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NIN T H EDI T ION

FOUNDATIONS OF

MARKETING
WILLIAM M. PRIDE
Texas A & M University

O. C. FERRELL
Auburn University

Australia • Brazil • Canada • Mexico • Singapore • United Kingdom • United States

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Printed in the United States of America

Print Number: 01 Print Year: 2021

To Linda Ferrell

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Brief Contents

PART 1: Strategic Marketing and Its Environment 1

1. Customer-Driven Strategic Marketing 2
2. Planning, Implementing, and Evaluating Marketing Strategies 26
3. The Marketing Environment, Social Responsibility, and Ethics 52

PART 2: Marketing Research and Target Markets 83

4. Marketing Research and Analytics 84
5. Target Markets: Segmentation and Evaluation 114

PART 3: Customer Behavior and E-Marketing 139

6. Consumer Buying Behavior 140
7. Business Markets and Buying Behavior 168
8. Reaching Global Markets 190
9. Digital Marketing and Social Networking 218

PART 4: Product and Price Decisions 245

10. Product, Branding, and Packaging Concepts 246
11. Developing and Managing Goods and Services 276
12. Pricing Concepts and Management 306

Part 5: Distribution Decisions 335

13. Marketing Channels and Supply Chain Management 336
14. Retailing, Direct Marketing, and Wholesaling 370

Part 6: Promotion Decisions 399

15. Integrated Marketing Communications 400
16. Advertising and Public Relations 426
17. Personal Selling and Sales Promotion 454

Glossary 485
Endnotes 497
Feature Notes 530
Name Index 535
Organization Index 539
Subject Index 543

AVAILABLE ONLY ONLINE:

Appendix A: Financial Analysis in Marketing
Appendix B: Sample Marketing Plan
Appendix C: Careers in Marketing

PART 1 Strategic Marketing and Its Environment 1

Chapter 1: Customer-Driven Strategic Key Concepts 23

Developing Your Marketing Plan 23
Marketing 2 Issues for Discussion and Review 23
Marketing Insights: Whole Foods Is the Whole Package 3 Case 1 Apple Inc.: The Future of Retailing, Education, and
1-1 Defining Marketing 4 Entertainment 24
1-1a Marketing Focuses on Customers 5
1-2 Marketing Deals with Products, Price, Distribution, Chapter 2: Planning, Implementing, and
and Promotion 6 Evaluating Marketing Strategies 26
1-2a Product 6 Marketing Insights: Kroger’s Strategy Emphasizes Digital Customer
1-2b Price 7 Experience 27
1-2c Distribution 7 2-1 The Strategic Planning Process 28
1-2d Promotion 8 2-2 Establishing Organizational Mission, Goals, and
1-3 Marketing Creates Value 8 Strategies 29
Disruptive Marketing: COVID-19 Mixes Up the Marketing Mix 9 2-2a Developing Organizational Mission and Goals 29
1-3a Marketing Builds Relationships with 2-2b Developing Corporate and Business-Unit Strategies 29
Customers and Other Stakeholders 11 Creative Marketing: Ready to Rent and Ride? The Sharing Economy
1-4 Marketing Occurs in a Adds Scooters 33
Dynamic Environment 12 2-3 Assessing Organizational Resources and
1-5 Understanding the Opportunities 34
Marketing Concept 13 Integrity in Marketing: “Museum” or Museum? 34
1-5a Evolution of the Marketing Concept 14 2-3a SWOT Analysis 35
1-5b Implementing the Marketing Concept 15 2-3b First-Mover and Late-Mover Advantage 36
1-6 Customer Relationship Management 15 2-4 Developing Marketing Objectives and Marketing
1-7 The Importance of Marketing in Our Global Strategies 37
Economy 17 2-4a Selecting the Target Market 38
1-7a Marketing Costs Consume a Sizable 2-4b Creating Marketing Mixes 39
Portion of Buyers’ Dollars 17 2-5 Managing Marketing Implementation 40
1-7b Marketing Is Used in 2-5a Organizing the Marketing Unit 40
Nonprofit Organizations 17 2-5b Coordinating and Communicating 41
1-7c Marketing Is Important to Businesses and the 2-5c Establishing a Timetable for Implementation 42
Economy 17 2-6 Evaluating Marketing Strategies 42
1-7d Marketing Fuels Our Global Economy 18 2-6a Establishing Performance Standards 42
1-7e Marketing Knowledge Enhances 2-6b Analyzing Actual Performance 42
Consumer Awareness 18 2-6c Comparing Actual Performance with Performance
1-7f Marketing Connects People through Technology 18 Standards and Making Changes, If Needed 44
1-7g Socially Responsible Marketing: Promoting the Welfare 2-7 Creating the Marketing Plan 45
of Customers and Stakeholders 20 Chapter Review 47
Integrity in Marketing: Warby Parker Eyes Up the Optical Key Concepts 48
Industry 21 Developing Your Marketing Plan 48
1-7h Marketing Offers Many Exciting Career Prospects 21 Issues for Discussion and Review 49
Chapter Review 22 Case 2 Inside Tesla’s Strategy for Growth 49

Chapter 3: The Marketing Environment, Social 3-7 Sociocultural Forces 67

3-8 Social Responsibility
Responsibility, and Ethics 52 and Ethics in Marketing 69
Marketing Insights: Fighting Fair: Microsoft Embraces the Integrity in Marketing: Does WeWork Still Work? 70
Competition 53 3-8a Economic Dimension 70
3-1 The Marketing Environment 54 3-8b Legal Dimension 71
3-1a Responding to the Marketing Environment 54 3-8c Ethical Dimension 72
3-2 Competitive Forces 55 3-8d Philanthropic Dimension 73
3-3 Economic Forces 58 Creative Marketing: Evrnu Changes Clothes 75
3-3a Buying Power and Willingness to Spend 58 3-9 Incorporating Social Responsibility and Ethics
3-3b Economic Conditions 59 into Strategic Planning 76
3-4 Political Forces 61 Chapter Review 78
3-5 Legal and Regulatory Forces 62 Key Concepts 80
3-5a Regulatory Agencies 63 Developing Your Marketing Plan 80
3-5b Self-Regulation 65 Issues for Discussion and Review 80
3-6 Technological Forces 66 Case 3 Apple vs. Samsung: Gloves Are Off 81

PART 2 Marketing Research and Target Markets 83

Chapter 4: Marketing Research and Analytics 84 5-2 Target Market Selection Process 117
5-3 Step 1: Identify the Appropriate Targeting
Marketing Insights: Marketing Analytics Makes Cents 85
Strategy 118
4-1 The Importance of Marketing Research 86
5-3a Undifferentiated Targeting Strategy 118
4-2 Types of Research 87
5-3b Concentrated Targeting Strategy through
4-2a Exploratory Research 88
Market Segmentation 118
4-2b Conclusive Research 89
5-3c Differentiated Targeting Strategy through Market
4-3 The Marketing Research Process 90
Segmentation 120
4-3a Locating and Defining Problems or Issues 90
5-4 Step 2: Determine Which Segmentation Variables to
4-3b Designing the Research Project 91
Use 121
4-3c Collecting Data 91
Entrepreneurship in Marketing: Big Data Goes Big Time 5-4a Variables for Segmenting Consumer Markets 121
at Six Spoke 98 Disruptive Marketing: Jiminy Crickets: Are Chirps Chips the Snack
of the Future? 127
4-3d Interpreting Research Findings 100
Entrepreneurship in Marketing: SpotHero Helps Drivers Spot
4-3e Reporting Research Findings 100 Parking Spots 128
4-4 Marketing Analytics 101 5-4b Variables for Segmenting Business Markets 128
4-4a Big Data 102 5-5 Step 3: Develop Market Segment Profiles 129
4-4b Databases 104 5-6 Step 4: Evaluate Relevant Market Segments 130
Disruptive Marketing: Artificial Intelligence Makes for Smarter
Advertising 105
5-6a Sales Estimates 130
5-6b Competitive Assessment 131
4-4c Implementing Marketing Analytics 105
5-6c Cost Estimates 131
4-4d Marketing Information and Support Systems 107
5-7 Step 5: Select Specific Target Markets 131
4-5 Issues in Marketing Research 108
5-8 Developing Sales Forecasts 132
4-5a The Importance of Ethical Marketing Research 108
5-8a Executive Judgment 132
4-5b International Issues in Marketing Research 109
5-8b Surveys 133
Chapter Review 110
5-8c Time Series Analysis 133
Key Concepts 111
5-8d Regression Analysis 134
Developing Your Marketing Plan 111
Issues for Discussion and Review 112 5-8e Market Tests 134
Case 4 Picture Perfect: How Instagram Uses Big Data 112 5-8f Using Multiple Forecasting Methods 134
Chapter Review 135
Chapter 5: Target Markets: Segmentation and Key Concepts 136
Developing Your Marketing Plan 136
Evaluation 114 Issues for Discussion and Review 137
Marketing Insights: LEGOLAND: Small Bricks, Big Attendance 115 Case 5 How Nike Uses Targeting in the High-Stakes Race
5-1 What Are Markets? 116 for Sales 137

PART 3 Customer Behavior and E-Marketing 139

Chapter 6: Consumer Buying Behavior 140 7-2 Industrial Classification Systems 173
7-3 Dimensions of Business Customers and Business
Marketing Insights: For a Hot and Fast Breakfast, “Just Crack
An Egg” 141 Transactions 174
6-1 Consumer Buying Decision Process 142 7-3a Characteristics of Transactions
6-1a Problem Recognition 143 with Business Customers 175
6-1b Information Search 143 7-3b Attributes of Business Customers 175
Disruptive Marketing: Small Businesses Get WOW-Size Orders from
6-1c Evaluation of Alternatives 144
Airlines 176
6-1d Purchase 144
7-3c Primary Concerns of Business Customers 176
6-1e Postpurchase Evaluation 145
7-3d Methods of Business Buying 178
6-2 Types of Consumer Decision Making and Level of
7-3e Types of Business Purchases 178
Involvement 145
7-3f Demand for Business Products 179
6-2a Types of Consumer Decision Making 145
7-4 Business Buying Decisions 180
6-2b Consumer Level of Involvement 146
7-4a The Buying Center 181
6-3 Situational Influences on the Buying Decision
7-4b Stages of the Business Buying Decision Process 182
Process 147
7-4c Influences on the Business Buying
6-4 Psychological Influences on the Buying Decision
Decision Process 183
Process 149 Creative Marketing: Inside IBM’s Social Media Success 184
6-4a Perception 149 7-5 Reliance on the Internet
6-4b Motivation 150 and Other Technology 185
6-4c Learning 151
Integrity in Marketing: Recycling, Zara Style 152 Chapter Review 186
Key Concepts 187
6-4d Attitudes 153
Developing Your Marketing Plan 188
6-4e Personality and Self-Concept 154 Issues for Discussion and Review 188
6-4f Lifestyles 155 Case 7 Salesforce.com Uses Dreamforce to Reach Business
Entrepreneurship in Marketing: Peloton Markets Fitness on Customers 188
Demand 155
6-5 Social Influences on the Buying Decision Chapter 8: Reaching Global Markets 190
Process 156
Marketing Insights: Chinese Airlines Take Off 191
6-5a Roles 156
8-1 The Nature of Global Marketing Strategy 192
6-5b Family Influences 156
8-2 Environmental Forces
6-5c Reference Groups 158
in Global Markets 193
6-5d Digital Influences 158
8-2a Sociocultural Forces 193
6-5e Opinion Leaders 159
8-2b Economic Forces 194
6-5f Social Classes 159
8-2c Political, Legal, and Regulatory Forces 196
6-5g Culture and Subcultures 160
8-2d Ethical and Social Responsibility Forces 198
6-6 Consumer Misbehavior 163
8-2e Competitive Forces 200
Chapter Review 164 Integrity in Marketing: Sseko: Designed for Success 200
Key Concepts 165
8-2f Technological Forces 201
Developing Your Marketing Plan 166
Disruptive Marketing: Cha-Ching: M-Pesa Revolutionizes Mobile
Issues for Discussion and Review 166
Payments 203
Case 6 The Campbell Soup Company Cooks Up New Marketing 166
8-3 Regional Trade Alliances, Markets, and
Agreements 203
Chapter 7: Business Markets and Buying 8-3a The United States-Mexico-Canada
Behavior 168 Agreement 203
Marketing Insights: Amazon Business Builds a Big Business by 8-3b The European Union (EU) 204
Serving Businesses of All Sizes 169 8-3c The Southern Common Market (MERCOSUR) 205
7-1 Business Markets 170 8-3d The Asia-Pacific Economic Cooperation
7-1a Producer Markets 170 (APEC) 205
7-1b Reseller Markets 171 8-3e Association of Southeast Asian Nations
7-1c Government Markets 172 (ASEAN) 206
7-1d Institutional Markets 173 8-3f The World Trade Organization (WTO) 207

8-4 Modes of Entry into International Markets 207 Creative Marketing: Beauty Company ipsy Has It
8-4a Importing and Exporting 207 in the Bag 226
8-4b Trading Companies 208 9-3c Media-Sharing Sites 227
8-4c Licensing and Franchising 209 9-3d Mobile Marketing 229
8-4d Contract Manufacturing 210 9-3e Applications and Widgets 230
8-4e Joint Ventures 210 9-4 Monitoring Digital Media Behaviors of
8-4f Direct Ownership 211 Consumers 231
8-5 Customization versus Globalization of International 9-4a Online Monitoring and Analytics 232
Marketing Mixes 212 9-5 E-Marketing Strategy 234
Chapter Review 214 9-5a Product Considerations 234
Key Concepts 214 9-5b Pricing Considerations 234
Developing Your Marketing Plan 215 9-5c Distribution Considerations 235
Issues for Discussion and Review 215 9-5d Promotion Considerations 236
Case 8 Alibaba and Global e-Commerce: Should Amazon Be Afraid? 215 9-6 Ethical and Legal Issues 237
9-6a Privacy 237
Chapter 9: Digital Marketing and Social Integrity in Marketing: Anti-Social Media: Facebook Faces Privacy
Networking 218 Concerns 238
Marketing Insights: Amazon in a Real Fight Against Fakes 219 9-6b Online Fraud 239
9-1 Defining Digital Marketing 220 9-6c Intellectual Property and Illegal Activity 240
9-2 Growth and Benefits of Digital Marketing 221 Chapter Review 240
9-3 Types of Consumer-Generated Marketing and Digital Key Concepts 242
Media 222 Developing Your Marketing Plan 242
9-3a Social Media Marketing 222 Issues for Discussion and Review 242
Case 9 JD.com: Go Big Data or Go Home 243
9-3b Blogs and Wikis 226

PART 4 Product and Price Decisions 245

Chapter 10: Product, Branding, and Packaging 10-6f Branding Policies 266
10-6g Brand Extensions 267
Concepts 246 10-6h Co-Branding 268
Marketing Insights: Under One Roof, Mattel Markets Many Dolls 10-6i Brand Licensing 268
and Action Figures 247
10-7 Packaging 268
10-1 What Is a Product? 248 10-7a Packaging Functions 269
10-2 Classifying Products 249 10-7b Major Packaging Considerations 269
10-2a Consumer Products 249 10-7c Packaging and Marketing Strategy 270
10-2b Business Products 252 10-7d Altering the Package 270
10-3 Product Line and Product Mix 254 10-8 Labeling 271
Integrity in Marketing: PepsiCo’s Products Support Performance
with Purpose 255 Chapter Review 272
10-4 Product Life Cycles and Marketing Key Concepts 273
Developing Your Marketing Plan 274
Strategies 255
Issues for Discussion and Review 274
10-4a Introduction 255 Case 10 Impossible Foods Cooks Up Meatless Burgers in Silicon
10-4b Growth 256 Valley 274
10-4c Maturity 257
10-4d Decline 258
10-5 Product Adoption Process 259 Chapter 11: Developing and Managing Goods and
10-6 Branding 260 Services 276
10-6a Value of Branding 261 Marketing Insights: Up, Up, and Away for Product Development at
10-6b Brand Equity 261 Away Luggage 277
10-6c Types of Brands 264 11-1 Managing Existing Products 278
10-6d Selecting a Brand Name 264 11-1a Line Extensions 278
Disruptive Marketing: Companies Rebrand to Be More 11-1b Product Modifications 279
Sensitive 265 Integrity in Marketing: Aardvark Straws Says: Goodbye Plastic,
10-6e Protecting a Brand 265 Hello Paper 280

