Do?
Considering that “70% of small businesses are operated and owned by a single person,” the questio...
Closing Company Case
Adventist Health Castle Adventist Health Castle in Kailua, Hawaii, is an award-winning hospita...
References
1. Andrea Forstadt, “10 Service-Based Business Ideas,” US Chamber of Commerce, April 2, 202...
Module 12 - Pricing Products and Services
In the Spotlight
Figure 12.1 Price is one of the marketing mix elements and a factor that impacts customer dec...
12.1 Pricing and Its Role in the Marketing Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define pricing. 2 Exp...
12.2 The Five Critical Cs of Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five critical...
12.3 The Five-Step Procedure for Establishing Pricing Policy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five-step pro...
12.4 Pricing Strategies for New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the pricing strat...
12.5 Pricing Strategies and Tactics for Existing Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the pricing...
12.6 Ethical Considerations in Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
Chapter Summary
In this chapter, we explored the process of setting pricing for products and services and the imp...
Key Terms
artificial time constraints pricing strategy that creates a sense of urgency in buyers’ minds b...
Applied Marketing Knowledge: Discussion Questions
1. Choose a mass retailer such as Walmart or Target and look at its weekly advertisement. Y...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to prici...
Building Your Personal Brand
One of the most important tasks you have in establishing your personal brand is how you are going...
What Do Marketers Do?
Using LinkedIn, find a pricing analyst. Reach out to them, introduce yourself, and let them know ...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Naked Wines Buying a good bottle of wine can be hit or miss. A consumer can pay a lot and not ...
References
1. George Hatch, “What You Need to Know about Amazon Prime: 2005–Today,” Pattern Blog, Patt...
Module 13 - Integrated Marketing Communications
In the Spotlight
Figure 13.1 Peloton uses an integrated marketing strategy to reach consumers through multiple...
13.1 The Promotion Mix and Its Elements
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the promotion m...
13.2 The Communication Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the communica...
13.3 Integrated Marketing Communications
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define integrated mark...
13.4 Steps in the IMC Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the ...
13.5 Ethical Issues in Marketing Communication
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
Chapter Summary
After the marketer has facilitated all the other marketing mix variables, they are ready to commu...
Key Terms
5A framework map of the consumer’s various need states as they find out about a product and fina...
Applied Marketing Knowledge: Discussion Questions
1. Evaluate the skills that are required to be successful in a personal-selling position. W...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to integ...
Building Your Personal Brand
One of the key ways that you can build your personal brand is by association. The following is a ...
What Do Marketers Do?
Using the same list of marketing associations above, contact the one that interests you the most ...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Little Debbie Part of your childhood nostalgia may include the Little Debbie Oatmeal Creme Pie...
References
1. “The Peloton Story,” Peloton, accessed June 30, 2022, https://www.onepeloton.com/company...
Module 14 - The Promotion Mix: Advertising and Public Relations
In the Spotlight
Figure 14.1 Advertising is a form of promotion and can be presented in many channels; one exa...
14.1 Advertising in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define advertising and...
14.2 Major Decisions in Developing an Advertising Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps involve...
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the key performan...
14.4 Public Relations and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define public relation...
14.5 The Advantages and Disadvantages of Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the advantages...
14.6 Ethical Concerns in Advertising and Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Illustrate ethical iss...
Chapter Summary
In this chapter, we discuss the importance of advertising and public relations in the promotional...
Key Terms
advertising paid communication messages that identify a brand or organization and are intended t...
Applied Marketing Knowledge: Discussion Questions
1. List the objectives of advertising. 2. Explain the five approaches to creat...
Critical Thinking Exercises
1. Explain the key metrics used to measure the success of an advertising campaign. ...
Building Your Personal Brand
The act of building a personal brand requires a commitment that comes with having a well-develope...
What Do Marketers Do?
Send a message to your college or university marketing department asking for a time to talk to th...
Closing Company Case
Peloton If you have ever taken a class at your local gym, you know the excitement of the camar...
References
1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/. 2. Leo B...
Module 15 - The Promotion Mix: Personal Selling and Sales Promotion
In the Spotlight
Figure 15.1 Hilton Hotel utilizes a personal selling process with its HGV product. (credit: m...
15.1 Personal Selling and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define personal sellin...
15.2 Classifications of Salespeople Involved in Personal Selling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the various roles...
