Synopses & Reviews
Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout.
The Second Edition retains many of the pedagogical features that make Foundations of Marketing highly accessible and popular among students. Each chapter begins with a set of learning objectives and anecdotes from a range of organizations. A chapter-ending review sectionorganized by learning objectivesummarizes major topics, and a list of key terms covers essential vocabulary. In addition, Issues for Discussion and Review encourage further exploration of the material, and Marketing Applications exercises enhance students' comprehension of important topics. Online Exercises and practice tests prompt students to apply what they've read.
- New Two new boxed features highlight innovations in entrepreneurship. Marketing Leaders describe companies with creative marketing strategies, such as ArtistShare's production of online music and The Pampered Chef's in-house demonstrations. Marketing Entrepreneurs feature individuals or groups of people who successfully launched their own businesses, like Jo Waldron's initiative to help the hearing impaired and 16-year-old Pankaj Arora's extracurricular web-based technology businesses.
- New Downloadable MP3 files (available at the passkey-protected Online Study Center) include brief chapter summaries and Test Prepper review content for on-the-go studying.
- New Expanded content module offerings are available via Houghton Mifflin Custom Publishing. These modules enhance the concepts covered in the text, and feature hot topics such as ethics, customer relationship management, and sports/events marketing.
- New A new online study guide replaces the traditional print version. Via passkey access, students who purchase new textbooks can choose from a range of study aidsincluding MP3 audio files, Marketing Plan worksheets, and ACE practice testsat the Online Study Center; passkeys are also available for purchase separately.
- New Offered for the first time with Foundations of Marketing, the Eduspace online learning tool pairs the widely recognized resources of Blackboard with quality, text-specific content from Houghton Mifflin. Eduspace makes it easy for instructors to create all or part of a course online. Classroom Response System ("clicker") content, homework exercises, tests, tutorials, and supplemental study materials all come ready-to-use.
- Updated Several Opening Vignettes, which introduce chapter content through a specific organization or current market trend, are new to the SecondEdition. These vignettes explore marketing issues faced by diverse organizations such as Amazon.com, Corvette, Napster, XM satellite radio, and iPod.
- Each chapter ends with a fully integrated Video Case, which illustrates the real-world application of marketing concepts. Examples from companies such as BMW International, Jordan's Furniture, and New Balance make the learning experience more engaging for students.
- Updated Several additional boxed inserts reinforce students' awareness of key marketing issues: E-marketing and Technology, Ethics and Social Issues, Marketing Around the World, and Customer Relationship Management. These boxes examine issues and strategies at companies such as Wal-Mart, Harley-Davidson, and Apple.
- An organizational model at the beginning of each part provides a visual "roadmap" of the text, enabling students to see the connections between chapters.
Synopsis
Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout.
The Second Edition retains many of the pedagogical features that make Foundations of Marketing highly accessible and popular among students. Each chapter begins with a set of learning objectives and anecdotes from a range of organizations. A chapter-ending review section--organized by learning objective--summarizes major topics, and a list of key terms covers essential vocabulary. In addition, Issues for Discussion and Review encourage further exploration of the material, and Marketing Applications exercises enhance students' comprehension of important topics. Online Exercises and practice tests prompt students to apply what they've read.New Two new boxed features highlight innovations in entrepreneurship. Marketing Leaders describe companies with creative marketing strategies, such as ArtistShare's production of online music and The Pampered Chef's in-house demonstrations. Marketing Entrepreneurs feature individuals