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 FOURTEENTH EDITION

MARKETING
Roger A. Kerin • Steven W. Hartley
INNOVATION
In today’s fast-paced and demanding educational environment, innovation is es-
sential to effective learning. To maintain Marketing’s leadership position in the mar-
ketplace, the author team consistently creates innovative pedagogical tools that
match contemporary students’ learning styles and interests. The authors keep their
fingers on the pulse of technology to bring real innovation to their text and pack-
age. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides,
and an online blog augment the McGraw-Hill Education online innovations such as
Connect, LearnSmart, and SmartBook.

In-text Links. You can see Internet links in magazine ads; on television program-
ming; as part of catalogs, in-store displays, and product packaging; and throughout
Marketing, 14/e! These links bring the text to life with ads and videos about prod-
ucts and companies that are discussed in the text. These videos also keep the text
even more current. While each link in the text has a caption, the links are updated
to reflect new campaigns and market changes. In addition, the links allow readers
to stream the video cases at the end of each chapter. You can simply click on the
links in the digital book or use your smartphone or computer to follow the links.

Twitter Feed and Online Blog. Visit www.kerinmarketing.com to participate in

Marketing’s online blog discussion and to see Twitter feed updates. You can also
subscribe to the Twitter feed to receive the Marketing Question of the Day and re-
spond with the #QotD hashtag.

Connect, LearnSmart, and SmartBook Integration. These McGraw-Hill Educa-

tion products provide a comprehensive package of online resources to enable stu-
dents to learn faster, study more efficiently, and increase knowledge retention. The
products represent the gold standard in online, interactive, and adaptive learning
tools and have received accolades from industry experts for their Library and Study
Center elements, filtering and reporting functions, and immediate student feedback
capabilities. In addition, the authors have developed book-specific interactive as-
signments, including (a) auto-graded applications based on the marketing plan
­exercises, and (b) activities based on the Applying Marketing Metrics box and mar-
keting metrics presented in the text.

Innovative Test Bank. Containing more than 5,000 multiple-choice and essay
questions, the Marketing, 14/e Test Bank reflects more than two decades of innova-
tions. The Test Bank includes “visual test questions” in each chapter to reward stu-
dents who made an effort to understand key graphs, tables, and images in the
chapter.

vii
 McGraw-Hill Connect® is a highly reliable, easy-to-
use homework and learning management solution
that utilizes learning science and award-winning
adaptive tools to improve student results.

Homework and Adaptive Learning

▪ Connect’s assignments help students

contextualize what they’ve learned through
application, so they can better understand the
material and think critically.
▪ Connect will create a personalized study path
customized to individual student needs through
SmartBook®.
▪ SmartBook helps students study more efficiently
by delivering an interactive reading experience
through adaptive highlighting and review.

Over 7 billion questions have been

answered, making McGraw-Hill Using Connect improves retention rates
by 19.8 percentage points, passing rates
Education products more intelligent, by 12.7 percentage points, and exam
reliable, and precise. scores by 9.1 percentage points.

73% of instructors
who use Connect
Quality Content and Learning Resources require it; instructor
satisfaction increases
by 28% when Connect
▪ Connect content is authored by the world’s best subject is required.
matter experts, and is available to your class through a
simple and intuitive interface.
▪ The Connect eBook makes it easy for students to
access their reading material on smartphones
and tablets. They can study on the go and don’t
need internet access to use the eBook as a
reference, with full functionality.
▪ Multimedia content such as videos, simulations,
and games drive student engagement and critical
thinking skills. ©McGraw-Hill Education
Robust Analytics and Reporting

▪ Connect Insight® generates easy-to-read

reports on individual students, the class as a
whole, and on specific assignments.
▪ The Connect Insight dashboard delivers data
on performance, study behavior, and effort.
Instructors can quickly identify students who ©Hero Images/Getty Images

struggle and focus on material that the class

has yet to master.
▪ Connect automatically grades assignments
and quizzes, providing easy-to-read reports
on individual and class performance.

More students earn

As and Bs when they
use Connect.

Trusted Service and Support

▪ Connect integrates with your LMS to provide single sign-on and automatic syncing
of grades. Integration with Blackboard®, D2L®, and Canvas also provides automatic
syncing of the course calendar and assignment-level linking.
▪ Connect offers comprehensive service, support, and training throughout every
phase of your implementation.
▪ If you’re looking for some guidance on how to use Connect, or want to learn
tips and tricks from super users, you can find tutorials as you work. Our Digital
Faculty Consultants and Student Ambassadors offer insight into how to achieve
the results you want with Connect.

www.mheducation.com/connect
NEW AND REVISED CONTENT

Chapter 1: Update of Chobani’s Success Story, New social media brand advocates, changes in global free
Showstopper Analysis, and New Material on Ritz- trade agreements, the proliferation of artificial intelli-
Carlton and Patagonia. Chobani’s continued success gence applications, the growth of micro-shopping
at creating customer value is discussed and updated. events, and the issue of “fake” news has been up-
One of the company guidelines, “A cup of yogurt won’t dated. Generation Z, the post-millennial generation,
change the world but how we make it might,” new prod- has been added to the discussion of generational co-
ucts such as Drink Chobani and Chobani Flip, and adver- horts. The Making Responsible Decisions box includes
tising campaigns such as “Love This Life” are presented. new examples such as P&G’s recyclable shampoo
Discussion of Elon Musk and his success with entrepre- bottles, Unilever’s “brands with purpose,” and Apple’s
neurial endeavors such as Zip2, PayPal, SpaceX, and “greenest building on the planet.” New gender-neutral
Tesla has been added to the Marketing and Your Career marketing actions have been added to the Changing
section. New-product examples such as smart glasses Attitudes and Roles section. Discussions of new trends
and the YoYo car subscription service have been added in technology, such as the growth of automation (e.g.,
to the discussion of potential “showstoppers” for new- autonomous cars, drones, and robots), digital assis-
product launches. Discussion of the Ritz-Carlton’s use tants (e.g., Amazon’s Alexa), and wearable technology,
of relationship marketing concepts and Patagonia’s and the U.S. Patent and Trademark Office decision to
Common Threads Initiative have also been added. issue trademarks for hashtags have also been added.

