Roger A. Kerin,
Southern Methodist University Steven W. Hartley,
University of Denver William Rudelius,
University of Minnesota
ISBN: 0070043450 Copyright year: 2004
Feature Summary
Engaging Writing. The easy-to-read writing style engages students through active learning techniques, timely and interesting examples, and challenging applications.
Personal Look at Marketing Professionals.The Core provides vivid and accurate descriptions of contemporary marketing professionals-- through cases, extended examples, and testimonials--that allow students to "personalize" marketing and identify possible career interests and role models.
Contemporary and Classic Real World Examples.The Core features 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 to text 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 to allow students to self-assess their progress.
Outstanding Support Resources. Each chapter has a video segment which supplements the written case and adds an exciting visual perspective to the company, products, and marketing decision makers discussed in the case.
Specific Chapter Features:
Emphasis on Customer Value: Chapter 1 presents an enhanced emphasis on customer value, the role of brands and how they make firms accountable to consumers, 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; 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 to the stages of the consumer-decision process; discussions of customer satisfaction and retention, and 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 discusses the organization on the global rules of trade between nations, and important differences in the economic infrastructures of China, India, Eastern Europe, and the countries of the former Soviet Union. Up-to-date discussion of global regulatory influences, such as the Economic Espionage Act and the Foreign Corrupt Practices Act.
Market Research Technology:Chapter 8 includes discussions of creative research techniques such as hiring "cool hunters" to identify important cultural trends, and coverage of Internet and fax survey techniques, data mining, how to deliver market research reports 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," as well as coverage of the global expansion of many retailers and e-tailers, and popular retail formats such as franchising. This chapter also provides coverage of important new technologies, such as cashless vending systems, as well as new concepts such as everyday fair pricing and multi-channel retailing.
Advertising Coverage:Chapter 16 includes virtual advertising, interactive television, satellite radio, as well as Internet advertising. Up-to-date examples of the latest forms of promotion, including sweepstakes, product placement, and online coupons are also provided.
Interactive and Multi-Channel 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 multi-channel 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.
Chapter Opening Vignettes: Designed to draw students into the chapter material. Selected companies include: Napster, JC Penney, Hard Rock Café, Target, TiVo, and Avon
Helpful Margin Definitions: Brief definitions of the key text terms located in the margin for quick reference and review.
Ethics and Social Responsibility Alert boxes: Highlight current topics of ethical and social concern.
The Role of the Internet and Technology in Marketing Today:The Core recognizes that the Internet and other digital technologies provide us with powerful new tools that can greatly enhance communication and commerce. From cover to cover, The Core integrates coverage of e-Commerce and technology, such as e-marketplaces, dynamic pricing, viral marketing, permission marketing, personalization, multi-channel retailing, eCRM, collaborative commerce, file sharing and peer-to-peer communication, cyberservices, Internet appliances, interactive television, online secondary data sources, and virtual advertising.
Appendix A Marketing Plan: Howling Coyote Chili's marketing plan returns following Chapter 2 in the text to provide context for the student through an early example of a marketing plan.
Concept Checks: At the end of each major chapter section Concept Checks pose critical thinking and memory recall questions that help students reflect on the text and test their comprehension.
Internet Exercises: These end-of chapter exercises ask students to go on-line and think critically about a specific company's use of the Internet in order to test and apply their knowledge of key concepts, terms, and topics and to evaluate the success or failure of the company's offering.
Boxed Examples:
Marketing NewsNet boxes: Provide exciting, current examples of marketing applications in action organized around the following themes: Technology & e-Commerce, Global Marketing, Customer Value, and Cross Functional Teams.
Web Link boxes: Encourage students to explore digital strategies that innovative companies are employing online.
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2004 McGraw-Hill Higher Education