Daddy Goes First

Gain the understanding you need to think and act like a marketer the most current principles of marketing resource -- Pride/Ferrell�s FOUNDATIONS OF MARKETING 9E with MindTap. This edition blends marketing fundamentals with discussions of the latest topics and trends reshaping marketing. You'll examine the power of market research, analytics, and the impact of artificial intelligence while introducing social media, digital marketing, ethics, globalization, and marketing technology interface. Updated intriguing visuals, timely content, real cases, and fascinating videos work with the engaging presentation to put principles into practice in today's fast-paced business world. MindTap, today's leading digital platform helps you reinforce concepts to learn, apply, and study them in interactive marketing scenarios to build confidence and elevate performance. Cover Dedication Brief Contents Contents Preface Acknowledgments About the Authors Part 1: Strategic Marketing and Its Environment Chapter 1: Customer-Driven Strategic Marketing Marketing Insights: Whole Foods Is the Whole Package 1-1: Defining Marketing 1-2: Marketing Deals with Products, Price, Distribution, and Promotion 1-3: Marketing Creates Value Disruptive Marketing: COVID-19 Mixes Up the Marketing Mix 1-4: Marketing Occurs in a Dynamic Environment 1-5: Understanding the Marketing Concept 1-6: Customer Relationship Management 1-7: The Importance of Marketing in Our Global Economy Integrity in Marketing: Warby Parker Eyes Up the Optical Industry Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 1: Apple Inc.: The Future of Retailing, Education, and Entertainment Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies Marketing Insights: Kroger’s Strategy Emphasizes Digital Customer Experience 2-1: The Strategic Planning Process 2-2: Establishing Organizational Mission, Goals, and Strategies Creative Marketing: Ready to Rent and Ride? The Sharing Economy Adds Scooters 2-3: Assessing Organizational Resources and Opportunities Integrity in Marketing: “Museum” or Museum? 2-4: Developing Marketing Objectives and Marketing Strategies 2-5: Managing Marketing Implementation 2-6: Evaluating Marketing Strategies 2-7: Creating the Marketing Plan Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 2: Inside Tesla’s Strategy for Growth Chapter 3: The Marketing Environment, Social Responsibility, and Ethics Marketing Insights: Fighting Fair: Microsoft Embraces the Competition 3-1: The Marketing Environment 3-2: Competitive Forces 3-3: Economic Forces 3-4: Political Forces 3-5: Legal and Regulatory Forces 3-6: Technological Forces 3-7: Sociocultural Forces 3-8: Social Responsibility and Ethics in Marketing Integrity in Marketing: Does WeWork Still Work? Creative Marketing: Evrnu Changes Clothes 3-9: Incorporating Social Responsibility and Ethics into Strategic Planning Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 3: Apple vs. Samsung: Gloves Are Off Part 2: Marketing Research and Target Markets Chapter 4: Marketing Research and Analytics Marketing Insights: Marketing Analytics Makes Cents 4-1: The Importance of Marketing Research 4-2: Types of Research 4-3: The Marketing Research Process Entrepreneurship in Marketing: Big Data Goes Big Time at Six Spoke 4-4: Marketing Analytics Disruptive Marketing: Artificial Intelligence Makes for Smarter Advertising 4-5: Issues in Marketing Research Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 4: Picture Perfect: How Instagram Uses Big Data Chapter 5: Target Markets: Segmentation and Evaluation Marketing Insights: Legoland: Small Bricks, Big Attendance 5-1: What Are Markets? 