Etextbook PDF For Contemporary Marketing 17th Edition by Louis e Boone

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A b o u t t h e Au t h o r
Dave Kurtz
During Dave Kurtz’s high school days, no one in Salisbury, Maryland, would have mistaken him for
a scholar. In fact, he was a mediocre student, so bad that his father steered him toward higher educa-
tion by finding him a succession of backbreaking summer jobs. Thankfully, most of them have been
erased from his memory, but a few linger, including picking peaches, loading watermelons on trucks
headed for market, and working as a pipefitter’s helper. Unfortunately, these jobs had zero impact
on his academic standing. Worse yet for Dave’s ego, he was no better than average as a high school
athlete in football and track.
But four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent
instructors helped get Dave on a sound academic footing. His grade point average soared—enough
to get him accepted by the graduate business school at the University of Arkansas, where he met Gene
Boone. Gene and Dave became longtime co-authors; together they produced more than 50 books. In
addition to writing, Dave and Gene were involved in several business ventures. Unfortunately, Gene
passed away, but Dave continues to carry on the tradition of Contemporary Marketing.
Dave wishes you the best of luck in your marketing course. If you have any questions or
comments, you can contact Dave at profkurtz@gmail.com.
iv
Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
B r i e f co n t e n t s
Preface xxiii
1 Designing Customer-Oriented Marketing Strategies 1

Chapter 1 Marketing: The Art and Science of Satisfying Customers 2
Chapter 2 Strategic Planning in Contemporary Marketing 34
Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 60
Chapter 4 Social Media: Living in the Connected World 98
Chapter 5 E-Business: Managing the Customer Experience 134
2 Understanding Buyers and Markets 169

Chapter 6 Consumer Behavior 170
Chapter 7 Business-to-Business (B2B) Marketing 202
Chapter 8 Global Marketing 238
3 Target Market Selection 271

Chapter 9 Market Segmentation, Targeting, and Positioning 272
Chapter 10 Marketing Research in the Era of Big Data 308
Chapter 11 Relationship Marketing and Customer
Relationship Management (CRM) 338
4 Product Decisions 373

Chapter 12 Product and Service Strategies 374
Chapter 13 Developing and Managing Brand and Product Categories 408
5 Distribution Decisions 441

Chapter 14 Marketing Channels and Supply Chain Management 442
Chapter 15 Retailers, Wholesalers, and Direct Marketers 478
6 Promotional Decisions 513

Chapter 16 Integrated Marketing Communications, Advertising,
and Public Relations 514
Chapter 17 Personal Selling and Sales Promotion 554
7 Pricing Decisions 591

Chapter 18 Pricing Concepts 592
Chapter 19 Pricing Strategies 624
Appendix A Developing an Effective Marketing Plan A-1

Appendix B Financial Analysis in Marketing B-1
Online Appendix Your Career in Marketing (www.cengagebrain.com)
Glossary G-1
Name & Company Index I-1
Subject Index I-23
International Index I-53
co n t e n t s
Preface xxiii
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Marketing Strategies
Chapter 1 Marketing: The Art and Science
of Satisfying Customers 2
Opening Vignette
Vineyard Vines Markets the Chapter Overview 4
Good Life 2
What Is Marketing? 5
Career Readiness
A Definition of Marketing 6 | Today’s Global Marketplace 7
Landing a Job in Social
Media Marketing 12 Five Eras in the History of Marketing 8
Marketing Success The Production Era 9 | The Sales Era 9 | The Marketing Era 10 | The Relationship Era 11 |
The Weather Channel The Social Era 11 | Converting Needs to Wants 11
Expands Its Social Reach 21
Avoiding Marketing Myopia 12
Solving an Ethical
Controversy Extending the Traditional Boundaries of Marketing 13
Banning Sugary Drinks 25 Marketing in Not-For-Profit Organizations 13 | Characteristics of Not-For-Profit Marketing 14
Nontraditional Marketing 15
Person Marketing 16 | Place Marketing 17 | Cause Marketing 18 | Event Marketing 18 |
Organization Marketing 19
From Transaction-Based Marketing to Relationship Marketing 19

Using Social Marketing to Build Relationships 20 | Converting New Customers to
Advocates 20 | Developing Partnerships and Strategic Alliances 22
Costs and Functions of Marketing 23

Ethics and Social Responsibility: Doing Well by Doing Good 24
Strategic Implications of Marketing in the 21st Century 26
Review of Chapter Objectives 27
Assessment Check: Answers 28 | Marketing Terms You Need to Know 29 | Assurance of
Learning Review 29 | Projects and Teamwork Exercises 29 | Critical-Thinking Exercises 30 |
Ethics Exercise 30 | Internet Exercises 31
Case 1.1 Kraft Focuses on Brand Building 31

Video Case 1.2 Geoffrey B. Small Is Big on Quality, Customers, Community 32
vii
viii Contents
Chapter 2 Strategic Planning in Contemporary Marketing 34
Chapter Overview 36
Opening Vignette
Driving Cultural Change at Marketing Planning: The Basis for Strategy and Tactics 36
Yahoo 34 Strategic Planning versus Tactical Planning 37 | Planning at Different Organizational Levels 38
Career Readiness Steps in the Marketing Planning Process 39
Succeeding in Your First
Defining the Organization’s Mission and Objectives 40 | Assessing Organizational Resources
“Real” Job 38
and Evaluating Environmental Risks and Opportunities 40 | Formulating, Implementing, and
Solving an Ethical Monitoring a Marketing Strategy 41
Controversy
Can a Team Save Face with Successful Strategies: Tools and Techniques 42
Its Fans? 41 Porter’s Five Forces Model 42 | First Mover and Second Mover Strategies 43 | SWOT
Analysis 44 | The Strategic Window 45
Marketing Success
Layaway Programs a Big Hit Elements of a Marketing Strategy 45
with Shoppers 48 The Target Market 46 | Marketing Mix Variables 47 | The Marketing Environment 50
Methods for Marketing Planning 51

Business Portfolio Analysis 51 | The BCG Matrix 52

Case 2.1 Hotels Target Millennials with New Amenities 57

Video Case 2.2 Nederlander Producing Company Spotlights Customer Rewards 58
Chapter 3 The Marketing Environment, Ethics, and Social

Responsibility 60
Chapter Overview 62
Opening Vignette
Aflac Leads the Way in Environmental Scanning and Environmental Management 63
Ethics 60
The Competitive Environment 64
Career Readiness Types of Competition 64 | Developing a Competitive Strategy 65 | Time-Based
Getting a Job in CSR 75 Competition 66
Solving an Ethical
Controversy
The Political–Legal Environment 67
Was “Pink Slime” Coverage
Government Regulation 67 | Government Regulatory Agencies 70 | Other Regulatory
Fair or Foul? 79 Forces 71 | Controlling the Political–Legal Environment 71
Marketing Success The Economic Environment 72

IBM’s CSR Initiatives 86 Stages in the Business Cycle 72 | The Global Economic Crisis 73 | Inflation and Deflation 73
Resource Availability 74 | The International Economic Environment 75
The Technological Environment 76

Applying Technology 77
The Social–Cultural Environment 77

Consumerism 78
Contents ix
Ethical Issues in Marketing 81

Ethics in Marketing Research 82 | Ethics in Product Strategy 83 | Ethics in Distribution 84 |
Ethics in Promotion 84 | Ethics in Pricing 85
Social Responsibility in Marketing 85

Marketing’s Responsibilities 86 | Marketing and the Environment 87

Ethics Exercise 93 | Internet Exercises 93 | Ethics Questionnaire Answers 94
Case 3.1 General Mills and Its CSR Strategies 94

Video Case 3.2 Zappos Employees Do More Than Sell Shoes 95
Chapter 4 Social Media: Living in the Connected World 98
Chapter Overview 100

Opening Vignette
LinkedIn Lifts Off 98 What Is Social Media? 100
Social Media Platforms 101 | Social Media Tools 102 | Why Should Marketers Turn to Social
Marketing Success Media? 104
Weight Watchers Gets
Social 115 How Consumers and Businesses Use Social Media 107
Consumer Behavior 107 | Business Behavior 108 | Not-For-Profit Organizations 109
Solving an Ethical
Controversy
Creating a Social Media Marketing Plan 110
Barnes & Noble Security
Breach: Who’s to Goals and Strategies of a Social Media Marketing Plan 111
Blame? 122 Setting Goals 111 | Targeting the Audience 112 | Developing Strategies and Choosing
Career Readiness
Tactics 113
Job Hunting via Social Producing Content and Implementing the Plan 115
Media 124
Creating Content 116 | Implementing the Plan 116 | Rules of Engagement for Social Media 117
Monitoring, Measuring, and Managing the SMM Campaign 118
Monitoring and Measuring 118 | Managing 120
Ethical and Legal Issues 121

Workplace Ethics 121 | Be Honest 121 | Respect Privacy 122 | Be Accountable 123
Careers in Social Media Marketing 123

Types of Jobs 123 | Tips for Landing a Job in Social Media Marketing 125

Learning Review 128 | Projects and Teamwork Exercises 129 | Critical-Thinking
Exercises 129 | Ethics Exercise 130 | Internet Exercises 130
Case 4.1 Kellogg’s Approach to Social Media 130

Video Case 4.2 Zappos Connects with Customers 131
x Contents
Chapter 5 E-Business: Managing the Customer Experience 134

Opening Vignette
Wayfair Makes a Name The Digital World 137
for Itself 134
E-Business and E-Marketing 138
Marketing Success Opportunities of E-Marketing 139 | Web Business Models 141
Square Captures Mobile
Payment Sector 149 B2B E-Marketing 142
Proprietary B2B Transactions 142 | E-Procurement on Open Exchanges 143
Solving an Ethical
Controversy
B2C E-Marketing 144
Fake Online Reviews 153
Electronic Storefronts 144 | Benefits of B2C E-Marketing 144 | Online Buyers and Sellers 146
Career Readiness
Tips for Applying for
Challenges in E-Business and E-Marketing 147
Jobs Online 156 Safety of Online Payment 147 | Privacy Issues 148 | Fraud and Scams 149 | Site Design
and Customer Service 150 | Channel Conflicts and Copyright Disputes 151
Marketing and Web Communication 151

Online Communities 152 | Blogs and Podcasts 152 | Promotions on the Web 153
Building an Effective Web Presence 155

Successful Site Development 155 | Establishing Goals 155 | Implementation and
Interest 156 | Pricing and Maintenance 157 | Assessing Site Effectiveness 157

Case 5.1 Walgreens Masters E-Commerce 164

Video Case 5.2 Hubway: Boston’s Online Bike-Sharing System 165
Scripps Networks Interactive & Food Network Cooking Up Social Media
Strategies 168
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Understanding Buyers and Markets
Chapter 6 Consumer Behavior 170

Interpersonal Determinants of Consumer Behavior 173
Cultural Influences 173 | Social Influences 176 | Family Influences 180
Contents xi
Personal Determinants of Consumer Behavior 182

Opening Vignette Needs and Motives 182 | Perceptions 184 | Attitudes 186 | Learning 188 |
Hummus Is the New Self-Concept Theory 189
Salsa 170
The Consumer Decision Process 190
Marketing Success
Klout Measures Social Media Problem or Opportunity Recognition 191
Influence 178 Search 192 | Evaluation of Alternatives 192 | Purchase Decision and Purchase Act 193 |
Postpurchase Evaluation 193
Solving an Ethical
Controversy
Classifying Consumer Problem-Solving Processes 194
Should Facial Recognition
Routinized Response Behavior 194 | Limited Problem Solving 194 | Extended Problem
Technology Fade
Away? 187 Solving 194
Career readiness Strategic Implications of Marketing in the 21st Century 195

Avoiding Major Distractions
at Work 190
Case 6.1 Amazon Drives Consumer Behavior 199

