Roger A. Kerin,
Southern Methodist University Steven W. Hartley,
University of Denver William Rudelius,
University of Minnesota
ISBN: 0070043450 Copyright year: 2004
Book Preface
Welcome to the exciting, dynamic, and challenging field of marketing! If you've been on the Web, in a store, part of a company, or a consumer of any of the thousands of products and services available in our marketplace, you've probably already noticed many of the extraordinary changes taking place. Personalized advertising, multichannel retailing, cashless vending, customized products, online coupons, web-based surveys, and interactive media are just a few of the many indications that marketing is racing inta new era. At the same time, many traditional elements of the discipline such as segmentation, new-product development, and pricing are growing in importance and use. The combination of the contemporary and the traditional elements of marketing create a truly exceptional topic to study and understand.
Marketing: The Core draws upon the content and highly successful approach we've used in seven editions of our other, longer, text entitled Marketing. Our goal with this new text is to present the basic concepts essential to an introductory marketing course, yet retain the pedagogy that has made Marketing a best-selling text.
What is our pedagogical framework? First, we use an active-learning approach that involves students in the text by combining facts, figures, information, cases, exercises, and photos in an engaging, experiential fashion. Second, we incorporate many current examples using firms, products, and services that students recognize and may have purchased as consumers. Third, our in-chapter study aids and design elements—such as concept checks and easy-to-read figures—are developed to match the learning styles of today's students. Finally, we have invested in the most effective educational technologies.
We are gratified by the growing interest in our approach tthe study of marketing. Feedback from students and instructors from around the world continues to reinforce our pedagogical style. Marketing and its translations and adaptations are now used extensively throughout the United States and in Canada, Poland, Russia, China, and many Spanish- and Portuguese-speaking countries. We hope that you will find Marketing: The Core a useful companion in your exploration of the knowledge, skills, and tools of the marketing discipline.
DISTINCTIVE FEATURES FOR MARKETING STUDENTS
Through our own classroom experiences we have developed many important, student-focused features that are prominent in every chapter:
Engaging writing style. Our easy-to-read writing style engages students through active-learning techniques, timely and interesting examples, and challenging applications.
Personal look at marketing professionals. Our text provides vivid and accurate descriptions of contemporary marketing professionals—through cases, extended examples, and testimonials—that allow students tpersonalize marketing and identify possible career interests and role models.
Contemporary and classic real-world examples. We use up-to-date examples that students are likely to recognize from their own experiences in the marketplace, plus classic examples that students of business and marketing can easily relate ttext concepts and typical marketing decisions.
Built-in learning aids. Learning objectives, concept checks, marginal key terms, chapter summaries, Internet exercises, and application questions are used to reinforce learning and tallow students to self-assess their progress.
Outstanding support resources. Each chapter also has a videsegment that supplements the written case and adds an exciting visual perspective to the company, products, and marketing decision makers discussed in the case. A student CD-ROM and Study Guide also offer supplemental information and assessment tools for each chapter.
ORGANIZATION AND CONTENTMarketing:The Core is divided into four parts. Part 1, "Initiating the Marketing Process," looks first at what marketing is and how it creates customer value and customer relationships (Chapter 1). Then Chapter 2 provides an overview of the strategic marketing process that occurs in an organization, which provides a framework for the text. Appendix A provides a sample marketing plan as a reference for students. Chapter 3 analyzes the major environmental factors in our changing marketing environment, and Chapter 4 provides a framework for including ethical and social responsibility considerations in marketing decisions.
Part 2, "Understanding Buyers and Markets," first describes, in Chapter 5, how individual consumers reach buying decisions. Next, Chapter 6 looks at industrial and organizational buyers and how they make purchase decisions. And finally, in Chapter 7, the nature and scope of world trade and the influence of cultural differences on global marketing practices are explored.
In Part 3, "Targeting Marketing Opportunities," the marketing research function and how information about prospective consumers is linked tmarketing strategy and decisions are discussed in Chapter 8. The process of segmenting and targeting markets and positioning products appears in Chapter 9.
