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marketing
EIGHTH EDITION
grewal levy •
mar . ket . ing
Marketing is the activity, set of institutions, and processes
for creating, capturing, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large.
The definition of marketing, established by the American Marketing Association,

October 2007. Word in italics was added by authors.
ii
Marketing
Eighth Edition
Dhruv Grewal, PhD

Babson College
Michael Levy, PhD

Babson College
MARKETING
Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10121. Copyright ©2022 by
McGraw Hill LLC. All rights reserved. Printed in the United States of America. No part of this publication
may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system,
without the prior written consent of McGraw Hill LLC, including, but not limited to, in any network or other
electronic storage or transmission, or broadcast for distance learning.
Some ancillaries, including electronic and print components, may not be available to customers outside the
United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 LWI 24 23 22 21
ISBN 978-1-26059759-2
MHID 1-26059759-8
Cover Images: (background scenery): Getty Images; (water bottle): Shutterstock
All credits appearing on page or at the end of the book are considered to be an extension of the copyright page.
The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website
does not indicate an endorsement by the authors or McGraw Hill LLC, and McGraw Hill LLC does not
guarantee the accuracy of the information presented at these sites.
mheducation.com/highered
To our families for their never-ending support.
To my wife, Diana, my daughter, Lauren, my son-in-law, Chet, and my son, Alex.
—Dhruv Grewal
To my new grandson, Ari Gabe Englander, with lots of love.
—Michael Levy
about the authors
Dhruv Grewal in Pricing (American Marketing Association Retailing & Pricing
SIG); the 2010 Lifetime Achievement Award in Retailing (American
Dhruv Grewal (PhD, Virginia Tech) is Marketing Association Retailing SIG); the 2005 Lifetime Achieve-
the Toyota Chair in Commerce and ment in Behavioral Pricing Award (Fordham University, November
Electronic Business and a Professor 2005); and the Academy of Marketing Science Cutco/Vector
of Marketing at Babson College. His Distinguished Educator Award in May 2010. He is a Distin-
research and teaching interests guished Fellow of the Academy of Marketing Science. He has
focus on direct marketing and e- served as VP Research and Conferences, American Marketing
commerce, marketing research, the Association Academic Council (1999–2001) and as VP Develop-
©Morse Photography broad areas of value-based market- ment for the Academy of Marketing Science (2000–2002). He
ing strategies, services and retailing, was coeditor of Journal of Retailing (2001–2007). He has won
and pricing. He is listed in The World’s Most Influential Scientific a number of awards for his research: 2019 Louis W. Stern
Minds, Thomson Reuters, 2014 (only 8 from the marketing field Award (American Marketing Association Interorganizational Sig);
and 95 from economics and business are listed). He is a GSBE 2019 William R. Davidson Journal of Retailing Best Paper Award
Extramural Fellow, Maasterict University and has been an (for paper published in 2017); 2018 JSR Best Paper Award (for
Honorary Distinguished Visiting Professor of Retailing and paper published in 2017); 2018 William R. Davidson Journal of
Marketing, Tecnologico de Monterrey, a Global Chair in Market- Retailing Best Paper Award (for paper published in 2016); 2017
ing at the University of Bath, an Honorary Distinguished Visiting Journal of Interactive Marketing Best Paper Award (for paper
Professor of Retailing and Marketing, Center for Retailing, published in 2016); 2016 Journal of Marketing Sheth Award;
Stockholm School of Economics, and a Visiting Scholar at 2016 William R. Davidson Journal of Retailing Best Paper
Dartmouth. He has also served as a faculty member at the Award (for paper published in 2014); 2015 Louis W. Stern Award
University of Miami, where he also was a department chair. (American Marketing Association Interorganizational SIG);
Professor Grewal was ranked first in the marketing field in Babson College Faculty Scholarship Award (2015); William R.
terms of publications in the top six marketing journals during the Davidson Journal of Retailing Best Paper Award 2012 (for paper
1991–1998 period and again for the 2000–2007 period and published in 2010); 2011 Best Paper Award (La Londe Confer-
ranked third in terms of publications in the Journal of Marketing ence for Marketing Communications and Consumer Behavior);
and the Journal of Marketing Research during the 2010–2019 2011 Louis W. Stern Award (American Marketing Association
period. He was also ranked first in terms of publications and third Interorganizational SIG); William R. D avidson Journal of Retail-
in citations for pricing research for the time period 1980–2010 in ing Honorable Mention Award 2011 (for paper published in
20 marketing and business publications. He has published over 2009); Babson College Faculty Scholarship Award (2010);
170 journal articles in Journal of Marketing, Journal of Consumer William R. Davidson Journal of Retailing Best Paper Award 2010
Research, Journal of Marketing Research, Journal of Retailing, (for paper published in 2008); William R. Davidson Journal of
Journal of Consumer Psychology, Journal of Applied Psychology, Retailing Honorable Mention Award 2010 (for paper published
and Journal of the Academy of Marketing Science as well as in 2008); 2017 Best Paper Award, Connecting for Good Track,
many other journals. He has over 60,000 citations based on Winter AMA Conference; Stanley C. Hollander Best Retailing
Google Scholar. He currently serves on numerous editorial re- Paper, Academy of Marketing Science Conference 2002, 2008,
view boards, such as Journal of Marketing (area editor), Journal and 2016; M. Wayne DeLozier Best Conference Paper, Academy
of the Academy of Marketing Science (area editor), Journal of of Marketing Science 2002 and 2008; Best Paper, CB Track,
Marketing Research (associate editor), Journal of Interactive Winter AMA 2009; Best Paper, Technology & e-Business Track,
Marketing, Journal of Business Research, and Journal of Public AMA Summer 2007; Best Paper Award, Pricing Track, Best
Policy & Marketing, and the advisory board for Journal of Retail- Services Paper Award (2002), from the American Marketing
ing. He has also served on the boards of Journal of Consumer Association Services SIG presented at the Service Frontier Con-
Psychology, Academy of Marketing Science Review, and Journal ference, October 2003; Winter American Marketing Associa-
of World Business. He also received Best Reviewer Awards tion Conference 2001; Best Paper Award, Technology Track,
(Journal of Retailing 2008, Journal of Marketing 2014), Outstand- Summer American Marketing Association Educators’ Conference
ing Area Editor (Journal of Marketing 2017, Journal of the Acad- 2000; and University of Miami School of Business Research
emy of Marketing Science 2016), and a Distinguished Service Excellence Award for 1991, 1995, 1996, and 1998. He has also
Award (Journal of Retailing 2009). been a finalist for the 2018 Journal of Marketing R
esearch Paul
Professor Grewal was awarded the 2017 Robert B. Clarke Green Award; 2018 Journal of Marketing, the Marketing Science
Outstanding Educator Award (Marketing Edge, formerly DMEF); Institute/H. Paul Root Award; 2014 Journal of Marketing Harold
2013 university-wide Distinguished Graduate Alumnus from his H. Maynard Award; 2012 Paul D. Converse Award; and 2005
alma mater Virginia Tech; the 2012 Lifetime Achievement Award Best Services Paper Award from the Services SIG.
vii
viii about the authors
Professor Grewal has coedited a number of special issues Michael Levy