11-2 Developing New Products 280 12-2 Development of Pricing Objectives 309
11-2a Idea Generation 282 12-2a Survival 310
11-2b Screening 283 12-2b Profit 310
11-2c Concept Testing 283 12-2c Return on Investment 310
11-2d Business Analysis 283 12-2d Market Share 310
11-2e Product Development 284 12-2e Cash Flow 310
11-2f Test Marketing 284 12-2f Status Quo 311
11-2g Commercialization 285 12-2g Product Quality 311
Entrepreneurship in Marketing: Alpine Start Makes Quick Start with 12-3 Assessment of the Target Market’s Evaluation of Price 311
Instant Coffee 287 12-4 Analysis of Demand 312
11-3 Product Differentiation Through Quality, Design, 12-4a Demand Curves 312
and Support Services 287 12-4b Demand Fluctuations 313
11-3a Product Quality 288 12-4c Assessing Price Elasticity of Demand 313
11-3b Product Design and Features 288 12-5 Demand, Cost, and Profit Relationships 315
11-3c Product Support Services 289 12-5a Marginal Analysis 315
11-4 Product Positioning and Repositioning 289 12-5b Breakeven Analysis 318
11-4a Perceptual Mapping 289 12-6 Evaluation of Competitors’ Prices 319
11-4b Bases for Positioning 290 12-7 Selection of a Basis for Pricing 319
11-4c Repositioning 291 12-7a Cost-Based Pricing 320
11-5 Product Deletion 292 12-7b Demand-Based Pricing 321
11-6 Managing Services 293 Creative Marketing: Off-Peak Pricing Woos Afternoon Coffee
11-6a Nature and Importance of Services 293 Customers 321
11-6b Characteristics of Services 294 12-7c Competition-Based Pricing 322
11-6c Developing and Managing Marketing 12-8 Selection of a Pricing Strategy 322
Mixes for Services 297 12-8a New-Product Pricing 322
11-6d Development of Services 298 12-8b Differential Pricing 323
11-6e Pricing of Services 298 12-8c Psychological Pricing 324
11-6f Distribution of Services 299 12-8d Product-Line Pricing 326
11-6g Promotion of Services 300 12-8e Promotional Pricing 326
11-7 Organizing to Develop and Manage 12-9 Determination of a Specific Price 327
Products 301 Integrity in Marketing: Everlane’s “Radically Transparent”
Chapter Review 302 Pricing 328
Key Concepts 303 12-10 Pricing for Business Markets 328
Developing Your Marketing Plan 303 12-10a Geographic Pricing 328
Issues for Discussion and Review 304 12-10b Transfer Pricing 329
Case 11 Cutting Edge Quality: Cutco “Knives for Life” 304 12-10c Discounting 329

Chapter 12: Pricing Concepts and Chapter Review 330

Key Concepts 332
Management 306 Developing Your Marketing Plan 332
Marketing Insights: Mercedes A-Class Drives toward Affordable Issues for Discussion and Review 332
Luxury 307 Case 12 Norwegian Air Shuttle Continues to Climb with Low Costs and
12-1 Price and Nonprice Competition 308 Low Prices 333

PART 5 Distribution Decisions 335

Chapter 13: Marketing Channels and Supply Chain Disruptive Marketing: Pandemic Disrupts Consumer Supply
Chains 344
Management 336 Entrepreneurship in Marketing: Pandemic Boosts Meal Delivery
Marketing Insights: Crafting a Channel Strategy for Craftsman Services 348
Tools 337 13-2c Selecting Marketing Channels 348
13-1 Foundations of the Supply Chain 338 13-3 Intensity of Market Coverage 350
13-2 The Role of Marketing Channels in Supply 13-3a Intensive Distribution 350
Chains 340 13-3b Selective Distribution 351
13-2a The Significance of Marketing Channels 342 13-3c Exclusive Distribution 351
13-2b Types of Marketing Channels 343

13-4 Strategic Issues in Marketing Channels 352 14-3 Brick-and-Mortar Retailers 374

13-4a Competitive Priorities in Marketing Channels 352 14-3a General-Merchandise Retailers 374
13-4b Channel Leadership, Cooperation, and Conflict 352 Creative Marketing: Some Clicks Are Becoming
13-4c Channel Integration 354 Click and Brick 377
13-5 Logistics in Supply Chain Management 356 14-3b Specialty Retailers 378
13-5a Order Processing 357 Disruptive Marketing: Does Tractor Supply Sell
13-5b Inventory Management 358 Tractors? 379
13-5c Materials Handling 359 14-4 Strategic Issues in Retailing 380
13-5d Warehousing 360 14-4a Location of Retail Stores 381
13-5e Transportation 361 14-4b Franchising 383
13-6 Legal Issues in Channel Management 363 14-4c Retail Technologies 384
13-6a Restricted Sales Territories 363 14-4d Retail Positioning 385
13-6b Tying Agreements 364 14-4e Store Image 385
13-6c Exclusive Dealing 364 14-4f Category Management 386
13-6d Refusal to Deal 364 14-5 Direct Marketing, Direct Selling,
and Vending 387
Chapter Review 364
14-5a Direct Marketing 387
Key Concepts 366
Developing Your Marketing Plan 367 14-5b Direct Selling 388
Issues for Discussion and Review 367 14-5c Vending 389
Case 13 The Cocoa Exchange’s Sweet Spot in the Supply Chain 367 14-6 Wholesaling 389
14-6a Services Provided by Wholesalers 390
Chapter 14: Retailing, Direct Marketing, and 14-6b Types of Wholesalers 390
Wholesaling 370 Chapter Review 394
Key Concepts 396
Marketing Insights: Primark Opens Deep-Discount Stores across
Developing Your Marketing Plan 396
the Pond 371
Issues for Discussion and Review 396
14-1 Retailing 372 Case 14 Lowe’s Taps Technology for Retailing Edge 397
14-2 Online Retailing 373

PART 6 Promotion Decisions 399

Chapter 15: Integrated Marketing Disruptive Marketing: Tesla Bypasses Traditional

Advertising 413
Communications 400 15-4d Sales Promotion 414
Marketing Insights: Buc-ee’s Gases Up on Integrated 15-5 Selecting Promotion Mix Elements 415
Marketing 401 15-5a Promotional Resources, Objectives,
15-1 The Nature of Integrated Marketing and Policies 415
Communications 402 15-5b Characteristics of the Target Market 415
15-2 The Communication Process 403 15-5c Characteristics of the Product 416
15-3 The Role and Objectives of Promotion 406 15-5d Costs and Availability of Promotional Methods 417
15-3a Create Awareness 407 15-5e Push and Pull Channel Policies 417
15-3b Stimulate Demand 408 15-6 The Growing Importance of
15-3c Encourage Product Trial 409 Word-of-Mouth Communications 418
15-3d Identify Prospects 409 15-7 Product Placement 419
15-3e Retain Loyal Customers 409 Entrepreneurship in Marketing: B-Reel Makes Picture Perfect
15-3f Facilitate Reseller Support 409 Product Placement 420
15-3g Combat Competitive Promotional 15-8 Criticisms and Defenses of Promotion 420
Efforts 410
Chapter Review 421
15-3h Reduce Sales Fluctuations 410 Key Concepts 422
15-4 The Promotion Mix 410 Developing Your Marketing Plan 423
15-4a Advertising 411 Issues for Discussion and Review 423
15-4b Personal Selling 412 Case 15 Frank Pepe’s Pizzeria Napoletana Uses Positive Word of Mouth
15-4c Public Relations 413 to Remain a Premiere Pizzeria 423

Chapter 16: Advertising and Public Relations 426 Entrepreneurship in Marketing: Skin in The Game: Rodan +
Fields Gets Personal with Direct Selling 464
Marketing Insights: The Real Deal: Influencer Advertising Takes
17-5 Managing the Sales Force 464
Off 427
17-5a Establishing Sales-Force Objectives 464
16-1 The Nature and Types of Advertising 428
Integrity in Marketing: Wells Fargo Pays the Price for Aggressive
16-2 Developing an Advertising Campaign 430 Sales Objectives 465
16-2a Identifying and Analyzing the Target Audience 431 17-5b Determining Sales-Force Size 466
16-2b Defining the Advertising Objectives 432 17-5c Recruiting and Selecting Salespeople 466
16-2c Creating the Advertising Platform 432 17-5d Training Sales Personnel 467
Creative Marketing: Patagonia Tells Shoppers “Don’t Buy this
17-5e Compensating Salespeople 468
Jacket” 433
17-5f Motivating Salespeople 470
16-2d Determining the Advertising Appropriation 433
17-5g Managing Sales Territories 471
16-2e Developing the Media Plan 435
17-5h Controlling and Evaluating Sales-Force
16-2f Creating the Advertising Message 438
Performance 471
16-2g Executing the Campaign 441
17-6 The Nature of Sales Promotion 472
16-2h Evaluating Advertising Effectiveness 441
17-7 Consumer-Sales-Promotion Methods 473
16-3 Who Develops the Advertising
17-7a Coupons and Cents-Off Offers 473
Campaign? 443
17-7b Money Refunds and Rebates 474
16-4 Public Relations 444
Integrity in Marketing: Sherwin-Williams Paints Itself into a
17-7c Shopper Loyalty and Frequent-User Incentives 475
Corner 444 17-7d Point-of-Purchase Materials and
16-5 Public Relations Tools 445 Demonstrations 475
16-6 Evaluating Public Relations Effectiveness 447 17-7e Free Samples and Premiums 476
17-7f Consumer Contests, Consumer Games, and
Chapter Review 449
Key Concepts 450
Sweepstakes 476
Developing Your Marketing Plan 450 17-8 Trade-Sales-Promotion Methods 477
Issues for Discussion and Review 450 17-8a Trade Allowances 477
Case 16 Scripps Networks Interactive: An Expert at Connecting 17-8b Cooperative Advertising and Dealer Listings 478
Advertisers with Programming 451 17-8c Free Merchandise and Gifts 478
17-8d Premium Money 479
Chapter 17: Personal Selling and 17-8e Sales Contests 479
Sales Promotion 454 Chapter Review 479
Key Concepts 480
Marketing Insights: Costco Freebies Pay Off 455
Developing Your Marketing Plan 480
17-1 The Nature of Personal Selling 456
Issues for Discussion and Review 481
17-2 Steps of the Personal Selling Process 457 Case 17 Gainsight Provides Sales Support with the Customer
17-2a Prospecting 458 Success Manager 481
17-2b Preapproach 458
17-2c Approach 459 Glossary 485
17-2d Making the Presentation 459 Endnotes 497
17-2e Overcoming Objections 459 Feature Notes 530
17-2f Closing the Sale 460 Name Index 535
17-2g Following Up 460 Organization Index 539
17-3 Types of Salespeople 460 Subject Index 543
17-3a Sales Structure 461
17-3b Support Personnel 461 AVAILABLE ONLY ONLINE:
17-4 Team and Relationship Selling 462 Appendix A: Financial Analysis in Marketing
17-4a Team Selling 463 Appendix B: Sample Marketing Plan
17-4b Relationship Selling 463 Appendix C: Careers in Marketing

THE IMPORTANCE OF MARKETING

TO BUSINESS
The environment of marketing has significantly changed over the last few years. Although
this revision reflects these changes, the foundational concepts of marketing continue to be
important. All business students need to understand how marketing activities and functions
are necessary for success. The 9th edition of Foundations of Marketing has been revised to
provide a complete understanding of marketing by engaging students in decision making. We
use active learning through the use of examples, exercises, cases, and MindTap. MindTap is
an online personalized teaching experience with relevant assignments that guide students to
analyze, apply, and improve thinking, allowing skills and outcomes to be measured with ease.
What we teach students today could be obsolete in 5 to 10 years. We need to prepare them to
engage in critical thinking and in continuous self-development.
Pride and Ferrell’s Foundations of Marketing facilitates students in mastering essential
concepts. Therefore, evolving marketing areas such as digital marketing and social network-
ing, marketing ethics and social responsibility, as well as major decision variables related to
product, price, distribution, and promotion have received complete revision based on available
research and marketing best practices. Examples and boxed features have been replaced to be
as up-to-date as possible.
We address how technology is changing the marketing environment. As students prepare
for the new digital world, they will also need to practice developing communication skills,
especially teamwork, that go beyond their personal interaction with digital devices. As inter-
net retailing and online business-to-business marketing advances, the importance of supply
chain management becomes important in connecting and integrating members of the distribu-
tion system. Marketing requires an understanding of both supply and demand. Marketing ana-
lytics and artificial intelligence (AI) are defining how decisions are made and implemented.
All of these advances related to technology are changing marketing activities, strategies, and
business models. We address all of these developments to prepare students for the future.
MindTap, available for Foundations of Marketing 9e, is the digital course solution that
moves students from motivation to mastery. MindTap delivers content in bite-sized activities,
ensuring students learn one concept before moving on to the next. It consistently challenges
students to apply and synthesize concepts in real business scenarios, developing strong critical
thinking skills.
MindTap increases students’ confidence throughout the course by providing personalized
direction—connecting students with opportunities to learn more through multiple explana-
tions or contexts, even on the go through our Cengage Mobile App.
Additionally, the instructor companion site hosts readily available video cases, tied to
chapter content, and numerous ancillary materials to aid in class preparation and assessment.
The decline of established ways of shopping is changing the retailing landscape, pro-
motion, and consumer engagement. As consumers change the way they purchase products,
department stores such as Macy’s are closing stores. About two-thirds of books, music, films,
and office supplies are now purchased online. It is not just that consumers are shopping and

xiii

obtaining product information online, but also that consumer behavior is changing. We have
addressed these changes and recognize that it is not just shopping from home. Consumers are
increasingly focused on trust, value, and convenience. They are more aware of the best place
to obtain products they want.
Specific details of this extensive revision are available in the transition guide in the
Instructor’s Manual. We have also made efforts to improve all teaching ancillaries and stu-
dent learning tools. PowerPoint presentations continue to be a very popular teaching device,
and a special effort has been made to upgrade the PowerPoint program to enhance classroom
teaching. The Instructor’s Manual continues to be a valuable tool, updated with engaging
in-class activities and projects. The authors and publisher have worked together to provide
a comprehensive teaching package and ancillaries that are unsurpassed in the marketplace.
The authors have maintained a hands-on approach to teaching this material and revising
the text and its ancillaries. This results in an integrated teaching package and approach that is
accurate, sound, and successful in reaching students. The outcome of this involvement fosters
trust and confidence in the teaching package and in student learning outcomes. Student feed-
back regarding this textbook is highly favorable.

WHAT’S NEW TO THIS EDITION?

Our goal is to provide the most up-to-date content possible, including concepts, examples,
cases, exercises, and data. Therefore, in this revision there are significant changes that make
learning more engaging and interesting to the students. The
following information highlights the types of changes that
M a r k e t I n g
InsIgh t s were made in this revision.
• Foundational content. Each chapter has been updated with
the latest knowledge available related to frameworks, con-
cepts, and academic research. These additions have been
seamlessly integrated into the text. Many examples are new
and a review of footnotes at the end of the chapters reveals
where new content has been added. Most of the other exam-
ples have been updated.
• Opening vignettes: Marketing Insights. All of the chapter-
opening vignettes are new. They are written to introduce
LeSter baLajadia/ShutterStock.com

the general content of each chapter by focusing on actual

entrepreneurial companies and how they deal with real-
world situations.
LEGOLAND: Small Bricks, Big Attendance
• Boxed features. Each chapterFor includes new or
How Confident Are You
The popularity of LEGO bricks is a major marketing example, some rides have no minimum
updated boxedtheme
strength for LEGOLAND features
parks, owned that height
highlight
requirement,disruptive
giving younger children the
by Merlin Entertainments. LEGOLAND parks are opportunity to enjoy activities. Many rides allow for
marketing,
located in the Unitedintegrity in marketing, an older creative market-
the youngest visitors have a place at LEGOLAND.That Your Organization’s Marketing Team...
States (Florida, California, and sibling or a parent to ride with a child. Even
New York), England, Denmark, Germany, Japan,
ing,
Malaysia,or andentrepreneurship
UAE. The company also operates in marketing.
Parents can feed and The major-
change toddlers in the Baby
LEGOLAND hotels alongside several of its parks, Care Center, and let preschoolers romp in special
ity of the
enhancing boxed features
the LEGO-branded are new
experience for fami- torooms.
“Tot Spot” thisLEGOLAND
edition. also offers a virtual real-
lies that stay overnight. ity enhancement to provide children with an excit- ...has a clear and well-understood brand
• New Snapshot
Competitors such as the Waltfeatures.
Disney Company All of theride Snapshot
ing roller-coaster through a virtual landscape of positioning in place to be competitive? 26% 48%
seek to draw teenagers and adults as well as chil- LEGO bricks.
features
dren. In contrast,areLEGOLANDnew and
focuses engage LEGOLAND
its marketing students by through
hotels carry high- themes of LEGO
specifically on families with children between the brick sets, including wizard and princess guest rooms. ...has the right capabilities to be competitive? 20% 50%
lighting
ages of two andinteresting,
twelve, the key market up-to-date
for LEGO statistics
The idea that and
is to surround children link parents with the
bricks. By understanding the particular interests and fun feeling of vacationing inside the world of LEGO
marketing theory
behavior of young children to the real
and preteens—and their world.
bricks, wherever in the world they visit a LEGOLAND
...is doing the right things to drive growth? 24% 44%
parents—LEGOLAND can develop appropriate park park. No wonder LEGOLAND parks attract 66 million
• New research. Throughoutvisitors
and hotel features to build attendance. theeachtextyear. we have
1

updated content with the most recent research ...is investing in the customers who matter? 23% 49%
115

that supports the frameworks and best practices ...has a clear and well-understood strategy
for marketing. in place to be competitive? 26% 44%

• New illustrations and examples. New adver-

SNAPSHOT
29463_ch05_hr_114-138.indd 115 25/7/19 8:21 am

Not Confident Confident

tisements from well-known firms are employed

to illustrate chapter topics. Experiences of real-world companies are used

to exemplify marketing concepts and strategies throughout the text. Most
examples are new or updated to include digital marketing concepts as
well as several new sustainable marketing illustrations.
• End-of-chapter cases. Each chapter contains one case, profiling a firm
to illustrate concrete application of marketing concepts and strategies.
Some of our cases are new and others have been revised.
• YouTube videos. Each chapter has a YouTube video related to a concept.
Student worksheets are available for application. These are all available
on the instructor companion site.

