Description
MARKETING IN A CHANGING ENVIRONMENT
The importance of marketing has continued to increase as dynamic changes in the environment evolve. As students prepare for careers in a globally competitive digital world, they will need to gain marketing knowledge that will prepare them to be successful. This new edition of Pride and Ferrell Marketing has been revised to engage students and provide the frameworks, concepts, and approaches to decision making that ensure comprehensive understanding of marketing. Our perspective goes beyond learning terminology and concepts to provide decision-making experiences for students through the use of cases, exercises, and debate issues. As students prepare for the new digital world, they also need practice in developing communication skills, especially effective teamwork.
Pride and Ferrell Marketing has been developed to make sure that students receive the most comprehensive overview of marketing available. This means that students using this book should develop respect for the importance of marketing and understand that learning marketing requires in-depth knowledge and the mastering of essential concepts. Therefore, key concepts like digital marketing and social networking, product concepts, integrated marketing communications, and social responsibility and ethics in marketing all are presented in stand-alone chapters. To make this edition more efficient, we have combined our coverage of branding and packaging with our discussion of fundamental product concepts in a single chapter titled “Product Concepts, Branding, and Packaging.”
We also provide numerous ancillary materials to aid in student comprehension of marketing concepts as well as for increasing instructor resources for teaching this important material. Online materials include quizzes, PowerPoint presentations, videos, and flashcards. Our marketing video case series enables students to learn how real-world companies address marketing challenges. Our Interactive Marketing Plan Worksheets and video program provide students with practical knowledge of the challenges and the planning process of launching a new product. Together these revisions and additional materials will assist students in gaining a full understanding of pertinent marketing practices.
Online social networking has become an increasingly powerful tool for marketers. Most discussions about marketing today bring up issues such as how digital media can lower costs, improve communications, provide better customer support, and achieve improved marketing research. All elements of the marketing mix should be considered when using digital media and social networking. We discuss how digital media and social networking tools can create effective digital marketing strategies that can enhance marketing efforts. In addition, the entire book integrates important digital marketing concepts and examples where appropriate.
We have paid careful attention to enhancing all key concepts in marketing and have built this revision to be current and to reflect important changes in marketing. Our book is a market leader because students find it readable and relevant. Our text reflects the real world of marketing and provides the most comprehensive coverage possible of important marketing topics.
Specific details of this extensive revision are available in the transition guide in the Instructor’s Manual . We have also made efforts to improve all teaching ancillaries and student learning tools. PowerPoint presentations continue to be a very popular teaching device, and a special effort has been made to upgrade the PowerPoint program to enhance classroom teaching. The Instructor’s Manual continues to be a valuable tool, updated with engaging in-class activities and projects. The authors and publisher have worked together to provide a comprehensive teaching package and ancillaries that are unsurpassed in the marketplace.
The authors have maintained a hands-on approach to teaching this material and revising the text and its ancillaries. This results in an integrated teaching package and approach that is accurate, sound, and successful in reaching students. The outcome of this involvement fosters trust and confidence in the teaching package and in student learning outcomes. Student feedback regarding this textbook is highly favorable.
Content:
Part 1: Marketing Strategy and Customer Relationships 1
1. An Overview of Strategic Marketing 2
2. Planning, Implementing, and Evaluating Marketing Strategies 30
Part 2: Environmental Forces and Social and Ethical Responsibilities 59
3. The Marketing Environment 60
4. Social Responsibility and Ethics in Marketing 92
Part 3: Marketing Research and Target Market Analysis 125
5. Marketing Research and Information Systems 126
6. Target Markets: Segmentation and Evaluation 160
Part 4: Buying Behavior, Global Marketing, and Digital Marketing 189
7. Consumer Buying Behavior 190
8. Business Markets and Buying Behavior 220
9. Reaching Global Markets 244
10. Digital Marketing and Social Networking 282
Part 5: Product Decisions 315
11. Product Concepts, Branding, and Packaging 316
12. Developing and Managing Products 352
13. Services Marketing 378
Part 6: Distribution Decisions 407
14. Marketing Channels and Supply-Chain Management 408
15. Retailing, Direct Marketing, and Wholesaling 446
Part 7: Promotion Decisions 483
16. Integrated Marketing Communications 484
17. Advertising and Public Relations 514
18. Personal Selling and Sales Promotion 544
Part 8: Pricing Decisions 581
19. Pricing Concepts 582
20. Setting Prices 612
AVAILABLE ONLY ONLINE:
Appendix A: Financial Analysis in Marketing A-1
Appendix B: Sample Marketing Plan B-1
Appendix C: Careers in Marketing C-1