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Contemporary Marketing 17th Edition Boone Solutions Manual
Contemporary Marketing 17th Edition Boone Solutions Manual
CHAPTER 2
CHAPTER OVERVIEW
Today’s marketers face strategic questions every day. Planning strategy is a critical part of their jobs. The
marketplace changes continually in response to changes in consumer tastes and expectations,
technological developments, competitors’ actions, economic trends, and political and legal events, as
well as product innovations and pressures from suppliers and distributors.
Although the causes of these changes often lie outside a marketer’s control, effective planning can
anticipate many of them. For example when the price of gas and jet fuel soared recently, travelers opted
to stay close to home instead of enjoying vacations to exotic, faraway places. This represented an
opportunity for places like Ocean City, Maryland, and Branson, Missouri. Any destinations that promoted
itself to potential vacationers within a short drive could find itself adding up the profits.
This chapter lays a foundation for analyzing all aspects of marketing by demonstrating the importance of
gathering reliable information to create an effective plan. These activities provide a structure for a firm to
use its unique strengths. Marketing planning identifies the markets a company can best serve as well as
the most appropriate mix of approaches to satisfy the customers in those markets. While this chapter
focuses on planning, in later chapters the task of marketing research and decision making will be
explored.
The chapter has been updated and revised, with new features in several areas:
The Opening Vignette and Evolution of a Brand discuss Yahoo and its CEO, Marissa Mayer.
Mayer, the first female engineer hired at Google, took the Yahoo CEO position with the daunting
challenge of turning around the company after several unprofitable years. One of her first
initiatives at Yahoo outlined a plan to make employees more productive. She has continued to
acquire smaller tech companies, specifically for their engineering talent. One of the company’s
important strategies has got involve jumping in to mobile technology, a position Yahoo has lacked
over the past few years. Mayer also has tried to change the organization’s culture—including a
controversial policy abolishing the firm’s long-standing telecommuting policy for employees.
Solving an Ethical Controversy analyzes the case of the New England Patriots and one of its
players, Aaron Hernandez, who was charged with murder. During his three years with the team,
Hernandez gained many fans, who purchased his Patriots jersey in support of the team. Once he
was charged, the Patriots told fans they could trade in their Hernandez jerseys for a different one,
which cost the team more than $250,000. It also discusses the question “should team franchises
disassociate themselves from a player facing criminal charges?” The issue of acting swiftly to
maintain a company’s brand is also discussed.
Marketing Success features “Layaway Programs a Big Hit with Shoppers” and describes how
some national retailers have brought back layaway programs as a way of enticing customers to
purchase products and have the retailers hold them until consumers pay them on a weekly basis.
This strategy is particularly successful during the important holiday retail season.
©2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or
service or otherwise on a password-protected website for classroom use.
Career Readiness provides some simple guidelines to make a good impression at a job. For
details, refer to ”Succeeding in Your First ‘Real’ Job.”
Chapter Case 2.1 Hotels Target Millennials with New Amenities features how hotels are trying
to attract Millennials who are poised to become the largest consumer group in U.S. history. It
focuses on how the hotels keep their young guests who lack brand loyalty interested.
Collaborative Learning Exercises are provided in several areas related to strategic planning
and the marketing process—Planning Throughout the Organization, Defining the Organization’s
Mission and Objectives, Strategic Planning, Formulating a Marketing Strategy, Promotion
Strategy and Pricing Strategy, The Marketing Environment, and BCG Matrix.
Video Case 2.2 Synopsis includes an overview of strategic planning and the marketing process
at Nederlander Producing Company and its theaters in New York City and other locations.
LECTURE OUTLINE
Opening Vignette and Evolution of a Brand— Marissa Mayer, Yahoo’s CEO has big plans for the company
in an effort to get it back in the forefront of digital and mobile marketing.
Chapter Objective 1: Distinguish between strategic planning and tactical planning.
