Foundations of marketing 19th edition pdf download perreault

Many of these posts will also appear on the www. For each chapter there is a set keting management and reviews the marketing strategy of PowerPoint presentations for a complete lecture planning process that leads to creative marketing plans.

It was created getting it. We also have a set of archive slides with a by the authors specifically for use with Basic Marketing. This guide sup- sheet software program works with exercises at the ports the presentation slides and includes detailed end of each chapter in the text to help develop ana- lecture scripts, outlines, and archives.

These provide overviews of key updated with eight new videos—to give you 31 full- marketing concepts usually from a set of chapters. Eight length videos. In addition, we have short 1 to in all, they are great to use before reading a new section 4 minutes video clips—many integrated into the in Basic Marketing or for help in studying for tests.

PowerPoint presentation slides. About 10 to 15 ads per chapter. Clips from video cases in the book are learning units, as well as suggested answers to all available for viewing on computers or iPods. Our test bank includes thousands of ob- jective test questions—developed by the authors to en- New with This Edition of Basic Marketing! We Marketing take great pride in having a test bank that works for Less Managing.

More students and instructors. Greater Learning. McGraw-Hill Connect Market- The Web site for the book provides access to a variety ing for Basic Marketing is an on- of student and instructor resources. Connect Marketing your online course management program. This simulation was designed to by enabling faster learning, more efficient studying, and complement the strategy planning process in Basic Mar- higher retention of knowledge. Connect Marketing for Basic Marketing features. Another set of resources is designed to be directly ac- Connect Marketing for Basic Marketing offers a number of cessed by students usually via the Web.

These options powerful tools and features to make managing assign- allow motivated students to purchase access to additional ments easier, so faculty can spend more time teaching. Students can With Connect Marketing for Basic Marketing students can access the learning resources at www.

Connect Marketing for Basic Marketing offers you the features described below. These help Simple assignment management. With Connect Mar- students prepare for tests and may be used with a keting for Basic Marketing creating assignments is easier computer or an iPod. This blog offers links to cur- time managing. The assignment management function rent online articles, Web sites, podcasts, and videos— enables you to providing motivated students more ways to learn about marketing.

When it comes to studying, time is Web site. Connect Marketing keeps and practice material when they need it, where they instructors informed about how each student, section, need it. When it comes to teaching, your time also is and class is performing, allowing for more productive precious. The grading function enables you to use of lecture and office hours. You can select and Marketing. McGraw-Hill reinvents the textbook learn- use any asset that enhances your lecture. The Connect Marketing for Basic eBook where that problem or question is covered.

The Student Study Center key concepts in a snap. This state-of- Diagnostic and adaptive learning of concepts: the-art, thoroughly tested system supports you in LearnSmart.

Students want to make the best use of preparing students for the business world of tomorrow. The LearnSmart adaptive self-study For more information about Connect, go to www.

With a simple one- relationships between concepts and to serve new con- click start-and-stop process, you capture all computer cepts to each student only when he or she is ready. Educators know that the more students can see, hear, www.

In but gives only as much guidance as students need. This search helps students effi- ficiently learned on their own, thus freeing class time ciently find what they need, when they need it, across for more applications and discussion. We should be clear, however, that supported by your lecture.

AACSB does not provide some sort of evaluation or cer- To learn more about Tegrity watch a two-minute tification of texts or their supporting materials. Increase the attention paid to lec- sions to an individual school, depending on the mission ture discussion by decreasing the attention paid to note- of the school and objectives of its faculty. Thus, the flex- taking.

For an additional charge Lecture Capture offers ible P. Lecture only for the marketing course but also for the curriculum Capture enables you to and accreditation. You can e-mail our Product Specialists 24 hours a computer, iPod, or mobile device.

Lecture our support Web site. Basic Marketing has been a leading teaching and learning objectives, so our P. We take vides excellent support for accreditation efforts. This the responsibilities of that leadership seriously. Briefly, however, each chapter in the book begins learning materials possible. It is our commitment to bring with a list of numbered learning objectives. Material re- you those materials—today with this edition and in the lated to these objectives is developed not only in the future with subsequent editions.

Every test question is also classi- a process of continuous improvement. Revisions, updates, fied by these objectives. In addition, questions are and development of new elements must be ongoing— classified by level of difficulty, type of question accord- because needs change. The most efficient way to get in touch with us is to schools. If you prefer the traditional ap- categories, which helps with assurance of learning anal- proach, send a letter to Joe Cannon at Colorado State ysis and assessment.

