The teaching and learning materials—designed and textbook content. See Exhibit P The integration of developed by the authors—are integrated to work these three elements delivers a proven product for in- effectively with Basic Marketing. Because of this, you the instructor have the Basic Marketing teaching and learning package.
Marketing operates in dynamic markets. Fast-chang- Marketing can be studied and used in many ways, and ing global markets, environmental challenges and sus- the Basic Marketing text material is only the central tainability, and the blurring speed of technological component of our Professional Learning Units System advances—including an explosion in the use of digital P. Our objec- manager.
While some marketing texts merely attempt tive is to offer you a P. Many combinations of units are possi- that prepare them for success. To propel students in this ble depending on course and learning objectives.
Later direction, we deliberately include a variety of examples, in this Preface we highlight each P. Students only take the introductory marketing course Taken together, these different learning aids speed the once. Our dents to analyze marketing situations and develop mar- teaching and learning materials—from the textbook to keting plans in a confident and meaningful way.
They the iPod videos to the test question bank to the online are practical and they work. And because they are in- materials—have been constantly updated yet are proven teresting and understandable, they motivate students to to work for generations of students. Do you want to use see marketing as the challenging and rewarding area it an unproven textbook with your students?
Marketing and hundreds of smaller ones. Basic Marketing www. Some text- market environment and marketing strategy. Internet, cell phones, and other technologies as central In the last edition of Basic Marketing we made a major to their shopping behavior. Customers have much more effort to beef up coverage of sustainability and its implica- power in the buying process when they actively seek out tions for marketers.
Societal concerns for sustainability just-in-time information from a wide variety of sources continue to increase and we have further enhanced and before making purchases. And consumers and businesses refined our coverage of the topic in this edition. This trend has market. The entire text has been critically revised, up- been occurring worldwide—for example, cell phone dated, and rewritten.
We have carefully consolidated usage has grown rapidly in many developing countries. Thus, most chapters in this edition are change in customer behavior. While the impact of this shorter than in the previous edition. All of the cases at trend has been greatest on Promotion, the entire market- the back of the book have also been updated, edited, ing mix and marketing research have also been impacted. With customers having the ability to choose from a The aim of all this revising, refining, editing, and wide variety of information sources, they increasingly illustrating is to make the important concepts and points turn to and rely upon sources they trust.
Word-of-mouth even clearer to students. We want to make sure that and recommendations from friends have always been each student really does get a good feel for a market- highly trusted sources, but now the Internet offers cus- directed system and how he or she can help it—and tomers many different ways to access trusted information.
The even harder. Marketing is vigorous—the market of trust in marketing. Marketing students need to under- environment and marketing practices are evolving stand how to build customer trust. Stu- it operates, and how marketing managers can build it. Facebook page for students. The first eight chapters introduce marketing and a velopment. Chapters 3—8 rect channels are used in combination. Finally, we con- ship management databases and tools.
PRO W. Chapter 2 builds on these ideas with a focus ing research—for marketing planning. This chapter on the marketing strategy planning process and why it in- includes discussion of how information technology— volves narrowing down to the selection of a specific target ranging from intranets to speedy collection of market market and blending the four Ps into a marketing mix to research data—is transforming the marketing job. This meet the needs of those customers.
With that foundation sets the stage for discussions in later chapters about how in place, the chapter introduces an integrative model of research and marketing information improve each area the marketing strategy planning process that serves as an of marketing strategy planning. The next group of chapters—Chapters 9 through 18— Chapter 3 introduces students to the importance of is concerned with developing a marketing mix out of the evaluating opportunities in the external environments four Ps: Product, Place involving channels of distribution, affecting marketing.
This chapter also highlights the logistics, and distribution customer service , Promotion, critical role of screening criteria for narrowing down and Price. These chapters are presented in an integrated, target market and marketing mix.
So the next three ing about planning marketing strategies develops logically. Chapter 5 intro- Chapters 9 and 10 focus on product planning for duces the demographic dimensions of the global con- goods and services as well as managing product quality, sumer market and provides up-to-date coverage on new-product development, and the different strategy de- important geodemographic trends.
