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 7e

M A T H E C O RE G
R KE TIN

Roger A. Kerin
Steven W. Hartley
ENGAGEMENT
The members of this author team have benefited from extraordinary experiences
as instructors, researchers, and consultants, as well as the feedback of users of
previous editions of Marketing: The Core—now more than one million students!
The authors believe that success in marketing education in the future will require
the highest levels of engagement. They ensure engagement by facilitating interac-
tion between students and four learning partners—the instructor, other students,
businesses, and the publisher. Some examples of high-engagement elements of
Marketing: The Core include:

In-Class Activities and Digital In-Class Activities. These activities are designed
to engage students in discussions with the instructor and among themselves. They
involve surveys, online resources, out-of-class assignments, and personal observa-
tions. Each activity illustrates a concept from the textbook and can be done indi-
vidually or as a team. Examples include: Designing a Candy Bar, Marketing Yourself,
Pepsi vs. Coke Taste Test, and What Makes a Memorable TV Commercial? In addi-
tion, digital in-class activities have been added to selected chapters. These
­activities focus on the use of web resources and the marketing data they can pro-
vide students.

Interactive Website and Blog (www.kerinmarketing.com). Students can access

recent articles about marketing and post comments for other students. The site
also provides access to a Marketing: The Core Twitter feed!

Building Your Marketing Plan. The Building Your Marketing Plan guides at the
end of each chapter are based on the format of the Marketing Plan presented in
Appendix A. On the basis of self-study or as part of a course assignment, students
can use the activities to organize interactions with businesses to build a marketing
plan. Students and employers often suggest that a well-written plan in a student’s
portfolio is an asset in today’s competitive job market.

vii
LEADERSHIP
The popularity of Marketing: The Core in the United States and around the globe is
the result, in part, of the leadership role of the authors in developing and presenting
new marketing content and pedagogies. For example, Marketing: The Core was
the first text to integrate ethics, technology, and interactive marketing. It was also
the first text to develop custom-made videos to help illustrate marketing principles
and practices and bring them to life for students as they read the text. The authors
have also been leaders in developing new learning tools such as a three-step learn-
ing process that includes learning objectives, learning reviews, and learning objec-
tives reviews; and new testing materials that are based on Bloom’s learning
taxonomy. Other elements that show how Marketing: The Core is a leader in the
discipline include:

Chapter 16: Using Social Media and Mobile Marketing to Connect with Con-
sumers. Marketing: The Core features a dedicated chapter for social media and
mobile marketing. This new environment is rapidly changing and constantly growing.
The authors cover the building blocks of social media and mobile marketing and
provide thorough, relevant content and examples. The authors discuss major so-
cial media platforms such as Twitter, Facebook, LinkedIn, and YouTube. They explain
how managers and companies can use those outlets for marketing purposes. Also
discussed in Chapter 16 are methods of measuring a company’s success with social
media and mobile marketing. This chapter is one of many ways Marketing: The
Core is on the cutting edge of the field.

Applying Marketing Metrics. The Applying Marketing Metrics feature in the text
delivers two of the newest elements of the business and marketing environment
today—performance metrics and dashboards to visualize them. Some of the met-
rics included in the text are: Category Development Index (CDI), Brand Develop-
ment Index (BDI), Price Premium, Sales per Square Foot, Same-Store Sales
Growth, Promotion-to-Sales Ratio, and Cost per Thousand (CPM) Impressions.
The feature is designed to allow readers to learn, practice, and apply marketing
metrics.

Color-Coded Graphs and Tables. The use of color in the graphs and tables
enhances their readability and adds a visual level of learning to the textbook for
readers. In addition, these color highlights increase student comprehension by linking
the text discussion to colored elements in the graphs and tables.

New Video Cases. Each chapter ends with a case that is supported by a video to
illustrate the issues in the chapter. New cases such as Coppertone, Mall of America,
and GoPro, and recent cases such as Amazon, Taco Bell, and Chobani Greek
Yogurt provide current and relevant examples that are familiar to students.

viii
INNOVATION
In today’s fast-paced and demanding educational environment, innovation is es-
sential to effective learning. To maintain Marketing: The Core’s leadership position
in the marketplace, the author team consistently creates innovative pedagogical
tools that match contemporary students’ learning styles and interests. The authors
keep their fingers on the pulse of technology to bring real innovation to their text
and package. Innovations such as in-text links, a Twitter feed, hyperlinked Power-
Point slides, and an online blog augment the McGraw-Hill Education online innova-
tions such as Connect, LearnSmart, and SmartBook.

In-text Links. You can see Internet links in magazine ads; on television program-
ming; as part of catalogs, in-store displays, and product packaging; and throughout
Marketing: The Core! These links bring the text to life with ads and videos about
products and companies that are discussed in the text. These videos also keep the
text even more current. While each link in the text has a caption, the links are up-
dated to reflect new campaigns and market changes. In addition, the links allow
readers to stream the video cases at the end of each chapter. You can simply click
on the links in the digital book or use your smartphone or computer to follow the
links.

Twitter Feed and Interactive Blog. Visit www.kerinmarketing.com to participate

in Marketing’s online blog discussion and to see Twitter feed updates. You can also
subscribe to the Twitter feed to receive the Marketing Question of the Day and re-
spond with the #QotD hashtag.

Connect, LearnSmart, and SmartBook Integration. These McGraw-Hill Educa-

tion products provide a comprehensive package of online resources to enable stu-
dents to learn faster, study more efficiently, and increase knowledge retention. The
products represent the gold standard in online, interactive, and adaptive learning
tools and have received accolades from industry experts for their Library and Study
Center elements, filtering and reporting functions, and immediate student feedback
capabilities. In addition, the authors have developed book-specific interactive as-
signments, including auto-graded applications based on the marketing plan
exercises.