FEATURES OF THE BOOK

As with previous editions, this edition of the text provides a comprehensive
and practical introduction to marketing that is both easy to teach and to learn.
Foundations of Marketing continues to be one of the most widely adopted
introductory marketing textbooks in the world. We appreciate the confidence
that adopters have placed in our textbooks and continue to work hard to make
sure that, as in previous editions, this edition keeps pace with changes. The
entire text is structured to excite students about the subject and to help them
learn completely and efficiently.

• An organizational model at the beginning of each part provides a “road map” of the text
and a visual tool for understanding the connections among various components.
• Objectives at the start of each chapter present concrete expectations about what students
are to learn as they read the chapter.
• Every chapter begins with an opening vignette. This feature provides an example of the
real world of marketing that relates to the topic covered in the chapter. After reading the
vignette, the student should be motivated to want to learn more about concepts and strate-
gies that relate to the varying topics. Students will be introduced to such companies as
Away, Kroger, Buc-ee’s, Amazon, Craftsman, and Primark.

Disruptive Marketing • The Disruptive Marketing boxes cover

such marketing phenomena as block-
jiminy crickets: are chirps chips the snack of the Future?
chain, apparel rental, and flash sales.
Chirps Chips, marketed by Six Foods, are crunchy tortilla-
style chips with one surprising ingredient: crickets. The
one gallon of water needed to produce a pound of
cricket flour.
Featured companies include Tractor
chips are all-natural, gluten-free, and high-protein, made The goal of Six Foods is to “help spread the eating Supply, Dollar Shave Club, and Chirps
from ground corn, navy beans, spices, and a healthy of insects as an alternative protein source,” says
helping of cricket flour. Yes, they contain ground-up Meryl (Natow) Breidbart. The company attracted a Chips.
bugs, an excellent source of protein. Crickets have six hefty investment from billionaire entrepreneur Mark
legs, which is why the company is called Six Foods. Cuban after pitching Chirps Chips on Shark Tank.
Founders Rose Wang, Laura D’Asaro, and Meryl Six Foods is targeting consumers who care about
(Natow) Breidbart got the idea for Chirps Chips the environment, live a healthy lifestyle, and like the
after tasting foods made from bugs. They knew novelty and nutrition of gluten-free chips made from
that hundreds of millions of people worldwide eat high-protein cricket flour. Its chipsCHaPtEr 14: Retailing,
are available in Direct Marketing, and Wholesaling 377
scorpions and other insects as part of their daily diet. more than a thousand stores nationwide, and online
• The Creative Marketing feature cap-
Insect protein is cheaper and gentler on the earth’s at Amazon.com. It also sells cricket-rich cookie mix
Creative Marketing
resources than cattle and other traditional protein and cricket powder for home cooks. Can Chirps Chips
tures dynamic changes in marketing. It
sources. Producing a pound of beef requires more change America’s snacking habits and disrupt the
than a thousand gallons of water, compared to the U.S. market for salty snacks?a some clicks are becoming click and brick
explores unique marketing approaches
at IBM, Uber, and Casper. Amazon, Bonobos, Casper, and Warby Parker began
as online retailers, building market share and
20 permanent stores, with plans for up to 200 in the
coming years. Warby Parker eased into traditional
customer loyalty without a single brick-and-mortar retailing after receiving requests to try on eyeglass
PRIZM Premier, by Claritas (formerly under Nielsen), is a service commonly used store. Amazon rose to fame marketing books, while frames in person. Today, the company has 100 stores
by marketers to segment by demographic variables. It can also be used to segmentBonobos by became known for men’s pants, Casper in North America, with more on the way.
psychographic variables and lifestyles. PRIZM combines demographics, consumer behavior, for mattresses, and Warby Parker for eyeglasses. All Thanks to their detailed databases, online retailers
and geographic data to help marketers identify, understand, and reach their customers four andare now part of a growing trend: online retailers can pinpoint clusters of customers, very important
prospects, resulting in a highly robust tool for marketers.23 PRIZM divides U.S. households
opening actual stores. What’s more, customers are when deciding where to locate new stores. Many see
flocking
into demographically and behaviorally distinct segments that take into account such factors as through the doors. physical locations as a good way to test or showcase
likes, dislikes, lifestyles, and purchase behaviors. Used by thousands of marketers, includingAmazon has been experimenting with a variety selected products, meet customers in person, and
many Fortune 500 companies, PRIZM provides marketers with a common tool for under- of creative retail formats for books and for groceries, enhance the buying experience. In some cases,
standing152
and reaching customers in a highly diverse and complex marketplace. including
Partpop-up locations
3: Customer and stores
Behavior without
and E-Marketing online retailers can move into prime spaces suddenly
cashiers. Bonobos has more than 30 stores where available as traditional stores close, with flexible lease
men can be measured for proper fit and receive arrangements to manage the financial risk of trying new
Behavioristic Variables • In the Integrity in Marketing boxed
InTegRITy In MARkeTIng expert assistance. Casper’s first mattress stores
were pop-up shops, open for a limited time. These
locations. Looking ahead, watch for brick-and-mortar
retailing to continue opening new marketing doors for
Firms can divide a market according to consumer behavior toward a product, which commonly
proved so popular that the company soon opened
involves an aspect of consumers’ product use. For example, a market may be separated into users—
features, topics such as ethics, sustain-
online retailers, year after year.a
recycling,
classified as heavy, moderate, Zara nonusers.
or light—and style To satisfy a specific group, such as heavy ability, privacy, and social responsibil-
users, marketers may create a distinctive product and price, or initiate special distribution and pro-
Zara is famous worldwide as a fast-fashion For example,
motion activities. Per capita consumption data can help determine different levels of usage by prod- Zara’s Join Life product line features ity are considered. Featured companies
retailer, speeding
who use the latest styles from itsway,
Spanish “garments with a marketing
increase past,” all manufactured
efforts and makefromshopping
a more convenient. Retailers like Kroger, Whole
uct category. To satisfy customers
headquarters to a
a product
global
in a certain
network of 2,200
some feature—packaging,
stores newly-developed
size, texture, or color—may be designed precisely to make the product easier to use, safer, or more fabric made entirely from recycled include
Foods, and Costco have partnered with Instacart to provide personal Zara,
shopping Pepsi, and Everlane.
and pick-up
as new
convenient. Many web-based trendshave
services emerge.
beenItsmodified
designers to study when the user ismaterials
detectthe orsuch
on a smart- as recycled
delivery services cotton.
in many metropolitan areas. Many supermarket chains offer their own
deliveryalso
or invites
curbside pickup services, as well as meal kits, that help busy consumers save
tastes
phone or other mobile device and
and to buying behavior
adjust the displayofforcustomers in 96
optimal appearance for mobileThe retailer
users. customers to drop used
time. Marketing analytics toolsbins
are at
helping supermarkets remain competitive. Kroger, for
Benefit segmentation geographic regionsoftoaplan
is the division products
market suited to
according benefits thatand
to each unwanted garments into collection
consumers
market’s preferences. After design and manufacture, hundreds example,
of stores has
in employed
30 countries. a customer
The idea data-driven
is to approach to analyze what products to stock,
want from the product. Although most types of market segmentation assume a relationship where
between the variable andthe company sends
customers’ needs,each storesegmentation
benefit two new-product differs in thatgive
the these
benefitsitemstoastock
second them, anddonating
life by even redesign
them store
to layouts to improve the overall store experience
charitable for customers. 10
organizations such as the Red Cross and
customers seek are theirshipments weeklyConsider
product needs. so customers thatcan choose from
a customer whoanpurchases over-the- Another type of supermarket that may take back market share from discount stores is the
ever-changing
counter cold relief medication may be selection
interestedofinsizes,
twocolors, and stopping
benefits: styles. a runnythe nose
Salvation
and Army. Not only does this recycling effort
hard discounter. Hard discounters maintain a no-frills environment and have a minimal assort-
Now Zara is polishing its reputation as an
relieving chest congestion. By determining desired benefits, marketers can divide people ment help the planet
into ofbygoods
keeping tons of used clothing
they can sell at very low prices. These supermarkets first emerged in Europe.
out of464
landfills, it also benefits people Part 6: Promotion Decisions
innovative recycler of fashions and fabrics. Beyond
groups by the benefits they seek. The effectiveness of such segmentation depends on three Now German benefit grocery chains in
segmentation
need. Zara
Aldi
The and Lidl have expanded outside of Europe and into the
the immediate appeal to consumers who care about
conditions: (1) the benefits sought must be identifiable, (2) using these benefits, marketers and its parent
United company
States. track all recycling activities
• The Entrepreneurship in Marketing
division of a market according
earth-friendly products, segments,
recycling isanda key one or more of and
(3)element clothing donation numbers as two of the
must be able to divide people
in
into recognizable
parent company Inditex’s long-term
segments must be accessible to the firm’s marketing efforts. entrepreneurship in Marketing
strategy to
the resulting
many Superstores
companywide
to benefits that consumers want
sustainability metrics used to
feature focuses on the role of entrepre-
cut waste and support environmental sustainability.
from the product
determine progress toward long-term goals.a
Superstores, which originated in Europe, are giant retail outlets that carry not only the food
skin in the game: rodan + Fields gets Personal with Direct selling
neurship and the need for creativity in and non-food products ordinarily found in supermarkets, but also routinely purchased con-
sumer products such as housewares, hardware, small appliances, clothing, and personal-care
developing successful marketing strat- Rodan + Fields was founded by dermatologists Katie its website. Consultants are likely to use Facebook and
products. Superstores combine features of discount stores and supermarkets and generally
Rodan and Kathy Fields, the doctors who founded Instagram to connect with customers, and interested
carry about four times as many items as supermarkets. Superstores also offer additional
egies by featuring satisfaction.
successful entre-of the behavior are noservices,
When outcomes Proactiv,or
longerincluding
satisfying
Having
a popular
no longer
dry cleaning,
attained
linecontribute
of skincare for treating acne. parties are directed to the consultant’s personal Rodan +
automotive repair, check cashing, and bill paying. Examples
wide-reaching success with Proactiv, Fields website to fill orders. The company believes
to achieving a desired goal, the person may switch to another
include Walmartproduct or organization.
Supercenters, some Kroger Forstores, and SuperTarget stores.
preneurial companies
29463_ch05_hr_114-138.indd 127 like WeWork,
instance, if the hairdresser leaves the salon, the consumer the duo marketed Rodan + Fields as skincare for a
To cutmight stopand
handling going if therecosts,
inventory is nosuperstores
one this digital direct-selling model is crucial to reaching
25/7/19 8:21 am
use sophisticated operating techniques
more “mature” population. The company initially consumers across large geographic areas.
SpotHero, and Brandless.
else there who can do a comparable haircut. and often have tall shelving that displays entire assortments of products. Superstores can
chose
occupy information,
Purchasing decisions require that customers process
to sell
an area of as much product
as 200,000
an ability
through high-end
squareby
that varies
department Rodanfeet
feet (compared with 45,000 square + Fields’ businesssuperstores
in tradi- model hasGiant
beenretail outlets
a major
that carry food and non-food
stores, having been purchased by Estée Lauder. success. In recent years, the company has earned
individual. The type of information inexperiencedtional buyers supermarkets).
use However, Salesfrom
may differ volume
theis
with limited
typically
type
success used two to three times that of supermarkets, partly
in stores, the
products found in supermarkets,
by experienced shoppers who are familiar with thebecause product locations
andboughtnear good
purchase transportation
situation. Thus, networks
two helpfounders $1.5 billion
generate the in-store in annual
traffic neededrevenue. The skincare company
as well as most routinely
for types
profitability. back the company and decided to relaunch it launched a new line called purchased
Spotless to target products
consumer
potential buyers of an antique desk may use different of information in making their
as a digital, direct selling firm. pur- teenagers and young adults. Only time will tell if the
chase decisions. The inexperienced buyer may judge the desk’s value Theby price and
founders appearance,
recognized that social commerce is new teen-oriented line will take off, but clearly Rodan +
whereas the more experienced buyer may look at the construction and condition
the future. of theproducts
Instead of selling desk in stores, Rodan + Fields has proved to be a successful personal selling
as well as information about the manufacturer, period, and place of origin
Fields to assess
sell through the desk’s
independent consultants and through business.a
quality and value. Consumers who lack experience may seek information from others when
making a purchase and even take along an informed friend with experience. Experienced
• Key term definitions appear in the margins to help students build their marketing vocabulary.
buyers have greater self-confidence and more knowledge about the product and can recognize
which product features are reliable 29463_ch14_hr_370-399.indd
cues to quality. 377 16/08/19 8:38 am

• Figures, tables, photographs, advertisements,

Marketers help customers learn about their products
Learning Objective
maNagiNg
17-5
experience with them, which makes customers feel more comfortable. They engage
and Snapshot
by facilitating
The sales
17-5 features
opportunities to gain
force
in shaping
increase comprehen-
Discuss eight major
sion and stimulate interest.
potential buyers’ early experience through free samples, sometimes coupled with coupons,
decisions in sales
which can encourage trial and reduce purchase risk. For instance, because some consumers
The sales force is directly responsible for generating one of an organization’s primary inputs:
may be wary of trying new products outside ofmanagement.
• A complete Chapter Review covers the major topics discussed and is organized based
their routine, Costco, H-E-B’ssales revenue.
Central Market,Without adequate sales revenue, businesses cannot survive. In addition, a firm’s
and Whole Foods permit companies to sample their products in the stores’ aisles. reputation is often determined by the ethical conduct of its sales force. Indeed, a positive ethi-
Personal-care
upon the chapter objectives.
products sometimes include a sample of another product in the package. In-store demonstra- cal climate, one
turnover intention
component of corporate culture, has been linked with decreased role stress and
product and improved job attitudes and job performance in sales. Research has dem-
28
tions foster knowledge of product uses. A software producer may use point-of-sale
• The list of Key Concepts provides another end-of-chapter study aid to expand students’
demonstrations to introduce a new product or allow potential customers to onstrated
trial of the software for a month to determine whether they like the software.company
downloadthat
Test drives
a negative ethical climate will trigger higher-performing salespeople to leave a
a free
at agive
higher rate than those in a company perceived to be ethical.29 The morale and
marketing vocabulary.
potential new-car purchasers some experience with the automobile’s features.ultimately the success of a firm’s sales force depend in large part on adequate compensation,
room for advancement, sufficient training, and management support—all key areas of sales man-
Consumers also learn by experiencing products indirectly through information from
• The Developing Your Marketing Plan feature allows students to explore each chapter topic
salespeople, advertisements, websites, internet videos, social media, friends, and relatives.
agement. Salespeople who are not satisfied with these elements may leave. Evaluating the input
of salespeople is an important part of sales force management because of its strong bearing on a
These allow marketers to offer information before (and sometimes after) purchases that can
in relation to developing and implementing a marketing plan.firm’s success. Empowering leadership that makes salespeople feel like important contributors
positively impacts how a sales team spreads knowledge among its customers. Additionally, sales 30

environments that stress creativity appear to place greater significance on the selection and place-
• Issues for Discussion and Reviewmentat the endsales-force
of salespeople, of each chapter
training, performanceencourage furthersystems.
appraisals, and compensation study and 31

exploration of chapter content. TableWe17.1 provides recommendations on how to attract and retain a top-quality sales force.
explore eight general areas of sales management: establishing sales-force objectives,
determining sales-force size, recruiting and selecting salespeople, training sales personnel,
compensating salespeople, motivating salespeople, managing sales territories, and controlling
29463_ch06_hr_139-167.indd 152
and evaluating sales-force performance.
25/7/19 8:22 am

17-5a Establishing Sales-Force Objectives

To manage a sales force effectively, sales managers must develop sales objectives. Sales objec-
tives tell salespeople what they are expected to accomplish during a specified time period.
Copyright 2022 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in They giveto the
part. Due sales force
electronic rights, direction
some thirdand
partypurpose and be
content may serve as standards
suppressed foreBook
from the evaluating and
and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learningthe
controlling reserves the right of
performance to remove additional Sales
sales personnel. contentobjectives
at any timeshould
if subsequent rights
be stated in restrictions
precise, require it.
Preface xvii

• Each chapter has an end-of-chapter case to help students understand the application of
chapter concepts. Some examples of companies highlighted in the cases are Instagram,
Alibaba, Tesla, and Gainsight.
• Online appendices discuss marketing career opportunities, explore financial analysis in
marketing, and present a sample marketing plan. All of these appendices appear online on
the instructor and student companion sites and in MindTap.
• A comprehensive glossary defines more than 600 important marketing terms.

