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The marketing world is changing rapidly. Global economic conditions, political situations, and competitive landscapes are in constant flux. Marketing approaches that worked yesterday may not work tomorrow. Increasingly, marketing success requires doing things differently. Students will face a marketing environment different than the one discussed in our classes today. Learning what was done in the past will not prepare them entirely for what they need to do tomorrow. Consequently, in the second edition of Marketing: Principles & Perspectives, we have presented the and approaches to marketing practice. Because students need to be prepared to operate in the complex and dynamic marketing world of the future, they need to develop the capacity to think and act like marketers in a difficult and uncertain environment. This requires the ability to assess complex and changing marketing situations, to determine the best marketing strategies for these situations, and to execute the strategies effectively and efficiently. Everything in our text and in the accompanying teaching resources is intended to help students develop the understanding and skills to become successful marketers. The text is designed to facilitate student learning from individual reading and study. The teaching resources provide useful tools for instructors to go beyond what is covered in the text. Together, the text and teaching resources represent an integrated package for preparing students for marketing in the future. This package differs from currently available products in many important ways. The critical differences stand out in the integration of key marketing perspectives, the implementation of an integrated marketing communications (IMC) approach, and an emphasis on student learning and skill building. |
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In this version of the text, we have made a number of substantial changes, as well as revising some of features from the first edition of Marketing Principles and Perspectives. Each chapter has been revised to include the most current marketing thought and practice. New and updated examples, cases, and chapter openings have been incorporated into what we feel is a very up-to-date presentation. In addition, we have added a focus on customer retention and building customer loyalty, as well as thoroughly integrating marketing communications and the Internet. Further, multicultural issues have been integrated in the second edition where appropriate. The major features and changes include the following: |
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New to this edition, the text begins with an exciting prologue that tells the marketing story of Levi Strauss & Company, one of the most innovative marketers heading into the 21st century. The brief introduction provides a description of marketing practice at a well known company of interest to students that will get them enthused about the study of marketing. In the first edition, this feature was found in the back of the text and featured Timberland but reviewers told us that this illustrative case was great but too often missed at the back of the text. Hence, we moved it up. Two video cases, created specifically for this edition, accompany the Prologue; together, this in-depth example and accompanying video should make an exciting beginning for student and instructor. |
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In this edition, we have incorporated seven perspectives that are critical to effective marketing practice and which are discussed within the text where appropriate. The perspectives have been streamlined from ten to seven and are organized as follows: global, relationship, ethical, customer value, productivity, technological, and entrepreneurial. They are integrated throughout the text by direct discussion, examples, photos, and ads. Student exercises, boxed inserts, and cases address these timely themes as well. Briefly, the perspectives can be summarized as follows: GLOBAL This perspective helps marketers cultivate a global view of the marketplace that includes searching for marketing opportunities around the world, competing against international competitors, and working with multicultural suppliers, employees, channel partners, and customers. RELATIONSHIP A relationship perspective consists of building partnerships with firms outside the organization and encouraging teamwork among different functions within the organization in efforts to develop long-term customer relationships. ETHICAL The ethical perspective helps marketers incorporate moral and social responsibility issues, plus ecological concerns, into marketing decisions and activities. CUSTOMER VALUE A customer value perspective means constantly looking for ways to give customers `more for less", often by continually striving to improve product and service quality. PRODUCTIVITY The productivity perspective focuses attention toward improving the productivity of marketing resources. TECHNOLOGY The technology perspective orients marketers toward looking for ways to use the latest technological advances to improve marketing practice and as a source for new products. ENTREPRENEURSHIP The entrepreneurial perspective encourages marketers to emphasize creativity, innovation, and risk-taking in their marketing efforts. |
