Kerin Marketing

Marketing, 7/e

Roger A. Kerin
Eric N. Berkowitz
Steven W. Hartley
William Rudelius

Site

Part/Chapter/ Appendix #

Title

Change from 6/e

Part One

Initiating the Marketing Process

Developing Customer Relationships and Value through Marketing

Linking Marketing and Corporate Strategies

Appendix A

Creating an Effective Marketing Plan

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Part Two

Understanding Buyers and Markets

Consumer Behavior

Former Ch. 6

Organizational Markets and Buyer Behavior

Former Ch. 7

Reaching Global Markets

Former Ch. 5

Part Three

Targeting Marketing Opportunities

Turning Marketing Information into Action

Former Ch. 9

Identifying Market Segments and Targets

Former Ch. 10

Part Four

Satisfying Marketing Opportunities

Developing New Products and Services

Former Ch. 11

Managing Products and Brands

Former Ch. 12

Managing Services

Former Ch. 13

Building the Price Foundation

Former Ch. 14

Arriving at the Final Price

Former Ch. 15

Appendix B

Financial Aspects of Marketing

Managing Marketing Channels and Wholesaling

Former Ch. 16

Integrating Supply Chain and Logistics Management

Former Ch. 17

Retailing

Former Ch. 18

Integrated Marketing Communications and Direct Marketing

Former Ch. 19

Advertising, Sales Promotion, and Public Relations

Former Ch. 20

Personal Selling and Sales Management

Former Ch. 21

Part Five

Managing the Marketing Process

Implementing Interactive and Multi-Channel Marketing

Former Ch. 8

Pulling It All Together: The Strategic Marketing Process

Appendix C

Planning a Career in Marketing

Appendix D

Alternate Cases

Glossary

Overview

There's a new lead author, but one thing remains the same: MARKETING, 7/e, by Kerin, Berkowitz, Hartley and Rudelius continues to be the most contemporary, cutting-edge text whose content is presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and its package are designed to meet the needs of a wide spectrum of faculty-from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.

Supplements

Kerin et al Marketing Supplements Package

Lecture Preparation Tools

Instructor's Manual: The thoroughly revised Instructor's Manual includes: lecture notes, discussions of the Marketing NewsNet boxes, Web link boxes, Ethics and Social Responsibility Alerts, Internet Exercises, answers to the Applying Marketing Concepts and Applications questions, supplemental lecture notes, teaching suggestions, and detailed information about integrating the other supplements into the course and classroom. 600 pages (0072468866)

Instructor's CD-ROM: The CD-ROM includes the print and electronic supplements, so you have access to all of the supplements on one disk. It also contains the seventh edition Computest package. (0072468874)

Video Case and Appendix D Case Teaching Notes: This is a Media Resource Guide that includes teaching notes for the video cases and alternate cases. 200 pages (0072468858)

New PowerPoint Lecture Presentation Assembly Guide: This printed guide contains a description of all of the individual multimedia assets from which instructors can construct a custom presentation. The assets are organized by chapter and by topic and are contained on the CD-ROM packaged with the guide. This guide also includes instructions on how to import the video, audio, art, photos, and other files into new or existing PowerPoint presentations. 32 pages (0072550651)

Online Updates and Current Events: Adopters can sign up to be emailed weekly updates on material specific to the text, postings of new BW articles, and new Weekly Update Cases, all accompanied with teaching notes and new PowerPoint slides as appropriate. www.mhhe.com/kerin

In-Class Activities Guide in the Instructor’s Survival Kit: This provides you with detailed teaching notes, relevant handouts, props, and products for use in-class to illustrate marketing concepts and encourage student participation and collaboration. Two new activities and props will be offered twice each year to help you keep the course fresh and interactive. (0072468920)

Lecture Presentation Tools

New and Revised Video Case Studies: A unique series of 22 contemporary marketing cases is available on videotape cassettes and on CD-ROM. Each video case corresponds with chapter-specific topics and end-of-chapter case in the text. The video cases feature a variety of organizations and provide balanced coverage of services consumer products, small businesses, Fortune 500 firms, and business-to-business examples. The 7e package includes brand new videos including Flyte Tyme, Nokia, Gogurt, Hard Rock Café, and Ford Consulting and substantially revised/updated videos including Rollerblade, PalmPilot, and Fallon McElligott.