including Journal of Public Policy & Marketing, “Pricing & Public
Policy” (Spring 1999); Journal of the Academy of Marketing Michael Levy, PhD (Ohio State Univer-
Science, “Serving Customers and Consumers Effectively in the sity), is the Charles Clarke Reynolds
21st Century: Emerging Issues and Solutions” (Winter 2000); Professor of Marketing Emeritus at
Journal of Retailing, “Creating and Delivering Value through Babson College and CEO of RetailProf
Supply-Chain Management” (2000); Journal of Retailing, “Brand- LLC. He received his PhD in business
ing and Customer Loyalty” (2004); Journal of Retailing, “Service administration from The Ohio State
Excellence” (2007); Journal of Retailing, “Customer Experience University and his undergraduate and
Management” (2009); Journal of Retailing, “Pricing in a Global Zackary Jormon MS degrees in business administration
Arena” (2012); Journal of Retailing, “Future of Retailing,” (2017); from the University of Colorado at
and Journal of the Academy of Marketing Science, “The Future Boulder. He taught at Southern Methodist University before join-
of Technology in Marketing” (2020). ing the faculty as professor and chair of the marketing depart-
He cochaired the 1993 Academy of Marketing Science ment at the University of Miami.
Conference; the 1998 Winter American Marketing Association Professor Levy received the inaugural ACRA Academic Life-
Conference “Reflections & Future Directions for Marketing”; the time Achievement Award presented at the 2015 AMA/ACRA
Marketing Science Institute Conference (December 1998) “Serv- (American Marketing Association/American Collegiate Retailing
ing Customers and Consumers Effectively in the 21st Century: Association) Triennial Conference and was recognized for
Emerging Issues and Solutions”; the 2001 AMA doctoral consor- 25 years of dedicated service to the editorial review board of
tium; the American Marketing Association 2006 Summer Educa- the Journal of Retailing in 2011. He won the McGraw-Hill Corpo-
tor’s Conference; the 2008 Customer Experience Management rate Achievement Award for Grewal–Levy Marketing 2e with
Conference; the 2010 Pricing Conference; the 2011 DMEF re- Connect in the category of excellence in content and analytics
search summit; the 2012 AMA/ACRA First Triennial Retailing (2010); Revision of the Year for Marketing 2e (Grewal–Levy)
Conference; the 2013 Pricing & Retailing Conferences; the 2014 from McGraw-Hill/Irwin (2010); the 2009 Lifetime Achievement
Shopper Marketing conference at SSE; and the 2015 AMA/ Award, American Marketing Association, Retailing Special
ACRA Second Triennial Retailing Conference. Interest Group (SIG); the Babson Faculty Scholarship Award
Professor Grewal has also coauthored Marketing (pub- (2009); and the Distinguished Service Award, Journal of Retail-
lisher McGraw-Hill, 1e 2008; 2e 2010—Awarded Revision of the ing (2009) (at winter AMA).
Year, McGraw-Hill Corporate Achievement Award with Connect- He was rated as one of the best researchers in marketing
Marketing in the category of Content and Analytical Excellence; in a survey published in Marketing Educator (Summer 1997).
3e 2012; 4e 2014; 5e 2016; 6e 2018, 7e 2020); M Series: Mar- He has developed a strong stream of research in retailing,
keting (publisher McGraw-Hill, 1e 2009, 2e 2011, 3e 2013, 4e business logistics, financial retailing strategy, pricing, and sales
2015, 5e 2017, 6e 2019, 7e 2021); Retailing Management (pub- management. He has published over 50 articles in leading
lisher McGraw-Hill, 9e 2014, 10e 2018—is the leading textbook marketing and logistics journals, including the Journal of Re-
in the field); and Marketing Research (publisher Houghton tailing, Journal of Marketing, Journal of the Academy of Mar-
Mifflin Co., 1e 2004, 2e 2007). He was ranked #86 for Books in keting Science, and Journal of Marketing Research. He has
Business and Investing by Amazon in 2013. served on the editorial review boards of the Journal of Retail-
Professor Grewal has won many awards for his teaching: ing, Journal of the Academy of Marketing Science, Interna-
2005 Sherwin-Williams Distinguished Teaching Award, Society tional Journal of Physical Distribution and Materials
for Marketing Advances; 2003 American Marketing Associa- Management, International Journal of Business Logistics, ECR
tion, Award for Innovative Excellence in Marketing Education; Journal, and European Business Review and has been on the
1999 Academy of Marketing Science Great Teachers in Market- editorial advisory boards of European Retail Research and
ing Award; Executive MBA Teaching Excellence Award (1998); the European Business Review. He is coauthor of Retailing
School of Business Teaching Excellence Awards (1993, 1999); Management, 10e (2019), the best-selling college-level retailing
and Virginia Tech Certificate of Recognition for Outstanding text in the world. Professor Levy was coeditor of the Journal
Teaching (1989). of Retailing from 2001 to 2007. He cochaired the 1993 Acad-
He has taught executive seminars/courses and/or worked emy of Marketing Science conference and the 2006 summer
on research projects with numerous firms such as Dell, Exxon- AMA conference.
Mobil, IRI, RadioShack, Telcordia, Khimetrics Profit-Logic, McKinsey, Professor Levy has worked in retailing and related disci-
Ericsson, Motorola, Nextel, FP&L, Lucent, Sabre, Goodyear Tire plines throughout his professional life. Prior to his academic ca-
& Rubber Company, Sherwin-Williams, and Asahi. He has deliv- reer, he worked for several retailers and a housewares
ered seminars in the United States, Europe, Latin America, and distributor in C olorado. He has performed research projects
Asia and has served as an expert witness or worked as a con- with many retailers and retail technology firms, including Accen-
sultant on numerous legal cases. Professor Grewal has also ture, Federated Department Stores, Khimetrics (SAP), Mervyn’s,
served on the Board of Directors of Babson Global and on the Neiman Marcus, ProfitLogic (Oracle), Zale Corporation, and nu-
Board of Trustees of Marketing Edge. merous law firms.
New to the Eighth Edition
Some exciting new additions
to the Eighth Edition!
The eighth edition of Marketing sees significant changes. As always, every example, fact, and
key term has been checked, updated, and/or replaced. What follows are major changes in the
text, chapter by chapter.
Chapter 1: Overview of Marketing starts with a discussion of the rising popularity of reus-
able water bottles and how brands such as Hydroflask are marketing their products, with
an eye toward how these brands have evolved and how the marketing of them adds value.
Examples using these reusable water bottles are placed throughout the chapter. There is
a new Adding Value box on the launch of a lipstick by Hermès, a famous maker of luxury
bags. Also new is a Marketing Analytics box describing how Hertz is using biometrics to
facilitate its car rental service, a new Social & Mobile Marketing box about how individ-
ual people are marketing themselves on TikTok, and a new Ethical & Societal Dilemma
box highlighting concerns with Starbucks’s single-use plastic cups. We conclude the
chapter with a case study discussing the marketing strategies used in the reusable water
bottle industry.
Chapter 2: Developing Marketing Strategies and a Marketing Plan includes several revisions,
including updates to the PepsiCo opener and the PepsiCo examples mentioned throughout
the chapter. There are two new Adding Value boxes highlighting how Apple has leveraged
opportunities in the external environment with Apple iPhone SE and how Old Spice is re
positioning itself to appeal to a wider audience. A Social & Mobile Marketing box highlights
how Wayfair is leveraging high-tech tools to connect with consumers. A new Ethical & Soci-
etal Dilemma box examines how Pepsi’s marketing strategy is responding to the changing
water consumption habits discussed in Chapter 1. A new Marketing Analytics box details
how eye-tracking technology can help brands optimize their mobile marketing strategies. We
have also updated the coffee wars case at the end of the chapter.
Chapter 3: Digital Marketing: Online, Social, and Mobile has seen a line-by-line revision to
reflect the rapid changes in digital marketing. We have added a new section on influencer
marketing that examines the central factors used in picking an influencer partner. This sec-
tion introduces the 4R framework for influencer marketing: relevance, reach, responses, and
return. The chapter starts by highlighting how Hilton Hotels successfully uses social listen-
ing to inform its social media campaigns. There is a new Marketing Analytics box discussing
how some algorithms used by Facebook to place ads have produced unintended conse-
quences. Finally, a new Adding Value box details Facebook’s introduction of the Portal, a
Facebook-branded device to support video chat.
Chapter 4: Conscious Marketing, Corporate Social Responsibility, and Ethics begins with a
discussion of how companies in the clothing resale business, such as thredUP, highlight the
sustainability of buying secondhand clothing in their marketing. There is a new Adding
Value box about Aerie’s marketing campaign featuring real women, including those with
disabilities or living with challenging medical conditions. A new Social & Mobile Marketing
box describes how Facebook collects and uses people’s personal information and how
many people are not aware of how much data Facebook has gathered from them. A new
Ethical & Societal Dilemma box describes how Google is grappling with the privacy and
safety of its young users on YouTube and YouTube Kids. A new Marketing Analytics box
ix
analyzes China’s proposed Social Credit System to track citizens’ behaviors, habits, connec-
tions, and comments.
Chapter 5: Analyzing the Marketing Environment opens with an account of how iRobot an-
ticipates consumer preferences in order to develop products that will satisfy customers’ de-
mands. A new Adding Value box highlights CVS’s efforts to showcase realistic beauty in its
stores and advertisements. A new Ethical & Societal Dilemma box describes the emerging
market for sustainable swimwear as consumers become more conscious of water pollution.
There is also a new Marketing Analytics box about how Coca-Cola uses its high-tech vending
machines to allow consumers to mix their own custom beverages.
Chapter 6: Consumer Behavior has a new opener about Sunbasket, a meal delivery kit, and
how it designs its products to appeal to different aspects of consumer behavior. A new Mar-
keting Analytics box explains how Amazon uses customer data and consumer behavior
concepts to promote individualized ads. There are two new Ethical & Societal Dilemma
boxes: One box discusses how fashion lines have created clothing and accessories that ap-
peal to people’s political persuasions. The other box considers the ethics of free games that
offer in-game purchases.
Chapter 7: Business-to-Business Marketing starts with a discussion of Mastercard Track, its
new B2B payment system. A new Ethical & Societal Dilemma box discusses the many
outsourcing firms that provide workers to companies around the world. A new Social &
Mobile Marketing box examines the advertising needs of direct-to-consumer companies.
There is also a new Adding Value box that describes how Wistia has developed a video
hosting platform that fits the needs of businesses who wish to promote their content in a
business-friendly environment. Finally, a new case details how Alibaba is expanding its
successful B2B platform.
Chapter 8: Global Marketing has a new opener highlighting how Airbnb views global mar-
keting from a local lens to make travelers feel at home wherever they are. There are four
new Adding Value boxes: One describes the targeted products that McDonald’s offers in
different markets around the world. The second considers the increase of luxury sales in
airports across the globe. The third is about how companies use International Women’s
Day as inspiration for their marketing campaigns. Finally, the fourth Adding Value box
details Domino’s digital and physical expansion. The chapter also includes two new Ethical
& Societal Dilemma boxes, one about pollution associated with the increased use of dispos-
able sanitary products in India and one about the backlash Dolce & Gabbana faced after
releasing potentially offensive ads in China. The chapter concludes with a case study on
how KFC has grown its brand internationally to become “the world’s most popular chicken
restaurant chain.”
Chapter 9: Segmentation, Targeting, and Positioning opens with how restaurants have posi-
tioned their new plant-based meat offerings to appeal to a wide range of customers. A new
Ethical & Societal Dilemma box considers the fate of African American–owned businesses
that target African American customers once they are sold to large conglomerates. There is
a new Social & Mobile Marketing box about the lifestyle magazine published by Outdoor
Voices in order to reach customers to whom its branding appeals. A new Marketing Anal
ytics box describes how data collected by an app-linked thermometer could be used by
brands to geographically target ads for products like cold medicine and disinfectant wipes.
A new Adding Value box examines how Patagonia, in order to protect its brand’s image and
strengthen its appeal to its target market, refuses to personalize merchandise sold to certain
companies. Another new Adding Value box highlights how JCPenney is reorganizing stores
to promote exclusive fashion brands for older consumers and eliminate or scale back pur-
chases of Millennial-centric brands. Finally, a new case dissects the marketing segments
P&G considers when marketing its extensive product lines.
Chapter 10: Marketing Research and Analytics has undergone major revisions and has a new
title reflecting the additions. The chapter includes an extensive new section on big data that
includes a discussion of the 5 Vs of big data (volume, variety, velocity, veracity, and value).
x
The second new section on marketing analytics includes a discussion of the different tools
that can be used in the execution of marketing research. The chapter opens with a discussion
of how Netflix uses data collected from customers to provide personalized recommenda-
tions and develop its own content. There is a new Marketing Analytics box that discusses
Amazon’s Prime Day promotion that essentially allows customers to trade access to their
personal information for a discount. There is a new Adding Value about how Booking.com
leveraged marketing research data to determine that its customers are interested in unique
accommodations across the United States. Finally, the chapter ends with an updated case
describing how the YMCA has used data gleaned from extensive market research to expand
its offerings and attract more members.
Chapter 11: Product, Branding, and Packaging Decisions begins with a new opener on
Dunkin Donuts’ branding transition to Dunkin’. There are two new Adding Value boxes:
The first highlights Weight Watchers’ rebrand, and the second considers the expensive—yet
whimsical—luxury watches produced by the JS Watch Company. There is also a new Social
& Mobile Marketing box about how jingles can confer authenticity on a brand. A new case
on Chobani’s recent rebranding campaign concludes the chapter.
Chapter 12: Developing New Products begins with the story of the development of Panera’s
new grain bowls and other healthy (or healthy-seeming) options. There are three new Add-
ing Value boxes: One describes how Bose introduced its sunglass speakers at the Coachella
Music Festival. The second examines how streaming services are entering into the podcast
market. The third considers how companies are developing ways to enhance the capabilities
of wearables, from determining the customer’s heart rhythm to analyzing their sweat. A new
Social & Mobile Marketing box discusses the head-to-head battle between Fortnite and Call
of Duty. Finally, a new case details how Dyson develops its innovative vacuums and vacuum-
adjacent products.
Chapter 13: Services: The Intangible Product includes an opening vignette that describes
how Apple uses its Apple Pay service to enhance the experience of using Apple products. A
new Ethical & Societal Dilemma box ponders the ethics of a service that provides customers
with an assessment of potential babysitters based on a proprietary analysis of their social
media posts. A new Adding Value box outlines how the mattress brand Casper created a new
service it calls The Dreamery to expose potential consumers to its products. There is a new
Marketing Analytics box highlighting how Aldi addresses customers’ needs by maintaining
low prices while expanding convenience with its home delivery and curbside pickup services.
A new Social & Mobile Marketing box explores how doctors seek novel ways to shrink the
delivery gap, by turning to telemedicine. A new case at the end of the chapter describes how
GrubHub has worked to expand and refine its food delivery service.
Chapter 14: Pricing Concepts for Capturing Value starts with a new opener that describes the
pricing strategies of The New York Times in the age of declining print newspaper sales. A new
Adding Value box discusses Nissan’s fleet sales strategy. Another new Adding Value box
examines the pricing strategy of Air France. A new case highlights the success of T-Mobile’s
“Un-Carrier” marketing campaign.
Chapter 15: Strategic Pricing Methods and Tactics begins with a breakdown of how Disney’s
pricing methods help optimize both profits and park attendance. There are two new Ethical &
Societal Dilemma boxes: one about Target’s dynamic in-app pricing based on location and
one about how prescription drug ads are beginning to include price in them. The case study
at the end of the chapter about the pricing strategies of various pizza chain restaurants has
undergone extensive revisions.
Chapter 16: Supply Chain and Channel Management opens with a new vignette highlight-
ing Nestlé’s supply chain. There are three new Adding Value boxes: The first discusses
how Fanatics adopted a rapid production model to get sports apparel to customers
quickly, while the second examines supply chain disruptions in the global economy and
macroenvironment from the COVID-19 pandemic. The third explores where robots are
succeeding and failing in warehouses. A new Ethical & Societal Dilemma box describes
xi
the methods Amazon uses to monitor its delivery employees. A new case study dis-
cusses the burgeoning market of grocery delivery services.
Chapter 17: Retailing and Omnichannel Marketing begins with a discussion of the group
purchasing organization recently formed by Walgreens and Kroger. A new Adding Value
box describes how grocery stores are enhancing their stores by including features such
as event spaces and added services. A new Ethical & Societal Dilemma box considers the
ethics of tracking customers’ movements through their phones. Another new Ethical &
Societal Dilemma box discusses the rise in automated stores including Amazon Go, Bingo
Box, and Hema. A new Social & Mobile Marketing box explores the rising prominence of
mobile and contactless grocery channels.
Chapter 18: Integrated Marketing Communications opens with a description of how BMW
designed an integrated marketing campaign based around the concept of a road trip. A new
Social & Mobile Marketing box highlights how Snapchat is allowing firms to purchase tar-
geted advertisements. There are three new Adding Value boxes: One discusses how Aflac
uses a country music campaign to increase awareness of its services. The second highlights
how podcasts are becoming more interactive through in-home voice assistants. The third
describes DoorDash’s marketing campaign.
Chapter 19: Advertising, Public Relations, and Sales Promotions begins with a new opener
on Smucker’s new advertising strategy. A new Adding Value box features Arby’s record-
breaking advertisement. There are three new Ethical & Societal Dilemma boxes: one that
discusses the controversy surrounding South Dakota’s Meth Awareness ad campaign; the
second one examines how some old advertising campaigns would shock today’s viewers, like
the one that attempts to get mothers to give chewing gum to their toddlers; and the third one
considers whether the claims Chevy makes in its commercials are false or just puffery. The
chapter concludes with a new case highlighting the remarkably lucrative partnership be-
tween Lexus and Marvel’s Black Panther.
Chapter 20: Personal Selling and Sales Management includes several new features and up-
dates. The section on the personal selling process has been revised and enhanced to include
the technology available to support the personal selling process at each step. The chapter
opens with a new vignette about how State Farm uses technology to support its personal
selling strategies. A new Adding Value box highlights the lessons that can be learned from
the television show Shark Tank. Another new Adding Value box highlights LinkedIn’s cam-
paign to become a tool that sellers can use to market themselves and their businesses. A new
Social & Mobile Marketing box discusses how WhatsApp is altering sales practices in India.
There is also a new Ethical & Societal Dilemma box that considers the ethics of multilevel
marketing sales.
xii
a letter from the authors
We are pleased to welcome you to the eighth edition of Marketing! Since the
first edition, we have been committed to emphasizing a basic yet essential
theme: Marketing adds value. This theme comes through not only in our
instructional features but also in our covers. With each edition’s cover,
we have featured a product that, because of marketing, has become more
valuable in the eyes of consumers than it might have otherwise become.
Last edition we featured energy bars; in previous editions we featured
chocolate, coffee, water, and jeans. For this eighth edition, we feature
fashionable yet environmentally friendly water bottles. These are all familiar
products that started out as commodities but became high-value branded
products because of marketing.
This is an exciting time to study marketing! Marketing continues to
change and evolve, featuring new innovative products and services as well
as employing new methods and channels by which we understand and reach
customers. Marketing, 8e reflects this evolution with substantive revisions,
new sections, and new models throughout. Here are just a few of our
favorite updates: In Chapter 3, Digital Marketing: Online, Social and Mobile,
we have added a new section titled “Influencer Marketing” that tackles
the factors used in picking an influencer partner. Chapter 10, now titled
“Marketing Research and Analytics,” contains a new section on big data that
is organized around 5 Vs (volume, variety, velocity, veracity, and value). The
other new section examines the tools that are used in marketing analytics.
Chapter 20, “Personal Selling and Sales Management,” has a significantly
revised section, “The Personal Selling Process,” that includes the technology
that supports the selling process at each step. In addition, 90 percent of the
chapter openers are new, 70 percent of the informational boxes are new,
50 percent of the end-of-chapter cases are new, and the rest of the cases
have been updated.
How We Show That Marketing

