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Instructor’s Manual
to accompany
Basic Marketing, 19th edition
William D. Perreault, Jr.
Joseph P. Cannon
E. Jerome McCarthy
(Inside front cover. This is intentionally left blank
because this file is setup to print front and back of pages.)
Instructor’s Manual
to accompany
Basic
Marketing
A Marketing Strategy Planning Approach
19th edition
William D. Perreault, Jr., University of North Carolina
Joseph P. Cannon, Colorado State University
E. Jerome McCarthy, Michigan State University
Instructor’s Manual to accompany
Basic of Marketing: A Marketing Strategy Planning Approach
19th edition
by William D. Perreault, Jr., Joseph P. Cannon, and E. Jerome McCarthy
INSTRUCTOR’S MANUAL
Table of Contents
PART I: HOW TO USE THIS MANUAL ................................................................................... I-1
INTRODUCTION .................................................................................................................................... I-1
OVERVIEW OF THIS MANUAL – A ROAD MAP .................................................................................. I-1
CONCLUDING REMARKS ..................................................................................................................... I-4
PART II: OVERVIEW OF THE MAJOR ELEMENTS OF P.L.U.S. ................................ II-1
INTRODUCTION ................................................................................................................................... II-1
BASIC MARKETING, 19TH EDITION .................................................................................................. II-1
Chapter-by-Chapter Overview of What's New with This Edition ..................................................... II-2
INSTRUCTOR'S MANUAL TO ACCOMPANY BASIC MARKETING ................................................... II-7
INSTRUCTOR’S RESOURCE CD TO ACCOMPANY BASIC MARKETING ........................................ II-7
ACCOMPANY BASIC MARKETING ............................................................................................. II-10
Instructor's Manual to Accompany the Teaching Videos, Video Cases, and Video Clips .............. II-10
BASIC MARKETING “CARTRIDGE” FOR BLACKBOARD ................................................................. II-10
ONLINE RESOURCES TO ACCOMPANY BASIC MARKETING: ONLINE LEARING CENTER FOR
STUDENTS, LEARN THE 4 Ps SOCIAL MEDIA AND CONNECT WITH LEARNSMART ................. II-10
Table of Online Resources in the Basic Marketing Learning Package .......................................... II-11
Self-Test Quizzes for Every Chapter in the Text ........................................................................... II-11
PART III: IDEAS ABOUT TEACHING THE FIRST MARKETING COURSE ............. III-1
INTRODUCTION .................................................................................................................................. III-1
1. COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING .................................... III-1
Basic Marketing and P.L.U.S. Support Many Approaches ............................................................ III-1
It Helps to Remind Students about the Structure of Your Course ................................................. III-4
Students Often Appreciate a Written Course Overview ................................................................. III-6
Table of Contents
iv Perreault, Cannon, & McCarthy
Sample Course Overview .............................................................................................................. III-8
2. SUGGESTIONS FOR WRITING COURSE OBJECTIVES ........................................................... III-14
3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES
Additional Comments on the Basic Marketing Online Learning Center and website ................... III-17
5. COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND LEARNSMART ................ III-18
Connect Marketing Homework Exercises ..................................................................................... III-18
LearnSmart for Basic Marketing ................................................................................................... III-19
Practice Marketing ........................................................................................................................ III-19
6. COMMENTS ON THE MARKETING PLAN COACH ................................................................... III-20
7. COMMENTS ON THE COMPUTER-AIDED PROBLEMS ............................................................ III-21
Problems with a Focus on Marketing Decision-Making ............................................................... III-21
Teaching/Learning Objectives ..................................................................................................... III-21
Specific Benefits of the Approach ................................................................................................ III-22
Overview of Marketing Situations in Cases ................................................................................. III-35
12. COMMENTS ON EZ TEST AND BASIC MARKETING’S OBJECTIVE TEST QUESTIONS ....... III-35
13. COMMENTS ON THE MULTIMEDIA LECTURE SUPPORT GUIDE, INTERACTIVE
POWERPOINT LECTURE SLIDES, PRINT ADS, POWERPOINT ARCHIVES,
AND YOUTUBE POWERPOINTS .............................................................................................. III-36
Multimedia Lecture Support Guide .............................................................................................. III-36
Chapter-by-Chapter Materials ...................................................................................................... III-37
