Division: Higher Education
Pub Date: APR-13
: In Stock
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|About the book|
Built on a strong foundation, Basic Marketing 18e with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent “best practices,” and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
Basic Marketing fits the Principles of Marketing course, also known as Introduction to Marketing, at both 2-year and 4-year schools. It is usually the very first Marketing course taken. Basic Marketing is appropriate for the undergraduate curriculum or the first marketing course in the MBA curriculum.
New! LearnSmart is now available within Connect® Marketing, and ensures your students are learning faster, studying more efficiently, and retaining more knowledge. It pinpoints concepts the student does not understand and maps out a personalized study plan for success. Based on students' self-diagnoses of their proficiency, LearnSmart intelligently provides students with a series of adaptive questions. This provides students with a personalized one-on-one tutor experience.
Updated! Interactive Applications for each chapter of the textbook that allow students to practice real business situations, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report. Detailed results let instructors see at a glance how each student performs and easily track the progress of every student in their course.
Interactive Blog: The authors have developed a blog (Teach the 4 Ps, www.teachthe4ps.com) tied to the text’s monthly newsletters where instructors can access videos, cases, and current articles to use in class discussion. The blog is continuously updated and features a comments section where professors can interact with the authors and each other. A student version, Learn the 4 Ps (www.learnthe4ps.com), is also available.
New Cases: In order to keep the course material fresh, all of the cases at the back of the book have been updated, edited, revised, and/or replaced with new ones.
New Videos: Eight new full-length videos and video cases for use in class—to increase student involvement. These are in addition to the more than 135 video clips and 27 full-length videos that already exist with the text.
Expanded coverage of the latest topics in marketing, including:
- The evolution of media including mobile advertising, blogs, social media like Facebook, and various forms of advertising on the Internet
- The role and process of customers’ search for information on the Internet—and its implications for marketing strategy
- The influence of word-of-mouth and how it has changed in the era of the Internet and customer review sites
- The needs of customers in emerging markets and developing countries—and how some organizations are meeting those customer needs
- The use of innovation and idea generation for new products and marketing mix elements—and how they’ve become key sources of competitive advantage
- The evolving nature of retailing on the Internet—as firms better understand what works and what doesn’t—and successful strategies that have emerged
- Lifetime customer value and customer equity
- The use of online tools like customer communities in the marketing research process
- Effective e-commerce innovations and changes in marketing over the Internet
- The costs and benefits of different approaches for customer acquisition and retention
- Relationship building in marketing
- Customer service and customer retention
- Ethical issues and the social impacts of marketing and macro-marketing
- The importance of providing superior customer value as the means to achieve customer satisfaction and competitive advantage
- Uses of the Internet and other technology in organizational buying
- Low-cost methods for conducting marketing research and the use of specialized search engines.
- The increasing emphasis on design in product development
- The circumstances when using direct channels of distribution make sense—and how to manage channel conflict that might come about when direct and indirect channels are used in combination
- Increasing customer use of multiple channels in shopping and how firms respond with and manage multichannel distribution approaches.
- Promotional campaigns that use viral communications to generate “buzz” among consumers
- New and emerging applications of customer relationship management databases and tools
New Features to the supplements package include:
- The development and constant updating of the “Teach the 4 Ps” blog for instructors – www.teachthe4ps.com.
- The development and constant updating of the “Learn the 4 Ps” blog for students – www.learnthe4ps.com.
- The development and regular posting of Twitter “tweets” @teachthe4ps.
- The development and regular updating of a Facebook page for students.
- PowerPoint presentations that have been completely updated and revised—including the addition of short video clips in each chapter—thereby reducing instructor preparation and increasing student interest.
- A completely updated test bank of more than 5,000 questions—with hundreds of completely new questions—all written and edited by the authors.
- An updated software interface for the computer-aided problems—to make them even easier for students to use.
- An updated Marketing Plan Coach that has been converted to html and moved online.
To purchase an eBook version of this title, visit www.CourseSmart.com (ISBN: 9780077512507). With the CourseSmart eTextbook version of this title, students can save money, reduce their impact on the environment, and access powerful web tools for learning. Faculty can also review and compare the full text online without having to wait for a print desk copy.
Practice Marketing is an online, interactive learning environment that simulates the full marketing mix including market segmentation, product, pricing, promotion, and place. Using knowledge built in the Principles of Marketing course, students become a marketing manager in a company entering the backpack market. By making decisions and seeing the results, players get feedback on their actions, and learn by doing. Players then review and can amend their decisions to react to their competitors’ decisions. Powerful assessment, reporting, and debriefing tools complement this educational process. To learn more, go to www.mhpractice.com.
MHCampus™: McGraw-Hill Campus™ is a new one-stop teaching and learning experience available to users of any learning management system. This institutional service allows faculty and students to enjoy single sign-on (SSO) access to all McGraw-Hill Higher Education materials, including the award winning McGraw-Hill Connect platform, from directly within the institution’s website. McGraw-Hill Campus™ provides faculty with instant access to all McGraw-Hill Higher Education teaching materials (e.g. eTextbooks, test banks, PowerPoint slides, animations and learning objects, etc), allowing them to browse, Search, and use any instructor ancillary content in our vast library at no additional cost to instructor or students. Students enjoy SSO access to a variety of free (e.g. quizzes, flash cards, narrated presentations…etc.) and subscription based products (e.g. McGraw-Hill Connect). With this program enabled, faculty and students will never need to create another account to access McGraw-Hill products and services. Learn more at www.mhcampus.com.