This and suggestions from students and teachers alike have text and the accompanying supplements explicitly rec- helped to make Basic Marketing what it is.

We hope that ognize and support the AACSB curriculum standards for you will help make it what it will be in the future. Cannon opment of integrated thinking, problem solving, and E. With that in mind, the 18th edition of Basic Marketing was developed to satisfy your desire for knowledge and add value to your course experience. Not only will this text teach you about marketing and marketing strategy plan- ning, but its design, pedagogy, and supplements package were developed to work well with the text and a variety of study situations.

Each person has a different approach to studying. To address a variety of needs and course situa- tions, many hours went into creating and designing the Marketing Basic Marketing textbook and other learning materials.

We highlight how you can use these materials in the Textbook. Take a moment now to learn more about all of the re- sources available to help you best prepare for this course and—whether you plan to work in marketing or not—for your future career. The first eight chapters introduce marketing and give you a framework for understanding marketing strategy planning in any type of organization, and then the next section of the text takes you into planning the four Ps of marketing Product, Place, Promotion, and Price with specific attention to the key strategy decisions in each area.

This new edition covers the dynamic changes taking place in marketing management and the market environment. Some of these changes have been dramatic, and others have been subtle. Start each chapter with an overview Each chapter begins with an in-depth case study developed specifically to motivate your interest and highlight real-life examples of the learning objectives and specific marketing decision areas covered in that chapter.

Each case study is accompanied by a list of learning objectives that will help you understand and identify important terms and concepts covered in the chapter. We recommend you read the opening case and learning objectives and then take just a few minutes to skim through the chapter, check out the exhibits, pictures, and headings before reading the conclusion. This preview gives you a picture of the chapter and how it fits together—and research shows that it helps increase your comprehension of the reading.

But instead of bemoaning the demise of live show. Instead, the permanent shows and traveling shows are heavily entertainment focused on an innovative combina- advertised in local media. This more mouth are also important. Local newspapers and sophisticated offering appealed to adults. Impor- TV shows are often interested in doing stories about tantly, adults were willing to pay more for tickets touring productions that are coming to town.

The troupe also offers free tickets and volun- Strategy kets. Each show performs in a host city for teers time to help build close relationships with local art and charitable organizations. Eleven other Cirque du Soleil shows have permanent homes and target tourists visiting Las Vegas; Orlando, Florida; look forward to the next opportunity to see Cirque du Soleil in action.

Each show is different and has a unique theme. Here they can the music of The Beatles. A or read comments from others. This idea was screened out—at least for managers at Cirque du Soleil makedu Cirque many decisions Soleil as theyvery successful, but it has been now—and instead the focusdevelop has been marketing strategies. Making on developing must good marketing continue to strategy focus on decisions ways tois improve its cus- never easy, yet knowing what basic decision areas to consider helps you to new products for current and new markets.

Imitators, plan a more successful strategy. The reputation of is all about. But these development1 costs understand what a marketing new can be recouped manager does. It also allows Cirque to charge a premium greatest show on earth. Parents hardly noticed the hard benches 3 understand a movie-themed show for Hollywood, and new Cirque target marketing. But by the s the popularity Russia, and Dubai, United Arab the difference between dollars Emirates. The exhibit does two things that you should notice.

When you see these Narrowing Down to All customer needs Target Markets figures, study them for a minute and think Narrowing about how they help you understand and Some generic market down to specific product- learn new marketing concepts.

They provide Europe for a number of years. This European ad focuses on a visual demonstration of key concepts and how easy it is to park. Now that the Smart car is being emphasize important ideas discussed in the introduced in the U. During a recent sales call, an engineer at your customer firm complains about a new learn about the types of decisions energy-saving lightbulb that his company is testing for a competing supplier.

Should you pass this competitive intelligence to your sales manager? Should you question the engineer or others at the customer firm to learn more? Stop and think about the Ethics If you gather more information, should you share that with your company? Questions you confront in your reading. The rise and fall of the economy in general, within certain industries, 2. Sunnyvale Foods, Inc. Video Case 4. Potbelly Sandwich or in specific parts of the world can have a big impact on what customers buy.

Steelco Suburban Regional Shopping Malls Explore special topics. Now car companies have realized that women are important customers. It s interesting that Japanese car dealers, especially Mazda and Toyota, were the first to really pay attention to women customers. In Japan, fewer women have jobs or buy cars—the Japanese society is still more male-oriented. Perhaps it was the contrast with Japanese society that prompted Follow a topic online with the Internet Trendwatching.

