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marketing
. . . and the
winner of the
Marketing cover
competition is . . .
June Lin
a third year student studying Graphic
Communication at the University of Reading
In 2017, Oxford University Press invited creative undergraduate and
postgraduate students to enter a competition to design the front cover
of the fifth edition of Marketing.
Our panel of judges, which included the authors and members of the
Higher Education team at Oxford University Press, chose the winning entry
based on the striking simplicity of the design and how well it represented
marketing as a discipline.
Congratulations to June and thank you to all those who participated in our competition.
We need you!
Do you want to have your say on business textbooks?
Do you want to help us develop our textbooks to better meet your needs?
You can do this all whilst gaining credits to spend on OUP books, as well as bolstering
your CV. OUP needs you to review and offer opinions on new publishing
ideas, text, covers, and more. Join our business student panel today.
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1
Great Clarendon Street, Oxford, OX2 6DP,
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Oxford University Press is a department of the University of Oxford.
It furthers the University’s objective of excellence in research, scholarship,
and education by publishing worldwide. Oxford is a registered trade mark of
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© Oxford University Press 2019
The moral rights of the authors have been asserted
Second edition 2011
Third edition 2014
Fourth edition 2017
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a retrieval system, or transmitted, in any form or by any means, without the
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contained in any third party website referenced in this work.
To Ning, for taking us to new places
Paul Baines
Index 729
Detailed Contents
Case Insights xvi
Market Insights xviii
Author Profiles xx
Acknowledgements xxi
Preface xxvi
How to Use this Book xxx
How to Use the Online Resources xxxii
Dashboard xxxv
Index 729
Case Insights
Chapter 1: Aldoraq Water Bottling Plant Chapter 6: Soberana
Established in 1994 by its founder and owner When an international beer brand took 10 per
Khaled A. Almaimani, Aldoraq Water Bottling cent of the Panamanian beer market, it was
Plant was one of the first water-bottling time for local brand Soberana to re-evaluate
factories in Madinah, Saudi Arabia. We speak its approach. We talk to Fermin Paus, brand
to Abdurahman Almaimani, general manager, to franchise manager, to find out how Soberana
find out more about how the company seeks to responded.
compete with well-known international brands.
Chapter 7: Lanson International
Chapter 2: Holdz® Founded in 1760, Champagne Lanson is one of
Founded in 2000, Holdz® is an online climbing the oldest existing champagne houses in France,
holds and accessories firm. We speak to its making some of the world’s finest champagnes.
managing director, Steve Goodair, to find out We speak to Paul Beavis, managing director,
more about how the firm meets its customers’ Lanson International, to find out more about
needs. how the company looks to further develop its
presence in international markets, including the
Chapter 3: Ipsos MORI UK.
When Unilever wanted to develop its medium-
term innovation pipeline for four of its household Chapter 8: Cheil UK
cleaning brands, it turned to global market Cheil is a full-service, data-driven agency
research firm, Ipsos. We speak to Ipsos’s network, rooted firmly in digital innovation. Cheil
Billie Ing, innovation engagement lead; Leora UK is part of the Cheil Worldwide Network,
Unsdorfer, qualitative research manager; and made up of more than 6,000 people in 53 offices
Alex Gilby, quantitative associate director, to find across five continents. We speak to Manish
out more. Bhan, head of retail transformation, to find out
how Cheil UK helped client Samsung to develop
Chapter 4: P. Rigas Packaging Material SA its retail offering.
P. Rigas Packaging Material SA is one of the
leading wholesale companies in the Greek Chapter 9: Simply Business
agricultural, livestock, and industrial packaging Founded in 2005, Simply Business is an online
industry, with more than 25 years of experience. insurance broker. We speak to Philip Williams,
We speak to Achilleas Rigas, chief executive director of strategy and pricing, to find out more
officer (CEO) and chair of the board of directors, about how the company has developed its
to find out how the company conducts its pricing strategy.
market scanning, aiming to survive in the very
difficult Greek economic environment. Chapter 10: Åkestam Holst
How can marketing communications stay
Chapter 5: 3scale relevant for consumers increasingly avoiding
Through its staff and offices in Barcelona and marketing messages? We speak to Petronella
San Francisco, 3scale helps organizations Panérus, chief executive officer (CEO) at the
to open, manage, and use application advertising agency Åkestam Holst, to find out
programming interfaces (APIs). We speak how the agency works with clients to ensure
to Manfred Bortenschlager, API market that the advertising they create is relevant to
development director, to find out how the consumers’ everyday life.
company competes in its marketplace.
