Steven W. Hartley Roger A. Kerin - Marketing: The Core 9TH Edition (International Edition)

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MARKETING: THE CORE

Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10121. Copyright 2022 by McGraw Hill LLC. All rights reserved. Printed in the United States of America. 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 LLC, 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.

This book is printed on acid-free paper.

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ISBN 978-1-264-83290-3

MHID 1-264-83290-7

Cover Image: Glenn van der Knijff/Getty Images

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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 LLC, and McGraw Hill LLC does not guarantee the accuracy of the information presented at these sites.

mheducation.com/highered

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WELCOME FROM THE AUTHORS!

A recent survey of the market for marketers revealed an incredible variety of new job titles including brand ambassador, digital marketing manager, content strategist, event coordinator, marketing analytics manager, and social media manager. These new titles reflect the exciting changes occurring in the marketplace and the integral role marketing professionals will play in businesses, nonprofit organizations, government agencies, and all parts of our economic and social environment. We are excited to have the opportunity to participate in your journey as a student of marketing, and we hope that this textbook will help you discover your personal goals related to a career of compassion and purpose in marketing or any of the fields it will influence!

The changes in the marketplace are the result of new technologies, new consumer interests, new social trends, and the recent COVID-19 pandemic. For example, artificial intelligence, consumer preference for environmentally friendly products, the growing movement toward a gender-neutral society, and the shift to online buying during the pandemic have dramatic implications for the future practice of marketing. To help you see the links with marketing actions we have included many current, interesting, and relevant examples such as Elon Musks mission to Mars and Neuralink businesses, Bombass efforts to help solve a social problem with its new business model, IBMs Lets Put Smart To Work strategy, and Toyotas hydrogen fuel-cell vehicle, the Mirai. In addition, we have integrated many of the most popular marketing tools to measure marketing performance, including net promoter ratings, customer lifetime value, and customer engagement measures for social media.

The dynamic nature of the marketing discipline necessitates equally dynamic learning resources. As a result, we have focused our time and energy on ensuring that our textbook provides the most insightful and comprehensive coverage of the marketplace today. The dramatic changes in student learning stylesfrom traditional observational styles to contemporary collaborative stylesare also reflected in our efforts as we have included many features to match these interests. Our approach to presenting the complexities of marketing and facilitating the changes in learning is based on three important dimensions:

Engagement. As professors we have benefited from interactions with many exceptional students, managers, and instructors. Their insights have contributed to our approach to teaching and, subsequently, to our efforts as textbook authors. One of the essential elements of our approach is a commitment to active learning through engaging, integrated, and timely materials. In-class activities, an interactive blog, marketing plan exercises, and in-text links to online ads and web pages are just a few examples of the components of our engagement model.

Leadership. Our approach is also based on a commitment to taking a leadership role in the development and presentation of new ideas, principles, theories, and practices in marketing. This is more important now than ever before, as the pace of change in our discipline accelerates and influences almost every aspect of traditional marketing. We are certain that exposure to leading-edge material related to topics such as social media, data analytics, and marketing metrics can help students become leaders in their jobs and careers.

Innovation. New educational technologies and innovative teaching tools have magnified the engagement and leadership aspects of our approach. Connect and SmartBook 2.0, for example, provide a digital and interactive platform that embraces the anytime and anywhere style of todays students. In addition, we have provided new videos and increased the visual impact of the text and PowerPoint materials to facilitate multimedia approaches to learning.

Through the previous 8 U.S. editionsand 20 international editions in 12 languageswe have been gratified by the enthusiastic and valuable feedback we have received from students and instructors. We are very excited to have this opportunity to share our passion for this exciting discipline with you today. Welcome to the 9th edition of Marketing: The Core !

Roger A. Kerin

Steven W. Hartley

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PREFACE

Marketing: The Core 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: The Core 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:

The goal of the 9th edition of Marketing: The Core is to create an exceptional experience for todays 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.

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Engagement

The author team has benefited from extraordinary experiences as instructors, researchers, and consultants, as well as the feedback of users of previous editions of Marketing: The Core now more than 1 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 partnersthe instructor, other students, businesses, and the publisher. Some examples of the high-engagement elements of Marketing: The Core :

In-Class Activities and Digital In-Class Activities. The in-class activities, located in the Instructors Manual , are designed to engage students in discussions with the instructor and among themselves. They involve surveys, online resources, out-of-class 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? In addition, digital in-class activities have been added to selected chapters. These activities, located in the Instructor Resources, focus on the use of Web resources and the marketing data they can provide students.