TEXT ORGANIZATION
We have organized the six parts of Foundations of Marketing to give students a theoretical and
practical understanding of marketing decision making.
Part 1 Strategic Marketing and Its Environment
In Chapter 1, we define marketing and explore several key concepts: customers
and target markets, the marketing mix, relationship marketing, the marketing con-
cept, and value-driven marketing. In Chapter 2, we look at an overview of strategic
marketing topics, such as the strategic planning process; corporate, business-unit,
and marketing strategies; the implementation of marketing strategies; performance
evaluation of marketing strategies; and the components of the marketing plan. We
examine competitive, economic, political, legal and regulatory, technological, and
sociocultural forces as well as social responsibility and ethical issues in marketing
decisions that can have profound effects on marketing strategies in Chapter 3.
Part 2 Marketing Research and Target Markets
In Chapter 4, we provide a foundation for analyzing buyers with a look at the
basic steps in the marketing research process. We also discuss the importance
of marketing analytics. We look at elements that affect buying decisions to bet-
ter analyze customers’ needs and evaluate how specific marketing strategies
can satisfy those needs. In Chapter 5, we deal with how to select and analyze
target markets—one of the major steps in marketing strategy development.
Part 3 Customer Behavior and E-Marketing
We examine consumer buying decision processes and factors that influence
buying decisions in Chapter 6. In Chapter 7, we explore business markets,
business customers, the buying center, and the business buying decision pro-
cess. Chapter 8 focuses on the actions, involvement, and strategies of marketers
that serve international customers. In Chapter 9, we discuss digital marketing,
social media, and social networking.
Part 4 Product and Price Decisions
In Chapter 10, we introduce basic concepts and relationships that must be
understood to make effective product decisions as well as branding, packaging,
and labeling. We analyze a variety of dimensions regarding product management
in Chapter 11, including line extensions and product modification, new-product
development, product deletions, and the nature, importance, and characteristics
of services. In Chapter 12, we initially discuss price and non-price competition.
Then we analyze the eight stages of the process marketers use to establish prices.
We explore a variety of pricing topics such as demand, elasticity, marginal analy-
sis, break-even analysis, the basis for pricing, and pricing strategies.
Part 5 Distribution Decisions
In Chapter 13, we look at supply chain management, marketing channels, and
the decisions and activities associated with the physical distribution of products,

such as order processing, materials handling, warehousing, inventory man-

agement, and transportation. Chapter 14 explores retailing and wholesaling,
including types of retailers and wholesalers, direct marketing and selling, and
strategic retailing issues.
Part 6 Promotion Decisions
We discuss integrated marketing communications in Chapter 15. The com-
munication process and major promotional methods that can be included in
promotion mixes are described. In Chapter 16, we analyze the major steps in
developing an advertising campaign. We also define public relations and how it
can be used. Chapter 17 deals with personal selling and the role it can play in
a firm’s promotional efforts. We also explore the general characteristics of sales
promotion and describe sales-promotion techniques.

A COMPREHENSIVE INSTRUCTIONAL
RESOURCE PACKAGE
For instructors, this edition of Foundations of Marketing includes an exceptionally compre-
hensive package of teaching materials.

Instructor’s Manual
The Instructor’s Manual has been revamped to meet the needs of an engaging classroom
environment. It has been updated with diverse and dynamic discussion starters, classroom
activities, and group exercises.

Test Bank
The test bank provides more than 3,000 test items including true/false, multiple-choice, and
essay questions. Each objective test item is accompanied by the correct answer, appropriate
Learning Objective, level of difficulty, Bloom’s level of thinking, Interdisciplinary Learning
Outcomes, and Marketing Disciplinary Learning Outcomes. Cengage Learning Testing
Powered by Cognero is a flexible, online system that allows you to:
• Author, edit, and manage test bank content from multiple Cengage Learning solutions
• Create multiple test versions in an instant
• Deliver tests from your LMS, your classroom, or wherever you want

American Marketing Association Professional

Certified Marketer®
The American Marketing Association offers marketing graduates the opportunity of adding
the AMA PCM® credentials to their undergraduate or MBA degree, which can serve as a sym-
bol of professional excellence that affirms mastery of marketing knowledge and commitment
to quality in the practice of marketing. Certification, which is voluntary, requires passing a
rigorous and comprehensive exam and then maintaining your certification through continu-
ing education. Earning your AMA PCM® certification demonstrates to employers, peers, and
clients that you:
• Have mastered essential marketing knowledge and practices
• Go the extra mile to stay current in the marketing field
• Follow the highest professional standards

The AMA recommends Pride and Ferrell’s Foundations of Marketing as a suggested resource
for AMA PCM® students to utilize as they prepare for taking the AMA PCM® Certification
exam, and the text was used as a source to design the course and as a source for suitable
examination questions. Now, more than ever, you need to stand out in the marketplace. AMA’s
Professional Certified Marketer (PCM®) program is the perfect way to showcase your exper-
tise and set yourself apart.
To learn more about the American Marketing Association and the AMA PCM® exam, visit
https://www.ama.org/digital-marketing-certification/.

PowerPoint Slides
PowerPoint continues to be a very popular teaching device, and a special effort has been made
to upgrade the PowerPoint program to enhance classroom teaching. Premium lecture slides,
containing such content as advertisements, Web links, and unique graphs and data, have been
created to provide instructors with up-to-date, unique content to increase student application
and interest.

Marketing Case Series

This series contains the cases that can be found at the end of each chapter that include infor-
mation about exciting companies, such as Salesforce.com, Impossible Foods, and The Cocoa
Exchange.

MindTap for Marketing

MindTap is a personalized teaching experience with relevant assignments that guide students
to analyze, apply, and improve thinking, allowing them to measure skills and outcomes with
ease.
• Personalized Teaching: Becomes yours with a learning path that is built with key student
objectives. Control what students see and when they see it. Use it as is or match to your
syllabus exactly—hide, rearrange, add, and create your own content.
• Guide Students: A unique learning path of relevant readings, multimedia, and activities
that move students up the learning taxonomy from basic knowledge and comprehension
to analysis and application.
• Promote Better Outcomes: Empower instructors and motivate students with analytics and
reports that provide a snapshot of class progress, time in course, and engagement and
completion rates.

Your Comments and Suggestions Are Valued

As authors, our major focus has been on teaching and preparing learning materials for intro-
ductory marketing students. We have traveled extensively to work with students and to under-
stand the needs of professors of introductory marketing courses. We both teach introductory
marketing courses on a regular basis and test the materials included in this book, test bank,
and other ancillary materials to make sure they are effective in the classroom. Using our book,
Bill Pride has recently developed an online principles of marketing course at Texas A&M
University.
Through the years, professors and students have sent us many helpful suggestions for
improving the text and ancillary components. We invite your comments, questions, and criti-
cisms. We want to do our best to provide materials that enhance the teaching and learning
of marketing concepts and strategies. Your suggestions will be sincerely appreciated. Please
write us, or e-mail us at w-pride@tamu.edu or ocf0003@auburn.edu, or call 979-845-5857
(Bill Pride).

Like most textbooks, this one reflects the ideas of many Cheryl A. Fabrizi, Pennsylvania State University
academicians and practitioners who have contributed to the Kathleen Ferris-Costa, Bridgewater State University
development of the marketing discipline. We appreciate the James Finch, Howard Payne University
opportunity to present their ideas in this book. A number of Renée Florsheim, Loyola Marymount University
individuals have made helpful comments and recommenda- John Fraedrich, Southern Illinois University, Carbondale
tions in their reviews of this or earlier editions. We appreciate Terry Gabel, Consultant
the generous help of these reviewers: Robert Garrity, University of Hawaii
Geoffrey L. Gordon, Northern Illinois University
John Hafer, University of Nebraska at Omaha
Zafar U. Ahmed, Lebanese American University David Hansen, Texas Southern University
Thomas Ainscough, University of South Florida Nancy Hanson-Rasmussen, University of Wisconsin–Eau
Sana Akili, U.S. Department of Commerce Claire
Joe F. Alexander, Belmont University Michael Hartline, Florida State University
David M. Ambrose, Drexel University Salah S. Hassan, George Washington University
David Andrus, Kansas State University Manoj Hastak, American University
Emin Babakus, University of Memphis Dean Headley, Wichita State University
Siva Balasubramanian, Illinois Institute of Technology Esther Headley, Wichita State University
Joseph Ballenger, Stephen F. Austin State University Tony Henthorne, University of Nevada, Las Vegas
Frank Barber, Cuyahoga Community College Elizabeth C. Hirschman, University of Virginia at Wise
Walter H. Beck, Sr., Reinhardt College Charlie Hofacker, Florida State University
Russell Belk, York University Ron Johnson, University of Pittsburg
Karen Berger, Pace University Theodore F. Jula, Technical Marketing Associates
Roger Blackwell, Blackwell Business Advisors Jerome Katrichis, University of Hartford
Nancy Bloom, Nassau Community College Garland Keesling, Towson University
Joseph G. Bonnici, Central Connecticut State University James Kellaris, University of Cincinnati
John Boos, Ohio Wesleyan University Sylvia Keyes, Bridgewater State College
Peter Bortolotti, Johnson & Wales University Hal Koenig, Oregon State University
Chris D. Bottomley, Ocean County College Kathleen Krentler, San Diego State University
Jenell Bramlage, University of Northwestern Ohio John Krupa, Jr., Johnson & Wales University
John R. Brooks, Jr., Houston Baptist University Barbara Lafferty, University of South Florida
Linda Calderone, Farmingdale State University of New York Patricia Laidler, Massasoit Community College
Joseph Cangelosi, University of Central Arkansas Bernard LaLonde, Ohio State University
William J. Carner, Westminster College Richard A. Lancioni, L&H Marketing Consultants
Nancy M. Carr, Community College of Philadelphia Geoffrey P. Lantos, Stonehill College
Lawrence Chase, Tompkins Cortland Community College John Lavin, Strategic Media Group
Larry Chonko, University of Texas at Arlington Marilyn Lavin, University of Wisconsin-Whitewater
Ernest F. Cooke, Loyola College–Baltimore Monle Lee, Indiana University–South Bend
Deborah L. Cowles, Virginia Commonwealth University Richard C. Leventhal, Ashford University
William L. Cron, Texas Christian University Marilyn L. Liebrenz-Himes, George Washington
Sally Dibb, Coventry University University
Katherine Dillon, Ocean County College Terry Loe, Kennesaw State University
Ralph DiPietro, Montclair State University Mary Logan, Global University
Paul Dishman, Utah Valley University Paul Londrigan, Mott Community College
Casey L. Donoho, California State University Anthony Lucas, Community College of Allegheny County
Todd Donovan, Colorado State University George Lucas, Schul Baker Partners
Kent Drummond, University of Wyoming William Lundstrom, Cleveland State University
Tinus Van Drunen, University Twente (Netherlands) Rhonda Mack, College of Charleston

Stan Madden, Baylor University Steven A. Taylor, Illinois State University

Patricia M. Manninen, North Shore Community College Ira Teich, Touro College
Gerald L. Manning, Des Moines Area Community College Debbie Thorne, Texas State University
Franklyn Manu, Morgan State University Sharynn Tomlin, Angelo State University
Gayle J. Marco, Robert Morris College James Underwood, University of Louisiana–Lafayette
Carolyn A. Massiah, University of Central Florida Dale Varble, Indiana State University
James McAlexander, Oregon State University Bronis Verhage, Georgia State University
Donald McCartney, University of Wisconsin–Green Bay R. “Vish” Viswanathan Iyer, University of Northern
Jeffrey A. Meier, Fox Valley Technical College Colorado
Marilyn Martin Melchiorre, College of Idaho Kirk Wakefield, Baylor University
Martin Meyers, University of Wisconsin–Stevens Point Harlan Wallingford, Pace University
Keith Murray, Bryant University Jacquelyn Warwick, Andrews University
Carolyn Y. Nicholson, Stetson University James F. Wenthe, Georgia College
James R. Ogden, Kutztown University of Pennsylvania Janice Williams, University of Central Oklahoma
Shannon Ogden, Black River Technical College
Lois Bitner Olson, San Diego State University
Robert S. Owen, Texas A&M University—Texarkana
David P. Paul III, Monmouth University We would like to thank Charlie Hofacker and Michael
Terry Paul, Ohio State University Hartline, both of Florida State University, for many helpful
Teresa Pavia, University of Utah suggestions and insights in developing the chapter on digi-
John Perrachione, Truman State University tal marketing and social networking. Michael Hartline also
Lana Podolak, Community College of Beaver County assisted in the development of the marketing plan outline and
William Presutti, Duquesne University provided suggestions throughout the text. In this edition we
Daniel Rajaratnam, University of Texas at Dallas also appreciate a review and helpful comments from Martin
Mohammed Rawwas, University of Northern Iowa Key for the Digital Marketing chapter. Catherine Roster,
James D. Reed, Louisiana State University–Shreveport University of New Mexico, and Marty Meyers, University of
John Reed, University of New Mexico Wisconsin–Stevens Point, provided important assistance in
William Rhey, Hawaii Pacific University revising several chapters.
Glen Riecken, College of Charleston We thank Gwyn Walters and Kelsey Reddick for their
Bruce Robertson, San Francisco State University research and editorial assistance in the revision of the chap-
Robert A. Robicheaux, University of Alabama–Birmingham ters. We appreciate the efforts of Marian Wood and Jennifer
Bert Rosenbloom, Drexel University Sawayda for developing and revising a number of boxed fea-
Robert H. Ross, Wichita State University tures and cases. We deeply appreciate the assistance of Cassie
Vicki Rostedt, The University of Akron Holt, Lucy Le, Siarra Waddy, Alexa Garcia, Brenda Aram,
Catherine Roster, University of New Mexico and Clarissa Means for providing editorial technical assis-
Don Roy, Middle Tennessee State University tance and support.
Catherine Ruggieri, St. John’s University We express appreciation for the support and encourage-
Rob Salamida, SUNY Broome Community College ment given to us by our colleagues at Texas A&M University
Ronald Schill, Middlebury Institute of International Studies and Auburn University. We are also grateful for the comments
at Monterey and suggestions we received from our own students, student
Bodo Schlegelmilch, Vienna University of Economics and focus groups, and student correspondents who provided feed-
Business Administration back through the website.
Donald Sciglimpaglia, San Diego State University A number of talented professionals at Cengage Learning
Abhay Shah, Colorado State University—Pueblo and SPi Global have contributed to the development of
Mark Siders, Southern Oregon University this book. We are especially grateful to Erin Joyner, Mike
Lyndon Simkin, Coventry University Schenk, Joe Sabatino, Heather Mooney, Allie Janneck, John
Paul J. Solomon, University of South Florida Rich, Stephanie Hall, Megan Guiliani, Bethany Bourgeois,
Eric R. Spangenberg, University of Mississippi Audrey Wyrick, and Lucía Hermo del Teso. Their inspiration,
Rosann L. Spiro, Indiana University patience, support, and friendship are invaluable.
William Staples, University of Houston–Clear Lake
Crina Tarasi, Central Michigan University William M. Pride
Ruth Taylor, Texas State University O.C. Ferrell

William M. Pride O.C. Ferrell

Texas A&M University Auburn University

William M. Pride is Professor of Marketing, Mays Business O.C. Ferrell is the James T. Pursell Sr. Eminent Scholar in
School, at Texas A&M University. He received his PhD from Ethics and Director of the Center for Ethical Organizational
Louisiana State University. In addition to this text, he is the Cultures, Auburn University. He served as the Distinguished
co-author of Cengage Learning’s Business MindTap and Professor of Leadership and Ethics at Belmont University
Foundations of Business, market leaders. Dr. Pride has taught and University Distinguished Professor of Marketing in
Principles of Marketing and other marketing courses for more the Anderson School of Management at University of New
than 40 years at both the undergraduate and graduate levels. Mexico. He has also been on the faculties of University
Dr. Pride’s research interests are in advertising, promo- of Wyoming, Colorado State University, University of
tion, and distribution channels. His research articles have Memphis, Texas A&M University, Illinois State University,
appeared in major journals in the fields of marketing, such as and Southern Illinois University. He received his PhD in
the Journal of Marketing, the Journal of Marketing Research, Marketing from Louisiana State University.
the Journal of the Academy of Marketing Science, and the He is immediate past president of the Academy of
Journal of Advertising. Marketing Science and past vice president of publica-
Dr. Pride is a member of the American Marketing tions. He is past president of the Academic Council of the
Association, Academy of Marketing Science, Society for American Marketing Association and chaired the American
Marketing Advances, and the Marketing Management Marketing Association Ethics Committee. Under his lead-
Association. He has received the Marketing Fellow Award ership, the committee developed the AMA Code of Ethics
from the Society for Marketing Advances and the Marketing and the AMA Code of Ethics for Marketing on the internet.
Innovation Award from the Marketing Management In addition, he is a member of the Academy of Marketing
Association. Both of these are lifetime-achievement awards. Science Board of Governors and is a Society of Marketing
Advances and Southwestern Marketing Association Fellow
and an Academy of Marketing Science Distinguished
Fellow. He was the first recipient of the Marketing Education
Innovation Award from the Marketing Management
Association. He received a Lifetime Achievement Award
from the Macromarketing Society and a special award for
service to doctoral students from the Southeast Doctoral
Consortium. He received the Harold Berkman Lifetime
Service Award from the Academy of Marketing Science
and the Cutco/Vector Distinguished Marketing Educator
Award.
Dr. Ferrell is the co-author of 20 books and more than
100 published articles and papers. His articles have been
published in the Journal of Marketing Research, the Journal
of Marketing, the Journal of Business Ethics, the Journal of
Business Research, the Journal of the Academy of Marketing
Science, and the Journal of Public Policy & Marketing, as
well as other journals.

xxii

1 Strategic Marketing and Its Environment

1 Customer-Driven Strategic Marketing

2 Planning, Implementing, and Evaluating
Marketing Strategies
3 The Marketing Environment, Social
Responsibility, and Ethics

PART 1 introduces the field of marketing and offers a broad

perspective from which to explore and analyze various
components of the marketing discipline.
CHAPTER 1 defines marketing and explores some key concepts,
including customers and target markets, the marketing mix,
relationship marketing, the marketing concept, and value.
CHAPTER 2 provides an overview of strategic marketing issues,
such as the effect of organizational resources and opportunities on
the planning process; the role of the mission statement; corporate,
business-unit, and marketing strategies; and the creation of the
marketing plan.
CHAPTER 3 deals with environmental forces and with the role of
social responsibility and ethics in marketing decisions.
AYA IMAGES/SHUTTERSTOCK.COM

1 Customer-Driven Strategic
Marketing
LEARNING OBJECTIVES
1-1 Define marketing. 1-5 Summarize the marketing concept.
1-2 Explain the different variables of the 1-6 Identify the importance of building customer
marketing mix. relationships.
1-3 Describe how marketing creates value. 1-7 Explain why marketing is important to our global
1-4 Briefly describe the marketing environment. economy.