Case Insights xvii
Chapter 11: Adnams Forbes Rich List. We speak to Laura Boyle, head
The Adnams brand, founded in 1872, in of EU marketing and business development,
Southwold, Suffolk, England, is synonymous to explore how Withers works to improve the
with beer and, since 2010, now gin, vodka, quality of its client relationships.
and whisky too. The company also owns and
manages a number of pubs, inns, and retail Chapter 16: Grant Thornton UK LLP
stores. We speak to Emma Hibbert, marketing Grant Thornton UK LLP is part of Grant Thornton
director, to find out how the beer at the heart International Limited (GTIL), one of the world’s
of the brand has been, and continues to be, leading independent advisory, tax, and audit
promoted. firms. In the UK, Grant Thornton traces its
origins to Thornton and Thornton in Oxford
Chapter 12: Spotify in 1904. It grew through many mergers and,
What role do social media play and how should by 1980, had formed an alliance with US firm
organizations incorporate them into their Alexander Grant & Co. One year later, a new
communication campaigns? We talk to Chug international organization, GTIL, was set up.
Abramowitz, vice president of global customer We speak to Anne Blackie, head of bids and
service and social media at Spotify, to find out strategic accounts at Grant Thornton UK, to find
more. out how the firm manages its client relationships.
Chris Fill is director of Fillassociates, which develops and delivers learning mate-
rials related to marketing and corporate communications (see https://www.chr-
isfill.com). Formerly principal lecturer at the University of Portsmouth, Chris now
works with a variety of private and not-for-profit organizations, including several
publishers. He is a Fellow of the Chartered Institute of Marketing (CIM), where
he was the senior examiner responsible for the marketing communications modules and, more
recently, the Professional Postgraduate Diploma module ‘Managing Corporate Reputation’. In
addition to numerous papers published in a range of academic journals, Chris has written or
contributed to more than 40 books, including his market-leading and internationally recognized
textbook, Marketing Communications, now in its seventh edition.
The authors and publishers would like to thank the following people for their comments and
reviews throughout the process of developing the text and the online resources over the last five
editions:
We would particularly like to thank the following lecturers, students, and practitioners who con-
tributed market insights to the fifth edition:
As ever, we have also incorporated a series of practitioner marketing ‘problems’ within the text.
This requires a considerable commitment from practitioners in developing the marketing ‘prob-
lem’ with the authors and in filming the ‘solution’. Thus we would like to thank the following prac-
titioners who contributed to the new edition for their time, effort, and commitment to this project.
Chug Abramowitz, vice president global customer service and social media, Spotify, Sweden/
United States
Abdurahman Almaimani, general manager, Aldoraq Water Bottling Plant, Saudi Arabia
Paul Beavis, managing director, Champagne Lanson UK/International Markets, UK
Manish Bhan, head of retail transformation, Cheil UK, UK
Lotta Bjurhult, business developer retail operations, Åhléns, Sweden
Anne Blackie, head of bids and strategic accounts, Grant Thornton UK LLP, UK
Manfred Bortenschlager, API market development director, 3scale.net, Spain
Laura Boyle, head of EU marketing and business development, Withers Worldwide, UK
Alex Gilby, quantitative associate director, Ipsos MORI, UK
Acknowledgements xxv
Other reviewers have chosen to remain anonymous, but contributed considerably to the final
proposition. We would like to thank them for taking time out of their busy schedules to evaluate
the various draft chapters of the book. The publishers would be pleased to clear permission with
any copyright holders whom we have inadvertently failed, or been unable, to contact.
Preface
Welcome to the fifth edition of Marketing. You might be wondering, ‘Why should I buy this mar-
keting textbook?’ The answer is that your marketing lecturers told us you need a new one! Our
first edition was the first truly integrated print and electronic learning package for introductory
marketing modules. For this fifth edition, we’ve gone even further. Before we started writing,
we consulted marketing lecturers, building on our research for the previous editions, to identify
how we might tailor the book and online resources to meet your learning needs better. Our aim
with this edition’s book and online resources is to provide an innovative learning experience and
to pique readers’ curiosity to inspire the next generation of marketers to excel in this amazing,
exciting, and fast-moving discipline.
In our research for the book, we discovered that you needed:
■ more consideration of how marketing theory links to marketing practice;
■ more consideration of ethics, sustainability, and marketing’s impact on society;
■ updated market insights, and an updated digital and social media marketing chapter to keep
pace with the changes in the marketplace;
■ an increased digital presence throughout the book;
■ for the book to contain even more enticing advertising images;
■ for the book to contain even more student-friendly case studies; and
■ for the book to contain more variety in the format of the case insight videos.
As with the first, second, third, and fourth editions, we sought to bring contemporary market-
ing perspectives to life for students new to the concept of marketing. We want the book to be
motivational, creative, applied, and highly relevant to you.
