Marketing: Real People, Real Choices, Global Edition (9^th Ed.)

For undergraduate Principles of Marketing courses.

Real people making real choices

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. The 9th Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what?s happening in the world of marketing today.

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

PART I. Understand the Value Proposition

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

2. Global, Ethical, and Sustainable Marketing

3. Strategic Market Planning

3. Supplement: Build a Marketing Plan

PART II. Determine the Value Propositions Different Customers Want

4. Market Research

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

6. Understand Consumer and Business Markets

7. Segmentation, Target Marketing and Positioning

PART III. Develop the Value Proposition for the Customer

8. Product I: Innovation and New Product Development

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

10. Price: What is the Value Proposition Worth?

10. Supplement: Marketing Math

PART IV. Deliver and Communicate the Value Proposition

11. Deliver the Goods: Determine the Distribution Strategy

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

13. Promotion I: Advertising and Sales Promotion

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

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

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

About the book

Guide students through the latest topics in marketing

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

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

o Understanding the Value Proposition

o Determining the Value Propositions Different Customers Want

o Developing the Value Proposition for the Customer

o Delivering and Communicating the Value Proposition

·    A4P structure is integrated with emphasis on the value proposition. Chapters 8 to 14 cover Product, Price, Place, and Promotion--but with real-world decision-making emphasis, for which the book is famous for.

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

·    Appendix A, “The Marketing Plan,” provides a basic marketing plan and helpful “how to” guidelines for the fictitious S&S Smoothie Com