Core Concepts of Marketing

John Burnett

PREFACE

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing.

This text introduces students to the marketing strategies and tools that practitioners use to market their products.

BALANCED COVERAGE

To emphasize how various marketii1g areas work together to create a cohesive strategy, I define and explain the various marketing areas and their comparative strengths and weaknesses’, as well as stress how to best “mix” marketing tools in a strategic, integrated plan.

The book begins with a discussion of the marketing planning process, continues with a discussion of the preliminary tasks of developing the plan, and concludes with the tactics available to the marketing planner. This complete coverage ensures that students will learn how to plan, execute, and evaluate a marketing program that is effective and efficient from start to finish.

INTERNATIONAL AND TECHNOLOGY COVERAGE

Introducing Marketing recognizes the impact of the global community on marketing practices. International implications are discussed in Chapter 6 and are also integrated into the
text through relevant examples.

Technology is altering many marketing practices. The World Wide Web. databases, tracking devices, and market simulations are only a few examples of the ways technology has affected marketing strategies. Technology coverage is woven throughout the text, features, and end-of-chapter materials of this book. (Note that because technology is changing so rapidly, it is virtually impossible for a text such as this to remain absolutely current.)

CURRENT EXAMPLES FROM A LL
TYPES AND SIZES OF BUSINESS

This book demonstrates how companies use marketing. Specific examples appear not only in text discussions, but also in the chapter openers, the Integrated Marketing and Newsline boxes, and the end of chapter cases. Examples and stories bring theory to life, demonstrating the relevance of the rearing. The example subjects are vivid, current, and varied. They range from Fortune 500 companies to smaller, privately held businesses. The text also focuses on international companies of all sizes.

Learning is not always about success stories. Diagnosing problems and failures is an important aspect of critical thinking, and examples of such are introduced to challenge students to learn from others’ mistakes and better manage real-world problems.

A CLEAR, EFFECTIVE ORGANIZATION

Time is a precious commodity to instructors and students. Market feedback revealed that instructors want an introductory marketing text that (1) covers the basics well and (2) omits unnecessary detail. Careful selection of topics, appropriate depth of coverage, and concise writing helped us meet those two objectives. Instead of the typical 20-25 chapters, this text offers 10 chapters of manageable length.

HELPFUL PEDAGOGY

We introduce several features to reinforce learning and help students build business skills that they can use on the job. Our comprehensive learning system enables students to master materials quickly and thoroughly. Some features of that system include opening vignettes, performance-basic learning objectives, concept reviews, Integrated Marketing boxes, Newsline boxes, end-of-chapter projects’, and end-of chapter cases.

SUPPLEMENTS OF THE BOOK

The Instructor’s Manual with Test Questions provides helpful teaching ideas, advice on course development, sample assignments and chapter-by-chapter text highlights, learning objectives, lecture outlines, class exercises and more.

This manual also includes multiple choice, true/false, and short answer text questions for each chapter.

• PowerPoint Presentations are available for download via the text web site (www.wiley.com/college/burnett). These slides contain lecture outlines for each chapter of the text.

• A computerized version of the Test Bank is available to instructors for customization of their exams.

• Additional online resources are available to instructors via the text web site. These resources include In Practice exercise~ for each chapter, which relate directly to the Wall Street, Journal articles on-line; an interactive Study Guide; interactive web-based cases; on-line chapter summaries; a Reading Room containing on-line articles from the Wall Street Journal, which correlate with key concepts and topics within each chapter of the text; and more.

INTRODUCING MARKETING

LEARNING OBJECTIVES

As you read the chapter, you should develop an understanding of the following key marketing concepts:

• The important role marketing can play in the success of an
organization.

• Organizations that correctly employ marketing have several
common characteristics.

• The various kinds of marketing.

• the strategic workings of marketing components.

ELVIS-ALIVE AND WELL

It’s Elvis week in Memphis, and all over town they’ve got banners: ”’20 years/Still Rocking.'” Is it just us, or is it weird to wax so upbeat about the twentieth anniversary of a death? You can’t help but feel that the world’s got the Elvis Presley it wanted: a changeless, ageless object of contemplation and veneration.

Elvis Week culminates in an event called Elvis-The Concert 2000 in which the man himself, resurrected by video technology, will sing with his living ex-band mates and the Memphis Symphony Orchestra. Who wouldn’t secretly prefer this fail-safe digitized spectacle to a weary 62-year-old grinding out “If I Can Dream” one more time?

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