TITLE : BASIC MARKETING: A MANAGERIAL APPROACH. 9TH ED.

Twenty-seven years ago, the first edition of Basic MarkeDng pioneered an innovative structure-using the "4 Ps" with a managerial approach-for the introductory marketing course. Since then, Basic Marketing has been continuously improved and refined. Innovations have been added with each new edition-and at the same time the best and proven elements of earlier editions have been enhanced. In addition, a concept that began as a "textbook" has expanded to become a comprehensive set of high-quality teaching and learning materials. The response of both teachers and students to this ongoing effort has been gratifying. Basic Marketing-and all of its supporting materials-have been more widely used than any other teaching materials for introductory marketing. The "4 Ps" has proved to be an organizing structure that has worked for millions of students and teachers. Now about 50 introductory marketing texts are available-and almost all of them have tried, in varying degrees, to copy the innovations, content, structure, and managerial emphasis of the previous editions of Basic Marketing. Imitation, they say, is the sincerest form of flattery. Yet we take the responsibilities-and chailenges-of leadership seriously. We have worked hard to make the Ninth edition of Basic Marketing the highest quality teaching and learning resource ever available for the introductory course. We are excited about what we have achieved with this edition-and we believe that you will be, too. The whole text has been thoroughly revised, updated, and rewritten. As in past editions, clear and interesting communication has been a priority. Careful explanations-coupled with hundreds of new examples based on well-known companies-bring the concepts alive to heighten interest and motivate learning. We have devoted special attention to changes taking place in today's highly competitive markets. Throughout the text, we have expanded our treatment of services marketing-reflecting the increasing importance of this area n our economy. The Ninth edition is shorter-to provide crisper focus on the important "basics." The text has been reorganized, too. This edition provides students with a more complete understanding of market segmentation and positioning earlier in their learning process. We have made it even clearer to students how they can find and screen strategic marketing opportunities by studying and understanding the external environments that affect marketing. The revisions also mean that students move more rapidly into the chapters that focus on the 4 Ps. And we have taken major steps to expand and enhance the whole set of teaching and learning materials that are available with Basic Marketing. Our society has become more visually-oriented. In the previous edition, we saw this trend as both an opportunity and a challenge. We took advantage ot new technologies to introduce computer-generated graphs, figures, and full-color photographs to reinforce key points and facilitate learning. With this edition, while other texts are still scrambling to copy what we did before, we continue to refine nd improve these learning elements-as part of an overall design that makes exhibits and the concepts they illustrate even clearer. This edition of Basic Marketing involves ambitious revisions. But the reason for all of the revising is straightforward and has been steadfast from the start. We want to be certain that each studentreally does get an understanding of our market-directed system and how he or she can help it-and some company-run beKer. We believe marketing is important and interesting-and we ant every student who reads Basic Marketing to share our enthusiasm. The emphasis of Basic Marketing is on marketing strategy planning. Twenty-three chapters introduce the important concepts in marketing management-and the student sees marketing through the eyes of the marketing manager. The organization of the chapters and topics was carefully planned. But we took special care in writing so that it's possible to rearrange and use the chapters in many ways-to fit various needs. The first two chapters introduce the nature of marketing-focusing on its macro role in society and its micro role in both non-profit and for-profit organizations. Chapter 3 provides a strategic planning view of how managers can find target market opportunities with market segmentation. This strategic view alerts students to the importance of evaluating opportunities in the external environments affecting marketing. These topics are then discussed in Chapter 4. Chapter 5 concerns getting information for marketing management planning-and it provides a contemporary view of both marketing information systems and marketing research. Chapter 6 shows how demographic dimensions and trends in the consumer market relate to target marketing opportunities and segmentation. Chapters 6 and 7 explore the behavioral aspects of the consumer market and describe similarities-and differences-between final consumers and intermediate customers-like manufacturers, channel members, and government purchasers. Chapters 9 through 19 are concerned with developing a marketing mix with the four Ps: Product, Place (involving channels of distribution and customer service levels), Promotion, and Price-emphasizing the important strategic decisions in each of these areas. These chapters provide the frameworks students need to be able to develop the "right" Product and make it available at the "right" Place with the "right" Promotion and the "right" Price-to satisfy arget customers and still meet the objectives of the business. These chapters are presented in an integrated, analytical way, so there is a logical development of a student's thinking about planning marketing strategies. Chapter 20 ties the 4 Ps to planning and implementing whole marketing plans and programs. Chapter 21 discusses controlling marketing plans and programs, using examples to show the kind of information a marketing manager can get from a marketing information system. Chapter 22 applies the principles of the text to international marketing. While there is a multinational emphasis throughout the text, this separate chapter is provided for those wanting special emphasis on international marketing. The final chapter considers how efficient the marketing process is. Here we discuss many criticisms of marketing and evaluate the effectiveness of both micro and macro marketing. There are also three special appendices-a concise review of economic fundamentals, a clear explanation of "marketing arithmetic," and ideas about career opportunities in marketing. Some textbooks treat "special" topics-like services marketing, marketing for non-profit organizations, industrial marketing, and social marketing-in separate chapters. We have not done this because we are convinced that treating such materials as separate topics leads to an unfortunate "compartmentalization" of ideas. We think they are too important to be isolated in that way. Instead, these topics