Innovative Test Bank. Containing almost 5,000 multiple-choice and essay ques-
tions, the Marketing: The Core Test Bank reflects more than two decades of innova-
tions. The Test Bank includes two Test Item Tables (located in the Instructor
Resources) for each chapter that organize all the chapter’s test items by Bloom’s
three levels of learning against both (1) the main sections in the chapter and (2) the
chapter’s learning objectives. In addition, a number of “visual test questions” for
each chapter reward students who have spent the effort to understand key graphs
and tables in the chapter.

ix
 ®

Required=Results
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McGraw-Hill Connect®
Learn Without Limits
Connect is a teaching and learning platform
that is proven to deliver better results for
students and instructors.
Connect empowers students by continually
adapting to deliver precisely what they
need, when they need it, and how they need
it, so your class time is more engaging and
effective.

73% of instructors who use

Connect require it; instructor Using Connect improves retention
satisfaction increases by 28% rates by 19.8%, passing rates by
when Connect is required. 12.7%, and exam scores by 9.1%.

Analytics
Connect Insight®
Connect Insight is Connect’s new one-of-a-
kind visual analytics dashboard—now available
for both instructors and students—that
provides at-a-glance information regarding
student performance, which is immediately actionable.
By presenting assignment, assessment, and topical
performance results together with a time metric that
is easily visible for aggregate or individual results, Connect
Insight gives the user the ability to take a just-in-time approach Students can view
to teaching and learning, which was never before available. their results for any
Connect Insight presents data that empowers students and
helps instructors improve class performance in a way that is
Connect course.
efficient and effective.

Mobile
Connect’s new, intuitive mobile interface gives students
and instructors flexible and convenient, anytime–anywhere
access to all components of the Connect platform.
Adaptive
THE ADAPTIVE
READING EXPERIENCE
DESIGNED TO TRANSFORM
THE WAY STUDENTS READ

More students earn A’s and

B’s when they use McGraw-Hill
Education Adaptive products.

SmartBook®
Proven to help students improve grades and
study more efficiently, SmartBook contains the
same content within the print book, but actively
tailors that content to the needs of the individual.
SmartBook’s adaptive technology provides precise,
personalized instruction on what the student
should do next, guiding the student to master
and remember key concepts, targeting gaps in
knowledge and offering customized feedback,
and driving the student toward comprehension
and retention of the subject matter. Available on
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fingertips—anywhere, anytime.

Over 8 billion questions have been

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INSTRUCTOR RESOURCES

Test Bank
We offer almost 5,000 test
questions categorized by
topic learning objectives,
and level of learning.
Video cases
Instructor’s Manual
A unique series of 18
The IM includes lecture
marketing video cases
notes, video case
includes new videos
teaching notes, and
featuring Coppertone, GoPro,
in-class activities.
and Mall of America.

In-Class Activities Blog

Chapter-specific in-class
activities for today’s students
who learn from active,
participative experiences.
PowerPoint Slides
Media-enhanced and
hyperlinked slides enable
engaging and interesting
classroom discussions.
Digital In-Class Activities
Digital in-class activities
focus on the use of web
resources and the marketing
data they can provide
students.
Marketing:
The Core, 7/e
Instructor
Resources
Connect, LearnSmart,
and SmartBook
The unique content Platform
delivering powerful technical
resources and adaptive
learning solutions.
www.kerinmarketing.com
A blog written specifically for
use in the classroom!
Throughout each term we
post new examples of
marketing campaigns, along
with a classroom discussion
and participation guide.
Practice Marketing
(Simulation)
Practice Marketing is a 3D,
online, multiplayer game that
enables students to gain
practical experiences in an
interactive environment.

Practice Marketing
Practice Marketing is a 3D, online, single- or multiplayer game that helps students
apply the four Ps by taking on the role of Marketing Manager for a backpack company.
By playing the game individually and/or in teams, students come to understand
how their decisions and elements of the marketing mix affect one another. Practice
Marketing is easy to use, fully mobile, and provides an interactive alternative to
marketing plan projects. Log in to mhpractice.com with your Connect credentials
to access a demo, or contact your local McGraw-Hill representative for more
details.