The next chapter cisions that are required at different stages of the prod- studies the behavioral aspects of the final consumer mar- uct life cycle. We emphasize the value of an organized ket. Chapter 7 looks at how business and organizational new-product development process for developing really customers—like manufacturers, channel members, and new products that propel a firm to profitable growth.
Appendix A provides some traditional eco- mentation of better service quality. Chapter 11 in- ful tool in analyzing markets. Chapter 12 focuses on the fast- uct. Finally, many students like to look at Appendix changing arena of logistics and the strides that firms are C—which is about career opportunities in marketing. Chapter 13 tors in their video package and online to students. Almost provides a clear picture of retailers, wholesalers, and their all of the 36 short written cases have been updated with strategy planning, including exchanges taking place via new information to make sure they reflect the realities of the Internet.
This composite chapter helps students see the current marketplace. The focus of these cases is on why the big changes taking place in retailing are reshaping problem solving. They encourage students to apply, and the channel systems for many consumer products. These text. Chapter 15 deals with the roles of personal sell- of P. Chapter 16 covers advertising, publicity, and the Basic Marketing text material is only the central compo- sales promotion, including the ways that managers are tak- nent of our Professional Learning Units System P.
Instructors and students can media to communicate more effectively and efficiently. Chapter 17 fo- tems. Many combinations of units are possible, depending cuses on pricing objectives and policies, including use of on course objectives.
As a quick overview, in addition to information technology to implement flexible pricing; the Basic Marketing text, the P. The careful coverage of marketing costs helps Beyond the Basic Marketing textbook, the key compo- equip students to deal with the renewed cost-consciousness nents of P.
This is one how information technology is reshaping marketing of the most exciting developments—new with this implementation and control.
Then, Chapter 20 deals with edition of Basic Marketing. Connect Marketing for the links between marketing and other functional areas. Basic Marketing is an online assignment and assess- The marketing concept says that people in an organiza- ment solution that connects students with the tools tion should work together to satisfy customers at a profit. More No other text has a chapter that explains how to accom- details are provided in the next section of this preface.
The site is a great way to stay The final chapter considers how efficient the market- up-to-date and bring current content into your class- ing process is. Here we evaluate the effectiveness of both room. Many of these posts will also appear on the www. For each chapter there is a set keting management and reviews the marketing strategy of PowerPoint presentations for a complete lecture planning process that leads to creative marketing plans.
It was created getting it. We also have a set of archive slides with a by the authors specifically for use with Basic Marketing. This guide sup- sheet software program works with exercises at the ports the presentation slides and includes detailed end of each chapter in the text to help develop ana- lecture scripts, outlines, and archives.
These provide overviews of key updated with eight new videos—to give you 31 full- marketing concepts usually from a set of chapters. Eight length videos. In addition, we have short 1 to in all, they are great to use before reading a new section 4 minutes video clips—many integrated into the in Basic Marketing or for help in studying for tests. PowerPoint presentation slides. About 10 to 15 ads per chapter.
Clips from video cases in the book are learning units, as well as suggested answers to all available for viewing on computers or iPods. Our test bank includes thousands of ob- jective test questions—developed by the authors to en- New with This Edition of Basic Marketing! We Marketing take great pride in having a test bank that works for Less Managing. More students and instructors. Greater Learning. McGraw-Hill Connect Market- The Web site for the book provides access to a variety ing for Basic Marketing is an on- of student and instructor resources.
Connect Marketing your online course management program. This simulation was designed to by enabling faster learning, more efficient studying, and complement the strategy planning process in Basic Mar- higher retention of knowledge. Connect Marketing for Basic Marketing features. Another set of resources is designed to be directly ac- Connect Marketing for Basic Marketing offers a number of cessed by students usually via the Web.
These options powerful tools and features to make managing assign- allow motivated students to purchase access to additional ments easier, so faculty can spend more time teaching. Students can With Connect Marketing for Basic Marketing students can access the learning resources at www. Connect Marketing for Basic Marketing offers you the features described below. These help Simple assignment management. With Connect Mar- students prepare for tests and may be used with a keting for Basic Marketing creating assignments is easier computer or an iPod.