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We see important trends emerging in marketing education. For one thing, teaching is receiving more emphasis at most colleges and universities-but not teaching as traditionally viewed and practiced. It really does not matter what we teach, if students do not learn. And student learning is viewed different, too. Learning is not just the recall of facts by passive students, but the understanding of concepts and the ability to apply them appropriately. Such active learning requires the active participation of students. In keeping with our philosophy that students should be able to understand the text largely from their own reading and study, we write in a lively, interesting, informal manner to capture their attention and interest. We discuss major concepts clearly and simply in a way that students can understand. Encouraged by our reviewing panels, we did not include everything we know about a major topic, but only what we believe students at this level need to know. We simplified the discussion of concepts and then reinforced them with interesting examples and exciting visuals, and incorporated a number of learning tools to facilitate the learning process. Here are a few of the pedagogical features that emphasize our student learning approach: HOME PAGE CHAPTER OPENERS Every chapter opens with an actual home page and discussion of how that site is being used to market the it company or organization that created it. Companies represented include Kodak, Information Resources Incorporated, British Airways, Kinko's, and Rhino Records to name a few. The home page for our text will link you to all of web sites mentioned in the text. THINKING CRITICALLY Two or three critical thinking questions are included within each chapter to help emphasize the importance of effective decision-making. Each question relates to one of the concepts within the chapter and is constructed to encourage the student to think critically about a complex issue or decision. SPEAKING FROM EXPERIENCE This edition also includes comments about marketing from business professionals. We highlight a person within each chapter and then ask them to comment on three issues that apply directly to those discussed in that chapter. By inclusion of these Speaking from Experience remarks, practitioners help bring to life the text material and add additional depth of explanation. The marketers included represent a range of large and small companies from a variety of industries. Example companies include: Arthur Andersen, Mary Kay, NationsBank, Prudential Life, Brown-Forman, Claritas, and Doe-Anderson Advertising. Interestingly, the positions represented by these marketers include both senior individuals and professionals only several years beyond college. Consequently, students should be better able to identify and understand the varied opportunities available in marketing and how important marketing can be to professionals in other functional areas of business. USING THE INTERNET IN MARKETING As part of our integration of the Internet in this edition, Internet exercises are found at the end of each chapter. Each exercise is followed by three or four open-ended questions that require the student to consider how the Internet can be used to address marketing concepts or decisions. In addition, you can visit our home page where additional marketing examples and up-to-the-minute information will be posted. |
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The marketing communications element of the marketing mix is one area where many firms are making tremendous changes. Traditionally, marketers viewed advertising and personal selling as the main communication tools. Other forms of marketing communications, including sales promotion, were relegated to minor, supporting roles. Our research indicates that the reality is that firms of all sizes are integrating a variety of communication tools into comprehensive programs designed to achieve specific objectives. Total expenditures for sales promotion today are higher than those for advertising, and direct marketing communications is growing faster than any other communications approach. Tools such as coupons, cross-promotions, contests, premiums, point of purchase displays, interactive computer services and kiosks, and even fax machines are emerging as major elements in an integrated marketing communications (IMC) program. Personal selling and sales management are also changing from oriented focus to an emphasis on trust-building and long-term relationships. |
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All chapters in the second edition have been formatted so that each pedagogical feature contributes to the student learning by supporting the text material, including the principles and concepts covered in the chapter. STUDENT LEARNING OBJECTIVES Every chapter begins with several learning guides to help students focus attention on major concepts in reading and studying the chapter. At the end of each chapter, the summary is organized around these introductory learning guides. BOXED INSERTS Each chapter contains two boxed inserts designed to provide current examples of three important topics: Earning Customer Loyalty, Being Entrepreneurial, and Using Technology. Earning Customer Loyalty is new to this edition, and the entrepreneurial and technology boxes have been completely revised with new companies and information. EXHIBITS AND PHOTOS The visual aspects of each chapter were designed to increase student learning. The exhibits, photos, and ads visually enhance and expand upon the chapter discussion.. UNDERSTANDING