A marketing mix the Web to enhance their marketing. What specific insights might be useful ing act. The to the environment when evaluating market opportuni- recycled product is the only version available. Problems like global ing people to consume. But now more firms are warming and depletion of natural resources—even looking for opportunities that relate to what hap- scarcity of drinking water for major urban areas—are pens to products when consumers are through receiving much attention.

New federal and local laws with them. Sony, for example, has a new program push for conservation. The economics have changed as to recycle all used Sony electronic products— well; many firms are proving that it can be lucrative to from PlayStation game consoles and Trinitron solve ecological problems.

This type of thinking is prompting some to contribute solutions. For example, Unilever created a firms to design new products for easy disassembly. Computers and the Internet offer additional interactive learning opportunities. We have designed the Basic Marketing learning package to give you a variety of different ways to learn and study.

So if you are looking for other pathways to learning, check out the Basic Marketing Web site www. Available for free at the Basic Marketing Web site www. The Basic Marketing Web site has self-test quizzes—10 questions for each chapter. Pay for access to the premium Web site for even more quiz questions.

Read business articles, listen to podcasts, or watch videos online to learn more about marketing! I want to write a marketing plan! Check out the Marketing Plan Coach—it connects the concepts in your textbook with a real marketing plan. This Web site was designed by the authors of Basic Marketing—so it really works with your book. We have even more ways to extend your marketing learning experience.

Your instructor may have made these choices for you—and a discounted book package might include a code with access to the premium Web site. Bonus Quizzes—study for that next test with 20 multiple-choice questions per chapter. Narrated Slide Shows—provide an overview of key marketing con- cepts.

Great to use before reading chapters for the first time or to help you study for tests. These can be downloaded to your iPod or other MP3 device if you want to take them with you. Learning with Ads—a great way to preview ideas from each chap- ter. Great for visual learners.

Video Cases—get ready access to video clips from our video cases. Listen to and watch successful marketing in action. The Marketing Game! Rather, it is based on several simulations with one integrated framework. We do, however, want to express our appreciation to those who have played the most significant roles, especially in this edition. We are especially grateful to our many students who have criticized and made comments about materials in Basic Marketing.

Indeed, in many ways, our stu- dents have been our best teachers. We owe our greatest debt of gratitude to Lin Davis. Lin has been part of this team for more than 25 years. During that time, she has made contributions in every aspect of the text and package.

For this edition, she spent countless hours researching photos and case histories, and she critiqued thousands of manuscript pages through count- less revisions of the text and all the accompanying materials. Her hard work, positive atti- tude, and dedication to quality throughout the whole process is without match.

We could not have asked for a better friend and colleague. Many improvements in recent editions were stimulated by feedback from a number of colleagues around the country. Their feedback took many forms. Bishop, Jr. DeShields, Jr.

Miller, Jr. Moore, Clark Atlanta University www. Richardson, Jr. Wood, N. Root, Florida Atlantic University tency and quality into the text and the other P. Smith University vised videos for this edition. Judy also is the author of Gene Steidinger, Loras College several outstanding video segments. Taylor, Austin Peay State University efforts. His ideas earlier editions. They are have had a great impact on the book. Gary R. Mullen team of professionals. He is a great talent and we sincerely Martha O.

Cooper Thomas G. Keith worked on the W. Simmons and ads we selected to use to illustrate important ideas. Gene R. Her assis- Charles S. Madden Ron Tatham tant, Meredith Desmond, has also been extremely helpful. Don McBane Rollie O. Tillman Joyce Chappetto did a great job managing the production W. Montgomery Poh-Lin Yeou The support has been direct and substantive. Pam Per- Faculty and students at our current and past academic reault and Chris Cannon have provided valuable institutions—Michigan State University, University of assistance and more encouragement than you could North Carolina, Colorado State University, Emory, Notre imagine.

Our kids—Suzanne, Will, Kelly, Ally, and Dame, University of Georgia, Northwestern University, Mallory—provide valuable suggestions and ideas as well University of Oregon, University of Minnesota, and as encouragement and support while their dads are too Stanford University—have significantly shaped the book. Professor Andrew A. Brogowicz of Western Michigan We are indebted to all the firms that allowed us to re- University contributed many fine ideas to early editions produce their proprietary materials here.