are interwoven and illustrated throughout the text-to emphasize that marketing thinking is crucial in all aspects of our society and economy. Similarly, our examples and case histories are fully integrated with the text discussion-so that they both stimulate interest and deepen understanding of the important concepts they illustrate. Really understanding marketing and how to plan marketing strategies can build self-confidence-and make a student more ready to take an active part in the business world. To move students in this direction, we deliberately include a variety of frameworks, models, classification systems, and "how-to-do- it" techniques that should speed the development of '6marketing sense"-and equip the student to analyze marketing situations in a confident and meaningful way. Taken seriously, they are practical-and they work. By making these aterials more interesting and understandable, we hope to help students see marketing as the challenging and rewarding area it is. So students will see what's coming in each Basic MarkeDng chapter, behavioral objectives are included on the first page of each chapter. And to speed student understanding, important new concepts are shown in red and defined immediately. Further, a glossary of these terms is provided at the end of the book. Within chapters, major section headings and second-level headings (placed in the margin for clarity) immediately show how the material is organized and summarize key points in the discussion. Further, we have placed pictures in the margin directly beside the paragraph they illustrate-to provide a visual reminder of the ideas. All of these aids help the student understand important concepts-and speed review before exams. Understanding of the "text materiai" can be deepened by discussion of the cases suggested at the end of each chapter. In addition, end-of-chapter questions and problems encourage students to investigate the marketing process and develop their own ways of thinking about it. With this edition of Basic Marketing, we are introducing a totally new element-computer-aided problems. We have developed an innovative computer program specifically for use by students who study Basic Marketing. The program is eay to use-and includes a wide variety of problems that are tied directly to the problem-solving frameworks and concepts deveioped in Basic Marketing. These exercises complement Basic Marketing's approach to marketing strategy planning-and give students l'hands-on" microcomputer experience toshow how analysis of alternative strategies can help improve decision making. Suggested computer-aided problems are indicated at the ends of chapters . Because of the variety of elements-text, cases, exhibits, questions and problems-Basic MarkeDng can be studied and used in many ways But the Basic MarkeDng textbook itself is just the beginning. It is the central component of a complete set of possible Professional Learning Units Systems (our PLUS) for students and teachers. Teachers can select from these units to develop their own personalized systems. Many combinations of units are possible-depending on course objectives. For example, the separate Learning Aid to Accompany Basic Marketing offers opportunities to get a deeper understanding of the material. The Leaming Aid can be used by the student alone or with teacher direction. If the Learning Aid is not available at your college bookstore, it can be ordered directly from the publisher. (See the information at the front of the text.) The Leaming Aid has several objectives. Some elements seek to help students review what they have studied. Other elements are designed to stimulate a deeper understanding of important topics. Specifically, the Learning Aid provides a brief introduction to each chapter and a list of the important new terms (with text page numbers for easy reference). The Leaming Aid also features true-false questions (with answers and text page numbers) covering all the mportant terms and concepts, as well as multiple-choice questions (with answers) that illustrate the kinds of questions that may appear on exams. In addition, the Leaming Aid offers exercises-cases and problems-with clear instructions and assignments for the student to complete. Some of these exercises are computer-aided. The Learning Aid exercises can be used as classwork or homework. In fact, reading Basic MarkeDng and working with the Learning Aid can be the basic activity of the course. Another separate unit, Readings and Cases in Basic MarkeDng, provides carefully selected complementary materials. The readings blend classic and current articles. They are thought-provoking-andillustrate concepts from the text. End-of-reading questions can spark discussion. The longer cases in this separate unit can be used for detailed student analysis-or for instructor presentation. Another new PLUS element is The MarkeNng Game!-a microcomputer- based competitive simulation. It reinforces the target marketing and marketingstrategy planning ideas in Basic MarkeDng. Students makemarketing management decisions to compete for the business in several target markets. The innovative design of The Marketing Game! allows the instructor to increase thenumber of decision areas-as students learn more about marketing. Some instructors may want to use the advanced level of the game-perhaps in combination with Readings and Cases in Basic Marketing-as the basis for a second course. Basic MarkeNng-and all of our accompanying materials-seek to promote student learning-and get students involved in the excitement and challenges of marketing management. Additional units of PLUS seek to help an instructor offer a truly professional course that meets the objectives he sets for his students. Complete Instructor's Manuals are available. And a separate Lecture Guide to Accompany Basic Marketing is new with this edition-and offers a rich selection of lecture material and ideas. A high-quality selection of Color ransparencies-and the new Basic Marketing Videotapes-are also avail- able. In addition, thousands of true-false and multiple choice questions-written by the authors to work reliably with the text-are available in a separate Manual of Objectve Tests. The newly revisedCOMPUTEST 11 program for microcomputers allows the instructor to select questions directly from the Manual of Objectve Tests, change them as desired, or add new questions-and quickly print out a finished test customized to a particular course. Basic MarkeDng has been the leading marketing textbook for nearly three decades. We take the responsibilities of that leadership seriously. We know you want-and deserve-the very best teaching and learning materials possible. We are committed to providing those materials for you. We will continue to improve Basic Marketing to keep pace with your needs in our ever-changingeconomy. We encourageyour comments. Thoughtful criticisms and suggestions from students and teachers help keep Basic Marketing in the forefront ofmarketing texts. E. Jerome McCarthy William D. Perreault, Jr.