Key Terms: planning, marketing planning, strategic planning, tactical planning
PowerPoint Basic: 5, 6
PowerPoint Expanded: 5, 6, 7
1. Marketing planning: the basis for strategy and tactics
a. Definition of planning: the process of anticipating future events and
conditions and determining the best way to achieve organizational
objectives
b. Planning is important for both large and small companies
Career Readiness—
Ask students to c. Marketing planning
provide few i. Marketing planning refers to implementing planning
suggestions on how to activities devoted to achieving marketing objectives
make a good ii. An important trend in marketing planning centers on
impression at their first relationship marketing
real job.
d. Good relationships with customers can arm a firm with vital
strategic weapons
e. Many companies now include relationship-building goals and
strategies in their marketing plans, maintaining databases to track
customer preferences
2. Strategic planning versus tactical planning
a. Strategic planning is defined as the process of determining an
organization’s primary objectives and adopting courses of action
that will achieve these objectives
b. Strategic planning includes allocation of resources, and provides
long-term directions for the decision makers
c. Tactical planning, a complementary approach to strategic
planning, guides the implementation of activities specified in the
strategic plan
d. It addresses shorter-term actions, focusing on current and near-
future activities that need to be completed so that larger strategies
can be implemented
©2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or
service or otherwise on a password-protected website for classroom use.
28 Part 1 Designing Customer-Oriented Marketing Strategies
1.1. Define planning. Planning is the process of anticipating future events and
conditions and of determining the best way to achieve organizational objectives.
Chapter Objective 2: Explain how marketing plans differ at various levels in an organization.
Key Terms: none
PowerPoint Basic: 7, 8
PowerPoint Expanded: 8, 9
1. Planning at different organizational levels
Table 2.1 Planning at a. Managers at all organizational levels devote some of their
Different Managerial attention to planning activities
Levels. Which b. The amount of time spent on planning activities and the types of
managers focus most planning vary by organizational level
on broad goals and
c. Top management (CEOs, COOs, and functional vice-presidents)
long-term planning?
Which managers focus i. Spend more of their time planning than middle-level and
most on planning for supervisor-level managers
day-to-day tasks? ii. Usually, they focus more on long-range strategic issues
d. Middle management
Note: Discuss how two i. Tend to focus on operational planning, which includes
companies creating and implementing tactical plans for their own
approached a similar departments
problem differently, ii. Supervisors often develop specific programs to meet
with different results. goals in their areas of responsibility
How did Nintendo and
Microsoft compete iii. To be most effective, the planning process includes input
against Sony’s from a wide range of sources, including employees,
PlayStation 2 with their suppliers and customers
gaming consoles,
GameCube and Xbox Assessment check questions
respectively?
2.1. How do marketing plans vary at different levels of the organization? Top
managers usually focus their planning activities on long-range strategic issues. In
contrast, middle-level managers focus on operational planning, which includes
creating and implementing tactical plans for their own units. Supervisors develop
specific programs to meet goals in their areas of responsibility.
2.2. Why is it important to get input from others when planning? Input from a
variety of sources—other employees, suppliers, or customers—helps ensure that
many ideas are considered. Involving those people in planning can also turn them
into advocates for the plan.
Chapter Objective 3: Identify the six steps in the marketing planning process.
Key Terms: mission, marketing strategy
PowerPoint Basic: 9
PowerPoint Expanded: 10, 11
1. Steps in the marketing planning process
©2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or
service or otherwise on a password-protected website for classroom use.
Another random document with
no related content on Scribd:
progress on either side, till the spring of 1191. By the middle of April,
when Philip Augustus arrived, the Christian host was sufficiently
numerous to maintain a complete blockade of the city by land and entire
control over the harbour, and thus to prevent the entrance of men and
provisions, either by land or by sea. They had, however, little prospect of
winning the place except by starvation; for they could not venture on
attempting to capture it by a general assault, because their own
encampment was in constant danger from a great host of fresh troops
which Saladin had brought up to occupy the surrounding country as soon
as the winter was over. Thus on the evening of Saturday, June 8,[647] “the
1191 valiant king, the Lion-heart,[648] saw before him Acre with its
towers, and the flower of the world’s people seated round about it, and
beyond them the hill-peaks and the mountains and the valleys and the
plains, covered with the tents of Saladin and Safadin and their troops,
pressing hard on our Christian host.”[649]
Not the least of the disadvantages under which that host laboured was
the lack of a commander-in-chief. Neither the character nor the
circumstances of Guy were such as could enable him to retain that
position after the influx from Europe had begun; and the supreme