Chapter 2: Updated Chapter Opening Example, Ad- Chapter 4: New Discussion of Samsung Phones in
dition of a New Example of Social Entrepreneurship, Ethics of Exchange Section, and Update of Market-
and New Discussion of Uber’s Changing Business ing Insights About Me Box. The fire hazard created by
Definition. The Chapter 2 opening example discusses Samsung Galaxy Note 7 batteries has been added as
Ben & Jerry’s mission to make fantastic, sustainable, an example of consumers’ right to safety in the Ethics
world-changing ice cream. Free Cone Day has been of Exchange section. The Marketing Insights About Me
added to the discussion of creative marketing strategies box has been updated to direct students to the Corrup-
used by the company to help accomplish its mission. tion Perceptions Index. New text in the Stakeholder Re-
The social entrepreneur venture Swipe Out Hunger sponsibility section describes how Volkswagen AG was
has been added to the 30 Under 30 Forbes Social fined for using software that disguised the level of
Entrepreneurs discussion in the Making Responsible emissions from its cars. In addition, the financial impact
Decisions box. In addition, the discussion of business of counterfeit products has been updated.
definitions and business models now describes how
Uber has changed its definition from a cab service, to a
ride-sharing service, to a delivery service. The applica- Chapter 5: New Coppertone Video Case, New Sec-
tion of the Boston Consulting Group business portfolio tion on Consumer Touchpoints and Consumer
model to Apple’s product line has been updated to Journey Maps, and New Figure to Illustrate a
include changes related to the Apple Watch, the Consumer Journey Map. A new section describes
iPhone, and the iPad/iPad mini tablet devices. consumer touchpoints, the product, service, or
brand points of contact with a consumer, and con-
sumer journey maps, the visual representation of all
Chapter 3: Update of New Trends in Marketing, touchpoints where a consumer comes into contact
New Discussion on Generation Z, and New Discus- with a company’s products, services, or brands. The
sion of Gender-Neutral Marketing Actions. The dis- new Figure 5–4 illustrates a consumer journey map
cussion of new trends such as the growing reliance on for electronic devices sold by Apple in stores. The

x
Marketing Matters box has been updated to reflect new Nielsen program ranking data, an example of
the latest procedures for BzzAgents. In addition, the ­Gillette’s use of observational data, a discussion of the
chapter ends with a new video case about Copper- growing use of neuromarketing technologies, and a
tone and how an understanding of consumer behav- description of McDonald’s use of test markets in devel-
ior is the basis for its marketing activities. oping its delivery service. In addition, artificial intelli-
gence is discussed as part of the Intelligent Marketing
Enterprise Platform presented in Figure 8–5.
Chapter 6: New Examples Including Lockheed
­ artin and BMW, and Updated Marketing Matters
M
Box Regarding eBay Business Supply. The description Chapter 9: Update of Zappos’s Use of Behavioral
of government markets has been updated to include Segmentation, New Segmentation Examples, and
the Orion Multi-Purpose Crew Vehicle being devel- New Patronage Example Data. The chapter opening
oped by Lockheed Martin. In addition, the Buyer– example has been updated to describe how Zappos
Seller Relationship section now includes GT Advanced uses behavioral segmentation to deliver “happiness”
Technology’s $578 million contract with Apple to pro- to its customers. The Multiple Products and Multiple
duce iPhone camera lenses and screens as an exam- Market Segments section includes a new discussion of
ple of a long-term agreement. BMW’s purchase of a Ford’s shift in strategy to reduce its product line and
Cloud-based data management system from IBM has provide higher quality at lower prices. In addition, in
been added as an example of a new buy. In addition, the Patronage of Fast-Food Restaurants section, the
the Marketing Matters box has been updated to reflect patronage and user/nonuser data have been updated;
eBay’s trading platform, eBay Business Supply, which also, the Future Strategies for Your Wendy’s Restau-
generates $4 billion in sales annually. rant section has been updated.

Chapter 7: Updated Chapter Opening Example Re- Chapter 10: New GoPro Video Case, New Discussion
garding Amazon in India, and Addition of UK With- of the Apple-Enabled iCar, and New Marketing Mat-
drawal from the EU. The chapter opening example is ters Box Coverage of Feature Fatigue. The chapter
completely updated to describe the opportunities and opening example has been updated to include a dis-
challenges Amazon faces as it invests billions of cussion of Apple’s next innovation—the Apple-enabled
­dollars in India. The section Marketing in a Dynamic iCar. The concept of feature bloat and fatigue is now
Global Economy has been revised to reflect increasing introduced and illustrated in the Marketing Matters box.
economic protectionism, including the withdrawal of Keurig Kold and the HP Tablet are introduced as exam-
the United Kingdom from the European Union, and ples in the Marketing Reasons for New-Product Failures
discussions regarding possible changes in the North section. The chapter ends with a new video case about
American Free Trade Agreement. In addition, Listerine the new product development process at GoPro.
has been added as a new example of product adapta-
tion in the Product and Promotion Strategies section.
Chapter 11: New Material on Gatorade’s “Smart
Cap,” New Co-Branding and Brand Dilution Cover-
Chapter 8: Updated Chapter Opening Example, New age, and New Examples. The Chapter 11 discussion of
Primary and Secondary Data Coverage, and New Gatorade in the chapter opener now includes material
Discussion of Artificial Intelligence. The chapter on the microchip-fitted “smart cap” and the digital
opening example has been updated to reflect the use sweat patch for athletes and fitness buffs. In addition, a
of marketing research in movies such as War Dogs, new discussions of co-branding and brand dilution have
­Arrival, and Edge of Tomorrow. An update of the Second- been added to the Multiproduct Branding Strategy sec-
ary Data section reflects the upcoming 2020 Census. tion. New examples include Olay Skin Care Advisor, the
The Primary Data section has been updated to include NFL and NBA, and P&G’s acquisition of Gillette.

xi
Chapter 12: New Discussion of Airbnb’s Efforts to Chapter 16: Updated Chapter Opening Example
Help Travelers “Belong Anywhere,” New Services about Smart Stores, Updated Making Responsible
Examples, and New Advertisements. A discussion of Decisions Box, and New Discussion about Versioning,
Airbnb’s new marketing activities designed to create YouTube Programming, Robocalls, and EDLP 2.0.
community, relationships, and a sense of belonging Chapter 16 opens with a description of the potential
has been added to the chapter opener. New services impact of smart stores on the customer journey. The
examples include ROAM Fitness, Virgin Galactic, Blue Internet of Things, biometric scanners, virtual reality,
Apron, and Chromecast Ultra. Discussions of the new 3D modeling tools, and wearable technology are dis-
digital marketing platform at the American Red Cross cussed. The Making Responsible Decisions box now
and the Informed Delivery service at the USPS have includes information about California’s “zero-waste”
been added. In addition, new advertisements from laws. Changes, such as banks’ attempts to change
Airbnb, Delta Air Lines, Merrill Lynch, Outward Bound, ATMs into smart self-service devices and Target’s
Greenpeace, Amazon Prime, the United States Postal ­announcement that new stores will have a separate
Service, and Accenture have been added. entrance for time-pressed shoppers, have been added
to the Self-Service and Breadth of Line sections, re-
spectively. In addition, catalog merchants’ use of “ver-
Chapter 13: Updated Chapter Opening Example sioning,” YouTube’s live programming, the FTC’s
about VIZIO, and Discussion of Apple iPhone X, 8, discussions about robocalls, and Walmart’s develop-
and 8-Plus Pricing. The updated chapter opening ex- ment of EDLP 2.0 are discussed.
ample describes VIZIO’s approach to pricing the
50 million HDTVs it has sold since its founding. In
­addition, the product-line pricing decision faced by Chapter 17: Updated Chapter Opening Example,
Apple when it introduced the iPhone X, 8, and 8-Plus New Advertisements, New Example of an IMC Pro-
simultaneously is discussed. gram for a Movie, and New Discussion of the Media
Agency of the Year. The chapter opening example has
been completely updated to reflect Taco Bell’s recent
Chapter 14: New Microsoft Pricing Example, IMC activities. The company’s Love & Tacos Contest,
­Updated Examples of Current Marketplace Pricing new restaurant in Las Vegas, Happily Ever After sweep-
Approaches. Microsoft’s approach to pricing its Xbox stakes, superbowl ads, collaborations with Sony, the
One X videogame console is now included in the NBA, and Airbnb, and social media tactics such as Taco
Skimming Pricing section. In addition, examples of Tales and Clip Show posts are all discussed. New ad-
penetration pricing, odd-even pricing, standard vertisements include examples from The North Face,
markup pricing, and cost-plus pricing have been up- Sony, Tabasco, and Humira. The IMC program used to
dated to reflect the current marketplace. promote the movie Star Wars: The Last Jedi has been
added to the Scheduling the Promotion section. In ad-
dition, the work of Advertising Age’s Media Agency of
Chapter 15: New Chapter Opening Example about the Year, PHD Media, is discussed.
Multichannel Marketing at Eddie Bauer, Updated
Marketing Matters Box about IBM’s Watson, and
Updated Making Responsible Decisions Box. A new Chapter 18: Updated Chapter Opening Example
chapter opening example describes Eddie Bauer’s about Virtual Reality and Augmented Reality in Ad-
“brick, click, and flip” multichannel marketing strategy. vertising, New Advertisements and Sales Promo-
The Marketing Matters Box has been updated to re- tion Examples, and New Discussion of the
flect IBM’s use of artificial intelligence to manage its Advertising Agency of the Year. The growing impact
supply chain. In addition, the Making Responsible De- of virtual reality (VR) and augmented reality (AR) on
cisions box discussion of recycling e-waste has been advertising is discussed in the chapter opening exam-
updated. ple. New examples of VR and AR campaigns include