Marketing starts with the fundamentals of marketing from classical marketing perspectives,
then contrasts these with newer views from the services and societal schools of marketing,
helping you to develop your knowledge and understanding of marketing. In the fifth edition,
there remains extensive coverage of the societal implications of marketing and we continue to
emphasize how marketing theory operates in practice. This important link element means that
we have worked harder to relate our market insights to the theoretical frameworks, models, and
concepts outlined in each chapter, to aid your learning.
In the online resources, we also provide you with web-based research activities, abstracts
from seminal papers, study guidelines, multiple-choice questions, and a flashcard glossary to
help you to broaden and reinforce your own learning.
We aim to provide powerful learning insights into marketing theory and practice through a
series of ‘insight’ features—case, market, and research insights. Marketing is for life, purchased
for use on first- and second-year undergraduate marketing programmes, or as reference read-
ing on professional and postgraduate marketing courses, but to be retained and referred to
throughout the course of your marketing or business degree. We sincerely hope you enjoy
learning more about marketing, and that this book and its online resources pique your curiosity!
If you have any comments about any of the content in this book, please tweet them to:
@DrPaulBaines and add the hashtag, #BainesetalMarketing5e. The more you tweet, the more
we learn about what you want from a marketing text.
Preface xxvii
simply to rely on your own (admittedly vast) experience of consumer marketing and reflections;
you also need to be ready to read beyond the book. Consequently, we recommend readings in
research insight sections throughout the book. Try to get hold of the seminal articles and books
highlighted in these research insights through your university’s electronic library system and
skim-read them. Again, if possible reflect on your own experience around the concepts you are
studying. But remember that you are not on your own in your learning: you have your tutor, your
classmates, this book, and the online resources to help you to learn more about marketing.
This textbook includes not only explanatory material and examples on the nature of marketing
concepts, but also a holistic learning system designed to aid you, as part of your university or
professional course, to develop your understanding by means of reading the text and working
with the materials available in the online resources. Work through the examples in the text and
the review questions; read the seminal articles that have defined a particular sub-discipline in
marketing; use the learning material on the website. This textbook aims to be reader-focused,
designed to help you to learn marketing for yourself.
As students, we tend to operate either a surface or a deep approach to learning. With the sur-
face approach, we tend to memorize lists of information, whereas with a deep approach, we are
actively assimilating, theorizing about, and understanding the information. With a surface learning
approach, we run into trouble when example problems learnt are presented in different contexts.
We may have simply memorized the procedure without understanding the actual problem. Deep
approaches to learning are related to better-quality educational outcomes and better grades, and
the process is more enjoyable. To help you to pursue a deep approach to learning, we strongly
suggest that you complete the exercises, visit the web links, and conduct the Internet activities
referred to throughout and at the end of each chapter, as well as the other activities available in
the online resources, to improve your understanding and your course performance.
When it comes to revising for your exams, listen to the authors’ chapter podcasts for an
overview of the concepts in each chapter. Tackle the multiple-choice questions to identify what
you do and don’t know, so that you can focus your scarce time on those concepts you need to
know more about. When revising, skim-read chapters to save time, but slow down your reading
when you encounter material and concepts you don’t properly understand. Don’t be afraid to
read through sentences several times if it’s not sinking in. Turn off any negative ‘voices’ in your
own mind that chastise you for not understanding and develop instead a positive, sympathetic
‘voice’ that supports you as you learn. In other words, be your own best friend when it comes to
learning. For your assignments, use the research insights in the various chapters to identify semi-
nal articles or books to cite. Look at the references at the back of each chapter when a particular
concept is discussed and consult those original sources, and even the references within these
sources, afterwards. By ‘snowballing’ through references in this way, you can develop a much
stronger understanding of a concept, which will in turn demonstrate to your tutors and markers
that you have read widely and understood the concept.
provides you with scores on each of the following four categories to allow you to determine your
dominant learning style:
1 Activists—Where this style is dominant, you learn better through involvement in new
experiences through concrete experience. You learn better by doing.
2 Reflectors—Where this style is dominant, you are more likely to consider experiences with
hindsight and from a variety of perspectives, and then to rationalize these experiences. You
learn better by reflecting.
3 Theorists—Where this style is dominant, you develop understanding of situations and
information by building an abstract theoretical framework for understanding. You learn
better by theorizing.
4 Pragmatists—Where this style is dominant, you learn best by understanding what works
best in what circumstances in practice. You learn through practice.
Analysis of your learning style will allow you to determine how you learn best at the moment and
give you pointers as to what other approaches to learning you might adopt to balance how you
develop. You may already have completed a learning-style questionnaire at the beginning of your
course and so know which learning styles you need to develop.