15.3 Steps in the Personal Selling Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the ...
15.4 Management of the Sales Force
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the issues in...
15.5 Sales Promotion and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sales promotion...
15.6 Main Types of Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the primary ty...
15.7 Ethical Issues in Personal Selling and Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the ethical is...
Chapter Summary
This chapter covers personal selling and promotions, both integral components of marketing. Perso...
Key Terms
adaptive selling an approach to personal selling in which selling behaviors are altered during t...
Applied Marketing Knowledge: Discussion Questions
1. Consider which of the sales positions you have engaged with in the last month. Would the...
Critical Thinking Exercises
1. Compose a paragraph (150–200 words) using all of the following terms as they relate to...
Building Your Personal Brand
Consider the concept of personal selling, and apply it to yourself. What information would you ne...
What Do Marketers Do?
We are surrounded by personal selling encounters: cell phone, insurance, services in a bank, rest...
Closing Company Case
Cutco In 1949, Cutco began manufacturing knives in Olean, New York. At the time, Cutco was mak...
References
1. “Sales Force Automation Technology and CRM: What’s the Difference?,” Sales Blog & Field ...
Module 16 - Direct, Online, Social Media, and Mobile Marketing
In the Spotlight
Figure 16.1 Social media marketing through Pinterest, Twitter, and other platforms is one way...
16.1 Traditional Direct Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
16.2 Social Media and Mobile Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss social media m...
16.3 Metrics Used to Evaluate the Success of Online Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the role of ma...
16.4 Ethical Issues in Digital Marketing and Social Media
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe ethical issue...
Chapter Summary
Direct, online, and social media marketing include a mix of useful tools that help marketers enga...
Key Terms
affiliates people or companies that earn a commission for driving traffic to another person’s or...
Applied Marketing Knowledge: Discussion Questions
1. The Association of National Marketers (ANA) acquired the Data & Marketing Association (f...
Critical Thinking Exercises
1. Compose a paragraph (150–200 words) using all of the following terms as they relate to d...
Building Your Personal Brand
Goal-setting is the development of an action plan designed to motivate and guide an individual, g...
What Do Marketers Do?
Check out the Association of National Advertisers (ANA) website, and scan the wealth of informati...
Closing Company Case
Publix Founded in 1930, supermarket chain Publix started with one store in Winter Haven, Flori...
References
1. “Number of Active Subscribers of HelloFresh and Blue Apron from 2016 to 2021,” Statista,...
Module 17 - Distribution: Delivering Customer Value
In the Spotlight
Figure 17.1 Marketers need to determine distribution strategies that gets their products in t...
17.1 The Use and Value of Marketing Channels
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the use of ma...
17.2 Types of Marketing Channels
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the types of ...
17.3 Factors Influencing Channel Choice
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the factors t...
17.4 Managing the Distribution Channel
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how channel m...
17.5 The Supply Chain and Its Functions
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define supply chain ma...
17.6 Logistics and Its Functions
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and describe lo...
17.7 Ethical Issues in Supply Chain Management
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the issue of t...
Chapter Summary
In this chapter, the functions and benefits of marketing channels are explored. Marketing channel...
Key Terms
accumulating relates to intermediaries buying in bulk from different manufacturers adjusting fo...
Applied Marketing Knowledge: Discussion Questions
1. What are the methods used to evaluate channel members? Why is this important? 2...
Critical Thinking Exercises
1. Create a strategy for managing channel conflict within a marketing channel. 2. ...
Building Your Personal Brand
Consider what sustainability and social responsibility mean to you. How do they impact your life ...
What Do Marketers Do?
Contact one of the following businesses and ask to speak to a person in the supply chain or logis...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Global Containers & Custom Packaging Inc. It happens without much thinking—you go online, clic...
References
1. “Outstanding Foods: Taking This Little Pig-Free Bacon Chip to Market,” BeyondBrands, acc...
Module 18 - Retailing and Wholesaling
In the Spotlight
Figure 18.1 There are numerous retail and wholesale channels, including brick-and-mortar stor...
18.1 Retailing and the Role of Retailers in the Distribution Channel
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define retailing. 2 D...
18.2 Major Types of Retailers
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Characterize various s...
18.3 Retailing Strategy Decisions
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how pricing a...