ANDRIY BLOKHIN/SHUTTERSTOCK.COM
Whole Foods Is the Whole Package
Two entrepreneurs, John Mackey and Renee In order to market to Amazon shoppers, Whole
Lawson Hardy, began a challenging venture to Foods offers discounts for Amazon Prime custom-
create a company that incorporated the values of ers, and grocery delivery is available with Prime Now.
healthy living and conscious capitalism, all with Amazon has been strategic in the changes it has
a $45,000 loan. Their efforts led them to open a made since acquiring Whole Foods. For example,
small natural foods store named SaferWay, which earlier this year Amazon decided to end construc-
later became Whole Foods. The values held by tion of new 365 stores, a type of store created to offer
Whole Foods have enabled the company to turn more affordable natural products. Since acquiring
its mission into a reality. The core values of the the grocery chain, Amazon has been cutting costs
company involve meeting customer needs and and, therefore, feels that creating additional 365
committing to selling the highest quality natural stores is unnecessary. The good news for custom-
and organic products. Whole Foods, now owned ers who shop at the existing 365 stores is that they
by Amazon, also aims to create positive and ethi- will remain in business. Whole Foods and their new
cal ongoing p artnerships with suppliers and to owner, Amazon, continue to implement success-
create growth and profit while caring about the ful marketing strategies for their customers, and
community and the environment. Amazon has promised additional changes as well.1

Amazon is working to evolve Whole Foods grocery stores so its high-quality, natural food
becomes more affordable. However, it is faced with competitors such as Trader Joe’s, Sprouts
Farmers Market, and The Fresh Market. Like all organizations, Whole Foods and Amazon
must make marketing decisions and create a satisfying exchange relationship.
This chapter introduces the strategic marketing concepts and decisions covered
throughout the text. First, we develop a definition of marketing and explore each element
of the definition in detail. Next, we explore the importance of value-driven marketing.
We also introduce the marketing concept and consider several issues associated with its
implementation. Additionally, we take a look at the management of customer relationships
and relationship marketing. Finally, we examine the importance of marketing in a global
society.

Learning Objective 1-1

Define marketing. 1-1 DEFINING MARKETING
If you ask several people what marketing is, you are likely to hear a variety of descriptions.
marketing The process of Although many people think marketing is advertising or selling, marketing is much more
creating, pricing, distributing,
complex than most people realize. In this book we define marketing as the process of creat-
and promoting goods, services,
ing, pricing, distributing, and promoting goods, services, and ideas to facilitate satisfying
and ideas to facilitate satisfying
exchange relationships with exchange relationships with customers and to develop and maintain favorable relationships
customers and to develop and with stakeholders in a dynamic environment. Our definition is consistent with that of the
maintain favorable relationships American Marketing Association (AMA), which defines marketing as “the activity, set of
with stakeholders in a dynamic institutions, and processes for creating, communicating, delivering, and exchanging offerings
environment that have value for customers, clients, partners, and society at large.”2

Figure 1.1 Components of Strategic Marketing

Marketing-mix variables are often viewed as controllable because they can be m odified.
However, there are limits to how much marketing managers can alter them. Economic
conditions, competitive structure, and government regulations may prevent a manager from
adjusting the marketing mix frequently or significantly. Making changes in the size, shape,
and design of most tangible goods is expensive; therefore, such product features are not altered
very often. Services are easier to adjust, and there could be an opportunity for the consumer to
select a service. In addition, promotional campaigns and methods used to communicate with
and persuade consumers ordinarily cannot be revised overnight. Changes in the way products
are distributed are much easier than in the past due to e-commerce. Pricing may be the easiest
marketing-mix variable to change.

1-1a Marketing Focuses on Customers

As the purchasers of the products that organizations develop, price, distribute, and promote, customers The purchasers of
c ustomers are the focal point of marketing activities (see Figure 1.1). Companies define their organizations’ products; the focal
products not as what they make or produce, but as what they do to satisfy customers. The Walt point of all marketing activities
Disney Company is not in the business of establishing theme parks; it is in the business of target market A specific
entertainment and making people happy. At Disney World, customers are guests and group of customers on whom
employees are cast members providing a performance and entertainment experience. an organization focuses its
The essence of marketing is to develop satis- marketing efforts
fying exchanges from which both customers and
marketers benefit. The customer expects to gain

a reward or benefit greater than the costs incurred
in a marketing transaction. The marketer expects
to gain something of value in return, generally the
price charged for the product. Through buyer–seller
interaction, a customer develops expectations about
the seller’s future behavior. To fulfill these expecta-
tions, the marketer must deliver on promises made.
Over time, this interaction results in relationships
between the two parties. Fast-food restaurants such
as Wendy’s and Subway depend on repeat purchases
from satisfied customers—many often live or work a
few miles from these restaurants—whereas customer
expectations revolve around tasty food, value, and
dependable service.
Organizations generally focus their marketing
efforts on a specific group of customers, called a
t arget market. Looking at the ad for Kraft, par-
ents who want snacks that will satisfy both them-
selves as well as their children are its target
market.
Marketing managers may define a target mar-
ket as a vast number of people, or as a relatively
small group. Often companies target multiple mar-
kets with different products, prices, distribution
systems, and promotions for each one. Others focus
SOURCE: KRAFT FOODS GROUP, INC.

on a smaller, niche market. For example, Cruzbike,

based in North Carolina, designs high-quality
recumbent road bikes that accommodate riders with
saddle, back, neck, or wrist pain or injury, which
is a relatively small m arket.3 Home Depot, on the
other hand, targets multiple markets with thousands Appealing to a Target Market
of products. Kraft makes snack food designed for the whole family.

Learning Objective 1-2

Explain the different variables
1-2 ARKETING DEALS WITH PRODUCTS,
M
of the marketing mix. PRICE, DISTRIBUTION, AND PROMOTION
Marketing involves developing and managing a product that will satisfy customer needs. It
also requires promotion to help customers learn about the product and determine if it will
satisfy their needs. It focuses on communicating availability in the right place and at the right
price. Activities are planned, organized, implemented, and controlled to meet the needs of
customers within the target market. Marketers refer to four variables—product, price,
distribution, and promotion—as the marketing mix. Marketing creates value through the
marketing mix. A primary goal of marketing managers is to create and maintain the right mix
of these variables to satisfy customers’ needs for a general product type. They decide what
type of each variable to use and how to synchronize the variables. (Note in Figure 1.1 that the
marketing mix is built around the customer.) Amazon is well-known for its implementation of
the marketing mix. It routinely engages in research and development to create new products
such as its digital assistant, Echo. It promotes its products through advertising, social media,
and media events. Best Buy and other retailers provide Amazon products at a premium price
to convey their quality and effectiveness.
Marketing managers strive to develop a marketing mix that matches the needs of custom-
ers in the target market. For example, many restaurants, like Modern Market Eatery, offer half
portions to appeal to guests seeking greater control over calorie consumption.4 Marketing
managers must constantly monitor the competition and adapt their product, pricing, distribu-
tion, and promotion decisions to create long-term success.
Before marketers can develop a marketing mix, they must collect in-depth, up-to-date
information about customer needs. Such information might include data about the age,
marketing mix Four marketing income, ethnicity, gender, and educational level of people in the target market, their prefer-
variables—product, price, ences for product features, their attitudes toward competitors’ products, and the frequency
distribution, and promotion— with which they use the product. Today, marketers have access to a large amount of data about
that a firm controls to meet the their customers by tracking purchases using social media and other sources. For example,
needs of customers within its Chrome Industries, a cycling apparel and accessories company, closely monitors trends to
target market adjust its marketing mix to provide constant functional as well as style changes. Armed with
product A good, a service, or market information, marketing managers are better able to develop a marketing mix that satis-
an idea fies a specific target market.
Let’s look more closely at the decisions and
activities related to each marketing-mix variable.
Average Time Spent Per Adult
Per Day by Device
1-2a Product
Actions Average Hours Spent per Day
Successful marketing efforts result in products that
Television 4 hrs., 46 mins. become part of everyday life. Consider the satis-
faction customers have had over the years from
Coca-Cola, Levi’s jeans, Visa credit cards, Tylenol
Radio 1 hr., 46 mins. pain relievers, and the Microsoft Surface. The
product variable of the marketing mix deals with
Smartphone (App/Web Use) 2 hrs., 22 mins. researching customers’ needs and wants and
designing a product that satisfies them. A product
could be considered a bundle of satisfaction that
Tablet (App/Web Use) 47 mins. provides value to the consumer. A product can be a
good, a service, or an idea. A good is a physical
entity you can touch. Oakley sunglasses, Nike run-
SNAPSHOT ning shoes, and Tesla automobiles are all examples
Note: Some amount of simultaneous usage may occur across devices.
of products. A service is the application of human
Source: Q1 2018 Neilsen Total Audience Report and mechanical efforts to people or objects to

Das Kind, v o r d e m E i n t r i t t i n d i e S c h u l e, bedarf der

Schulung der S i n n e s k r a f t. Dies geschieht am besten durch
Uebung der Naturbetrachtung. Es bedarf ferner der Erhaltung und
Förderung seiner mitgebrachten G e l e n k i g k e i t durch möglichst
geringe, lose und luftige Bekleidung und durch möglichst große
Freiheit der selbstgewollten Bewegungen in gut ventilierten, warmen
Zimmern und im Freien bei warmer, sonniger Witterung. Vom vierten
Lebensjahre können Ordnungsspiele günstig einwirken. Atmung und
Herztätigkeit, sowie ein stetiges Wachstum werden gefördert, die
erste Zahnung vollzieht sich ohne Gefahren.

Tafel VIII.
MISS JSADORA DUNCAN
STATUETTE: Prof. W. SCHOTT

Fig. 19, 20, 21. Der hygienische und ästhetische Tanz.

In den d r e i e r s t e n S c h u l j a h r e n, in welchem der

Zahnwechsel statthat und auch sonst das Knochenskelett sich
entwickelt, ist das Kind durch die verminderte Bewegung und durch
das Sitzen in der wenig guten Luft der Schulräume gefährdet. Die
Atmung ist eine oberflächliche, der Stoffwechsel verlangsamt, der
Wachstumreiz herabgesetzt. S y s t e m a t i s c h e M a r s c h - u n d
S c h n e l l i g k e i t s ü b u n g e n bringen den Ausgleich. Letztere sind
am besten in Form des Tanzes, der Bewegungsspiele im Freien und
Gleichgewichtsübungen vorzunehmen.
In den n ä c h s t e n f ü n f S c h u l j a h r e n, in welchen das
Längenwachstum fortschreitet, die Knochen bereits fester und die
Muskeln ausdauernder werden, treten zu dem bisherigen
Uebungsprogramm der Dauerlauf, das Schlittschuhlaufen, der Hoch-,
Weit- und Stabsprung, Klettern und Schwingübungen, Freiübungen
ohne stärkere Bewaffnung, schließlich Gerätübungen, bei welchen
eine Pressung ausgeschlossen ist. Vom 12. Lebensjahre ab können
auch Griffkunde, Reiten und mäßiges Schwimmen Nutzen stiften. In
der Z e i t d e r g e s c h l e c h t l i c h e n R e i f u n g und der
Vollendung des Längenwachstums, also etwa vom 13. bis 22.
Lebensjahre vollzieht sich auch das Hauptwachstum des Herzens
und der Lungen. Um diesen Organen die nötige Anregung zur
Entwicklung zu geben, bedarf der Körper starker Bewegungsreize.
Der Schnellauf, der Bergsport, Wettspiele, kurzdauernde
Ringkämpfe, Wettschwimmen auf kurze Distanzen, Gerätübungen
aller Art, Fechten, Boxen, Radfahren, Rudern und Skilauf sind
vorzügliche Uebungen, die möglichst vielseitig betrieben werden
sollen. Vom 22. bis 30. J a h r e vollzieht der Körper hauptsächlich
sein Breitenwachstum und festigt sich innerlich. Dies ist die Zeit des
Uebermutes und der Waghalsigkeit, aber leider auch der
Ausschweifung. Kraftübungen aller Art sollen hier mit
Gewandtheitsübungen in stetem Wechsel bleiben,
Leichtgewichtsathletik systematisch die Schwergewichtsathletik
vorbereiten und durch letztere ergänzt werden. Ringen soll die
allseitige Ausbildung erhalten und fördern und Umsicht,
Schlagfertigkeit und Willensstärke fördern.
In der V o l l k r a f t d e r J a h r e vom 30. bis 40. Lebensjahre
muß man sich die bisher erworbene Schnelligkeit und Gewandtheit
zu erhalten und die höchste Ausbildung der Kraft und Ausdauer zu
erwerben suchen. Kraft- und Dauerübungen sind maximal zu
steigern.
Schwergewichtsathletik vernünftig und mäßig betrieben, kann
durch Verarbeitung der Reservestoffe nützlich wirken.
Nach dem 40. Lebensjahre muß man sich die erworbene Kraft,
Gelenkigkeit und Ausdauer möglichst lange zu erhalten suchen; man
gebraucht hiezu Frei- und Dauerübungen, sowie Gerätübungen, die
bereits in Fleisch und Blut übergegangen sind. In vorgerückterem
Alter soll man alle Uebungen meiden, welche den Kopf längere Zeit
nach unten bringen. Für jedes Lebensalter aber gilt die goldene
Regel zu i n d i v i d u a l i s i e r e n. Die schwachen Stellen des Körpers
müssen aufgesucht und so lange geübt werden, bis sie nach
Aussehen und Leistungsfähigkeit in den gesamten Körperrahmen
hineinpassen.
V. Teil.
Die Körperpflege durch Licht und
Luft.

