Marketing Information Center: Feature Summary


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Marketing, 8/e

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
Eric N. Berkowitz, University of Massachusetts---Amherst
William Rudelius, University of Minnesota

Feature Summary

Integrated Marketing Plan Activities. Each chapter now includes a section titled "Building Your Marketing Plan" which discusses an element of the strategic marketing process presented in Chapter 2 (see Figure 2-5) and the sample marketing plan presented in Appendix A. Each Building Your Marketing Plan assignment provides step-by-step activities corresponding to the topics discussed in that chapter. By completing the assignments students will have completed all of the key components of a marketing plan. The assignments can be integrated into the Marketing Planning software.
Assessment-Ready Objectives and Summaries. Each chapter (1) begins with measurable learning objectives and (2) ends with the Chapter in Review, which is a summary of chapter content related to each objective. This direct link between objectives and content facilitates now common accreditation efforts necessary to meet assurance of learning requirements. The objectives are cross-referenced to specific test bank questions to allow construction of measurement instruments.
Weekly Updates. The authors will be providing updated material to the classroom every Friday. This hot-off-the-press material will provide instructors with current, fresh and interesting examples not found in their students’ textbooks.
Supplements Integration and Streamlining. The instructors Manual to accompany Marketing 8e is designed to assist instructors not only in the dissemination of content but also provide efficiency assistance. Because we provide such a wealth of supplements, it is necessary to help instructors understand how to use them and integrate them into the course. Additionally, we are combining the distribution of many of our supplements to reduce confusion. For example, the PowerPoint Slides are going to be available on the IRCD instead of as separate CD’s.
Increased Emphasis on Meeting Consumer Needs with New Products. Chapter 1 presents an enhanced discussion of the difficulty of introducing successful new products, and provides a variety of new product examples as engaging topics of discussion for students. A complete update of Rollerblade’s new product line and marketing program is also provided.
Expanded Coverage of Business Portfolio Analysis. The Chapter 2 discussion of BCG’s business portfolio analysis has been expanded and applied to Kodak’s shift from film to digital technology. Students are asked to evaluate four opportunities – film, digital cameras, self-service kiosks, and printers – in terms of the BCG matrix alternatives.
Updated Overview of the Marketing Environment. Chapter 3 now includes discussions of the digital revolution taking place in the music industry, global population trends, generational cohorts (including millennials) and the transition of Gen Y to economic adults, the two new types of "statistical areas" used by the Census Bureau, multicultural marketing, the growth of new technologies such as VOIP and Wi-Fi, and new regulations such as the Madrid Protocol, the Federal Dilution Act, and the CAN-SPAM Act.
Addition of Extended Examples to Ethics and Social Responsibility Discussion . Detailed examples of situations, products, and companies familiar to students have been added to Chapter 4. A survey showing student’s attitudes toward downloading music, Xerox’s efforts at green marketing through its "Design for the Environment" program, and the growth of online fraud are examples used to help students relate to the concepts presented in the chapter.
Updated Consumer Behavior Coverage. Chapter 5 includes new examples related to MP3 players, an updated discussion of the new VALS typology (including Innovators, Thinkers, and Survivors), a description of the word-of-mouth activity called buzz marketing, and an update on recent debates about subliminal advertising.
New Business-to-Business Content. Chapter 6 now includes discussions of the forthcoming North American Product Classification system, Harley-Davidson’s supplier collaboration efforts, and eBay’s expansion into online B to B trading – eBayBusiness.com!
Updated Global Coverage . Recent changes in tariffs and their cost to consumers, the latest membership of the European Union, the growing use of global brands by companies such as Coca-Cola, Gillette, L’Oreal, and McDonalds, and considerations when customizing versus standardizing marketing practices are part of the Chapter 7 discussion of global markets and global marketing.
New Marketing Research Framework . The five step marketing research approach presented in Chapter 8 now discusses three types of research – exploratory, descriptive, and causal – in the context of setting research objectives. Recent changes in Nielsen’s method of obtaining TV viewing data from all TV viewers, and particularly from men and owners of DVRs such as TiVo, are also discussed.
New and Updated Extended Examples . Reebok, Wendy’s, and Apple are used as extended examples to illustrate segmentation and typical age, gender, price, and lifestyle segments in Chapter 9. 3M, Little Remedies, and Volvo are used to explain new product development in Chapter 10.
New Brand Management Content . The rapidly changing field of brand management includes new approaches to valuing brand equity, brand licensing, and the use of "fighting" brands now covered in Chapter 11.
Increased Emphasis on Services as Experiences . Chapter 12 opens with a description of STAR TREK: The Experience, a recently opened attraction at the Las Vegas Hilton, and one of many services designed to provide consumers with a strong experiential element (e.g., Hard Rock Café, Planet Hollywood, etc.). New "e-services" such as VOIP, retinal scan security services, and match making are also included in the chapter.
Updated Channels, Wholesaling, Supply Chain and Logistics Discussions. The Chapter 15 opening example and the chapter Web Link use Apple Stores to illustrate the use of a high-touch environment to distribute high-tech products. Chapter 16 now includes a discussion of IBM’s on-demand supply chain, and an example of BMW’s online site available to build your own automobile.
Updated Retailing and Category Management Coverage. Chapter 17 provides a discussion of the growing demand for "luxury" products by the mass market. Other important new topics are also included, such as the replacement of bar codes with RFID technology, the trend toward self-service retailing, the growth of supercenters, the new regulations affecting telemarketing, and the use of category management to determine the assortment of merchandise in a store.
Revised Integrated Marketing Communications Content. Chapter 18 opens with a description of Disney’s $250 million integrated marketing campaign which includes the popular "What’s Next?" campaign, network and cable TV ads, print ads, newspaper inserts, direct marketing, a comprehensive web site and campaign, a Disney Visa card, and many other partnerships and promotions. IMC is now introduced much earlier in the chapter, and other topics such as SIMM (simultaneous media usage), direct-to-consumer marketing, and assessment of program effectiveness are included.
New Forms of Advertising. Important content describing the new world of advertising has been added to Chapter 19. As more consumers learn to multitask, advertisers have turned to new attention-getting media. Internet promotions, online contests, virtual advertising, and advergaming (the integration of advertising messages in a video game) are all included with recent examples. In addition, the advertising content debate sparked by Janet Jackson’s Superbowl performance is presented for student debate.
Updated Chapter 21: "Implementing Interactive and Multichannel Marketing." The reviews on this chapter, introduced in the Seventh Edition, were extraordinary. It is now updated to include recent examples and terms, such as new descriptions of Reflect.com, Nike’s customized product configurator, new segments of online mothers, blogs, viral marketing, and multichannel marketing initiatives.
Increased Integration of Strategic Marketing Process. The strategic marketing process introduced in Chapter 2 and used in Appendix A is integrated with the entire text in Chapter 22 "Pulling It All Together: The Strategic Marketing Process." A new section, "Finding and Using What Really Works," is based on the results of a five-year study of 160 companies.

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