xii
McDonald’s Happy Goggles and Lowe’s Holoroom. technology includes new material on the consolida-
New advertising examples from Mercedes-Benz, Pro- tion of customer and sales information, how market-
gressive, Duracell, Coca-Cola, Whole Foods, Milk Life, ing automation emphasizes sophisticated analytical
the U.S. Army, Kia, AG, Geico, and Sonos and new techniques to track the behavior of anyone showing
sales promotion examples from Nabisco, Vaio, and an interest in a product or service, and how cus-
Bubba Gump Restaurant and Market. The Identifying tomer service and support automation provides ser-
the Target Audience section now includes Mountain vices such as “live chat.”
Dew and Lululemon campaigns as examples, and the
Message Content section includes a discussion of
the increasing use of gender neutral advertising. The Chapter 21: Expanded Discussion about Personal-
chapter also includes new discussion of Advertising ization, New Section Titled How Consumers Shop
Age’s Agency of the Year—Anomaly. In addition, the and Buy, including Social Commerce, Broadened
results of a recent Association of National Advertisers Implementing Multichannel Marketing Section,
survey about the most common forms of compensa- and New Figure Illustrating a Multichannel Con-
tion for ad agencies are discussed. sumer Journey Map. The Interactivity, Individuality,
and Customer Relationships in Marketspace section
has an expanded discussion about the differences
Chapter 19: New Discussion on Internet-Connected between collaborative filtering and personalization,
Cars, New Material on Live Streaming at Facebook, and includes Sunglass Hut as an example of a com-
and Updated Marketing Matters Box on Vloggers. pany using personalization techniques. The use of
Chapter 19 opens with a discussion of the new level of chatbots has been added to the Communication
mobile marketing enabled by Internet-connected cars. ­section. A new section titled How Consumers Shop
The discussion addresses three channels that can and Buy Online has been added and covers social
reach cars—social media, e-mail, and messaging apps. ­commerce—the use of social networks for browsing
A new discussion about Facebook Live has been and buying. In addition, the Implementing Multichan-
added to the section Mobile Marketing at Facebook. nel Marketing section has been rewritten with new
The overview of Twitter now includes an example of coverage of cross-channel consumer behavior,
teenager Carter Wilkerson obtaining enough retweets ­mutually reinforcing channels, and monitoring and
to win free chicken nuggets for a year. The Marketing measuring channel performance. New Figure 21–5
Matters box has been updated to describe how vlog- i llustrates a multichannel marketing consumer
­
gers are becoming the online version of traditional ­journey map.
­celebrities. In addition, the Pepsi MAX “Friend Finder”
YouTube video is included as an example of Pepsi’s
use of social media. Chapter 22: Updated Chapter Opening Example,
New Examples of Disruptive Innovations, and Up-
dated Coverage of Starbucks in Evaluation Section.
Chapter 20: New Material on Upselling and Cross- The chapter opening example has been updated to
Selling, Updated Marketing Insights About Me Box, describe how the strategic marketing process at Gen-
and New Discussion of Customer Relationship Mar- eral Mills has led to many new products, such as Very
keting Systems and Technology, including Sales Berry Cheerios, Nature Valley Granola Cups, Annie’s
Force Automation, Marketing Automation, and Cus- Popcorn, Yoplait Dippers, and Warm Delights. New ex-
tomer Service and Support Automation. The Con- amples of disruptive innovations have been added. In
sultative Selling section now includes discussion of addition, the Starbucks example in the Acting on De-
upselling and cross-selling. The Marketing Insights viations from Goals section has been updated to in-
About Me box has been updated to include the most clude recent changes such as new flavors, a
recent emotional intelligence test and the current partnership with Lady Gaga, a new lunch menu, and
link. In addition, the discussion of CRM systems and apps for connected cars.

xiii
INSTRUCTOR RESOURCES

Instructor’s Manual Video Cases

Test Bank
The IM includes lecture A unique series of 22
We offer almost 5,000 test
notes, video case teaching marketing video cases includes
questions categorized by
notes, Appendix D case new videos featuring GoPro
topic, learning objectives,
teaching notes, and and Coppertone.
and level of learning.
In-Class Activities. Appendix D Cases
Alternate cases for each
chapter for instructors
who elect to assign
additional cases.

In-Class Activities Marketing,

Chapter-specific in-class
activities for today’s students
14/e Blog
who learn from active, Instructor www.kerinmarketing.com
participative experiences. Resources A blog written specifically for
PowerPoint Slides use in the classroom!
Media-enhanced and Throughout each term we
hyperlinked slides enable post new examples of
engaging and interesting marketing campaigns, along
classroom discussions. Connect, LearnSmart, with a classroom discussion
Digital In-Class Activities and SmartBook and participation guide.
Digital In-Class Activities The unique content platform Practice Marketing
focus on the use of web delivering powerful technical (Simulation)
resources and the marketing resources and adaptive Practice Marketing is a 3D,
data they can provide learning solutions. Includes online, multiplayer game that
students. new Marketing Analytics enables students to gain
Exercises. practical experiences in an
interactive environment.