Radically Enhanced PowerPoint Presentation: The seventh edition PowerPoint presentation is completely new and features a high-quality photo and art program (no clipart) including f igure slides re-rendered to be viewable in a large classroom, commercials, product shots, advertisements, and marketing-in-practice shots such as point-of-purchase displays, internet exercise slides, video case slides, slides to support the In-Class Activities, additional in-class exercises, and 44 Video Case Snippets. Two Versions of the presentation will be produced: 1) A fully integrated interactive version that can be used in-class without modification, and 2) A stripped down version containing only the concept and art slides – just the basics into which the instructor can add assets as desired. The presentation and asset database is on a CD-ROM packaged with the PowerPoint Lecture Assembly Guide. (007255066X)

Instructor’s Survival Kit (ISK):In-Class Activities and Product Props in a box!! The ISK box contains: In-Class Activities Guide with learning objectives, transparency masters, appropriate handouts and templates, detailed instructions for conducting the exercise, and product props for use in the classroom to illustrate marketing concepts and encourage student participation and collaboration. Today's students are more likely to learn and be motivated by active, participative experiences than by classic classroom lecture and discussion. The Instructor's Survival Kit contains three specific elements to enhance classroom interaction: (0072468920):

In-class Activities: These "in-class" activities have received extremely positive feedback from our customers - both instructors and students. In-class activities may relate to a specific video case or example from the text or may be totally new. For example, some popular activities from our past editions include brainstorming new advertising ideas for Breathe Right Strips, figuring out features of a better mousetrap, the Coke versus Pepsi taste test, and the "Ethics Quiz." The In-Class Activities Guide is included in the box. (240 pages)
"Props": To help implement the in-class activities and save instructor time, “props” are included in the survival kit, such as labels for the Coke versus Pepsi taste test, the Breathe Right Strips for an in-class product test, and an example of the America Online direct mail software offer.
Sample Products:Marketing 7e utilizes examples of offerings from both large and small firms that will interest today's students. A number of new products are included in the survival kit, such as 3M VHS pull apart strips, when they may be new or unusual to students. Also, when appropriate, sample ads are included among our transparencies.

Instructor Survival Kit Updates: Twice each year, in May and November, 2 new In-Class Activities with related props or sample products and teaching notes will be made available to adopters of the text free of charge. Adopters will be notified via email when these are available and can request these through the Kerin 7e Online Learning Center.

Color Acetates:A set of 200 four-color overhead transparency acetates is available free to adopters on demand. More than 50 percent of these have been developed from information not in the text and include many print advertisements that demonstrate key marketing theories. Each of the acetates containing new material is accompanied by lecture notes to assist integration of this material into lectures.

Assessment Tools

Expanded 5000+ Question Test Bank: Dramatically expanded and improved, the test bank now contains 5000 questions categorized by topic and level of learning (definitional, conceptual, or application). The number of conceptual and application questions has been augmented with over 1000 additional concept and application questions. The Test Bank also includes questions for the video cases and Appendices A, B, and D. A Test Item Table allows instructors to select questions from any section of a chapter at any of the three levels of learning. Our test bank has been developed to provide an accurate and exhaustive source of test items to fit a wide variety of examination styles. The authors have carefully reviewed all new, revised, and existing questions to ensure the highest quality possible. 1100 pages (0072468890)

Expanded Computest Program: This Computest is revised to contain all of the multiple-choice questions from the Test Bank, Web Quizzes, Student CD-ROM, and Study Guide so the instructor can include questions from these supplements in tests and quizzes. This allows you to reward students who go the extra mile and utilize these study aids. The Computest program allows instructors to select any of the questions, make changes if desired, or add new questions - and quickly print out a finished set customized to the instructor's course. (WIN/MAC on Instructor’s CD-ROM-0072468890)

PageOut Quizzes with Instructor Gradebook: Assign quizzes in PageOut to give students incentive to read the text and prepare for class. Grades for each student will automatically post to your class gradebook.