Um die Einwirkung von Licht und Luft auf den Körper richtig zu
schätzen, muß man ihre p h y s i k a l i s c h e n E i g e n s c h a f t e n
kennen.
1. Physikalische Eigenschaften des Lichtes; Einfluß auf
Pflanzen, Bakterien und den tierischen Organismus.
Man nimmt an, daß das Licht aus transversalen Schwingungen
des Äthers besteht. Die durch die Erschütterung des Lichtäthers
entstandenen Wellen sind verschieden lang und von verschiedener
Dauer. Unser Auge empfindet diese Verschiedenheit als f a r b i g e s
Licht. Das Sonnenlicht, das uns gleichmäßig weiß erscheint, ist ein
zusammengesetztes, farbiges Licht, welches nur in seiner
Gesamtheit auf unser Auge einen weißen Eindruck macht. Wir
können dasselbe in seine einzelnen Bestandteile zerlegen, indem wir
das Sonnenlicht durch einen feinen Spalt auf ein Glas- oder
Quarzprisma auffallen lassen und dann sehen wir die
Regenbogenfarben rot, orange, gelb, grün, hellblau, dunkelblau,
violett. Schließlich gibt es noch farbiges Licht, das wir mit unseren
Augen nicht erkennen können, welches aber wissenschaftlich
nachgewiesen ist, das sogenannte ultraviolette Licht. Das rote Licht
hat vorwiegend wärmebringende, das blaue, violette und
ultraviolette Licht dagegen mehr chemisch wirksame Strahlen, die
gelben und grünen Strahlen sind mehr optischer Natur und heißen
kurzweg Lichtstrahlen. Das Sonnenlicht wechselt seinen Reichtum an
chemischen Strahlen, es ist reicher an denselben in höheren
Regionen und im Süden, ärmer in der Niederung und im Norden. Die
verschiedenen Körper lassen je nach ihrer Eigenart die eine oder
andere Lichtart oberflächlicher oder tiefer eindringen. Wohin auch
immer in der organischen Welt das Licht dringt, äußert es seinen
Einfluß.
Die P f l a n z e n gebrauchen zur Blütenbildung, zum Wachstum,
zur Assimilation, zur Richtung ihrer Form, zur Entrichtung des
Blattgrüns, zur Entfaltung ihrer Farben und ihres Duftes
nachgewiesenermaßen eine bestimmte Stärke der Beleuchtung, und
zwar ist für sie das elektrische Bogenlicht nicht minder wertvoll als
das Sonnenlicht. Ein Zuviel oder ein Zuwenig der Lichtmenge
bedroht ihre Existenz, ebenso die Permanenz der Lichtwirkung.
Licht- und Dunkelheitsbedürfnis stehen in einem gewissen
Verhältnis.
Interessant ist der Kampf des Lichtes gegen die B a k t e r i e n,
jener kleinen Pilze, welche unter geeignete Lebensbedingungen
gebracht, trotz ihrer Kleinheit durch ihre außerordentlich schnelle
und starke Vermehrung und durch ihre Virulenz (Giftigkeit) eine
fabelhafte Wirksamkeit entfalten können. Dieselben sind imstande,
durch ihre Ansiedlung auf kranken Organen des menschlichen
Körpers denselben völlig zu zerstören. Eine große Reihe
wissenschaftlicher Versuche haben gezeigt, daß das Licht und zwar
sowohl das Sonnen-, als auch das elektrische Licht h e m m e n d ,
ja vernichtend auf die Entwicklung der
Bakterienzellen wirkt, daß ihre Virulenz
g e m i n d e r t w i r d. Diese immunisierende, baktericide oder
Desinfektionskraft ist weniger dem Einfluß der Wärme, als der
chemischen Wirksamkeit des Lichtes zuzuschreiben. Selbst
diejenigen Bakterien, welche der trockenen und feuchten heißen Luft
und den stärksten chemischen antiseptischen Mitteln widerstehen,
werden durch Lichtwirkung vernichtet. Dabei ergaben die
Experimente die wichtige Tatsache, daß nicht nur das direkte
Sonnenlicht, sondern auch das d i f f u s e Ta g e s l i c h t das
Wachstum der Bakterien hemmte und dieselben tötete, wenn auch
die Wirkungszeit desselben viermal länger war.
In der Wissenschaft liebt man es, physiologische Erkenntnisse,
die für den menschlichen Organismus nutzbar gemacht werden
sollen, zuvor durch Tierexperimente zu erhärten. Deshalb ist die
Tatsache, daß auch der tierische Organismus
b e s t i m m t e B e e i n f l u s s u n g d u r c h L i c h t z e i g t, von
großer wissenschaftlicher Bedeutung.
Der Tierkörper zeigt zunächst eine deutliche Beeinflussung
seines N e r v e n s y s t e m s, besonders durch die chemischen
Strahlen des Lichtes. Der normale, elektrische Strom der Nerven
wird erhöht, die Reflextätigkeit gesteigert. Der S t o f f w e c h s e l
wird besonders durch die stark brechenden Strahlen angeregt und
gesteigert. Sauerstoffaufnahme und Kohlensäure und
Wasserdampfabgabe sind wesentlich vermehrt, der
Kohlenstoffumsatz erhöht. Die Stoffwechselerhöhung geschieht nicht
nur auf dem gewöhnlichen Wege, sondern hauptsächlich von der
Haut aus, indem das Licht auf die im Hautorgan gelegenen
Nervenendigungen erregend wirkt. Dieser Antrieb wird nach innen
zu den großen Nervencentren im Gehirn und Rückenmark
fortgeleitet und von dort auf die Muskel- und Drüsennerven
weitergegeben, welche die erhöhte Zersetzung und Arbeit in den
zugehörigen Organen veranlassen. Licht erhöht ferner die
W a c h s t u m s v o r g ä n g e. Denn läßt man Tiere gleicher Art und
Gattung sich vergleichsweise im Dunkeln und im Licht entwickeln, so
sind die belichteten an Länge und Gewicht überlegen. Bei Fischen
und Amphibien heilen verstümmelte Glieder im Lichte schneller als
im Dunkeln. Gewisse niedere Tierarten zeigen wie die Pflanzen die
Erscheinung des Heliotropismus, sich nach der Sonne hinzukehren,
um den richtenden Einfluß der Sonnenstrahlen sich nutzbar zu
machen. Die direkte Einwirkung des Lichts auf das t i e r i s c h e
E i w e i ß ist ebenfalls nachgewiesen, indem durch plötzliche
Beleuchtung sich dasselbe zusammenzieht, also in Bewegung
gebracht wird. Die r o t e n B l u t k ö r p e r c h e n verändern unter
Belichtung ihre Gestalt, ihre Bildung wird durch Lichtmangel
verlangsamt. Besonders stark wird unter Lichtwirkung der
B l u t f a r b s t o f f g e h a l t vermehrt und derselbe an die Peripherie
fortbewegt zum Schutz gegen die zu starke Belichtung. Bei zu
intensiver Belichtung kann Sonnenbrand der Haut entstehen. Nicht
unerwähnt darf schließlich das h o h e L i c h t b e d ü r f n i s vieler
Tiere bleiben und die u m s t i m m e n d e und lebenerweckende Kraft
des Lichtes, sowie endlich die Eigenschaft einiger Tierkörper,
selbstleuchtend zu werden.
2. Einfluß des Lichtes auf den gesunden Menschen.
So mannigfach wie das Licht in der unbelebten und belebten
Welt sich wirksam erweist, so vielfach ist auch sein Einfluß auf den
Menschen. Durch zwei Pforten tritt das Licht in den Körper ein, durch
die Augen- und durch die Hautpforte. In der Bahn des Sehnerven
werden quantitativ und qualitativ verschiedene Sinneseindrücke zum
Gehirn geleitet und durch Vermittlung der Psyche, der Stoffwechsel,
die Atmung, das Gefäßsystem beeinflußt, von den Hautnerven aus
wird der Lichtreiz zu den nervösen Zentralorganen geleitet und von
dort den Muskeln und Drüsen mitgeteilt. Da aber das Hautorgan für
Licht durchgängig ist, so äußert es auch direkte Tiefenwirkung. Das
Licht ist also einerseits wie die Kälte oder Hitze des Wassers ein
B e w e g u n g s r e i z, der bei dem Abhängigkeitsverhältnis der
inneren Organe von dem Hautorgan von der Oberfläche aus
reflektorisch das Innere des Körpers trifft und beherrscht,
andererseits ein direkter örtlicher Reiz für die getroffenen in der
Tiefe gelegenen Gewebe. Auf diesem Wege ruft das Licht bestimmte
Veränderungen in den Organen hervor, wird aber auch selbst
verändert.
Die Haut ist bekanntlich mit einem ungemein großen
Blutgefäßnetz begabt. Dieses wird durch den Lichtreiz stark erweitert
und die Haut so chronisch gerötet. Mit der starken
D u r c h b l u t u n g d e s H a u t o r g a n s erfahren nicht nur die
inneren Organe eine erhebliche Entlastung, sondern das Hautorgan
tritt in den Zustand erhöhter Funktionstätigkeit, es atmet stärker,
scheidet stärker aus etc. Ist die Belichtung eine sehr intensive auf
längere Zeit, so entzündet sich die Haut leicht und zeigt die
Erscheinungen des S o n n e n b r a n d e s. Die Haut ist stark gerötet,
schmerzt und zeigt schließlich Blasenbildung, nach drei bis vier
Tagen beginnt sie sich zu schälen, die rote Farbe wird bräunlich. Die
neue Haut ist nicht abnorm lichtempfindlich.
Wirkt das Licht allmählicher, so b r ä u n t sich langsam die Haut
entweder umschrieben in der Form der Sommersprossen oder
allgemein. Der Vorgang der Bräunung beruht auf der Wirksamkeit
der chemischen Lichtstrahlen und ist eine Schutzvorrichtung gegen
das Zuviel der Lichtnahrung, denn der Hautfarbstoff (Pigment)
verschluckt die chemischen Lichtstrahlen. Je stärker der Mensch
gebräunt ist, um so weniger hat er unter der Lichtwirkung zu leiden.
Daher finden wir auch die Menschen, je näher sie am Aequator
wohnen, stärker gebräunt, weil sie des Lichtschutzes benötigen. Je
länger und je intensiver das Licht auf die Haut wirkt, um so dunkler
wird das Braun derselben. Die Dunkelfärbung ist aber Ursache, daß
größere W ä r m e m e n g e n in den Körper eintreten können. Die
Ueberhitzung wird durch stärkere Schweiße ausgeglichen. Die
Kleidung kann die Hautbräunung nicht ersetzen, denn helle Kleider
bieten dem L i c h t e zu wenig Widerstand, dunkle Kleider saugen zu
viel W ä r m e auf.
Wie das direkte Sonnenlicht, so wirkt auch das elektrische
Bogenlicht und ferner das reflektierte Licht, wie die Erscheinung des
Gletscherbrandes beweist.
Auf dem Wege ins Innere des Körpers begegnet das Licht einem
Hindernis, dem Blutorgan, welches die chemischen Strahlen zum Teil
verschluckt. Trotzdem dringt noch ein genügend großer Lichtvorrat
in den Organismus ein, um wirksam zu werden. Der
B l u t f a r b s t o f f d e r r o t e n B l u t s c h e i b e n vermehrt sich
unter Lichtwirkung und der Zellen- und G e s a m t s t o f f w e c h s e l
wird erhöht. Quinckes Versuche bewiesen, daß durch Belichtung der
Aufbau und der Abbau der Stoffe schneller und ausgiebiger erfolgt,
als im Dunkel. Ferner wurde nachgewiesen, daß beim nackten,
belichteten Körper der Stoffwechsel schneller ist, als beim
bekleideten und zwar um so rascher, je mehr direktes Sonnenlicht
den Körper trifft. Also auch in dieser Beziehung beweist sich die
Bekleidung als ein Hindernis für den natürlichen Ablauf der
Körperfunktionen auf Lichtwirkung.
Eine sehr augenfällige Wirkung des Lichts ist die
Beeinflussung des W a c h s t u m s. Haare und Nägel
wachsen im Lichte schneller als im Dunkeln. Das Wachstum der
Kinder bleibt in sommerarmen Monaten fast gänzlich stehen,
Bewohner von lichtarmen Kellerwohnungen und von lichtarmen,
tiefgelegenen Gebirgstälern bleiben in der Entwicklung zurück.
Nicht minder deutlich ist die E i n w i r k u n g d e s L i c h t s auf
die P s y c h e. Wie gedrückt ist die Stimmung der meisten Menschen
bei bewölktem Himmel, wie reizvoll und belebt erscheint uns die
Natur, und wie kraftvoll fühlen wir uns selbst, sobald nur ein heller
Sonnenstrahl durch die Wolken bricht! Kein Wunder, daß die
Mehrzahl der Selbstmorde in den lichtarmen Monaten passieren! Nur
kranke Menschen sind lichtscheu, gesunde Menschen haben ein
hohes Lichtbedürfnis.
Die Macht des Lichtes wird uns recht erkennbar, wenn wir die
Kraft und Schönheit derjenigen Völkerrassen vergleichen, welche
unbekleidet dem Lichte und der Luft ausgesetzt sind, wie Neger und
Indianer, mit dem kranken und unschönen Aussehen der Eskimos.
Rechnen wir zu allen angeführten Lichtwirkungen noch die
Wärmewirkungen des direkten und diffusen Sonnenlichtes, so
müssen wir die Sonne als die größte Wohltäterin der Menschheit
erkennen.
Als solche erweist sich dieselbe nicht nur dem gesunden,
sondern ganz besonders auch dem k r a n k e n M e n s c h e n
gegenüber.
3. Einfluß des Lichtes auf den kranken Menschen.
Die Geschichte der Medizin lehrt, daß man zu allen Zeiten das
Licht zu Heilzwecken ausgenutzt hat.

Tafel IX.
Fig. 22. Im Sonnenbad.
1. Im Sitzbade. 2. In der Packung. 3. Leibmassage im Sonnenbad. 4.
Pulskurvenaufnahme. 5. Herzuntersuchung. 6. Brustspielraummaße festgelegt.
Und zwar verwendet man die W ä r m e d e s L i c h t s, um im
Körper eine Wärmestauung mit nachfolgendem Schweißausbruch zu
erzeugen und dadurch den Organismus nicht nur vom
überschüssigen Körperwasser, sondern auch von den in ihm
befindlichen Fremdstoffen und Selbstgiften zu befreien. Durch dies
künstliche Feuer gelingt es, die belastenden Fettmassen des Körpers
einzuschmelzen, rheumatische und Giftstoffe zu verbrennen, den
unverbrannten Körperzucker bei Zuckerkranken zu oxydieren, bei
allen Stoffwechselkranken mit Verlangsamung der Lebensvorgänge
fördernd zu wirken, die in Körperhöhlen und in den Geweben nicht
aufgesaugten, wässrigen Ausscheidungen zur Aufsaugung zu
bringen, Syphilis, Skrofulose, Haut- und Knochenleiden zu heilen,
Nerven- und andere Schmerzen zu lindern und Schwächezustände
der verschiedensten Art und manche andere Krankheit zu beseitigen.
Unterstützend wirkt überall da, wo man zunächst nur die Wärme
beansprucht, der spezielle Lichteinfluß mit.
Tafel X.

Fig. 23. Im Sonnenbad.

1. Rumpfpackung. 2. Ganzpackung. 3. Im Sitzbade. 4. Thure-Brandt-Gymnastik
im Sonnenbade. 5. Knieguß. 7. Organuntersuchung im Luftbade. 8. Vermessung
der Körpermaße.

Diese Art der Lichtanwendung geschieht in Form von Sonnen-

und elektrischen Lichtkastenbädern.

a) D a s S o n n e n b a d.

In einem vor Wind geschützten, umzäunten, nach Süden

gelegenen und oben offenen Raume, liegen die Patienten auf
Matratzen oder Decken, oder auf sonnedurchglühtem Sande; der
Kopf ruht etwas erhöht auf einem Kopfpolster und ist durch ein
verstellbares Schattendach geschützt, die Augen werden durch einen
Hut oder Augenschirm noch besonders bewahrt. (Fig. 22, 23.) Der
Sonnenbadler wendet den Körper von Zeit zu Zeit, so daß alle Teile
nacheinander besonnt werden, bis lebhafter Schweißausbruch
erfolgt. Den Schweißausbruch kann man beschleunigen, indem man
das Liegen in der Sonne durch Bewegung, wie Turnen (Fig. 24, 25)
oder Turnspiele oder durch nutzbringende Beschäftigung und
ablenkende Gartenarbeit etc. unterbricht. Will man die
Schweißwirkung stark ausnutzen, so empfiehlt es sich, das
Sonnenbad auf dem von der Sonne erhitzten, weißen, feinen Sande
zu nehmen, also das Sonnenbad mit einem Sandbade zu verbinden,
welche Kombination besonders N i e r e n k r a n k e n anzuraten ist,
oder zum Zwecke des Nachschwitzens sich in wollene Decken
einpacken zu lassen. Diejenigen Patienten, welche noch wenig an
Luft und Sonne gewöhnt sind, tun gut, anfangs nicht gleich den
ganzen Körper, sondern nur Teile desselben der Sonne auszusetzen,
also zunächst mit Barfußgehen anzufangen (Fig. 25) und dann ein
Kleidungsstück nach dem andern abzulegen, den
lichtempfindlichsten Teil des Körpers, den Kopf, durch eine leichte
Kopfbedeckung zu schützen und öfters den Schatten der Bäume
aufzusuchen.

Tafel XI.
Fig. 24. An den Geräten.
An den kühleren Tagen des Jahres wird das Sonnenbad mit
Vorteil in atelierartigen Räumen genommen, mit elektrischer
Ventilation und bequem zu öffnenden Fenstern. Das Glasdach muß
wegen der Gefahr der Ueberhitzung durch eine Berieselungsanlage
leicht zu kühlen sein. Durch rote, blaue und andersfarbige Gardinen
muß es möglich gemacht werden, Farbenzimmer herzustellen.

Tafel XII.

Fig. 25. Barfußlaufen im Grase. (Teilluftbad. Beginn der

Abhärtung.)
Mit dem Sonnenbade werden nützlich häufig Massage- und
Gymnastikkuren verbunden. Den Beschluß des Bades bildet je nach
der Krankheit eine abkühlende Wasserprozedur, ein Halbbad,
Vollbad, Rumpfbad, Kneipp’scher Guß oder kühles Regenbad.

Fig. 26. Geöffnetes Glühlicht-Vollbad zum Sitzen.

Fig. 27. Elektrisches Glühlicht-Vollbad mit 36 Glühlampen
zum Liegen.

b) D a s e l e k t r i s c h e L i c h t b a d.

Da man nicht immer das Sonnenlicht in genügender Intensität

zur Verfügung hat, so macht man sich das elektrische Licht zu nutze
und baut zu diesem Zwecke Lichtkästen, welche man inwendig mit
elektrischen Glüh- oder Bogenlampen bewaffnet. Diese Lichtkästen
(Fig. 26, 27[5]) sind im wesentlichen Kästen von verschiedenster
Form und Größe, meist zum Sitzen des Patienten, seltener zum
Liegen eingerichtet. An den mit Milchglas ausgelegten Innenwänden
befinden sich meist 48 Lampen, in 8 Reihen gleichmäßig verteilt;
jede Lampenreihe ist, zum Schutz gegen Verbrennung des Patienten
durch Berührung mit senkrecht stehenden Metallstäbchen versehen.
Oben wird der Kasten durch einen verschiebbaren Deckel
geschlossen, so daß der Kopf des Patienten außerhalb des Kastens
ist, vorn befindet sich die verschließbare Tür, durch welche der
Patient eintritt. In derselben befindet sich eine Oeffnung zur
Pulskontrolle, zur Darreichung von Herzkühlern und für irgend
welche physiologischen Experimente. Zur Beruhigung für ängstliche
Patienten ist im Kasten selbst eine elektrische Klingel angebracht
und Tür- und Verschlußdeckel so eingerichtet, daß sie mit
Leichtigkeit vom Patienten selbst geöffnet werden können. Ein im
Deckel angebrachtes Thermometer gestattet die Kontrolle der
Temperatur. Die Lichtreihen sind einzeln oder paarweise
auszuschalten.
[5] Die Abbildungen der Lichtheilapparate sind uns von der Firma Reiniger,
Gebbert u. Schall in Erlangen, welche diese Apparate fabriziert, freundlichst
zur Verfügung gestellt worden.