or groups of people who successfully launched their own businesses, like Jo Waldron's initiative to help the hearing impaired and 16-year-old Pankaj Arora's extracurricular web-based technology businesses.New Downloadable MP3 files (available at the passkey-protected Online Study Center) include briefchapter summaries and Test Prepper review content for on-the-go studying.New Expanded content module offerings are available via Houghton Mifflin Custom Publishing. These modules enhance the concepts covered in the text, and feature hot topics such as ethics, customer relationship management, and sports/events marketing.New A new online study guide replaces the traditional print version. Via passkey access, students who purchase new textbooks can choose from a range of study aids--including MP3 audio files, Marketing Plan worksheets, and ACE practice tests--at the Online Study Center; passkeys are also available for purchase separately.New Offered for the first time with Foundations of Marketing, the Eduspace online learning tool pairs the widely recognized resources of Blackboard with quality, text-specific content from Houghton Mifflin. Eduspace makes it easy for instructors to create all or part of a course online. Classroom Response System (clicker) content, homework exercises, tests, tutorials, and supplemental study materials all come ready-to-use.Updated Several Opening Vignettes, which introduce chapter content through a specific organization or current market trend, are new to the Second Edition. These vignettes explore marketing issues faced by diverse organizations such as Amazon.com, Corvette, Napster, XM satellite radio, and iPod.Each chapter ends with a fully integrated Video Case, which illustrates the real-world application of marketing concepts. Examples from companies such as BMW International, Jordan's Furniture, and New Balance make the learning experience more engaging for students.Updated Several additional boxed inserts reinforce students'awareness of key marketing issues: E-marketing and Technology, Ethics and Social Issues, Marketing Around the World, and Customer Relationship Management. These boxes examine issues and strategies at companies such as Wal-Mart, Harley-Davidson, and Apple.An organizational model at the beginning of each part provides a visual roadmap of the text, enabling students to see the connections between chapters.
Synopsis
Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the Third Edition includes new advertisements, photos, and screen shots throughout the text; GlobalEdge features that pose questions about marketing in a global context and encourage online exploration; and Opening Vignettes that feature engaging companies intended to spark student interest. Foundations of Marketing Online, 3/e, is a multimedia eBook created to meet the needs of interactive learners. The eBook contains the same material as the printed text but is priced at nearly half the standard retail price of the paperback. The six-month eBook passkey subscription includes access to all the online and premium online content available with CL MarketingSPACE.
About the Author
William Pride received his Ph.D. from Louisiana State University in 1972 and is currently professor of marketing at Texas A&M University. His research interests are primarily in the areas of advertising, promotion, and marketing education. His articles appear in a number of academic journals, including Journal of Marketing, Journal of Marketing Research, Journal of Academy Market Science, and Journal of Advertising. He and Dr. Ferrell also edited a special issue on "Teaching the Principles of Marketing Course" for the Journal of Marketing Education (volume 26, number 2, August 2004). In addition, Dr. Pride is the very successful lead author of both a market-leading Introduction to Business text and Principles of Marketing text.Dr. O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management, University of New Mexico. He recently served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and served as chair of the Colorado State University marketing department. Dr. Ferrell has previously taught at the University of Memphis, Texas A&M University, and Illinois State University. He received his Ph.D. in marketing from Louisiana State University. His academic research focuses on ethical decision making, stakeholder relationships, and social responsibility.