command of the siege therefore passed from one to another of the more
influential leaders of the western contingents by a succession of
temporary arrangements, intended only as makeshifts till the three
sovereigns who were expected to take the joint leadership of the whole
expedition should arrive. The greatest of these three, however, the
Emperor Frederic Barbarossa, never arrived at all, having been
accidentally drowned on the way in June 1190. After the main body of
the French Crusaders reached Acre in July 1190, the chief command
devolved upon their leader, Count Henry of Champagne, whose mother
was half-sister to both Philip Augustus and Richard, and who was thus in
some sense a representative of both the kings. Philip on his arrival
devoted himself to setting up his military engines, of which he had
brought a goodly store, in whatever places he deemed most
advantageous, and according to one English chronicler, building a stone
house for himself; but he declined to take any further action without his
brother-sovereign.[650] Richard had no sooner passed from the clamorous
welcome given him by the whole host as he landed, and the exchange of
courteous greetings with Philip, than he plunged at once into practical
matters.[651] Having learned that Philip was paying his followers three
gold bezants apiece every month, he—seemingly that very night June 8
—issued a proclamation throughout the host offering four bezants a
1191 month to any knight, of any country, who would take service
under him.[652] The consequence was that nearly all those who were free
to dispose of themselves and their services “took him for their leader and
their lord.”[653] Among the first to come forward for this purpose were the
Genoese and the Pisans. He declined, however, the homage and fealty of
the Genoese, because it was already pledged to Philip. The Pisans
became his liegemen, and “he confirmed to them by his charter the
customs which they were wont to have in the land of Jerusalem.”[654] It is
highly significant that Richard could already, and seemingly without
calling forth a protest or even a remark from anyone, make an
assumption of authority in a realm of which he was neither ruler nor
overlord. Scarcely less significant was the action of Henry of
Champagne. Henry—so at least says an English chronicler—having
come to the end of his own resources, had asked his uncle of France for a
subsidy; Philip offered him a loan of a hundred marks, if he would
pledge his county for their repayment. Henry then applied to his uncle of
England, who at once gave him four thousand pounds and a supply of
food for his men and his horses. Thenceforth the troops of June
Champagne and their count served under Richard’s standard, and their
own sovereign remained in command only of the strictly “French”
followers who had come to Acre in his train.[655]
The wind which had brought Richard’s galleys swiftly to Acre on June
8 changed again before the slower vessels of his fleet could follow him,
and until they arrived he had no engines of war.[656] But “Mategriffon”
had been packed on one of the galleys; on the 10th it was set up, and by
daybreak on the 11th his archers were looking down into Acre from the
tall wooden tower, and “Kill-Greek” was ready to become “Kill-Turk.”
Philip renewed his attacks on the “Accursed Tower,” the chief defence of
the city on its eastern side; and all along the line of the walls June 11-
14
stone-casters and miners set vigorously to work. Richard
1191 meanwhile “went about among the groups, instructing some,
criticizing others, encouraging others; he seemed to be everywhere and
at every man’s side, so that to him might fairly be ascribed whatsoever
each man was doing.”[657] Within a day or two, however, he was
prostrated by a strange illness, a kind of malarial fever which among
other effects caused alopecia or loss of hair.[658] Much against his wishes,
a general assault was nevertheless made under Philip’s orders on June
14. It failed, and so did another three or four days later.[659] Presently
Philip was attacked by the same malady which had struck down Richard.
[660]
In Richard’s case it seems to have been complicated by his chronic
trouble, ague;[661] and thus Philip was the first to recover. Richard
occupied part of his time of enforced inactivity in an exchange of
courtesies with Saladin. Each party was anxious for information as to the
strength, or weakness, of the other; and the courtesies of chivalry, which
were quite as familiar to the Moslem as to the Christian prince, were
utilized by both for this purpose. Saladin appears to have opened
communications by sending a gift of fruit to the two royal invalids.
Richard was eager for a personal interview with his courteous June 19-
July 21
adversary; this Saladin refused, on the ground that “kings should
not have speech with each other till terms of peace between them have
been arranged”; he consented, however, to a meeting between his brother
Safadin and the king, but when the time for it came Richard was still too
ill to leave his tent. Richard next despatched to the Saracen camp a negro
slave as a gift to the Sultan.[662] On the king’s part these proceedings were
unwise, not in themselves, but because they were liable to be
misconstrued by his fellow-Crusaders and to bring upon him the
1191 suspicions of the other princes in the host, and especially of Philip
Augustus, with whom he was already at variance about a much more
serious matter which practically depended upon their joint decision. This
was nothing less than the disposal of the Crown of Jerusalem.
King Amalric, who died in 1174, had by his first wife a son, Baldwin,
and a daughter, Sibyl; and by his second wife an infant daughter, Isabel.
