Synopsis
"Marketing, 7e" by Kerin, Berkowitz, Hartley, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty - from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.
From the Publisher
THE FOLLOWING FEATURES ARE CONTENT UPDATES TO THE TEXT:
The Role of the Internet and Technology in Marketing Today: Marketing, 7e recognizes that the Internet and other digital technologies provide us with powerful new tools that can greatly enhance communication and commerce. From cover to cover, Marketing, 7e integrates coverage of e-Commerce and technology, such as e-marketplaces, dynamic pricing, viral marketing, permission marketing, personalization, multi-channel retailing, eCRM, collaborative commerce, file sharing and peer-to-peer communication, cyberservices, Internet appliances, interactive television, online secondary data sources, and virtual advertising.
New Chapter 'Implementing Interactive and Multi-Channel Marketing': (Ch 21) This chapter provides a framework for how to think about and implement marketing strategy in an Internet/Web-enabled marketspace. Emphasis is placed on interactive marketing practice and the growing application of multi-channel marketing. Students will find this chapter of interest because they will see how important it is for companies to forge collaborative channel relationships to improve their global market competitiveness.
Consumer Behavior and Organizational Behavior Chapters Earlier in Text: In response to reviewer feedback the global chapter has been moved to follow the behavior chapters allowing earlier coverage of these key chapters (now 5 & 6).
Increased Emphasis on Customer Value: (Ch 1) Presents an enhanced emphasis on customer value, the role of brands and how they make firms accountable to consumers, new products, the breadth of marketing and how it is used by many types of organizations including the Russian Hermitage museum, and a complete update of Rollerblade's marketing program.
Updated Overview of the Marketing Environment: (Ch 3) Now includes a discussion of Napster's dramatic impact on the music industry; an introduction to current electronic business technologies including the Internet, the World Wide Web, e-Commerce, electronic data interchanges, and the growth of collaborative commerce; the shifting age distribution of the population; and the changing attitudes and roles of women.
Updated CB Coverage: (Ch 5) Including new examples related to the stages of the consumer-decision process; new discussions of customer satisfaction and retention, and marketing strategies for high- and low-involvement product; and an updated discussion of VALS profiles.
New Organizational Buying Coverage: (Ch 6) Featuring new sections on online buying in organizational markets, e-marketplaces, and online auctions.
Updated Global Coverage: (Ch 7) Including the emergence of a networked global marketspace, the influence of the World Trade Organization on the global rules of trade between nations, and important differences in the economic infrastructures of China, India, Eastern Europe, and the countries of the former Soviet Union. Updated discussion of global regulatory influences, such as the Economic Espionage Act and the Foreign Corrupt Practices Act.
Expanded Coverage of Marketing Research Technology: (Ch 8) Exciting new 'Lord of the Rings' movie trilogy chapter opener introduces up-to-date and comprehensive coverage of online databases and Internet resources and serves to frame the discussion of creative research techniques such as hiring "cool hunters" to identify important cultural trends, new coverage of Internet and fax survey techniques, data mining, and the impact of research on marketing actions.
Expanded Segmentation, Positioning, and Customization Material: (Ch 9) Includes coverage of the mass customization of shoes at Customatix.com, Apple's segmentation strategy, and the Chocolate Milk positioning challenge. Plus, updated coverage of product-market grids
Updated Coverage of Brand Equity: (Ch 11) This chapter now includes the Customer-based Brand Equity Pyramid, which helps explain the relationship between brand awareness and how consumers think and feel about a brand. This explains to students how the added value of a brand name gives a product competitive and price advantage.
Updated Channels Coverage: (Ch15) Includes new material and examples related to multiple channels of distribution, strategic alliances, vertical marketing, exclusive distribution, slotting allowances, and satisfying buyer requirements that shows students how marketing channels are a requirement as a company builds sustainable market value.
Updated Supply Chain and Logistics Coverage: (Ch 16) Current examples, such as "Dell Computer Corporation: A Responsive Supply Chain," and "Wal-Mart, Inc.: An Efficient Supply Chain," and current topics, such as "Information's Role in Supply Chain Responsiveness and Efficiency" and reverse logistics are used to explain the role of supply chains and logistics management in marketing and how a form balances distribution costs against the need for effective customer service.