Video Case 6.2 Ski Butternut Offers Thrills—Not Spills 200
Chapter 7 Business-to-Business (B2B) Marketing 202
Opening Vignette
GE Goes Social for B2B 202 Nature of the Business Market 204
Solving an Ethical Components of the Business Market 206 | B2B Markets: The Internet Connection 208 |
Controversy Differences In Foreign Business Markets 208
Making It Difficult for
Phone Scammers 207 Segmenting B2B Markets 209
Segmentation by Demographic Characteristics 210 | Segmentation by Customer Type 210 |
Marketing Success Segmentation by End-Use Application 211 | Segmentation by Purchase Categories 211
Foursquare Connects with
Business Partners 209 Characteristics of the B2B Market 212
Geographic Market Concentration 212 | Sizes and Numbers of Buyers 212 | The Purchase
Career readiness
Decision Process 213 | Buyer–Seller Relationships 213 | Evaluating International Business
How to Negotiate with
Customers 220
Markets 213
Business Market Demand 214

Derived Demand 215 | Volatile Demand 215 | Joint Demand 215 |
Inelastic Demand 215 | Inventory Adjustments 216
The Make, Buy, or Lease Decision 216

The Rise of Offshoring and Outsourcing 217 | Problems with Offshoring and Outsourcing 217
The Business Buying Process 218

Influences on Purchase Decisions 218 | Model of the Organizational Buying Process 221 |
Classifying Business Buying Situations 223 | Analysis Tools 224
The Buying Center Concept 225

Buying Center Roles 225 | International Buying Centers 226
Developing Effective Business-to-Business Marketing Strategies 226

Challenges of Government Markets 226 | Challenges of Institutional Markets 227 |
Challenges of International Markets 229
xii Contents

Case 7.1 B2B Giant Scores Big with Mobile Apps 235
Video Case 7.2 Zappos Offers Insights into Other Businesses 235
Chapter 8 Global Marketing 238

Opening Vignette
Walmart Extends Its Global The Importance of Global Marketing 241
Reach 238 Service and Retail Exports 242 | Benefits of Going Global 244
Career Readiness The International Marketing Environment 245
Tips for International International Economic Environment 245 | International Social–Cultural Environment 246 |
Travel 244 International Technological Environment 247 | International Political–Legal Environment 248 |
Solving an Ethical Trade Barriers 249 | Dumping 251
Controversy
Who’s Responsible Multinational Economic Integration 251
for Overseas Working GATT and the World Trade Organization 252 | The NAFTA Accord 252 | The Free Trade Area
Conditions? 249 of the Americas and CAFTA-DR 253 | The European Union 253
Marketing Success Going Global 254
McDonald’s Thrives in
France 257 Strategies for Entering Foreign Markets 255
Importing and Exporting 255 | Contractual Agreements 256 | International Direct
Investment 257
From Multinational Corporation to Global Marketer 258

Developing an International Marketing Strategy 259
International Product and Promotional Strategies 260 | International Distribution Strategy 261 |
Pricing Strategy 261 | Countertrade 262
The United States as a Target for International Marketers 262

Case 8.1 The NFL Takes Its Brand to London 267

Video Case 8.2 Nederlander Productions Hoof It Around the World 268
Scripps Networks Interactive & Food Network Everyone Eats 270
Contents xiii
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Target Market Selection
Chapter 9 Market Segmentation, Targeting, and

Positioning 272
Opening Vignette
PepsiCo Brands Target
Different Markets 272 Types of Markets 275
Solving an Ethical
Controversy
The Role of Market Segmentation 275
Should High-Fructose Corn Criteria for Effective Segmentation 276
Syrup Be Banned? 282 Segmenting Consumer Markets 277
Marketing Success
Geographic Segmentation 277
Hispanic Consumers Prime
Using Geographic Segmentation 279 | Geographic Information Systems (GISs) 280
Target for Clorox 286
Career readiness
Demographic Segmentation 280
Using Social Media to Reach Segmenting by Gender 281 | Segmenting by Age 281 | Segmenting by Ethnic
Target Markets 296 Group 285 | Segmenting by Family Lifecycle Stages 288 | Segmenting by Household
Type 288 | Segmenting by Income and Expenditure Patterns 289 | Demographic
Segmentation Abroad 290
Psychographic Segmentation 291

What Is Psychographic Segmentation? 291 | VALS™ 291 | Using Psychographic
Segmentation 292
Product-Related Segmentation 292

Segmenting by Benefits Sought 292 | Segmenting by Usage Rates 293 | Segmenting by
Brand Loyalty 293 | Using Multiple Segmentation Bases 294
The Market Segmentation Process 294

Develop a Relevant Profile for Each Segment 294 | Forecast Market Potential 294 | Forecast
Probable Market Share 294 | Select Specific Market Segments 295
Strategies for Reaching Target Markets 295

Undifferentiated Marketing 295 | Differentiated Marketing 296 | Concentrated
Marketing 297 | Micromarketing 297
Selecting and Executing a Strategy 298

Case 9.1 Cruise Lines Cater to Travelers’ Specific Interests 304

Video Case 9.2 Nederlander Targets Theatergoers Everywhere 305
xiv Contents
Chapter 10 Marketing Research in the Era of Big Data 308

Opening Vignette
Netflix Uses Big Data to The Marketing Research Function 311
Develop Content 308 How Marketing Research Has Evolved 311 | Who Conducts Marketing Research? 311 |
Solving an Ethical
Marketing Intelligence 313 | Competitive Intelligence 313 | Data Mining and Predictive
Controversy Analytics 313 | Key Performance Indicators 314
Who Profits from Your
Personal Data? 314 The Marketing Research Process 315
Define the Problem 316 | Conduct Exploratory Research 316 | Formulate a
Marketing Success Hypothesis 317 | Create a Research Design 317 | Collect Data 318 | Interpret and Present
Febreze: From Revolutionary Research Data 319
Failure to Best-Selling
Success 325 Data Collection in the Marketing Process 319
Secondary Data Collection 320 | Sampling Techniques 322
Career Readiness
Creating Surveys for Mobile Primary Research Methods 323
Devices 327 Observation Method 323 | Interpretive Research 325 | Survey Methods 325 |
Experimental Method 328
Conducting International Marketing Research 328

Interpretive Research 329
Ethnographic Studies 329

Case 10.1 Gamification: Game Changer for Marketing Research? 335

Video Case 10.2 GaGa SherBetter Forecasts Hot Sales, Cold Flavors 336
Chapter 11 Relationship Marketing and Customer Relationship

Management (CRM) 338
Opening Vignette
Publix’s Culture Puts People
First 338 The Shift from Transaction-Based Marketing to Relationship Marketing 340
Marketing Success
Elements of Relationship Marketing 342 | Internal Marketing 342
Motel 6 Still Growing Strong Levels of Relationship Marketing 344
After 50 343
Level One: Focus on Price 345 | Level Two: Social Interactions 345 | Level Three:
Solving an Ethical Interdependent Partnership 346
Controversy
Helping the Homeless? 351 Enhancing Customer Satisfaction 346
Understanding Customer Needs 346 | Obtaining Customer Feedback and Ensuring
Career Readiness Satisfaction 347
Ways to Build Customer
Loyalty 354 Building Buyer–Seller Relationships 348
How Marketers Keep Customers 348 | Database Marketing 349 | Customers as
Advocates 350
Customer Relationship Management 352

Benefits of CRM 352 | Problems with CRM 353 | Retrieving Lost Customers 353
Contents xv
Buyer–Seller Relationships in Business-to-Business Markets 355

Choosing Business Partners 356 | Types of Partnerships 356 | Cobranding and
Comarketing 356
Improving Buyer–Seller Relationships in Business-to-Business Markets 357

National Account Selling 357 | Business-to-Business Databases 358 | Electronic Data
Interchange and Web Services 358
Vendor-Managed Inventory 358

Managing the Supply Chain 358 | Business-to-Business Alliances 359
Evaluating Customer Relationship Programs 360

Sales Forecasting 361
Qualitative Forecasting Techniques 362 | Quantitative Forecasting Techniques 363

Case 11.1 Teaching Customer Service at the Disney Institute 369

Video Case 11.2 Pepe’s Pizzeria Serves Success One Customer at a Time 370
Scripps Networks Interactive & Food Network Scooping Up Consumer Insight 372
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Product Decisions
Chapter 12 Product and Service Strategies 374
Opening Vignette
Apple’s “A” for Innovation What Is a Product? 376
374
What Are Goods and Services? 377
Marketing Success
Audi Goes Social to Promote Importance of the Service Sector 378
Brand 382
Classifying Goods and Services for Consumer and Business Markets 380
Solving an Ethical Types of Consumer Products 380 | Classifying Consumer Services 383 | Applying the
Controversy
Consumer Products Classification System 384
Natural vs. Organic: Who Is
Responsible for Knowing Types of Business Products 385
the Difference? 387
Quality as a Product Strategy 389
Career readiness
Worldwide Quality Programs 390 | Benchmarking 390 | Quality of Services 390
Email: Think Before You
Send 392 Development of Product Lines 392
Desire to Grow 392 | Enhancing the Company’s Market Position 393
xvi Contents
The Product Mix 393

Product Mix Width 393 | Product Mix Length 394 | Product Mix Depth 394 | Product Mix
Decisions 394
The Product Lifecycle 395

Introductory Stage 395 | Growth Stage 396 | Maturity Stage 397 | Decline Stage 397
Extending the Product Lifecycle 398

Increasing Frequency of Use 398 | Increasing the Number of Users 398 | Finding New
Uses 399 | Changing Package Sizes, Labels, or Product Quality 399
Product Deletion Decisions 399

Case 12.1 Nike Back in the Limelight 405

Video Case 12.2 BoltBus Gives Bus Travel a Jump Start 406
Chapter 13 Developing and Managing Brand and Product

Categories 408
Opening Vignette
Under Armour Brand
Soars 408 Managing Brands for Competitive Advantage 410
Solving an Ethical
Brand Loyalty 411 | Types of Brands 412 | Brand Equity 414 | The Role of Category and
Controversy Brand Management 415
Who Is Responsible for the Truth
of Advertising Claims? 412 Product Identification 416
Brand Names and Brand Marks 416 | Trademarks 417 | Developing Global Brand Names and
Marketing Success Trademarks 418 | Packaging 418 | Brand Extensions 421 | Brand Licensing 422
Packaging Gives Heinz a
Boost 419 New-Product Planning 423
Product Development Strategies 423 | The Consumer Adoption Process 424 | Adopter
Career readiness
Categories 425 | Identifying Early Adopters 426 | Organizing for New-Product
How to Be a Team
Player 428
Development 427
The New-Product Development Process 429

Screening 430 | Business Analysis 430 | Development 430 | Test Marketing 431 |
Commercialization 431
Product Safety and Liability 431

Case 13.1 Chobani Greek Yogurt Focuses on Tradition 437

Video Case 13.2 At Zappos, Passion Is Paramount 437
Scripps Networks Interactive & Food Network The Line between Content and
Commerce 440
Contents xvii
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Distribution Decisions
Chapter 14 Marketing Channels and Supply

Chain Management 442
Opening Vignette Chapter Overview 444
Terra Technology Helps
Manage Global Supply The Role of Marketing Channels in Marketing Strategy 444
Chain 442
Types of Marketing Channels 445
CAREER READINESS Direct Selling 447 | Channels Using Marketing Intermediaries 448 | Dual Distribution 449 |
How to Successfully Close a Reverse Channels 449
Sale 447
Channel Strategy Decisions 450
SOLVING AN ETHICAL Selection of a Marketing Channel 450 | Determining Distribution Intensity 453 | Who Should
CONTROVERSY
Hershey’s Takes
Perform Channel Functions? 454
Responsibility for Its Supply Channel Management and Leadership 455
Chain 451
Channel Conflict 455 | Achieving Channel Cooperation 456
MARKETING SUCCESS
Vertical Marketing Systems 457
Red Lobster “Seas” Food
Differently 460
Corporate and Administered Systems 457 | Contractual Systems 457
Logistics and Supply Chain Management 459