Practice Marketing
Practice Marketing is a 3D, online, single or multiplayer game that helps students
apply the four Ps by taking on the role of marketing manager for a backpack
company. By playing the game individually and/or in teams, students come to
understand how their decisions and elements of the marketing mix affect one
another. Practice Marketing is easy to use, fully mobile, and provides an interac-
tive alternative to marketing plan projects. Log in to mhpractice.com with your
Connect credentials to access a demo, or contact your local McGraw-Hill repre-
sentative for more details.

xiv
Acknowledgments

To ensure continuous improvement of our textbook and supplements we have utilized an

extensive review and development process for each of our past editions. Building on that
history, the Marketing, 14th edition development process included several phases of
evaluation and a variety of stakeholder audiences (e.g., students, instructors, etc.).

Reviewers who were vital in the changes that were made to the 14th and previous edi-
tions and its supplements include:

A. Diane Barlar Blaise Waguespack Jr. Christopher Ziemnowicz

Abe Qastin Bob Dahlstrom Chuck Pickett
Abhay Shah Bob Dwyer Cindy Leverenz
Abhi Biswas Bob E. Smiley Clare Comm
Abhik Roy Bob McMillen Clark Compton
Adrienne Hinds Bob Newberry Clay Rasmussen
Ahmed Maamoun Brent Cunningham Clint Tankersley
Al Holden Brian Kinard Clyde Rupert
Alan Bush Brian Murray Connie Bateman
Alexander Edsel Bronis J. Verhage Corinne Asher
Alicia Revely Bruce Brown Craig Stacey
Allan Palmer Bruce Chadbourne Cristanna Cook
Allen Smith Bruce Ramsey Cydney Johnson
Amy Frank Bruce Robertson Dan Darrow
Anand Kumar Bryan Hayes Dan Goebel
Andrei Strijnev Carl Obermiller Dan Sherrel
Andrew Dartt Carmen Powers Dan Toy
Andrew Thacker Carmina Cavazos Daniel Butler
Andy Aylesworth Carol Bienstock Daniel Rajaratnam
Angela Stanton Carol M. Motley Darrell Goudge
Anil Pandya Carolyn Massiah Dave Olson
Ann Kuzma Casey Donoho David Erickson
Ann Little Catherine Campbell David Gerth
Ann Lucht Cathie Rich-Duval David J. Burns
Ann Veeck Cathleen H. Behan David Jamison
Annette George Cathleen Hohner David Kuhlmeier
Anthony Koh Cecil Leonard David Smith
Anthony R. Fruzzetti Cesar Maloles David Terry Paul
Aysen Bakir Charla Mathwick Deana Ray
Barbara Evans Charles Bodkin Deb Jansky
Barbara Ribbens Charles Ford Debbie Coleman
Barnett Greenberg Charles Schewe Debra Laverie
Barry Bunn Cheryl Stansfield Deepa Pillai
Bashar Gammoh Chiranjeev Kohli Dennis Pappas
Beibei Dong Chris Anicich Dennis Rosen
Ben Oumlil Chris Ratcliffe Diana Joy Colarusso
Beth Deinert Christie Amato Diane Dowdell
Bill Curtis Christine Lai Diane T. McCrohan
Bill Murphy Christopher Blocker Don Weinrauch
Bill Peterson Christopher Kondo Donald Chang

xv
Donald F. Mulvihill George Young Jane Cromartie
Donald Fuller Gerald O. Cavallo Jane Lang
Donald G. Norris Gerard Athaide Jane McKay-Nesbitt
Donald Hoffer Gerald Waddle Janet Ciccarelli
Donald Larson Glen Brodowsky Janet Murray
Donald R. Jackson Glen Gelderloos Janice Karlen
Donald V. Harper Godwin Ariguzo Janice Taylor
Donna Wertalik Gonca Soysal Janice Williams
Doris M. Shaw Gordon Mosley Jarrett Hudnal
Dotty Harpool Greg Kitzmiller Jason Little
Douglas Kornemann Guy Lochiatto Jay Lambe
Duncan G. LaBay Harlan Wallingford Jean Murray
Eberhard Scheuling Harold Lucius Jean Romeo
Ed Gonsalves Harold S. Sekiguchi Jeanne Munger
Ed Laube Havva Jale Meric Jeff Blodgett
Ed McLaughlin Heidi Rottier Jeff Finley
Eddie V. Easley Heikki Rinne Jeffrey W. von Freymann
Edna Ragins Helen Koons Jefrey R. Woodall
Edwin Nelson Herbert A. Miller Jennie Mitchell
Elaine Notarantonio Herbert Katzenstein Jennifer Nelson
Eldon L. Little Howard Combs Jerry Peerbolte
Elena Martinez Hsin-Min Tong Jerry W. Wilson
Elizabeth R. Flynn Hugh Daubek Jianfeng Jiang
Ellen Benowitz Imran Khan Jim McHugh
Eric Ecklund Irene Dickey Jo Ann McManamy
Eric Newman Irene Lange Joan Williams
Eric Shaw Ismet Anitsal Joanne Orabone
Erin Baca Blaugrund J. Ford Laumer Jobie Devinney-Walsh
Erin Cavusgil Jacqueline Karen Joe Cronin
Erin Wilkinson Jacqueline Williams Joe Kim
Ernan Haruvy James A. Henley Jr. Joe M. Garza
Eugene Flynn James A. Muncy Joe Puzi
Farrokh Moshiri James C. Johnson Joe Ricks
Fekri Meziou James Cross Joe Stasio
Frances Depaul James Garry Smith John Benavidez
Francis DeFea James Gaubert John Brandon
Francisco Coronel James Ginther John C. Keyt
Frank A. Chiaverini James Gould John Coppett
Fred Honerkamp James H. Barnes John Cox
Fred Hurvitz James H. Donnelly John Finlayson
Fred Morgan James L. Grimm John Fitzpatrick
Fred Trawick James Lollar John Gaskins
Frederick J. Beier James Marco John H. Cunningham
Gail M. Zank James McAlexander John Kuzma
Gary Carson James Meszaros John Penrose
Gary F. McKinnon James Munch John Striebich
Gary Law James Olver Jonathan Hibbard
Gary Poorman James P. Rakowski Joseph Belonax
Gary Tucker James V. Spiers Joseph Defilippe
George Kelley James Wilkins Joseph Myslivec
George Miaoulis James Zemanek Joseph Wisenblit