This blog offers links to cur- time managing. The assignment management function rent online articles, Web sites, podcasts, and videos— enables you to providing motivated students more ways to learn about marketing. When it comes to studying, time is Web site. Connect Marketing keeps and practice material when they need it, where they instructors informed about how each student, section, need it.
When it comes to teaching, your time also is and class is performing, allowing for more productive precious. The grading function enables you to use of lecture and office hours. You can select and Marketing. McGraw-Hill reinvents the textbook learn- use any asset that enhances your lecture. The Connect Marketing for Basic eBook where that problem or question is covered. The Student Study Center key concepts in a snap. This state-of- Diagnostic and adaptive learning of concepts: the-art, thoroughly tested system supports you in LearnSmart.
Students want to make the best use of preparing students for the business world of tomorrow. The LearnSmart adaptive self-study For more information about Connect, go to www. With a simple one- relationships between concepts and to serve new con- click start-and-stop process, you capture all computer cepts to each student only when he or she is ready.
Educators know that the more students can see, hear, www. In but gives only as much guidance as students need. This search helps students effi- ficiently learned on their own, thus freeing class time ciently find what they need, when they need it, across for more applications and discussion. We should be clear, however, that supported by your lecture.
AACSB does not provide some sort of evaluation or cer- To learn more about Tegrity watch a two-minute tification of texts or their supporting materials. Increase the attention paid to lec- sions to an individual school, depending on the mission ture discussion by decreasing the attention paid to note- of the school and objectives of its faculty. Thus, the flex- taking. For an additional charge Lecture Capture offers ible P. Lecture only for the marketing course but also for the curriculum Capture enables you to and accreditation.
You can e-mail our Product Specialists 24 hours a computer, iPod, or mobile device. Lecture our support Web site. Basic Marketing has been a leading teaching and learning objectives, so our P. We take vides excellent support for accreditation efforts. This the responsibilities of that leadership seriously.
Briefly, however, each chapter in the book begins learning materials possible. It is our commitment to bring with a list of numbered learning objectives. Material re- you those materials—today with this edition and in the lated to these objectives is developed not only in the future with subsequent editions. Every test question is also classi- a process of continuous improvement. Revisions, updates, fied by these objectives.
In addition, questions are and development of new elements must be ongoing— classified by level of difficulty, type of question accord- because needs change.
The most efficient way to get in touch with us is to schools. If you prefer the traditional ap- categories, which helps with assurance of learning anal- proach, send a letter to Joe Cannon at Colorado State ysis and assessment. This and suggestions from students and teachers alike have text and the accompanying supplements explicitly rec- helped to make Basic Marketing what it is. We hope that ognize and support the AACSB curriculum standards for you will help make it what it will be in the future.
Cannon opment of integrated thinking, problem solving, and E. With that in mind, the 18th edition of Basic Marketing was developed to satisfy your desire for knowledge and add value to your course experience. Not only will this text teach you about marketing and marketing strategy plan- ning, but its design, pedagogy, and supplements package were developed to work well with the text and a variety of study situations.
Each person has a different approach to studying. To address a variety of needs and course situa- tions, many hours went into creating and designing the Marketing Basic Marketing textbook and other learning materials. We highlight how you can use these materials in the Textbook. Take a moment now to learn more about all of the re- sources available to help you best prepare for this course and—whether you plan to work in marketing or not—for your future career. The first eight chapters introduce marketing and give you a framework for understanding marketing strategy planning in any type of organization, and then the next section of the text takes you into planning the four Ps of marketing Product, Place, Promotion, and Price with specific attention to the key strategy decisions in each area.
This new edition covers the dynamic changes taking place in marketing management and the market environment. Some of these changes have been dramatic, and others have been subtle. Start each chapter with an overview Each chapter begins with an in-depth case study developed specifically to motivate your interest and highlight real-life examples of the learning objectives and specific marketing decision areas covered in that chapter.
Each case study is accompanied by a list of learning objectives that will help you understand and identify important terms and concepts covered in the chapter.
We recommend you read the opening case and learning objectives and then take just a few minutes to skim through the chapter, check out the exhibits, pictures, and headings before reading the conclusion. This preview gives you a picture of the chapter and how it fits together—and research shows that it helps increase your comprehension of the reading.
