Marketing: Real People, Real Choices, Global Edition

Series
Pearson
Author
Michael R. Solomon / Greg W. Marshall / Elnora w. Stuart  
Publisher
Pearson
Cover
Softcover
Edition
9
Language
English
Total pages
600
Pub.-date
January 2018
ISBN13
9781292221083
ISBN
1292221089
Related Titles


Product detail

Product Price CHF Available  
9781292221083
Marketing: Real People, Real Choices, Global Edition
88.90 approx. 7-9 days

Free evaluation copy for lecturers


Description

For undergraduate Principles of Marketing courses.


Real people making real choices

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 every day. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. The 9th Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what’s happening in the world of marketing today.

 

MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.


MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Features

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

 

About the book

 

Guide students through the latest topics in marketing

·    A concise and user-friendly Table of Contents. Fourteen chapters offer a convenient size for most undergraduate basic marketing courses. This “lean and mean” structure allows an instructor who teaches a semester course to cover important marketing concepts from soup to nuts, yet still retain enough flexibility to include time for in-class exercises and discussions, as well as assessments of students’ learning.

·    Material is divided into four sections, focusing on the sequential process of creating and delivering value, including:

o Understanding the Value Proposition

o Determining the Value Propositions Different Customers Want

o Developing the Value Proposition for the Customer

o Delivering and Communicating the Value Proposition

·    A 4P structure is integrated with emphasis on the value proposition. Chapters 8 to 14 cover Product, Price, Place, and Promotion--but with real-world decision-making emphasis, for which the book is famous for.

·    Each chapter has an integrative study map for students that includes an Objective Summary, Key Terms, and student assessment opportunities of several types: Concepts: Test Your Knowledge; Activities: Apply What You’ve Learned; Apply Marketing Metrics; Choices: What Do You Think?; and Miniproject: Learn By Doing. By completing these assessments students and instructors achieve maximum assurance of learning.

·    Appendix A, “The Marketing Plan,” provides a basic marketing plan and helpful “how to” guidelines for the fictitious S&S Smoothie Company, giving students the foundation they need to craft a complete marketing plan while answering any questions that students may have.

·    A supplement at the end of Chapter 3 provides a framework that enables students to organize marketing concepts by chapter and create a solid marketing plan of their own.

·    Career Appendix B, “Your Future in a Marketing Career,” provides guidance for students on how to plan for a successful and rewarding, career, whether in marketing or another field. Career success is framed as developing a unique brand that meets the needs of the job market. Career guidance recommendations follow the steps in the marketing plan with suggestions at each step for critical thinking and specific actions.

 

Emphasize marketing in the real world

·    NEW! 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. Thirteen new cases feature GetFeedback, Airbus, Sprig, Facebook, Disney, Target, and Alibaba.

·    UPDATED! Spotlight on the importance of ethical and sustainable marketing. Each chapter provides a boxed feature called Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World. A questionable marketing practice is described and then students are asked for their opinion on the matter. Firms have been updated to include Coca-Cola, Chipotle, Volkswagen, Kimberly Clark, and Allstar (the “Snuggie”).

 

 

Help students see the math behind the marketing

·    EXPANDED! Double the coverage of market research metrics and analytics. The 9th Edition continues to expand its coverage on how marketers can use exciting new tools to understand and harness “big data” as they strive to identify and meet their customer’s needs--often literally on a one-to-one basis. Numerous key terms, additional application examples that connect concepts to practice, and several new tables and figures to further illustrate important chapter material have been added.

·    UPDATED! Each chapter provides an updated Metrics Moment box that describes some important ways to measure important marketing concepts, including an Apply the Metric exercise that asks the student to actually work with some of these measures. And every end of chapter includes an Apply Marketing Metrics exercise that provides additional opportunities for students to practice measures that marketers use to help them make good decisions.

 

MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

 

MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

.

·    NEW! Rising Stars in Marketing, a new supplemental feature found in MyLab Marketing, presents video clips contributed by recent successful graduates of marketing programs around the country. Each person shares advice about the “do’s and don’ts” of job seeking and job offers to current readers, so students have the option of exploring career wisdom from those who have followed the same path they hope to take. Each video is followed with a short assessment to hold students accountable for their learning.

·    UPDATED! Decision-Making Mini-Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. Fully re-written, decision-making mini-simulations are now available with an updated design and workflow.

·    UPDATED! Here’s My Problem vignettes feature a variety of decision makers, from CEOs to brand managers, who confront decisions in their jobs that relate to each chapter. Real executives include:

o Michael Baumwoll, Twitter

o Keith Sutter, Johnson & Johnson

o Dondeena Bradley, Weight Watchers

o Becky Frankiewicz, Quaker Foods

o Neal Goldman, Under Armour

o Jennifer Sey, Levi Strauss

o Stephanie Nashawaty, Oracle

o Stan Clark, Eskimo Joe’s

·    UPDATED! Here’s My Choice vignettes present three possible choices to Here’s My Problem, requiring students to use their critical thinking skills to determine the best solution to each problem. Formerly found in the textbook and now found in MyLab Marketing, Here’s My Choice lets students learn about executives’ decision-making process, their ultimate choice, and answer analytical based questions about the decision-making process in an interactive learning environment.