Similarly, we of the text and supplements. Neil Morgan, Charlotte Ma- are grateful to associates from our business experiences son, Rich Gooner, Gary Hunter, John Workman, Nicho- who have shared their perspectives and feedback and en- las Didow, Barry Bayus, Ken Manning, and Ajay Menon hanced our sensitivity to the key challenges of marketing have provided a constant flow of helpful suggestions.

In that regard, we especially acknowledge We also want to acknowledge the influence that the late Kevin Clancy, Peter Krieg, and their colleagues at Co- Erin Anderson had on the authors. If you keting strategy planning. She was always generous with her want to see great marketing, watch them create it.

We will miss her insights and her friendship. A textbook must capsulize existing knowledge while We are also grateful to the colleagues with whom we bringing new perspectives and organization to enhance collaborate to produce international adaptations of the it. Our thinking has been shaped by the writings of liter- text. In particular, Lindsey Meredith, Lynne Ricker, ally thousands of marketing scholars and practitioners.

Quester have In some cases, it is impossible to give unique credit for a all had a significant impact on Basic Marketing. We gratefully acknowledge these tion warrant special recognition. All of them have shared contributors—from the early thought-leaders to con- our commitment to excellence and brought their own in- temporary authors and researchers—who have shared dividual creativity to the project.

First, we should salute their creative ideas. We respect their impact on the de- Christine Vaughan, who has done a great and patient velopment of marketing and more specifically this book. Without her To all of these persons—and to the many publishers adaptive problem solving, we could not have succeeded who graciously granted permission to use their materials— www. William D. Part II: Overview of the major elements of P.

This part of the manual just focuses on the highlights of each component — and indicates where to look for more detail if that component is of interest. For example, several of the major components of P. All of the Essentials of Marketing teaching materials are digital We have found that most instructors utilize the digital copies of the Essentials of Marketing teaching materials.

So to save trees, McGraw Hill provides all of the teaching materials only in a digital format. That said, we have created all of the materials in Word and PDF formats so that they are easy for you to print out in hard copy if you prefer. Includes lecture outlines and scripts, PowerPoint lecture notes, ad suggestions in color , YouTube PowerPoint suggestions, PowerPoint archives for each chapter, interactive exercise instructions, student handouts, and more.

Chapter Quizzes 10 questions per chapter! Video Cases! Marketing Plan Coach! Computer-Aided Problems o Learn the 4 Ps free. Students can stay current with online articles, websites, podcasts, and videos delivered on a blog, Twitter, and Facebook.

Connect Homework Exercises! Practice Marketing! All of these illustrations are also available to instructors in digital form on the Instructor CD. The exhibits have been revised or updated and there are many completely new exhibits charts, tables, graphs, and conceptual organizers throughout the whole edition.

All of these exhibits are available to instructors in digital form on the Instructor CD. These give students another learning experience. This ties in with the Marketing Plan Coach software relating topics from the chapters to sample marketing plans provided at the free Online Learning Center for Students. Teaching notes on the 36 regular cases are provided in Part V of this manual, and additional comments are provided with the chapter-by-chapter materials in Part IV.

Part IV provides suggested answers to the assignment questions. The Premium Online Learning Center also features video clips to accompany the video cases. The Online Learning Center offers important teaching and learning innovations that are available with no other marketing text. More detail on the Online Learning Center is provided later in this part of the manual.

Essentials of Marketing is quick to recognize the many dramatic changes in the market environment and marketing strategy—we are also quick to jump on new pedagogical innovations. So here is a quick overview of what we changed for the fourteenth edition of Essentials of Marketing. Organizations are using this to more narrowly target individual customers with tailored marketing mixes.

It raises strategic and ethical questions. Almost every chapter in the book has a reference to this trend. Shorter and easier to read. Students and instructors appreciate concise coverage. We may have cut one of your pet topics. If so, please let us know—in this edition we brought back some of our coverage of competition when feedback suggested it was trimmed too much.

Social media and digital lifestyles. The growth in smart phone ownership and overall use of the Internet continues to march on, having an impact on all areas of marketing. We continued to make updates to reflect this market dynamic. Up-to-date content, examples, exhibits, and images. We update Essentials of Marketing with each new edition. Students and instructors appreciate current and relevant examples that demonstrate important marketing concepts.

We update each and every chapter opening case scenario. There are dozens of new examples and specific concepts spread throughout the book. We added an extended example in the text describing how Chipotle adds value for its customers.

Triple bottom line is a new concept and key term. Chapter 2. We significantly modified our coverage of lifetime customer value and customer equity.