Updated Retailing Coverage: (Ch 17) New discussion of the repositioning of Target as an "upscale discount store." Updated coverage of the global expansion of many retailers and e-tailers, and popular retail formats such as franchising. Plus, coverage of important new technologies, including cashless vending systems and interactive television shopping, as well as new concepts, such as everyday fair pricing and multi-channel retailing.
Updated Advertising Coverage: (Ch 19) Now includes virtual advertising, interactive television, satellite radio, as well as Internet advertising. Plus, up-to-date examples of the latest forms of promotion, including sweepstakes, product placement, and online coupons.
New and Revised Chapter Opening Vignettes: Designed to draw students into the chapter material, nearly 75% of the chapter-opening scenarios are new or revised. Selected new companies include: Napster, JC Penney, Hard Rock Café, Target, TiVo, and Avon!
Ethics and Social Responsibility Alert boxes: Highlight current topics of ethical and social concern.
Appendix A Marketing Plan: Howling Coyote Chili's marketing plan returns following Chapter 2 in the text to provide context for the student through an early example of a marketing plan.
Concept Checks: At the end of each major chapter section Concept Checks pose critical thinking and memory recall questions that help students reflect on the text and test their comprehension.
Updated Alternate Cases: Appendix D contains 22 additional cases. These cases, involving people making marketing decisions, reinforce the text concepts and emphasize a decision-making orientation. Selected new cases include McDonalds, BP, and Firestone.
Updated Internet Exercises: These end-of chapter exercises ask students to go on-line and think critically about a specific company's use of the Internet in order to test and apply their knowledge of key concepts, terms, and topics and to evaluate the success or failure of the company's offering.
Updated Boxed Examples:Marketing NewsNet boxes: Provide exciting, current examples of marketing applications in action organized around the following themes: Technology & e-Commerce, Global Marketing, Customer Value, and Cross Functional Teams AND Web Link boxes: Encourage students to explore digital strategies that innovative companies are employing online.
LOOK GREAT IN THE CLASSROOM: Instructor's Survival Kit (ISK): This kit offers new ways to spark classroom discussion and encourage student collaboration with the following:
In-class Activities either relate to a specific video case or example from the text or are totally new. For example, a popular activity from past editions included brainstorming new advertising ideas for Breathe Right Strips.
Props help implement the in-class activities and save you time. For example, labels for the Coke versus Pepsi taste test or an example of the AOL direct mail software offer may be included.
Sample Products are included in the survival kit, such as 3M pull apart strips, when then are new or unusual to student.
Twice a year, two new In-Class Activities with props will be available to adopters free of charge at the Kerin Online Learning Center.
Greatly Improved PowerPoint Presentation: The PowerPoint slides return with a professional design complete with a new, high-quality collection of photos and art. Figure slides can be viewed in a large classroom and include commercials, product shots, advertisements, and marketing-in-practice shots.
Two Versions include: a fully integrated interactive version that can be used in-class without modification, and a basic version containing only the concept and art slides that can be customized as desired.
New and Revised Video Case Studies: A unique series of 22 contemporary marketing cases, scripted by the author, is available on videotape cassettes and on CD-ROM. Each video case corresponds with chapter-specific topics and end-of-chapter case in the text. The video cases feature a variety of organizations and provide balanced coverage of services consumer products, small businesses, Fortune 500 firms, and business-to-business examples. The 7e package includes brand new videos including Flyte Tyme, Lands' End, Nokia, Gogurt, Hard Rock Café, and Ford Consulting and substantially revised/updated videos including Rollerblade, PalmPilot, and Fallon McElligott.
Updated Alternate Cases: Appendix D contains 22 additional cases. These cases, involving people making marketing decisions, reinforce the text concepts and emphasize a decision-making orientation. Selected new cases include McDonalds, BP, and Firestone.
INSTRUCTOR'S SUPPLEMENTS: Instructor's Manual: The thoroughly revised Instructor's Manual includes: lecture notes, discussions of the Marketing NewsNet boxes, Web link boxes, Ethics and Social Responsibility Alerts, Internet Exercises, answers to the Applying Marketing Concepts and Applications questions, supplemental lecture notes, teaching suggestions, and detailed information about integrating the other supplements into the course and classroom. 600 pages
Instructor's CD-ROM: The CD-ROM includes the print and electronic supplements, so you have access to all of the supplements on one disk. It also contains the seventh edition Computest package.
