(Download PDF) Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Full Chapter PDF
(Download PDF) Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Full Chapter PDF
(Download PDF) Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Full Chapter PDF
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page i
Tenth Edition
page ii
page iii
Tenth Edition
Fictitious names of companies, products, people, characters and/or data that may
be used herein (in case studies or in examples) are not intended to represent any
real individual, company, product or event.
ISBN-13 9781526849533
ISBN-10 1526849534
eISBN-13 9781526849540
© 2024. Exclusive rights by McGraw-Hill Education for manufacture and export.
This book cannot be re-exported from the country to which it is sold by McGraw-
Hill Education.
page v
Dedication
To Jackson, River, Rosie, Molly, Evie and Bohdi.
page vi
PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3
PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465
PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681
Glossary 875
Company Index 887
Subject Index 896
page vii
Preface xvii
Guided Tour xx
Technology to Enhance Learning and Teaching xxiii
PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3
Introduction to Principles and Practice of Marketing 4
What is Marketing? 5
Adopting a Market Orientation in a Changing World 7
Understanding Market-driven Businesses 11
Creating Customer Value, Satisfaction, Loyalty and Relationships 16
Marketing Planning 21
Does Marketing Have All the Answers? 22
Big Picture: Key Topics in This Chapter 25
Detailed Review 25
Key Terms 27
Study Questions 28
Recommended Reading 28
References 28
CASE 1 The Rivalry Between Coca-Cola and Pepsi 31
CASE 2 H&M and Fast Fashion 35
page viii
PART 2
Creating Customer Value 303
8 Value Through Brands 305
Products and Brands 306
The Product Line and Product Mix 307
Brand Types 307
Why Strong Brands are Important 308
Brand Equity 312
Brand Building 314
Key Branding Decisions 320
Global Branding 330
Big Picture: Key Topics in This Chapter 333
Detailed Review 334
Key Terms 335
Study Questions 336
Recommended Reading 336
References 337
CASE 15 Dr. Martens: Engaging Consumers for More Than Half a
Century 340
CASE 16 Brand Strategy Changes at Burberry 344
page ix
PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465
Integrated Marketing Communications Approach 467
Planning for Integrated Marketing Communications 469
Elements of Integrated Marketing Communications 472
Big Picture: Key Topics in This Chapter 488
Detailed Review 488
Key Terms 490
Study Questions 490
Recommended Reading 491
References 491
CASE 23 Domino’s: Reaching and Staying Number One 493
CASE 24 Craft Beers: Marketing Rebels? 498
PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681
Marketing Planning Context 682
The Functions of Marketing Planning 685
The Process of Marketing Planning 685
Marketing Audit 688
page x
Vignettes
Marketing in Action
1.2 Brand Loyalty Wobbles When Starbucks Employs a Siren That’s Just Too
Perfect 19
3.1 We Know What the Problems Are, But What Are We Doing to Halt the
Deteriorating Climate? 96
4.1 Impulsive Behaviour, Panic Buying and WeChat Mini Programs 142
4.4 Wing Yip: All the Chinese You Need to Know 158
5.2 Most Valued People Award Helps Drive Umbraco’s Success 193
6.3 What is Big Data? GSK Shares Its Big Data 236
7.4 Create a Global Target Market Campaign, Share-a-Coke and Bridge a Racial
Divide 272
9.1 Energy Firms Collapse as the Wholesale Price of Gas and Electricity Heats
Up 350
9.3 Freemium Pricing: Giving Away the Core Product to Build a Global Brand
364
10.1 Innovation in Luxury Industries in Europe 392
11.4 How Social Media Transformed the Hashtag Into a Marketing Tool 440
14.1 Gucci Targets Its Customers of the Future Through Digital Media 560
16.2 Fingerprinting the Supply Chain Leads to Success for Costco 647
17.1 Birds Eye Looks Closely at Its Target Marketing Strategy 697
21.1 The New Nokia: Leader in Smart Cities and the Internet Of Things 843
21.2 Unilever Creates Virtual Jams While Chatting With Its Employees 854
page xii
Mini Cases
14.1 Advertising Appeals Aim to Go Viral With Festive IMC Campaigns 575
15.1 Using a Marketing Database to Keep Customers and Remind Them of the
Benefits of the Brand 604
16.1 Managing the Supply Chain the Zara Way: Direct From Factory Floor to
Shop Window 661
17.1 Pandora: Wherever Life Takes You, Take it With You 695
20.1 Amazon Helps Companies Grow Their Businesses Around the Globe 806
Hidden Gem
1.1 Moving Mountains Ups the Game for Vegan Food Brands 6
3.1 Pangaia 94
4.1 Tobii Leads the Way in Eye-tracking and Attention Computing 135
5.1 Digital Genius: Customer Service on Auto Pilot 190
9.1 IKEA Joins the Circular Economy With Its Buyback & Resell Service 356
10.1 Huel – HUman fuEL: A New-to-the-world Brand and Product Range 391
Case Guide
This guide shows the key concepts covered in each of the cases in both the book
and the Online Learning Centre so you can easily pick out which cases are relevant
to a particular part of your course. Go to
www.mheducation.co.uk/textbooks/jobber10e to find a pdf of this guide,
and search by company, industry or topic to find the ideal case to use.