Radio Frequency Identification 460 | Enterprise Resource Planning 461 | Logistical Cost
Control 461
Physical Distribution 462

The Problem of Suboptimization 462 | Customer Service Standards 463 |
Transportation 463 | Major Transportation Modes 464 | Freight Forwarders and Supplemental
Carriers 467 | Intermodal Coordination 467 | Warehousing 468 | Inventory Control
Systems 469 | Order Processing 469 | Protective Packaging and Materials Handling 469

Case 14.1 Superstorm Sandy Disrupts Global Supply Chain 475

Video Case 14.2 Geoffrey B. Small Keeps Marketing Channels Tight 475
xviii Contents
Chapter 15 Retailers, Wholesalers, and Direct Marketers 478

Opening Vignette
Macy’s Multi-Level Plan Retailing 480
Yields Big Rewards 478 Evolution of Retailing 481
Marketing Success Retailing Strategy 481
College Towns Help Whole
Foods Expand 482 Selecting a Target Market 483
Merchandising Strategy 483 | Customer Service Strategy 484 | Pricing Strategy 485 |
Solving an Ethical
Controversy Location/Distribution Strategy 486 | Promotional Strategy 487 | Store Atmospherics 488
Who Should Control the
Types of Retailers 490
Spread of Fake Stores and
Classification of Retailers by Form of Ownership 490 | Classification by Shopping Effort 491 |
Counterfeit Products? 489
Classification by Services Provided 491 | Classification by Product Lines 492 | Classification of
Career readiness Retail Transactions by Location 494 | Retail Convergence and Scrambled Merchandising 494
Tips on Knowing Your
Competition 495 Wholesaling Intermediaries 495
Functions of Wholesaling Intermediaries 496 | Types of Wholesaling Intermediaries 497 |
Retailer-Owned Cooperatives and Buying Offices 502
Direct Marketing and Other Nonstore Retailing 502

Direct Mail 502 | Direct Selling 503 | Direct-Response Retailing 503 | Telemarketing 503 |
Internet Retailing 503 | Automatic Merchandising 504

Case 15.1 Costco Plays Catch-Up in Online Sales 509

Video Case 15.2 GaGa SherBetter: Coming to a Market Near You? 510
Scripps Networks Interactive & Food Network Pushing Content into New Channels 512
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Promotional Decisions
Chapter 16 Integrated Marketing Communications,

Advertising, and Public Relations 514
Integrated Marketing Communications 517
Importance of Teamwork 518 | Role of Databases in Effective IMC Programs 519
Contents xix
The Communication Process 520

Elements of the Promotional Mix 522
Opening Vignette
Personal Selling 522 | Nonpersonal Selling 522 | Advertising 522 | Product Placement 523 |
Starbucks Serves Up Successful
Marketing “Brew” 514
Sales Promotion 523 | Direct Marketing 523 | Public Relations 523 | Guerrilla Marketing 524
| Advantages and Disadvantages of Types of Promotion 524 | Sponsorships 525
Marketing Success
H&M Integrates Its Advertising 526
Beckham Campaign 518 Types of Advertising 526 | Objectives of Advertising 526
Career Readiness Advertising Strategies 527

Tips for Career Comparative Advertising 527 | Celebrity Testimonials 527 | Retail Advertising 528 |
Networking 519 Interactive Advertising 529 | Creating an Advertisement 529 | Translating Advertising
Solving an Ethical
Objectives into Advertising Plans 529 | Advertising Messages 530
Controversy
Fast-Food Advertising
Advertising Appeals 530
Directed to Children 539
Fear Appeals 530 | Humor in Advertising Messages 530 | Ads Based on Sex 531 |
Developing and Preparing Ads 531 | Creating Interactive Ads 532
Media Selection and Scheduling 533

Television 533 | Radio 534 | Newspapers 535 | Magazines 535 | Direct Mail 536 |
Outdoor Advertising 536 | Interactive Media 536 | Media Scheduling 537
Public Relations 538

Publicity 538 | Cross-Promotion 538 | Ethics and Promotional Strategies 539
Promotional Mix Effectiveness 540

Nature of the Market 540 | Nature of the Product 540 | Stage in the Product Lifecycle 541 |
Price 541 | Funds Available for Promotion 541 | Evaluating Promotional Effectiveness 542 |
Measuring Advertising Effectiveness 542 | Media and Message Research 543 | Measuring
Public Relations Effectiveness 544 | Evaluating Interactive Media 544
Strategic Implications of Marketing in 21st Century 545

Learning Review 549 | Projects and Teamwork Exercises 549 | Critical-Thinking Exercises 549
| Ethics Exercise 550 | Internet Exercises 550
Case 16.1 The Richards Group: A Unique Advertising Group 550

Video Case 16.2 Pepe’s Pizzeria Delivers Every Day 551
Chapter 17 Personal Selling and Sales Promotion 554

The Evolution of Personal Selling 557
The Four Sales Channels 557
Over-the-Counter Selling 557 | Field Selling 559 | Telemarketing 560 | Inside
Selling 561 | Integrating the Various Selling Channels 561
Trends in Personal Selling 562

Relationship Selling 562 | Consultative Selling 563 | Team Selling 564
Sales Tasks 565

Order Processing 565 | Creative Selling 566 | Missionary Selling 566
xx Contents
The Sales Process 567

Opening Vignette Prospecting and Qualifying 567 | Approach 567 | Presentation 568 |
Salesforce.com Expands Its Demonstration 569 | Handling Objections 570 | Closing 570 | Follow-Up 570
Marketing Cloud 554
Managing the Sales Effort 571
Marketing Success
Recruitment and Selection 571 | Training 572 | Organization 573 | Supervision 574 |
Successful Cross-Selling
Strategies at WellsFargo
Motivation 574 | Compensation 575 | Evaluation and Control 576
564 Ethical Issues in Sales 577
Career Readiness
Sales Promotion 578 | Consumer-Oriented Sales Promotions 579 | Trade-Oriented
How to Make a Successful Promotions 581 | Trade Allowances 581 | Point-of-Purchase Advertising 581 | Trade
Cold Call 569 Shows 582 | Dealer Incentives, Contests, and Training Programs 582
Solving An Ethical Strategic Implications of Marketing in the 21st Century 583

Controversy
When the Sale Doesn’t Review of Chapter Objectives 583
Benefit the Customer 573 Assessment Check: Answers 584 | Marketing Terms You Need to Know 585 | Assurance of
Case 17.1 Shaq Promotes His Personal Brand 587

Video Case 17.2 Hubway Rolls Out Partners and Promotions 588
Scripps Networks Interactive & Food Network Generating Buzz 590
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Pricing Decisions
Chapter 18 Pricing Concepts 592

Opening Vignette Pricing and the Law 594
Dollar General Attracts Robinson-Patman Act 595 | Unfair-Trade Laws 596 | Fair-Trade Laws 596
Shoppers on Price Points,
Not Price 592 Pricing Objectives and the Marketing Mix 597
Profitability Objectives 598 | Volume Objectives 599 | Prestige Objectives 601 |
Marketing Success Pricing Objectives of Not-For-Profit Organizations 602
The Pricey Smell of
Success 597 Methods for Determining Prices 603
Price Determination in Economic Theory 604 | Cost and Revenue Curves 605 | The Concept
Solving an Ethical
Controversy of Elasticity in Pricing Strategy 607 | Practical Problems of Price Theory 609
Differential Pricing for
Price Determination in Practice 609
Highway Tolls 605
Alternative Pricing Procedures 609 | Breakeven Analysis 611
Career Readiness
Getting the Best The Modified Breakeven Concept 613
Car Price 610 Yield Management 614
Contents xxi
Global Issues in Price Determination 615

Assessment Check: Answers 618 | Marketing Terms You Need to Know 619 |
Assurance of Learning Review 619 | Projects and Teamwork Exercises 620 |
Critical-Thinking Exercises 620 | Ethics Exercise 620 | Internet Exercises 621
Case 18.1 ScoreBig: Name Your Price for Live Events 621
Video Case 18.2 Ski Butternut: Great Prices for Winter Fun 622
Chapter 19 Pricing Strategies 624

Opening Vignette
Discounts Reduce Pricing Strategies 626
Abandoned E-Carts 624 Skimming Pricing Strategy 627 | Penetration Pricing Strategy 628 | Competitive Pricing
Marketing Success Strategy 630
Chili’s Serves Everyday
Price Quotations 631
Value 630
Reductions from List Price 631 | Geographic Considerations 634
Solving An Ethical
Controversy Pricing Policies 635
Throttling “Unlimited” Data Psychological Pricing 636 | Price Flexibility 636 | Product-Line Pricing 636 | Promotional
Plans 638 Pricing 637
Career Readiness Price–Quality Relationships 639
Using Apps for Comparison
Shopping 643 Competitive Bidding and Negotiated Prices 639
Negotiating Prices Online 640
The Transfer Pricing Dilemma 641

Global Considerations and Online Pricing 642
Traditional Global Pricing Strategies 642 | Characteristics of Online Pricing 642 | Bundle
Pricing 644

Case 19.1 Who Needs the U.S. Penny? 649

Video Case 19.2 BoltBus: Ride for the Right Price 650
Scripps Networks Interactive & Food Network Good, Better, Best 652
xxii Contents
Appendix A
Developing an Effective Marketing Plan A-1
Appendix B
Financial Analysis in Marketing B-1
Online Appendix
Your Career in Marketing
Glossary G-1
Name & Company Index I-1
Subject Index I-23
International Index I-53
P REFAC E
The Contemporary Marketing Resource

