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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–