But instead of bemoaning the demise of live show. Instead, the permanent shows and traveling shows are heavily entertainment focused on an innovative combina- advertised in local media. This more mouth are also important. Local newspapers and sophisticated offering appealed to adults. Impor- TV shows are often interested in doing stories about tantly, adults were willing to pay more for tickets touring productions that are coming to town.
The troupe also offers free tickets and volun- Strategy kets. Each show performs in a host city for teers time to help build close relationships with local art and charitable organizations. Eleven other Cirque du Soleil shows have permanent homes and target tourists visiting Las Vegas; Orlando, Florida; look forward to the next opportunity to see Cirque du Soleil in action.
Each show is different and has a unique theme. Here they can the music of The Beatles. A or read comments from others. This idea was screened out—at least for managers at Cirque du Soleil makedu Cirque many decisions Soleil as theyvery successful, but it has been now—and instead the focusdevelop has been marketing strategies.
Making on developing must good marketing continue to strategy focus on decisions ways tois improve its cus- never easy, yet knowing what basic decision areas to consider helps you to new products for current and new markets. Imitators, plan a more successful strategy. The reputation of is all about. But these development1 costs understand what a marketing new can be recouped manager does. It also allows Cirque to charge a premium greatest show on earth.
Parents hardly noticed the hard benches 3 understand a movie-themed show for Hollywood, and new Cirque target marketing. But by the s the popularity Russia, and Dubai, United Arab the difference between dollars Emirates. The exhibit does two things that you should notice. When you see these Narrowing Down to All customer needs Target Markets figures, study them for a minute and think Narrowing about how they help you understand and Some generic market down to specific product- learn new marketing concepts.
They provide Europe for a number of years. This European ad focuses on a visual demonstration of key concepts and how easy it is to park. Now that the Smart car is being emphasize important ideas discussed in the introduced in the U. During a recent sales call, an engineer at your customer firm complains about a new learn about the types of decisions energy-saving lightbulb that his company is testing for a competing supplier. Should you pass this competitive intelligence to your sales manager?
Should you question the engineer or others at the customer firm to learn more? Stop and think about the Ethics If you gather more information, should you share that with your company? Questions you confront in your reading. The rise and fall of the economy in general, within certain industries, 2. Sunnyvale Foods, Inc. Video Case 4. Potbelly Sandwich or in specific parts of the world can have a big impact on what customers buy.
Steelco Suburban Regional Shopping Malls Explore special topics. Now car companies have realized that women are important customers. It s interesting that Japanese car dealers, especially Mazda and Toyota, were the first to really pay attention to women customers. In Japan, fewer women have jobs or buy cars—the Japanese society is still more male-oriented.
Perhaps it was the contrast with Japanese society that prompted Follow a topic online with the Internet Trendwatching. A marketing mix the Web to enhance their marketing. What specific insights might be useful ing act.
The to the environment when evaluating market opportuni- recycled product is the only version available. Problems like global ing people to consume. But now more firms are warming and depletion of natural resources—even looking for opportunities that relate to what hap- scarcity of drinking water for major urban areas—are pens to products when consumers are through receiving much attention.
New federal and local laws with them. Sony, for example, has a new program push for conservation. The economics have changed as to recycle all used Sony electronic products— well; many firms are proving that it can be lucrative to from PlayStation game consoles and Trinitron solve ecological problems. This type of thinking is prompting some to contribute solutions. For example, Unilever created a firms to design new products for easy disassembly.
Cannon has served on the editorial review boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, and others.
The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in , and the marketing industry lost one of its pioneers.
After earning a Ph. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMA's Trailblazer Award in and was voted one of the top five leaders in marketing thought by marketing educators. McCarthy was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing.
He also introduced a marketing strategy planning framework, organizing marketing decisions around the "4Ps"—product, place, promotion, and price. As these approaches became the standard in other texts, Dr. McCarthy continued to innovate, including new materials in the digital realm. After completing your transaction, you can access your course using the section url supplied by your instructor.
Skip to main content x Sign In. William Perreault and Joseph Cannon and E. Built on a strong foundation, Basic Marketing 19e provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus.
The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Listing page for eBook Subscription Program. Your monthly rental cart is already full. Click continue to view and update your selected titles.
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