Customer lifetime value is a new key term. A new boxed teaching note looks more closely at differentiation. We added competitive advantage as a key term. Chapter 3. This has traditionally been one of the longest chapters in the book—so we made an effort streamline coverage of all topics. The competitor, technology, and cultural and social environment sections were updated and re-written. We look at competition in the streaming music industry. We wrote a new boxed teaching note on the role of 3D printing.

Sustainable competitive advantage, gross national income, and Generation Z are new key terms. Chapter 4. A new chapter opener case features LEGO. A new Internet exercise profiles different segments in the mobile phone market. While we cover customer relationship management CRM in several places in the text, we decided to add more substantial coverage in this chapter.

We developed a new Ethics Question, which addresses issues around consumer privacy and gaming apps. Chapter 5. This chapter has many changes related to the influence of the Internet on consumer behavior—we note a few here. For example, we consider how the web drives needs. We update and offer more rigorous coverage of the web and social influence on consumer decision-making. Cloud storage service, Dropbox, is featured as an extended example of the adoption process. After several editions of modest change, we made some bigger changes in the organizational buying chapter.

Some of this was due to feedback from our review team. We have re-organized the chapter and believe that it will teach even better. We more explicitly discuss differences between organizational customers and final consumers see new Exhibit and we provide a more structured model of organizational buying see Exhbiit 6- 4.

We further recognize the growing role of social media and online search as key sources of information for organizational buyers. Chapter 7. Big data provides a natural extension to our traditional coverage of marketing information systems, data warehouses, and decision support systems. Consequently, we give students an important foundation of big data in the market research chapter.

Related topics, including sentiment analysis, are covered later in the chapter along with a new Internet exercise on the topic. An extended example describes the marketing research Heinz used to develop new ketchup packages. We more carefully outline differences between primary and secondary data. Chapter 8. A new boxed teaching note covers the Internet of Things—an emerging technology concept with big implications for products. We refined our discussion of consumer product classes.

Chapter 9. We have been reading a lot about innovation. There is a lot of new thinking out there; so we beefed up coverage of this critical area.

We discuss how big data can be used to generate new product ideas. A new boxed teaching note looks more closely at nature as a source of ideas through biomimicry. We also describe how big data is important to product quality.

A tradeoff in adding these new topics is a cutback in our treatment of product quality. Chapter The use of multiple channels of distribution continues to grow—and so does our coverage of this trend and related topics here and in chapter We provide a richer explanation of how product class relates to channel choice. We added discussion of firms using both direct and indirect channels and enhanced coverage of multichannel distribution.

There is a new exhibit covering levels of market exposure. Following some feedback, we updated and now provide a more careful explanation of channel systems. We revised our discussion of the tradeoffs among physical distribution costs, customer service level, and sales with a longer, but clearer treatment.

We describe how transportation companies utilize big data to lower costs. We added a new Internet Exercise. There is always a lot new in retail. Online retailing continues to evolve—and this section has received major revision, including extensive coverage of showrooming and big data.

We also look at mobile shopping. To wrap things up, we discuss the ethics of big data and retailing. This chapter always has a lot of new examples—students notice dated examples and we aim to eliminate them. We refined our coverage of promotion objectives and cut back on direct response promotion.

We added a distinction between inbound and outbound promotion. Inspired by a new book Youtility, a new boxed teaching note examines firms that focus on using communications to help customers. We updated our treatment of budgeting for promotion. A new boxed teaching note describes the use of analytics to match customer service reps with customers—a kind of matchmaking that helped Assurant Solutions significantly increase customer retention.

We updated our coverage of personal selling and information technology. This chapter always has a lot of new coverage and new images. This is the most noticeable when not up-to-date. So there are lots of new ads and photos and plenty of new examples. We also updated lots of numbers in this chapter. Our revised coverage of media reflects changes being brought on by technology and big data.

We cover how big data is used for social targeting. We compare the advantages of advertising on Google vs. Our groundbreaking treatment of social media as a form of publicity has been well-received; we built on that to cover new methods of social media. We now distinguish paid, earned, and owned forms of media.

Finally, in order to better consolidate our coverage of sales promotion we moved some from chapter 13 to chapter We have a new chapter opening case scenario focusing on Method Products, Inc. We think you and your students will appreciate hearing more about this interesting company.

New topics address the use of big data for dynamic pricing—which is now being used in more product-markets. We added coverage of paying over time installment plans and leasing and on price-quality relationships. We also added a new Internet Exercise. The chapter opener, while still about TVs was completely re-written around Samsung. There is also a new Internet exercise. We added coverage of the role of the Internet in keeping companies honest. We have also prepared the entire manual as a single PDF file for easy printing.