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xxiv Preface
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Acknowledgments
Over the years, Contemporary Marketing has benefited from the suggestions of hundreds of marketing
instructors. I am most appreciative of their efforts and thoughts.
reviewers and contributors include the following: Keith Absher, Kerri L. Acheson, Zafar U. Ahmed,
Alicia T. Aldridge, M. Wayne Alexander, Bruce Allen, Linda Anglin, Allen Appell, Paul Arsenault,
Dub Ashton, Amardeep Assar, Tom F. Badgett, Joe K. Ballenger, Wayne Bascom, Richard D. Becherer,
Tom Becker, Richard F. Beltramini, Michael Bernacchi, Daniel W. Biddlecom, Robert Bielski, Carol
C. Bienstock, Roger D. Blackwell, David Blanchette, Jocelyn C. Bojack, Barbara Brown, Reginald
E. Brown, Michele D. Bunn, Marvin Burnett, Scott Burton, James Camerius, Les Carlson, John
Carmichael, Jacob Chacko, Irene Woods Clampet, Robert Collins, Elizabeth Cooper-Martin, Bruce
Coscia, Deborah L. Cowles, Howard B. Cox, James Coyle, John E. Crawford, Elizabeth Creyer,
Geoff Crosslin, Michael R. Czinkota, Kathy Daruty, Grant Davis, Gilberto de los Santos, William
Demkey, Carol W. DeMoranville, Fran DePaul, Gordon Di Paolo, John G. Doering, Curt J.
Dommeyer, Jeffrey T. Doutt, Michael Drafke, Sid Dudley, John W. Earnest, Joanne Eckstein, Philip
E. Egdorf, Larry T. Eiler, Michael Elliot, Amy Enders, Bob Farris, Lori Feldman, Sandra M. Ferriter,
Dale Fodness, Gary T. Ford, Michael Fowler, John Frankel, Edward Friese, Sam Fullerton, Ralph
M. Gaedeke, G. P. Gallo, Nimish Gandhi, Debbie Gaspard, Sheryl A. Gatto, Robert Georgen, Don
Gibson, David W. Glascoff, Jeffrey L. Goldberg, Robert Googins, James Gould, Donald Granbois,
John Grant, Arlene Green, Paul E. Green, William Green, Blaine Greenfield, Matthew Gross, Robert
F. Gwinner, Raymond M. Haas, John H. Hallaq, Dana Harris, Cary Hawthorn, E. Paul Hayes,
Hoyt Hayes, Joel Haynes, Betty Jean Hebel, Debbora Heflin-Bullock, John (Jack) J. Heinsius,
Charlane Held, Sanford B. Helman, Nathan Himelstein, Robert D. Hisrich, Mabre Holder, Ray
S. House, Andrew W. Honeycutt, George Housewright, Dr. H. Houston, Donald Howard, John
Howe, Michael D. Hutt, Gregory P. Iwaniuk, Don L. James, James Jeck, Tom Jensen, Candida
Johnson, David Johnson, Eugene M. Johnson, James C. Johnson, Harold H. Kassarjian, Bernard
Katz, Stephen K. Keiser, Michelle Keller, J. Steven Kelly, Marcella Kelly, James H. Kennedy, Charles
Keuthan, Maryon King, Stephen C. King, Randall S. Kingsbury, Gail H. Kirby, Donald L. Knight,
Linda S. Koffel, Philip Kotler, Kathleen Krentler, Terrence Kroeten, Russell Laczniak, Martha Laham,
L. Keith Larimore, Edwin Laube, Ken Lawrence, Francis J. Leary, Jr., Mary Lou Lockerby, Laddie
Logan, James Lollar, Paul Londrigan, David L. Loudon, Kent Lundin, Dorothy Maass, Patricia
Macro, James C. Makens, Lou Mansfield, Frank Markley, Tom Marshall, Warren Martin, Dennis C.
Mathern, James McCormick, Carl McDaniel, Lee McGinnis, Michael McGinnis, James McHugh,
Faye McIntyre, Robert M. McMillen, H. Lee Meadow, Norma Mendoza, Mohan Menon, William
xxvi Preface
E. (Gene) Merkle, John D. Milewicz, Robert D. Miller, Laura M. Milner, Banwari Mittal, Anthony
Miyazaki, Harry J. Moak, J. Dale Molander, John F. Monoky, James R. Moore, Jerry W. Moorman,
Linda Morable, Thomas M. Moran, Diane Moretz, Eugene Moynihan, Margaret Myers, Mark A.
Neckes, Susan Logan Nelson, Colin F. Neuhaus, Robert T. Newcomb, Steven Nichols, Jacqueline
Z. Nicholson, Thomas S. O’Connor, Robert O’Keefe, Nita Paden, Sukgoo Pak, George Palz, Eric
Panitz, Anurag Pant, Dennis D. Pappas, Constantine Petrides, Barbara Piasta, Dennis D. Pitta,
Barbara Pletcher, Carolyn E. Predmore, Arthur E. Prell, George Prough, Warren Purdy, Bill Quain,
Salim Qureshi, Rosemary Ramsey, Thomas Read, Thomas C. Reading, Joel Reedy, Gary Edward
Reiman, Dominic Rella, Ken Ridgedell, Glen Riecken, Arnold M. Rieger, C. Richard Roberts,
Patrick J. Robinson, William C. Rodgers, Fernando Rodriguez, William H. Ronald, Jack J. Rose, Bert
Rosenbloom, Barbara Rosenthal, Carol Rowery, Lillian Roy, Ronald S. Rubin, Don Ryktarsyk, Arthur
Saltzman, Rafael Santos, Elise T. Sautter, Duane Schecter, Buffie Schmidt, Dennis W. Schneider,
Jonathan E. Schroeder, Larry J. Schuetz, Bruce Seaton, Howard Seigelman, Jack Seitz, Steven L.
Shapiro, Farouk Shaaban, F. Kelly Shuptrine, Ricardo Singson, Norman Smothers, John Sondey,
Carol S. Soroos, James Spiers, Miriam B. Stamps, William Staples, David Starr, Bob Stassen, David
Steenstra, Bruce Stern, Robert Stevens, Kermit Swanson, G. Knude Swenson, Cathy Owens Swift,
Clint B. Tankersley, Ruth Taylor, Sue Taylor, Donald L. Temple, Vern Terpstra, Nancy J. Thannert,
Ann Marie Thompson, Howard A. Thompson, Lars Thording, John E. Timmerman, Frank
Titlow, Rex Toh, Dennis H. Tootelian, Fred Trawick, Pam Uhlenkamp, Richard Lee Utecht, Rajiv
Vaidyanathan, Toni Valdez, Peter Vanderhagen, Dinoo T. Vanier, Sal Veas, Charles Vitaska, Cortez
Walker, Roger Waller, Gayle D. Wasson, Mary M. Weber, Donald Weinrauch, Fred Weinthal, Paul
M. Wellen, Susan B. Wessels, Vicki L. West, Elizabeth White, John J. Whithey, Debbora Whitson,
David Wiley, William Wilkinson, James Williams, Robert J. Williams, Nicholas C. Williamson,
Cecilia Wittmayer, Mary Wolfindarger, Joyce Wood, Van R. Wood, Julian Yudelson, and Robert J.
Zimmer.
In Conclusion
I would like to thank my associate Cate Rzasa. Her ability to meet tight deadlines is truly appreciated.
Let me conclude by mentioning that the new edition would never have become a reality with-
out the superior efforts of the Cengage Learning editorial, production, and marketing teams. My
editors—Jason Fremder, Elizabeth Lowry, and John Rich; my long-serving designer Stacy Shirley; my
production editor Megan Guiliani; and my marketing team—Courtney Doyle-Chambers and Chris
Walz—all helped to produce another Contemporary Marketing winner.
Part 1 1 Marketing: The
Art and Science
of Satisfying
Customers
Designing Customer-Oriented 2 Strategic Planning

Marketing Strategies
in Contemporary
Marketing
3 The Marketing
Environment,
Ethics, and Social
Responsibility
4 Social Media:
Living in the
Connected World
5 E-Business:
Managing
the Customer
Experience
© Tylor Olson/Shutterstock.com
Chapter
1
es
vineyard vin
RNewsFoto/
AP Images/P
Marketing: The Art and Science
of Satisfying Customers
Vineyard
Vines
Inspiration came to Markets the
brothers Shep and Ian Good Life
1 Define marketing and how it creates utility. Murray, then in their
2 Contrast marketing activities during the five eras 20s, when they started
in the history of marketing.
3 Explain the importance of avoiding marketing
meeting for lunch and complaining about how
myopia. they disliked their desk jobs and the business
4 Describe the characteristics of not-for-profit suits and ties that went with them. They decided to
marketing.
5 Explain each of the five types of nontraditional
go into business for themselves and settled on a
marketing. product they knew nothing about: neckties. If they
6 Explain the shift from transaction-based sold enough ties, they reasoned, they could stop
marketing to relationship and social
marketing. wearing them.
7 Identify the eight universal functions of Today, more than 15 years later, Connecticut-based Vineyard Vines
marketing. has grown into a multimillion-dollar business. It sells a full line of high-
8 Demonstrate the relationship between ethical quality clothing for men, women, and children in 30 company stores
business practices, social responsibility, nationwide, in major retail chains, via catalog and website, and through
sustainability, and marketplace success.
licensing partnerships with Major League Baseball, the National golfing, or fishing are quickly drawn
Hockey League, and the NFL. to the light-hearted images and the
Those familiar with the firm’s success credit the Murrays’ lifestyle they conjure up.
understanding of their customers’ needs and their determi- The Murrays recognize that, like themselves,
nation to make customers happy. The brothers say they’re most men dislike suits and ties and prefer dressing for work to be
interested in dressing people not merely to go to work as simple as possible. The brothers believe their customers share
but rather to “take some fun to work.” Their company sells their desire not so much to impress but
clothes, but also a carefree lifestyle image many people want to live a comfortable, casual, and
to adopt. enjoyable life. The rapid growth
For instance, one of Shep and Ian’s first decisions, when of their firm, fueled largely by
they quit their jobs and began selling ties out of their cars, was word-of-mouth, suggests
to create whimsical designs that reflected the happy summers they are on to something.
they spent on Martha’s Vineyard while growing up. Thus was And among those who
born the sporty vacation theme that runs through all their bright have sported Vineyard
pastel designs, featuring lobster pots, sailboats, whales, crabs, Vines neckwear are U.S. presi-
and sports paraphernalia such as tennis racquets, golf balls, and dents, New York City mayors, and billionaire
hockey sticks. Customers who would rather be sailing, swimming, investor Warren Buffet.1
Evolution of a Vines continue to keep this branding approach fresh

while attracting new customers and keeping repeat
customers?
Shep and Ian Murray started their company, Vineyard Vines, • Currently more than half of the company’s sales are
as a way to leave their corporate careers behind. Taking devoted to men’s clothing. What strategies can the
a big risk, they quit their day jobs, maxed out their credit company use to open up new markets? New licensing
cards, and began selling island-inspired ties as a whimsi- partnerships? How can the company use social media to
cal way to the good life. More than 15 years later, their market its products, expand its brand, and capitalize on
decision to leave corporate life has paid off, with annual its laidback image?
sales topping $100 million in a recent year. Vineyard Vines’ • According to recent data, e-commerce accounts for
marketing strategy is simple yet effective: Market a lifestyle about 30 percent of the company’s annual sales. What
experience to people who want to live the good life the steps should the company take to increase online sales
company’s brand represents. in both the United States and abroad?
• The company’s motto is, “Every day should feel this

good.” How can the marketing team at Vineyard
4 Part 1 Designing Customer-Oriented Marketing Strategies
Chapter These words are music to a marketer’s ears.

They may echo the click of an online pur-
globalization of today’s marketplace, where
businesses manufacture, buy, and sell across
Overview chase, the ping of a cash register, the cheers