xvi
Juan (Gloria) Meng Kunal Sethi Mary Schramm
Judy Bulin Lan Wu Mary Tripp
Judy Foxman Larry Borgen Matt Meuter
Judy Wagner Larry Carter Max White
Julie Haworth Larry Feick Mayukh Dass
Julie Sneath Larry Goldstein Melissa Clark
Jun Ma Larry Marks Melissa Moore
June E. Parr Larry Rottmeyer Michael Callow
Karen Becker-Olsen Laura Dwyer Michael Drafke
Karen Berger Lauren Wright Michael Fowler
Karen Flaherty Lawrence Duke Michael Mayo
Karen Gore Lawrence Marks Michael Peters
Karen LeMasters Lee Meadow Michael Pontikos
Kasia Firlej Leon Zurawicki Michael R. Luthy
Katalin Eibel-Spanyi Leonard Lindenmuth Michael Swenson
Kathleen Krentler Leslie A. Goldgehn Michelle Kunz
Kathleen Stuenkel Leta Beard Michelle Wetherbee
Kathleen Williamson Linda Anglin Mike Hagan
Kathryn Schifferle Linda M. Delene Mike Hyman
Kathy Meyer Linda Morable Mike Luckett
Katie Kemp Linda Munilla Milton Pressley
Kay Chomic Linda N. LaMarca Miriam B. Stamps
Kaylene Williams Linda Rochford Nadia J. Abgrab
Keith B. Murray Lindell Phillip Chew Nancy Bloom
Keith Jones Lisa M. Sciulli Nancy Boykin
Keith Murray Lisa Siegal Nancy Grassilli
Kellie Emrich Lisa Simon Nanda Kumar
Ken Crocker Lisa Troy Nathan Himelstein
Ken Fairweather Lisa Zingaro Neel Das
Ken Herbst Lori Feldman Nikolai Ostapenko
Ken Murdock Lowell E. Crow Norman Smothers
Ken Shaw Lynn Harris Notis Pagiavlas
Kenneth Goodenday Lynn Loudenback Ottilia Voegtli
Kenneth Jameson Marc Goldberg Pamela Grimm
Kenneth Maricle Maria McConnell Pamela Hulen
Kerri Acheson Maria Randazzo-Nardin Parimal Bhagat
Kevin Feldt Maria Sanella Pat Spirou
Kevin W. Bittle Marilyn Lavin Patricia Baconride
Kim Montney Mark Collins Patricia Bernson
Kim Richmond Mark Weber Patricia Manninen
Kim Sebastiano Mark Young Paul Dion
Kim Wong Martin Bressler Paul Dowling
Kimberly D. Smith Martin Decatur Paul Jackson
Kimberly Grantham Martin St. John Paul Londrigan
Kin Thompson Marton L. Macchiete Paul Myer
Kirti Celly Martyn Kingston Peter J. McClure
Koren Borges Marva Hunt Philip Kearney
Kristen Regine Mary Ann McGrath Philip Parron
Kristine Hovsepian Mary Beth DeConinck Philip Shum
Kristy McManus Mary Conran Phyllis Fein
Kumar Sarangee Mary Joyce Phyllis McGinnis

xvii
Poh-Lin Yeoh Ruth Ann Smith Teri Root
Pola B. Gupta Ruth Rosales Terrance Kevin McNamara
Priscilla G. Aaltonen Ruth Taylor Terry Kroeten
Priscilla LaBarbera S. Choi Chan Theodore Mitchell
Priyali Rajagopal S. Tamer Cavusgil Theresa Flaherty
Rae Caloura Sally Sledge Thom J. Belich
Rajesh Iyer Samuel E. McNeely Thomas Brashear
Rajiv Kashyap Sanal Mazvancheryl Thomas L. Trittipo
Ram Kesaran Sandipan Sen Thomas M. Bertsch
Randall E. Wade Sandra Robertson Thomas Passero
Randy Stuart Sandra Smith Tim Aurand
Ravi Shanmugam Sandra Young Tim Landry
Raymond Marzilli Sang Choe Timothy Donahue
Reid Claxton Sanjay S. Mehta Timothy Reisenwitz
Renee Foster Santhi Harvey Tina L. Williams
Renee Pfeifer-Luckett Scott Cragin Tino DeMarco
Rex Moody Scott Swan Tom Castle
Rhonda Mack Scott Thorne Tom Deckelman
Rhonda Taylor Shabnam Zanjani Tom Marshall
Richard C. Leventhal Sheila Wexler Tom Rossi
Richard D. Parker Sherry Cook Tom Stevenson
Richard Hansen Siva Balasubramanian Tom Thompson
Richard Hargrove Soon Hong Min Tracy Fulce
Richard J. Lutz Srdan Zdravkovic Vahwere Kavota
Richard Lapidus Stacia Gray Van R. Wood
Richard M. Hill Stan Garfunkel Vicki Rostedt
Richard Penn Stan Scott Victoria Miller
Rick Sweeney Starr F. Schlobohm Vincent P. Taiani
Rita Dynan Stephen Calcich Vladimir Pashkevich
Robert C. Harris Stephen Garrott Vonda Powell
Robert Jones Stephen Pirog Walter Kendall
Robert Lawson Stephen W. Miller Wendy Achey
Robert Luke Steve Hertzenberg Wendy Wood
Robert Morris Steve Taylor Wesley Johnston
Robert S. Welsh Steven Engel William B. Dodds
Robert Swerdlow Steven Moff William Brown
Robert W. Ruekert Sudhir Karunakaran William D. Ash
Robert Williams Sue Lewis William Foxx
Robert Witherspoon Sue McGorry William G. Browne
Roberta Schultz Sue Umashankar William G. Mitchell
Roger McIntyre Suman Basuroy William J. Carner
Roger W. Egerton Sundaram Dorai William Motz
Ron Dougherty Sunder Narayanan William Pertula
Ron Hasty Susan Godar William R. Wynd
Ron Larson Susan Peterson William Rodgers
Ron Weston Susan Sieloff William S. Piper
Ronald A. Feinberg Susan Stanix Wilton Lelund
Ronald Michaels Susie Pryor Yi He
Rosemary Ramsey Suzanne Murray Yue Pan
Roy Adler Sylvia Keyes Yunchuan Liu
Roy Klages Tamara Masters

xviii
Thanks are due to many people, including current and past students, marketing educa-
tors around the globe, university staff, business journal and periodical authors, company
representatives, and marketing professionals of every kind. Their assistance has been
essential in our efforts to continue to provide the most comprehensive, up-to-date, and
integrated teaching and learning package available. We have been fortunate to have so
many people be part of our team! In particular, however, we continue to benefit from the
insights and guidance of our long-time friend, colleague, and coauthor, William Rudelius.
His contributions to the textbook are truly timeless.

Nancy Harrower of Concordia University, St. Paul, led our efforts on the Instructor’s Man-
ual, the PowerPoint slides, the In-Class Activities, and the new Digital In-Class Activities. In
addition, she provides the content for our blog (kerinmarketing.com). Tia Quinlan-Wilder of
the University of Denver was responsible for the Test Bank and Quizzes and the Learn-
Smart component of our interactive learning package. Erin Steffes of Towson University
was responsible for the Connect application exercises and the new Marketing Analytics
exercises. All of these professors are exceptional educators and we are very fortunate that
they are part of our team. Michael Vessey, our long-time collaborator who recently passed
away, also provided assistance in the preparation of materials that are still in use.

