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MARKETING 12/e Roger A. Kerin Southern Methodist University Steven W.
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Hartley University of Denver William Rudelius University of Minnesota MARKETING, TWELFTH EDITION Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2015 by McGraw-Hill Education. All rights reserved. Printed in the United States of America.
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Previous editions © 2013, 2011, and 2009. 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 Education, 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.
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This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 DOW/DOW 1 0 9 8 7 6 5 4 ISBN MHID 978-0-07-786103-2 0-07-786103-5 Senior Vice President, Products & Markets: Kurt L. Strand Vice President, Content Production & Technology Services: Kimberly Meriwether David Managing Director: Paul Ducham Executive Brand Manager: Sankha Basu Executive Director of Development: Ann Torbert Development Editor: Sean M. Pankuch Development Editor: Gina Huck Siegert Marketing Manager: Donielle Xu Director, Content Production: Terri Schiesl Content Project Manager: Christine A. Vaughan Senior Buyer: Carol A.
Bielski Design: Matthew Baldwin Cover Image: © Getty Images/Mike Theiss Content Licensing Specialist: Joanne Mennemeier Typeface: 10.5/12 Times Roman Compositor: Aptara®, Inc. Donnelley All credits appearing on page or at the end of the book are considered to be an extension of the copyright page. Library of Congress Cataloging-in-Publication Data Kerin, Roger A. Marketing/Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver, William Rudelius, University of Minnesota.—Twelfth edition.
Pages cm Includes index. ISBN-13: 978-0-07-786103-2 (alk. Paper) ISBN-10: 0-07-786103-5 (alk. Hartley, Steven William. Rudelius, William. HF5415.M 658.8—dc848 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 Education, and McGraw-Hill Education does not guarantee the accuracy of the information presented at these sites.
Www.mhhe.com THORS A MESSAGE FROM THE AU world of marketing! You y to learn about the exciting rne jou r you in p ste t nex discipline. Changes in Welcome to the e to become involved in the tim ic am dyn re mo a sen cho related to social media could not have recovery, new technologies mic no eco an at s ort eff, related to privacy and consumers’ values and increasing regulation, on titi pe com l ba glo cs, nges every day. In addiand data analyti rketing environment that cha ma a to ng uti trib con all rket and governance e-commerce are and democracy and other ma ism ital cap en twe be ips nsh ok that helps you navition, the relatio thrilled to provide a textbo are We. Idly rap g lvin evo nths, and possibly your perspectives are g during the next several mo tin rke ma ng dyi stu of s ge gate the challen e focused on three imporentire career! Tional learning resources hav ep exc h wit you e vid pro to ip, and Innovation. We Our efforts nts: Engagement, Leadersh me ple sup its and t tex the ctors and can contribute tant elements of ential to students and instru ess is nts me ele se the of h gration of the many combelieve that eac ise while facilitating the inte ert exp ting rke ma of nt me to the develop ers, and instructors have plexities of marketing.
Thousands of students, manag h wit s nce erie exp r Ou nt. And universities around Engageme ects of education in colleges asp ant ort imp into ts igh ins rent materials are essential to given us many volvement, real-life, and cur h-in hig, ive act le, mp exa ucation must embrace a the globe.
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And 18 international editions ns itio ed. U.S 12 h oug Thr sentation of new ideas, Leadership. In the development and pre role ip rsh de lea a ing tak to ont of coverage of ethics, been committed rketing.
We are at the forefr ma in es ctic pra and es, ori and metrics, and new reprinciples, the dia, marketing dashboards me ial soc y, log hno tec ty, bili variety of companies, insocial responsi ctives from an extraordinary spe Per. Line cip dis ting rke create learning resources search in the ma integrated in our package to are ies ntr cou and cs, blo g dustries, tradin leaders in marketing. In our text and its supplethat help students become our efforts to use innovation in nt ge dili en be e hav We le, we have included QR Innovation. Of today’s students. For examp les sty g rnin lea ny ma the ess to online materials; ments to serve each chapter to allow easy acc of ns rgi ma the in es cod ) uipment, Secret Deodorant, (quick response Greek Yogurt, X-1 audio eq ani ob Ch ut abo s eo vid service, and made them we added new m, and StuffDOT social loyalty bal lip ex rm Ca b, clu cer soc of text, PowerPoint, and the LA Galaxy increased the visual impact we and s; link ing am stre h available throug visual learning styles. Plements create a unique testing materials to facilitate ects of Marketing and its sup asp er oth ny ma and se the e share our interests, inWe believ to have this opportunity to ited exc y ver are we and e, studies.
