Marketing:Real People, Real Choices: International EditionDescription |
| For undergraduate Principles of Marketing courses. Real people, real choices-give students a real feel for marketing. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world. MyMarketingLab New Design is now available for this title! MyMarketingLab New Design offers: - One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses.
- A Simplified User Interface. The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
- New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work.
- Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course.
- Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates' posts.
- Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.
- Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.
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Features |
| For undergraduate Principles of Marketing courses. Real people, real choices-give students a real feel for marketing. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world. Show students the real deal: Real People, Real Choices Chapter-Opening Vignettes. These instantly engaging vignettes start off each chapter by putting students in the shoes of real marketers in real business situations. Each chapter opens with a different scenario of a real marketing decision-maker facing a challenge. Students are given three choices so they can decide what they would do if they were in the marketer's place. NEW vignettes have been added to this edition, featuring a variety of decision makers-from CEOs to brand managers. Examples include: - Joe Kennedy, Pandora
- Ryan Garton, Discover
- Jim Multari, Sprout Networks
- David Clark, General Mills
- Heather Mayo, Sam's Club
NEW! Help students see the math behind the marketing: Marketing Metrics Exercises. Accountability and ROI-return on investment-have become increasingly important to the marketer's role. The decisions that today's marketers make now rely on the results of data and calculations-rather than instinct. To reflect this increasing trend, the end-of-chapter material in this edition includes marketing metrics exercises, providing students with real-world examples of the measures marketers use to help them make effective decisions. NEW! Provide information on the latest topics in marketing: - NEW! Ethics and Sustainability Coverage. Topical coverage of ethical and sustainable issues is integrated with relevant content in every chapter of this text. In addition, every chapter features a box devoted specifically to real-life examples of ethical and sustainable decisions marketers are faced with on a day-to-day basis.
- Updated! Cutting Edge Feature. With technology evolving at a rapid-fire pace, it's now more important than ever for marketers to stay on the cutting edge of technological developments. From Cargoshell's innovative sustainable shipping containers to virtual worlds accessed via a pair of Adidas sneakers, the Cutting Edge boxed features in this text are contain information about the most current technological advances and explain how companies are using them to creatively get their messages to consumers.
NEW! Put the concepts into action: New and Updated End-of-Chapter Cases. Each chapter concludes with an exciting Marketing in Action mini-case about a real firm facing real marketing challenges. Questions at the end let you make the call to get the company on the right track. Offer students an easy-to-follow marketing plan: Marketing Plan Template. This edition includes a pullout template of a marketing plan that students can use as they make their way through the book. The template provides a framework that will enable students to organize marketing concepts by chapter and create a solid marketing plan of their own. MyMarketingLab New Design is now available for this title! MyMarketingLab New Design offers: - One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses.
- A Simplified User Interface. The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
- New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work.
- Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course.
- Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates' posts.
- Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.
- Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.
Provide the power of practice: mymarketinglab. mymarketinglab-Pearson's online tutorial and assesment software-gives students the opportunity to test themselves on key concepts and skills, track their own progress through the course and use the personalized study plan activities, all to help them achieve success in the classroom. Features include: - Personalized Study Plan-Pre and posttests with remediation activities allow students to understand and apply the concepts where they need the most help.
- Interactive Elements-These interactive materials include the online ebook where students can search for specific keywords or page numbers, highlight specific sections, enter notes right on the ebook page, and print reading assignments with notes for review. Additional materials include the Real People Real Choices Video Cases, online End of Chapter activities, Active Flashcards, and much more.
- Mini-Simulations-These interactive simulations place students in realistic marketing situations, and ask them to make decisions based on the marketing concepts they've learned in class and from the reading.
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New to this Edition |
Show students the real deal: Real People, Real Choices Chapter-Opening Vignettes. Theseinstantly engaging vignettes start off each chapter by putting students in the shoes of real marketers in real business situations. Each chapter opens with a different scenario of a real marketing decision-maker facing a challenge. Students are given three choices so they can decide what they would do if they were in the marketer's place. NEW vignettes have been added to this edition, featuring a variety of decision makers-from CEOs to brand managers. Examples include: - Joe Kennedy, Pandora
- Ryan Garton, Discover
- Jim Multari, Sprout Networks
- David Clark, General Mills
- Heather Mayo, Sam's Club
NEW! Help students see the math behind the marketing: Marketing Metrics Exercises. Accountability and ROI-return on investment-have become increasingly important to the marketer's role. The decisions that today's marketers make now rely on the results of data and calculations-rather than instinct. To reflect this increasing trend, the end-of-chapter material in this edition includes marketing metrics exercises, providing students with real-world examples of the measures marketers use to help them make effective decisions. NEW! Provide information on the latest topics in marketing: - NEW! Ethics and Sustainability Coverage. Topical coverage of ethical and sustainable issues is integrated with relevant content in every chapter of this text. In addition, every chapter features a box devoted specifically to real-life examples of ethical and sustainable decisions marketers are faced with on a day-to-day basis.
- Updated! Cutting Edge Feature. With technology evolving at a rapid-fire pace, it's now more important than ever for marketers to stay on the cutting edge of technological developments. From Cargoshell's innovative sustainable shipping containers to virtual worlds accessed via a pair of Adidas sneakers, the Cutting Edge boxed features in this text are contain information about the most current technological advances and explain how companies are using them to creatively get their messages to consumers.
NEW! Put the concepts into action: New and Updated End-of-Chapter Cases. Each chapter concludes with an exciting Marketing in Action mini-case about a real firm facing real marketing challenges. Questions at the end let you make the call to get the company on the right track. |
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Table of Contents |
Part 1: Make Marketing Value Decisions Chapter 1. Welcome to the World of Marketing: Create and Deliver Value Chapter 2. Strategic Market Planning: Take the Big Picture Chapter 3. Thrive in the Marketing Environment: The World Is Flat Part 2: Understand Consumers' Value Needs Chapter 4. Marketing Research: Gather, Analyze, and Use Information Chapter 5. Consumer Behavior: How and Why We Buy Chapter 6. Business-to-Business Markets: How and Why Organizations Buy Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management Part 3: Create the Value Proposition Chapter 8. Create the Product Chapter 9. Manage the Product Chapter 10. Services and Other Intangibles: Marketing the Product That Isn't There Chapter 11. Price the Product Part 4: Communicate the Value Proposition Chapter 12. Old and New Media: From One to Many to Many to Many Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One Part 5: Deliver the Value Proposition Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics Chapter 16. Retailing: Bricks and Clicks Appendix A: Marketing Plan: The S&S Smoothie Company Appendix B: Marketing Math |
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