xii
NEW AND REVISED CONTENT
Chapter 1: New Discussion of Marketing at Chobani,
New Showstopper Analysis, and New Material on the
Internet of Everything. Chapter 1 begins with an up-
date of Chobani’s savvy use of marketing to create a
new food category. Examples include Chobani’s use of
a YouTube channel, its introduction of yogurt cafés,
and its development of new products such as Chobani
Meze™ Dips, Drink Chobani, and new Chobani Flip fla-
vors. New product examples such as Apple Newton,
StuffDOT, and Pepsi True have been added to the dis-
cussion of potential “showstoppers” for new-product
launches. Discussion of “the Internet of Everything”
and how data analytics is used to form relationships
with customers has also been added.
Chapter 2: Updated Chapter Opening Example, New
Coverage of Social Entrepreneurship and Marketing
Analytics, and the Addition of Apple Watch to the BCG
Analysis. The Chapter 2 opening example discusses
how marketing strategies contribute to the social
aspects of Ben & Jerry’s mission. Social entrepreneur-
ship and Forbes magazine’s 30 Under 30 Social Entre-
preneurs are now discussed in the Making Responsible
Decisions box. In addition a new section discusses
tracking strategic performance with marketing analytics.
The application of the Boston Consulting Group busi-
ness portfolio model to Apple’s product line has been
updated to include changes such as the introduction of
the Apple Watch.
Chapter 3: New Discussion of Changes at Facebook,
Update of New Trends in Marketing, and a New Section
on Technology and Data Analytics. Recent changes at
Facebook are discussed, including its purchase of
Oculus, the use of drones to transmit Internet signals,
and the creation of Creative Labs, which is charged
with trying to predict the future. In addition, discussion
of new trends such as millennials’ growing interest in
being a “force for good” has been added. A new section
about data analytics reports that 50 percent of all man-
agers thought that improving information and analytics
was a top priority.
Chapter 4: New Video Case on Coppertone, New
Evaluative Criteria Data, and New Emphasis on Stu-
dent Trial of VALS. The Alternative Evaluation discus-
sion has been updated to show new data for Apple,
HTC, Motorola Droid, and Samsung Galaxy phones.
The Consumer Lifestyle section now includes addi-
tional discussion to increase student use of the VALS
survey and self-assessment of their personal VALS pro-
file. In addition, a new end-of-chapter video case about
consumer behavior related to Coppertone products
has been added.
Chapter 5: New Chapter Organization and New Buying
Function Section. The first section of the chapter has
been reorganized to reflect the important distinction be-
tween organizational buyers and organizational markets.
In addition, a new section that details the expanded role
of the buying function in organizations has been added.
Chapter 6: New Chapter Opening Example and New
Examples Related to World Trade, Countertrade,
Exchange Rates, and Market Entry Strategies. A new
chapter opening example discusses Amazon’s efforts to
expand into India and the challenges it faces. The rela-
tive influence of the United States, China, and Germany
in world trade has been updated. In addition, the coun-
tertrade discussion now includes an example of PepsiCo
agreeing to purchase tomatoes in India for its Pizza Hut
division. Other new examples include Procter & Gamble’s
losses due to exchange rate fluctuations and the signifi-
cant cost of Target’s entry and exit from Canada.
Chapter 7: Updated Chapter Opening Example, New
Primary and Secondary Data Coverage, and New Section
on Big Data and Data Analytics. The chapter opening
example has been updated with new research methods
such as “social listening,” which uses Twitter, YouTube,
Tumblr, and other social media to monitor movie cam-
paigns. An update of secondary data sources is in-
cluded in the Marketing Matters box and a new
discussion of the difficulties of obtaining an accurate
xiii
assessment of television viewing behavior has been
added. In addition, new examples of Procter & Gamble
and IKEA using observational research techniques, an
online version of the Wendy’s survey, and a new sec-
tion Big Data and Data Analytics have been added.
New topics such as data visualization, the intelligent
enterprise, and cloud computing are introduced.
Chapter 8: Update of Zappos Segmentation Approach
and New Segmentation Examples. The discussion of
Zappos.com’s successful segmentation strategy has
been updated. In addition, examples of segmentation for
book series, movies, and theme parks have been added.
Walmart’s new strategy to compete for the discount chain
(e.g., Dollar General) segment with Walmart Neighbor-
hood Market stores is also discussed and the Wendy’s
product-market grid and discussion have been updated
to reflect new products and digital marketing activities.
Chapter 9: New Video Case on GoPro, Update of Ap-
ple’s New-Product Development Successes and Fail-
ures including the iCar, and Greater Emphasis on Open
Innovation. The chapter opening example has been up-
dated to include a history of Apple’s notable innovation
successes and failures, the introduction of the Apple
Watch, and a description of Apple’s development of the
Apple iCar scheduled for introduction in 2019 or 2020.
The concept of open innovation has been added and ap-
proaches to implementing open innovation are discussed
in the description of the new-product development pro-
cess. A new Marketing Matters box discusses the intro-
duction of Google Glass in 2012 and its withdrawal from
the market in 2015. Other new examples include P&G’s
Swiffer WetJet, the Chevy Bolt, and Burger King’s French
fries. A new end-of-chapter case describes the new prod-
uct development process at GoPro, Inc.
Chapter 10: New Material on Brand Repositioning at
Gatorade and New Trademark Coverage. The Chapter
10 discussion of Gatorade now includes its efforts to
reposition the brand and to develop different lines of
Gatorade products for different types of athletes. New
examples about Apple’s iPhone, Gillette’s Body line of
shaving products for “manscaping,” and American
­Express Green, Gold, Platinum, Optima Blue, and
xiv
Centurion cards have been added. In addition, the text
discusses how Kylie and Kendall Jenner have filed to
have their first names trademarked.
Chapter 11: New Chapter Opening Example about the
Pricing of E-Books, New Marketing Matters Box about
Spirit Airlines, New Making Responsible Decisions
Box about “Surge Pricing,” New Discussion of Dynamic
Pricing. The new chapter opening example begins with
a discussion of the pricing practices related to printed
books and e-books, including the use of odd prices
such as $19.99. A new Marketing Matters box describes
how Spirit Airlines offers fares that are 40 percent lower
than other airlines and how customers assess the value
of Spirit’s offerings. The section on dynamic pricing
includes the concept of “surge” pricing, when a com-
pany raises the price of its product if there is a spike in
demand. In addition, a new Making Responsible Deci-
sions box asks students to evaluate the economic and
ethical perspectives of surge pricing.
Chapter 12: New Disintermediation and Reverse Logis-
tics Examples. A description of a disagreement between
Amazon and Hachette Book Group about how e-book
revenue should be divided between the two companies
has been added to the disintermediation section.
Hewlett-Packard’s success in recycling of ink cartridges
through its distribution system is expanded upon.
Chapter 13: New Chapter Opening Example about
Wearable Technology, Updated Making Responsible
Decisions Box, New Section on Data Analytics, and
New Mall of America Video Case. Chapter 13 opens
with a description of the potential impact of wearable
technology on consumers and retailers. Products such
as smartwatches, mobile apps, near field communica-
tion, and Apple Pay, and their use at retailers such as
Target, Kohl’s, and Marsh Supermarkets are discussed.
The Making Responsible Decisions box now includes
information about Newsweek’s annual “green rank-
ings” and encourages students to review the rankings
of their favorite retailers. In addition, a new section de-
scribing data analytics as the “new science of retailing”
has been added. Finally, the end-of-chapter video case
on Mall of America is completely new!
Chapter 14: Updated Discussion of Marketing to
College Students, New Advertisements, and New
Example of an IMC Program for a Movie. The Mar-
keting Matters box has been updated to include the
most recent suggestions for successful use of mobile
marketing to reach college students. New advertise-
ments include examples from The North Face, Klondike,
M&M’s, and Fantastic Beasts and Where to Find
Them. The IMC program used to promote the movie
Fantastic Beasts and Where to Find Them has been
added to the Scheduling section.
Chapter 15: New Chapter Opening Example about
Virtual Reality, New Advertisements and Sales Pro-
motion Examples, and New Discussion of the Adver-
tising Agency of the Year. The impact of virtual reality
is the new topic of the chapter opening example. Cur-
rent VR campaigns by Mountain Dew, Game of
Thrones, and Marriott hotels, and future campaigns by
Fox Sports and NASCAR are discussed. New advertis-
ing examples from Levi’s, Samsung, Milk Life, and
Bebe, and new sales promotion examples from Plenti
and The Tonight Show have been added. In addition,
the chapter includes new discussion of Advertising
Age’s Agency of the Year—R/GA.
Chapter 16: New Chapter Opening Example, New Dis-
cussion of Web 3.0, New Section on Mobile Marketing
at Facebook, and New Marketing Matters Box on Mo-
bile Marketing. Chapter 16 opens with a discussion of
the “ultimate marketing machine”—a smartphone. The
discussion includes a summary of usage rates, current
advertising revenue, and likely future developments.
New discussion also includes the next-generation
Web, Web 3.0. A new section on mobile marketing
has been added to the discussion of Facebook. Chap-
ter 16 also includes a new Marketing Matters box
about the importance of video in a mobile marketing
campaign.
Chapter 17: Update of the Chapter Opening Example,
New Discussion of the Importance of Personal Selling
to Entrepreneurs, and a New Making Responsible De-
cisions Box. The chapter opening example about GE’s
Lindsey Smith has been updated to include a descrip-
tion of her new responsibilities and job title. A new dis-
cussion about the three reasons personal selling is
critical to successful entrepreneurial efforts has been
added. In addition, a new photo example of team sell-
ing, and a new Making Responsible Decisions box
about the ethics of asking customers about competi-
tors have been added.
Chapter 18: Expanded Discussion about Marketing in
Two Environments, New Marketing Matters Box, and
New Discussion about the Cross-Channel Consumer.
The Marketing in Two Environments section now dis-
cusses how some retailers provide showrooms for con-
sumers that purchase online, while some luxury fashion
retailers don’t have an online presence. A new Market-
ing Matters box discusses Internet shopping addiction.
In addition, the Who Is the Cross-Channel Consumer?
section now discusses the prominence of consumer
showrooming and webrooming behaviors.
xv
Acknowledgments
To ensure continuous improvement of our textbook and supplements we have utilized an
extensive review and development process for each of our past editions. Building on that
history, the Marketing: The Core, 7th edition development process included several phases
of evaluation and a variety of stakeholder audiences (e.g., students, instructors, etc.).