We believe most other textbooks are designed to particularly develop the theorist learning
style. Review-type questions also enhance the reflector learning style. However, in this text,
we also aim to develop the pragmatist component of your learning style by providing you with
case insights that highlight decisions made by real-life marketers. Finally, we ask end-of-chapter
discussion questions, which require you to work in teams and on your own, as well as provide
Internet activities to complete and web links to visit, to develop your activist learning style.
We aim to enhance your learning by providing an integrated marketing learning system,
incorporating the key components that you need to understand core marketing principles. As a
result, we hope not only that this text and its associated website will facilitate and enhance your
learning, making it fun along the way, but also that you will find it useful to use this text, and refer
back to it, throughout your student and life experiences of marketing.
Learning a discipline as exciting as marketing should be both fun and challenging. We
hope that this textbook and its associated resources bring the discipline alive for you, piquing
your curiosity about how the marketing world works. Good luck with your learning and in your
career!
How to Use this Book
This book comes equipped with a range of carefully designed learning features to help you get
to grips with marketing and develop the essential knowledge and skills you’ll need for your future
career.
Borden, N.H. (1964). The concept of the marketing mix. J understanding of key topics.
Research, 4, 2–7.
www.oup.com/uk/baines5e/
Student Resources – Free and open-access material available for users of the book.
Multiple-Choice Questions
Test your knowledge of the chapter and receive
instant results with these interactive questions.
References to page numbers in the book
accompany every question to help you navigate
to the topics that need further study.
Flashcard Glossary
Learning the jargon associated with the range of
topics in marketing can be a challenge, so this
online glossary has been designed to help you
understand and memorize the key terms in the
book.
Internet Activities
Arranged by chapter, these Internet Activities
help you develop your knowledge and improve
your understanding of the topic through online
research.
Research Insights
Follow the links to access the seminal
academic papers suggested in the book’s
Research Insights.
Web Links
Annotated links allow you easy access to up-to-
date and reliable marketing-related sites.
xxxiv How to Use the Online Resources
VLE Content
To make your teaching more efficient and
learning more effective, import all the material
available on the Online Resources into
your VLE.
PowerPoint Slides
A suite of fully customizable PowerPoint slides
for use in lecture presentations accompanies
each chapter.
Test Bank
A ready-made interactive testing resource, fully
customizable for your teaching and featuring
built-in feedback for students, to save you time
when creating assessments.
Essay Questions
Provided for each chapter, these stimulating
essay questions are accompanied by clear and
detailed answer guidance.
Tutorial Activities
Designed for use in seminars and tutorials, and
to reinforce practical marketing skills, these
activities are directly related to concepts and
companies in the book. They offer a range of
suggested ideas for easily integrating the book
and its resource with your teaching.
Dashboard
Simple. Informative. Mobile. Student Resources
Dashboard offers all the features of the online
Dashboard is a cloud-based online assessment resources, but comes with additional questions
and revision tool. It comes pre-loaded with test to take your learning further.
questions for students, a homework course if
your module leader has adopted Dashboard, Lecturer Resources
and additional resources as listed below. If your A pre-loaded homework course structured
lecturer has adopted Dashboard and you have around the book is available, supported by a
purchased the Dashboard Edition of the book, test bank containing additional multiple-choice
your standalone access code should be included questions. Your students can follow the pre-
and will provide instructions on how to sign up loaded course, or you can customize it, allowing
for the platform. If you have not purchased the you to add questions from the test bank or from
Dashboard Edition or if you have purchased a your existing materials to meet your specific
second-hand copy, you can purchase standalone teaching needs. Dashboard’s Gradebook will
access online—visit https://www.oxfordtextbooks. automatically grade the homework assignments
co.uk/dashboard for more information. that you set for your students. The Gradebook
SIMPLE: With a highly intuitive design, it will also provides heat maps for you to view your
take you less than 15 minutes to learn and students’ progress, which helps you to quickly
master the system. identify areas of the course in which your
students may need more practice, as well as
MOBILE: You can access Dashboard from every the areas in which they are most confident. This
major platform and device connected to the feature helps you to focus your teaching time on
Internet, whether that’s a computer, tablet, or the areas that matter.
smartphone. The Gradebook also allows you to administer
INFORMATIVE: Your assignment and grading schemes, manage checklists,
assessment results are automatically graded, and administer learning objectives and
giving your instructor a clear view of the class’s competencies.
understanding of the course content.