Table of Contents
Note: Each chapter concludes with a Chapter Review, Key Concepts, Issues for Discussion and Review, Marketing Applications, and Online Exercise. I. Strategic Marketing and Its Environment 1. Marketing's Role in Business and Society Corvette Honored as Best Sports Car Marketing Defined Understanding the Marketing Concept Marketing Entrepreneurs: Norman Ray Lambert & Family Managing Customer Relationships Value-Driven Marketing Marketing Management The Importance of Marketing in Our Global Economy Marketing Around the World: Procter & Gamble Products Are #1 Around the World Ethics and Social Issues: A Greener Ford? Video Case: Finagle A Bagel 2. Planning Marketing Strategies Sears and Kmart Join Forces to Compete Understanding the Strategic Planning Process Assessing Organizational Resources and Opportunities Marketing Entrepreneurs: Ryan Garman Establishing an Organizational Mission and Goals Developing Corporate, Business-Unit, and Marketing Strategies Creating the Marketing Plan Implementing Marketing Strategies Marketing Around the World: Digital Revolution Forces Kodak to Refocus Its Strategy Marketing Leaders: Cereal-ity Video Case: The Global Expansion of Subway Sandwich Shops 3. The Marketing Environment, Social Responsibility, and Ethics Model Train Companies Collide The Marketing Environment Marketing Entrepreneurs: Jo Waldron Social Responsibility and Ethics in Marketing Ethics and Social Issues: Has Wal-Mart Become Too Powerful? Ethics and Social Issues: Will the Martha Stewart Brand Survive a Legal Scandal? Video Case: Social Responsibility at New Belgium Brewing Company II. Using Technology for Customer Relationships in a Global Environment 4. E-Marketing and Customer Relationship Management Amazon.com Finds Success with Technology and Positive Relationships Marketing on the Internet Marketing Entrepreneurs: Matt Drudge Customer Relationship Management Legal and Ethical Issues in E-Marketing Marketing Around the World: Internet Banking at Ing E-Marketing and Technology: Yellow Freight Manages Customer Relationships with Technology Video Case: 4SURE.com Targets Business Customers 5. Global Markets and International Marketing Foreign Brands Challenge Cola Giants Marketing Entrepreneurs: Tom Monaghan Environmental Forces in International Markets Regional Trade Alliances, Markets, and Agreements International Involvement Customization Versus Globalization of International Marketing Strategies Marketing Around the World: China- The New Economic Powerhouse Marketing Leaders: Aristocrat Angus Video Case: BMW International III. Target Market Selection and Research 6. Marketing Research and Information Systems McDonald's Responds to Changing Customer Desires The Importance of Marketing Research The Marketing Research Process Marketing Entrepreneurs: Marc Ecko Using Technology to Improve Marketing Information Gathering and Analysis Issues in Marketing Research E-Marketing and Technology: Taking a Look-Look at Youth Trends E-Marketing and Technology: Wal-Mart's Data Warehouse Brings Efficiency and Profits Video Case: IRI Provides Marketing Research Data from Multiple Sources 7. Target Markets: Segmentation and Evaluation Nickelodeon Targets Tots, Tweens, and Teens What Is a Market? Target Market Selection Process Developing Sales Forecasts Marketing Entrepreneurs: Tim Keck and Chris Johnson Marketing Leaders: LittleMissMatched Pairs Socks Customer Relationship Management: Targeting Mature Customers Video Case: BuyandHold.com Targets Smaller Investors IV. Customer Behavior 8. Consumer Buying Behavior Buying Cars With a Click at Autotrader.com Level of Involvement and Consumer Problem-Solving Processes Consumer Buying Decision Process Situational Influences on the Buying Decision Process Psychological Influences on the Buying Decision Process Marketing Entrepreneurs: Melissa and Mallory Gollick Social Influences on the Buying Decision Process E-Marketing and Technology: Marketing "Cool" Before the Frenzy Fizzles Customer Relationship Management: Celebrate the Similarities and Differences of Subcultures Video Case: Build-A-Bear Builds Memorable Customer Experiences 9. Business Markets and Buying Behavior Using the 3R's to Drive Product Innovation at 3M Business Markets Dimensions of Marketing to Business Customers Marketing Entrepreneurs: Shazad Mohamed Business Buying Decisions Industrial Classification Systems Marketing Leaders: Brighton Supports Special Marketing for Specialty Retailers E-Marketing and Technology: The Business