·    The Chapter Warm-up helps you hold students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question.

·    Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as assignments prior to class, and accessible on smartphones, tablets, and computers. NEW! Instructors can now remove questions from Dynamic Study Modules to better fit their course.

·    Learning Catalyticshelps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.

o NEW! Upload a full PowerPoint® deck for easy creation of slide questions.

o NEW! Team names are no longer case sensitive.

o Help your students develop critical thinking skills.

o Monitor responses to find out where your students are struggling.

o Rely on real-time data to adjust your teaching strategy.  

·    Reporting Dashboard. View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

·    Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.

·    Writing Space. Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin®, Writing Space can check students’ work for improper citation or plagiarism.

New to this Edition

About the book

 

Emphasize marketing in the real world

  • 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. Thirteen new cases feature GetFeedback, Airbus, Sprig, Facebook, Disney, Target, and Alibaba.
  • Spotlight on the importance of ethical and sustainable marketing. Each chapter provides a boxed feature called Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World. A questionable marketing practice is described and then students are asked for their opinion on the matter. Firms have been updated to include Coca-Cola, Chipotle, Volkswagen, Kimberly Clark, and Allstar (the “Snuggie”).

Help students see the math behind the marketing

  • Double the coverage of market research metrics and analytics. The 9th Edition continues to expand its coverage on how marketers can use exciting new tools to understand and harness “big data” as they strive to identify and meet their customer’s needs--often literally on a one-to-one basis. Numerous key terms, additional application examples that connect concepts to practice, and several new tables and figures to further illustrate important chapter material have been added.
  • Each chapter provides an updated Metrics Moment box that describes some important ways to measure important marketing concepts, including an Apply the Metric exercise that asks the student to actually work with some of these measures. And every end of chapter includes an Apply Marketing Metrics exercise that provides additional opportunities for students to practice measures that marketers use to help them make good decisions.

MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

 

MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

.

·    Rising Stars in Marketing, a new supplemental feature found in MyLab Marketing, presents video clips contributed by recent successful graduates of marketing programs around the country. Each person shares advice about the “do’s and don’ts” of job seeking and job offers to current readers, so students have the option of exploring career wisdom from those who have followed the same path they hope to take. Each video is followed with a short assessment to hold students accountable for their learning.

·    Decision-Making Mini-Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. Fully re-written, decision-making mini-simulations are now available with an updated design and workflow.

·    Here’s My Problem vignettes feature a variety of decision makers, from CEOs to brand managers, who confront decisions in their jobs that relate to each chapter. Real executives include:

o Michael Baumwoll, Twitter

o Keith Sutter, Johnson & Johnson

o Dondeena Bradley, Weight Watchers

o Becky Frankiewicz, Quaker Foods

o Neal Goldman, Under Armour

o Jennifer Sey, Levi Strauss

o Stephanie Nashawaty, Oracle

o Stan Clark, Eskimo Joe’s

·    Here’s My Choice vignettes present three possible choices to Here’s My Problem, requiring students to use their critical thinking skills to determine the best solution to each problem. Formerly found in the textbook and now found in MyLab Marketing, Here’s My Choice lets students learn about executives’ decision-making process, their ultimate choice, and answer analytical based questions about the decision-making process in an interactive learning environment.

·    Learning Catalyticshelps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.

o Upload a full PowerPoint® deck for easy creation of slide questions.

Team names are no longer case sensitive.

Table of Contents

PART I. Understand the Value Proposition

1. Welcome to the World of Marketing: Create and Deliver Value

2. Global, Ethical, and Sustainable Marketing

3. Strategic Market Planning

3. Supplement: Build a Marketing Plan

 

PART II. Determine the Value Propositions Different Customers Want

4. Market Research

5. Marketing Analytics: Welcome to the Era of Big Data!

6. Understand Consumer and Business Markets

7. Segmentation, Target Marketing and Positioning

 

PART III. Develop the Value Proposition for the Customer

8. Product I: Innovation and New Product Development

9. Product II: Product Strategy, Branding, and Product Management

10. Price: What is the Value Proposition Worth?

10. Supplement: Marketing Math

 

PART IV. Deliver and Communicate the Value Proposition

11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

13. Promotion I: Advertising and Sales Promotion

14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations

 

APPENDIX A. Marketing Plan: The S&S Smoothie Company

APPENDIX B. Your Future in a Marketing Career