Part 4, "Satisfying Marketing Opportunities," covers the four Ps—the marketing mix elements. The product element is divided into the natural chronological sequence of first developing new products and services (Chapter 10) and then managing the existing products, services, and brands (Chapter 11). Pricing is discussed in terms of the way organizations set prices (Chapter 12). Two chapters address the place (distribution) aspects of marketing: "Managing Marketing Channels and Supply Chains" (Chapter 13) and "Retailing and Wholesaling" (Chapter 14). Chapter 15 discusses integrated marketing communication and direct marketing, topics that have grown in importance in the marketing discipline recently. The primary forms of mass market communication—advertising, sales promotion, and public relations—are covered in Chapter 16. Personal selling and sales management are covered in Chapter 17. The text concludes with a description of specific techniques and issues related tcreating customer value through interactive and multichannel marketing approaches (Chapter 18).
CHAPTER HIGHLIGHTS
The role of the Internet and technology in marketing today. We recognize that the Internet and other digital technologies provide us with powerful new tools that can greatly enhance communication and commerce. From cover to cover, all chapters integrate coverage of e-commerce topics such as e-marketplaces, dynamic pricing, viral marketing, personalization, multichannel retailing, eCRM, collaborative commerce, file sharing and peer-to-peer communication, cyberservices, Internet appliances, interactive television, online secondary data sources, and virtual advertising.
Emphasis on customer value. Chapter 1 presents an enhanced emphasis on customer value, the role of brands and how they make firms accountable tconsumers, new products, the breadth of marketing and how it is used by many types of organizations, and a complete update of Rollerblade's marketing program.
Creating an effective marketing plan. Howling Coyote Chili's marketing plan follows Chapter 2 in Appendix A, to provide context for the student through an early example of a marketing plan.
Overview of the marketing environment. Chapter 3 now includes a discussion of the dramatic impact of file-sharing on the music industry; the shifting age distribution of the population; and the changing attitudes and roles of men and women. It also provides an introduction to current electronic business technologies, including the Internet, the World Wide Web, e-commerce, and the growth of collaborative commerce.
Ethics in marketing. Chapter 4 is devoted to the topic of ethics and social responsibility in marketing. In addition, most chapters also integrate ethics coverage in the Ethics and Social Responsibility Alert boxes.
Consumer behavior. Chapter 5 includes current examples related tthe stages of the consumer-decision process; it provides discussions of customer satisfaction and retention and looks at marketing strategies for high- and low-involvement products.
Organizational buying. Chapter 6 features sections on online buying in organizational markets, e-marketplaces, and online auctions.
Global coverage. Chapter 7 includes discussions of the emergence of a networked global marketspace and the influence of the World Trade Organization on the global rules of trade between nations.
Market research technology. Chapter 8 includes discussions of creative research techniques, such as hiring "cool hunters" tidentify important cultural trends, and coverage of Internet and fax survey techniques, data mining, and the impact of research on marketing actions.
Brand equity. Chapter 11 includes the customer-based brand equity pyramid, which helps explain the relationship between brand awareness and how consumers think and feel about a brand. This helps students understand how the added value of a brand name gives a product competitive and price advantage.
Channels coverage. Chapter 13 includes examples related to multiple channels of distribution, strategic alliances, vertical marketing, exclusive distribution, slotting allowances, and satisfying buyer requirements. Current examples, such as "Dell Computer Corporation: A Responsive Supply Chain," and "Wal-Mart, Inc.: An Efficient Supply Chain," are used to explain the role of supply chains and logistics management in marketing and how a firm balances distribution costs against the need for effective customer service.
Retailing and wholesaling coverage. Chapter 14 discusses the repositioning of Target as an upscale discount store; it also covers the global expansion of many retailers and e-tailers and popular retail formats such as franchising. This chapter alsprovides coverage of important new technologies, such as cashless vending systems, as well as new concepts such as everyday fair pricing and multichannel retailing.
Advertising coverage. Chapter 16 discusses virtual advertising, interactive television, satellite radio, and Internet advertising. Up-to-date examples of the latest forms of promotion, including sweepstakes, product placement, and online coupons, are alsprovided.
Interactive and multichannel marketing. Chapter 18 provides a framework for how to think about and implement marketing strategy in an Internet/Web-enabled marketspace. Emphasis is placed on interactive marketing practice and the growing application of multichannel marketing. Students will also find this chapter of interest because they will see how important it is for companies to forge collaborative channel relationships to improve their global market competitiveness.
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2004 McGraw-Hill Higher Education