Online Learning Center and Student CD-ROM Quizzes: Helps to prepare students for taking tests: www.mhhe.com/kerin

Student Learning Tools

Print Study Guide: The Study Guide enables the students to learn and apply marketing principles instead of simply memorizing facts for an examination. The Study Guide includes chapter outlines for student note-taking, sample tests, critical thinking questions, and flash cards. (0072469013)

Student CD-ROM: Packaged free-of-charge with every textbook, this CD-ROM contains a Narrated Concept Review for each chapter of the book. This study outline in PowerPoint features all key concepts from the text and 75 narrated reviews of key terms and concepts. It also contains Self Quizzes with Feedback for each chapter, and the new KMT Marketing Planning Software. This high quality commercial software contains detailed planning templates with extensive guidance provided for each section of the plan and includes a well-written marketing plan as an example. This product operates within the Microsoft Office Suite, so students work directly in Word and Excel to create professional looking documents.

Student Online Learning Center:This rich book-specific website contains weekly updated Business Week articles, an interactive Marketing Workshop, lots of self study and quizzing resources, and the Kerin 7e Powerweb resources including Daily News Feed, Weekly Case Updates, Readings in Marketing, PowerSearch research engine, Career Resources, Web Research guidance, and Study Tips.

Business Week Edition Your students can subscribe to Business Week for a specially priced rate of $8.25 in addition to the price of the text. Students will receive a pass code card shrink-wrapped with their new text. The card directs students to a Website where they enter the code and then gain access to Business Week’s registration page to enter address info and set up their print and online subscription as well. Passcode ISBN 007-251530-9.

Wall Street Journal Edition Your students can subscribe to The Wall Street Journal for a specially priced rate of $15.00 in addition to the price of the text. Students will receive a "How To Use the WSJ" handbook plus a pass code card shrink-wrapped with the text. The card directs students to a Website where they enter the code and then gain access to the WSJ registration page to enter address info and set up their print and online subscription, and also set up their subscription to Dow Jones Interactive online for the span of the 10-week period. Passcode ISBN 0072519509.

PowerText: Interactive Multimedia ebook: Powertext is an integrated learning experience that combines the traditional content of a textbook with the media-rich environment of the Internet. The content is designed to appeal to all learning styles, as material is presented through integrated components including text, illustrations, art, video and audio resources, quizzes, interactive critical thinking exercises, career resources, current event news feed, updated articles, research tools, and Web exploration exercises. Students purchase access to PowerText to complement their textbook or as an alternative to buying the printed textbook. (007246903X)

Online resources include:

Interactive Exercises
Internet Exercises
Student Success Materials
Audio/Video/ Animations –online video cases
Additional digital assets from PPT Presentation: Commercials, Adverts, Product shots, PPT of Purchase Displays, etc.
Career Resources
Links of Interest
News Feeds
Weekly Updates
Online Assessment and Self-Quizzing (built into the site)
Additional Readings
Web Explorations

Course Management and Distance Learning Tools

WebCT/BlackBoard/eCollege Content:Content from the Online Learning Center can be made available to adopting Professors for delivery through several course management systems including WebCT, Blackboard, TopClass, or eCollege platforms.

McGraw-Hill’s Knowledge Gateway - The Complete Resource for Teaching Online Courses: McGraw-Hill/Irwin, in partnership with Eduprise, is proud to bring this unique service to instructors. This comprehensive Website contains a wealth of information for any professor interested in teaching online. Level one is available to any instructor browsing our Website. Level two is reserved for McGraw-Hill customers and contains access to free technical and instructional design assistance. For more details, visit http://mhhe.eduprise.com/home.nsf

PageOut: McGraw-Hill’s unique point-and click course website tool, enabling you to create a full-featured, professional quality course website without knowing HTML coding. With PageOut you can post your syllabus online, assign McGraw-Hill Online Learning Center or eBook content, add links to important off-site resources, and maintain student results in the online grade book. You can send class announcements, copy your course site to share with colleagues, and upload original files. PageOut is free for every McGraw-Hill/Irwin user and, if your short on time, we even have a team ready to help you create your site!