Color Ads ...................................................................................................................................... III-38
YouTube PowerPoints .................................................................................................................. III-39
PART IV: CHAPTER-BY-CHAPTER AIDS – ANSWERS TO QUESTIONS AND
EXERCISES ................................................................................................................................... IV-1
INTRODUCTION ................................................................................................................................. IV-1
CHAPTER 1: MARKETING'S VALUE TO CONSUMERS, FIRMS, AND SOCIETY ...................... IV-1-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-1-1
Table of Contents
COMPUTER-AIDED PROBLEM 1: REVENUE, COST, AND PROFIT RELATIONSHIPS ....... IV-1-6
CHAPTER 2: MARKETING STRATEGY PLANNING .................................................................... IV-2-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-2-1
COMPUTER-AIDED PROBLEM 2: TARGET MARKETING ..................................................... IV-2-7
CHAPTER 3: EVALUATING OPPORTUNITIES IN THE CHANGING
MARKET ENVIRONMENT ............................................................................................................... IV-3-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-3-1
CHAPTER 4: FOCUSING MARKETING STRATEGY WITH SEGMENTATION
AND POSITIONING .......................................................................................................................... IV-4-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-4-1
COMPUTER-AIDED PROBLEM 4: SEGMENTING CUSTOMERS ......................................... IV-4-3
CHAPTER 5: FINAL CONSUMERS AND THEIR BUYING BEHAVIOR ....................................... IV-5-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-5-1
COMPUTER-AIDED PROBLEM 5: SELECTIVE PROCESSES .............................................. IV-5-7
CHAPTER 6: BUSINESS AND ORGANIZATIONAL CUSTOMERS AND
THEIR BUYING BEHAVIOR ............................................................................................................ IV-6-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-6-1
COMPUTER-AIDED PROBLEM 6: VENDOR ANALYSIS ........................................................ IV-6-5
CHAPTER 7: IMPROVING DECISIONS WITH MARKETING INFORMATION ............................. IV-7-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-7-1
COMPUTER-AIDED PROBLEM 7: MARKETING RESEARCH ............................................... IV-7-5
COMMENTS ON THE USE OF SUGGESTED CASES ........................................................... IV-7-8
COMMENTS ON USE OF ETHICS QUESTION ...................................................................... IV-7-8
Table of Contents
vi Perreault, Cannon, & McCarthy
CHAPTER 8: ELEMENTS OF PRODUCT PLANNING FOR GOODS AND SERVICES ............... IV-8-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-8-1
COMPUTER-AIDED PROBLEM 8: BRANDING DECISION .................................................... IV-8-7
SUMMARY OF CONNECT HOMEWORK EXERCISES .......................................................... IV-8-12
CHAPTER 9: PRODUCT MANAGEMENT AND NEW-PRODUCT DEVELOPMENT .................... IV-9-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-9-1
COMPUTER-AIDED PROBLEM 9: GROWTH STAGE COMPETITION .................................. IV-9-4
CHAPTER 10: PLACE AND DEVELOPMENT OF CHANNEL SYSTEMS .................................. IV-10-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-10-1
COMPUTER-AIDED PROBLEM 10: INTENSIVE VS. SELECTIVE DISTRIBUTION ............. IV-10-7
CHAPTER 11: DISTRIBUTION CUSTOMER SERVICE AND LOGISTICS .................................. IV-11-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-11-1
COMPUTER-AIDED PROBLEM 11: TOTAL DISTRIBUTION COST ..................................... IV-11-5
CHAPTER 12: RETAILERS, WHOLESALERS, AND THEIR STRATEGY PLANNING ............... IV-12-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-12-1
COMPUTER-AIDED PROBLEM 12: SELECTING CHANNEL INTERMEDIARIES ............... IV-12-6
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-12-7
COMMENTS ON USE OF ETHICS QUESTION .................................................................... IV-12-9
COMMENTS ON USE OF MARKETING PLAN COACH ....................................................... IV-12-9
SUMMARY OF CONNECT HOMEWORK EXERCISES ........................................................ IV-12-10
CHAPTER 13: PROMOTION – INTRODUCTION TO INTEGRATED
MARKETING COMMUNICATIONS ............................................................................................... IV-13-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-13-1
CHAPTER 14: PERSONAL SELLING AND CUSTOMER SERVICE ......................................... IV-14-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-14-1
COMPUTER-AIDED PROBLEM 14: SALES COMPENSATION ............................................ IV-14-3
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-14-5
Table of Contents
COMMENTS ON USE OF ETHICS QUESTION .................................................................... IV-14-6
COMMENTS ON USE OF MARKETING PLAN COACH ....................................................... IV-14-6
SUMMARY OF CONNECT HOMEWORK EXERCISES .......................................................... IV-14-7
CHAPTER 15: ADVERTISING, PUBLICITY, AND SALES PROMOTION ................................. IV-15-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-15-1
CHAPTER 16: PRICING OBJECTIVES AND POLICIES ............................................................ IV-16-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-16-1
COMPUTER-AIDED PROBLEM 16: CASH DISCOUNTS ..................................................... IV-16-5