of fans at a stadium. Customer loyalty is the
national borders. You can bid at eBay on a
potential bargain or eat a Big Mac or drink
watchword of 21st-century marketing. Individ- Coca-Cola almost anywhere in the world.
“I’ll only drink Coke.” ual consumers and business purchasers have Your MP3 player was probably manufactured
so many goods and services from which to in China or South Korea; and BMWs are manu-
“I buy all my clothes at
choose—and so many different ways to pur- factured in South Carolina, Hyundai SUVs are
The Gap.”
chase them—that marketers must continually assembled in Alabama, and some Volkswa-
“I like to hang out with seek out new and better ways to attract and gens are imported from Mexico. Finished
my friends at Buffalo keep customers. When the world learned that products and components routinely cross
Wild Wings.” Facebook had assigned two dozen engineers international borders, but successful global
to improve the site’s search engine, users and marketing also requires knowledge to tailor
“I go to Orioles games
investors were abuzz. A more powerful search products to regional tastes. A chain restaurant
at Camden Yards.”
engine would mean significantly enhanced in the South might offer grits as an alternative
capability for Facebook users—and a direct to hash browns on its breakfast menu.
assault on Google, the market leader in search Rapidly changing business landscapes
engines and one of Facebook’s chief rivals.2 create new challenges for companies,
The technology revolution continues whether they are giant multinational firms or
to change the rules of marketing in the 21st small boutiques, profit-oriented or not-for-
century and will continue to do so in years profit. Organizations must react quickly to
beyond. The combined power of telecom- shifts in consumer tastes, competitive offer-
munications and computer technology cre- ings, and other market dynamics. Fortunately,
ates inexpensive global networks that transfer information technologies give organizations
voice messages, text, graphics, and data within fast new ways to interact and develop long-
seconds. These sophisticated technologies term relationships with their customers and
create new types of products and demand suppliers. Such links have become a core ele-
new approaches to marketing existing prod- ment of marketing today.
ucts. Newspapers are learning this lesson the Every company must serve customer
hard way, as circulation con- needs—create customer
tinues to decline around the satisfaction—to succeed.
country, victim in large part to We call customer satis-
the rising popularity of social faction an art because it
“A lot of companies have chosen to
media and online websites. requires imagination and
downsize, and maybe that was the
On the other hand, e-book creativity, and a science
right thing for them. We chose a dif-
readers such as the Amazon ferent path. Our belief was that if we
because it requires techni-
Kindle and Apple’s iPad are kept putting great products in front cal knowledge, skill, and
changing the way people of customers, they would continue to experience. Marketing
read books. 3
open their wallets.” strategies are the tools that
Communications tech- —Steve Jobs marketers use to identify
nology also contributes to the Late co-founder, Apple Inc. and analyze customers’
Chapter 1 Marketing: The Art and Science of Satisf ying Customers 5
needs, then show that their company’s goods ating satisfaction through customer relation-
and services can meet those needs. Tomor- ships. Initial sections describe the historical
row’s market leaders will be companies that development of marketing and its contribu-
can make the most of these strategies to cre- tions to society. Later sections introduce the
ate satisfied customers. universal functions of marketing and the rela-
This edition of Contemporary Marketing tionship between ethical business practices
focuses on the strategies that allow compa- and marketplace success. Throughout the
nies to succeed in today’s interactive mar- chapter—and the entire book—we discuss
ketplace. This chapter sets the stage for the customer loyalty and the lifetime value of a
entire text, examining the importance of cre- customer.
What is Marketing?
The production and marketing of goods and services, whether it’s a new crop of organically grown Define marketing 1
vegetables or digital cable service, are the essence of business in any society. Like most business disci- and how it creates
plines, marketing had its origins in economics. Later, marketing borrowed concepts from areas such utility.
as psychology and sociology to explain how people made purchase decisions. Mathematics, anthro-
pology, and other disciplines also contributed to the evolution of marketing. These will be discussed
in later chapters.
Economists contributed the concept of utility—the want-satisfying power of a good or service. utility Want-satisfying
Table 1.1 describes the four basic kinds of utility: form, time, place, and ownership. power of a good or service.
Form utility is created when the company converts raw materials and component inputs
into finished goods and services. Because of its appearance, gold can serve as a beautiful piece of
jewelry, but because it also conducts electricity well and does not corrode, it has many applica-
tions in the manufacture of electronic devices such as cell phones and global positioning satellite
units. By combining glass, plastic, metals, circuit boards, and other components, Canon makes
a digital camera and Sharp produces flat-screen TVs. With fabric and leather, Coach manufac-
tures its high-fashion line of handbags. With a ship and the ocean, a captain and staff, food and
entertainment, Royal Caribbean creates a cruise. Although the marketing function focuses on
Table 1.1 Four Types of Utility
Organizational
Type Description Examples Function Responsible
Form Conversion of raw materials and Dinner at Applebee’s; Samsung Galaxy Production*
components into finished goods phone; Levi jeans
and services
Time Availability of goods and services Dental appointment; digital photo- Marketing
when consumers want them graphs; 1-800-PetMeds guarantee; UPS
Next Day Air delivery
Place Availability of goods and services Technicians available at an auto repair Marketing
at convenient locations facility; onsite day care; banks in grocery
stores
Ownership Ability to transfer title to goods or Retail sales (in exchange for currency, Marketing
(possession) services from marketer to buyer credit, or debit card payment)
*Marketing provides inputs related to consumer preferences, but creating form utility is the responsibility of the production function.
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DANCE ON STILTS AT THE GIRLS’ UNYAGO, NIUCHI
Newala, too, suffers from the distance of its water-supply—at least

the Newala of to-day does; there was once another Newala in a lovely
valley at the foot of the plateau. I visited it and found scarcely a trace
of houses, only a Christian cemetery, with the graves of several
missionaries and their converts, remaining as a monument of its
former glories. But the surroundings are wonderfully beautiful. A
thick grove of splendid mango-trees closes in the weather-worn
crosses and headstones; behind them, combining the useful and the
agreeable, is a whole plantation of lemon-trees covered with ripe
fruit; not the small African kind, but a much larger and also juicier
imported variety, which drops into the hands of the passing traveller,
without calling for any exertion on his part. Old Newala is now under
the jurisdiction of the native pastor, Daudi, at Chingulungulu, who,
as I am on very friendly terms with him, allows me, as a matter of
course, the use of this lemon-grove during my stay at Newala.
FEET MUTILATED BY THE RAVAGES OF THE “JIGGER”
(Sarcopsylla penetrans)
The water-supply of New Newala is in the bottom of the valley,

some 1,600 feet lower down. The way is not only long and fatiguing,
but the water, when we get it, is thoroughly bad. We are suffering not
only from this, but from the fact that the arrangements at Newala are
nothing short of luxurious. We have a separate kitchen—a hut built
against the boma palisade on the right of the baraza, the interior of
which is not visible from our usual position. Our two cooks were not
long in finding this out, and they consequently do—or rather neglect
to do—what they please. In any case they do not seem to be very
particular about the boiling of our drinking-water—at least I can
attribute to no other cause certain attacks of a dysenteric nature,
from which both Knudsen and I have suffered for some time. If a
man like Omari has to be left unwatched for a moment, he is capable
of anything. Besides this complaint, we are inconvenienced by the
state of our nails, which have become as hard as glass, and crack on
the slightest provocation, and I have the additional infliction of
pimples all over me. As if all this were not enough, we have also, for
the last week been waging war against the jigger, who has found his
Eldorado in the hot sand of the Makonde plateau. Our men are seen
all day long—whenever their chronic colds and the dysentery likewise
raging among them permit—occupied in removing this scourge of
Africa from their feet and trying to prevent the disastrous
consequences of its presence. It is quite common to see natives of
this place with one or two toes missing; many have lost all their toes,
or even the whole front part of the foot, so that a well-formed leg
ends in a shapeless stump. These ravages are caused by the female of
Sarcopsylla penetrans, which bores its way under the skin and there
develops an egg-sac the size of a pea. In all books on the subject, it is
stated that one’s attention is called to the presence of this parasite by
an intolerable itching. This agrees very well with my experience, so
far as the softer parts of the sole, the spaces between and under the
toes, and the side of the foot are concerned, but if the creature
penetrates through the harder parts of the heel or ball of the foot, it
may escape even the most careful search till it has reached maturity.
Then there is no time to be lost, if the horrible ulceration, of which
we see cases by the dozen every day, is to be prevented. It is much
easier, by the way, to discover the insect on the white skin of a
European than on that of a native, on which the dark speck scarcely
shows. The four or five jiggers which, in spite of the fact that I
constantly wore high laced boots, chose my feet to settle in, were
taken out for me by the all-accomplished Knudsen, after which I
thought it advisable to wash out the cavities with corrosive
sublimate. The natives have a different sort of disinfectant—they fill
the hole with scraped roots. In a tiny Makua village on the slope of
the plateau south of Newala, we saw an old woman who had filled all
the spaces under her toe-nails with powdered roots by way of
prophylactic treatment. What will be the result, if any, who can say?
The rest of the many trifling ills which trouble our existence are
really more comic than serious. In the absence of anything else to
smoke, Knudsen and I at last opened a box of cigars procured from
the Indian store-keeper at Lindi, and tried them, with the most
distressing results. Whether they contain opium or some other
narcotic, neither of us can say, but after the tenth puff we were both
“off,” three-quarters stupefied and unspeakably wretched. Slowly we
recovered—and what happened next? Half-an-hour later we were
once more smoking these poisonous concoctions—so insatiable is the
craving for tobacco in the tropics.
Even my present attacks of fever scarcely deserve to be taken
seriously. I have had no less than three here at Newala, all of which
have run their course in an incredibly short time. In the early
afternoon, I am busy with my old natives, asking questions and
making notes. The strong midday coffee has stimulated my spirits to
an extraordinary degree, the brain is active and vigorous, and work
progresses rapidly, while a pleasant warmth pervades the whole
body. Suddenly this gives place to a violent chill, forcing me to put on
my overcoat, though it is only half-past three and the afternoon sun
is at its hottest. Now the brain no longer works with such acuteness
and logical precision; more especially does it fail me in trying to
establish the syntax of the difficult Makua language on which I have
ventured, as if I had not enough to do without it. Under the
circumstances it seems advisable to take my temperature, and I do
so, to save trouble, without leaving my seat, and while going on with
my work. On examination, I find it to be 101·48°. My tutors are
abruptly dismissed and my bed set up in the baraza; a few minutes
later I am in it and treating myself internally with hot water and
lemon-juice.
Three hours later, the thermometer marks nearly 104°, and I make
them carry me back into the tent, bed and all, as I am now perspiring
heavily, and exposure to the cold wind just beginning to blow might
mean a fatal chill. I lie still for a little while, and then find, to my
great relief, that the temperature is not rising, but rather falling. This
is about 7.30 p.m. At 8 p.m. I find, to my unbounded astonishment,
that it has fallen below 98·6°, and I feel perfectly well. I read for an
hour or two, and could very well enjoy a smoke, if I had the
wherewithal—Indian cigars being out of the question.
Having no medical training, I am at a loss to account for this state
of things. It is impossible that these transitory attacks of high fever
should be malarial; it seems more probable that they are due to a
kind of sunstroke. On consulting my note-book, I become more and
more inclined to think this is the case, for these attacks regularly
follow extreme fatigue and long exposure to strong sunshine. They at
least have the advantage of being only short interruptions to my
work, as on the following morning I am always quite fresh and fit.
My treasure of a cook is suffering from an enormous hydrocele which
makes it difficult for him to get up, and Moritz is obliged to keep in
the dark on account of his inflamed eyes. Knudsen’s cook, a raw boy
from somewhere in the bush, knows still less of cooking than Omari;
consequently Nils Knudsen himself has been promoted to the vacant
post. Finding that we had come to the end of our supplies, he began
by sending to Chingulungulu for the four sucking-pigs which we had
bought from Matola and temporarily left in his charge; and when
they came up, neatly packed in a large crate, he callously slaughtered
the biggest of them. The first joint we were thoughtless enough to
entrust for roasting to Knudsen’s mshenzi cook, and it was
consequently uneatable; but we made the rest of the animal into a
jelly which we ate with great relish after weeks of underfeeding,
consuming incredible helpings of it at both midday and evening
meals. The only drawback is a certain want of variety in the tinned
vegetables. Dr. Jäger, to whom the Geographical Commission
entrusted the provisioning of the expeditions—mine as well as his
own—because he had more time on his hands than the rest of us,
seems to have laid in a huge stock of Teltow turnips,[46] an article of
food which is all very well for occasional use, but which quickly palls
when set before one every day; and we seem to have no other tins
left. There is no help for it—we must put up with the turnips; but I
am certain that, once I am home again, I shall not touch them for ten
years to come.
Amid all these minor evils, which, after all, go to make up the
genuine flavour of Africa, there is at least one cheering touch:
Knudsen has, with the dexterity of a skilled mechanic, repaired my 9
× 12 cm. camera, at least so far that I can use it with a little care.
How, in the absence of finger-nails, he was able to accomplish such a
ticklish piece of work, having no tool but a clumsy screw-driver for
taking to pieces and putting together again the complicated
mechanism of the instantaneous shutter, is still a mystery to me; but
he did it successfully. The loss of his finger-nails shows him in a light
contrasting curiously enough with the intelligence evinced by the
above operation; though, after all, it is scarcely surprising after his
ten years’ residence in the bush. One day, at Lindi, he had occasion
to wash a dog, which must have been in need of very thorough
cleansing, for the bottle handed to our friend for the purpose had an
extremely strong smell. Having performed his task in the most
conscientious manner, he perceived with some surprise that the dog
did not appear much the better for it, and was further surprised by
finding his own nails ulcerating away in the course of the next few
days. “How was I to know that carbolic acid has to be diluted?” he
mutters indignantly, from time to time, with a troubled gaze at his
mutilated finger-tips.
Since we came to Newala we have been making excursions in all
directions through the surrounding country, in accordance with old
habit, and also because the akida Sefu did not get together the tribal
elders from whom I wanted information so speedily as he had
promised. There is, however, no harm done, as, even if seen only
from the outside, the country and people are interesting enough.
The Makonde plateau is like a large rectangular table rounded off
at the corners. Measured from the Indian Ocean to Newala, it is
about seventy-five miles long, and between the Rovuma and the
Lukuledi it averages fifty miles in breadth, so that its superficial area
is about two-thirds of that of the kingdom of Saxony. The surface,
however, is not level, but uniformly inclined from its south-western
edge to the ocean. From the upper edge, on which Newala lies, the
eye ranges for many miles east and north-east, without encountering
any obstacle, over the Makonde bush. It is a green sea, from which
here and there thick clouds of smoke rise, to show that it, too, is
inhabited by men who carry on their tillage like so many other
primitive peoples, by cutting down and burning the bush, and
manuring with the ashes. Even in the radiant light of a tropical day
such a fire is a grand sight.
Much less effective is the impression produced just now by the
great western plain as seen from the edge of the plateau. As often as
time permits, I stroll along this edge, sometimes in one direction,
sometimes in another, in the hope of finding the air clear enough to
let me enjoy the view; but I have always been disappointed.
Wherever one looks, clouds of smoke rise from the burning bush,
and the air is full of smoke and vapour. It is a pity, for under more
favourable circumstances the panorama of the whole country up to
the distant Majeje hills must be truly magnificent. It is of little use
taking photographs now, and an outline sketch gives a very poor idea
of the scenery. In one of these excursions I went out of my way to
make a personal attempt on the Makonde bush. The present edge of
the plateau is the result of a far-reaching process of destruction
through erosion and denudation. The Makonde strata are
everywhere cut into by ravines, which, though short, are hundreds of
yards in depth. In consequence of the loose stratification of these
beds, not only are the walls of these ravines nearly vertical, but their
upper end is closed by an equally steep escarpment, so that the
western edge of the Makonde plateau is hemmed in by a series of
deep, basin-like valleys. In order to get from one side of such a ravine
to the other, I cut my way through the bush with a dozen of my men.
It was a very open part, with more grass than scrub, but even so the
short stretch of less than two hundred yards was very hard work; at
the end of it the men’s calicoes were in rags and they themselves
bleeding from hundreds of scratches, while even our strong khaki
suits had not escaped scatheless.
NATIVE PATH THROUGH THE MAKONDE BUSH, NEAR

