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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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 Foundations of Marketing, Ninth Edition © 2022, 2019 Cengage Learning, Inc.
William M. Pride and O.C. Ferrell
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 To Nancy, Allen, Carmen, Gracie, Marie, Mike, Ashley,
Charlie, J.R., and Anderson Pride

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

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Contents

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

vi

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Contents vii

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

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 viii Contents

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

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Contents ix

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

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 x Contents

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

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Contents xi

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

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 xii Contents

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

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Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Preface

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

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Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Random documents with unrelated
content Scribd suggests to you:
 Sociology - Workbook
Spring 2025 - College

Prepared by: Researcher Williams

Date: July 28, 2025

Background 1: Interdisciplinary approaches

Learning Objective 1: Study tips and learning strategies
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Learning Objective 2: Research findings and conclusions
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 2: Diagram/Chart/Graph]
Learning Objective 3: Critical analysis and evaluation
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Learning Objective 4: Critical analysis and evaluation
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 5: Key terms and definitions
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Note: Case studies and real-world applications
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Historical development and evolution
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Definition: Study tips and learning strategies
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Learning outcomes and objectives
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Example 9: Critical analysis and evaluation
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Unit 2: Key terms and definitions
Note: Theoretical framework and methodology
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Historical development and evolution
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 12: Diagram/Chart/Graph]
Remember: Learning outcomes and objectives
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Note: Problem-solving strategies and techniques
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 14: Statistical analysis and interpretation
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 15: Diagram/Chart/Graph]
Definition: Assessment criteria and rubrics
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Note: Key terms and definitions
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Statistical analysis and interpretation
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Interdisciplinary approaches
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Definition: Current trends and future directions
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Unit 3: Study tips and learning strategies
Note: Key terms and definitions
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 21: Study tips and learning strategies
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Research findings and conclusions
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Key terms and definitions
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 24: Diagram/Chart/Graph]
Key Concept: Current trends and future directions
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 25: Historical development and evolution
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Literature review and discussion
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 27: Research findings and conclusions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Comparative analysis and synthesis
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Practical applications and examples
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Part 4: Research findings and conclusions
Example 30: Practical applications and examples
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Best practices and recommendations
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 32: Historical development and evolution
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Assessment criteria and rubrics
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Important: Key terms and definitions
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Practice Problem 35: Ethical considerations and implications
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 36: Current trends and future directions
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Best practices and recommendations
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 38: Best practices and recommendations
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Best practices and recommendations
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Background 5: Key terms and definitions
Important: Current trends and future directions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Critical analysis and evaluation
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 42: Diagram/Chart/Graph]
Important: Assessment criteria and rubrics
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 43: Statistical analysis and interpretation
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Historical development and evolution
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Theoretical framework and methodology
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 46: Best practices and recommendations
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Practical applications and examples
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 48: Diagram/Chart/Graph]
Important: Literature review and discussion
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 49: Diagram/Chart/Graph]
Important: Practical applications and examples
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Review 6: Experimental procedures and results
Definition: Learning outcomes and objectives
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Historical development and evolution
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 52: Critical analysis and evaluation
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Assessment criteria and rubrics
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Literature review and discussion
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Critical analysis and evaluation
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 56: Diagram/Chart/Graph]
Example 56: Comparative analysis and synthesis
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 57: Ethical considerations and implications
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 58: Diagram/Chart/Graph]
Remember: Ethical considerations and implications
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Literature review and discussion
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 60: Diagram/Chart/Graph]
Review 7: Assessment criteria and rubrics
Note: Learning outcomes and objectives
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 61: Learning outcomes and objectives
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 62: Diagram/Chart/Graph]
Key Concept: Experimental procedures and results
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 63: Diagram/Chart/Graph]
Note: Ethical considerations and implications
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 64: Assessment criteria and rubrics
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 65: Diagram/Chart/Graph]
Remember: Current trends and future directions
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 66: Diagram/Chart/Graph]
Key Concept: Best practices and recommendations
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Literature review and discussion
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Key Concept: Research findings and conclusions
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Ethical considerations and implications
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 70: Diagram/Chart/Graph]
Conclusion 8: Assessment criteria and rubrics
Remember: Study tips and learning strategies
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 71: Diagram/Chart/Graph]
Example 71: Learning outcomes and objectives
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Problem-solving strategies and techniques
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 73: Statistical analysis and interpretation
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 74: Best practices and recommendations
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Key terms and definitions
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Experimental procedures and results
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 77: Interdisciplinary approaches
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
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