Strategy
Dr Ethel Claffey, South East
Technological University
Case 20 Louis Vuitton: A Timeless Pricing strategy, premium
Success in Premium Pricing product, brand challenges
Dr Majd AbedRabbo, School
of Business and Creative
Industries, University of the
West of Scotland
Case 21 Serving up Sustainability: The Sustainability, conscious
11 Impetus for Greener Fast-
food Outlets
consumption, innovative
product strategy,
Dr Fiona Whelan-Ryan, South
East Technological University
Case 22 Spill the Beans: Chipotle’s Sustainability, pricing
Signature Flavour strategy, positioning
Terence W. Hermanus, Senior page xv
Lecturer, Cape Peninsula
University of Technology, and
Demi Hermanus MSc
(Microbiology), Stellenbosch
University
Case 23 Domino’s: Reaching and Integrated Marketing
12 Staying Number One
James R.J. Roper, FRSA,
Communications, Digital
Communications,
founder of IMRG (Interactive Reinventing a brand,
Media in Retail Group), the promotional tools
UK industry association for e-
retailing and e-commerce
Case 24 Craft Beers: Marketing Brand building,
Rebels? crowdfunding, insurgent
Brian Searle, programme brand, IMC
director MSc Marketing,
Loughborough University
Case 25 Is Advertising Advertising taboo products,
13 ‘Unmentionables’ No Longer a advertising challenges
Taboo?
Marie O’Dwyer, South East
Technological University
Case 26 Blackwater Tasters Club: Subscription business
Thinking Inside the Box model, value proposition,
Aileen Kennedy PhD, customer engagement
Technological University
Dublin
Case 27 Netflix: Using Big Data to Data analytics, big data,
14 Succeed
Bernadette Naughton and
customer communication,
retention
Marie O’Dwyer, South East
Technological University
Case 28 The Happy Pear: Go With Tribal marketing, marketing
Your Gut! analytics, strategy
Dr Fiona Whelan-Ryan, evaluation
South-East Technological
University, School of Business
Case 29 AirBnB: Belong Anywhere Direct marketing, social
15 Dr Ethel Claffey, South East
Technological University
media, digital marketing
University of Bradford
Case 32 A Look Into Sephora’s Omnichannel strategy,
Omnichannel Strategy seamless customer
Nilay Balkan, PhD., University experience, AI,
of Glasgow
Case 33 Marks & Spencer: Reviving a Marketing audit, SWOT
17 British Icon
Marie O’Dwyer, South East
analysis, Social and
Environmental concerns,
Technological retailing
University
Case 34 Anthon Berg Travels the Market challenge, SWOT
World With Luxury Chocolates analysis, market
Made in Scandinavia environment, market
Anthon Berg Asia area development
director Ms Bee Kuan
Case 35 Mastercard’s Sonic Brand Brand identity, strategy,
18 Identity: A Sound Strategy
Aileen Kennedy PhD,
competitive advantage,
differential advantage
Technological University
Dublin
Case 36 Coca-Cola: Can an Iconic Brand building, blue ocean
American Brand Adapt Itself strategy, international
to the Indian Market? markets, competitive
Tom McNamara and Irena marketing strategy
Descubes, The Rennes School page xvi
of Business, France
Case 37 Unilever’s Search for Growth Brand portfolio, BCG
19 David Jobber, Emeritus
Professor of Marketing,
Growth-Share Matrix,
General Electric Market
University of Bradford Attractiveness model,
marginal brands, strategic
divestment
Case 38 Fever-Tree: Capitalizing on Product life cycle, market
Market Trends development, Boston
Brian Searle, programme Matrix, product growth
director, MSc Marketing, strategies, insurgent brands
Loughborough University
Case 39 IKEA: A Swedish Icon Direct investment, global
20 David Jobber, Emeritus
Professor of Marketing,
brands, standardization,
adaptation, international
University of Bradford marketing strategy
Case 40 Marimekko: A Story of Leadership, Cultural values,
Design, Determination and marketing strategy,
Leadership implementation,
Fiona Ellis-Chadwick, Senior relaunching a brand
Lecturer, Loughborough
University
Case 41 Crocs: Back With More Bite! Marketing strategy,
21 Terence W. Hermanus, Senior differentiation, brand
Lecturer, Cape Peninsula association
University of Technology
page xvii
Preface
Welcome to the landmark 10th edition of Principles and Practice of Marketing, in
which we explore together how marketing has a profound effect on the way we
live, communicate and trade, find out what this means for individuals, business
and communities, and discover the implications for how firms and organizations
operate. Marketing is constantly adapting to meet the demands of dynamic
business environments, and exploring both theoretical principles and business
practices is the key to understanding this highly dynamic and complex subject.