Reviewers who were vital in the changes that were made to this and previous editions
and its supplements include:

Dr. Priscilla G. Aaltonen Beibei Dong Pamela Hulen

Hampton University Lehigh University Johnson County Community College
Aysen Bakir Sundaram Dorai Jianfeng Jiang
Illinois State University Northeastern Illinois University Northeastern Illinois University
Brian Baldus Katalin Eibel-Spanyi Vahwere Kavota
California State University–Sacramento Eastern Connecticut State University Hampton University
Cathleen H. Behan Ronald A. Feinberg Walter Kendall
Northern Virginia Community College Suffolk Community College Tarleton State University
Patricia Bernson Jeff Finley Sylvia Keyes
County College of Morris California State University–Fresno Bridgewater State University
Charles Bodkin Kasia Firlej John C. Keyt
UNC Charlotte Purdue University–Calumet Gardner-Webb University
Nancy Boykin John Fitzpatrick Imran Khan
Colorado State University Northwestern Michigan College University of South Alabama
Barry Bunn Eugene Flynn Iksuk Kim
Valencia College Harper Community College California State University–
Los Angeles
Michael Callow Anthony Fontes
Greg Kitzmiller
Morgan State University Bunker Hill Community College
Indiana University
Rae Caloura William Foxx
Anthony Koh
Johnson & Wales University Troy University Montgomery
University of Toledo
Catherine Campbell Amy Frank
Helen Koons
University of Maryland–University College Wingate University
Miami University–Ohio
Lindell Phillip Chew Anthony R. Fruzzetti
Linda N. LaMarca
University of Missouri–St. Louis Johnson & Wales University
Tarleton State University
Frank A. Chiaverini Joe M. Garza
Sue Lewis
County College of Morris University of Texas–Pan American
Tarleton State University
Diana Joy Colarusso John Gaskins
Guy Lochiatto
Daytona State College Longwood University
MassBay Community College
Francisco Coronel Annette George
Jun Ma
Hampton University Morgan State University
Indiana University–Purdue University Fort
Jane Cromartie Richard Hargrove Wayne
University of New Orleans High Point University Ahmed Maamoun
Andrew Dartt Yi He University of Minnesota–Duluth
Texas Tech University California State University–East Bay Cesar Maloles
Tom Deckelman Steve Hertzenberg California State University–East Bay
Owens Community College James Madison University Douglas Martin
Mary Beth DeConinck Donald Hoffer Forsyth Technical
Western Carolina University Miami University Community College
Timothy Donahue Cathleen Hohner Raymond Marzilli
Chadron State College College of DuPage Johnson & Wales University