The first marriage had been dissolved on the ground of consanguinity; in
strict law, therefore, Baldwin and Sibyl were illegitimate; Baldwin,
however, became king without opposition, because he was the only male
survivor of the royal house. But he was not yet fourteen, and he was a
leper. In 1176, therefore, an attempt was made to provide for the
succession by marrying his elder sister to a member of a distinguished
family of Italian Crusaders, William of Montferrat. Within a year Sibyl
was a widow; but she was also the mother of a son, and in 1183 this child
was solemnly crowned and anointed king in his uncle’s lifetime. This
precaution staved off the impending crisis for nearly three years, though
the imminent prospect of a long royal minority in the existing political
and military circumstances of Palestine was felt to be so alarming that
the very Patriarch who had crowned the child became, only a few
months later, eager to undo his own work and tried, but without success,
to bring from Europe to the dying king and the distracted realm an
adoptive male heir of full age in the person of one of the descendants of
the first marriage of the Angevin Count Fulk V, whose second marriage
had brought the crown of Jerusalem into the house of Anjou. Baldwin IV
died before Heraclius returned from Europe, in the winter of 1184-5; in
September 1186 little Baldwin V died also. Sibyl then claimed the crown
in her own right, as the natural heiress at once of her child, her brother,
and her father; the Templars, the Patriarch, and some of the nobles rallied
round her at Jerusalem; the people acclaimed her as queen, and she was
crowned in the Church of the Holy Sepulchre together with her second
husband, Guy of Lusignan. Sibyl’s half-sister, Isabel, was now fifteen
years old, and had been married three years. A party among the nobles
1191 had ever since King Amalric’s death been biding their time to
bring Isabel forward as his only legitimate representative and heir. They
tried to do so now; they failed, however, because her young husband,
Humphry of Toron, and his step-father and guardian, Reginald of
Châtillon, both adhered to Sibyl. But when the sickness which raged in
the Christian camp before Acre in 1190 carried off first the two little
daughters of Sibyl and Guy and then Sibyl herself, Isabel and her
partisans found their opportunity. On the pretext that Isabel had been
wedded to Humphry without her consent, the Patriarch declared her
marriage void. Immediately afterwards she married the man who Nov. 24
1190
had long been Guy’s most implacable rival, Conrad of
Montferrat, a younger brother of Sibyl’s first husband.
In four words the Norman poet-historian of the third Crusade has at
once pronounced a rare and splendid panegyric on Guy of Lusignan as a
man, and given us the clue to Guy’s failure as a statesman. “No king was
endowed with better qualities save for one characteristic which he had:
that he knew no evil. That,” adds the poet with a charming touch of
perhaps unconscious irony, “is what men call simpleness.”[663]
“Simpleness,” whether as a virtue or a failing, can certainly never have
been laid to the credit or the charge of Conrad of Montferrat. He had in
1187 landed with a handful of followers at Tyre when it was literally on
the eve of surrendering to Saladin, and had taken upon himself the
command and defence of the place with such vigour that Saladin was
compelled to raise the siege. An Arab historian called him “the mightiest
devil of all the Franks”;[664] an English writer called him “a son of the
piercing and crooked serpent.”[665] His valour and capability, together
1191 with the possession of Tyre, soon made him a personage of much
greater importance than the titular king. In birth Conrad was much more
than Guy’s equal; the marquisate of Montferrat, to which he succeeded in
1188, ranked among the chief principalities of the kingdom of Italy, and
his mother was granddaughter to one emperor, sister to another, and aunt
to a third; while Guy was merely the youngest of the five brothers of that
Geoffrey of Lusignan who had been a ringleader in almost every
Aquitanian revolt from 1167 onward, and who had finally, some months
after Conrad’s arrival at Tyre, gone to expiate in Palestine the last and
worst of his offences against Duke Richard. To avert civil strife, both
parties agreed to submit the whole question of the Crown to the
arbitration of the two western kings. Guy now laid before them a
complaint that Conrad had “forcibly and unjustly taken from him”
(probably during his absence in Cyprus) “the rights and revenues of the
kingdom.” His brother Geoffrey appealed the marquis of disloyalty,
perjury, and treason against the king of Jerusalem and the whole
Christian host. Conrad for the moment avoided answering the appeal by
slipping away to Tyre;[666] its prosecution was postponed, and with it the
trial of the rival claims to the Crown; pending a decision, the royal dues
and revenues of the market and port of Acre were sequestrated and
entrusted to the Templars and Hospitaliers.[667]
The two arbitrators inclined opposite ways. Guy’s “simpleness” had
led him aright when it pointed him, notwithstanding the previous hostile
relations between his family and their overlord in Aquitaine, to Richard
as his natural protector against the Italian claimant to his Crown. On the
other hand, Conrad’s family connexions and his talents had secured for
him the support of most of the other princes in the crusading host; the
ceremony of marriage between him and Isabel had been performed by a
1191 French bishop, a near kinsman of King Philip.[668] Thus supported,
he had, as we have seen, already ventured to set Richard at defiance by
preventing him from entering Tyre; and he was now speedily[669] recalled
to the camp by Philip, who at once openly “took him into familiarity and
counsel.” According to one account it was at Conrad’s instigation that
Philip laid claim to half the island of Cyprus and of the spoils which
Richard had acquired there; the pretext for the claim being the agreement
made at Messina. Richard answered that the said agreement related only
to whatever he and Philip might acquire in the Holy Land; he offered,
however, to satisfy Philip’s demand if Philip would in exchange grant
him half the county of Flanders and of everything that had escheated to
the French Crown by the recent death of the Flemish count. On this
Philip dropped his claim and consented to a new arrangement whereby
both kings explicitly promised to share equally whatever they should
acquire in Palestine. This convention was confirmed by oaths and
charters, and its fulfilment was safeguarded by a provision that all
conquests and acquisitions made by either party should be placed under
the charge of the two great Military Orders for safe custody and division.