of Online Auctions Video Case: VIPdesk.com Serves Business Customers V. Product Decisions 10. Product, Branding, and Packaging Concepts Dell Mixes It Up with Customers, Electronics, and More What Is a Product? Classifying Products Product Line and Product Mix Product Life Cycles and Marketing Strategies Product Adoption Process Branding Marketing Entrepreneurs: Elise and Evan MacMillan Packaging Labeling Marketing Around the World: Nokia Is Calling All Game Players Customer Relationship Management: Harley-Davidson Revs Up Brand Equity Video Case: Sony's PlayStation Gets Personal 11. Developing and Managing Goods and Services XM Satellite Radio Tunes in Extra-Special Features Managing Existing Products Developing New Products Product Differentiation Through Quality, Design, and Support Services Product Positioning and Repositioning Product Deletion Managing Services as Products Marketing Entrepreneurs: Ercan Tutal Organizing to Develop and Manage Products Marketing Leaders: Demeter Makes Scents of New Products Customer Relationship Management: General Motors Takes Slow-Selling Products Off the Road Video Case: Cali Cosmetics Offer the Benefits of Olive Oil VI. Pricing Decisions 12. Pricing Fundamentals The New Napster Dances to a Different Tune The Role of Price Price and Nonprice Competition Analysis of Demand Marketing Entrepreneurs: Pankaj Arora Demand, Cost, and Profit Relationships Factors Affecting Pricing Decisions Pricing for Business Markets E-Marketing and Technology: Will the PC Price War Continue? Customer Relationship Management: Universal Fine-Tunes CD Prices Video Case: Low-Fare JetBlue Competes on More Than Price 13. Pricing Management Can General Motors Keep Riding on Rebates? Development of Pricing Objectives Assessment of the Target Market's Evaluation of Price Evaluation of Competitors' Prices Selection of a Basis for Pricing Selection of a Pricing Strategy Marketing Entrepreneurs: Rich Stachowski Determination of a Specific Price Marketing Leaders: Pricing New Music for Profit Customer Relationship Management: Wireless Companies Call Up Competitive Pricing Strategies Video Case: How New Balance Runs Its Pricing Strategy VII. Distribution Decisions 14. Marketing Channels and Supply-Chain Management Grainger Wires the Business Supply Chain Marketing Channels and Supply-Chain Management Marketing Entrepreneurs: Dineh Mohajer Physical Distribution in Supply-Chain Management E-Marketing and Technology: Technology Keeps the Hard Rock Cafe Rocking Marketing Around the World: Oshkosh B'Gosh Changes Course on Transportation Video Case: SmarterKids Uses Smarter Channel Management 15. Retailing, Direct Marketing, and Wholesaling Mercantile Stores Serve Small-Town USA Retailing Marketing Entrepreneurs: Joseph Tantillo Direct Marketing and Direct Selling Wholesaling Marketing Around the World: Gas, Coffee, and Convenience in Thailand Customer Relationship Management: Direct Marketing Keeps Profits Flowing for Dell Video Case: Adventures in Retailing at REI VIII. Promotion Decisions 16. Integrated Marketing Communications Apple's iPod Shines with Promotion What Is Integrated Marketing Communications? The Role of Promotion Promotion and the Communication Process Objectives of Promotion The Promotion Mix Selecting Promotion Mix Elements Marketing Entrepreneurs: Mike Gellman Criticisms and Defenses of Promotion Customer Relationship Management: The Perils of Celebrity Advertising Marketing Leaders: Jones Soda Benefits from Publicity Video Case: Jordan's Furniture 17. Advertising and Public Relations "Livestrong" Wristbands Raise Funds for Cancer Survivors The Nature and Types of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign? Marketing Entrepreneurs: Cathey Finlon Public Relations E-Marketing and Technology: Think Technology Lets You Avoid All Those Commercials? Marketing Leaders: UNC's Monfort College Excels at Public Relations as Malcolm Baldrige Winner Video Case: Vail Resorts Uses Public Relations to Put Out a Fire 18. Personal Selling and Sales Promotion Frequent-Flyer Programs Encourage Customer Loyalty What Is Personal Selling? Marketing Entrepreneurs: Lara Merriken What Is Sales Promotion? Ethics and Social Issues: Responsible Selling Improves Customer Relationships Marketing Leaders: The Pampered Chef Video Case: Selling Bicycles and More at Wheelworks Appendix. Careers in Marketing Changes in the Workplace Career Choices Are Major Life Choices Job Search Activities Planning and Preparation The Resume Types of Marketing Careers