MAHUTA
I see increasing reason to believe that the view formed some time
back as to the origin of the Makonde bush is the correct one. I have
no doubt that it is not a natural product, but the result of human
occupation. Those parts of the high country where man—as a very
slight amount of practice enables the eye to perceive at once—has not
yet penetrated with axe and hoe, are still occupied by a splendid
timber forest quite able to sustain a comparison with our mixed
forests in Germany. But wherever man has once built his hut or tilled
his field, this horrible bush springs up. Every phase of this process
may be seen in the course of a couple of hours’ walk along the main
road. From the bush to right or left, one hears the sound of the axe—
not from one spot only, but from several directions at once. A few
steps further on, we can see what is taking place. The brush has been
cut down and piled up in heaps to the height of a yard or more,
between which the trunks of the large trees stand up like the last
pillars of a magnificent ruined building. These, too, present a
melancholy spectacle: the destructive Makonde have ringed them—
cut a broad strip of bark all round to ensure their dying off—and also
piled up pyramids of brush round them. Father and son, mother and
son-in-law, are chopping away perseveringly in the background—too
busy, almost, to look round at the white stranger, who usually excites
so much interest. If you pass by the same place a week later, the piles
of brushwood have disappeared and a thick layer of ashes has taken
the place of the green forest. The large trees stretch their
smouldering trunks and branches in dumb accusation to heaven—if
they have not already fallen and been more or less reduced to ashes,
perhaps only showing as a white stripe on the dark ground.
This work of destruction is carried out by the Makonde alike on the
virgin forest and on the bush which has sprung up on sites already
cultivated and deserted. In the second case they are saved the trouble
of burning the large trees, these being entirely absent in the
secondary bush.
After burning this piece of forest ground and loosening it with the
hoe, the native sows his corn and plants his vegetables. All over the
country, he goes in for bed-culture, which requires, and, in fact,
receives, the most careful attention. Weeds are nowhere tolerated in
the south of German East Africa. The crops may fail on the plains,
where droughts are frequent, but never on the plateau with its
abundant rains and heavy dews. Its fortunate inhabitants even have
the satisfaction of seeing the proud Wayao and Wamakua working
for them as labourers, driven by hunger to serve where they were
accustomed to rule.
But the light, sandy soil is soon exhausted, and would yield no
harvest the second year if cultivated twice running. This fact has
been familiar to the native for ages; consequently he provides in
time, and, while his crop is growing, prepares the next plot with axe
and firebrand. Next year he plants this with his various crops and
lets the first piece lie fallow. For a short time it remains waste and
desolate; then nature steps in to repair the destruction wrought by
man; a thousand new growths spring out of the exhausted soil, and
even the old stumps put forth fresh shoots. Next year the new growth
is up to one’s knees, and in a few years more it is that terrible,
impenetrable bush, which maintains its position till the black
occupier of the land has made the round of all the available sites and
come back to his starting point.
The Makonde are, body and soul, so to speak, one with this bush.
According to my Yao informants, indeed, their name means nothing
else but “bush people.” Their own tradition says that they have been
settled up here for a very long time, but to my surprise they laid great
stress on an original immigration. Their old homes were in the
south-east, near Mikindani and the mouth of the Rovuma, whence
their peaceful forefathers were driven by the continual raids of the
Sakalavas from Madagascar and the warlike Shirazis[47] of the coast,
to take refuge on the almost inaccessible plateau. I have studied
African ethnology for twenty years, but the fact that changes of
population in this apparently quiet and peaceable corner of the earth
could have been occasioned by outside enterprises taking place on
the high seas, was completely new to me. It is, no doubt, however,
correct.
The charming tribal legend of the Makonde—besides informing us
of other interesting matters—explains why they have to live in the
thickest of the bush and a long way from the edge of the plateau,
instead of making their permanent homes beside the purling brooks
and springs of the low country.
“The place where the tribe originated is Mahuta, on the southern
side of the plateau towards the Rovuma, where of old time there was
nothing but thick bush. Out of this bush came a man who never
washed himself or shaved his head, and who ate and drank but little.
He went out and made a human figure from the wood of a tree
growing in the open country, which he took home to his abode in the
bush and there set it upright. In the night this image came to life and
was a woman. The man and woman went down together to the
Rovuma to wash themselves. Here the woman gave birth to a still-
born child. They left that place and passed over the high land into the
valley of the Mbemkuru, where the woman had another child, which
was also born dead. Then they returned to the high bush country of
Mahuta, where the third child was born, which lived and grew up. In
course of time, the couple had many more children, and called
themselves Wamatanda. These were the ancestral stock of the
Makonde, also called Wamakonde,[48] i.e., aborigines. Their
forefather, the man from the bush, gave his children the command to
bury their dead upright, in memory of the mother of their race who
was cut out of wood and awoke to life when standing upright. He also
warned them against settling in the valleys and near large streams,
for sickness and death dwelt there. They were to make it a rule to
have their huts at least an hour’s walk from the nearest watering-
place; then their children would thrive and escape illness.”
The explanation of the name Makonde given by my informants is
somewhat different from that contained in the above legend, which I
extract from a little book (small, but packed with information), by
Pater Adams, entitled Lindi und sein Hinterland. Otherwise, my
results agree exactly with the statements of the legend. Washing?
Hapana—there is no such thing. Why should they do so? As it is, the
supply of water scarcely suffices for cooking and drinking; other
people do not wash, so why should the Makonde distinguish himself
by such needless eccentricity? As for shaving the head, the short,
woolly crop scarcely needs it,[49] so the second ancestral precept is
likewise easy enough to follow. Beyond this, however, there is
nothing ridiculous in the ancestor’s advice. I have obtained from
various local artists a fairly large number of figures carved in wood,
ranging from fifteen to twenty-three inches in height, and
representing women belonging to the great group of the Mavia,
Makonde, and Matambwe tribes. The carving is remarkably well
done and renders the female type with great accuracy, especially the
keloid ornamentation, to be described later on. As to the object and
meaning of their works the sculptors either could or (more probably)
would tell me nothing, and I was forced to content myself with the
scanty information vouchsafed by one man, who said that the figures
were merely intended to represent the nembo—the artificial
deformations of pelele, ear-discs, and keloids. The legend recorded
by Pater Adams places these figures in a new light. They must surely
be more than mere dolls; and we may even venture to assume that
they are—though the majority of present-day Makonde are probably
unaware of the fact—representations of the tribal ancestress.
The references in the legend to the descent from Mahuta to the
Rovuma, and to a journey across the highlands into the Mbekuru
valley, undoubtedly indicate the previous history of the tribe, the
travels of the ancestral pair typifying the migrations of their
descendants. The descent to the neighbouring Rovuma valley, with
its extraordinary fertility and great abundance of game, is intelligible
at a glance—but the crossing of the Lukuledi depression, the ascent
to the Rondo Plateau and the descent to the Mbemkuru, also lie
within the bounds of probability, for all these districts have exactly
the same character as the extreme south. Now, however, comes a
point of especial interest for our bacteriological age. The primitive
Makonde did not enjoy their lives in the marshy river-valleys.
Disease raged among them, and many died. It was only after they
had returned to their original home near Mahuta, that the health
conditions of these people improved. We are very apt to think of the
African as a stupid person whose ignorance of nature is only equalled
by his fear of it, and who looks on all mishaps as caused by evil
spirits and malignant natural powers. It is much more correct to
assume in this case that the people very early learnt to distinguish
districts infested with malaria from those where it is absent.
This knowledge is crystallized in the
ancestral warning against settling in the
valleys and near the great waters, the
dwelling-places of disease and death. At the
same time, for security against the hostile
Mavia south of the Rovuma, it was enacted
that every settlement must be not less than a
certain distance from the southern edge of the
plateau. Such in fact is their mode of life at the
present day. It is not such a bad one, and
certainly they are both safer and more
comfortable than the Makua, the recent
intruders from the south, who have made USUAL METHOD OF
good their footing on the western edge of the CLOSING HUT-DOOR
plateau, extending over a fairly wide belt of
country. Neither Makua nor Makonde show in their dwellings
anything of the size and comeliness of the Yao houses in the plain,
especially at Masasi, Chingulungulu and Zuza’s. Jumbe Chauro, a
Makonde hamlet not far from Newala, on the road to Mahuta, is the
most important settlement of the tribe I have yet seen, and has fairly
spacious huts. But how slovenly is their construction compared with
the palatial residences of the elephant-hunters living in the plain.
The roofs are still more untidy than in the general run of huts during
the dry season, the walls show here and there the scanty beginnings
or the lamentable remains of the mud plastering, and the interior is a
veritable dog-kennel; dirt, dust and disorder everywhere. A few huts
only show any attempt at division into rooms, and this consists
merely of very roughly-made bamboo partitions. In one point alone
have I noticed any indication of progress—in the method of fastening
the door. Houses all over the south are secured in a simple but
ingenious manner. The door consists of a set of stout pieces of wood
or bamboo, tied with bark-string to two cross-pieces, and moving in
two grooves round one of the door-posts, so as to open inwards. If
the owner wishes to leave home, he takes two logs as thick as a man’s
upper arm and about a yard long. One of these is placed obliquely
against the middle of the door from the inside, so as to form an angle
of from 60° to 75° with the ground. He then places the second piece
horizontally across the first, pressing it downward with all his might.
It is kept in place by two strong posts planted in the ground a few
inches inside the door. This fastening is absolutely safe, but of course
cannot be applied to both doors at once, otherwise how could the
owner leave or enter his house? I have not yet succeeded in finding
out how the back door is fastened.
MAKONDE LOCK AND KEY AT JUMBE CHAURO