Thanks are also due to many other colleagues who contributed to the text, cases, and
supplements. They include: Richard Lutz of the University of Florida; Linda Rochford of the
University of Minnesota–Duluth; Kevin Upton of the University of Minnesota–Twin Cities;
Nancy Nentl of Metropolitan State University; Leslie Kendrick of Johns Hopkins University;
Lau Geok Theng of the National University of Singapore; and Leigh McAlister of the Uni-
versity of Texas at Austin. Rick Armstrong of Armstrong Photography, Dan Hundley and
George Heck of Token Media, Nick Kaufman and Michelle Morgan of NKP Media, Bruce
McLean of World Class Communication Technologies, Paul Fagan of Fagan Productions,
Martin Walter of White Room Digital, Scott Bolin of Bolin Marketing, and Andrew Schones
of Pure Imagination produced the videos.

Many businesspeople also provided substantial assistance by making available informa-

tion that appears in the text, videos, and supplements—much of it for the first time in col-
lege materials. Thanks are due to Daniel Jasper, Jill Renslow, and Sarah Schmidt of Mall
of America; Mike Pohl of ACES Flight Simulation; Chris Klein, Jaime Cardenas, Casey
Leppanen, Heather Peace, and Lori Nevares of LA Galaxy; Ian Wolfman and Jana Boone
of meplusyou; David Ford and Don Rylander of Ford Consulting Group; Mark Rehborg of
Tony’s Pizza; Vivian Callaway, Sandy Proctor, and Anna Stoesz of General Mills; David
Windorski, Tom Barnidge, and Erica Schiebel of 3M; Nicholas Skally, Jeremy Stonier, and
Joe Olivas of Prince Sports; Brian Niccol of Pizza Hut; Tom Cassady of JCPenney, Inc.;
Charles Besio of the Sewell Automotive Group, Inc.; Lindsey Smith of GE Healthcare;
Beverly Roberts of the U.S. Census Bureau; Sheryl Adkins-Green of Mary Kay, Inc.; Mattison
Crowe of Seven Cycles, Inc.; Alisa Allen, Kirk Hodgdon, Patrick Hodgdon, and Nick
­Naumann of Altus Marketing and Business Development; and Nelson Ng from Dundas
Data Visualization, Inc.

Those who provided the resources for use in both the Marketing, 14th edition textbook,
Instructor’s Manual, and/or PowerPoint presentations include: Todd Walker and Jean
Golden of Million Dollar Idea; Karen Cohick of Susan G. Komen for the Cure; Liz Stewart
of Ben & Jerry’s; John Formella and Patricia Lipari of Kodak; Erica Schiebel of 3M; Joe
Diliberti of Consumer Reports; Patricia Breman of Strategic Business Insights (VALS); Brian
Nielsen of the Nielsen Company; David Walonick of StatPac; Mark Rehborg of Schwan’s
Consumer Brands (Tony’s Pizza); Jennifer Olson of Experian Simmons; Kitty Munger and
Mary Wykoff of Wendy’s; Mark Heller of RetailSails; Nicky Hutcheon of ZenithOptimedia;
Amy Thompson and Jennifer Allison of Dell, Inc.; Adriana Carlton of Walmart and Rick Hill
of Bernstein-Rein Advertising (Walmart); Janine Bolin of Saks, Inc.; Dr. Yory Wurmser of the

xix
 Data and Marketing Association; Elizabeth Clendenin of Unilever (Caress); and Jennifer
Katz, Kelsey Fisher, Jenny Caffoe, Lexi Diederich, and Malyn Mueller of StuffDOT, Inc.

We also want to thank the following people who generously provided assistance with our
Marketing, 14th edition In-Class Activities (ICAs) and associated PowerPoint presenta-
tions: Mitch Forster and Carla Silveira of Ghirardelli Chocolate Company; Karolyn Warfel
and Betsy Boyer of Woodstream Corp. (Victor Pest); Leonard Fuld of Fuld & Co.; Maggie
Jantzen of Starbucks Coffee Company; Michelle Green and Victoria Glazier of the U.S.
Census Bureau; Lisa Castaldo of Pepsi; Muffie Taggert of General Mills; Robert M. McMath,
formerly of NewProductWorks; Greg Rodriguez; Jeremy Tucker, Julia Wells, and Lisa
Cone of Frito-Lay (Doritos); Susan Carroll and Bob Robinson of Apple, Inc.; Willard Oberton
of Fastenal Company; Scott Wosniak and Jennifer Arnold of Toro; Kim Eskro of Fallon
Worldwide (Gold’n Plump); Robin Grayson of TBWA/Chiat/Day (Apple); Katie Kramer of
Valassis Communications, Inc. (Nutella/Advil); Triestina Greco of Nutella/Ferrero; Tim
­Stauber of Wyeth Consumer Healthcare (Advil); and Yvonne Pendleton and Lucille Storms
of Mary Kay.

Staff support from the Southern Methodist University and the University of Denver was
essential. We gratefully acknowledge the help of Jeanne Milazzo and Karen Gross for
their many contributions.

Checking countless details related to layout, graphics, and photos, and managing last-
minute text changes is essential for a sound and accurate textbook. This also involves
coordinating activities of authors, designers, editors, compositors, and production spe-
cialists. Christine Vaughan, our lead content project manager, of McGraw-Hill Education’s
production staff provided the necessary oversight and attention to detail while retaining
an extraordinary level of professionalism, often under tight deadlines. We are very fortu-
nate that Christine was part of our team. Thank you again!

Finally, we acknowledge the professional efforts of the McGraw-Hill Education staff. Com-
pletion of our book and its many supplements required the attention and commitment of
many editorial, production, marketing, and research personnel. Our McGraw-Hill team
included Susan Gouijnstook, Meredith Fossel, Nicole Young, Kelly Pekelder, Matt Diamond,
Carrie Burger, Danielle Clement, Kerry Shanahan, and many others. In addition, we relied
on David Tietz for constant attention regarding the photo elements of the text, and
­Katharine Glynn for management of the details of the online authoring system. Handling
the countless details of our text, supplement, and support technologies has become an
incredibly complex challenge. We thank all these people for their efforts!

Roger A. Kerin
Steven W. Hartley

xx
BRIEF CONTENTS
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2
2 Developing Successful Organizational and Marketing Strategies 26
Appendix A Building an Effective Marketing Plan 56
3 Scanning the Marketing Environment 72
4 Ethical and Social Responsibility for Sustainable Marketing 104

Part 2 Understanding Buyers and Markets

5 Understanding Consumer Behavior 126
6 Understanding Organizations as Customers 156
7 Understanding and Reaching Global Consumers and Markets 178

Part 3 Targeting Marketing Opportunities

8 Marketing Research: From Customer Insights to Actions 210
9 Market Segmentation, Targeting, and Positioning 244

Part 4 Satisfying Marketing Opportunities

10 Developing New Products and Services 272
11 Managing Successful Products, Services, and Brands 298
12 Services Marketing 330
13 Building the Price Foundation 358
14 Arriving at the Final Price 380
Appendix B Financial Aspects of Marketing 407
15 Managing Marketing Channels and Supply Chains 416
16 Retailing and Wholesaling 444
17 Integrated Marketing Communications and Direct Marketing 478
18 Advertising, Sales Promotion, and Public Relations 508
19 Using Social Media and Mobile Marketing to Connect with Consumers 550
20 Personal Selling and Sales Management 578