> 1
Part 1
Principles of Marketing
Part 1
Principles of Marketing
Part 2
Marketing Management and
Strategy
Part 3 Part 1
Managing Marketing Principles of Marketing
Programmes 1 Marketing Principles and Practice
2 Consumer Buying Behaviour
Part 4
Principles of Customer 3 Marketing Research and Customer Insight
Management
Part 5
The Social Impacts of
Marketing
Chapter 1
Marketing Principles and
Practice
Aldoraq, headquartered in Madinah, Saudi Arabia, customers’ volume requirements, terms of deals, and
distributes its natural mineral water products consignments, including beneficial payment terms. Of
throughout the Kingdom, and particularly in Madinah, particular importance to customers is the ability to buy
Makkah, and Yanbu. It is one of the biggest factories in all the products they need from one location. Because
the Middle East and a member of one of the oldest and there are more than 30 water distributors in Madinah,
largest family-owned businesses in Saudi Arabia. The many customers base their decision on the price they
company produces purified drinking water in different pay.
bottle sizes and capacities (from 250 ml bottles to 5
To promote awareness of its brand, Aldoraq
gallon containers), and was the first water company
recommends that its customers display its product
in Saudi Arabia to join the International Bottled Water
prominently in their stores, in potential consumers’
Association (IBWA). The water produced by Aldoraq
line of sight, and offers volume discounts to its largest
contains a good percentage of fluoride, is derived from
distributors accordingly. In addition, Aldoraq supports
natural water bore-wells, and is purified by ozone. In
its community by giving free water to charities and
2015, sales of the company’s 250 ml, 375 ml, and
discounted water to the mosque, as well as other
600 ml products had increased strongly on 2014 sales,
religious places. Nevertheless, more recently, some
but fallen slightly in the 2 litre, 1 gallon, 5 litre, and 5
large hotels and stores have started to purchase only
gallon bottle categories. The 5 gallon refill category,
premium water from companies selling international
however, had seen a slight gain.
brands, such as Evian, Nestlé, and Aquafina, making
Fast forward to the current year and the future looks it hard for Aldoraq to compete. These big brands
bright for bottled water in the Kingdom, with population are trying to dominate the supply chain system. For
size expected to reach 39.1 million by 2030 (a 24.1 example, Aquafina, owned by Pepsico, is pushing its
per cent increase on 2015, according to Euromonitor), water product alongside other products such as Pepsi-
growing retail infrastructure, and an increasing number Cola. When Aquafina first entered the market, it gave
of baqalah (small independent stores). Aldoraq’s away free samples of water with its Pepsi-Cola product
customers are mostly hypermarkets, supermarkets, and then pushed customers to buy its Aquafina water
and medium and small stores that distribute or sell brand at the same time. Coca-Cola also competed in
bottled water to consumers (restaurants, fast food this way with its water product Arwa.
stores, canteens, hospitals, households, etc.). Other
How should Aldoraq seek to differentiate itself
customers include catering companies, hotels,
and thereby compete against both local and
airport retail outlets, and corporate offices. Often,
international brands?
such customers are looking for price discounts,
longer terms of payment, and even coolers to store
Visit the online resources to watch a
the water. Distributors decide to buy bottled drinking
video interview with Khaled A. Almaimani,
water from Aldoraq’s factory based on which products
where he explains what Aldoraq did.
are available in time and can steadily be supplied to
Chapter11 >> Marketing
Chapter MarketingPrinciples
Principlesand
andPractice
Society 55
Introduction
How have companies marketed their offerings to you previously? Consider the last smartphone
you bought, the sports teams you follow, the music you stream, and the airlines you’ve flown
on. Why did you purchase these offerings? Each one has been promoted to you to cater for a
particular need. Consider how the offering was distributed. What physical and service-based
components is it made of? What societal contributions, positive or negative, do these offerings
make, if any? Are substitute offerings available that meet your needs and the needs of society
better? These are some of the questions that marketers should ask themselves when designing,
developing, and delivering customer offerings.
In this chapter, we develop our understanding of marketing principles and marketing’s posi-
tive impact upon society by defining marketing, comparing and contrasting American, British,
and French definitions. (We consider marketing’s negative impacts upon society in Chapter 18.)
We consider the origins and development of marketing throughout the twentieth and into the
twenty-first centuries. We explore how marketing differs in the consumer or business-to-con-
sumer (B2C), business-to-business (B2B), and services marketing sectors. The core principles
of marketing, incorporating the marketing mix, the principle of marketing exchange, market
orientation, relationship marketing, and service-dominant logic (SDL), are all consid-
ered. This chapter seeks to provide a thorough grounding in the principles of marketing. (Many
of these concepts are considered again in detail in later chapters.)
What Is Marketing?