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Welcome to the learning packag e you enjoy your marketing hop We. You h wit s nce erie sights, and exp Roger A. Kerin 12th edition of Marketing! Hartley William Rudelius iii PREFACE Marketing utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below: Rigorous Framework A pedagogy based on the use of learning objectives, learning reviews, learning objectives reviews, and supportive student supplements. High-Engagement Style Easy-to-read, highinvolvement, interactive writing style that engages students through active learning techniques.
Marketing, 12/e Traditional and Contemporary Coverage Comprehensive and integrated coverage of traditional and contemporary marketing concepts. Pedagogical Approach Integrated Technology The use of powerful technical resources and learning solutions, such as Connect, LearnSmart, SmartBook; www.kerin.tv, www.kerinmarketing.com, and QR codes. Personalized Marketing A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests. Marketing Decision Making The use of extended examples, cases, and videos involving people making marketing decisions. The goal of the 12th edition of Marketing is to create an exceptional experience for today’s students and instructors of marketing. The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.
Iv ENGAGEMENT The members of this author team have benefited from extraordinary experiences as instructors, researchers, and consultants, as well as the feedback of users of previous editions of Marketing—now more than one million students! The authors believe that success in marketing education in the future will require the highest levels of engagement. They ensure engagement by facilitating interaction between students and four learning partners— the instructor, other students, businesses, and the publisher.
Some examples of high-engagement elements of Marketing include: In-Class Activities. These activities are designed to engage students in discussions with the instructor and among themselves.
They involve surveys, online resources, out-ofclass assignments, and personal observations. Each activity illustrates a concept from the textbook and can be done individually or as a team. Examples include: Designing a Candy Bar, Marketing Yourself, Pepsi vs. Coke Taste Test, and What Makes a Memorable TV Commercial? Interactive Web Page and Blog (www.kerinmarketing.
Students can access recent articles about marketing and post comments for other students. The site also provides access to the videos and a Marketing Twitter feed! BUILDING YOUR MARKETING PLAN If your iinstructor t t assigns i a marketing k ti plan l ffor your class, l don’t make a face and complain about the work—for two special reasons. First, you will get insights into trying to actually “do marketing” that often go beyond what you can get by simply reading the textbook.
Second, thousands of graduating students every year get their first job by showing prospective employers a “portfolio” of samples of their written work from college—often a marketing plan if they have one. This can work for you. This “Building Your Marketing Plan” section at the end of each chapter suggests ways to improve and focus your marketing plan. You will use the sample marketing plan in Appendix A (following Chapter 2) as a guide, and this section after each chapter will help you apply those Appendix A ideas to your own marketing plan. The first step in writing a good marketing plan is to have a business or product that enthuses you and for which you can get detailed information, so you can avoid Building Your Marketing Plan. The Building Your Marketing Plan guides at the end of each chapter are based on the format of the Marketing Plan presented in Appendix A. On the basis of self-study or as part of a course assignment, students can use the activities to organize interactions with businesses to build a marketing plan.
Students and employers often suggest that a well-written plan in a student’s portfolio is an asset in today’s competitive job market. Online Learning Center (www.kerin.tv). The Online Learning Center provides a connection between students and the text publisher, McGraw-Hill Education. The Learning Center provides Marketing Dashboard practice activities, QR code links, video case transcripts, links to stream the video cases, and PowerPoint presentations and quizzes for each chapter. The center also offers “Help” and “Feedback” functions.
V LEADERSHIP The popularity of Marketing in the United States and around the globe is the result, in part, of the leadership role of the authors in developing and presenting new marketing content and pedagogies. For example, Marketing was the first text to integrate ethics, technology, and interactive marketing.
It was also the first text to develop custom-made videos to help illustrate marketing principles and practices and bring them to life for students as they read the text.