xvi
Sanal Mazvancheryl Clay Rasmussen Judy Wagner
American University Texas A&M University System– East Carolina University
Diane T. McCrohan Tarleton State University Erin Wilkinson
Johnson & Wales University Chris Ratcliffe Johnson & Wales University
Sue McGorry Bryant University Jacqueline Williams
DeSales University Deana Ray North Carolina A&T
Mary Ann McGrath Forsyth Technical Community College State University
Loyola University–Chicago Kristen Regine Sharna Williams
Terrance Kevin McNamara Johnson & Wales University Forsyth Technical
Suffolk County Community College Ruth Rosales Community College
Sanjay S. Mehta Miami University Tina L. Williams
Sam Houston State University Abhik Roy East Carolina University
Juan (Gloria) Meng Quinnipiac University John Withey
Minnesota State University–Mankato Mark Ryan Saint Edwards University
Kathy Meyer Hawkeye Community College Van Wood
Dallas Baptist University Kumar Sarangee Virginia Commonwealth
Santa Clara University University
Victoria Miller
Mary Schramm Jefrey R. Woodall
Morgan State University
Quinnipiac University York College of Pennsylvania
Robert Morris
Darrell Scott George Young
Florida State College at Jacksonville
Idaho State University Liberty University
Carol M. Motley
Sandipan Sen William Zahn
University of Alabama at Birmingham
Southeast Missouri State University Saint Edwards University
Jean Murray
Kunal Sethi Shabnam Zanjani
Bryant University
University of Minnesota–Duluth Northeastern Illinois University
Keith B. Murray
Abhay Shah Srdan Zdravkovic
Bryant University
Colorado State University–Pueblo Bryant University
John Ney
Ravi Shanmugam Nadia J. Abgrab
Idaho State University
Santa Clara University Kerri Acheson
Elaine Notarantonio
Lisa Siegal Wendy Achey
Bryant University
Texas A&M University–San Antonio Roy Adler
Joanne Orabone
Sally Sledge Praveen Aggarwal
Community College of Rhode Island
Norfolk State University Christie Amato
Nikolai Ostapenko
James Garry Smith Linda Anglin
University of the District of Columbia
Tarleton State University Chris Anicich
Richard D. Parker
Kimberly Smith Ismet Anitsal
High Point University
County College of Morris Godwin Ariguzo
Jerry Peerbolte
Julie Sneath William D. Ash
University of Arkansas–Fort Smith
University of South Alabama Corinne Asher
Deepa Pillai
Sandra K. Speck Gerard Athaide
Northeastern Illinois University
Idaho State University April Atwood
Michael Pontikos
Janice Taylor Tim Aurand
Youngstown State University
Miami University Andy Aylesworth
Milton Pressley
Mary Tripp Patricia Baconride
University of New Orleans
Wisconsin Indianhead Ainsworth Bailey
Tony Ramey
Technical College Siva Balasubramanian
Ivy Tech Community College of
Indiana–Fort Wayne Lisa Troy A. Diane Barlar
Bruce Ramsey Texas A&M University James H. Barnes
Franklin University Ann Veeck Suman Basuroy
Maria Randazzo-Nardin Western Michigan University Connie Bateman
State University of New York– Jeffrey W. von Freymann Leta Beard
Farmingdale College Wingate University Karen Becker-Olsen

xvii
Cathleen Behan Kay Chomic Michael Drafke
Frederick J. Beier Janet Ciccarelli Darrin C. Duber-Smith
Thom J. Belich Melissa Clark Lawrence Duke
Joseph Belonax Reid Claxton Bob Dwyer
John Benavidez Alfred Cole Laura Dwyer
Ellen Benowitz Debbie Coleman Rita Dynan
Karen Berger Howard Combs Eddie V. Easley
Jill Bernaciak Clare Comm Eric Ecklund
Thomas M. Bertsch Clark Compton Alexander Edsel
Parimal Bhagat Mary Conran Roger W. Egerton
Carol Bienstock Cristanna Cook Steven Engel
Abhi Biswas Sherry Cook Kellie Emrich
Kevin W. Bittle John Coppelt David Erickson
Brian Bittner John Cox Barbara Evans
Chris Black Scott Cragin Ken Fairweather
Christopher P. Blocker Donna Crane Bagher Fardanesh
Jeff Blodgett Ken Crocker Larry Feick
Nancy Bloom Jane Cromartie Phyllis Fein
Charles Bodkin Joe Cronin Lori Feldman
Larry Borgen Linda Crosby Kevin Feldt
Koren Borges James Cross John Finlayson
Nancy Boykin Lowell E. Crow Kasia Firlej
John Brandon Brent Cunningham Karen Flaherty
Thomas Brashear John H. Cunningham Theresa Flaherty
Martin Bressler Bill Curtis Elizabeth R. Flynn
Elten Briggs Bob Dahlstrom Leisa Flynn
Glen Brodowsky Richard M. Dailey Charles Ford
Bruce Brown Dan Darrow Renee Foster
William Brown Neel Das Michael Fowler
William G. Browne Mayukh Dass Judy Foxman
Kendrick W. Brunson Hugh Daubek Tracy Fulce
Judy Bulin Clay Daughtrey Donald Fuller
David J. Burns Martin Decatur Bashar Gammoh
Alan Bush Francis DeFea Stan Garfunkel
John Buzza Joseph DeFilippe Stephen Garrott
Stephen Calcich Beth Deinert Roland Gau
Nate Calloway Linda M. Delene James Gaubert
Catherine Campbell Tino DeMarco Glen Gelderloos
William J. Carner Frances Depaul Susan Geringer
Gary Carson Jobie Devinney-Walsh David Gerth
Tom Castle Alan Dick James Ginther
Gerald O. Cavallo Irene Dickey Susan Godar
Carmina Cavazos Paul Dion Dan Goebel
Erin Cavusgil William B. Dodds Marc Goldberg
S. Tamer Cavusgil James H. Donnelly Leslie A. Goldgehn
Kirti Celly Casey Donoho Larry Goldstein
Bruce Chadbourne Shanmugasundaram Doraiswamy Kenneth Goodenday
S. Choi Chan Michael Dore Karen Gore
Donald Chang Ron Dougherty Robert Gorman
Joel Chilsen Diane Dowdell Darrell Goudge
Sang Choe Paul Dowling James Gould