Connect® Marketing is an online assignment and assessment solution that connects students with the tools and resources they’ll need to achieve success. McGraw-Hill Connect Marketing helps prepare students for their future by enabling faster learning, more efficient studying, and higher retention of knowledge. Connect Marketing offers you and your students powerful tools and features that optimize your time and energies, enabling you to focus on course content, teaching, and student learning. Connect Marketing also offers a wealth of content resources for both instructors and students. This state-of-the-art, thoroughly tested system supports you in preparing students for the world that awaits.
Connect Plus® Marketing gives students access to an integrated, media-rich eBook, allowing for anytime, anywhere access to the textbook. With each homework problem directly mapped to the topic in the book, the student is only one click away from the textbook. The eBook also includes a powerful search function that allows students to quickly scan the entire book for relevant topics. To order Connect Plus in a bundle with the book, order (ISBN: 9780077801946). Connect Plus is also available as a standalone access card, available for bookstore purchase with (ISBN: 9780077512460), or directly online.
The Four Ps. Clear interesting and authoritative coverage of all the basics of marketing, organized using the four Ps framework and a managerial strategy planning focus.
Marketing Strategy Process Planning Model. We have enhanced the clarity of content organization through this model which shows how each chapter’s material fits into the “big picture.” This builds on a long-time strength of Basic Marketing, helping students integrate key marketing concepts.
Integration of Special Topics. Careful incorporation of special topics such as e-commerce, marketing relationships, ethics and social responsibility, marketing over the Internet, and the marketing of services. These concepts cut across the marketing fabric and must be understood in this broader context for effective marketing strategy planning.
Comprehensive Supplements. A flexible set of teaching and learning materials that help instructors meet their objectives and students efficiently learn marketing concepts.
Author Commitment. Maintains an author team dedicated to continuous quality improvement that meets student and instructor needs.
Beneficial Web Resources. Internet exercises that are more than an excuse to go to the web – they demonstrate key concepts from each chapter.
CREATE, our Custom Textbook Option Craft your teaching resources to match the way you teach! With McGraw-Hill Create, www.mcgrawhillcreate.com, you can easily rearrange chapters, combine material from other content sources, and quickly upload content you have written like your course syllabus or teaching notes. Find the content you need in Create by searching through thousands of leading McGraw-Hill textbooks. Arrange your book to fit your teaching style. Create even allows you to personalize your book’s appearance by selecting the cover and adding your name, school, and course information. Order a Create book and you’ll receive a complimentary print review copy in 3–5 business days or a complimentary electronic review copy (eComp) via email in about one hour. Go to www.mcgrawhillcreate.com today and register. Experience how McGraw-Hill Create empowers you to teach your students your way.
Assurance of Learning Ready
Many educational institutions today are focused on the notion of assurance of learning, an important element of some accreditation standards. Basic Marketing is designed specifically to support your assurance of learning initiatives with a simple, yet powerful solution. Each test bank question for Basic Marketing maps to a specific chapter learning outcome/objective listed in the text. You can use our test bank software, EZ Test and EZ Test Online, or in Connect Marketing to easily query for learning outcomes/objectives that directly relate to the learning objectives for your course. You can then use the reporting features of EZ Test to aggregate student results in similar fashion, making the collection and presentation of assurance of learning data simple and easy.
Marketing Plan Pro – The most widely used marketing plan software program in the industry, and it includes everything students need to create professional, complete, and accurate marketing plans. Marketing Plan Pro can be packaged with Basic Marketing, Nineteenth Edition for a nominal fee.
Marketer’s Showdown IM: Offering more experiential learning opportunities, this online, interactive video case program puts students in the middle of dynamic marketing strategy decision-making with real marketers. Nine cases focus on up-to-the-minute issues in the music, automotive, and soft drink industries. In the Instructor Manual, we include case information and offer some suggested objective questions (multiple choice and true/false) and discussion questions for your use.
Tegrity Campus is a service that makes class time available all the time by automatically capturing every lecture in a searchable format for students to review when they study and complete assignments. With a simple one-click start and stop process, you capture all computer screens and corresponding audio. Students can replay any part of any class with easy-to-use browser-based viewing on a PC or Mac. Tegrity Campus is available stand-alone or within Connect.
Blackboard Partnership – McGraw-Hill and Blackboard have teamed up to simplify your life. Now you and your students can access Connect and Create right from within your Blackboard course – all with one single sign-on. The gradebooks are seamless, so when a student completes an integrated Connect assignment, the grade for that assignment automatically (and instantly) feeds your Blackboard grade center. Learn more at www.domorenow.com.
|Table of contents|
Chapter 1: Marketing’s Value to Consumers, Firms, and Society
Chapter 2: Marketing Strategy Planning
Chapter 3: Evaluating Opportunities in the Changing Marketing Environment
Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5: Demographic Dimensions of Global Consumer Markets
Chapter 6: Final Consumers and Their Buying Behavior
Chapter 7: Business and Organizational Customers and Their Buying Behavior
Chapter 8: Improving Decisions with Marketing Information
Chapter 9: Elements of Product Planning for Goods and Services
Chapter 10: Product Management and New-Product Development
Chapter 11: Place and Development of Channel Systems
Chapter 12: Distribution Customer Service and Logistics
Chapter 13: Retailers, Wholesalers, and Their Strategy Planning
Chapter 14: Promotion—Introduction to Integrated Marketing Communications
Chapter 15: Personal Selling and Customer Service
Chapter 16: Advertising, Publicity, and Sales Promotion
Chapter 17: Pricing Objectives and Policies
Chapter 18: Price Setting in the Business World
Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution
Chapter 20: Managing Marketing’s Link with Other Functional Areas
Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A: Economics Fundamentals
Appendix B: Marketing Arithmetic
Appendix C: Career Planning in Marketing