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-16-7
COMMENTS ON USE OF ETHICS QUESTION .................................................................... IV-16-7
COMMENTS ON USE OF MARKETING PLAN COACH ....................................................... IV-16-8
SUMMARY OF CONNECT HOMEWORK EXERCISES .......................................................... IV-16-9
CHAPTER 17: PRICE SETTING IN THE BUSINESS WORLD ................................................... IV-17-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-17-1
CHAPTER 18: IMPLEMENTING AND CONTROLLING MARKETING PLANS:
EVOLUTION AND REVOLUTION ................................................................................................ IV-18-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-18-1
COMPUTER-AIDED PROBLEM 18: MARKETING COST ANALYSIS ................................... IV-18-3
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-18-6
COMMENTS ON USE OF ETHICS QUESTION .................................................................... IV-18-7
COMMENTS ON USE OF MARKETING PLAN COACH ....................................................... IV-18-7
SUMMARY OF CONNECT HOMEWORK EXERCISES .......................................................... IV-18-8
CHAPTER 19: MANAGING MARKETING LINK WITH OTHER FUNCTIONAL AREAS ........... IV-19-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-19-1
CHAPTER 20: ETHICAL MARKETING IN A CONSUMER-ORIENTED WORLD:
APPRAISAL AND CHALLENGES ................................................................................................ IV-20-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-20-1
APPENDIX A: ECONOMICS FUNDAMENTALS ........................................................................... IV-A-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-A-1
APPENDIX B: MARKETING ARITHMETIC ................................................................................. IV-B-1
Table of Contents
viii Perreault, Cannon, & McCarthy
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................... IV-B-1
PART V: COMMENTS ON CASES IN BASIC MARKETING .......................................... V-1
INTRODUCTION .................................................................................................................................. V-1
Traditional Cases ............................................................................................................................ V-1
Video Cases .................................................................................................................................... V-1
COMMENTS ON EACH OF THE TRADITIONAL CASES ................................................................... V-2
Case 1: McDonald's "Seniors" Restaurant .................................................................................... V-2
Case 2: Golden Valley Foods, Inc. ............................................................................................... V-2
Case 3: NOCO United Soccer Academy ...................................................................................... V-3
Case 4: Hometown Tech. ............................................................................................................. V-4
Case 13: AAA Office World (AAA) .............................................................................................. V-15
Case 14: Showtime Media .......................................................................................................... V-16
Case 15: The Buckeye Group ..................................................................................................... V-16
Case 16: J&J Lumber Supply ..................................................................................................... V-17
Case 17: Simply Pure H2O4U .................................................................................................... V-18
Case 18: Whistler Township Volunteer Fire Department (WTVFD) ............................................ V-21
Case 19: MyPerfectWedding.com .............................................................................................. V-23
Case 20: Blue Lagoon Marine & Camp ...................................................................................... V-26
Case 21: Global Chemical, Inc. (GCI) ......................................................................................... V-27
Case 22: Bright Light Innovations ............................................................................................... V-27
Case 23: Carson Furniture .......................................................................................................... V-29
Instructor’s Manual to Accompany Basic Marketing I-1
Part I:
How to use this manual
INTRODUCTION
There are many effective ways to teach the beginning marketing course – and we know that how you
design your course depends on your objectives and your students' needs. Our aim in preparing this
Instructor's Manual – and more generally in preparing Basic Marketing and everything that goes with it –
has been to provide you with a complete and flexible set of high-quality teaching and learning materials –
materials that really work together and help you to offer your students a truly professional course. You
can design your own course system by selecting – from among a wide variety of learning units – those
which fit your style and your students' needs.
OVERVIEW OF THIS MANUAL – A ROAD MAP
This manual is organized into five major parts – so that you can focus on what is of interest – and easily
skip over what you don't need. The focus and purpose of each part is briefly overviewed below:
Part I: How to Use This Manual
Part I simply provides a short overview of the rest of the manual.