xviii
Kimberly Grantham Herbert Katzenstein James Lollar
Nancy Grassilli Philip Kearney Paul Londrigan
Stacia Gray George Kelley Lynn Loudenback
Barnett Greenberg Katie Kemp Ann Lucht
James L. Grimm Ram Kesaran Harold Lucius
Pamela Grimm Joe Kim Mike Luckett
Pola B. Gupta Brian Kinard Robert Luke
Mike Hagan Martyn Kingston Michael R. Luthy
Amy Handlin Roy Klages Richard J. Lutz
Richard Hansen Chiranjeev Kohli Jun Ma
Donald V. Harper John Kohn Marton L. Macchiete
Dotty Harpool Christopher Kondo Rhonda Mack
Lynn Harris Douglas Kornemann Cesar Maloles
Robert C. Harris Kathleen Krentler Patricia Manninen
Ernan Haruvy Terry Kroeten James Marco
Santhi Harvey David Kuhlmeier Kenneth Maricle
Ron Hasty Anand Kuman Larry Marks
Julie Haworth Nanda Kumar Tom Marshall
Bryan Hayes Michelle Kunz Elena Martinez
Yi He Ann T. Kuzma James Maskulka
James A. Henley, Jr. John Kuzma Carolyn Massiah
Ken Herbst Priscilla LaBarbera Tamara Masters
Jonathan Hibbard Duncan G. LaBay Charla Mathwick
Richard M. Hill Christine Lai Michael Mayo
Adrienne Hinds Jay Lambe James McAlexander
Nathan Himelstein Tim Landry Peter J. McClure
Donald Hoffer Irene Lange Maria McConnell
Al Holden Jane Lang Phyllis McGinnis
Fred Honerkamp Richard Lapidus Jim McHugh
Donna M. Hope Donald Larson Roger McIntyre
Kristine Hovsepian Ron Larson Jane McKay-Nesbitt
Jarrett Hudnal Ed Laube Gary F. McKinnon
Fred Hurvitz J. Ford Laumer Ed McLaughlin
Mike Hyman Debra Laverie Jo Ann McManamy
Rajesh Iyer Marilyn Lavin Kristy McManus
Donald R. Jackson Gary Law Bob McMillen
Paul Jackson Robert Lawson Samuel E. McNeely
Kenneth Jameson Cecil Leaonard Lee Meadow
David Jamison Wilton Lelund Sanjay S. Mehta
Deb Jansky Karen LeMasters Havva Jale Meric
Jianfeng Jiang Richard C. Leventhal Matt Meuter
Cydney Johnson Cindy Leverenz James Meszaros
James C. Johnson Leonard Lindenmuth Fekri Meziou
Wesley Johnston Natasha Lindsey George Miaoulis
Keith Jones Jay Lipe Ronald Michaels
Robert Jones Ann Little Herbert A. Miller
Mary Joyce Eldon L. Little Stephen W. Miller
Jacqueline Karen Jason Little Soon Hong Min
Janice Karlen Yong Liu Jennie Mitchell
Sudhir Karunakaran Yunchuan Liu Theodore Mitchell
Rajiv Kashyap Ritu Lohtia Steven Moff

xix
Kim Montney Renee Pfeifer-Luckett Doris M. Shaw
Rex Moody Chuck Pickett Eric Shaw
Melissa Moore Bruce Pilling Ken Shaw
Linda Morable William S. Piper Dan Sherrel
Fred Morgan Stephen Pirog Philip Shum
Robert Morris Robert Pitts Susan Sieloff
Farrokh Moshiri Gary Poorman Lisa Simon
Gordon Mosley Vonda Powell Rob Simon
William Motz Carmen Powers Bob E. Smiley
Rene Mueller Susie Pryor Allen Smith
Donald F. Mulvihill Joe Puzi David Smith
James Munch Abe Qastin Kimberly Smith
James Muncy Edna Ragins Ruth Ann Smith
Jeanne Munger Priyali Rajagopal Sandra Smith
Linda Munilla Daniel Rajaratnam Norman Smothers
Bill Murphy James P. Rakowski Julie Sneath
Brian Murray Rosemary Ramsey Gonca Soysal
Janet Murray Kristen Regine James V. Spiers
Keith Murray Timothy Reisenwitz Pat Spirou
Suzanne Murray Alicia Revely Craig Stacey
Paul Myer Barbar Ribbens Martin St. John
Joseph Myslivec William Rice Miriam B. Stamps
Sunder Narayanan Cathie Rich-Duval Cheryl Stansfield
Edwin Nelson Kim Richmond Joe Stasio
Jennifer Nelson Joe Ricks Angela Stanton
Nancy Nentl Heikki Rinne Susan Stanix
Bob Newberry Sandra Robertson Tom Stevenson
Eric Newman Bruce Robertson John Striebich
Donald G. Norris Linda Rochford Andrei Strijnev
Carl Obermiller William Rodgers Randy Stuart
Dave Olson Christopher Roe Kathleen Stuenkel
Lois Olson Jean Romeo Scott Swan
James Olver Teri Root Ric Sweeney
Ben Oumlil Dennis Rosen Michael Swenson
Notis Pagiavlas Tom Rossi Robert Swerdlow
Allan Palmer Vicki Rostedt Vincent P. Taiani
Yue Pan Heidi Rottier Clint Tankersley
Anil Pandya Larry Rottmeyer Ruth Taylor
Dennis Pappas Robert Rouwenhorst Steve Taylor
June E. Parr Robert W. Ruekert Andrew Thacker
Philip Parron Maria Sanella Tom Thompson
Vladimir Pashkevich Charles Schewe Scott Thorne
Thomas Passero Kathryn Schifferle Hsin-Min Tong
David Terry Paul Starr F. Schlobohm Dan Toy
Richard Penn Lisa M. Sciulli Fred Trawick
John Penrose Mary Schramm Thomas L. Trittipo
William Pertula Roberta Schultz Gary Tucker
Michael Peters Stan Scott Sue Umashankar
Bill Peterson Kim Sebastiano Ann Veeck
Susan Peterson Eberhard Seheuling Bronis Verhage
Linda Pettijohn Harold S. Sekiguchi Ottilia Voegtli

xx
Jeff von Freymann Alan Whitebread Letty Workman
Gerald Waddle James Wilkins Lauren Wright
Randall E. Wade Erin Wilkinson Lan Wu
Judy Wagner Janice Williams William R. Wynd
Blaise Waguespack, Jr. Joan Williams Donna Yancey
Harlan Wallingford Kaylene Williams Poh-Lin Yeoh
Joann Wayman Robert Williams Mark Young
Mark Weber Kathleen Williamson Sandra Young
Don Weinrauch Jerry W. Wilson Gail M. Zank
Robert S. Welsh Joseph Wisenblit Srdan Zdravkovic
Ron Weston Robert Witherspoon James Zemanek
Michelle Wetherbee Kim Wong Christopher Ziemnowicz
Sheila Wexler Van R. Wood Lisa Zingaro
Max White Wendy Wood Leon Zurawicki

Thanks are due to many people, including students, instructors, university staff, librarians
and researchers, business periodical authors and editors, company representatives, and
marketing professionals of every kind. Their assistance has been essential in our efforts
to continue to provide the most comprehensive and up-to-date teaching and learning
package available. We have been fortunate to have so many people be part of our team!