This is the general way of closing a house. The Makonde at Jumbe
Chauro, however, have a much more complicated, solid and original
one. Here, too, the door is as already described, except that there is
only one post on the inside, standing by itself about six inches from
one side of the doorway. Opposite this post is a hole in the wall just
large enough to admit a man’s arm. The door is closed inside by a
large wooden bolt passing through a hole in this post and pressing
with its free end against the door. The other end has three holes into
which fit three pegs running in vertical grooves inside the post. The
door is opened with a wooden key about a foot long, somewhat
curved and sloped off at the butt; the other end has three pegs
corresponding to the holes, in the bolt, so that, when it is thrust
through the hole in the wall and inserted into the rectangular
opening in the post, the pegs can be lifted and the bolt drawn out.[50]
MODE OF INSERTING THE KEY
With no small pride first one householder and then a second

showed me on the spot the action of this greatest invention of the
Makonde Highlands. To both with an admiring exclamation of
“Vizuri sana!” (“Very fine!”). I expressed the wish to take back these
marvels with me to Ulaya, to show the Wazungu what clever fellows
the Makonde are. Scarcely five minutes after my return to camp at
Newala, the two men came up sweating under the weight of two
heavy logs which they laid down at my feet, handing over at the same
time the keys of the fallen fortress. Arguing, logically enough, that if
the key was wanted, the lock would be wanted with it, they had taken
their axes and chopped down the posts—as it never occurred to them
to dig them out of the ground and so bring them intact. Thus I have
two badly damaged specimens, and the owners, instead of praise,
come in for a blowing-up.
The Makua huts in the environs of Newala are especially
miserable; their more than slovenly construction reminds one of the
temporary erections of the Makua at Hatia’s, though the people here
have not been concerned in a war. It must therefore be due to
congenital idleness, or else to the absence of a powerful chief. Even
the baraza at Mlipa’s, a short hour’s walk south-east of Newala,
shares in this general neglect. While public buildings in this country
are usually looked after more or less carefully, this is in evident
danger of being blown over by the first strong easterly gale. The only
attractive object in this whole district is the grave of the late chief
Mlipa. I visited it in the morning, while the sun was still trying with
partial success to break through the rolling mists, and the circular
grove of tall euphorbias, which, with a broken pot, is all that marks
the old king’s resting-place, impressed one with a touch of pathos.
Even my very materially-minded carriers seemed to feel something
of the sort, for instead of their usual ribald songs, they chanted
solemnly, as we marched on through the dense green of the Makonde
bush:—
“We shall arrive with the great master; we stand in a row and have
no fear about getting our food and our money from the Serkali (the
Government). We are not afraid; we are going along with the great
master, the lion; we are going down to the coast and back.”
With regard to the characteristic features of the various tribes here
on the western edge of the plateau, I can arrive at no other
conclusion than the one already come to in the plain, viz., that it is
impossible for anyone but a trained anthropologist to assign any
given individual at once to his proper tribe. In fact, I think that even
an anthropological specialist, after the most careful examination,
might find it a difficult task to decide. The whole congeries of peoples
collected in the region bounded on the west by the great Central
African rift, Tanganyika and Nyasa, and on the east by the Indian
Ocean, are closely related to each other—some of their languages are
only distinguished from one another as dialects of the same speech,
and no doubt all the tribes present the same shape of skull and
structure of skeleton. Thus, surely, there can be no very striking
differences in outward appearance.
Even did such exist, I should have no time
to concern myself with them, for day after day,
I have to see or hear, as the case may be—in
any case to grasp and record—an
extraordinary number of ethnographic
phenomena. I am almost disposed to think it
fortunate that some departments of inquiry, at
least, are barred by external circumstances.
Chief among these is the subject of iron-
working. We are apt to think of Africa as a
country where iron ore is everywhere, so to
speak, to be picked up by the roadside, and
where it would be quite surprising if the
inhabitants had not learnt to smelt the
material ready to their hand. In fact, the
knowledge of this art ranges all over the
continent, from the Kabyles in the north to the
Kafirs in the south. Here between the Rovuma
and the Lukuledi the conditions are not so
favourable. According to the statements of the
Makonde, neither ironstone nor any other
form of iron ore is known to them. They have
not therefore advanced to the art of smelting
the metal, but have hitherto bought all their
THE ANCESTRESS OF
THE MAKONDE
iron implements from neighbouring tribes.
Even in the plain the inhabitants are not much
better off. Only one man now living is said to
understand the art of smelting iron. This old fundi lives close to
Huwe, that isolated, steep-sided block of granite which rises out of
the green solitude between Masasi and Chingulungulu, and whose
jagged and splintered top meets the traveller’s eye everywhere. While
still at Masasi I wished to see this man at work, but was told that,
frightened by the rising, he had retired across the Rovuma, though
he would soon return. All subsequent inquiries as to whether the
fundi had come back met with the genuine African answer, “Bado”
(“Not yet”).
BRAZIER
Some consolation was afforded me by a brassfounder, whom I

came across in the bush near Akundonde’s. This man is the favourite
of women, and therefore no doubt of the gods; he welds the glittering
brass rods purchased at the coast into those massive, heavy rings
which, on the wrists and ankles of the local fair ones, continually give
me fresh food for admiration. Like every decent master-craftsman he
had all his tools with him, consisting of a pair of bellows, three
crucibles and a hammer—nothing more, apparently. He was quite
willing to show his skill, and in a twinkling had fixed his bellows on
the ground. They are simply two goat-skins, taken off whole, the four
legs being closed by knots, while the upper opening, intended to
admit the air, is kept stretched by two pieces of wood. At the lower
end of the skin a smaller opening is left into which a wooden tube is
stuck. The fundi has quickly borrowed a heap of wood-embers from
the nearest hut; he then fixes the free ends of the two tubes into an
earthen pipe, and clamps them to the ground by means of a bent
piece of wood. Now he fills one of his small clay crucibles, the dross
on which shows that they have been long in use, with the yellow
material, places it in the midst of the embers, which, at present are
only faintly glimmering, and begins his work. In quick alternation
the smith’s two hands move up and down with the open ends of the
bellows; as he raises his hand he holds the slit wide open, so as to let
the air enter the skin bag unhindered. In pressing it down he closes
the bag, and the air puffs through the bamboo tube and clay pipe into
the fire, which quickly burns up. The smith, however, does not keep
on with this work, but beckons to another man, who relieves him at
the bellows, while he takes some more tools out of a large skin pouch
carried on his back. I look on in wonder as, with a smooth round
stick about the thickness of a finger, he bores a few vertical holes into
the clean sand of the soil. This should not be difficult, yet the man
seems to be taking great pains over it. Then he fastens down to the
ground, with a couple of wooden clamps, a neat little trough made by
splitting a joint of bamboo in half, so that the ends are closed by the
two knots. At last the yellow metal has attained the right consistency,
and the fundi lifts the crucible from the fire by means of two sticks
split at the end to serve as tongs. A short swift turn to the left—a
tilting of the crucible—and the molten brass, hissing and giving forth
clouds of smoke, flows first into the bamboo mould and then into the
holes in the ground.
The technique of this backwoods craftsman may not be very far
advanced, but it cannot be denied that he knows how to obtain an
adequate result by the simplest means. The ladies of highest rank in
this country—that is to say, those who can afford it, wear two kinds
of these massive brass rings, one cylindrical, the other semicircular
in section. The latter are cast in the most ingenious way in the
bamboo mould, the former in the circular hole in the sand. It is quite
a simple matter for the fundi to fit these bars to the limbs of his fair
customers; with a few light strokes of his hammer he bends the
pliable brass round arm or ankle without further inconvenience to
the wearer.
SHAPING THE POT
SMOOTHING WITH MAIZE-COB
CUTTING THE EDGE