Adds Value
As with previous editions of Marketing, we continue to emphasize how marketing has
evolved into its present-day, integral business function of creating value. We also focus on
how firms maintain value and rely on value for establishing lasting relationships with their
customers.
To keep students engaged with this theme, we offer the following features:
•
Adding Value—illustrate how companies add value not only in providing products
and services but also in making contributions to society.
xiii
•
Ethical & Societal Dilemmas—emphasize the role of marketing in society.
•
Marketing Analytics—feature companies that rely on sophisticated data
analytics to define and refine their approaches to their customers and their markets.
•
Marketing Digitally—illustrate how marketers successfully use digital media in
their marketing campaigns and efforts.
•
Social & Mobile Marketing—discuss how social media are used in marketing
products.
How We Teach the Basics of Marketing

We understand that for students to appreciate discussions of how marketing adds value, they
must first develop a basic understanding of key marketing principles and core concepts. In this
effort, we believe students learn best when they see how a subject relates to them. Throughout
this edition and all those prior, we provide numerous examples of how students engage in mar-
keting activities every day of their lives—either as consumers or sellers of a product or service.
In addition to providing the traditional study and reinforcement tools of most principles of
marketing products, we also offer ways to help students think critically about and apply core
concepts:
Chapter-Opening Vignettes focus on some of the marketplace challenges

faced by such well-known companies as Hydro Flask, Hilton, Roomba, Kroger, PepsiCo, and
others.
Marketing Applications encourage students to apply what they have learned to

marketing scenarios that are relevant to their lives.
End-of-Chapter Cases help students develop analytical, critical-thinking, and tech-

nology skills.
Progress Checks throughout each chapter give students the opportunity to stop and
consider whether their understanding of key concepts is progressing as it should.
Auto-Graded Exercises in Connect (such as video cases, case analyses,

and click and drags) challenge students to apply marketing concepts to real-life marketing
scenarios, which fosters their critical-thinking skills in lecture and beyond.
xiv
Why We Believe in the Value
of Marketing
Beyond teaching a principles of marketing course and developing a product to be taught, we
also want to impress upon our students why marketing in and of itself is valuable. Marketing
creates enduring and mutually valuable relationships between companies and their consumers.
Marketing identifies what customers value at the local level in order to make it possible for
firms to expand at the global level. Without marketing, it would be difficult for any of us to learn
about new products and services. In fact, an understanding of marketing can help students find
jobs after they finish school. If we can inspire this understanding of the value of marketing in
our students, then we will have succeeded in demonstrating how marketing adds value . . . to
their education, their careers, and their lives.
Dhruv Grewal,
Babson College
Michael Levy,
Babson College
xv
Instructors: Student Success Starts with You
Tools to enhance your unique voice
Want to build your own course? No problem. Prefer to use our turnkey,
prebuilt course? Easy. Want to make changes throughout the semester?
65%
Less Time
Sure. And you’ll save time with Connect’s auto-grading too.
Grading
Study made personal

Incorporate adaptive study resources like
SmartBook® 2.0 into your course and help your
students be better prepared in less time. Learn
more about the powerful personalized learning
experience available in SmartBook 2.0 at
www.mheducation.com/highered/connect/smartbook
Laptop: McGraw Hill; Woman/dog: George Doyle/Getty Images
Affordable solutions, Solutions for

added value your challenges
Make technology work for you with A product isn’t a solution. Real
LMS integration for single sign-on access, solutions are affordable, reliable,
mobile access to the digital textbook, and come with training and
and reports to quickly show you how ongoing support when you need
each of your students is doing. And with it and how you want it. Visit www.
our Inclusive Access program you can supportateverystep.com for videos
provide all these tools at a discount to and resources both you and your
your students. Ask your McGraw Hill students can use throughout the
representative for more information. semester.
Padlock: Jobalou/Getty Images Checkmark: Jobalou/Getty Images

Students: Get Learning that Fits You
Effective tools for efficient studying
Connect is designed to make you more productive with simple, flexible, intuitive tools that maximize
your study time and meet your individual learning needs. Get learning that works for you with Connect.
Study anytime, anywhere “I really liked this

Download the free ReadAnywhere app and access your app—it made it easy
online eBook or SmartBook 2.0 assignments when it’s to study when you
convenient, even if you’re offline. And since the app don't have your text-
automatically syncs with your eBook and SmartBook 2.0
assignments in Connect, all of your work is available book in front of you.”
every time you open it. Find out more at
www.mheducation.com/readanywhere - Jordan Cunningham,
Eastern Washington University
Everything you need in one place

Your Connect course has everything you need—whether reading on
your digital eBook or completing assignments for class, Connect makes
it easy to get your work done.
Calendar: owattaphotos/Getty Images
Learning for everyone

McGraw Hill works directly with Accessibility Services
Departments and faculty to meet the learning needs
of all students. Please contact your Accessibility
Services Office and ask them to email
accessibility@mheducation.com, or visit
www.mheducation.com/about/accessibility
for more information.
Top: Jenner Images/Getty Images, Left: Hero Images/Getty Images, Right: Hero Images/Getty Images
Asset Alignment with
Bloom’s Taxonomy
Principles of Marketing
We Take Students Higher

As a learning science company, we create content that supports higher order thinking skills.
Within McGraw Hill Connect®, we tag content accordingly so you can filter your search, assign it, and receive
reporting on it. These content asset types can be associated with one or more levels of Bloom’s.
The chart below shows a few of the key assignable marketing assets with Connect aligned with Bloom’s
Taxonomy. Take your students higher by assigning a variety of applications, moving them from simple
memorization to concept application.
Video Cases/Case
Analytics Toolkits
Assignment Plus
Based Activities
SmartBook® 2.0
Marketing Plan
Prep Exercises
Click & Drags
Video Cases
Application-
Marketing
Analyses
Writing
iSeeit!
✓
Thinking Skills
Higher Order
CREATE
EVALUATE
✓ ✓
ANALYZE
✓ ✓ ✓ ✓ ✓
APPLY
✓ ✓ ✓ ✓ ✓ ✓ ✓
UNDERSTAND
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Thinking Skills
Lower Order
REMEMBER
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
SmartBook 2.0
Smartbook 2.0 personalizes learning to individual student needs; continually adapting to pinpoint knowledge
gaps and focus learning on concepts requiring additional study.
Click & Drags

These activities help make the connection between theory and application through matching, ranking, or
grouping activities.
iSeeit! Video Cases

Short, contemporary videos provide engaging, animated introductions to key course concepts. Available at the
topic level. Perfect for launching lectures and assigning as pre- or post-lecture.
Video Cases & Case Analyses

Video cases and case analyses, featuring real companies, are assignable with corresponding comprehension
questions that help students analyze and apply key marketing concepts.
Marketing Analytics Toolkits

These auto-graded, marketing analytics activities challenge students to make decisions using metrics commonly
seen across marketing professions. The goal of these activities is to give students practice analyzing and using
marketing data to make decisions.
Markeing Plan Prep Exercises

These exercises use guided activities and examples to help students understand and differentiate the various
elements of a marketing plan.
Application-Based Activities
Highly interactive, application-based activities immerse students in real-world business environments. Placed
in the role of a Marketing Manager or business professional, students are challenged to make data-informed
decisions and apply multiple concepts while seeing the impact of their decisions immediately.
Writing Assignment Plus

Writing Assignment Plus delivers a learning experience that helps students improve their written communication
skills and conceptual understanding. Faculty can assign, monitor, grade, and provide feedback on writing
projects efficiently. Built-in grammar and writing review helps students improve writing quality while an
originality check helps students correct potential plagiarism before submission. End result? Improved workplace
skills of writing and critical thinking.
acknowledgments
Throughout the development of this text, several outstanding individuals were integrally
involved and made substantial contributions. First, we thank Elisabeth Nevins and Hannah
Fox for their important assistance in doing research for the book, writing examples, and
preparing the manuscript for publication. Our McGraw Hill editorial and production staff
also deserve recognition for their patient and professional support: notably executive port-
folio manager Meredith Fossel; the support, expertise, and occasional coercion from our
product developer, Kelsey Darin; with an eye to detail, lead content project manager
Christine Vaughan; our bridge to corporate intellectual property experts, content licensing
specialist Jacob Sullivan; senior designer Matt Diamond, who always makes our books
look great; executive marketing manager Nicole Young, who helps present our best face
forward to our adopters; our ever-diligent copyeditor, Sharon O’Donnell; our proofreader,
Karin Kipp; our eye-to-the-aesthetic and pedogogy photo editor, David Tietz; and Kelly
Luchtman at Lightfellow for her expertly produced videos.
Ancillary materials have become increasingly more integral to the success of any class-
room experience. We are privileged to have had a superb team working with us on 8e:
Kathleen Gruben (Instructor’s Manual); Leroy Robinson (Connect Exercises); Lois Olson
(SmartBook 2.0 review); Holt Wilson, Central Michigan University (input on Chapter 14);
and Ruth Gilleran, Babson College (input on Chapter 3).
Our colleagues in industry have been invaluable in providing us with case, video,
advertising, and photo materials.
Over the years, we have had the opportunity to work with many talented and insight-
ful colleagues. We have benefited from our research and discussions with them. Some of
these colleagues are Anne L. Roggeveen, Victoria Crittenden, Anjali Bal, Lauren
S. Beitelspacher, Krista Hill, Rajendra Sisodia, Bala Iyer, and Ruth Gilleran (Babson
College); Ruth Bolton, Steve Brown, and Terry Bristol (Arizona State University);
Ramon Avila (Ball State University); Joan Lindsey-Mullikin and Norm Borin (Cal Poly,
San Luis Obispo); Larry D. Compeau (Clarkson University); Don Lehmann and Keith
L. Wilcox (Columbia); Praveen Kopalle, Scott Neslin, and Kusum Ailawadi (Dartmouth);
Rajneesh Suri (Drexel); Rajesh Chandrashekaran (Fairleigh Dickinson University);
Gopal Iyer and Tamara Mangleburg (Florida Atlantic University); Anthony Miyazaki
and Walfried Lassar (Florida International University); Martin Mende and Maura Scott
(Florida State University), Hooman Estelami (Fordham University); Anuj Mehrotra
(George Washington University); Ronnie Goodstein (Georgetown); V. Kumar (Indian
School of Business); Scott Motyka (KGI); Ko de Ruyter (King’s College) K. Sivakumar
(Lehigh University); Francisco Villarroel Ordenes (Luiss University) Martin Wetzels and
Dominik Mahr (Maastricht University); Yu Ma (McGill University); Maria Elena
Vazquez Lira (Monterrey Tec); Douglas M. Lambert and Walter Zinn (Ohio State Uni-
versity); Wagner Kamakura (Rice); Thomas Rudolph (St. Gallen University); Zhen Zhu
(Suffolk University); Venkatesh Shankar and Manjit Yadav (Texas A&M); Julie Baker,
Mark Houston, and William Cron (Texas Christian University); Rodney C. Runyan
(Texas State University); Kristy Reynolds (University of Alabama); Merrie Brucks and
Ajith Kumar (University of Arizona); Dinesh Gauri (University of Arkansas); Jens
Nordfält and Nancy M. Puccinelli (University of Bath); David Hardesty (University of
Kentucky); Arun Sharma, A. Parasuraman, R. Krishnan, Howard Marmorstein, and Michael
Tsiros (University of Miami); Cheryl Nakata (University of North Carolina--Greensboro)
A. C. Samli (University of North Florida); Monika Kukar Kinney and Kent Monroe
(University of Richmond); Abhijit Guha (University of South Carolina); Valerie Folkes
(University of Southern California); Stephanie Noble (University of Tennessee); Robert
Peterson (University of Texas at Austin); Carolyn Costley (University of Waikato);
xx
acknowledgments xxi
Rob Palmatier (University of Washington); Abhijit Biswas and Sujay Dutta (Wayne State
University); and M. Joseph Sirgy (Virginia Tech).
We would like to thank the following instructors for providing feedback to shape the
eighth edition. A special thank-you to:
Ajay T. Abraham Jacqueline Kuehl Philip Trocchia

Seattle University DePaul University University of South Florida
Kenyatta N. Barber Sampath Kumar Jefrey R. Woodall
University of Wisconsin--Whitewater University of Wisconsin--Green Bay York College of Pennsylvania
Marlene Deatherage Harini Mittal Harold Wright
Central Michigan University Bronx Community College University of Alabama
Thomas Gruen Mary Judene Nance Gema Vinuales
University of New Hampshire Pittsburg State University San Jose State University
Stephen He Courtney Pham Mark Young
West Virginia University Missouri State University Winona State University
Karen Hines Leroy Robinson Jr.
Berkshire Community College University of Houston--Clear Lake
For their contributions to previous editions of Marketing, we gratefully acknowledge:
Nancy Abram Sandy Becker Claudia Bridges