[670]
1191
Meanwhile Saladin had on the night of the 24th removed his Aug. 24
headquarters from Shefr’ Amm to Kaimoun (the ancient Jokneam of
Carmel), where the inland road from Acre to the south crosses Aug. 25
the Kishon. Next day he rode over Carmel on a reconnoitring expedition
to Mallâha, “the Salt-pit,” called by the Franks Merle. Returning on the
26th to Kaimoun, he there reviewed his army, and on the morrow Aug. 28
led it across the mountains to “the head of the river which runs by
Caesarea.”[758] Caesarea lies, fifteen miles south of the Casal of the
Straits, midway between the mouths of two rivers which are five miles
apart. The northern one was called by the Crusaders “the River of
Crocodiles”;[759] between its two principal springs passes the Aug. 28-
30
main road leading south from Kaimoun. In the next three days
Saladin shifted his camp three times among the hills above these springs.
[760]
From these hills, or from the last spur of Carmel, a little further
south, he would see his first opportunity of checking or hindering his
enemy’s advance. The slopes of the Carmel range were too steep to be
practicable for his cavalry; it was doubtless for this reason that Cayphas
and Capharnaum had been evacuated, and also that the fortifications of
Caesarea had been dismantled.[761] When the Crusaders should reach
Caesarea, however, they would be on the verge of Sharon, “the Level,”
on whose eastern border the comparatively low mountains of Samaria
rise by a gradual ascent, in terrace-like ridges, broken by many easy
passes leading into the valleys and level spaces among the hills; while
the distance between mountains and sea, which round the promontory of
1191 Carmel is only two hundred yards, is at the lower end of the
Carmel range six miles. On August 28 Richard advanced from Casal of
the Straits to Merle and spent the night on the ground where Saladin had
been three nights before. Next day the whole host followed, and Aug. 29
with the king at its head and the Knights of the Temple and Hospital
forming the rearguard proceeded towards Caesarea. By Richard’s orders
all the sick had been transferred to the ships; but even for the able-bodied
the day’s march—some fifteen miles—was a long, slow, and painful one
over the burning sand in the heat of an August day in Syria; not a few
died by the way; and the outskirts of the host were attacked by some
skirmishing parties of Turks, who were, however, driven off by Richard.
The weary pilgrims camped that night on the bank of the River Aug. 30
of Crocodiles, and next day entered the ruins of Caesarea, which were
evacuated at their approach. Here on that evening or the next the ships
came into port, bringing further supplies and also some of the “lazy folk”
from Acre, who in response to an urgent summons sent to them by
Richard had thus at length come to rejoin their comrades in arms.[762]
With these reinforcements the march was resumed on Sunday, Sept. 1
September 1. On the preceding day Saladin had taken up a position on
the hills whence he could, as soon as the Franks issued from Caesarea,
make it impossible for them to avoid an encounter. They had scarcely set
1191 out when they were well-nigh surrounded by his light cavalry, and
a shower of arrows fell upon them from all directions.[763] But his attack
proved less effective than he had hoped, owing to the order of march
which the Crusaders had now adopted. The princes, knights, and
mounted men-at-arms advanced between two columns of infantry, of
which one, marching on their left—the side nearest to the hills and the
enemy—“protected them,” says an eye-witness, “as with a wall.” These
foot-soldiers in their thick felt jerkins and mailcoats recked little of the
Turkish arrows, while the heavier missiles which they hurled at their
assailants in return wrought execution on both horses and riders. On the
other side of the cavalry, along the sea-shore, marched another body of
foot-soldiers who carried the baggage, and, being safe from attack, were
always comparatively fresh, and ready to change places with their
comrades on the exposed side when the latter were worn out with fatigue
or wounds. Of the cavalry thus enclosed, the van consisted of the knights
of the kingdom of Jerusalem under King Guy; the rearguard was
composed of the mounted troops of Galilee and others, including no
doubt the Military Orders; in the centre were the king of England, the
duke of Burgundy, and their followers, with the Standard in their midst.