Part 5 Managing the Marketing Process

21 Implementing Interactive and Multichannel Marketing 608
22 Pulling It All Together: The Strategic Marketing Process 632
Appendix C Planning a Career in Marketing 664
Appendix D  Alternate Cases, available in SmartBook or Connect Instructor
Resources

Glossary 685
Name Index 697
Company/Product Index 706
Subject Index 714

xxi
DETAILED CONTENTS
Part 1 Initiating the Marketing Process
1 CREATING CUSTOMER RELATIONSHIPS AND VALUE
THROUGH MARKETING 2
Creating Customer Value: The Chobani Way! 2
Creating an Exceptional Product 2
Connecting with Customers 2
Chobani Today 3
Chobani, Marketing, and You 4
What Is Marketing? 4
Marketing and Your Career 4
Marketing: Delivering Value to Customers 5
The Diverse Elements Influencing Marketing Actions 5
What Is Needed for Marketing to Occur 6
How Marketing Discovers and Satisfies Consumer Needs 7
Discovering Consumer Needs 8
The Challenge: Meeting Consumer Needs with New
Products 8
Satisfying Consumer Needs 10
The Marketing Program: How Customer Relationships Are Built 11
Relationship Marketing: Easy to Understand, Hard to Do 11
The Marketing Program and Market Segments 13
3M’s Strategy and Marketing Program to Help Students
Study 13
How Marketing Became So Important 15
Evolution of the Market Orientation 15
Focusing on Customer Relationship Management 15
Ethics and Social Responsibility in Marketing: Balancing the
Interests of Different Groups 17
The Breadth and Depth of Marketing 17

Learning Objectives Review 19

Learning Review Answers 20
Focusing on Key Terms 20
Applying Marketing Knowledge 20
Building Your Marketing Plan 21
Video Case 1: Chobani®: Making Greek Yogurt a
Household Name 21
Chapter Notes 24

2 DEVELOPING SUCCESSFUL ORGANIZATIONAL

AND MARKETING STRATEGIES 26
Ben and Jerry Are on a Mission: To Make Fantastic, Sustainable,
World-Changing Ice Cream 26
Today’s Organizations 28
Kinds of Organizations 28

xxii
 Making Responsible Decisions: Social Entrepreneurs
Are Creating New Types of Organizations to Pursue
Social Goals 29
What Is Strategy? 29
The Structure of Today’s Organizations 30
Strategy in Visionary Organizations 31
Organizational Foundation: Why Does It Exist? 31
Organizational Direction: What Will It Do? 32
Organizational Strategies: How Will It Do It? 34
Tracking Strategic Performance with Marketing Analytics 34
Applying Marketing Metrics: How Well Is Ben & Jerry’s
Doing? 36
Setting Strategic Directions 36
A Look Around: Where Are We Now? 36
Growth Strategies: Where Do We Want to Go? 37
Marketing Matters: Filling the Shoes of Apple CEO Tim Cook:
Where Will Apple’s Projected Future Growth for Its Major
SBUs Come From? 38
The Strategic Marketing Process 41
The Planning Phase of the Strategic Marketing Process 41
The Implementation Phase of the Strategic
Marketing Process 44
The Evaluation Phase of the Strategic Marketing Process 46

Learning Objectives Review 48

Learning Review Answers 49
Focusing on Key Terms 50
Applying Marketing Knowledge 50
Building Your Marketing Plan 50
Video Case 2: IBM: Using Strategy to Build
a “Smarter Planet” 51
Chapter Notes 53
Appendix A Building an Effective Marketing Plan 56

3 SCANNING THE MARKETING ENVIRONMENT 72

Fortune’s Businessperson of the Year: “I’m in This to Build
Something Cool!” 72
Facebook in the Future 73
Environmental Scanning 74
Tracking Environmental Trends 74
An Environmental Scan of Today’s Marketplace 75
Social Forces 76
Demographics 76

xxiii
 Making Responsible Decisions: Balancing Profits and
Purpose—Millennial Style 79
Culture 82
Economic Forces 84
Macroeconomic Conditions 84
Consumer Income 85
Marketing Insights About Me: American FactFinder:
Your Source for Economic Information 86
Technological Forces 87
Technology of Tomorrow 87
Technology’s Impact on Customer Value 88
Technology Enables Data Analytics 88
Competitive Forces 89
Alternative Forms of Competition 89
Components of Competition 90
Small Businesses as Competitors 90
Regulatory Forces 91
Protecting Competition 91
Product-Related Legislation 91
Pricing-Related Legislation 93
Distribution-Related Legislation 93
Advertising- and Promotion-Related Legislation 93
Marketing Matters: Does Protecting Privacy Hurt the Web? 94
Control through Self-Regulation 95
Learning Objectives Review 95
Learning Review Answers 96
Focusing on Key Terms 97
Applying Marketing Knowledge 97
Building Your Marketing Plan 97
Video Case 3: Geek Squad: A New Business for
a New Environment 98
Chapter Notes 100

4 ETHICAL AND SOCIAL RESPONSIBILITY FOR

SUSTAINABLE MARKETING 104
Anheuser-Busch: Becoming the Best Beer Company in
a Better World 104
Alcohol Responsibility 104
Environmental Preservation 105
Nature and Significance of Marketing Ethics 106
An Ethical/Legal Framework for Marketing 106
Critical Perceptions of Ethical Behavior 107
Four Factors Affect Ethical Marketing Behavior 108
Societal Culture and Norms 108
Business Culture and Industry Practices 108

xxiv
 Making Responsible Decisions: Corporate Conscience
in the Cola War 110

Marketing Insights About Me: Is Corruption More or Less

Common in My Country? 111
Corporate Culture and Expectations 111
Your Personal Moral Philosophy and Ethical Behavior 112
Understanding Social Responsibility for Sustainable Marketing 114
Three Concepts of Social Responsibility 114
Marketing Matters: Will Consumers Switch Brands
for a Cause? Yes, If . . . 117
The Social Audit and Sustainable Development: Doing Well
by Doing Good 117
Turning the Table: Consumer Ethics and Social
Responsibility 118
Learning Objectives Review 120
Learning Review Answers 120
Focusing on Key Terms 121
Applying Marketing Knowledge 121
Building Your Marketing Plan 121
Video Case 4: Toyota: Building Cleaner,
Greener Cars 121
Chapter Notes 124