Consider your own vast experience of being marketed to throughout your life. You will have been
subjected to millions of marketing communications messages, bought many thousands of offer-
ings, been involved in very many customer service calls, and visited tens of thousands of shops,
supermarkets, and retail outlets (on- and off-line). You’re already an experienced customer. In
this text, our role is to explain how professionals seek to persuade you to buy their offering,
rather than a competitor’s. Most customers are just like you and will be as discriminating in their
buying habits.
To explain how we market offerings to customers, we first describe what marketing is. There
are numerous definitions, but three are presented for easy reference in Table 1.1.
Visit the online resources and follow the web links to the CIM and AMA websites to read more
about their views on ‘What is Marketing?’
The Chartered Institute of Marketing (CIM) and American Marketing Association
(AMA) definitions recognize marketing as a ‘management process’ and an ‘activity’, although
many firms organize marketing as a discrete department rather than as a service across depart-
ments (Sheth and Sisodia, 2005). Nike uses a regional matrix organizational structure, enabling
marketing to operate within and across departments, for example in apparel, footwear (Brenner,
2013). The CIM and AMA definitions stress the importance of determining the customer’s
requirements and ‘delivering value’. Conversely, our French definition refers to developing an
offer of superior value. The AMA and French definitions refer to an ‘offer’ and ‘offering’, recogniz-
ing that marketing can be applied equally to the marketing of goods, services, and ideas, and
66 Part 1 > Principles
Marketing of
Fundamentals
Marketing
The Chartered Institute of ‘The management process responsible for identifying, anticipating,
Marketing (CIM) and satisfying customer requirements profitably’ (CIM, 2015)
The American Marketing ‘Marketing is the activity, set of institutions, and processes for
Association (AMA) creating communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large’
(AMA, 2013)
in the not-for-profit sector. From here on in, except where marketing theory is developed only
around products or services, we use the term ‘offering’ or ‘proposition’ to refer to the formula-
tion of benefits a company designs to meet customers’ needs, whether these are in service or
product form, or a combination of the two.
The CIM definition discusses anticipating or identifying needs and the AMA discusses ‘creat-
ing . . . offerings that have value for customers’. Both definitions recognize that marketers should
engage in marketing research (see Chapter 3) and in environmental scanning (see Chapter
4) to satisfy customers and, in the long term, to anticipate customers’ needs.
The French definition discusses influencing the behaviour of ‘publics’, rather than customers,
recognizing the wider remit of marketing in society. The challenge, according to the French defi-
nition, is to develop an offering that is ‘durably superior’ to that of the competition. This definition
recognizes explicitly the importance of the concepts of market segmentation and positioning
(see Chapter 6).
The CIM definition presupposes that marketing has a profit motive, although it does not state
what kind of profit this is, for example gain in society, gain in financial terms. The AMA defini-
tion is clearer, arguing that marketing is a process undertaken to benefit ‘clients, partners, and
society at large’.
What all these definitions display is how the concept of marketing is changing, from transac-
tional concepts such as pricing, promotion, and distribution, to relationship concepts such as
the importance of customer trust, risk, commitment, and co-creation.
Chapter11 >> Marketing
Chapter MarketingPrinciples
Principlesand
andPractice
Society 77
In addition, the nature of the relationships between an organization and its customers, in its
offerings and its mission, are different in not-for-profit and for-profit organizations (see Chapter
17). Nevertheless, the broad principles of how marketing is used remain the same.
Visit the online resources and complete Internet Activity 1.1 to learn more about the professional
marketing associations around the world.
Market Orientation
The concept of market orientation (Kohli and Jaworski, 1990) is the beating heart of marketing.
Developing a market orientation is said to make organizations more profitable in both the long
88 Part 1 > Principles
Marketing of
Fundamentals
Marketing
and short runs (Kumar et al., 2011), especially when there are limited competition, unchanging
customer wants and needs, fast-paced technological change, and strong economies in opera-
tion. In a meta-analysis of market orientation studies, Kirca, Jayachandran, and Bearden
(2005) conclude that market orientation is likely to be fundamental for survival in service firms
and the source of competitive advantage in manufacturing firms.
Developing a market orientation is not the same as developing a marketing orientation. So,
what’s the difference? A company with a marketing orientation would be a company that recog-
nizes the importance of marketing within the organization, for example by appointing a market-
ing person as chief executive officer (CEO), or as chair of its board of directors (or trustees, in the
case of a charity), or to the executive team in a limited company or partnership.