University of Iowa Rutgers Business School California State University
Wendi Achey Hannah Bell-Lombardo Glen H. Brodowsky
Northampton Community College Bryant University California State University, San Marcos
Praveen Aggarwal Ellen Benowitz Greg Broekemier
University of Minnesota, Duluth Mercer County Community College University of Nebraska Kearney
Ebru Ulusoy Akgun Gary Benton Gary Brunswick
University of Maine Western Kentucky University Northern Michigan University
Christopher Anicich Joseph Ben-Ur Alan J. Bush
California State University, Fullerton University of Houston at Victoria University of Memphis
Maria Aria Patricia Bernson John Buzza
Camden County College County College of Morris Monmouth University
Dennis Arnett Harriette Bettis-Outland Linda Calderone
Texas Tech University University of West Florida SUNY, Farmingdale
Audrey Ashton-Savage Parimal Bhagat Nathaniel Calloway
Peter T. Paul College of Business and Indiana University of Pennsylvania University of Maryland,
Economics, University of New Hampshire Amit Bhatnagar University College
Gerard Athaide University of Wisconsin, Milwaukee Rae Caloura
Loyola College of Maryland Jan Bingen Johnson & Wales University
Timothy W. Aurand Little Priest Tribal College Michaelle Cameron
Northern Illinois University John Bishop St. Edwards University
Laurie Babin University of South Alabama—Mobile Catherine Campbell
University of Louisiana at Monroe Nancy Bloom University of Maryland
Nisreen Bahnan Nassau Community College Carlos Castillo
Salem State University Claire Bolfing University of Minnesota, Duluth
Ainsworth Bailey James Madison University Eve Caudill
University of Toledo Karen Bowman Winona State University
Aysen Bakir University of California Carmina Cavazos
Illinois State University Tom Boyd University of Saint Thomas
Joyce Banjac California State University—Fullerton Lindell Chew
Myers University Nancy Boykin Linn University of Missouri
Robert W. Battle Tarleton State University Dorene Ciletti
Nassau Community College Cathy Brenan Duquesne University
Harvey Bauman Northland Community and Technical Melissa Clark
Lees McRae College College University of North Alabama
Oleta Beard Martin Bressler Terry Clark
University of Washington Houston Baptist University Southern Illinois University—Carbondale
xxii acknowledgments
Joyce Claterbos Colleen Dunn Barbara Gross

University of Kansas Bucks County Community College California State University—Northridge
Gloria Cockerell John Eaton David Grossman
Collin County College Arizona State University—Tempe Florida Southern College
Paul Cohen Kellie Emrich Hugh Guffey
Florida Atlantic University Cuyahoga Community College Auburn University
Linda Jane Coleman Nancy Evans Reetika Gupta
Salem State University New River Community College Lehigh University
Mark E. Collins Keith Fabes John Hafer
University of Tennessee Berkeley College University of Nebraska at Omaha
Clare Comm Tina Facca Allan Hall
University of Massachusetts, Lowell John Carroll University Western Kentucky University
Sherry Cook Joyce Fairchild Joan Hall
Southwest Missouri State University Northern Virginia Community College Macomb Community College
Stan Cort David J. Faulds Daniel E. Hallock
Case Western Reserve University University of Louisville University of North Alabama
Keith Cox Larry Feick Clark Hallpike
University of Houston University of Pittsburgh Elgin Community College
Ian Cross Karen Flaherty James E. Hansen
Bentley College Oklahoma State University—Stillwater University of Akron
Geoffrey Crosslin Leisa Flynn Don Hanson
Kalamazoo Valley Florida State University Bryant University
Community College William Foxx Jeffrey Harper
Kevin Joseph Cumiskey Auburn University Texas Tech University
Eastern Kentucky University Alan Friedenthal Dorothy Harpool
Brent Cunningham Kingsborough Community College Wichita State University
Jacksonville State University Douglas Friedman Lynn Harris
Clayton L. Daughtrey Penn State University Shippensburg University
Metropolitan State College of Jerome Gafford Dana L. E. Harrison
Denver University of North Alabama East Tennessee State University
Charlene Davis Stanley Garfunkel Reba Heberlein
Trinity University Queensborough Community College Madison Area Technical College
Joseph DeFilippe S. J. Garner Linda Hefferin
Suffolk County Community College Eastern Kentucky University Elgin Community College
George Deitz David Gerth Charlane Held
University of Memphis Nashville State Community College Onondaga Community College
Kathleen DeNisco Peggy Gilbert Lewis Hershey
Erie Community College Missouri State University Fayetteville State University
Tilokie Depoo Kelly Gillerlain Jonathan Hibbard
Monroe College Tidewater Community College Boston University
Laura Dix George Goerner Tom Hickman
Ferris State University Mohawk Valley Community College Loyola University
Monique Doll Jana Goodrich Robbie Hillsman
Macomb Community College Penn State Behrend University of Tennessee—Martin
Kimberly Donahue Robin Grambling Nathan Himelstein
Indiana University—Purdue University University of Texas at El Paso Essex County College
at Indianapolis
Kimberly D. Grantham Adrienne Hinds
Jim D’Orazio University of Georgia Northern Virginia Community College
Cleveland State University at Annandale
James I. Gray
Michael Dore Florida Atlantic University John Hobbs
University of Oregon University of Oklahoma
Kelly Gredone
James Downing Bucks County Community College Don Hoffer
University of Illinois—Chicago Miami University
Tom Greene
Michael Drafke Eastern Washington University Craig Hollingshead
College of DuPage Texas A&M University, Kingsville
Michael Greenwood
Leon Dube Mount Wachusett Community Donna Hope
Texas A&M University College Nassau Community College
acknowledgments xxiii
Tarique Hossain John Kuzma Carolyn Massiah

California State Polytechnic University Minnesota State University at University of Central Florida
James Gorman Houston Mankato Tamara Masters
University of Alabama Sandie Lakin Brigham Young University
Ronald Hoverstad Hesser College Erika Matulich
University of the Pacific Jamie Lambert University of Tampa
Kris Hovespian Ohio University Bob Mayer
Ashland University Timothy Landry Mesa State College
James Hunt University of Oklahoma Nancy McClure
University of North Carolina Wilmington Don Larson University of Central Oklahoma
Shane Hunt Ohio State University Maria McConnell
Arkansas State University Felicia Lassk Lorain County Community College
Julie Huntley Northeastern University Dennis Menezes
Oral Roberts University J. Ford Laumer University of Louisville, Louisville
Fred Hurvitz Auburn University Mohan Menon
Pennsylvania State University Marilyn Lavin University of South Alabama
Sean Jasso University of Wisconsin, Whitewater Joyce L. Meyer
University of California—Riverside Kenneth Lawrence The University of Alabama
Carol Johanek New Jersey IT Michelle Meyer
Washington University, St. Louis Freddy Lee Joliet Junior College
Doug Johansen California State University, Los Angeles Ivor Mitchell
University of North Florida Rebecca Legleiter University of Nevada Reno
Candy Johnson Tulsa CC Southeast Campus Mark Mitchell
Holyoke Community College Hillary Leonard University of South Carolina
Maria Johnson University of Rhode Island Steven Moff
Macomb Community College, Clinton Natasha Lindsey Pennsylvania College of Technology
Township University of North Alabama Rex Moody
Keith Jones Guy Lochiatto University of Colorado
North Carolina A&T University Massachusetts Bay Community College Melissa Moore
Janice Karlen Paul Londrigan Mississippi State University
CUNY—LaGuardia Community College Mott Community College Linda Morable
Eric J. Karson Terry Lowe Richland College
Villanova University Heartland Community College Farrokh Moshiri
Rajiv Kashyap Dolly Loyd University of California—Riverside
William Paterson University University of Southern Mississippi Dorothy Mulcahy
Josette Katz Harold Lucius Bridgewater State College
Atlantic Cape Community College Rowan University James Munch
Garland Keesling Alicia Lupinacci Wright State University—Dayton
Towson University Tarrant Community College Brian Murray
Mayuresh M. Kelkar Stanley Madden Jefferson Community College
Salem State University Baylor University Suzanne Murray
Imran Khan Lynda Maddox Piedmont Technical College
University of South Alabama—Mobile George Washington University James E. Murrow
Todd Korol Moutusi Maity Drury University
Monroe Community College University of Wisconsin, Whitewater Susan Myrden
Dennis Lee Kovach Cesar Maloles University of Maine
Community College of Allegheny County California State University, East Bay Noreen Nackenson
Kathleen A. Krentler Karl Mann Nassau Community College
San Diego State University Tennessee Tech University Sandra Blake Neis
Dmitri Kuksov Patricia Marco Borough of Manhattan Community
Washington University—St Louis Madison College College
Jeff Kulick Cathy Martin John Newbold
George Mason University University of Akron Sam Houston State University
Michelle Kunz Mary Christene Martin Keith Niedermeier
Morehead State University Fort Hays State University University of Pennsylvania
Ann T. Kuzma Melissa Martin Steve Noll
Minnesota State University, Mankato George Mason University Madison Area Technical College
xxiv acknowledgments
Martin Nunlee Srikumar Rao Erin Sims

Syracuse University Long Island University DeVry University at Pomona
Hudson Nwakanma Kristen Regine Lauren Ruth Skinner
Florida A&M University Johnson & Wales University University of Alabama at Birmingham
Matthew O’Hern Joseph Reihing Karen Smith
University of Oregon Nassau Community College Columbia Southern University
Lois Olson Jean Marc Rejaud Lois J. Smith
San Diego State University Fashion Institute of Technology University of Wisconsin
Beng Ong William Rice Julie Z. Sneath
California State University, Fresno California State University—Fresno University of South Alabama
Daniel Onyeagba Patricia Richards Brent Sorenson
Argosy University, Atlanta Westchester Community College University of Minnesota—Crookston
Karen Overton Eric Rios James Spiers
Houston Community College Eastern University Arizona State University—Tempe
Deborah L. Owens Janet Robinson Geoffrey Stewart
University of Akron Mount St. Mary’s College University of Louisiana
Esther Page-Wood Harper Andrew Roehm, Jr. John Striebich
Western Michigan University University of North Carolina—Greensboro Monroe Community College
Richard Pascarelli Ann Renee Root Randy Stuart
Adelphi University Florida Atlantic University Kennesaw State University
Terry Paul Tom Rossi James Swanson
The Ohio State University Broome Community College Kishwaukee College
Michael Pearson Heidi Rottier James Swartz
Loyola University Bradley University California State Polytechnic University
Jerry Peerbolte Juanita Roxas Robert R. Tangsrud, Jr.
University of Arkansas— California State Polytechnic University University of North Dakota
Fort Smith Donald Roy Robert Scott Taylor
Lars Perner Middle Tennessee State University Moberly Area Community College
University of Southern California Linda Salisbury Steve Taylor
Glenn Perser Boston College Illinois State University
Houston Community College Nick Sarantakes Sue Taylor
Diane Persky Austin Community College Southwestern Illinois College
Yeshiva University Shikhar Sarin Sharon Thach
Susan Peters Boise State University Tennessee State University
California State Polytechnic University Carl Saxby Mary Tharp
at Pomona University of Southern Indiana University of Texas at San Antonio
Renee Pfeifer-Luckett Diana Scales Frank Tobolski
University of Wisconsin at Whitewater Tennessee State University Lake in the Hills
Frank Alan Philpot Dwight Scherban Lisa C. Troy
George Mason University Central Connecticut State University Texas A&M University
Gary Pieske James Schindler Louis A. Tucci
Minnesota State Community and Columbia Southern University College of New Jersey
Technical College
Jeffrey Schmidt Sue Umashankar
Jeff Podoshen University of Oklahoma—Norman University of Arizona
Temple University
Laura Shallow Deborah Utter
Carmen Powers St. Xavier University Boston University
Monroe Community College
Donald Shemwell Ven Venkatesan
Mike Preis East Tennessee State University University of Rhode Island
University of Illinois—Champaign at Kingston
Dan Sherrell
Susan Price University of Memphis Bronis Verhage
California Polytechnic State University Georgia State University
Philip Shum
Lori Radulovich William Paterson University Deirdre Verne
Baldwin-Wallace College Westchester Community College
Lisa Simon
Bruce Ramsey California Polytechnic State University, Steve Vitucci
Franklin University San Luis Obispo Tarleton University Central Texas
Rosemary Ramsey Rob Simon Keith Wade
Wright State University University of Nebraska—Lincoln Webber International University
acknowledgments xxv
Suzanne Walchli Kathleen Williamson Brent Wren

University of the Pacific University of Houston—Clear Lake University of Alabama—Huntsville
Wakiuru Wamwara-Mbugua Elizabeth Jane Wilson Alex Wu
Wright State University—Dayton Suffolk University California State University—Long
Bryan Watkins Phillip Wilson Beach
Dominican University, Priory Campus Midwestern State University Joseph Yasaian
Ron Weir Doug Witt McIntosh College
East Tennessee State University Brigham Young University Poh-Lin Yeoh
Ludmilla Wells Kim Wong Bentley College
Florida Gulf Coast University Albuquerque Tech Institute Paschalina Ziamou
Thomas Whipple Letty Workman Bernard M. Baruch College
Cleveland State University Utah Valley University
Tom Whitman Courtney Worsham
Mary Washington College University of South Carolina
We would like to thank all the professors who were instrumental in guiding our revision of
not only the text but also Connect and other ancillary materials:
Ivan Abel Ella Carter Paul Fombelle