Video Case and Appendix D Case Teaching Notes: This is a Media Resource Guide that includes teaching notes for the video cases and alternate cases. 200 pages
New PowerPoint Lecture Presentation Assembly Guide: This printed guide contains a description of all of the individual multimedia assets from which instructors can construct a custom presentation. The assets are organized by chapter and by topic and are contained on the CD-ROM packaged with the guide. This guide also includes instructions on how to import the video, audio, art, photos, and other files into new or existing PowerPoint presentations. 32 pages
Online Updates and Current Events: Adopters can sign up to be emailed weekly updates on material specific to the text, postings of new BW articles, and new Weekly Update Cases, all accompanied with teaching notes and new PowerPoint slides as appropriate.
In-Class Activities Guide in the Instructor's Survival Kit: This provides you with detailed teaching notes, relevant handouts, props, and products for use in-class to illustrate marketing concepts and encourage student participation and collaboration. Two new activities and props will be offered twice each year to help you keep the course fresh and interactive. (0072468920)
Color Acetates: A set of 200 four-color overhead transparency acetates is available free to adopters on demand. More than 50 percent of these have been developed from information not in the text and include many print advertisements that demonstrate key marketing theories. Each of the acetates containing new material is accompanied by lecture notes to assist integration of this material into lectures.
Expanded 5000+ Question Test Bank: Dramatically expanded and improved, the test bank now contains 5000 questions categorized by topic and level of learning (definitional, conceptual, or application). The number of conceptual and application questions has been augmented with over 1000 additional concept and application questions. The Test Bank also includes questions for the video cases and Appendices A, B, and D. A Test Item Table allows instructors to select questions from any section of a chapter at any of the three levels of learning. Our test bank has been developed to provide an accurate and exhaustive source of test items to fit a wide variety of examination styles. The authors have carefully reviewed all new, revised, and existing questions to ensure the highest quality possible. 1100 pages
Expanded Computest Program: This Computest is revised to contain all of the multiple-choice questions from the Test Bank, Web Quizzes, Student CD-ROM, Study Guide, and PowerWeb readings so the instructor can include questions from these supplements in tests and quizzes. This allows you to reward students who go the extra mile and utilize these study aids. The Computest program allows instructors to select any of the questions, make changes if desired, or add new questions - and quickly print out a finished set customized to the instructor's course. (WIN/MAC on Instructor's CD-ROM)
PageOut Quizzes with Instructor Gradebook: Assign quizzes in PageOut to give students incentive to read the text and prepare for class. Grades for each student will automatically post to your class gradebook.The innovative OLC now contains the best features found in PowerWeb:
INFORMATION CENTER: Table of Contents, About the Author, Preface, What's New, Feature Summary, Supplement List, PowerText Online Demo, Distance Learning Platform Content Demo, PageOut
INSTUCTOR'S CENTER: 'Ask the Authors', Lecture Outlines, Lecture Extensions, PowerPoint Download Center, Content Updates and Current Events, New Instructor Survival Kit Items
STUDENT CENTER WITH POWERWEB: includes Student Resources: Business Week Updates, Narrated Concept Review, Marketing Workshop: Interactive Concept Application Exercises, Internet Exercises, Key Term Matching Exercise, Chapter Weblinks, Self-Quizzes with Feedback, Online Video Cases
Kerin 7/E POWERWEB: Daily News Feed, Weekly Case Updates, Readings in Marketing, PowerSearch Current Journals and Periodicals, Career Resources, Web Research, Study Tips
WebCT/BlackBoard/eCollege Content: Content from the Online Learning Center can be made available to adopting Professors for delivery through several course management systems including WebCT, Blackboard, TopClass, or eCollege platforms.
McGraw-Hill's Knowledge Gateway - The Complete Resource for Teaching Online Courses: McGraw-Hill/Irwin, in partnership with Eduprise, is proud to bring this unique service to instructors. This comprehensive Website contains a wealth of information for any professor interested in teaching online. Level one is available to any instructor browsing our Website. Level two is reserved for McGraw-Hill customers and contains access to free technical and instructional design assistance.
PageOut: McGraw-Hill's unique point-and click course website tool, enabling you to create a full-featured, professional quality course website without knowing HTML coding. With PageOut you can post your syllabus online, assign McGraw-Hill Online Learning Center or eBook content, add links to imp...
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