Primis Online: McGraw-Hill/Primis Online'sdigital database offers you the flexibility to customize your course including material from the largest online collection of textbooks, readings, and cases. Primis leads the way in customized eBooks with hundreds of titles available at prices that save your students over 20% off bookstore prices. Additional information is available at 800-228-0634.

Kerin/Berkowitz 7e Online Learning Center (OLC) With PowerWeb

http://www.mhhe.com/kerin This completely new text-specific site contains a treasure trove of features for both instructor and Student. The innovative OLC now contains the best features found in PowerWeb:

Information Center: Table of Contents, About the Author, Preface, What’s New, Feature Summary, Supplement List, PowerText Online Demo, Distance Learning Platform Content Demo, PageOut

Instructor’s Center: “Ask the Authors”, Lecture Outlines, Lecture Extensions, PowerPoint Download Center, Content Updates and Current Events, New Instructor Survival Kit Items

Student Center With PowerWeb:

Student Resources: Business Week Updates, Narrated Concept Review, Interactive Concept Application Exercises, Internet Exercises, Key Term Flash Cards, Chapter Weblinks, Self-Quizzes with Feedback, Online Video Cases

Kerin 7e PowerWeb: Daily News Feed, Weekly Case Updates, Readings in Marketing, PowerSearch Current Journals and Periodicals, Career Resources, Web Research, Study Tips

Book Preface

Dynamic... Exciting... Challenging... and Surprising! The 21st century is an extraordinary time for instructors, students, and managers to be involved in the field of marketing. Virtual advertising, multi-channel retailing, eCRM, cashless vending, everyday fair pricing, online coupons, data mining, and brand equity are just a few of the many indications that marketing is racing into a new era. At the same time, many traditional elements of the discipline such as segmentation, new product development, and pricing are growing in importance and use. The combination of the contemporary and the traditional elements of marketing create a truly exceptional topic to study and understand. We appreciate the opportunity to share our enthusiasm for the field with you and welcome you to your introduction to marketing!

The Seventh Edition of Marketing is the result of a detailed and rigorous development process designed to provide customer value in several ways. First, we continue to use the active-learning approach that has been the foundation of our previous editions. Second, we have incorporated many new examples, tools, and design elements that are consistent with the learning styles of today's students. Third, we have added, deleted, and modified topics and content based on our own expertise and the advice of many knowledgeable reviewers. Finally, we have invested in the most effective of the many evolving educational technologies. Overall, the Seventh Edition of Marketing represents our efforts to guarantee the high quality of previous editions and to continue our tradition of growth and improvement.

We are gratified by the growing interest in our approach to the study of marketing. Feedback from students and instructors from around the world continues to reinforce our pedagogical style. The text and its translations and adaptations are now used extensively throughout the United States, and in Canada, Poland, Russia, China, and many other countries. We hope that you will enjoy the text and your exploration of the knowledge, skills, and tools of the marketing discipline!

DISTINCTIVE FEATURES OF OUR APPROACH

The innovative pedagogical approach we developed through our own classroom experiences was introduced in the first edition in 1986. While each new edition has offered new content, cases, and examples to reflect changes in the marketing discipline and the marketplace, the distinctive features of our approach have remained as the foundation of the text and the supporting supplements. The features which you may recognize from previous editions and which are prominent in this edition include:

An easy-to-read, high-involvement, interactive writing style that engages students through active learning techniques, timely and interesting examples, and challenging applications.
A vivid and accurate description of businesses and marketing professionals-through cases, exercises, and testimonials-that allows students to "personalize" marketing and identify possible career interests and role models.
The use of extended examples, involving people making marketing decisions, that students can easily relate to text concepts and that emphasize a decision-making orientation.
Comprehensive and integrated coverage of traditional and contemporary scholarly concepts illustrated through relevant practitioner-related literature.
A rigorous pedagogical framework based on the use of learning objectives, concept checks, key words, chapter summaries, and supportive student supplements such as the Student CD-ROM and Study Guide.
A package of support materials to accommodate a wide variety of instructor teaching styles and student learning styles.