St. John’s University Bowie State University Northeastern University
Wendi Achey Debi Cartwright John Fraedrich
Northampton Community College Truman State University Southern Illinois University—
Praveen Aggarwal Haozhe Chen Carbondale
University of Minnesota, Duluth East Carolina University Theresa E. Frame
Keanon Alderson Angeline Close Horry Georgetown Technical College
California Baptist University The University of Texas Sheila Fry
Rosalyn Amaro at Ausin Champlain College
Florida State College at Jacksonville Canessa Collins Jerome Gafford
Maria Aria James Madison University University of North Alabama
Camden County College Kevin Coulson Meredith Frank Gander
Jill S. Attaway Emporia State University East Carolina University
Illinois State University Brad Cox Tao (Tony) Gao
David Bach Midlands Technical College Northeastern University
Northampton Community College Brent Cunningham Lance Gentry
Michelle Barnhart Jacksonville State University Colorado State University—Pueblo
Oregon State University Datha Damron-Martinez Nabarun Ghose
Robert Belenger Truman State University The University of Findlay
Bristol Community College Beth Deinert Katie Gilstrap
Tom Bilyeu Southeast Community College Virginia Commonwealth University
Southwestern Illinois College David DiRusso Connie Golden
Mark Blake Millersville University Lakeland Community College
York College of Pennsylvania Michael Dotson Lisa Goolsby
Maurice Bode Appalachian State University Southern Adventist University
Delgado Community College Colleen Dunn Deborah M. Gray
Jean M. Brown Bucks County Community College Central Michigan University
University of Alabama in Diane Edmondson Susan Greer
Huntsville Middle Tennessee State University Horry-Georgetown Technical College
Cheryl O’Meara Brown Burcak Ertimur Cynthia Grether
University of West Georgia Fairleigh Dickinson University Delta College
Gary Brunswick David J. Faulds Mike Griffith
Northern Michigan University University of Louisville Lone Star College—Kingwood
Desislava Budeva Amy Feest Barbara Gross
Ramapo College of New Jersey Tunxis Community College California State University, Northridge
Melissa Burnett Kathleen Ferris-Costa Chiquan Guo
Missouri State University Bridgewater State University The University of Texas—Pan American
Susan Carder Troy A. Festervand Jamey Halleck
Northern Arizona University Middle Tennessee State University Marshall University
xxvi acknowledgments
Richard Hanna Myles Landers Benjamin Muller

Northeastern University Mississippi State University Portland Community College
David Eric Hansen Donald W. Larson Gergana Nenkov
Texas Southern University The Ohio State University Boston College
Jeffrey Harper James R. Lashley John Newbold
Texas Tech University Bowie State University Sam Houston State University
Perry Hidalgo E. Scott Lathrop Hudson Nwakanma
Gwinnett Technical College Whitman School of Management, Florida A&M University
Monica Hodis Syracuse University Matt O’Hern
St. John Fisher College Debra Laverie University of Oregon
Diane Holtzman Texas Tech University Richard B. Osborn
Richard Stockton College of New Jersey Cary LeBlanc York College of Pennsylvania
Donna Hope Assumption College Rodney Oudan
Nassau Community College David M. Lee Worcester State University
Luke Hopkins Sam Houston State University Lauren Paisley
Florida State University Andrea Licari Genesee Community College
Gorman Houston St. John’s University Mahatapa Palit
University of Alabama Junsang Lim Borough of Manhattan Community
Erika Hovland Virginia State University College
Temple University Bryan D. Little Janet Parish
Vince Howe Marshall University Texas A&M University
University of North Carolina, Wilmington Guy Lochiatto Raymond A. Parkins, Jr.
Miriam Huddleston MassBay Community College Florida State College at Jacksonville
Harford Community College Ruth Lumb Ed Petkus
James B. Hunt Minnesota State University, Moorhead Ramapo College of New Jersey
University of North Carolina, Wilmington Anne Weidemanis Magi Julie M. Pharr
Eva Hyatt University of South Florida Tennessee Tech University
Appalachian State University David Matthews Rajani Ganesh Pillai
Roxanne Jackson SUNY Adirondack (Adirondack Community College) North Dakota State University
Vance-Granville Community College Fredric Mayerson Douglas Quackenbos
Grace Jebakumari Johnson Kingsborough Community College University of South Carolina
University of Wisconsin—Milwaukee Mike McCardle Sampath Ranganathan
Victoria Jones University of North Florida University of Wisconsin—Green Bay
University of North Carolina, Wilmington Robert McMillen Mohammed Rawwas
Sungwoo Jung James Madison University University of Northern Iowa
Columbus State University Myke McMullen Virginia Reilly
Vishal Kashyap Long Beach Community College Ocean County College
Xavier University Rajiv Mehta John E. Robbins
Mark Kay New Jersey Institute of Technology Winthrop University
Montclair State University Sanjay S. Mehta Barbara Rodriguez
Sylvia Keyes Sam Houston State University Pensacola State College
Bridgewater State University Jeffrey Meier Ann R. Root
Tina Kiesler Fox Valley Technical College Florida Atlantic University
California State University, Northridge Michael Mejza Robert Rouwenhorst
Brian Kinard University of Nevada, Las Vegas University of Iowa
University of North Carolina, Robert Meyer Donald P. Roy
Wilmington Parkland College Middle Tennessee State University
John Kinnett Elizabeth Miller Alberto Rubio-Sanchez
Columbus State University Boston College University of the Incarnate Word
Peter Knight Iris Mohr Catherine Ruggieri
University of Wisconsin, Parkside St. John’s University St. John’s University, New York
Michael W. Kroff Josefer Montes Doreen Sams
Montana State University Walla Walla University Georgia College & State University
Ann T. Kuzma Dorothy J. Mulcahy Robin Schallie
Minnesota State University, Mankato Bridgewater State University Fox Valley Technical College
Theodore Labay Jay Mulki Douglas Scott
Bishop State Community College Northeastern University—Boston State College of Florida
acknowledgments xxvii
Christine Seel Ray Stroup, Jr. Doug Wilson

Delaware Valley College University of Louisiana at Lafayette University of Oregon—Lundquist College of Business
Daaim Shabazz James Swenson Roger Wilson
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We express our thanks to all faculty who have contributed to the development of digital
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A special thank-you to Steven A. Taylor of Illinois State University, Elizabeth Jane

ilson of Suffolk University, Kevin Bertotti of iTVk, and Becky and Patrick of We Write
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Good for their efforts in authoring and producing the iSeeit! videos in Connect.
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brief contents
SECTION 1 : ASSESSING THE MARKETPLACE 1
1 OVERVIEW OF MARKETING 2
2 DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN 28
APPENDIX 2A: WRITING A MARKETING PLAN 63
3 DIGITAL MARKETING: ONLINE, SOCIAL, AND MOBILE 82
4 C ONSCIOUS MARKETING, C ORPORATE SOCIAL RESPONSIBILITY,
AND ETHICS 120
APPENDIX 4A: UNDERSTANDING ETHICS USING SCENARIOS 147
5 ANALYZING THE MARKETING ENVIRONMENT 152
SECTION 2 : UNDERSTANDING THE MARKETPLACE 185

6 CONSUMER BEHAVIOR 186
7 BUSINESS-TO-BUSINESS M ARKETING 222
8 GLOBAL MARKETING 246
SECTION 3 : TARGETING THE MARKETPLACE 277

9 SEGMENTATION, TARGETING, AND POSITIONING 278
10 MARKETING RESEARCH AND ANALYTICS 312
APPENDIX 10A: USING SECONDARY DATA TO ASSESS CUSTOMER
LIFETIME VALUE (CLV) 349
SECTION 4 : VALUE CREATION 353

11 PRODUCT, BRANDING, AND PACKAGING D ECISIONS 354
12 DEVELOPING NEW PRODUCTS 384
13 SERVICES: THE INTANGIBLE PRODUCT 416
SECTION 5 : VALUE CAPTURE 445

14 PRICING CONCEPTS FOR CAPTURING VALUE 446
15 STRATEGIC PRICING METHODS AND TACTICS 472
SECTION 6 : VALUE DELIVERY: DESIGNING THE CHANNEL

AND SUPPLY CHAIN 499
16 SUPPLY CHAIN AND CHANNEL MANAGEMENT 500
17 RETAILING AND OMNICHANNEL MARKETING 528
SECTION 7 : VALUE COMMUNICATION 559

18 INTEGRATED MARKETING COMMUNICATIONS 560
19 ADVERTISING, P UBLIC RELATIONS, AND SALES P ROMOTIONS 588
20 PERSONAL S ELLING AND SALES MANAGEMENT 622
Glossary 648
Name Index 663
Company Index 670
Subject Index 674
xxviii
table of contents
SECTION 1 ASSESSING THE MARKETPLACE 1
1 OVERVIEW OF MARKETING 2
WHAT IS MARKETING? 4
Marketing Is about Satisfying Customer Needs and Wants 5
Adding Value 1.1: The Baby Dove Product Line Extension and
Its Context 6
Marketing Entails an Exchange 6
Marketing Creates Value through Product, Price, Place, and APN Photography/Shutterstock
Promotion Decisions 7
Marketing Can Be Performed by Individuals and Organizations 9
Marketing Affects Various Stakeholders 10
Adding Value 1.2: The Kids Are Marketing All Right: Recycling and
Selling on E-Commerce Platforms 11
Ethical & Societal Dilemma 1.1: Making a Family Business More
Valuable by Addressing Gender Inequality in the Coffee Market 13
THE IMPORTANCE OF MARKETING OVER TIME 13
Production-Oriented Era 13
Sales-Oriented Era 14
Market-Oriented Era 14
Value-Based Marketing Era 14
Adding Value 1.3: A Lipstick Option for Those Who Dream of a
Hermès Bag 15
HOW DOES MARKETING CREATE VALUE, AND HOW DO FIRMS
BECOME MORE VALUE DRIVEN? 17
Adding Value 17
Marketing Analytics 17
Adding Value 1.4: Is There Cash Value in No Cash? Amazon
Thinks So 18
Social and Mobile Marketing 18
Marketing Analytics 1.1: Scan Your Face, Drive Away in Less Than
a Minute: Using Biometrics at Hertz Rental Locations 19
Social & Mobile Marketing 1.1: Marketing Your TikTok Account
by . . . Sleeping? 20
Ethical and Societal Dilemma 20
Ethical & Societal Dilemma 1.2: After Axing Straws, Starbucks
Still Faces Criticism for Single-Use Plastic 21
Reviewing Learning Objectives 22
Key Terms 22
Marketing Digitally 23
Marketing Applications 23
Quiz Yourself 23
Chapter Case Study: A Flood of Water Consumption Choices 24
Quiz Yourself Answer Key 27
xxix
xxx table of contents
2 DEVELOPING MARKETING STRATEGIES AND A

MARKETING PLAN 28
WHAT IS A MARKETING STRATEGY? 30
Customer Excellence 31
Operational Excellence 33
Product Excellence 33
Adding Value 2.1: Beautiful Loyalty: Sally Beauty’s Updated Loyalty
monticello/Shutterstock
Program 34
Locational Excellence 35
Multiple Sources of Advantage 35
THE MARKETING PLAN 35
Step 1: Define the Business Mission and Objectives 37
Step 2: Conduct a Situation Analysis 38
Ethical & Societal Dilemma 2.1: Exchanging a Bottle of Pepsi
for a Can of Water? Finding Packaging Solutions to
Environmental Commitments 40
Step 3: Identify and Evaluate Opportunities Using Segmentation,
Targeting, and Positioning (STP) 40
Adding Value 2.2: The New iPhone SE: What Makes It Different from
Previous Versions? 41
Step 4: Implement Marketing Mix and Allocate Resources 43
Adding Value 2.3: Repositioning Old Spice 44
Step 5: Evaluate Performance Using Marketing Metrics 45
Social & Mobile Marketing 2.1: Making Technology Personal: How
Wayfair Is Leveraging High-Tech Tools to Connect with Consumers 46
Marketing Analytics 2.1: Making a First Impression in Less Than the
First Second: New Evidence about Mobile Marketing 47
Strategic Planning Is Not Sequential 52
GROWTH STRATEGIES 52
Market Penetration 52
Market Development 53
Product Development 53
Diversification 53
Key Terms 56
Quiz Yourself 57
Chapter Case Study: The Coffee Wars 57
Appendix 2A: Writing a Marketing Plan 63
3 DIGITAL MARKETING: ONLINE, SOCIAL, AND MOBILE 82

THE 4E FRAMEWORK FOR DIGITAL MARKETING 84
Excite the Customer 85
Educate the Customer 85
Experience the Product or Service 86
Regien Paassen/Shutterstock Engage the Customer 87
table of contents xxxi
ONLINE MARKETING 89
Core Goals 89
Contextual Elements 90
Content 90
Community 91
Communication 93
Commerce 93
Connection 94
THE WHEEL OF SOCIAL MEDIA ENGAGEMENT 95
The Information Effect 95
Marketing Analytics 3.1: Are Algorithms Discriminatory? Questions
about How Facebook Targets Advertising 96
The Connected Effect 96
Adding Value 3.1: The Portal from Facebook with an Assist from Amazon 97
The Network Effect 98
The Dynamic Effect 98
Social & Mobile Marketing 3.1: Just Don’t Eat the Detergent! Who Is
Responsible for Consumers’ Risky Behaviors? 99
The Timeliness Effect 99
GOING MOBILE AND SOCIAL 100
App Pricing Models 102
HOW DO FIRMS ENGAGE THEIR CUSTOMERS? 103
Listen 103
Analyze 104
Do 105
INFLUENCER MARKETING 108
Assessing the Efficacy of Influencers 108
Types of Influencers 110
Ethical Considerations for Influencer Marketing 111
Key Terms 114
Quiz Yourself 115
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Digital
and Social Media Techniques to Achieve All Its Objectives 115
4 CONSCIOUS MARKETING, C ORPORATE SOCIAL RESPONSIBILITY,

AND ETHICS 120
CONSCIOUS MARKETING 123
Adding Value 4.1: Philanthropy with a Dash of Style: The Elbi–David Yurman
Partnership 124
MARKETING’S GREATER PURPOSE: CORPORATE SOCIAL RESPONSIBILITY
AS AN ELEMENT OF CONSCIOUS MARKETING 125 Thomas Niedermueller/Getty Images
THE STAKEHOLDERS OF CONSCIOUS MARKETING 127