Fig. 28. Elektrisches Rumpflichtbad.

Fig. 29. Elektrisches Armlichtbad.
Fig. 30. Elektrisches Fußlichtbad.

Die G l ü h l i c h t k a s t e n b ä d e r sind saubere Schwitzbäder

feinster Art, welche mancherlei Vorzüge vor den Dampfkasten- und
Heißtrockenluftbädern haben und überall da angezeigt, wo
Schwitzbäder überhaupt am Platze sind. Sie werden als Voll- und
Teilbäder verabreicht. (Fig. 28, 29, 30). Gegenüber den anderen
schweißerregenden Proceduren, welche den Körper durch L e i t u n g
mit Wärme laden, wirkt beim Glühlichtbad die s t r a h l e n d e
W ä r m e, welche tiefer in den Körper eindringt und meist
angenehmer von den Patienten empfunden wird. Schon bei relativ
geringen Temperaturen von 30 bis 35° C treten Schweiße auf, die
reichlicher bei 40° C und darüber werden. 60° C sollen möglichst
nicht überschritten werden. Der frühzeitige Schweißausbruch
ermöglicht eine relativ kurze Dauer des Bades (15-20 Minuten). Die
Wärmezuführung kann durch Ein- und Ausschalten gut abgestuft
werden. Kongestionen zur Lunge sind nicht zu fürchten, weil der
Kopf außerhalb des Kastens ist und der Lunge auf diese Weise gute,
kühle Luft zugeführt werden kann. Das Herz wird bei dem Schwitzen
mittelst Glühlichts nur wenig angestrengt. Spezifische
L i c h t w i r k u n g kommt den Glühlichtbädern nicht zu. Diese findet
man vielmehr in den B o g e n l i c h t b ä d e r n.

Fig. 31. Kombiniertes Lichtbad.

Das Bogenlicht in Kästen nach Art der Glühlichtkästen gebracht,
ist weniger eingeführt, weil die Kästen zu schnell zu heiß werden,
örtliche Hautentzündungen entstehen und Gefahr der Verbrennung
der Haut durch abspritzende, glühende Kohlenbestandteile besteht.
Diese Gefahr und Unbequemlichkeit sind in dem kombinierten
Lichtkasten der Firma Reiniger, Gebbert & Schall beseitigt, in
welchem Achteckkasten die Armatur wie in dem beschriebenen
Glühlichtkasten vorgesehen ist, außerdem 4 Bogenlampen, die durch
blaue Scheiben das Spritzen der Funken verhindern. (Fig. 31.)
F i n s e n hat sich zur Vermeidung der Uebelstände einen
L i c h t b a d e r a u m eingerichtet, in welchem ein paar Meter über
dem Fußboden einige Bogenlampen von 80 bis 100 Ampères
Stromstärke aufgehängt sind. Die Temperatur des Baderaumes ist
eine mäßige; in demselben bewegen sich die Patienten wie im
Sonnenlichtbade nackend, nur mit gelben oder rauchgrauen
Schutzgläsern bekleidet, zum Schutze der Augen. Die Anwendung
dieser Art von Bogenlichtbädern ist da geboten, wo man spezifische
Licht- nicht Wärmewirkung gebraucht.
Fig. 32. Lichtsammelapparat von Prof. Dr. F i n s e n.

c) Das konzentrierte Sonnen- und

e l e k t r i s c h e L i c h t.

Bereits im Altertum bemühte man sich die Wirkung des

Sonnenlichtes möglichst energisch auszunutzen. So wirkte P o r t a
mittels eines Glashutes bereits örtlich auf die Haut ein, so
sammelten die Amerikaner, Thayer und Barnes, in den sechziger
Jahren das Sonnenlicht mittels Brenngläsern, um Warzen, gutartige
und bösartige Neubildungen zu verbrennen, so benutzte der Laie
Mehl den L i c h t b r a n d, um die fressende Flechte und andere
Hautkrankheiten zu beseitigen. Und S t r e b e l-München gelang es,
eine Hand- oder Stativlampe zu konstruieren, welche ein Linsen-
oder Spiegelsystem trägt, welches die Wärmestrahlen eines
Voltabogens konzentriert. Der Sonnenlichtbrand ist damit durch den
j e d e r z e i t zu gebrauchenden e l e k t r i s c h e n L i c h t b r a n d
ersetzt. In gleicher Weise, wie die Sammlung der Wärmestrahlen
durch Linsen erreicht wurde, gelang auch die Sammlung der
chemischen Strahlen der Sonne und des elektrischen Lichts. Der
Kopenhagener Professor Finsen konstruierte einen
Lichtsammelapparat mit Bergkrystallinsen (Fig. 32), die
Wärmestrahlen schaltete er durch Abkühlung des Lichtes mittels
einer 30 cm breiten Schicht destillierten Wassers aus. Um die
lichtaufsaugende Wirkung des Blutes auszuschalten und somit ein
tieferes Eindringen in die Haut zu ermöglichen, konstruierte er eine
plankonvexe, doppelumränderte Linse aus Bergkrystall, in deren
Innerem stets kaltes Wasser strömt. Diese wird auf den zu
behandelnden Hautabschnitt aufgedrückt. Dieses Druckglas
(Kompressorium) macht den bedrückten Hautabschnitt blutleer und
gestattet so das Eindringen der gesammelten chemischen
Lichtstrahlen. Durch diese Art der Lichtbehandlung ist es F i n s e n
gelungen, sein Vaterland von der Seuche der fressenden Flechte zu
befreien, und viele andere Hautkrankheiten bakteriellen und nicht
bakteriellen Ursprungs erfolgreich zu behandeln.
Schutz-Marke
Reiniger Gebbert & Schmall
Erlangen.

Fig. 33. Blaulichtsammelapparat und

Blaulichtbestrahlungskörper.

Will man größere Hautbezirke örtlich mit Bogenlicht behandeln,

so eignet sich am besten hierzu ein regulierbarer e l e k t r i s c h e r
S c h e i n w e r f e r. (Fig. 33 a, b, c.) Derselbe besteht im
wesentlichen aus einer Bogenlampe von 20 bis 25 Ampères, deren
Kohlenstifte horizontal gestellt sind. Der Apparat ist mit einem
Metallspiegel (Reflektor) und einer Einrichtung zur Verschiebung des
Voltabogens vom Spiegel versehen. Zur Ausschaltung der
Wärmestrahlen benutzt man Glaslinsen, welche mit verdünnter,
ammoniakalischer Kupfersulfatlösung gefüllt sind. Durch diese läßt
man das Licht gehen. Der Scheinwerfer hat schwächere Wirkung als
der Finsen’sche Apparat.

d) D a s f a r b i g e L i c h t.

Auch die einzelnen F a r b e n des Lichtes hat man sich für die
Körperpflege nutzbar zu machen gesucht. Dieselben äußern ihre
Hauptwirkung auf G e m ü t u n d N e r v e n. Rotes Licht erregt die
Nerven, ist daher zur Anregung melancholisch und hypochondrisch
Verstimmter erfolgreich verwendet worden; grünes, blaues und
violettes Licht beruhigt die Nerven, deshalb eignet es sich zur
Behandlung nervöser Menschen, die sich in abnormer Erregung
befinden. Bei H a u t e n t z ü n d u n g e n der verschiedensten Art, bei
der R o s e, dem E x z e m, bei B l a t t e r n etc. bedient man sich zur
Behandlung des roten Lichtes, indem man die chemischen Strahlen,
welche ja die bereits entzündete Haut noch mehr entzünden
würden, abfiltriert. Die erfolgreiche Behandlung der Blattern mittels
roten Lichtes ist deswegen von besonderer Bedeutung, weil sie
eventuell die Schutzpockenimpfung überflüssig macht.
Fig. 34. Röntgenstrahlenapparat.

e) R ö n t g e n - u n d B e c q u e r e l s t r a h l e n.

Prof. R ö n t g e n in Würzburg, jetzt München, machte die

Entdeckung, als er eine Hittorf’sche Röhre (= luftleergemachte
Röhre, in welcher die Entladung elektrischer Induktionsströme
erfolgt) mit schwarzem und undurchsichtigem Karton umhüllte, in
die Nähe eines mit fluoreszierendem Bariumplatincyanür
bestrichenen Schirmes brachte, daß derselbe aufleuchtete. Es mußte
also etwas, obwohl für unser Auge unsichtbar, von der Röhre
ausstrahlen, welches ungehindert durch den Karton hindurch wirkte.
Diese Strahlen, die von der Kathode ausgehen, aber keine
Kathodenstrahlen sind, weil sie vom Magnet nicht abgelenkt werden,
nannte Röntgen X-Strahlen. (Fig. 34.) Dieselben entladen elektrische
Körper, interferieren nicht, werden weder regelmäßig reflektiert noch
gebrochen, durchdringen dagegen fast alle Stoffe. Auf die
photographische Platte wirken sie ebenso wie die Lichtstrahlen. Sie
durchdringen die Weichteile des menschlichen Körpers leichter als
die Muskeln, am schwersten die Knochen, werden also nicht wie die
chemischen Lichtstrahlen vom Blute verschluckt, und können
deshalb Tiefenwirkung äußern.
Man verwendet das R ö n t g e n l i c h t zur Erkennung der
kranken Teile des Körpers, aber auch zu deren Heilung. Leider
verbrennt dasselbe ungemein leicht die Haut und muß deshalb sehr
vorsichtig angewendet werden. Bei Hautkrankheiten, zur Enthaarung
und einigen anderen Erkrankungen leistet es gute Dienste, ja es wird
immer häufiger von K r e b s h e i l u n g e n durch Röntgenlicht
berichtet.
Ob den sogenannten B e c q u e r e l s t r a h l e n nützliche
Einwirkungen auf den menschlichen Körper zuzuschreiben sind, ist
mit Sicherheit bisher noch nicht festgestellt. Es sind dies diejenigen
Strahlen, welche von dem metallischen Uran ausgehen und
leuchtfähige Körper zum Leuchten bringen. Sie haben im
menschlichen Körper keine Tiefenwirkung.[6]
[6] Näheres über die Heilkraft der Röntgen- und Becquerelstrahlen s.
R i e c k e, Hygiene der Haut, Haare und Nägel, (Bibliothek der
Gesundheitspflege Bd. 12.)

f) B l o n d l o t - S t r a h l e n ( N - S t r a h l e n ).