FINISHING THE BOTTOM
LAST SMOOTHING BEFORE

BURNING
FIRING THE BRUSH-PILE

LIGHTING THE FARTHER SIDE OF
THE PILE
TURNING THE RED-HOT VESSEL
NYASA WOMAN MAKING POTS AT MASASI

Pottery is an art which must always and everywhere excite the
interest of the student, just because it is so intimately connected with
the development of human culture, and because its relics are one of
the principal factors in the reconstruction of our own condition in
prehistoric times. I shall always remember with pleasure the two or
three afternoons at Masasi when Salim Matola’s mother, a slightly-
built, graceful, pleasant-looking woman, explained to me with
touching patience, by means of concrete illustrations, the ceramic art
of her people. The only implements for this primitive process were a
lump of clay in her left hand, and in the right a calabash containing
the following valuables: the fragment of a maize-cob stripped of all
its grains, a smooth, oval pebble, about the size of a pigeon’s egg, a
few chips of gourd-shell, a bamboo splinter about the length of one’s
hand, a small shell, and a bunch of some herb resembling spinach.
Nothing more. The woman scraped with the
shell a round, shallow hole in the soft, fine
sand of the soil, and, when an active young
girl had filled the calabash with water for her,
she began to knead the clay. As if by magic it
gradually assumed the shape of a rough but
already well-shaped vessel, which only wanted
a little touching up with the instruments
before mentioned. I looked out with the
MAKUA WOMAN closest attention for any indication of the use
MAKING A POT. of the potter’s wheel, in however rudimentary
SHOWS THE a form, but no—hapana (there is none). The
BEGINNINGS OF THE embryo pot stood firmly in its little
POTTER’S WHEEL
depression, and the woman walked round it in
a stooping posture, whether she was removing
small stones or similar foreign bodies with the maize-cob, smoothing
the inner or outer surface with the splinter of bamboo, or later, after
letting it dry for a day, pricking in the ornamentation with a pointed
bit of gourd-shell, or working out the bottom, or cutting the edge
with a sharp bamboo knife, or giving the last touches to the finished
vessel. This occupation of the women is infinitely toilsome, but it is
without doubt an accurate reproduction of the process in use among
our ancestors of the Neolithic and Bronze ages.
There is no doubt that the invention of pottery, an item in human
progress whose importance cannot be over-estimated, is due to
women. Rough, coarse and unfeeling, the men of the horde range
over the countryside. When the united cunning of the hunters has
succeeded in killing the game; not one of them thinks of carrying
home the spoil. A bright fire, kindled by a vigorous wielding of the
drill, is crackling beside them; the animal has been cleaned and cut
up secundum artem, and, after a slight singeing, will soon disappear
under their sharp teeth; no one all this time giving a single thought
to wife or child.
To what shifts, on the other hand, the primitive wife, and still more
the primitive mother, was put! Not even prehistoric stomachs could
endure an unvarying diet of raw food. Something or other suggested
the beneficial effect of hot water on the majority of approved but
indigestible dishes. Perhaps a neighbour had tried holding the hard
roots or tubers over the fire in a calabash filled with water—or maybe
an ostrich-egg-shell, or a hastily improvised vessel of bark. They
became much softer and more palatable than they had previously
been; but, unfortunately, the vessel could not stand the fire and got
charred on the outside. That can be remedied, thought our
ancestress, and plastered a layer of wet clay round a similar vessel.
This is an improvement; the cooking utensil remains uninjured, but
the heat of the fire has shrunk it, so that it is loose in its shell. The
next step is to detach it, so, with a firm grip and a jerk, shell and
kernel are separated, and pottery is invented. Perhaps, however, the
discovery which led to an intelligent use of the burnt-clay shell, was
made in a slightly different way. Ostrich-eggs and calabashes are not
to be found in every part of the world, but everywhere mankind has
arrived at the art of making baskets out of pliant materials, such as
bark, bast, strips of palm-leaf, supple twigs, etc. Our inventor has no
water-tight vessel provided by nature. “Never mind, let us line the
basket with clay.” This answers the purpose, but alas! the basket gets
burnt over the blazing fire, the woman watches the process of
cooking with increasing uneasiness, fearing a leak, but no leak
appears. The food, done to a turn, is eaten with peculiar relish; and
the cooking-vessel is examined, half in curiosity, half in satisfaction
at the result. The plastic clay is now hard as stone, and at the same
time looks exceedingly well, for the neat plaiting of the burnt basket
is traced all over it in a pretty pattern. Thus, simultaneously with
pottery, its ornamentation was invented.
Primitive woman has another claim to respect. It was the man,
roving abroad, who invented the art of producing fire at will, but the
woman, unable to imitate him in this, has been a Vestal from the
earliest times. Nothing gives so much trouble as the keeping alight of
the smouldering brand, and, above all, when all the men are absent
from the camp. Heavy rain-clouds gather, already the first large
drops are falling, the first gusts of the storm rage over the plain. The
little flame, a greater anxiety to the woman than her own children,
flickers unsteadily in the blast. What is to be done? A sudden thought
occurs to her, and in an instant she has constructed a primitive hut
out of strips of bark, to protect the flame against rain and wind.
This, or something very like it, was the way in which the principle
of the house was discovered; and even the most hardened misogynist
cannot fairly refuse a woman the credit of it. The protection of the
hearth-fire from the weather is the germ from which the human
dwelling was evolved. Men had little, if any share, in this forward
step, and that only at a late stage. Even at the present day, the
plastering of the housewall with clay and the manufacture of pottery
are exclusively the women’s business. These are two very significant
survivals. Our European kitchen-garden, too, is originally a woman’s
invention, and the hoe, the primitive instrument of agriculture, is,
characteristically enough, still used in this department. But the
noblest achievement which we owe to the other sex is unquestionably
the art of cookery. Roasting alone—the oldest process—is one for
which men took the hint (a very obvious one) from nature. It must
have been suggested by the scorched carcase of some animal
overtaken by the destructive forest-fires. But boiling—the process of
improving organic substances by the help of water heated to boiling-
point—is a much later discovery. It is so recent that it has not even
yet penetrated to all parts of the world. The Polynesians understand
how to steam food, that is, to cook it, neatly wrapped in leaves, in a
hole in the earth between hot stones, the air being excluded, and
(sometimes) a few drops of water sprinkled on the stones; but they
do not understand boiling.
To come back from this digression, we find that the slender Nyasa
woman has, after once more carefully examining the finished pot,
put it aside in the shade to dry. On the following day she sends me
word by her son, Salim Matola, who is always on hand, that she is
going to do the burning, and, on coming out of my house, I find her
already hard at work. She has spread on the ground a layer of very
dry sticks, about as thick as one’s thumb, has laid the pot (now of a
yellowish-grey colour) on them, and is piling brushwood round it.
My faithful Pesa mbili, the mnyampara, who has been standing by,
most obligingly, with a lighted stick, now hands it to her. Both of
them, blowing steadily, light the pile on the lee side, and, when the
flame begins to catch, on the weather side also. Soon the whole is in a
blaze, but the dry fuel is quickly consumed and the fire dies down, so
that we see the red-hot vessel rising from the ashes. The woman
turns it continually with a long stick, sometimes one way and
sometimes another, so that it may be evenly heated all over. In
twenty minutes she rolls it out of the ash-heap, takes up the bundle
of spinach, which has been lying for two days in a jar of water, and
sprinkles the red-hot clay with it. The places where the drops fall are
marked by black spots on the uniform reddish-brown surface. With a
sigh of relief, and with visible satisfaction, the woman rises to an
erect position; she is standing just in a line between me and the fire,
from which a cloud of smoke is just rising: I press the ball of my
camera, the shutter clicks—the apotheosis is achieved! Like a
priestess, representative of her inventive sex, the graceful woman
stands: at her feet the hearth-fire she has given us beside her the
invention she has devised for us, in the background the home she has
built for us.
At Newala, also, I have had the manufacture of pottery carried on
in my presence. Technically the process is better than that already
described, for here we find the beginnings of the potter’s wheel,
which does not seem to exist in the plains; at least I have seen
nothing of the sort. The artist, a frightfully stupid Makua woman, did
not make a depression in the ground to receive the pot she was about
to shape, but used instead a large potsherd. Otherwise, she went to
work in much the same way as Salim’s mother, except that she saved
herself the trouble of walking round and round her work by squatting
at her ease and letting the pot and potsherd rotate round her; this is
surely the first step towards a machine. But it does not follow that
the pot was improved by the process. It is true that it was beautifully
rounded and presented a very creditable appearance when finished,
but the numerous large and small vessels which I have seen, and, in
part, collected, in the “less advanced” districts, are no less so. We
moderns imagine that instruments of precision are necessary to
produce excellent results. Go to the prehistoric collections of our
museums and look at the pots, urns and bowls of our ancestors in the
dim ages of the past, and you will at once perceive your error.
MAKING LONGITUDINAL CUT IN
BARK
DRAWING THE BARK OFF THE LOG
REMOVING THE OUTER BARK

BEATING THE BARK
WORKING THE BARK-CLOTH AFTER BEATING, TO MAKE IT

SOFT
MANUFACTURE OF BARK-CLOTH AT NEWALA

To-day, nearly the whole population of German East Africa is
clothed in imported calico. This was not always the case; even now in
some parts of the north dressed skins are still the prevailing wear,
and in the north-western districts—east and north of Lake
Tanganyika—lies a zone where bark-cloth has not yet been
superseded. Probably not many generations have passed since such
bark fabrics and kilts of skins were the only clothing even in the
south. Even to-day, large quantities of this bright-red or drab
material are still to be found; but if we wish to see it, we must look in
the granaries and on the drying stages inside the native huts, where
it serves less ambitious uses as wrappings for those seeds and fruits
which require to be packed with special care. The salt produced at
Masasi, too, is packed for transport to a distance in large sheets of
bark-cloth. Wherever I found it in any degree possible, I studied the
process of making this cloth. The native requisitioned for the
purpose arrived, carrying a log between two and three yards long and
as thick as his thigh, and nothing else except a curiously-shaped
mallet and the usual long, sharp and pointed knife which all men and
boys wear in a belt at their backs without a sheath—horribile dictu!
[51]
Silently he squats down before me, and with two rapid cuts has
drawn a couple of circles round the log some two yards apart, and
slits the bark lengthwise between them with the point of his knife.
With evident care, he then scrapes off the outer rind all round the
log, so that in a quarter of an hour the inner red layer of the bark
shows up brightly-coloured between the two untouched ends. With
some trouble and much caution, he now loosens the bark at one end,
and opens the cylinder. He then stands up, takes hold of the free
edge with both hands, and turning it inside out, slowly but steadily
pulls it off in one piece. Now comes the troublesome work of
scraping all superfluous particles of outer bark from the outside of
the long, narrow piece of material, while the inner side is carefully
scrutinised for defective spots. At last it is ready for beating. Having
signalled to a friend, who immediately places a bowl of water beside
him, the artificer damps his sheet of bark all over, seizes his mallet,
lays one end of the stuff on the smoothest spot of the log, and
hammers away slowly but continuously. “Very simple!” I think to
myself. “Why, I could do that, too!”—but I am forced to change my
opinions a little later on; for the beating is quite an art, if the fabric is
not to be beaten to pieces. To prevent the breaking of the fibres, the
stuff is several times folded across, so as to interpose several
thicknesses between the mallet and the block. At last the required
state is reached, and the fundi seizes the sheet, still folded, by both
ends, and wrings it out, or calls an assistant to take one end while he
holds the other. The cloth produced in this way is not nearly so fine
and uniform in texture as the famous Uganda bark-cloth, but it is
quite soft, and, above all, cheap.
Now, too, I examine the mallet. My craftsman has been using the
simpler but better form of this implement, a conical block of some
hard wood, its base—the striking surface—being scored across and
across with more or less deeply-cut grooves, and the handle stuck
into a hole in the middle. The other and earlier form of mallet is
shaped in the same way, but the head is fastened by an ingenious
network of bark strips into the split bamboo serving as a handle. The
observation so often made, that ancient customs persist longest in
connection with religious ceremonies and in the life of children, here
finds confirmation. As we shall soon see, bark-cloth is still worn
during the unyago,[52] having been prepared with special solemn
ceremonies; and many a mother, if she has no other garment handy,
will still put her little one into a kilt of bark-cloth, which, after all,
looks better, besides being more in keeping with its African
surroundings, than the ridiculous bit of print from Ulaya.
MAKUA WOMEN

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(eTextbook PDF) for Contemporary

Marketing 17th Edition by Louis E.

1 Designing Customer-Oriented Marketing Strategies 1

2 Understanding Buyers and Markets 169

3 Target Market Selection 271

4 Product Decisions 373

5 Distribution Decisions 441

6 Promotional Decisions 513

7 Pricing Decisions 591

Appendix A Developing an Effective Marketing Plan A-1

From Transaction-Based Marketing to Relationship Marketing 19

Costs and Functions of Marketing 23

Case 1.1 Kraft Focuses on Brand Building 31

Chapter 2 Strategic Planning in Contemporary Marketing 34

Methods for Marketing Planning 51

Strategic Implications of Marketing in the 21st Century 53

Case 2.1 Hotels Target Millennials with New Amenities 57

Chapter 3 The Marketing Environment, Ethics, and Social

Marketing Success The Economic Environment 72

The Technological Environment 76

The Social–Cultural Environment 77

Ethical Issues in Marketing 81

Social Responsibility in Marketing 85

Strategic Implications of Marketing in the 21st Century 89

Case 3.1 General Mills and Its CSR Strategies 94

Chapter 4 Social Media: Living in the Connected World 98

Chapter Overview 100

Ethical and Legal Issues 121

Careers in Social Media Marketing 123

Strategic Implications of Marketing in the 21st Century 126

Case 4.1 Kellogg’s Approach to Social Media 130

Chapter 5 E-Business: Managing the Customer Experience 134

Chapter Overview 136

Marketing and Web Communication 151

Building an Effective Web Presence 155

Strategic Implications of Marketing in the 21st Century 159

Case 5.1 Walgreens Masters E-Commerce 164

Understanding Buyers and Markets

Chapter 6 Consumer Behavior 170

Chapter Overview 172

Personal Determinants of Consumer Behavior 182

Career readiness Strategic Implications of Marketing in the 21st Century 195

Case 6.1 Amazon Drives Consumer Behavior 199

Chapter 7 Business-to-Business (B2B) Marketing 202

Business Market Demand 214

The Make, Buy, or Lease Decision 216

The Business Buying Process 218

The Buying Center Concept 225

Developing Effective Business-to-Business Marketing Strategies 226

Strategic Implications of Marketing in the 21st Century 230

Chapter 8 Global Marketing 238

Chapter Overview 240

From Multinational Corporation to Global Marketer 258

The United States as a Target for International Marketers 262

Case 8.1 The NFL Takes Its Brand to London 267

Chapter 9 Market Segmentation, Targeting, and

Psychographic Segmentation 291

Product-Related Segmentation 292

The Market Segmentation Process 294

Strategies for Reaching Target Markets 295

Selecting and Executing a Strategy 298

Case 9.1 Cruise Lines Cater to Travelers’ Specific Interests 304

Chapter 10 Marketing Research in the Era of Big Data 308

students with a fully integrated course resource.