5-2: Target Market Selection Process 5-3: Step 1: Identify the Appropriate Targeting Strategy 5-4: Step 2: Determine Which Segmentation Variables to Use Disruptive Marketing: Jiminy Crickets: Are Chirps Chips the Snack of the Future? Entrepreneurship in Marketing: SpotHero Helps Drivers Spot Parking Spots 5-5: Step 3: Develop Market Segment Profiles 5-6: Step 4: Evaluate Relevant Market Segments 5-7: Step 5: Select Specific Target Markets 5-8: Developing Sales Forecasts Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 5: How Nike Uses Targeting in the High-Stakes Race for Sales Part 3: Customer Behavior and E-Marketing Chapter 6: Consumer Buying Behavior Marketing Insights: For a Hot and Fast Breakfast, “Just Crack An Egg” 6-1: Consumer Buying Decision Process 6-2: Types of Consumer Decision Making and Level of Involvement 6-3: Situational Influences on the Buying Decision Process 6-4: Psychological Influences on the Buying Decision Process Integrity in Marketing: Recycling, Zara Style Entrepreneurship in Marketing: Peloton Markets Fitness on Demand 6-5: Social Influences on the Buying Decision Process 6-6: Consumer Misbehavior Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 6: The Campbell Soup Company Cooks Up New Marketing Chapter 7: Business Markets and Buying Behavior Marketing Insights: Amazon Business Builds a Big Business by Serving Businesses of All Sizes 7-1: Business Markets 7-2: Industrial Classification Systems 7-3: Dimensions of Business Customers and Business Transactions Disruptive Marketing: Small Businesses Get Wow-Size Orders from Airlines 7-4: Business Buying Decisions Creative Marketing: Inside IBM’s Social Media Success 7-5: Reliance on the Internet and Other Technology Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 7: Salesforce.com Uses Dreamforce to Reach Business Customers Chapter 8: Reaching Global Markets Marketing Insights: Chinese Airlines Take Off 8-1: The Nature of Global Marketing Strategy 8-2: Environmental Forces in Global Markets Integrity in Marketing: Sseko: Designed for Success Disruptive Marketing: Cha-Ching: M-Pesa Revolutionizes Mobile Payments 8-3: Regional Trade Alliances, Markets, and Agreements 8-4: Modes of Entry into International Markets 8-5: Customization versus Globalization of International Marketing Mixes Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 8: Alibaba and Global e-Commerce: Should Amazon Be Afraid? Chapter 9: Digital Marketing and Social Networking Marketing Insights: Amazon in a Real Fight Against Fakes 9-1: Defining Digital Marketing 9-2: Growth and Benefits of Digital Marketing 9-3: Types of Consumer-Generated Marketing and Digital Media Creative Marketing: Beauty Company ipsy Has It in the Bag 9-4: Monitoring Digital Media Behaviors of Consumers 9-5: E-Marketing Strategy 9-6: Ethical and Legal Issues Integrity in Marketing: Anti-Social Media: Facebook Faces Privacy Concerns Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 9: JD.com: Go Big Data or Go Home Part 4: Product and Price Decisions Chapter 10: Product, Branding, and Packaging Concepts Marketing Insights: Under One Roof, Mattel Markets Many Dolls and Action Figures 10-1: What Is a Product? 10-2: Classifying Products 10-3: Product Line and Product Mix Integrity in Marketing: PepsiCo’s Products Support Performance with Purpose 10-4: Product Life Cycles and Marketing Strategies 10-5: Product Adoption Process 10-6: Branding Disruptive Marketing: Companies Rebrand to Be More Sensitive 10-7: Packaging 10-8: Labeling Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 10: Impossible Foods Cooks Up Meatless Burgers in Silicon Valley Chapter 11: Developing and Managing Goods and Services Marketing Insights: Up, Up, and Away for Product Development at Away Luggage 11-1: Managing Existing Products Integrity in Marketing: Aardvark Straws Says: Goodbye Plastic, Hello Paper 11-2: Developing New Products Entrepreneurship in Marketing: Alpine Start Makes Quick Start with Instant Coffee 11-3: Product Differentiation Through Quality, Design, and Support Services 11-4: Product Positioning and Repositioning 11-5: Product Deletion 11-6: Managing Services 11-7: Organizing to Develop and Manage Products Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 11: Cutting Edge Quality: Cutco “Knives for Life” Chapter 12: Pricing Concepts and Management Marketing Insights: Mercedes A-Class Drives toward