Developing a market orientation refers to ‘the organization-wide generation of market intel-
ligence pertaining to current and future customer needs, dissemination of the intelligence across
the departments, and organization-wide responsiveness to it’ (Kohli and Jaworski, 1990: 6). So
a market orientation not only involves the marketing function, but also involves everyone gather-
ing and responding to market intelligence (that is, customers’ verbalized needs and preferences,
customer and employee survey data, sales data, and information gleaned from discussions with
customers and trade partners, from websites, and from social media). Developing a market
orientation means developing:
■ customer orientation—concerned with creating superior value by continuously developing
and redeveloping offerings to meet customer needs—which means that we must measure
customer satisfaction on a continuous basis and train front-line service staff;
■ competitor orientation—which requires an organization to develop an understanding of its
competitors’ short-term strengths and weaknesses, and its own long-term capabilities and
strategies (Slater and Narver, 1994); and
■ interfunctional coordination—which requires all functions of an organization to work together
for long-term profit growth (as illustrated in Figure 1.1).
Achieving a market orientation so that an organization is internally responsive to changes in
the marketplace may take organizations four years or more to develop and requires senior
Customer orientation
Long-term
profit focus
Figure 1.1
The three components
of market orientation Competitor Interfunctional
Source: Narver and Slater (1990). Reprinted orientation coordination
with permission from The Journal of
Marketing, published by the American
Marketing Association, Narver, J.C. and Slater,
S.F. (1990), October, 20–35.
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same time that it does not undervalue any of God’s commands. Now
this mark Christianity has, and Judaism wants. The former teaches
expressly, That without holiness no man shall see the Lord, and that
for the want of it no external ceremonies can compensate. Further,
Christianity knows of no violent methods of propagating the truth. It
nowhere tells its followers, when they have the power, to compel all
men to embrace its doctrines, or to put them to death if they refuse.
It has not a criminal code written in blood, and prescribing floggings
of rebellion, or even death, for a mere ceremonial offence. It does
not allow each individual teacher to torment the people by
excommunication and anathema at his pleasure. And lastly, it does
not misrepresent God as an unjust and partial judge, who confines
the benefits of revelation to one small nation, and sentences the
overwhelming majority of mankind to unholiness and unhappiness. If
ever Judaism should attain to universal dominion, and the principles
of Judaism be brought into action, the whole Gentile world would be
doomed to misery and ignorance. By pronouncing that amongst
Gentiles there is no marriage-tie, it would rob them of all domestic
peace. By sentencing every Gentile reader of the Bible to death, it
would deprive them of all the consolations and instructions of the
Word of God, and by forbidding them to keep a Sabbath, it would, so
far as it could, annihilate every token of God’s care and loving-
kindness. The triumph of Christianity, on the contrary, and the full
development of all its principles, would fill the world with peace, and
joy, and happiness. The fundamental principles of Christianity,
namely, that the Messiah has died for the sins of the whole world,
sets forth God as the tender father who cares for all his children, and
therefore teaches all men to regard one another as fellow-heirs of
the same eternal salvation. It does not deny that Israel has peculiar
privileges as a nation, but fully acknowledges that “they are still
beloved for the fathers’ sakes,” and that they are yet to be the
benefactors of the human race as they were of old. But it asserts, at
the same time, that God is not the God of the Jews only, but of the
Gentiles also, and thus makes it possible for Jew and Gentile to love
each other. The only foundation for the peace and unity of all nations
is the recognition of God as the Father of all, and this foundation is
the very corner-stone of Christianity, whilst it neither does nor can
form any part of the fabric of Judaism. Christianity teaches that the
first and great commandment is, Thou shalt love the Lord thy God
with all thy heart; and the second is, Thou shalt love thy neighbour
as thyself; and teaches, at the same time, that all men are our
neighbours. Judaism teaches that circumcision is the greatest of all
the commandments, and that none but Jews and proselytes are
neighbours. Thus Judaism divides, whilst Christianity tends to unite,
all the children of men in the bands of peace. It has only one
principle of God’s dealings to men, and that principle is love; and one
principle for the guiding of man’s conduct to men, and that is love
also. Let not the Jewish reader think that we Gentiles wish to ascribe
any merit to ourselves, as if by our own wit or wisdom we had found
out a religious system superior to anything that Israel had been able
to devise. Far from it; we acknowledge again, as we did in the first
number, that we are only disciples of one part of the Jewish nation.
From the Jews Christianity came to us. It has been a light to lighten
us Gentiles, but we acknowledge its Divine Author as the glory of his
people Israel. All we mean by instituting the comparison is, to show
those who still adhere to the oral law, that there is another Jewish
religion infinitely superior, and more like that of Moses and the
Prophets. And we appeal confidently to every reader of these papers
to decide whether the New Testament or the Talmud is the better
book, and to say which is the most agreeable to the will of God as
revealed to their forefathers. We earnestly call upon them to make
the decision, and to deliver themselves from that unmerited weight of
odium which has rested upon them for centuries; and from that still
more dreadful evil, the displeasure of Almighty God, which has
followed them ever since they forsook the Old Paths wherein their
fathers walked.