Thus, slowly and cautiously, the host moved along; on this first day it
advanced only about two or three miles, to the “river of Caesarea.”[764]
This seems to be what is now called the Nahr el Mefjir; the Crusaders
called it the Dead River, perhaps because the Turks—such at least is the
pilgrims’ account of the matter—had done their utmost to choke it up
and conceal its existence, so as to make it a trap for the strangers to fall
into; but the trap may have been the work of nature, for the stream
appears to be the same to which Bohadin gives the name of Nahr el
Casseb, river of reeds or rushes. The host reached this stream at Sept. 1
mid-day, crossed it in safety, and pitched their tents on its southern bank:
1191 whereupon the Turks retired, “for,” says Bohadin, “whenever they
were in camp, there was no hope of doing anything with them.” That
afternoon Saladin shifted his headquarters to a place a little higher up on
the same river;[765] and for two nights both parties remained in Sept. 1-3
their respective encampments, close to each other, but quiescent.
Thus far the pilgrims had been journeying along the edge of a plain
consisting chiefly of moors, marshes, and sand. Before them lay a tract
of more wooded country, and also, it seems, a part of the coast-road so
neglected and overgrown with brushwood as to be impassable for their
heavy cavalry. It appears that in consequence they made their way up the
left bank of the Dead River till they struck the inland road.[766] Here they
were much nearer to the hills and to the enemy. But Saladin had no mind
to risk a general engagement till he had collected all his forces on a
battle-ground of his own choosing; and on that same day he Sept. 3
again removed his camp further south, into the midst of a great forest
where he hoped to intercept the Christians on their way to the city which
must be their next objective, Arsuf. His cavalry continued to hang about
the Christian host[767] and harassed it incessantly on its march; yet the
pilgrims plodded on, keeping in the same order as before, never breaking
it except when the enemy’s attacks became so intolerable that the
infantry had to open its ranks to let the cavalry pass through for a charge.
On one of these occasions Richard was wounded in the left side by a
Turkish javelin, but so slightly that the wound only inflamed his
eagerness for the fight, and all day he was constantly driving off the
assailants.[768] At nightfall they retired, and the host encamped near the
“Salt River”—now the Nahr Iskanderuneh—which runs down to the
1191 plain from Shechem and falls into the sea seven or eight miles
south of Caesarea. Here, again, they stayed two nights (September 3-5).
The horses had suffered more severely than the men from the Turkish
missiles; the badly wounded ones were now killed and sold by their
owners to the men of lower rank for food; owing to the rush for them and
the high prices charged there was much strife over this matter, till
Richard checked it by proclaiming that he would give a live horse to any
man who would make a present of a dead one to his poorer comrades in
arms.[769]
From the Salt River a tract of wild wooded country called the Forest
of Arsuf stretched southward for twelve miles or more. Saladin had taken
up his position on a hill almost in the middle of it; here his foot-soldiers
had rejoined him on the morning of September 4; and here, on the same
day, he received a message from the Christian princes asking for a parley
about terms of peace between him and the native Franks of the kingdom,
“such as might enable those from over-sea to return to their homes.”
They were evidently becoming awake to the extreme difficulty of Sept. 5
their enterprise; and the Sultan’s apparent reluctance to engage in a
pitched battle may have raised hopes of a peaceful settlement with him.
He, on his part, was glad of anything to delay their further advance till
the Turcoman reinforcements which he was expecting had arrived; so a
meeting took place between Richard and Safadin, with Humphry of
Toron as interpreter, early on Thursday, September 5. Richard spoke
first; at the mention of peace Safadin asked, “What conditions am I to
propose to the Sultan in your name?” “One condition only,” answered
Richard, “that you restore the whole land to us, and go back to your own
country.” This brought the conference to an abrupt end; Safadin returned
to his brother,[770] and the Christians set forward on their march through
the Forest. They seem to have traversed it in a south-westerly direction