Engaging learners
This book aims to be best-in-class in finding new ways to engage the modern
learner, by making the subject of marketing accessible using topical and
contemporary marketing practices to illustrate and demonstrate theories,
frameworks and concepts. By understanding how to interpret marketing and its
environments, and apply knowledge tactically and strategically, students gain a
richer knowledge of the value of the subject, build confidence into their
understanding and benefit from developing their expertise through a
comprehensive marketing education.
The book provides a logical and coherent framework for understanding
important topics such as digital marketing, consumer behaviour, B2B marketing,
segmentation, targeting and positioning, brand building, innovation, pricing,
communications, marketing strategy and implementation. These core subject
areas form the backbone of marketing education.
It will help you develop skills that will enable you to identify the opportunities
and pitfalls of applying marketing tools and techniques, to develop the insights
needed not only to become a successful marketer but also an accomplished
student.
page xviii
We hope you will all enjoy this book, and it adds to your knowledge,
understanding and expertise in the subject of marketing.
Fiona Ellis-Chadwick
page xx
Guided Tour
Real Marketing
Throughout the Principles and Practice of Marketing 10th edition product,
marketing principles are illustrated with examples of real marketing practice. The
following features encourage you to pause to consider the decisions taken by a
rich variety of companies.
Hidden Gem feature showcase firms doing things differently and reveals how
these companies are shaping marketing.
page xxi
Questions are provided at the end of each case study to allow you to test
yourself on what you have read. Multiple Choice Questions are also available in
Connect.
page xxii
Studying Effectively
Principles and Practice of Marketing is designed to make every study moment as
efficient as possible. The following features will help you to focus your study,
check your understanding and improve learning outcomes.
Learning Outcomes are listed at the beginning of each chapter to show you the
topics covered. You should aim to attain each objective when you study the
chapter.
Key Terms are provided at the end of each chapter—use the list to look up any
unfamiliar words, and as a handy aid for quick revision and review.
Study Questions allow you to review and apply the knowledge you have
acquired from each chapter. These questions can be undertaken either individually
or as a focus for group discussion in seminars or tutorials.
“Sir,
“I have been honoured with your letter of the 7th, and beg you to
accept my sincere thanks, for the favor conferred on me, in the
Glasses—which are very fine; but more particularly, for the flattering
expressions which accompanied the present.
“Go. Washington.
It was at the close of this year, that the college of William and
Mary, in Virginia, complimented Mr. Rittenhouse with an honorary
degree of Master of Arts, by an unanimous vote of the rectors and
faculty of that institution. His diploma, which is a special one, and
wherein he is styled the Chief of Philosophers,[216] has a place in the
Appendix.
The college of William and Mary was founded in the joint reign of
the king and queen of those names, who endowed it with twenty
thousand acres of land, besides a small duty on certain exported
tobaccoes, granted by stat. 25 Ch. II: in addition to which, the
assembly of Virginia also gave to it, by temporary laws, a duty on
liquors imported, and on skins and furs exported. And from these
resources, its funds amounted, on a medium, to more than 3,000l.
Virginia currency, (or $10,000,) per annum. The Hon. Robert Boyle,
[217]
of England, had also made a liberal donation to this college, for
the purpose of instituting a professorship, called the Brafferton, (the
name of the English estate, purchased with the money granted by
him to the college,) for the purpose of compensating missionaries, to
instruct the Indian natives and to convert them to Christianity. After
the revolution, the constitution of the college of William and Mary
underwent a considerable change: three of the six original
professorships, that is to say, two of Divinity, and one of the Greek
and Latin languages, were abolished; and three others, namely, one
for Law and Police—one for Anatomy and Medicine—and a third for
Modern Languages, were substituted in their stead; the Brafferton, it
is presumed, has been diverted into other channels, if not wholly
neglected.