MARKETING TERMS AND CONCEPTS The most im-portant terms and concepts are in boldface and defined when first introduced. Each boldface term is listed at the end of each chapter with the page number where it is defined. A glossary of terms and definitions is also included at the back of the text. THINKING ABOUT MARKETING Ten review and discussion questions also are included at the end of each chapter. These questions reinforce the decision-making aspects of the text by including both critical thinking questions and recall of the most important material covered in the chapter. APPLYING MARKETING SKILLS Every chapter includes three application exercises. These exercises can be used as either homework assignments or as in-class discussion topics. The exercises provide varied and interesting ways for students to apply what they have read or are covering in class. MAKING MARKETING DECISIONS All chapters conclude with two cases representing well known companies and current situations. At least one of each pair is global in orientation. Questions are included to encourage students to make decisions regarding the current activities of each company. A mix of both consumer and business-to-business cases, multinational firms and small businesses, service and retail situations reflect the current diversity of the business world. |
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Marketing: Principles and Perspectives, 2e is divided into 7 parts. Part1- Marketing in a dynamic enviroment, defines and examines the scope of marketing. The first chapter, An Overview of Contemporary Marketing, presents an overview of marketing including a historical perspective and the different philosophies that have guided marketing. An explanation of the marketing concept and the importance of satisfying customer needs and developing long-term profitable relationships with customers are also discussed. Chapter 2, Key Marketing Perspectives, describes the seven perspectives -- global, relationship, ethical, productivity, customer value, technological, and entrepreneurial --integrated within the text and the many reasons why their consideration are needed for effective marketing practice. Chapter 3, The Global Marketing Environment, emphasizes the global marketplace and the external environments (e.g., social, economic, political, and competitive) that influence marketer decision-making. Chapter 4, Marketing's Strategic Role in the Organization, describes the role of marketing at different levels within the organization and importance of effective marketing strategy.
Part 2, Buying Behavior, contains two chapters that describe, first, the concepts and influences on consumer buying behavior and decision making, and second, business-to-business markets and organizational buying behavior. Part 3, Marketing Research and Marketing Segmentation, contains two chapters as well. In Chapter 7, Marketing Research and Decision Support Systems, an overview of the marketing research process and information systems are presented. Chapter 8, Market Segmentation and Targeting, includes the concepts of segmentation, targeting, positioning, and product differentiation.
The remaining four parts cover the marketing mix elements -- product, price, distribution, and promotion or integrated marketing communications. In Part 4, Product and Service Concepts and Strategies, three chapters present basic product and service concepts (Chapter 9), new product development (Chapter 10), and product and service strategies (Chapter 11). Marketing services are emphasized throughout this section of the book.
The next part of the text, Part 5, Pricing Concepts and Strategies, covers fundamental pricing concepts and customer evaluations of prices (Chapter 12) and price determination and the managerial strategies used to guide pricing decisions (Chapter 13).
The distribution aspects of the marketing mix are covered in Part 6, Marketing Channels and Logistics. In Chapter 13, Marketing Channels, the different types of direct and indirect channels are discussed. Retailing is covered in a separate chapter (Chapter 15), which includes the many new advances in retailing technology and methods. The place or distribution component of the text concludes with a chapter on wholesaling and logistics management (Chapter 16).
Part 7, Integrated Marketing Communications, contains five chapters. First, an overview of promotion and integrated communications is presented in Chapter 17. This chapter describes the communications process and marketing communications Planning. The major components of the promotions mix are then discussed in the remaining four chapters. First, up-to-date coverage of advertising and public relations is offered in Chapter 18. The objectives and methods of both consumer and trade sales Promotions are described in Chapter l9. Personal selling and sales management, with particular emphasis given to relationship marketing, are the focus of Chapter 20. A separate chapter on direct marketing concludes Part 7. Specifically, the newest direct marketing and direct selling technique5 are covered, as well as the interactive aspects of marketing communications.
Appendix A describes many of the frequently used mathematical and financial tools used to make marketing decisions. Appendix B presents an expanded marketing plan. A detailed glossary of terms and three indices conclude the text. These indices enumerate authors cited, companies and brands used as examples, and the subjects covered within the text. |