Employees 128
Customers 128
xxxii table of contents
Ethical & Societal Dilemma 4.1: To What Extent Is YouTube Responsible

for Protecting Children from Targeting? 129
Marketplace 129
Society 130
Environment 130
Adding Value 4.2: Untouched and Empowering, New Aerie Campaign
Showcases Real Women 131
INTEGRATING CONSCIOUS MARKETING THROUGHOUT THE FIRM:
LEADERSHIP AND CULTURE 131
Planning Phase 132
Implementation Phase 133
Control Phase 133
Social & Mobile Marketing 4.1: Do Users Know What They Are Sharing with
Facebook, and Do They Care? 134
Marketing Analytics 4.1: China’s Social Credit System 135
MARKETING ETHICS AS A CONSCIOUS MARKETING PRINCIPLE 135
The Nature of Ethical and Unethical Marketing Decisions 135
Ethics and Corporate Social Responsibility 136
A Framework for Ethical Decision Making 137
Key Terms 141
Quiz Yourself 142
Chapter Case Study: Daily Table 143
Appendix 4A: Understanding Ethics Using Scenarios 147
5 ANALYZING THE MARKETING ENVIRONMENT 152

A MARKETING ENVIRONMENT ANALYSIS FRAMEWORK 154
THE IMMEDIATE ENVIRONMENT 155
Company Capabilities 155
Competitors 155
Corporate Partners 155
Dani Metaz/Shutterstock Physical Environment 156
Ethical & Societal Dilemma 5.1: Microplastics in the Pool: The Unique
Environmental Harms of Swimwear and Efforts to Address Them 158
MACROENVIRONMENTAL FACTORS 159
Culture 159
Demographics 161
Social & Mobile Marketing 5.1: What Can Pokémon Go Do for Marketers? 163
Social Trends 166
Ethical & Societal Dilemma 5.2: Consumers Insist on Healthy
Foods—Until You Mess with the Color of Their Trix 168
Adding Value 5.1: Realistic Beauty at CVS 169
Technological Advances 170
Marketing Analytics 5.1: Vending Drinks, Gathering Big Data: How Coca-Cola
Relies on Cutting-Edge Analytics to Develop New Drink Flavors 171
table of contents xxxiii
Economic Situation 174

Political/Legal Environment 175
Responding to the Environment 177
Key Terms 178
Quiz Yourself 179
Chapter Case Study: The Rise of the Electric Car 179
SECTION 2 UNDERSTANDING THE MARKETPLACE 185

6 CONSUMER BEHAVIOR 186
THE CONSUMER DECISION PROCESS 188
Need Recognition 188
Ethical & Societal Dilemma 6.1: CVS Makes Changes to Focus on
Customer Health 190
Search for Information 190
Marketing Analytics 6.1: The Best Behavioral Predictor? What People
Buy on Amazon 192
Ethical & Societal Dilemma 6.2: Is Fashion a Statement? Marketing
Clothing as Political Protest 194
Evaluation of Alternatives 195
Adding Value 6.1: How LaCroix Has Entered Consumers’ Evoked Set Using
Social Media That Highlight Its Determinant Attributes 196
Ethical & Societal Dilemma 6.3: The Gems and Skins Might Be Mark Von Holden/Invision for the
Virtual, but the Money Is Real: In-Game Purchases, Kids, Television Academy/AP Images
and Content 198

Purchase and Consumption 199
Postpurchase 199
FACTORS INFLUENCING THE CONSUMER DECISION PROCESS 202
Psychological Factors 203
Social Factors 207
Situational Factors 208
Adding Value 6.2: Meeting Consumers’ Demands for Healthy While
Also Fulfilling Their Cravings for Salty 211
INVOLVEMENT AND CONSUMER BUYING DECISIONS 211
Extended Problem Solving 212
Limited Problem Solving 213
Key Terms 214
Quiz Yourself 216
Chapter Case Study: Battle of the Titans: Amazon Echo versus Google Home
( and Don’t Forget about Apple) 216
xxxiv table of contents
7 BUSINESS-TO-BUSINESS M ARKETING 222

B2B MARKETS 225
Manufacturers and Service Providers 226
Resellers 226
Institutions 226
Government 226
garmoncheg/Shutterstock
Ethical & Societal Dilemma 7.1: Marketing Human Resources:
The Growing Market for Outsourced Workers 227
THE BUSINESS‐TO‐BUSINESS BUYING PROCESS 228
Stage 1: Need Recognition 228
Stage 2: Product Specification 228
Social & Mobile Marketing 7.1: Stimulating Need Recognition When Selling
Directly to Consumers Necessitates Strategic Advertising Campaigns 229
Stage 3: RFP Process 230
Stage 4: Proposal Analysis, Vendor Negotiation, and Selection 230
Stage 5: Order Specification 231
Stage 6: Vendor Performance Assessment Using Metrics 231
THE BUYING CENTER 232
Organizational Culture 233
Building B2B Relationships 234
Adding Value 7.1: Establishing a Platform for Marketing Brands:
The Wistia Way 236
THE BUYING SITUATION 237

Key Terms 240
Quiz Yourself 241
Chapter Case Study: A True Platform for Sellers: How Alibaba Is Trying to
Take Over the World 242
8 GLOBAL MARKETING 246

ASSESSING GLOBAL MARKETS 249
Economic Analysis Using Metrics 249
Analyzing Infrastructure and Technological Capabilities 252
Analyzing Governmental Actions 252
Social & Mobile Marketing 8.1: Can a Hashtag Save a National Currency?
Chesnot/Getty Images
Using Twitter to Help Nigeria 254
Analyzing Sociocultural Factors 255
Ethical & Societal Dilemma 8.1: Success and the Challenges It Creates:
How Growing Diaper and Pad Consumption Has Left Personal Goods
Firms with a Growing Problem 256
Ethical & Societal Dilemma 8.2: Dolce & Gabbana Faces Public
Scrutiny in China 257
The Appeal of the BRIC Countries 258
CHOOSING A GLOBAL ENTRY STRATEGY 261
Exporting 261
table of contents xxxv
Franchising 262
Strategic Alliance 262
Joint Venture 262
Direct Investment 263
CHOOSING A GLOBAL MARKETING STRATEGY 264
Target Market: Segmentation, Targeting, and Positioning 264
Adding Value 8.1: Like Pumpkin and Chocolate Sauce for Your Fries?
McDonald’s Might Be Able to Help with That 266
Adding Value 8.2: Domino’s Growth Plan: Expand Everywhere and Every Way 267
Adding Value 8.3: Forget the Mall, Shoppers Are Buying Gucci at Airports 268
Adding Value 8.4: International Women’s Day as Inspiration for Marketing
Messages 269
Key Terms 271
Quiz Yourself 272
Chapter Case Study: Colonel Sanders Would Be Proud, KFC Is a Global Brand 272
SECTION 3 TARGETING THE MARKETPLACE 277

9 SEGMENTATION, TARGETING, AND POSITIONING 278
THE SEGMENTATION, TARGETING, AND POSITIONING PROCESS 280
Step 1: Establish the Overall Strategy or Objectives 281
Step 2: Use Segmentation Methods 281
Adding Value 9.1: Dealing with Modern Life by Playing: LEGO Promises
Mindfulness and Meaning for Adults 283
JUPITERIMAGES/BananaStock/
Ethical & Societal Dilemma 9.1: Supporting Black-Owned Businesses
Alamy Stock Photo
Even after They’re Purchased by Conglomerates 285
Social & Mobile Marketing 9.1: Using Our Outdoor Voices, Literally
and Figuratively 286
Marketing Analytics 9.1: Taking the Temperature of Consumers to
Track Disease and Market Products 289
Step 3: Evaluate Segment Attractiveness 291
Step 4: Select a Target Market 294
Adding Value 9.2: When Your Brand Is Popular among a Non–Target Market:
Patagonia’s Decision to Limit Sales to Maintain Its Value-Based
Image 297
Step 5: Identify and Develop Positioning Strategy 297
Positioning Methods 300
Positioning Using Perceptual Mapping 302
Key Terms 306
Quiz Yourself 307
Chapter Case Study: P&G Segments Its Market along Multiple Dimensions 307
xxxvi table of contents
10 MARKETING RESEARCH AND ANALYTICS 312

THE MARKETING RESEARCH PROCESS 314
Marketing Research Process Step 1: Defining the Objectives and
Research Needs 315
Marketing Research Process Step 2: Designing the Research 316
Marketing Research Process Step 3: Collecting the Data 316
Marketing Research Process Step 4: Analyzing the Data and Developing
Insights 318
Marketing Research Process Step 5: Developing and Implementing an
Action Plan 318
SECONDARY DATA 319
Photo 12/Alamy Stock Photo Inexpensive Secondary Data 319
Syndicated Secondary Data 319
PRIMARY DATA COLLECTION TECHNIQUES 321
Marketing Analytics 10.1: The Under Armour Idea of “Connected

Fitness” 322
Observation 323
In‐Depth Interviews 324
Focus Group Interviews 324
Survey Research 325
Adding Value 10.1: How Booking.com Leveraged Marketing Research to Develop
Novel Offerings for Travelers Looking for Something Different 327
Panel‐ and Scanner‐Based Research 327
Experimental Research 328
Advantages and Disadvantages of Primary and Secondary Research 329
BIG DATA 330
Marketing Analytics 10.2: How Much Is Your Search History Worth?

Would $10 Cover It? Amazon’s Prime Day Offer and Strategy 331
Social & Mobile Marketing 10.1: Selfies as Data: Relying on a New Form of
Self-Reporting to Gauge Consumer Behavior 332
MARKETING ANALYTICS 334
Marketing Decisions 334
Tools and Methods 336
Adding Value 10.2: A Big Meal and Some Big Data: The Expanding
Uses of Data Mining and Analytics in the Restaurant Industry 337
THE ETHICS OF USING CUSTOMER INFORMATION 338
Ethical & Societal Dilemma 10.1: Vacuuming Up More Than Dirt:

The Information Collected by Roomba and Its Potential Uses 339
Key Terms 342
Quiz Yourself 343
Chapter Case Study: Swim, Lift, Play—But Also Donate: Using Marketing
Research to Redefine the YMCA 344
Appendix 10A: Using Secondary Data to Assess Customer Lifetime
Value (CLV) 349
table of contents xxxvii
SECTION 4 VALUE CREATION 353

11 PRODUCT, BRANDING, AND PACKAGING D ECISIONS 354
COMPLEXITY AND TYPES OF PRODUCTS 356
Complexity of Products 356
Types of Products 357
Adding Value 11.1: Have You Seen the One about JS Watch Company? A Luxury
Marketing and Pricing Strategy That Doesn’t Take Itself Too Seriously 358
Jean Catuffe/Getty Images
PRODUCT MIX AND PRODUCT LINE DECISIONS 359
BRANDING 362
Value of Branding for the Customer 362
Brand Equity for the Owner 364
Social & Mobile Marketing 11.1: From Jingles to Music Videos:
Creating an Authentic Auditory Brand 367
BRANDING STRATEGIES 368
Brand Ownership 368
Naming Brands and Product Lines 369
Brand and Line Extensions 370
Co‐branding 372
Brand Licensing 372
Ethical & Societal Dilemma 11.1: Art and the Fashionable Sock:
A New Era in Licensing Agreements 373
Brand Repositioning 374
Adding Value 11.2: An Abbreviation No More: Weight Watchers
Rebrands as Simply WW 375
PACKAGING 375
Product Labeling 377
Key Terms 378
Quiz Yourself 380
Chapter Case Study: Yogurt Lovers Say, “It’s All Greek to Me” 380
12 DEVELOPING NEW PRODUCTS 384

WHY DO FIRMS CREATE NEW PRODUCTS? 386
Adding Value 12.1: Finding the Hearables Market by Visiting Coachella 387
Changing Customer Needs 387
Ethical & Societal Dilemma 12.1: “Smart” Toys Raise New Privacy Concerns 388
Market Saturation 389
Managing Risk through Diversity 389 DenPhotos/Shutterstock
Adding Value 12.2: Adding Podcasts to Their Portfolios: How Streaming

Services Are Expanding Their Product Lines 390
Fashion Cycles 390
Social & Mobile Marketing 12.1: A Battle Royale for Gamers:
Call of Duty versus Fortnite 391
xxxviii table of contents
Improving Business Relationships 391

DIFFUSION OF INNOVATION 392
Innovators 393
Early Adopters 394
Early Majority 394
Late Majority 395
Laggards 395
Using the Diffusion of Innovation Theory 395
HOW FIRMS DEVELOP NEW PRODUCTS 397
Idea Generation 397
Concept Testing 401
Product Development 402
Market Testing 402
Product Launch 404
Evaluation of Results 404
THE PRODUCT LIFE CYCLE 405
Introduction Stage 406
Growth Stage 406
Maturity Stage 407
Adding Value 12.3: Wearables That Want Your Sweat to Improve
Your Service Access 408
Decline Stage 408
The Shape of the Product Life Cycle Curve 409
Strategies Based on Product Life Cycle: Some Caveats 409
Key Terms 410
Quiz Yourself 412
Chapter Case Study: Hit or Miss, Dyson Wants to Make Products That
Solve Problems in Different Ways 412
13 SERVICES: THE INTANGIBLE PRODUCT 416
Adding Value 13.1: Hotels on Wheels: A Service Innovation 420