It provides, in one place, all of the computer materials that have been developed for Essentials of Marketing. For example, for each chapter there is a file for the Interactive PowerPoint lectures as well as a file for the PowerPoint Archive that includes all of the exhibits, ads, and photos from the text. You simply click on the materials you want to open or to copy to your computer. It includes the installation procedure for the EZ Test exam generator software as well as the PowerPoint Viewer and other software that makes it easier to use any of the Essentials of Marketing materials.

The comprehensive teaching resources provided with the Multimedia Lecture Support Guide makes it easier to prepare and present interesting and effective lectures or class discussions. This guide includes many different components, as highlighted below. At the heart of the guide is the manual itself. You can easily mix and match these slides with the Essentials of Marketing Interactive Lecture Slides or with your own presentation materials.

In the test bank, all of the questions are arranged in the same order as the material in the text. Each question is labeled with the exact learning objective and textbook section to which it pertains, making it easier to find particular questions and to ensure even coverage.

Immediately below each T-F question, the correct answer is given. Similarly, with each M-C question, the correct alternative is identified. Each true-false and multiple-choice question is classified according to: 1 an AACSB classification code for skills and abilities i.

This information is summarized below each question — making it easier to select the questions you want for a test. The manual also provides suggestions on developing tests and ideas on grading — as well as answer form templates that make grading easier. More information about computer-based versions of the Bank of Objective Tests is briefly discussed below. This new version of EZ Test features a number of improvements, including the ability to output tests as a word-processing file. The instructor controls whether self-test questions are included or not.

For example, an instructor might wish to include additional essay questions specific to a class lecture before printing the final test. Additional description of these computerized approaches to test generating is provided in the Bank of Objective Test Questions. There are 8 Video Cases with accompanying printed cases in the text. In addition, there are 23 Teaching Videos — including four bonus videos averaging about minutes each.

Part III of this manual provides more information about all these video resources, including an overview of the individual segments. In addition, as noted below, there is a separate, complete Instructor's Manual to Accompany Teaching Videos.

It provides a number of discussion questions and suggested answers as well as many other ideas about using the videos in class. There is also integration between Connect Marketing for Essentials of Marketing described below and your Blackboard gradebook. For more information, talk to your McGraw-Hill sales rep.

These online resources have the potential to significantly enhance the teaching and learning experience when utilized with Essentials of Marketing. The table below provides an overview of these resources and indicates where each is located.

A more detailed discussion of each follows. Video Cases — clips from video cases in the book — X X available for viewing on your computer or iPod. Marketing Plan Coach - this online software tool X X helps students build marketing plans by drawing on concepts from Essentials of Marketing.

Learn the 4 Ps — Students can stay current with X online articles, websites, podcasts, and videos delivered on a blog, Twitter and Facebook. Connect Homework Exercises — Homework X exercises that are automatically graded and put in your gradebook. LearnSmart — An adaptive learning system X designed to help students learn faster, study more efficiently, and retain more knowledge.

Practice Marketing. Computer simulation offers X students the opportunity to plan and implement the marketing strategy for a simulated product. Learning With Ads — a great way to preview X concepts from each chapter and see how they are applied in real print ads. A student selects an answer from those presented and gets immediate feedback. Connect Marketing for Essentials of Marketing includes an additional 20 multiple-choice questions. Plus, an instructor can draw from the Essentials of Marketing test bank to create more student practice quizzes.

From our experience, students find the self-test quizzes particularly helpful in studying and reduce their apprehension if the class utilizes multiple-choice tests. The student can study the video cases and then view these video clips independently, or watch the clips first in preparation for a class discussion or written assignment.

The Essentials of Marketing Video Cases are designed to span several topics covered in the text so that they can be used at various points throughout the course. The Essentials of Marketing Video Clips complement the printed versions of the video cases that appear in the text and are extracts from the complete video case materials about 15 minutes per case. The video clips are provided to instructors by the publisher. The basic concept is that this software makes it easy for a student — or a marketing manager — to put together a marketing plan.

It also includes a sample marketing plan to give students a hands-on feel for what a plan looks like, and exercises at the end of each chapter provide a simple way to get students thinking about marketing planning. We developed the Coach, the sample plan, and the end-of-chapter assignments specifically to go with Essentials of Marketing — and to be at the right level for students in the first marketing course.

Any student who has surfed the web will find the interface familiar—and that makes it easy for students to take advantage of its power.