Feedback from many of the 2,500 instructors and 600,000 students who have used our text and package in the past has encouraged us to build on these strengths as we developed the seventh edition of Marketing.

NEW AND REVISED CONTENT

The Role of the Internet and Technology in Marketing Today: Marketing, 7/e recognizes that the Internet and other digital technologies provide us with powerful new tools that can greatly enhance communication and commerce. From cover to cover, Marketing, 7e integrates coverage of e-Commerce topics such as e-marketplaces, dynamic pricing, viral marketing, permission marketing, personalization, multi-channel retailing, eCRM, collaborative commerce, file sharing and peer-to-peer communication, cyberservices, Internet appliances, interactive television, online secondary data sources, and virtual advertising.
New Chapter 21: "Implementing Interactive and Multichannel Marketing": This new chapter provides a framework for how to think about and implement marketing strategy in an Internet/Web-enabled marketspace. Emphasis is placed on interactive marketing practice and the growing application of multi-channel marketing. Students will also find this chapter of interest because they will see how important it is for companies to forge collaborative channel relationships to improve their global market competitiveness.
Consumer Behavior and Organizational Behavior Chapters Earlier in Text: In response to reviewer feedback the global chapter has been moved to follow the behavior chapters allowing earlier coverage of these key chapters (now Chapters 5 and 6).
Increased Emphasis on Customer Value: Chapter 1 presents an enhanced emphasis on customer value, the role of brands and how they make firms accountable to consumers, new products, the breadth of marketing and how it is used by many types of organizations, and a complete update of Rollerblade's marketing program.
Updated Overview of the Marketing Environment: Chapter 3 now includes a discussion of Napster's dramatic impact on the music industry; an introduction to current electronic business technologies including the Internet, the World Wide Web, e-Commerce, and the growth of collaborative commerce; the shifting age distribution of the population; and the changing attitudes and roles of women.
Updated CB Coverage: Chapter 5 includes new examples related to the stages of the consumer-decision process; new discussions of customer satisfaction and retention, and marketing strategies for high- and low-involvement products; and an updated discussion of VALS profiles.
New Organizational Buying Coverage: Chapter 6 features new sections on online buying in organizational markets, e-marketplaces, and online auctions.
Updated Global Coverage: Chapter 7 includes discussions of the emergence of a networked global marketspace, the influence of the World Trade Organization on the global rules of trade between nations, and important differences in the economic infrastructures of China, India, Eastern Europe, and the countries of the former Soviet Union. Discussions of global regulatory influences, such as the Economic Espionage Act and the Foreign Corrupt Practices Act, have been updated to reflect the latest regulatory changes.
Expanded Coverage of Marketing Research Technology: Chapter 8 opens with an exciting example-the Lord of the Rings movie trilogy-and introduces up-to-date and comprehensive coverage of online databases and Internet resources. The chapter also includes new discussions of creative research techniques such as hiring "cool hunters" to identify important cultural trends, and new coverage of Internet and fax survey techniques, data mining, and the impact of research on marketing actions.
Expanded Segmentation, Positioning, and Customization Material: Chapter 9 includes coverage of the mass customization of shoes at Customatix.com, Apple's segmentation strategy, the chocolate milk positioning challenge, and updated coverage of product-market grids.
Updated Coverage of Brand Equity: Chapter 11 now includes the Customer-based Brand Equity Pyramid, which helps explain the relationship between brand awareness and how consumers think and feel about a brand. This helps students understand how the added value of a brand name gives a product competitive and price advantage.
Updated Channels Coverage: Chapter 15 includes new material and examples related to multiple channels of distribution, strategic alliances, vertical marketing, exclusive distribution, slotting allowances, and satisfying buyer requirements that show students how marketing channels are a necessity as a company builds sustainable market value.
Updated Supply Chain and Logistics Coverage: Chapter 16 features current examples, such as "Dell Computer Corporation: A Responsive Supply Chain," and "Wal-Mart, Inc.: An Efficient Supply Chain," and current topics, such as "Information's Role in Supply Chain Responsiveness and Efficiency." Reverse logistics are used to explain the role of supply chains and logistics management in marketing and how a firm balances distribution costs against the need for effective customer service.
Updated Retailing Coverage: Chapter 17 offers a new discussion of the repositioning of Target as an "upscale discount store," updated coverage of the global expansion of many retailers and e-tailers, and popular retail formats such as franchising. In addition, the chapter provides coverage of important new technologies, including cashless vending systems and interactive television shopping, as well as new concepts, such as everyday fair pricing and multi-channel retailing.
Updated Advertising Coverage: Chapter 19 now includes virtual advertising, interactive television, satellite radio, as well as Internet advertising. Up-to-date examples of the latest forms of promotion, including sweepstakes, product placement, and online coupons are also provided.