Part 2 Understanding Buyers and Markets

5 UNDERSTANDING CONSUMER BEHAVIOR 126
Enlightened Carmakers Know What Custom(h)ers
and Influenc(h)ers Value 126
Consumer Purchase Decision Process and Experience 128
Problem Recognition: Perceiving a Need 128
Information Search: Seeking Value 128
Alternative Evaluation: Assessing Value 129
Purchase Decision: Buying Value 130
Postpurchase Behavior: Realizing Value 130
Marketing Matters: How Much Is a Satisfied
Customer Worth? 131
Consumer Involvement Affects Problem Solving 131
Situational Influences That Affect Purchase
Decisions 133
Putting the Purchase Decision Process into Practice: Consumer
Touchpoints and Consumer Journey Maps 133
Psychological Influences on Consumer Behavior 135
Consumer Motivation and Personality 135
Consumer Perception 137

xxv
 Making Responsible Decisions: The Ethics of Subliminal
Messages 138
Consumer Learning 138
Consumer Values, Beliefs, and Attitudes 139
Consumer Lifestyle 140
Marketing Insights About Me: What Motivates You? Identifying
Your VALS Profile 141
Sociocultural Influences on Consumer Behavior 142
Personal Influence 142
Marketing Matters: BzzAgent—The Buzz Experience 143
Reference Group Influence 144
Family Influence 144
Social Class Influence 146
Culture and Subculture Influences 147
Learning Objectives Review 149
Learning Review Answers 150
Focusing on Key Terms 150
Applying Marketing Knowledge 150
Building Your Marketing Plan 151
Video Case 5: Coppertone: Creating the Leading Sun Care
Brand by Understanding Consumers 151
Chapter Notes 153

6 UNDERSTANDING ORGANIZATIONS AS CUSTOMERS 156

Organizational Buying Is Marketing, Too! Purchasing Publication
Paper for JCPenney 156
Business-to-Business Marketing and Organizational
Buyers 158
Organizational Buyers 158
Organizational Markets 158
Measuring Organizational Markets 159
Characteristics of Organizational Buying 160
Demand Characteristics 160
Size of the Order or Purchase 161
Number of Potential Buyers 161
Organizational Buying Objectives 161
Marketing Insights About Me: Do I Buy from Organizations
That Promote Diversity among Their Suppliers and in Their
Workplaces? 162
Organizational Buying Criteria 162
Buyer–Seller Relationships and Supply Partnerships 163
Marketing Matters: At Milsco Manufacturing, “Our Marketing
Philosophy Is Designed to Develop Partnerships” and Deliver a
Great Ride for Customers’ Seats 164

xxvi
 Making Responsible Decisions: Sustainable Procurement for
Sustainable Growth at Starbucks 165
The Organizational Buying Function and Process and the
Buying Center 165
The Buying Function in Organizations 165
Stages in the Organizational Buying Process 165
The Buying Center: A Cross-Functional Group 166
Online Buying in Business-to-Business Marketing 168
Prominence of Online Buying in Organizational Markets 168
E-Marketplaces: Virtual Organizational Markets 169
Online Auctions in Organizational Markets 169
Marketing Matters: eBay Means Business for Business-to-
Business Marketing Entrepreneurs, Too! 170
Learning Objectives Review 171
Learning Review Answers 172
Focusing on Key Terms 172
Applying Marketing Knowledge 172
Building Your Marketing Plan 173
Video Case 6: Trek: Building Better Bikes through
Organizational Buying 173
Chapter Notes 176

7 UNDERSTANDING AND REACHING GLOBAL CONSUMERS

AND MARKETS 178
Transforming the Way India Sells and Transforming the Way India
Buys: Amazon India Builds a Multibillion-Dollar Operation from
the Ground Up to the Cloud 178
Amazon’s Awesome Opportunity in India 178
Amazon’s Awesome Challenges in India 178
Failure Is Not an Option 179
Dynamics of World Trade 180
Global Perspective on World Trade 180
United States Perspective on World Trade 181
Marketing in a Dynamic Global Economy 182
Economic Protectionism by Individual Countries 182
Making Responsible Decisions: Global Ethics and Global
Economics—The Case of Protectionism 183
Economic Integration among Countries 184
Global Competition among Global Companies for Global
Consumers 185
Marketing Matters: The Global Teenager—A Market of
2 Billion Voracious Consumers 188
The Presence of a Networked Global Marketspace 188
Prevalence of Economic Espionage 189

xxvii
Random documents with unrelated
content Scribd suggests to you:
 Politics - Research Paper
Spring 2021 - Center

Prepared by: Dr. Davis

Date: August 12, 2025

Chapter 1: Critical analysis and evaluation

Learning Objective 1: Current trends and future directions
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 2: Theoretical framework and methodology
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 3: Assessment criteria and rubrics
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 4: Historical development and evolution
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Learning Objective 5: Fundamental concepts and principles
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Fundamental concepts and principles
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Best practices and recommendations
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Comparative analysis and synthesis
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Practice Problem 8: Interdisciplinary approaches
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 9: Practical applications and examples
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 10: Diagram/Chart/Graph]
Introduction 2: Theoretical framework and methodology
Key Concept: Statistical analysis and interpretation
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Remember: Ethical considerations and implications
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Remember: Assessment criteria and rubrics
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Experimental procedures and results
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Assessment criteria and rubrics
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Historical development and evolution
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 16: Problem-solving strategies and techniques
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 17: Diagram/Chart/Graph]
Important: Study tips and learning strategies
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 18: Diagram/Chart/Graph]
Example 18: Experimental procedures and results
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Current trends and future directions
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 20: Diagram/Chart/Graph]
Review 3: Statistical analysis and interpretation
Definition: Theoretical framework and methodology
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Experimental procedures and results
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Experimental procedures and results
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Problem-solving strategies and techniques
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Comparative analysis and synthesis
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 25: Diagram/Chart/Graph]
Practice Problem 25: Best practices and recommendations
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 26: Diagram/Chart/Graph]
Definition: Best practices and recommendations
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 27: Learning outcomes and objectives
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Theoretical framework and methodology
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Ethical considerations and implications
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 30: Diagram/Chart/Graph]
Section 4: Statistical analysis and interpretation
Important: Interdisciplinary approaches
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 31: Diagram/Chart/Graph]
Remember: Ethical considerations and implications
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Research findings and conclusions
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Current trends and future directions
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Remember: Research findings and conclusions
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Key Concept: Comparative analysis and synthesis
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 36: Diagram/Chart/Graph]
Practice Problem 36: Comparative analysis and synthesis
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Comparative analysis and synthesis
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Key Concept: Problem-solving strategies and techniques
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 39: Statistical analysis and interpretation
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Summary 5: Current trends and future directions
Important: Current trends and future directions
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Learning outcomes and objectives
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Comparative analysis and synthesis
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 43: Diagram/Chart/Graph]
Remember: Historical development and evolution
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 44: Diagram/Chart/Graph]
Example 44: Critical analysis and evaluation
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 45: Case studies and real-world applications
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Key Concept: Learning outcomes and objectives
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Experimental procedures and results
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 48: Diagram/Chart/Graph]
Definition: Theoretical framework and methodology
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 49: Diagram/Chart/Graph]
Note: Literature review and discussion
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Background 6: Critical analysis and evaluation
Example 50: Historical development and evolution
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 51: Diagram/Chart/Graph]
Note: Learning outcomes and objectives
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Case studies and real-world applications
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 53: Diagram/Chart/Graph]
Key Concept: Study tips and learning strategies
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Current trends and future directions
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Ethical considerations and implications
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 56: Diagram/Chart/Graph]
Remember: Key terms and definitions
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Interdisciplinary approaches
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 58: Diagram/Chart/Graph]
Important: Problem-solving strategies and techniques
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Comparative analysis and synthesis
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
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