“Dear Sir,
“For some months past I had not the least apprehension of being
obliged to visit the Ohio, this spring; but our affairs have taken such
a turn, that at present it is probable I shall meet you, at the time and
place appointed. Capt. Hutchins has been sent for to New York, by
Congress, as the trustees of the university will not consent to Dr.
Ewing’s absence. One or other of us will certainly set off in a few
days, to meet you: our waggons are already gone.
“I ought long since to have informed you, that you were elected a
member of our Philosophical Society—I wish you would favour us
with a communication, on any subject you please. Pray let me hear
from you, before you leave Baltimore. Have you any account from
Virginia? I am, dear sir, yours with respect and sincerity.
“David Rittenhouse.
“My dearest H,
“I have not heard one word from Philadelphia, since I left you.
About a month ago I wrote to you from Union Town, and I promise
myself a letter from you by the first messenger from that place, who
is now daily expected. To-morrow Mr. Armstrong sets off for Hanna’s
Town, where he expects to meet brother Isaac Jacobs, so that I write
in confidence of my letter reaching you.
“Deer are incredibly plenty here—I was the first that caught a
young fawn, and hoped to have sent the beautiful little animal a
present to H****. We kept it about a week, and it became quite tame;
but our cows ran away, and it was starved for want of milk. Col. P.
called it F—— B——, and says H**** shall at least have the skin. We
have all been very healthy; my cough diminishes slowly, my old
complaint is less troublesome, and I have no other.
“I wish to write to B***** and H****; but you will not readily imagine
how little leisure I have: Tired of the exercise of the day, I rejoice at
the approach of night; and, after a cup of tea, generally lie down to
rest as soon as it is dark, unless we have observations to make; and
then we have generally half a mile to walk, through dark woods, from
the place of observation to our encampment: this, however, does not
happen above once in a fortnight.
Until you bring round the happy day, that will restore me again to the
dear woman and children I so much love.
“Give my love to my children, and the few friends that are really
concerned for my welfare. God bless you, and make you at least as
happy as I am; and then, I am sure, you will not complain. Your ever
affectionate
“D. Rittenhouse.
“My dearest H,
“I need not say how much I feel for you, on account of the
disagreeable situation in which you last wrote. The only advice, I
believe, which I thought it necessary to give you, at leaving you, was
to keep up your spirits and endeavour to bear the fatigues of the
office. What will you say, or what will you think, when I tell you, I
believe it scarcely possible for any thing to contribute so much to
reconcile me to your absence, as the aversion I have to the plagues
of that same office.
“You have heard the reports concerning the Indians. We are still
ignorant of the true state of matters; but, from every information we
can get, it seems very improbable that we shall cross the Ohio this
summer: on this side of the river, we do not apprehend the least
danger.
“We have, for three weeks past, had a much greater proportion of
dry weather; and in this country, when it does not rain, the sky is
always fair, of a beautiful blue, and the air serene. There has been
nothing like a storm, nor scarce a puff of wind, since we came here.
Though thunder, lightning, and rain, are so very frequent, they are
never attended with high winds, nor scarcely a perceptible motion of
the air. For a month past, we had a very decent woman to cook for
us, but some little family broils obliged us to pack her home again.
Our boys have, however, learnt from her to bake good bread, and to
cook much better than they did. I mention this, because you will be
pleased with any thing that can contribute to my comfort.
“David Rittenhouse.
“Mrs. Rittenhouse.”
“P. S. Having mentioned the fatigues of the day, I must assure you
that I find my strength fully equal to them: As to walking up the hills, I
never pretend to it, having always a horse to ride—Col. P. is every
thing I could wish; I mean, so far as is necessary to me.”
“Dear Sir,
“The elements of the new Planet have been pretty well determined
by several European astronomers. The following I have extracted
from the Almanack[232] for 1787.
“Dr. Halley’s Table of the equation of ♃’s orbit will do very well for
computing the place of Herschel’s planet, only subtracting 1/16 part of
the equation there found; the greatest equation of this planet being
5° 27′ 16″. So, if from the Log. to any degree of anomaly, in the Table
for Jupiter, we subtract 1/76 part of the excess of that Log. above the
least, and to the remainder add the constant Logarithm .5647750,
we shall have the Log. for ♅ sufficiently accurate. On these
principles, I have computed the Right Ascension of ♅, and find both
agree with my own observation, to a few seconds.
“Sir,
* * * * * * * * *
* * * * * * * * *
* * * * * * * * *
* * * * * * * * *
“David Rittenhouse.
November 9, 1789.
“Sir,