Affordable Luxury 12-1: Price and Nonprice Competition 12-2: Development of Pricing Objectives 12-3: Assessment of the Target Market’s Evaluation of Price 12-4: Analysis of Demand 12-5: Demand, Cost, and Profit Relationships 12-6: Evaluation of Competitors’ Prices 12-7: Selection of a Basis for Pricing Creative Marketing: Off-Peak Pricing Woos Afternoon Coffee Customers 12-8: Selection of a Pricing Strategy 12-9: Determination of a Specific Price Integrity in Marketing: Everlane’s “Radically Transparent” Pricing 12-10: Pricing for Business Markets Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 12: Norwegian Air Shuttle Continues to Climb with Low Costs and Low Prices Part 5: Distribution Decisions Chapter 13: Marketing Channels and Supply Chain Management Marketing Insights: Crafting a Channel Strategy for Craftsman Tools 13-1: Foundations of the Supply Chain 13-2: The Role of Marketing Channels in Supply Chains Disruptive Marketing: Pandemic Disrupts Consumer Supply Chains Entrepreneurship in Marketing: Pandemic Boosts Meal Delivery Services 13-3: Intensity of Market Coverage 13-4: Strategic Issues in Marketing Channels 13-5: Logistics in Supply Chain Management 13-6: Legal Issues in Channel Management Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 13: The Cocoa Exchange’s Sweet Spot in the Supply Chain Chapter 14: Retailing, Direct Marketing, and Wholesaling Marketing Insights: Primark Opens Deep-Discount Stores across the Pond 14-1: Retailing 14-2: Online Retailing 14-3: Brick-and-Mortar Retailers Creative Marketing: Some Clicks Are Becoming Click and Brick Disruptive Marketing: Does Tractor Supply Sell Tractors? 14-4: Strategic Issues in Retailing 14-5: Direct Marketing, Direct Selling, and Vending 14-6: Wholesaling Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 14: Lowe’s Taps Technology for Retailing Edge Part 6: Promotion Decisions Chapter 15: Integrated Marketing Communications Marketing Insights: Buc-ee’s Gases Up on Integrated Marketing 15-1: The Nature of Integrated Marketing Communications 15-2: The Communication Process 15-3: The Role and Objectives of Promotion 15-4: The Promotion Mix Disruptive Marketing: Tesla Bypasses Traditional Advertising 15-5: Selecting Promotion Mix Elements 15-6: The Growing Importance of Word-of-Mouth Communications 15-7: Product Placement Entrepreneurship in Marketing: B-Reel Makes Picture Perfect Product Placement 15-8: Criticisms and Defenses of Promotion Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 15: Frank Pepe’s Pizzeria Napoletana Uses Positive Word of Mouth to Remain a Premiere Pizzeria Chapter 16: Advertising and Public Relations Marketing Insights: The Real Deal: Influencer Advertising Takes Off 16-1: The Nature and Types of Advertising 16-2: Developing an Advertising Campaign Creative Marketing: Patagonia Tells Shoppers “Don’t Buy this Jacket” 16-3: Who Develops the Advertising Campaign? 16-4: Public Relations Integrity in Marketing: Sherwin-Williams Paints Itself into a Corner 16-5: Public Relations Tools 16-6: Evaluating Public Relations Effectiveness Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 16: Scripps Networks Interactive: An Expert at Connecting Advertisers with Programming Chapter 17: Personal Selling and Sales Promotion Marketing Insights: Costco Freebies Pay Off 17-1: The Nature of Personal Selling 17-2: Steps of the Personal Selling Process 17-3: Types of Salespeople 17-4: Team and Relationship Selling Entrepreneurship in Marketing: Skin in The Game: Rodan + Fields Gets Personal with Direct Selling 17-5: Managing the Sales Force Integrity in Marketing: Wells Fargo Pays the Price for Aggressive Sales Objectives 17-6: The Nature of Sales Promotion 17-7: Consumer-Sales-Promotion Methods 17-8: Trade-Sales-Promotion Methods Chapter Review Key Concepts Developing Your Marketing Plan Issues for Discussion and Review Case 17: Gainsight Provides Sales Support with the Customer Success Manager Glossary Endnotes Feature Notes Name Index Organization Index Subject Index