It is time for those, at least, who profess to abhor certain parts of the
Talmud and oral law, to justify their professions by consistent
conduct. If they wish people to believe them when they profess love
and charity towards all men, they must begin by repudiating the
authority of the oral law, and renouncing the worship of the
synagogue. How can we possibly believe that those are sincere in
their professions to men, who declare that they are insincere in their
worship of the heart-searching God? Every man who uses the
prayers of the synagogue, there confesses himself to God as a
believer in the oral law, and consequently ready to execute all its
decrees of cruelty, fraud, and persecution—ready, when he has the
power, to convert all nations with the sword. That is his profession in
the synagogue; when, then, he comes forth from the solemn act of
Divine worship, and tells me that he is liberal and charitable, and that
he abhors persecution, how can I possibly believe him? There is
falsehood somewhere, and the only possible mode of removing this
appearance is by a public renunciation of the oral law, and an
erasure of those passages in the public prayers which affirm its
Divine authority. This all truly liberal-minded Jews owe to
themselves, to the Christian public, to their brethren, and, above all,
to their God. To themselves they owe it, because so long as their
words and their deeds contradict each other, a mist hangs over
them. To the Christian public they owe it, for they must naturally
desire to know the principles of those with whom they are connected.
To their brethren they owe it, for this is the only way of delivering the
nation from the calamities of centuries. To their God they owe it, for
by the blasphemies of the oral law, His character is misrepresented,
and His name blasphemed.
THE END.
INDEX.
Abarbanel, 124
Aben Ezra, 123
Abraham at the door of hell, 450
Adam, 136
Agadah, recognized in Jewish Prayer-book, 3
Ahijah, the Shilonite, fable about, 352
Almsgiving, Rabbinic, 302
merit of, 307
Amhaaretz, meaning of the word, 458
disqualifications of, 459
may be robbed and slain with impunity, 461
lawful to kill, 6
Amulets, virtues of, 183
Angels carry up the sound of the horn at new year, 267
Angels, of the waves, 197
Angel, evil, 229
Angels ministering, 164
Apostates, to be killed, 36
Arbah, Turim, 112
Astrology, taught and practised, 175
Atonement, day of, 279
itself an atonement, 279
repentance an, 279
a cock killed as an, 283
death an, 299
Cain, 138
Catechism, Bavarian Jewish, 25
gives a false view of Judaism, 26
Charity, Rabbinic, 112
Charm, Rabbinic, for a bleeding of the nose, 192
for the bite of a mad dog, 193
for a storm at sea, 196
for the bite of a scorpion, 200
Charms allowed on the Sabbath-day, 200
Charm for bed time, 201
Christianity, a Jewish religion, 1
Christianity, the religion of the New Testament, 2
Christians considered as idolaters, 419
not counted amongst the pious of the nations, 4
not in a state of salvation, 4
Circumcision equivalent to all the commandments, 451
meritoriousness of, 450
Cock, killing a cock as atonement, 283
Commandments, 442; 162
Cruelty, Rabbinic, 8, 99, 209
to women, 377
Karo, R. Joseph, 17
K’hillath Shlomoh, 282
Kiddushin, 19
Kimchi, 93
Napoleon, 24
New Year, Jewish, 247
New Year, judgment at, 247
prayers for, 264
merit and advantage of blowing the horn on, 266
Noachidæ, 25, 41
who they are, 55
seven commandments of, 56
may transgress commandments, 57
murderer of, not to be put to death, 62
unintentionally killing a Jew, to be put to death, 61
when received, 67
how received, 68
Footnotes
1. Published originally January 15, 1836.
2. Joreh Deah, sec. 246.
11. Hilchoth Rotzeach, c. xii. 15. See also Bava Bathra, fol. iv. col.
1., about the middle of the page, where the punishment of
Daniel is more fully discussed.
19. This alludes to בהמות. See Job xl. 15, &c. D. Levi.
21. According to Rashi, one who goes from house to house to get
alms.
23. The only explanation which Rashi gives of these words is לחש
“ הואIt is a charm.”
27. Hilchoth Shabbath and Hilchoth Eruvin extend from fol. 140 to
fol. 226.
30. Isaac.
32. See the Machsor for the Day of Atonement, in אז מלפני בראשית
and for the Passover, in ברה דודי.
33. ולא למהר דאינו יכול לעשותם לעולם הבא ׃, היים לעשותם בעולם הזה