Hochinteressant sind schließlich die von dem Nancyer Professor

B l o n d l o t entdeckten Strahlen, welche er zu Ehren der Stadt
Nancy die (N-) Nancy-Strahlen genannt hat. Er fand nämlich bei der
Untersuchung der von Röntgen-Röhren abgehenden Strahlen
gewisse Strahlen, welche einen schwachen elektrischen Funken
verstärken. Wie die X-Strahlen durchdringen sie undurchsichtige
Körper z. B. dünne Metallplatten, Holz, Papier, werden aber
andererseits durch eine 3 mm dicke Steinsalzschicht oder durch
Wasser und andere Substanzen aufgehalten. Sie unterscheiden sich
ferner von den X-Strahlen dadurch, daß sie den Gesetzen der
Reflexion gehorchen, polarisierbar und refraktibel sind. Diese
merkwürdigen Strahlen werden von den meisten Lichtquellen so
besonders von der S o n n e ausgesandt und von der Mehrzahl der
Körper aufgenommen. Sie können durch Kompression eines Körpers
hervorgerufen werden; sie werden von Pflanzen und vom Tierkörper
ausgesandt. Der menschliche Körper sendet die N-Strahlen in
verschiedener Intensität aus je nachdem der Muskel ruht oder sich
zusammenzieht, je nachdem ein Nerv oder Nervenzentrum in
stärkerer oder schwächerer Erregung ist. Diese Strahlen sind bisher
nur zu diagnostischen Zwecken verwendet worden; wie weit sie
hygienisch oder für Heilzwecke brauchbar sind ist bisher noch nicht
festgestellt.
4. Die Luft in Beziehung zum menschlichen Körper.
Hat sich das Licht in vieler Beziehung als ungemein wertvoll, ja
unersetzbar für den menschlichen Körper erwiesen, und haben wir
das Licht als diejenige N a h r u n g kennen gelernt, welche unser
B l u t o r g a n f a s t völlig v e r s c h l u c k t, um daraus ungeahnte
Energiemengen im Körper aufzuspeichern und daraus Kräfte der
verschiedensten Mächtigkeit zu bilden, so können wir dennoch,
wenn auch nur als Sieche, unser Dasein ohne dasselbe fristen.
Ohne Luftnahrung aber können wir nur wenige
M i n u t e n s e i n , o h n e L u f t m ü s s e n w i r s t e r b e n.
Diese unterhält alle unsere Lebensprozesse, sie ist also von noch
größerer Bedeutung für uns als das Licht.
Die Erde ist von einer Lufthülle umgeben, welche im
wesentlichen aus 20,75% Sauerstoff, 78,38% Stickstoff, 0,03%
Kohlensäure und 0,84% Wasserdampf besteht, dazu kommen
Spuren von salpetriger Säure, Ammoniak, Grubengas und
Sonnenstäubchen. Unter letzteren versteht man Kieselsäure, Staub
und die mit dem Staub aufgewirbelten Partikeliten der belebten und
unbelebten Natur. Wie alle auf der Erde befindlichen festen oder
flüssigen Körper wird auch die Luft von der A n z i e h u n g s k r a f t
der Erde festgehalten. Die Luft übt demnach einen D r u c k auf die
Oberfläche der Erde und ihre Bewohner aus; dies ist der sogenannte
Luftdruck, der mit einem Gewicht von 5 Trillionen Kilogramm auf die
Erde drückt. Dieser Luftdruck zeigt infolge der hohen
B e w e g l i c h k e i t und A u s d e h n u n g s f ä h i g k e i t d e r L u f t
unausgesetzt S c h w a n k u n g e n. Ebenso ist der
W a s s e r g e h a l t und der W ä r m e z u s t a n d der Luft in stetiger
Veränderung. Den Einfluß der Sonnenstrahlung haben wir ja bereits
kennen gelernt.
Aber wir leben ja nicht nur in durchsonnter, sondern auch in
durchfeuchteter, durchwindeter, heißer, warmer und kalter Luft in
ihren verschiedenen Kombinationen.
Ihr Verhältnis zum menschlichen Körper verstehen wir am
besten, wenn wir erstens die verschiedenen atmosphärischen
Einflüsse und zweitens die Funktionen desjenigen Organs kennen,
welches uns von derselben abschließt und wiederum mit ihr
verbindet, nämlich des Hautorgans.
Die Luft äußert eine mehr oder weniger starke W ä r m e- resp.
K ä l t ewirkung.
Diejenige Luft, welche höhere oder niedrigere Temperaturen, als
die augenblickliche Hauttemperatur hat, wirkt als ein Reiz von der
Oberfläche aus, ruft die sogenannte Reaktion hervor. Je größer die
Reizwirkung ist, d. h. je mehr die Lufttemperatur von der
Hauttemperatur sich entfernt, um so stärker ist auch die Reaktion
von seiten des Körpers.
Diese Reizwirkung ist für den Kältereiz eine etwas andere als für
den Wärmereiz. Beide reizen die Empfindungs- und die
Gefäßnerven; leiten den Reiz zu den nervösen Zentralorganen und
wirken von dort aus umstimmend und verändern daselbst den
Blutumlauf, sie verändern reflektorisch die Peristaltik im
Verdauungsapparat und die Tätigkeit der Eingeweide, sie
beeinflussen die Herz- und Gefäßarbeit, sie verändern Atmung und
Körpertemperatur, kurzum sie wirken von der Oberfläche aus
reflektorisch in die Tiefe auf a l l e Organe. Ist diese Reizwirkung eine
vorübergehende und der Kraft des Körpers individuell angepaßte, so
wird die Anregung zu e r h ö h t e r Lebensbetätigung die Folge sein,
ist der Reiz ein mehr gleichbleibender, nicht wechselnder oder für die
Reaktionskraft zu starker in seiner Höhe oder seiner Dauer, so wirkt
er e r m ü d e n d, abspannend, erschlaffend und lähmend. Bei
f o r t d a u e r n d e r Wärmewirkung wird der Körper von der
Oberfläche aus mehr und mehr mit W ä r m e g e l a d e n bis zur
vollkommenen Wärmestauung, auf welche der Körper dann mit
erhöhter Verdunstung des Körperwassers und mit Schweißausbruch
antwortet und damit den Ausgleich zur Norm anstrebt.
Bei f o r t d a u e r n d e r K ä l t e e i n w i r k u n g auf den Körper
kommt es zur abnormen Abkühlung von der Oberfläche aus, die
mehr und mehr in die Tiefe eindringt. Aber auch gegen die Gefahr
der Durchkältung hat der trainierte Körper Schutzvorrichtungen.
D i e W ä r m e- und K ä l t e e i n w i r k u n g d e r L u f t i s t
jedoch für denjenigen Körper der abgehärtet
ist, d. h. welcher sich an die verschiedenen
Te m p e r a t u r e n g e w ö h n t h a t , n i e m a l s e i n e G e f a h r
und niemals eine Verminderung der
Lebensenergie, sondern stets eine Mehrung
d e r s e l b e n. Denn die Lufttemperatur ist in jeder Sekunde eine
etwas andere, stetig stuft sie sich nach oben oder unten ab, und
jede Veränderung derselben bedeutet stets e i n e n n e u e n
L e b e n s r e i z. Denn die Luftkomponenten sind vielfache und sich
gegenseitig verändernde, so daß auch die von ihnen ausgehende
Wirkung auf den Körper eine wechselnde, vielseitige und anregende
sein muß. U n d g e r a d e i n d e m s t e t e n W e c h s e l u n d
Ineinandergreifen der Luftfaktoren liegt das
C h a r a k t e r i s t i s c h e d e s s o g e n a n n t e n L u f t b a d e s.
Die Wissenschaft hat bisher nur die e i n z e l n e n Faktoren der
Luft isoliert betrachtet und zu hygienischen und Heilzwecken
benutzt, z. B. die Sonnenwirkung in ihren Eigenschaften der Wärme
und des Lichtes, die Luftverdichtung und Luftverdünnung etc., nicht
aber in ihrer Gesamtwirkung und ist deshalb zu einer Kenntnis und
Bewertung des L u f t b a d e s bisher noch nicht vorgedrungen.
Würde dieselbe aber den Luftfluß, die Luftelektrizität, die
Luftfeuchtigkeit, die Luftgerüche u. s. w. berücksichtigt haben, so
würde sie zu der Erkenntnis gekommen sein, daß die Luft für den
menschlichen Körper der mannigfachste aller Lebensreize ist, der
durch seine Vielseitigkeit stetig die Lebensenergien vermehrt. Man
gehe nur aus der Sonne in den Schatten und bemerke den
Gegensatz der Temperaturen, man trete nur auf die freiliegende
Ebene aus dem Walde heraus, der Schutz vor dem Winde bietet, um
die bald mildere, bald gewaltigere M a s s a g e w i r k u n g d e r
L u f t b e w e g u n g am Körper zu fühlen, wie sie die heiße, warme
oder kalte, trockene oder feuchte Luft in den Körper zu pressen
sucht, wie sie den Körper austrocknet oder die Oberfläche spröde
oder feucht oder warm oder kalt macht; man bemerke, wie wir die
Muskeln anspannen müssen um dem mehr oder minder starken
Luftdruck zu begegnen. Dieselbe Luftbewegung, die wir als Druck
der veränderten Temperatur an unserem Körper fühlen, sehen wir
sie nicht mit unseren Augen und hören dieselben nicht mit unseren
Ohren deutlich vor uns, wie der Wind heult, wie die Bäume
rauschen, das Meer braust und wogt, wie die Blumen die Köpfchen
neigen, wie die Wolken jagen! Riechen wir nicht die uns zugewehten
Gerüche! Allein dieser Anreiz unserer Sinnesnerven genügt, um
schon mehr oder minder starke Bewegungen unserer Seele
hervorzurufen.
Aber noch vielseitiger ist der Luftreiz. Kombinieren wir die
Sonnen-, die Temperatur- und Luftflußwirkungen mit denen der
L u f t f e u c h t i g k e i t in ihren verschiedenen Abstufungen. In der
feuchten Luft können wir sämtliche Bäder nehmen, die wir sonst nur
in den Wasser-Badeanstalten zu bekommen gewöhnt sind. Kalte und
warme Wasser-Bäder von kurzer oder langer Dauer, wechselnd in
ihrer Temperatur mit stärkerer oder schwächerer Wasser-Bewegung,
gleichsam ein Wellenbad oder Regendouche oder Strahlendouche,
mit mehr oder weniger Elektrizität oder chemischer Lichtkraft
geladen.
Fügen wir schließlich noch den Faktor der L u f t e l e k t r i z i t ä t
zu allen bisherigen, von der wir wissen, daß sie bei jeder Temperatur
besteht, daß sie mit ihrer Erhebung bei nebligem Wetter zunimmt,
daß ihre Niederschläge bald positiv, bald negativ elektrisch sind, daß
sie in ihrer Positivität und Negativität wechselt, daß sie eine tägliche
Periode hat. Da wir ferner wissen, daß auch der menschliche Körper
elektrische Ströme beherbergt und daß unser Hautorgan in
wechselndem Grade die Elektrizität zurückhält und aufnimmt, so sind
wir auch berechtigt anzunehmen, daß unser Körper von der
Luftelektrizität beeinflußt wird, auch wenn wir die speziellen
gesundheitlichen Gesetze noch nicht wissenschaftlich erforscht
haben.
So sehen wir denn, daß sämtliche Reizarten, die wir zur
Unterhaltung des Lebens nötig haben, in der Luft enthalten sind,
nämlich der thermische, chemische, mechanische, elektrische und
physiologische Reiz. Haben wir den Körper mit sämtlichen
gymnastiziert, so ist er an die dieselben gewöhnt, d. h. gesund, hat
er sich derselben entwöhnt, so ist die Reaktion darauf eine
quantitativ aber qualitativ veränderte und der Körper krank. Wie die
Entwöhnung dieser Lebensreize den Körper siech macht, so läßt ihn
die Gewöhnung an dieselben wieder gesunden.
5. Die Arbeitsleistung der menschlichen Haut.
Bekanntlich sondert die Haut, welche beim Erwachsenen eine
Größe von 11⁄2 qm hat, stetig feste, flüssige und gasförmige Stoffe
ab. Die in dauernder Abschilferung begriffenen
Hornschichtsschüppchen, die ausfallenden Haare, der von den
Talgdrüsen abgesonderte Hautschmer, welcher Haare und Haut
einfettet und geschmeidig erhält, der von den ca. 2 Millionen
Schweißdrüsen abgesonderte Schweiß sind solche
Absonderungsprodukte. Mit dem Schweiß verlassen Farb- und
Riechstoffe, sowie Selbstgifte den Körper. Die H a u t a t m u n g ist
eine nicht unerhebliche: Gasförmig entströmen der Hautpforte
Kohlensäure und Wasserstoff und wird Sauerstoff in geringer Menge
vom Körper aufgenommen. Die Kohlensäureausscheidung ist zwar
für gewöhnlich nur gering, nämlich nur 1⁄3-1⁄2% der gesamten
Kohlensäure-Elimination; sie kann jedoch mit zunehmender
Außentemperatur und bei Körperbewegung bis zum neunfachen
wachsen. Die Wasserdampfabgabe durch die Haut ist dagegen eine
bedeutende. Während 24 Stunden beträgt sie im Ruhezustand des
Körpers 7-800 gr, steigt jedoch bei Bewegung leicht auf 1500-2000
gr und darüber. Mit dem Körperwasser verlassen Kochsalz, Harnstoff,
Fette, flüchtige Fettsäuren, Cholesterien, Rodan und andere noch
nicht studierte, teils spezifisch riechende, teils giftige Stoffe den
Körper. Die hohe Giftigkeit des Schweißes steht unzweifelhaft fest
und wird durch Körperarbeit ebenso wesentlich erhöht wie sein
Gehalt an Bakterienkeimen. Die Haut vollzieht demnach die Funktion
der D r a i n a g e (Trockenlegung) und der E n t g i f t u n g d e s
K ö r p e r s.
Nun entzieht aber jedes Liter Wasser, das bei 37° C verdampft
wird, dem Körper 580 Kalorien Wärme (unter Kalorie versteht man
diejenige Wärmemenge, welche nötig ist, um 1 Kilogramm Wasser
von 0° auf 1° Celsius zu erwärmen).
Die Haut wird also durch die Wasserabgabe zu einem
vorzüglichen K ü h l a p p a r a t des Körpers. Die Einrichtung zur
Wärmeabgabe wird durch die Fähigkeit der Haut, direkt Wärme
auszustrahlen und auszuleiten vervollkommnet. Andererseits ist die
Haut die Vermittlerin der Wärmezufuhr von außen, die unter
Umständen eine größere sein kann als die der Wärmeabgabe.
Dadurch ferner, daß das Hautorgan ein großes Blutgefäßnetz besitzt,
das bei maximaler Erweiterung ein Drittel des Gesamtblutes
aufnehmen kann, und dieses Blutreservoir je nach Bedarf weit und
eng eingestellt werden kann, ist der Körper im stande an der
Oberfläche Wärme aufzunehmen oder abzugeben, Kälte, Wind und
Nässe von sich fern zu halten. Vermittels feinsinniger Nerven vermag
der Körper diese sogenannte physikalische Wärmeregulation aufs
prompteste einzustellen; denn sie zeigen feiner als die besten
Barometer, Thermo-, Anemo- oder Hygrometer, die geringsten
Wetterkombinationen und Wetternuanzen an, vorausgesetzt, daß
man sie geübt hat. Unwillkürlich richtet sich der Körper nach dieser
Wetteranzeigevorrichtung, indem er z. B. bei Kälte oder feuchter,
windiger Luft einerseits die Wärmeabgabe durch Zusammenziehung
der Blutgefäße und der gesamten Haut verhindert und andererseits
die Muskeln durch Zittern, Frostschauer etc. in Bewegung bringt und
auch sonst das Gefühl erweckt, durch willkürliche Bewegungen
Wärme zu erzeugen.
6. Beeinträchtigung der Arbeitsleistung des Hautorgans
durch die Kleidung.
Bedenkt man alle diese wichtigen Lebensfunktionen des
Hautorgans, die der Atmung, der Trockenlegung der Gewebe, der
Entgiftung, der Kühlung und der Heizung, sowie schließlich der
Wettereinstellung des Körpers, so versteht man leicht, daß ein
Aufhören ihrer Funktion gleichbedeutend mit dem Aufhören des
Lebens ist. Ja es braucht nicht einmal die Gesamtoberfläche der
Haut, sondern nur ein größerer Bezirk derselben funktionsunfähig
gemacht zu werden, wie dies so häufig bei oberflächlichen
Verbrennungen statt hat, und der Tod tritt ein.
Jede B e h i n d e r u n g d e r H a u t f u n k t i o n f ü h r t z u
S t ö r u n g e n d e r K ö r p e r f u n k t i o n e n in mehr oder weniger
hohem Grade, so unter andern auch durch unsere moderne
Bekleidung.
Es ist experimentell von S c h i e r b e c k nachgewiesen worden,
daß je mehr der Körper bekleidet ist, um so mehr die
Wasserdampfabgabe desselben eingeschränkt wird. Damit ist aber
bewiesen, daß durch die Kleidung die Drainage- und
Entgiftungsfunktion des Hautorgans, sowie die der Wärmeregulation
nicht unwesentlich beeinträchtigt wird. Es steht wissenschaftlich
ferner fest, daß der unbekleidete Körper, weil die Luft ein schlechter
Wärmeleiter ist, durch Leitung nur ganz geringe Mengen Wärme
verliert, dagegen durch Strahlung dreimal mehr. Dieser
Wärmeverlust durch Strahlung ist jedoch nicht so bedeutend, als
man von vornherein annehmen sollte, weil ja die Luft 20-25mal
schlechter Wärme leitet als das Wasser.
Erst d i e d u r c h f e u c h t e t e L u f t leitet besser und steigert
den Wärmeverlust durch Strahlung, welcher aber nach Prof.
R u b n e r durch Bestrahlung der Sonne selbst bei geringem
Hochstand derselben in reichlichem Maße kompensiert wird.
D i e d u r c h s o n n t e L u f t kompensiert also den eventuellen
Nachteil der Luftdurchfeuchtung.
Bei feuchter Luft, selbst wenn dieselbe von stärkeren
Niederschlägen begleitet ist, hat der nackte Körper außer dem
Schutz der Sonnenbestrahlung noch den der Fettigkeit der Haut.
Denn dieselbe sorgt dafür, daß z. B. der Regen schnell an ihr
abfließt, und der Körper so vor zu großen Wärmeverlusten bewahrt
bleibt.
D u r c h w i n d e t e L u f t schützt bei mittleren und höheren
Temperaturen den unbekleideten Körper vor zu großen
Wasserverlusten und läßt Temperaturen, die die Körpertemperatur
übersteigen, leichter ertragen.
B e i w a r m e r a b e r w i n d i g e r L u f t beginnt der Körper
frühzeitiger unwillkürliche Muskelbewegungen wie Zittern,
Zusammenschauern etc. auszuüben und ist leichter aufgelegt, auch
willkürlich die Muskeln zu bewegen als bei windstiller, warmer Luft.
Beide Arten der Bewegung erzeugen Körperwärme, gleichen also
den durch den Wind erzeugten Wärmeverlust durch stärkere
Wärmeproduktion aus.
Der Körper hat aber, wie wir gesehen haben, in dem großen
Blutgefäßnetz der Haut eine Kühl- oder Wärmevorrichtung je nach
Bedarf.
B e i w i n d i g e r k a l t e r, o d e r w i n d i g e r n a s s e r
L u f t zieht er die Blutgefäße zusammen, drängt das Blut in das
Körperinnere und verhindert so eine abnorme Abkühlung, bei
w i n d i g e r w a r m e r L u f t läßt er die Blutgefäße sich später
erweitern als bei windstiller warmer Luft, weil er die Blutwärme ja
länger festhalten muß und läßt er frühzeitiger unwillkürliche und
willkürliche Bewegungen ausführen, als bei windstiller warmer Luft,
weil er ja früher auf die Erzeugung von Körperwärme angewiesen
ist.
Die Fähigkeit der Haut sich für jede mögliche Lufttemperatur
einzurichten, bedeutet demnach für den Körper einen Sonnen-,
Nässe-, Wind-, Kälte- und Wärmeschutz.
Der unbekleidete Mensch ist, vorausgesetzt,
daß er gesund und sein Hautorgan ein durch
die verschiedenen Wetterkombinationen
geschultes ist, stets dem Bekleideten
g e g e n ü b e r i m V o r t e i l. Gegen das etwaige Zuviel des Lichtes
der Sonne, hat er die Bräunung, gegen Regen die Fettigkeit, gegen

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Australia • Brazil • Canada • Mexico • Singapore • United Kingdom • United States

Learning Designer: Megan Guiliani

Production Service/Composition: SPi Global Library of Congress Control Number: 2019914943

Cover Designer: Bethany Bourgeois

Tree Image: marilyn barbone/Shutterstock.com

Rocket launching: adike/Shutterstock.com

To learn more about Cengage platforms and services, register or access

Printed in the United States of America

PART 1: Strategic Marketing and Its Environment 1

PART 2: Marketing Research and Target Markets 83

PART 3: Customer Behavior and E-Marketing 139

PART 4: Product and Price Decisions 245

Part 5: Distribution Decisions 335

Part 6: Promotion Decisions 399

AVAILABLE ONLY ONLINE:

PART 1 Strategic Marketing and Its Environment 1

Chapter 1: Customer-Driven Strategic Key Concepts 23

Chapter 3: The Marketing Environment, Social 3-7 Sociocultural Forces 67

PART 2 Marketing Research and Target Markets 83

PART 3 Customer Behavior and E-Marketing 139

PART 4 Product and Price Decisions 245

Chapter 12: Pricing Concepts and Chapter Review 330

PART 5 Distribution Decisions 335

13-4 Strategic Issues in Marketing Channels 352 14-3 Brick-and-Mortar Retailers 374

PART 6 Promotion Decisions 399

Chapter 15: Integrated Marketing Disruptive Marketing: Tesla Bypasses Traditional

THE IMPORTANCE OF MARKETING

WHAT’S NEW TO THIS EDITION?

the general content of each chapter by focusing on actual

• New illustrations and examples. New adver-

Not Confident Confident

to illustrate chapter topics. Experiences of real-world companies are used

FEATURES OF THE BOOK

Disruptive Marketing • The Disruptive Marketing boxes cover

• Figures, tables, photographs, advertisements,

17-5a Establishing Sales-Force Objectives

such as order processing, materials handling, warehousing, inventory man-

American Marketing Association Professional

Marketing Case Series

MindTap for Marketing

Your Comments and Suggestions Are Valued

Stan Madden, Baylor University Steven A. Taylor, Illinois State University

William M. Pride O.C. Ferrell

1 Strategic Marketing and Its Environment

1 Customer-Driven Strategic Marketing

PART 1 introduces the field of marketing and offers a broad

Learning Objective 1-1

Figure 1.1 Components of Strategic Marketing

1-1a Marketing Focuses on Customers

on a smaller, niche market. For example, Cruzbike,

Learning Objective 1-2

Das Kind, v o r d e m E i n t r i t t i n d i e S c h u l e, bedarf der

Fig. 19, 20, 21. Der hygienische und ästhetische Tanz.

In den d r e i e r s t e n S c h u l j a h r e n, in welchem der

Fig. 23. Im Sonnenbad.

Diese Art der Lichtanwendung geschieht in Form von Sonnen-

In einem vor Wind geschützten, umzäunten, nach Süden

Fig. 25. Barfußlaufen im Grase. (Teilluftbad. Beginn der

Fig. 26. Geöffnetes Glühlicht-Vollbad zum Sitzen.

Da man nicht immer das Sonnenlicht in genügender Intensität

Fig. 28. Elektrisches Rumpflichtbad.

Die G l ü h l i c h t k a s t e n b ä d e r sind saubere Schwitzbäder

Fig. 31. Kombiniertes Lichtbad.

c) Das konzentrierte Sonnen- und

Bereits im Altertum bemühte man sich die Wirkung des

Fig. 33. Blaulichtsammelapparat und

13-4 Strategic Issues in Marketing Channels 352 14-3 Brick-and-Mortar Retailers 374