18.4 Recent Trends in Retailing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List major trends and ...
18.5 Wholesaling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define wholesaling. 2...
18.6 Recent Trends in Wholesaling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the impact of ...
18.7 Ethical Issues in Retailing and Wholesaling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical issues...
Chapter Summary
This chapter explores two important members of the distribution channel and value delivery system...
Key Terms
automatic vending the use of an electronic device that dispenses a product cash-and-carry whole...
Applied Marketing Knowledge: Discussion Questions
1. Define direct consumer marketing channels and indirect consumer marketing channels. List...
Critical Thinking Exercises
1. According to PR Newswire, more than 40 percent of the overall revenue from the multimoda...
Building Your Personal Brand
Have you ever worked in a grocery store stocking shelves, worked at your campus bookstore, or wai...
What Do Marketers Do?
C.H. Robinson is a third-party logistics provider headquartered in Eden Prairie, Minnesota. Many ...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Ace Hardware With annual sales of more than $400 billion in the United States, the home improv...
References
1. Precycle (website), accessed September 2, 2022, https://www.precyclenyc.com/. 2...
Module 19 - Sustainable Marketing: The New Paradigm
In the Spotlight
Figure 19.1 Sustainability marketing, which takes into account present consumers’ needs witho...
19.1 Sustainable Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sustainable mar...
19.2 Traditional Marketing versus Sustainable Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain how the partie...
19.3 The Benefits of Sustainable Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the various b...
19.4 Sustainable Marketing Principles
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the principles of...
19.5 Purpose-Driven Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Understand issues rela...
Chapter Summary
Sustainable marketing is an effort by companies to run their business to serve the customers of t...
Key Terms
consumer-oriented marketing marketing strategies focused on customer needs and solving their pro...
Applied Marketing Knowledge: Discussion Questions
1. If we agree with the notion that products and services of today should not harm people o...
Critical Thinking Exercises
1. Design a sustainability campaign. Select a product or service that is not currently sust...
Building Your Personal Brand
A workplace study by Blue Beyond Consulting shows that 8 in 10 employees say that it’s important ...
References
1. “Shaping the Sustainable Organization,” Accenture, accessed September 7, 2022, https://w...
Answer Key
Chapter 1
1.1 Knowledge Check 1. c. Place utility addresses convenience in terms of where a consumer c...
Chapter 2
2.1 Knowledge Check 1. b. The mission statement sums up in a few sentences what the company ...
Chapter 3
3.1 Knowledge Check 1. c. Complex buying behavior involves high involvement in the buying de...
Chapter 4
4.1 Knowledge Check 1. c. Derived demand is a market demand for a good or service that resul...
Chapter 5
5.1 Knowledge Check 1. c. Starbucks researches the culture of the countries in which it oper...
Chapter 6
6.1 Knowledge Check 1. d. Marketing research is the process of collecting information from a...
Chapter 7
7.1 Knowledge Check 1. a. Global market opportunities refer to the favorable conditions that...
Chapter 8
8.1 Knowledge Check 1. a. Choosing between standardization and adaptation strategies include...
Chapter 9
9.1 Knowledge Check 1. a. A haircut is a service because it cannot be touched, owned, or sto...
Chapter 10
10.1 Knowledge Check 1. c. With dynamically continuous innovation, some changes in consumer ...
Chapter 11
11.1 Knowledge Check 1. c. The concept of service perishability states that services (such a...
Chapter 12
12.1 Knowledge Check 1. a. Artificial time constraints tell the consumer they will miss out ...
Chapter 13
13.1 Knowledge Check 1. a. The goal of IMC is to communicate a clear and consistent message ...
Chapter 14
14.1 Knowledge Check 1. a. One media channel used in advertising is commercials. 2. c. ...
Chapter 15
15.1 Knowledge Check 1. d. Personal selling is used by companies when they have a product th...
Chapter 16
16.1 Knowledge Check 1. a. Online direct marketing includes digital tools such as email, web...
Chapter 17
17.1 Knowledge Check 1. d. A marketing channel is a collection of people, organizations, pro...
Chapter 18
18.1 Knowledge Check 1. c. Retailing is the process of selling goods and services to the con...
Chapter 19
19.1 Knowledge Check 1. b. Diversity, equity, and inclusion support people, which makes it a...
Index
Symbols 1977 Foreign Corrupt Practices Act (FCPA) 15.7 Ethical Issues in Personal Selling and Sa...