SERVICES MARKETING DIFFERS FROM PRODUCT MARKETING 420
Intangible 420
Inseparable Production and Consumption 421
Ethical & Societal Dilemma 13.1: Snooping on Babysitters, Even before
rblfmr/Shutterstock Hiring Them: The Predictim Service Promise 422
Heterogeneous 422
Perishable 423
Adding Value 13.2: Casper Mattress Dreams Up a Creative Way to Mix
Business with Marketing 424
PROVIDING GREAT SERVICE: THE SERVICE GAPS MODEL 425
The Knowledge Gap: Understanding Customer Expectations 426
The Standards Gap: Setting Service Standards 430
The Delivery Gap: Delivering Service Quality 431
table of contents xxxix
Adding Value 13.3: Take a Virtual “Test Drive” before Booking

Your Next Trip 433
Social & Mobile Marketing 13.1: The Doctor Will See You Now,
At Least Virtually 435
The Communication Gap: Communicating the Service Promise 435
Service Quality, Customer Satisfaction, and Loyalty 436
Marketing Analytics 13.1: Do Low-Price Shoppers Want Service Too?
Aldi Says So, and It’s Delivering It to Them 437
SERVICE RECOVERY 438
Listening to Customers and Involving Them in Service Recovery 438
Finding a Fair Solution 439
Resolving Problems Quickly 439
Key Terms 440
Quiz Yourself 441
Chapter Case Study: Understanding GrubHub’s Service Quality 442
SECTION 5 VALUE CAPTURE 445

14 PRICING CONCEPTS FOR CAPTURING VALUE 446
THE FIVE Cs OF PRICING 449
Company Objectives 449
Adding Value 14.1: The Secret to Nissan’s Success: Fleet Sales 451
Adding Value 14.2: Do Airline Passengers Get What They Pay For?
Air France Thinks So, Which Is Why It Charges More 452
Customers 454 opturadesign/Alamy Stock Photo
Marketing Analytics 14.1: The Ultimate Outcomes of Dynamic Pricing 458
Costs 459
Break‐Even Analysis and Decision Making 460
Markup and Target Return Pricing 462
Competition 463
Channel Members 465
Key Terms 466
Quiz Yourself 468
Chapter Case Study: T-Mobile’s Pricing Strategy Is a Game Changer 468
15 STRATEGIC PRICING METHODS AND TACTICS 472

CONSIDERATIONS FOR SETTING PRICE STRATEGIES 474
Cost‐Based Methods 474
Competition‐Based Methods 475 Tzido Sun/Shutterstock
Exploring the Variety of Random
Documents with Different Content
+ Cath World 112:408 D ’20 160w
“These eight plays have a literary quality and a somewhat

philosophical viewpoint that make them as readable as stories. Miss
Glaspell writes in a crisp, descriptive style and she shows keen
insight into the underlying human motives. ‘Trifles’ is a really great
play.”
+ Ind 104:383 D 11 ’20 50w
“The publication of Miss Glaspell’s collected plays at last lifts them

out of the tawdriness of their original production and lets them live
by their own inherent life. That life is strong, though it is never rich.
In truth, it is thin. Only it is thin not like a wisp of straw, but like a
tongue of flame.” Ludwig Lewisohn
+ − Nation 111:509 N 3 ’20 1100w
“Miss Glaspell’s style, while not especially distinguished, is

entertaining and easy to read.” H. S. Gorman
+ N Y Times 25:22 Jl 18 ’20 250w
“The well-rounded laughter of ‘Suppressed desires’ becomes a

trifle more angular in the comedies from a single pen, ‘Woman’s
honor,’ and ‘Close the book.’ In all the plays there is a deeper
meaning, the presence of an interesting idea or ideal, yet, as in
‘Woman’s honor’ and ‘The outside,’ the idea often remains veiled.
‘Bernice’ may be read with an intensity of thought. Yet, as a play,
acted upon a stage, what was intense might easily become
monotonous.”
+ − Springf’d Republican p8 O 14 ’20 600w
“For readers who can achieve an artistic perspective in relation to

these plays there is satisfaction in finding, after reading and
rereading them all, that the big things are the good ones, and that the
biggest is the best. It is as if Miss Glaspell hit a far target more easily
than one close by.”
+ Theatre Arts Magazine 4:349 O ’20

320w
Wis Lib Bul 16:235 D ’20 60w
GLEASON, ARTHUR HUNTINGTON. What

the workers want: a study of British labor. *$4
Harcourt, Brace & Howe 331
20–9059
As a result of five years’ study of the British, the author predicts

that England will make an early and sane adjustment to the new
impulses of the human spirit now striving for expression throughout
the world and that she will be the first country to enter the new age
equipped and unembittered. His summary of the wants of the
workers today is: “The workers wish to be the public servants of
community enterprise, not the hired hands of private enterprise.
They refuse to work longer for a system of private profits divided in
part among non-producers. They demand a share in the control and
responsibilities of the work they do (not only welfare and workshop
conditions, but discipline and management and commercial
administration). They demand a good life, which means a standard
of living (in terms of wages and hours) that provides leisure,
recreation, education, health, comfort, and security.” (Chapter 1) The
contents report all the important events and tendencies in the
industrial world since the war under the sections: Chaos and
aspirations; The year; The way they do it; What the workers want;
Problems; The summing up. The appendix gives in full the important
documents of the social revolution and is divided into the sections:
The employers; Masters and men; The workers; The judgment; The
public. There is an index.
“A thoroughgoing and interesting summary of movements, forces

and men in the British labor situation.”
+ Booklist 16:329 Jl ’20
“The feature that gives the book its greatest value, is its profound
understanding of the British people, whose industrial and political
problems it describes and illumines with such keen comment.” T. M.
Ave-Lallemant
+ Freeman 2:164 O 27 ’20 1000w
“There is little attempt to give the historic background of the

various groups, but the reader who has been awakened at all to the
new authority with which labor is speaking in Britain and, to its
influence upon world politics, as well as upon labor problems in the
narrower sense, will find here the best material yet available for
understanding the situation.”
+ Int J Ethics 31:115 O ’20 150w

“The account of the Coal commission, with its shrewd and playful
pictures of the chief actors, is an illustration of what is, to the general
reader, both the book’s greatest charm and its greatest danger—its
emphasis on the personalities of the labor movement. The danger is
that of a heroistic reading of current tendencies. The book nowhere
gets put together, and Mr Gleason’s generalizations are likely to
come as shrewd asides.” C. L. Goodrich
+ − J Pol Econ 28:855 D ’20 1550w
“Mr Gleason reports contemporary history as a dramatist might

compose a pageant. He sets the stage, describes the dramatis
personae, and juxtaposes their significant utterances. The result
gives an effect of authentic composition. As is usual with Mr
Gleason’s books, not the least valuable part of ‘What the workers
want’ is the bulky appendix.” G: Soule
+ Nation 111:133 Jl 31 ’20 860w
“This book is the ablest piece of reporting I have seen in several

years. It is vivid, singularly intimate in its knowledge, and with a
frank recognition of the problems involved that gives it an objectivity
rare in books of the kind. Mr Gleason has had a preparation
unparalleled among American students for this work.” H. J. L.
+ New Repub 23:65 Je 9 ’20 1250w
“There is so much that is excellent and of timely consequence in

Mr Gleason’s 500–page volume that it is difficult to feel either
patient or charitable toward the author when, occasionally, he seems
to lose his head.”
+ − N Y Times p2 Ag 15 ’20 2000w
+ Survey 44:416 Je 19 ’20 240w
[2]
GLINSKI, ANTONI JÓZEF. Polish fairy tales;
tr. by Maude Ashurst Biggs. il *$5 Lane
21–658
These tales representing the folk lore of the eastern provinces of

Poland and White Russia are of extreme age, some of them dating
back to primitive Aryan times. There is an obvious likeness between
them and the folk lore of other European nations and they are taken
from a larger collection made by A. J. Glinski. They are beautifully
illustrated in color by Cecile Walton, and an explanatory appendix is
added by the translator. The tales are: The frog princess; Princess
Miranda and Prince Hero; The eagles; The whirlwind; The good
ferryman and the water nymphs; The princess of the Brazen
Mountain; The bear in the forest hut.
“The vivacious illustrations by Cecile Walton show a conscientious

striving to interpret these unfamiliar themes.”
+ Int Studio 72:206 Ja ’21 60w
“An exceptionally attractive book.”
+ Spec 125:710 N 27 ’20 60w

“What especially distinguishes this book is the illustrations.”
+ The Times [London] Lit Sup p830 D 9

’20 220w
GODDARD, HENRY HERBERT. Human

efficiency and levels of intelligence. il *$1.50
Princeton univ. press 150
20–7588
“Series of lectures delivered last year under the Louis Clark

Vanuxem foundation at Princeton university by Henry Herbert
Goddard, director of the bureau of juvenile research of Ohio, have
just been published under the title, ‘Human efficiency and levels of
intelligence.’” (Springf’d Republican) “The lectures explain how the
recognition of different degrees of intelligence among children and
adults can effect greater social efficiency by aiding each person to
train for the work and responsibility which his mental equipment
warrants. Tests are used as a conscious control of delinquency and
the feeble-minded are protected and directed to aid in their own
support. The author’s work with soldiers has shown an astonishing
degree of variation in intelligence among normal people.” (Booklist)
Booklist 17:6 O ’20
“His theory of an intellectual aristocracy is intensely interesting

and appealing.”
+ Springf’d Republican p6 Jl 13 ’20 160w
GOIZET, LOUIS HENRI. Never grow old. *$2

(6c) Putnam 612.68
20–18316
The author claims to have discovered a method by which man can

live in beauty and health for more than a hundred years. It is based
on the theory that perfect health requires absolute rectitude of form
without which static equilibrium and harmony of the organic
functions are impossible. The method consists of a system of
“superficial tractile rubbings” by which the free circulation of “the
rotary molecular current” is reestablished throughout the cells of the
organized being. The book falls into two parts, of which the first
develops the law on which the theory is based and the second treats
of the method. Some of the chapters in part two are: Causes of
alteration in form; The rectitude of forms; Rectification of form.
“The book contains much suggestive argument and speculation.”
+ N Y Evening Post p26 O 23 ’20 80w
“It can be said, however, that the first half of the book leads the
way to its climax with a relentless logic—providing always that the
author’s premises are correct—that is truly delightful and admirably
lucid.” Van Buren Thorne
+ N Y Times p5 N 14 ’20 1850w

GOLDBERG, ISAAC. Studies in Spanish-
American literature. *$2.50 Brentano’s 860
20–2423
“‘It is high time we arouse ourselves to an appreciation of the

ideals and merits of Spanish-American literature’ writes Prof. J. D.
M. Ford in his introduction to ‘Studies in Spanish-American
literature.’ Dr Goldberg discusses the modernist spirit and five of its
prophets, Dario of Nicaragua, Rodo of Uruguay, Chocano and
Eguren of Peru, Blanco-Fombona of Venezuela. Many poems and
philosophical and political points of view are quoted in both the
original and translation. Several rhymed translations are by Alice
Stone Blackwell.”—Springf’d Republican
Ath p493 Ap 9 ’20 40w
“The puzzling thing about Dr Goldberg is that while in Spanish

verse he is sensitive to delicate shades of rhythm and cadence, for an
English equivalent he seems ready to accept anything which comes to
hand.” J. B. T.
+ − Ath p902 D 31 ’20 520w
“Though a scholarly work, its swift, lucid style and novelty of

subject give it an appeal for the general reader.”
+ Booklist 16:270 My ’20

“His study of Dario’s poetry is enthusiastic and appreciative; it is
marked with the fairest critical spirit. This may also be declared of
his entire treatment of the ‘Modernistas.’” T: Walsh
+ Bookm 51:235 Ap ’20 1300w
“As a work of scholarship, Dr Goldberg’s book is of tremendous

value. It is written to appeal to the general reader, and appeal it will,
if swift, lucid style and novelty of subject matter count for anything.”
G. H. C.
+ Boston Transcript p6 F 4 ’20 750w
“Novelty, fairness and lucidity mark these studies.”
+ Cleveland p72 Ag ’20 30w
“A book of permanent value, really necessary in any collection of

world literature.” T: Walsh
+ Nation 110:624 My 8 ’20 750w
“It is a book of pleasant reading, for Dr Goldberg’s style is florid

and, were it not for a trifle too much effort, would be brilliant. The
chief significance of these studies is, however, as the first effort to
provide a sound literary criticism of the work of South American
writers.” H. K.
+ New Repub 23:288 Ag 4 ’20 620w

“Dr Goldberg’s scholarship is good in essentials. Unfortunately,
however, he can not be complimented for carefulness in little things.
In spite of the general clarity of his style, there are now and then
pages far from clear.” F: B. Luquiens
+ − Review 2:335 Ap 3 ’20 1500w
“Dr Goldberg has written in great detail, with diction lucid and at
times sparkling.”
+ Springf’d Republican p8 Mr 16 ’20

340w
GOLDRING, DOUGLAS. Fight for freedom.