Nancy Harrower of Concordia University, St. Paul led our efforts on the Instructor’s Manual,
the PowerPoint slides, and the In-Class Activities. In addition, she provides the content for
our blog (kerinmarketing.com). Tia Quinlan-Wilder of the University of Denver was respon-
sible for the Test Bank and Quizzes and for the LearnSmart component of our interactive
learning package. Erin Steffes of Towson University was responsible for the Connect inter-
actives. All of these professors are exceptional educators and we are very fortunate that
they are part of our team.

Thanks are also due to many other colleagues who contributed to the text, cases, and
supplements. They include: Richard Lutz of the University of Florida; Linda Rochford of
the University of Minnesota–Duluth; Kevin Upton of the University of Minnesota–Twin Cit-
ies; Nancy Nentl of Metropolitan State University; Leslie Kendrick of Johns Hopkins Uni-
versity; Lau Geok Theng of the National University of Singapore; and Leigh McAlister of
the University of Texas at Austin. Rick Armstrong of Armstrong Photography, Dan Hundley
and George Heck of Token Media, Nick Kaufman and Michelle Morgan of NKP Media,
Bruce McLean of World Class Communication Technologies, Paul Fagan of Fagan Pro-
ductions, Martin Walter of White Room Digital, Scott Bolin of Bolin Marketing, and Andrew
Schones of Pure Imagination produced the videos.

Many businesspeople also provided substantial assistance by making available informa-

tion that appears in the text, videos, and supplements—much of it for the first time in col-
lege materials. Thanks are due to Daniel Jasper, Jill Renslow, and Sarah Schmidt of Mall
of America; Mike Pohl of ACES Flight Simulation; Tracy Nunziata, Lisa Perez, and Sara
Taffoli of Bayer Healthcare; Justin Wilkenfeld, Kelly Baker, Yara Khakbaz, and Stephanie
Miller of GoPro; Chris Klein, Jaime Cardenas, Casey Leppanen, Heather Peace, and Lori
Nevares of LA Galaxy; Carl Thomas, Peter Dirksing, and Dana Swanson of X-1 Audio, Inc.;
Jana Boone of meplusyou; David Ford and Don Rylander of Ford Consulting Group; Mark
Rehborg of Tony’s Pizza; Vivian Callaway, Sandy Proctor, and Anna Stoesz of General
Mills; David Windorski, Tom Barnidge, and Erica Schiebel of 3M; Nicholas Skally, Jeremy
Stonier, and Joe Olivas of Prince Sports; Ian Wolfman of imc2; Brian Niccol of Pizza Hut;
Charles Besio of the Sewell Automotive Group, Inc.; Lindsey Smith of GE Healthcare;
Beverly Roberts of the U.S. Census Bureau; Sheryl Adkins-Green of Mary Kay, Inc.;
­Mattison Crowe of Seven Cycles, Inc.; Alisa Allen, Kirk Hodgdon, Patrick Hodgdon, and

xxi
 Nick Naumann of Altus Marketing and Business Development; and Nelson Ng from Dundas
Data Visualization, Inc.

Those who provided the resources for use in both the Marketing, 7th edition textbook,
Instructor’s Manual, and/or PowerPoint presentations include: Todd Walker and Jean
Golden of Million Dollar Idea; Karen Cohick of Susan G. Komen for the Cure; Liz Stewart
of Ben & Jerry’s; John Formella and Patricia Lipari of Kodak; Apple, Inc.; Erica Schiebel of
3M; Joe Diliberti of Consumer Reports; Patricia Breman of Strategic Business Insights
(VALS); Brian Nielsen of the Nielsen Company; David Walonick of StatPac; Mark Rehborg
of Schwan’s Consumer Brands (Tony’s Pizza); Jennifer Olson of Experian Simmons; Kitty
Munger and Mary Wykoff of Wendy’s; Mark Heller of RetailSails; Nicky Hutcheon of Zenith
Optimedia; Amy Thompson and Jennifer Allison of Dell, Inc.; Adriana Carlton of Walmart
and Rick Hill of Bernstein-Rein Advertising (Walmart); Janine Bolin of Saks, Inc.; Dr. Yory
Wurmser of the Direct Marketing Association; Elizabeth Clendenin of Unilever (Caress);
Jennifer Katz, Kelsey Fisher, Jenny Caffoe, Lexi Diederich, and Malyn Mueller of StuffDOT,
Inc.; and Eric Fleming of Segway.

We also want to thank the following people who generously provided assistance with our
Marketing, 7th edition In-Class Activities (ICAs) and associated PowerPoint presentations:
Mitch Forster and Carla Silveira of Ghirardelli Chocolate Company; Karolyn Warfel and
Betsy Boyer of Woodstream Corp. (Victor Pest); Leonard Fuld of Fuld & Co.; Maggie Jantzen
of Starbucks Coffee Company; Michelle Green and Victoria Glazier of the U.S. Census
Bureau; Lisa Castaldo of Pepsi; Muffie Taggert of General Mills; Robert M. McMath, for-
merly of NewProductWorks; Greg Rodriguez; Jeremy Tucker, Julia Wells, and Lisa Cone
of Frito-Lay (Doritos); Susan Carroll and Bob Robinson of Apple, Inc.; Willard Oberton of
Fastenal Company; Scott Wosniak and Jennifer Arnold of Toro; Kim Eskro of Fallon World-
wide (Gold’n Plump); Robin Grayson of TBWA/Chiat/Day (Apple); Katie Kramer of Valassis
Communications, Inc. (Nutella/Advil); Triestina Greco of Nutella/Ferrero; Tim Stauber of
Wyeth Consumer Healthcare (Advil); Yvonne Pendleton and Lucille Storms of Mary Kay.