Part II: Overview of the Major Elements of the P.L.U.S. Package
Part II provides a brief summary of some of the highlights of each of the major P.L.U.S. components
that are available to you – and information about where different materials can be found. At the
Part I
I-2 Perreault, Cannon, & McCarthy
MAJOR ELEMENTS OF BASIC MARKETING P.L.U.S.
Basic Marketing: A Marketing Strategy
Planning Approach,
19th edition
by William D. Perreault, Jr., Joseph P. Cannon,
and E. Jerome McCarthy
Basic Marketing Online Learning
Center for Students
(www.mhhe.com/fourps)
The basic version includes free access to many
student resources.
Instructor’s Resource CD and
Instructor’s Online Learning Center to
Accompany Basic Marketing
Computer files for Interactive Lecture
PowerPoints, PowerPoint archives, EZ Test
software, electronic Instructor’s Manuals & more.
Computer Aided Problems (CAPs)
Easy-to-use spreadsheet software program works
with exercises at the end of each chapter to
develop analytical skills needed by today’s
managers.
Teaching Videos, Video Cases & Video
Clips to Accompany Basic Marketing
including Video Instructor’s Manual
Video Instructor’s Manual can be downloaded
from the text’s Website
Connect Marketing with LearnSmart
An online assignment and assessment solution
that connects students with the tools and
resources they will need for success, including
the LearnSmart self-study module.
How to use this Manual
Instructor’s Manual to Accompany Basic Marketing I-3
Part III: Ideas about Teaching the First Marketing Course
Part III provides a comprehensive set of ideas about teaching the first marketing course – including
more detailed information about some of the possibilities for using various components of P.L.U.S..
Specifically, Part III covers:
Section 1: Comments on approaches to teaching beginning marketing.
Section 2: Suggestions for writing course objectives.
Section 3: Suggestions for the pace and coverage of courses with various lengths.
Section 4: Comments on online resources for students: Online Learning Center, Connect
Slides, Print Ads, PowerPoint Archives, and YouTube PowerPoints.
Section 14: Comments on the Instructor’s Resource CD to Accompany Basic Marketing.
Section 15: Comments on the Teaching Videos, Video Cases, and Video Clips.
Section 16: Comments on creating a Website for your course.
Section 17: Ideas for student projects.
Section 18: Feedback to the authors.
In general, the information in Part III is designed to be helpful to you in planning your course – and in
developing a syllabus. You can easily skip any section in this part which is not of interest.
Part IV: Chapter-by-Chapter Aids: Answers to Questions and Exercises
Part IV provides suggested answers to or discussion of all of the student assignment material,
including answers to:
The material in this part of the manual may be helpful to you at the point when you are
planning/selecting specific assignments for your syllabus. In addition, all of the materials are
Part I
I-4 Perreault, Cannon, & McCarthy
Part V: Comments on Cases in Basic Marketing
Part V includes comments and teaching notes on each of the 36 traditional cases at the end of the text.
The discussion of each case found in this part supplements the suggestions that appear in the chapter-
by-chapter aids (Part IV). Comments and teaching notes on the 8 video cases are available in the Video
Instructor’s Manual.
CONCLUDING REMARKS
It has been our objective in preparing this edition of Basic Marketing – and the whole set of P.L.U.S.
William D. Perreault, Jr., Joseph P. Cannon, and E. Jerome McCarthy
Overview of the Major Elements of Basic Marketing P.L.U.S.
Instructor’s Manual to Accompany Basic Marketing II-1
Part II:
Overview of the major elements of P.L.U.S.
INTRODUCTION
The purpose of this part of the Instructor's Manual is to provide you, in one place, with an overview of the
major elements of P.L.U.S. (short for Professional Learning Units Systems) that are available to you.
• Basic Marketing: A Marketing Strategy Planning Approach, 19th edition. This section includes an
overview of the textbook and a chapter-by-chapter outline of changes in the 19th edition.
• Instructor’s Manual to Accompany Basic Marketing. Overview of all teaching/learning units as
• Bank of Objective Test Questions.