ORGANIZATION

The seventh edition of Marketing is divided into five parts. Part 1, "Initiating the Marketing Process," looks first at what marketing is and how it creates customer value and customer relationships (Chapter 1). Then Chapter 2 provides an overview of the strategic marketing process that occurs in an organization-which provides a framework for the text. Appendix A provides a sample marketing plan as a reference for students. Chapter 3 analyzes the five major environmental factors in our changing marketing environment, while Chapter 4 provides a framework for including ethical and social responsibility considerations in marketing decisions.

Part 2, "Understanding Buyers and Markets," first describes, in Chapter 5, how individual consumers reach buying decisions. Next, Chapter 6 looks at organizational buyers and how they make purchase decisions. And finally, in Chapter 7, the nature and scope of world trade and the influence of cultural differences on global marketing practices are explored.

In Part 3, "Targeting Marketing Opportunities," the marketing research function and how information about prospective consumers is linked to marketing strategy and decisions is discussed in Chapter 8. The process of segmenting and targeting markets and positioning products appears in Chapter 9.

Part 4, "Satisfying Marketing Opportunities," covers the four Ps-the marketing mix elements. The product element is divided into the natural chronological sequence of first developing new products and services (Chapter 10) and then managing the existing products (Chapter 11) and services (Chapter 12). Pricing is covered in terms of underlying pricing analysis (Chapter 13), followed by actual price setting (Chapter 14), and Appendix B, Financial Aspects of Marketing. Three chapters address the place (distribution) aspects of marketing: Managing Marketing Channels and Wholesaling (Chapter 15), Integrating Supply Chain and Logistics Management (Chapter 16), and Retailing (Chapter 17). Retailing is a separate chapter because of its importance and interest as a career for many of today's students. Promotion is also covered in three chapters. Chapter 18 discusses integrated marketing communications and direct marketing, topics that have grown in importance in the marketing discipline recently. The primary forms of mass market communication-advertising, sales promotion, and public relations-are covered in Chapter 19. Personal selling and sales management is covered in Chapter 20.

Part 5, "Managing the Marketing Process," discusses issues and techniques related to interactive marketing technologies and the strategic marketing process. Chapter 21 describes how interactive technologies influence customer value and the customer experience through context, content, community, customization, connectivity, and commerce. Chapter 22 expands on Chapter 2 to describe specific techniques and issues related to blending the four marketing mix elements to plan, implement, and control marketing programs.

The book closes with several useful supplemental sections. Appendix C, "Planning a Career in Marketing," discusses marketing jobs and how to get them, and Appendix D provides 22 alternate cases. In addition, a detailed glossary and three indexes (name, company/product, and subject) complete the book.

Sample Chapter

Sample Chapter 1 (525.0K) Our Server

Sample Chapter 5 (644.0K) Our Server

Updates

Table of Contents

Overview

Supplements

Book Preface

Sample Chapter

Updates

Business Week Updates