Having moved beyond the novelty and frenzy of entering another century, we can objectively examine what a new era is likely to mean for business and marketing. Surely some developments of the 20th century will continue unabated. For example, the internationalization of business, reflected in the expansion of the European Union, increasing privatization in China, and the growth of truly global corporations, is becoming the norm. Virtually all industries and careers now have an international dimension. Technology has been an important component of business progress since the Industrial Revolution. However, the pace of technological advances has increased markedly. Two developments in communications, cellular phones and the Internet, are highly visible illustrations of how technology dramatically affects everyday life and the way we do business. In virtually every other aspect of lives from health care to entertainment, technology will continue to amaze and sometimes baffle us. And then there is the physical environment. Always a concern, it will almost certainly take on greater significance this century. Global warming, food production, air and water quality, and waste disposal are just a few of the issues that will require significant attention in the foreseeable future. In response to, or perhaps in anticipation of, these developments, marketers will change the ways they go about their roles. Fresh opportunities will be made possible by access to more and better data on customers and prospects. Added pressure will be exerted to consider the quality of life when developing and marketing products. New markets, both domestically and globally, will have to be assessed for their short- and long-term potential. Marketing, as an integral dimension of virtually every part of our lives, will be affected by these events. Although we may not be able to anticipate every development, it is clear that important changes are occurring and they will make marketing more challenging, dynamic, and exciting. We have designed the 13th edition of Marketing to help students prepare to operate in and contribute to the 21st century. Regardless of whether a person intends to work in a business, for the government, or in a nonprofit organization, the concepts, strategies, and techniques of effective marketing are relevant. The major features of our structure are:
Providing seven parts to the text that logically build from fundamental concepts through the major tasks associated with marketing to the strategic role of marketing in an organization. Bringing early attention to the global nature of marketing by dedicating Chapter 3 to this important topic, integrating global examples throughout the book, and providing “A Global Perspective” box in almost every chapter. Emphasizing the similarities as well as the differences between consumer and business marketing by means of back-to-back coverage in Chapters 4 and 5. Combining demand forecasting with its logical antecedents—segmentation, targeting, and positioning— in Chapter 6. Covering marketing research in Chapter 7, after students have been exposed to consumer and business markets and segmentation. Making services marketing (Chapter 11) part of the product section of the book. Combining wholesaling and physical distribution in one chapter. Integrating planning, implementation, and evaluation in Chapters 20 and 21 to provide a broad strategic context after students have a grasp of what marketing entails. Carrying four themes throughout the book—global marketing, ethical challenges, the marketer as decision maker, and the usefulness of technology—with separate boxes interspersed through out the chapters. These vignettes are intended to both inform students about noteworthy topics and issues and stimulate critical thinking on their part. Concluding with a chapter that examines the growing role that technology has—and surely will continue to have—in marketing. The changes we have made in the 13th edition are expected to make the book an even better learning device for students. Among the more noteworthy changes are:
The text has been shortened without reducing the number of topics covered.The Internet’s role is properly reflected throughout the book with examples, Web addresses, and boxes.The chapter-opening and part-ending cases, within-chapter boxes, and Interactive Marketing
Exercises at the end of each chapter are useful instruments for stimulating active learning through projects, classroom discussions, and debates.Two appendices, one on marketing math and the other on career planning and job search, are practical tools that can be integrated into the course or used independently by students. The latter appendix can be found on the website for the text.Each chapter begins with a contemporary case that sets the stage for the upcoming material. At the conclusion of the chapter, the case is revisited and more specific information is presented about marketing- related activities associated with the organization or product that is the subject of the case. By addressing the questions at the end of the “More about . . . ” part of each case, which follows the chapter text, students discover how they can apply what they have learned in the chapter to an actual marketing situation. Some of the organizations and products that are highlighted in the cases are highly recognizable whereas others are relatively unknown or somewhat unusual. However, we have made a special effort to select cases that students will find interesting. We have been asked, “Aren’t you concerned that some of the facts in a case may become dated or firms or products may be gone by the time the case is covered in class?” Our answer is an emphatic “No.” Students should be encouraged to do a little research on any case they examine and focus on the concepts, strategies, and techniques highlighted in the case. Students can learn from failures as well as successes. Most of the chapter-opening cases are new to the 13th edition. Any cases carried over from the 12th edition have been thoroughly updated. Each of the seven parts of the text ends with two cases. All of these cases involve real organizations and products. Rather than being comprehensive, we have focused each case on the subject matter covered in that particular part of the text in order to avoid overwhelming students with the complexity of many business problems. Included among the part-ending cases are: Cases we have developed that focus on competitive rivalries have been well received by both students and instructors, so we have retained that feature. Part-ending cases that illustrate the competitive battles between or among companies are: Given the accelerated pace of business today and the dynamic nature of marketing, we anticipate important developments related to the part-ending cases. Therefore, we will put news about major breaking developments related to the cases on the website for the 13th edition. This form of updating will keep the cases timely and interesting over the life of the edition. Students should go to the website to obtain this additional information about the organizations and products covered in the cases. Students need to be informed about and, in turn, recognize the significance of the evolving context in which marketing is performed. We have selected three environmental dimensions—globalization, information technology, and ethics—for special attention. Examples throughout the book and boxes titled “A Global Perspective,” “Marketing in the Information Economy,” and “An Ethical Dilemma?” help students understand how these important dimensions affect marketing and, more broadly, business and society. To place students in a more active role as they learn about marketing, we have incorporated “You Make the Decision” boxes throughout the text. After actual situations faced by marketers are described briefly, students are asked how they would deal with the particular challenge or opportunity. Each chapter concludes with three learning aids in addition to the “More about . . . ” part to the chapter-opening case:
A list of Key Terms and Concepts that provides reinforcement of important vocabulary from the chapter.A set of Questions and Problems that stresses the application of the text material rather than memorizing
or defining terms. Several Interactive Marketing Exercises, which require students to interact with customers and/or marketers outside the classroom. In carrying out these assignments, students will observe marketing situations, gather information first hand, and/or utilize valuable secondary sources. The objective of these exercises is to give students a better sense of how marketing is actually carried out. Teaching and Learning Supplements: In addition to the Marketing text, which serves as the primary learning instrument, several supplements facilitate the teaching and learning process. MICHAEL J. ETZEL
BRUCE J. WALKER
WILLIAM J. STANTON
AJAY PANDIT |
2005
Tata McGraw-Hill