• Teaching Videos, Video Cases, and Video Clips to Accompany Basic Marketing
• Basic Marketing “cartridges” for Blackboard
• Online Resources for Basic Marketing: Online Learning Center for Students and Connect
Marketing with LearnSmart. The online resources for students are divided between the free
Online Learning Center and the premium Connect Marketing with LearnSmart.
o Resources at the free Online Learning Center:
! Chapter Quizzes (10 questions per chapter0
! Video cases
All of the Basic Marketing teaching materials are digital
We have found that most instructors utilize the digital copies of the Basic Marketing
teaching materials. So to save trees, McGraw Hill provides all of the teaching materials
only in a digital format. That said, we have created all of the materials in Word and PDF
formats so that they are easy for you to print out in hard copy if you prefer.
Part II
II-2 Perreault, Cannon, & McCarthy
!
BASIC MARKETING: A MARKETING STRATEGY PLANNING APPROACH, 19th
Edition
by Perreault, Cannon, and McCarthy
The whole text has been thoroughly revised and updated. Each chapter in Basic Marketing features:
• behavioral learning objectives at the start of the chapter.
• revised and updated text material, including hundreds of new, carefully integrated examples based on
well-known companies as well as smaller, entrepreneurial companies.
• illustrations—hundreds of new full-color ads and photographs selected, positioned, and annotated by
the authors to effectively illustrate concepts in the text. (All of these illustrations are also available to
• ethics questions, which pose an ethical dilemma based on those faced by real people.
• integrated treatment of important topics, such as “big data,” e-commerce, sustainability, social media,
customer value, the impact of the Internet, relationship marketing, international marketing, and
marketing ethics.
• "Important Terms" which are color-highlighted and clearly defined when they are first used – and also
listed alphabetically in the glossary at the end of the text.
• a Computer-Aided Problem to be solved with the computed-aided problem software that can be found
at the Free Online Learning Center. Part III of this manual provides more information about the
computer-aided problems. Part IV provides suggested answers to the assignment questions.
• video cases, in the back of the text and supported with accompanying video and additional
background information and lecture/discussion ideas in the Video Instructor's Manual. The Premium
Connect Marketing/LearnSmart package.
• The Basic Marketing Online Learning Center offers important teaching and learning innovations that
are available with no other marketing text. More detail on the Online Learning Center is provided
later in this part of the manual.
• The Connect Marketing package allows students to receive Basic Marketing and Connect
Marketing/LearnSmart at a value price. Alternatively, students can purchase the text and Connect
Marketing separately.
Chapter-by-Chapter Overview of What’s New with This Edition
One big change with this edition was the decision to drop a chapter. While we have dropped what was
chapter 5 Demographic Dimensions of Global Consumer Markets in previous editions, much of this
Overview of the Major Elements of Basic Marketing P.L.U.S.
1. Marketing's Value to Consumers, Firms, and Society
This chapter deals with the important role of marketing—focusing not only on how a marketing orientation
2. Marketing Strategy Planning
This chapter sets the stage for the rest of the book by introducing key marketing strategy concepts
including target marketing and the development of the marketing mix (the four Ps decision areas). The
3. Evaluating Opportunities in the Changing Market Environment
This chapter opens with an extensive case that highlights the chapter’s updated discussion of evaluating
opportunities in the changing market environment. This includes the competitive environment and
competitor analysis (and how firms are using the Internet to obtain competitive information). This chapter
also offers updated discussion of the economic environment and puts new emphasis on the role that
marketers should play in understanding the challenges and opportunities posed by new technology.
Similarly, discussions of the evolving role of regional groups (such as NAFTA and the European Union) in
the political environment have been included. The competitor, technology and cultural and social
environment sections have all been updated and re-written. This chapter now includes some of the
demographic information previously covered in the now eliminated demographics chapter. This is where
4. Focusing Marketing Strategy with Segmentation and Positioning
A new chapter opener case features LEGO. The boxed teaching note in this chapter is the first extended
treatment of “big data” – with a look of how Target stores uses big data to predict what customers will
Part II
II-4 Perreault, Cannon, & McCarthy
and customer relationship management, to achieve a competitive advantage with a particular target
market through a differentiated marketing mix.