(Plays for a people’s theatre) *$1.25 Seltzer 822
20–12048
In this four act play a war-maddened young soldier assaults the

girl who had asked to be relieved from her engagement to him on the
ground that she has learned to love another. The development of the
play brings out the attitudes of the various characters toward the
man himself, his act, and the girl concerned. These vary from the
sentimental attitude of those who would forgive “our boys” anything
to that of the two radicals to whom personal considerations are
nothing in the face of the coming revolution. Henri Barbusse has
written a preface and there is an introduction by the author.
“It is a clever pamphlet play, but there is more speechifying than

dialogue.”
+ − Ath p321 Mr 5 ’20 90w
“Mr Goldring’s best is in the sudden reversal from the expected

toward the end of his play, when his theoretical revolutionary
becomes human—and a bit detestable for once.” Gilbert Seldes
− + Dial 69:215 Ag ’20 100w
“If it were not for Mr Goldring’s introduction, it would be very

hard to believe that anyone could seriously contribute this muscle-
bound thesis-play as anything the people or anybody else but a
theatrical antiquarian would be interested in.” Kenneth Macgowan
− Freeman 2:332 D 15 ’20 500w
Reviewed by Dorothy Grafly
+ − Springf’d Republican p11a S 5 ’20 580w
“‘The fight for freedom’ is a good play quite apart from any
pretensions to be different in character from the social plays of the
pre-war theater. It is, in fact, in direct line with the best work of
Shaw, Galsworthy and Barker.” B. L.
+ Survey 44:591 Ag 2 ’20 120w

The Times [London] Lit Sup p676 N 20
’19 50w
GOLDRING, DOUGLAS. Margot’s progress.
*$1.90 (1½c) Seltzer
20–9785
The story of a social climber. Maggie Carter, a grocer’s daughter

from Montreal, goes to Paris with three thousand dollars capital and
there becomes Margot Cartier. Her small capital is to tide her over
the brief period until her beauty, which is her real asset, has won her
an advantageous marriage. And it all works out as she planned. Thru
the Falkenheims, rich Jews whom she meets on the boat, she is
introduced to London society. Renewal of acquaintance with an old
Canadian connection gives the right suggestion of social background,
and she becomes Lady Stokes. But the marriage does not turn out
well. An elderly admirer dies and leaves her a legacy, which provides
both the means to freedom and the excuse for a quarrel with her
husband. She is divorced and goes to Paris, where the outbreak of the
war finds her. At the close there is promise of a second marriage with
a man she loves.
Reviewed by H. W. Boynton
+ Bookm 52:67 S ’20 700w
“Vigorous, varied, and colourful.”
+ Dial 69:432 O ’20 60w
“The story is interesting, vigorously told, with an unusual power of

vivid, direct presentation, fired too with a nervous intentness. But
after all, it is not a book that gives one much comfort. One concedes
its merits, but without enthusiasm. One feels, on finishing it, like
turning to Ali Baba or Cinderella or Lord Dunsany as an antidote.” C.
F. L.
+ − Grinnell R 16:355 F ’21 220w
“It is the kind of story which might easily be preposterous but is

convincingly inevitable.”
+ Ind 103:321 S 11 ’20 210w
“Beneath the superficial reaction of enjoyment derived from an

entertaining story there ran a strong undercurrent of dissatisfaction
and resentment at the author for toying with a genuine and precious
talent. In ‘Margot’s progress,’ Goldring has written a ‘best-seller’—
superior in many points to the American product, but nevertheless a
best-seller, with all its tawdry virtues and triple-plated vices.” Max
Endicoff
− + N Y Call p10 Jl 25 ’20 410w
“It is highly enjoyable reading and without a dull moment from

cover to cover.”
+ N Y Times 25:301 Je 6 ’20 450w
“One may find some of Margot’s sophisticated conversation a little

grating; but, for that matter, one will find a good deal about Margot
and her acquaintances a little grating. Still there is a driving force to
her ambition that wins toleration, if not admiration. The story gains
in emotional force and dramatic intensity as it progresses.”
+ − Springf’d Republican p11a Ag 8 ’20
580w
GOLDRING, DOUGLAS. Reputations; essays in

criticism. *$2.50 Seltzer 824
20–17759
These criticisms and appreciations of some of the younger English

novelists, poets and contemporary writers with some literary
reflections in general are: James Elroy Flecker—an appreciation and
some personal memories; Three Georgian novelists—Compton
Mackenzie—Hugh Walpole—Gilbert Cannan; The later work of D. H.
Lawrence; Mr Wells and the war; The war and the poets; An outburst
on Gissing; The author of “Tarr”; The Gordon Selfridge of English
letters; Redding “on wines”; Clever novels; 1855; Low tastes; Looking
back. There is an index.
“We have bitter need at the present time for a reconsideration of

critical principles; for a non-partisan criticism to disperse the
miasma of name-worship and of chaotic emotionalism, which are the
part-legacy of war; and, in view of this need, it is refreshing to read
Mr Goldring’s brilliant, and rather contemptuous, onslaught upon
public idols.”
+ − Ath p827 Je 25 ’20 700w
Reviewed by R. E. Roberts
Boston Transcript p7 Ag 7 ’20 400w
“Possibly Mr Goldring is a little too fluent; his judgments roll off

somewhat like first thoughts, and he is a little amusing in his
consciousness of maturity. But he has an unmistakable knack of
hitting precisely the strength and weakness of those whom he
discusses.” C. M. R.
+ − Freeman 2:478 Ja 26 ’21 390w

+ − Nation 111:383 O 6 ’20 230w
“His comments on the intellectual life of England are exceedingly

worth while and his marginal notes, those paragraphs that
embroider his critical articles, are extremely valuable. The reader
knows definitely where he stands. Beside his critical acumen is a deal
of genuine, worth-while information.”
+ N Y Times p10 O 3 ’20 640w
“In this book the author once more gives proof of his remarkable
receptivity, his power of seizing and reproducing the surface
impressions of the circle in which he moves. That there is nothing
either well-thought-out or valuable in these essays is hardly so much
his fault as his misfortune. The lighter sketches are incomparably the
better, and should prove to him his true vocation.”
− + Sat R 130:124 Ag 7 ’20 80w
“It is a long while since anything more delightful in the way of a

literary study has appeared than Mr Goldring’s ‘James Elron
Flecker.’ The study seems to the present writer to be the best essay in
the book, clever as is most of the rest—that and a piece entitled ‘Low
tastes,’ for these are almost the only two in which Mr Goldring does
not obtrude his political opinions.”
+ − Spec 125:473 O 9 ’20 560w
“The best paper in the volume—because the most thoroughly

studied—is that on James Elroy Flecker. On the whole, there is
nothing distinguished in these criticisms, though Mr Goldring is to
be credited with flashes of illumination and a pungent style.”
+ − Springf’d Republican p6 Ag 30 ’20 450w
“As he has a gift for seeing beneath the genius to the man, and can
attend a tea-party for the pleasure of saying afterwards how trivial he
found it, his book is not devoid of spice, though its prose is
undistinguished and sometimes slack.”
+ − The Times [London] Lit Sup p370 Je 10

’20 300w
GOLDSMITH, MILTON (ASTRA CIELO,

pseud.). I wonder why. il *$1.75 (2½c) Sully 504
20–1376
A book designed to provide answers to children’s many questions,

giving information on “the how, when, and wherefore of many
things.” The first chapter tells how the Palmer family came to
organize the I-wonder-why club, with half-hour sessions daily. The
remaining chapters, devoted to the club’s discussions, take up such
subjects as Light, Sun, moon and planets, The stars, Comets and
meteors, Air, Water, Fire, Heat, Sound, Rocks, Coal, Metals,
Electricity, Photography, Moving pictures, Clocks, Butterflies and
moths, etc.
Springf’d Republican p11a S 12 ’20 120w
GOMPERS, SAMUEL. Labor and the common

welfare. *$3 Dutton 331
20–224
“A compilation of the writings and addresses of Samuel Gompers,

edited by Hayes Robbins. To be followed by ‘Labor and the
employer,’ the two volumes together forming a comprehensive work
on labor movements and labor problems in America.” (Brooklyn) “It
is a compilation from official reports to A. F. of L. conventions,
articles in American Federationist, testimony before congressional
committees, public addresses of President Gompers, and other
documents. The selections include data from the earliest reports of
the federation. The material is presented under classified headings
according to the subject and is generally presented in chronological
order.” (N Y Call)
Am Econ R 10:365 Je ’20 70w

+ − Booklist 16:223 Ap ’20
Brooklyn 12:97 Mr ’20 40w
“In it are adequately set forth the solid, conservative policies of the
long-time president of the American federation of labor. But the
thoughts are the thoughts of history rather than of the present; the
reader who would know what labor is thinking now must supplement
the Gompers philosophy with many creations of a new régime of
ideas.” E. D. Strong
+ − Grinnell R 15:257 O ’20 850w
“We had occasion a few weeks ago to notice a book of the Civic
federation, one chapter being written by James W. Sullivan of the A.
F. of L. Our judgment was that the national officials of the
organization had become trade union chauvinists. This latest volume
confirms our impression. Nevertheless, we are glad to have this book.
The selections by Robbins are excellent and no matter whether the
reader agrees or does not agree with Mr Gompers, this compilation is
valuable for his partisans and all others interested in the history of
the American federation of labor.” James Oneal
+ − N Y Call p10 Mr 14 ’20 1150w
Reviewed by J. E. Le Rossignol
Review 2:333 Ap 3 ’20 850w

R of Rs 61:447 Ap ’20 30w
“Fortunately Mr Gompers is unusually gifted in expression due in
part, no doubt, to unusual clarity of thought.”
+ Springf’d Republican p8 F 17 ’20 140w

+ Survey 44:89 Ap 10 ’20 420w
GOMPERS, SAMUEL. Labor and the employer;

comp. and ed. by Hayes Robbins. (Labor movements
and labor problems in America) *$3.50 Dutton 331.8
20–12195
“With its companion volume, ‘Labor and the common welfare,’ this
book gives a complete review of American social problems as Mr
Gompers has known them during the past thirty-five years.” (R of
Rs) “The book is made up of excerpts from reports, speeches,
testimony, writings and editorials classified under such major
headings as Employers and employers’ organizations, Wages, Hours
of work, The ‘open’ shop, Women in industry, Unemployment,
Insurance and compensation, Limitation of output, Strikes,
Arbitration and collective bargaining, Profit sharing and Industrial
democracy. Within each group are arranged chronologically the
various minor topics which naturally come under the major
headings.” (Survey)
“A valuable, authoritative statement of the attitude of official

unionism on important labor issues.”
+ Booklist 17:12 O ’20

“To those who seek to grasp some of the inwardness of the
unfolding labor movements of the day, and particularly to the
employer who would like to know what the trade unionist’s views are
upon the subjects of employers and employers’ organizations, ... and
a host of related subjects touching the relationship of employer and
employee, this book will prove especially useful.” W. E. Atkins
+ J Pol Econ 28:791 N ’20 530w
“It is pathetic to drive through these 311 pages by Mr Gompers and

realize how his enemies waste his time in dispute on ancient matters.
In this time of change he has nothing to offer but the values and
standards of an age that is dead. He ought to be freed for thinking
out the problems of his day in the setting of his vast experience.
When he does let himself go, he has a fine rebel stroke.” Arthur
Gleason
− + Nation 111:302 S 11 ’20 1000w

+ R of Rs 62:334 S ’20 80w
“Such a book as this is as necessary for the employer who desires

authoritative information as to what official trade unions think, as it
is for the union man who wants to keep himself informed on the
various phases of the movement. It bristles with controversial
possibilities, demonstrates the profound conservatism of Mr
Gompers and is remarkably free from such inconsistencies as one
might expect in the recorded pronouncements covering a period of
nearly thirty years.” J. D. Hackett
+ Survey 44:637 Ag 16 ’20 420w

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The definition of marketing, established by the American Marketing Association,

Dhruv Grewal, PhD

Michael Levy, PhD

To my new grandson, Ari Gabe Englander, with lots of love.

Professor Grewal has coedited a number of special issues Michael Levy

How We Show That Marketing

How We Teach the Basics of Marketing

Chapter-Opening Vignettes focus on some of the marketplace challenges

Marketing Applications encourage students to apply what they have learned to

End-of-Chapter Cases help students develop analytical, critical-thinking, and tech-

Auto-Graded Exercises in Connect (such as video cases, case ­analyses,

Study made personal

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Affordable solutions, Solutions for

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Study anytime, anywhere “I really liked this

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Learning for everyone

We Take Students Higher

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iSeeit! Video Cases

Video Cases & Case Analyses

Marketing Analytics Toolkits

Markeing Plan Prep Exercises

Writing Assignment Plus

Ajay T. Abraham Jacqueline Kuehl Philip Trocchia

For their contributions to previous editions of Marketing, we gratefully acknowledge:

Nancy Abram Sandy Becker Claudia Bridges

Joyce Claterbos Colleen Dunn Barbara Gross

Tarique Hossain John Kuzma Carolyn Massiah

Martin Nunlee Srikumar Rao Erin Sims

Suzanne Walchli Kathleen Williamson Brent Wren

Ivan Abel Ella Carter Paul Fombelle

Richard Hanna Myles Landers Benjamin Muller

Christine Seel Ray Stroup, Jr. Doug Wilson

Lauren Spinner Beitelspacher Donna Haeger Leroy Robinson, Jr.

A special thank-you to Steven A. Taylor of Illinois State University, Elizabeth Jane

SECTION 2 : UNDERSTANDING THE MARKETPLACE 185

SECTION 3 : TARGETING THE MARKETPLACE 277

SECTION 4 : VALUE CREATION 353

SECTION 5 : VALUE CAPTURE 445

SECTION 6 : VALUE DELIVERY: DESIGNING THE CHANNEL

SECTION 7 : VALUE COMMUNICATION 559

2 DEVELOPING MARKETING STRATEGIES AND A

3 DIGITAL MARKETING: ONLINE, SOCIAL, AND MOBILE 82

4 CONSCIOUS MARKETING, ­C ORPORATE SOCIAL RESPONSIBILITY,

Auto-Graded Exercises in Connect (such as video cases, case analyses,

SECTION 6 : VALUE DELIVERY: DESIGNING THE CHANNEL

2 DEVELOPING MARKETING STRATEGIES AND A

4 CONSCIOUS MARKETING, C ORPORATE SOCIAL RESPONSIBILITY,

7 BUSINESS-TO-BUSINESS M ARKETING 222