5. Final Consumers and Their Buying Behavior
This chapter uses a conceptual model of consumer behavior that treats all of the major behavioral
influences on consumer buying behavior. The organizing model and key related exhibits show the
important role of purchase situations and set the stage for subsequent material (for example, differences
6. Business and Organizational Customers and Their Buying Behavior
This chapter puts more emphasis on the e-commerce revolution taking place in business-to-business
(B2B) markets and how it influences marketing relationships among suppliers and their customers. For
example, there are clear explanations of B2B search, online communities, competitive bids, and reverse
auctions – and enhanced coverage of the important role of trust. At the same time, coverage of some
7. Improving Decisions with Marketing Research
This chapter deals with topics such as the role of intranets and online access to multimedia data, use of
search engines to gather information from the Internet, and new technologies used in data collection. Big
data provides a natural extension to our traditional coverage of marketing information systems, data
8. Elements of Product Planning for Goods and Services
This chapter emphasizes that a manager must develop a blend of goods and services with the right
features—features that offer real benefits to customers—to create a product offering that builds superior
customer value. The focus is on the integrative nature of product-related strategy decisions, including
9. Product Management and New-Product Development
This chapter gets rave reviews for its clear and interesting coverage of new-product management,
including the discussion of the product life cycle. The PLC discussion encourages students to “forward
integrate” and think about place, promotion, and price topics that are developed in later chapters. This
Overview of the Major Elements of Basic Marketing P.L.U.S.
chapter provides a conceptual organization (and exhibit) that highlights best practices in the new-product
development process and the factors that help a firm avoid new product flops and instead achieve
superior customer value. This chapter also includes total quality management. We have been reading a
lot about innovation so we beefed up coverage of this critical area. There are new sections on: 1) idea
new keyterm: prototype.
10. Place and Development of Channel Systems
This chapter provides up-to-date coverage of the impact that e-commerce and strategic alliances are
having on channel decisions—ranging from the increased use of Internet websites for direct distribution to
the increasing complexity of many indirect channel systems. It makes extensive use of new,
11. Distribution Customer Service and Logistics
A few editions ago this chapter was completely reorganized and rewritten to highlight the changes that
are taking place in supply chains due to cross-firm coordination made possible by new information
technologies. So, the emphasis has been on refining and updating the coverage of how firms are using
12. Retailers, Wholesalers, and Their Strategy Planning
We have a new chapter opening case featuring Macy’s – a retailer leading a renaissance of the
department store. Macy’s use of big data and effective integration of brick-and-mortar and online retailing
fueled its revival. Online retailing continues to evolve – and this section has received major revision
13. Promotion – Introduction to Integrated Marketing Communications
This chapter provides an excellent, contemporary view of integrated marketing communications with
coverage of topics ranging from the new campaigns that use the Internet to stimulate “buzz” among
consumers to customer-initiated communications to approaches for setting the promotion budget. We’ve
14. Personal Selling and Customer Service
The chapter on personal selling includes a learning objective related to decisions about how sales tasks
are performed and the technology support that sales reps need. Customer service is an important
element in marketing, but is given scant treatment in many texts. We show how customer service fits with
other personal selling tasks and why it is so important for customer retention, customer equity, and sales
relationships. A new boxed teaching note describes the use of analytics to match customer service reps
15. Advertising, Publicity, and Sales Promotion
This chapter features the latest up-to-date coverage of topics such as changes in digital advertising,
growth in the use of other creative media, changes in ad agency focus and compensation, and shifts in
trade promotion spending. New examples and illustrations throughout the chapter highlight the evolution
16. Pricing Objectives and Policies
This chapter offers clear, balanced coverage of the many different marketing strategy decisions that
impact the price that customers ultimately pay. New examples and coverage highlight how the Internet
and e-commerce are changing pricing—with special emphasis on topics such as flexible pricing based on
information in customer relationship management databases, use of online auctions, and customer-
17. Price Setting in the Business World
This chapter provides students with integrated coverage of the concepts and tools that they need to
18. Implementing and Controlling Marketing Plans: Evolution and Revolution
This chapter considers how e-commerce and information technologies are radically changing the
relationship between strategy planning and control. It provides unique coverage of analysis tools (like
sales analysis, contribution analysis, performance analysis, and quality analysis) that are central to both
control and CRM. These are tools that students need in today’s data-intensive business environments.
Trends in big data and technology have had a big impact on implementation – especially in the speed of
implementation and adaptation of strategy. The latest changes are reflected in the revised chapter.
19. Managing Marketing's Link with Other Functional Areas
No other marketing text steps up to the challenge of showing students how marketing relates to other
functional areas, with clear discussions of the implications of important topics such as mass
customization, flexible production, human resource planning for high growth strategies, activity-based
analysis of marketing costs, and financial considerations such as the time horizon for earnings and cash-