Staff support from the Southern Methodist University and the University of Denver was
essential. We gratefully acknowledge the help of Jeanne Milazzo and Karen Gross for
their many contributions.

Checking countless details related to layout, graphics, clear writing, and last-minute
changes to ensure timely examples is essential for a sound and accurate textbook. This
also involves coordinating activities of authors, designers, editors, compositors, and pro-
duction specialists. Christine Vaughan, our lead content project manager, and Kelly
Pekelder, our product developer, both of McGraw-Hill Education, provided the necessary
oversight and hand-holding for us, while retaining a refreshing sense of humor, often
under tight deadlines. Thank you again!

Finally, we acknowledge the professional efforts of the McGraw-Hill Education staff. Com-
pletion of our book and its many supplements required the attention and commitment of
many editorial, production, marketing, and research personnel. Our McGraw-Hill team in-
cluded Susan Gouijnstook, Meredith Fossel, Meghan Campbell, Elizabeth Schonagen,
Kelly Delso, Kerry Shanahan, Terri Schiesl, Mary Conzachi, Danielle Clement, Matt Dia-
mond, DeAnna Dausener, Lori Hancock, and many others. In addition, we relied on David
Tietz for constant attention regarding photo elements of the text. Handling the countless
details of our text, supplement, and support technologies has become an incredibly com-
plex challenge. We thank all these people for their efforts!

Roger A. Kerin
Steven W. Hartley

xxii
BRIEF CONTENTS
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2
2 Developing Successful Organizational and Marketing Strategies 24
Appendix A Building an Effective Marketing Plan 52
3 Understanding the Marketing Environment, Ethical Behavior, and Social
Responsibility 68

Part 2 Understanding Buyers and Markets

4 Understanding Consumer Behavior 94
5 Understanding Organizations as Customers 122
6 Understanding and Reaching Global Consumers and Markets 142

Part 3 Targeting Marketing Opportunities

7 Marketing Research: From Customer Insights to Actions 172
8 Market Segmentation, Targeting, and Positioning 202

Part 4 Satisfying Marketing Opportunities

9 Developing New Products and Services 228
10 Managing Successful Products, Services, and Brands 258
11 Pricing Products and Services 288
12 Managing Marketing Channels and Supply Chains 314
13 Retailing and Wholesaling 340
14 Integrated Marketing Communications and Direct Marketing 368
15 Advertising, Sales Promotion, and Public Relations 394
16 Using Social Media and Mobile Marketing to Connect with Consumers 424
17 Personal Selling and Sales Management 452

Part 5 Managing the Marketing Process

18 Implementing Interactive and Multichannel Marketing 480
Appendix B Planning a Career in Marketing 504
Glossary 517
Name Index 525
Company/Product Index 535
Subject Index 543

xxiii
DETAILED CONTENTS
Part 1 Initiating the Marketing Process
1 CREATING CUSTOMER RELATIONSHIPS AND VALUE
THROUGH MARKETING 2
At Chobani, Marketing Is “Nothing But Good”! 2
Understanding Consumers’ Food Values 2
Reaching Customers 2
bani LLC Chobani Today 3
Source: Cho
Chobani, Marketing, and You 4
What Is Marketing? 4
Marketing and Your Career 4
Marketing: Delivering Value to Customers 5
The Diverse Elements Influencing Marketing
Actions 5
What Is Needed for Marketing to Occur 6
How Marketing Discovers and Satisfies Consumer
Needs 7
Discovering Consumer Needs 7
The Challenge: Meeting Consumer Needs with New
Products 7
Satisfying Consumer Needs 9
The Marketing Program: How Customer Relationships
Are Built 10
Relationship Marketing: Easy to Understand, Hard to Do 10
The Marketing Program and Market Segments 12
3M’s Strategy and Marketing Program to Help
Students Study 12
How Marketing Became So Important 14
Evolution of the Market Orientation 14
Focusing on Customer Relationship Management 14
Ethics and Social Responsibility in Marketing: Balancing the
Interests of Different Groups 15
The Breadth and Depth of Marketing 16
Learning Objectives Review 18
Learning Review Answers 18
Focusing on Key Terms 18
Applying Marketing Knowledge 19
Building Your Marketing Plan 19
Video Case 1: Chobani®: Making Greek Yogurt
a Household Name 19

xxiv
Another random document with
no related content on Scribd:
Though he was a man of birth and education, he had bound
himself to a woman who possessed neither, and who was
equally deficient in the amiability and goodness of disposition
which might have done much to make amends for a lack of
the rest.

Mrs. Evans was equally vulgar and purse-proud. She did not
hesitate to put her husband in mind of his indebtedness to her
wealth, or even to hint that she might have bestowed it and
herself better than upon him.

Brought up under such a mother, it was scarcely likely that the

girls, Adelaide and Augusta, would be noted for refinement or
delicacy of feeling. Taught to pride themselves on wealth, they
owned no excellence if unaccompanied by it. Consequently,
they only bestowed a contemptuous pity on their cousin,
Joyce Mirlees, who, through adverse circumstances, had been
driven to accept the temporary shelter of The Chase.

It had been grudgingly granted by Mrs. Evans, "until

something could be done with the girl," because there was
absolutely nowhere else for her to go.

Joyce, though the only daughter of Mr. Evans' only sister, was
not likely to be welcomed by a lady who owned that there was
"nothing she detested like poor relations."

True, the girl came from a comparatively poor home, a little

country vicarage, of which and of her father she had been the
light and joy, until death called him and left her alone.

Mrs. Evans said bitter things on the occasion.

"It is monstrous for people of small means to marry when

there is no prospect of their providing for a family. I call it
wicked, and one sees the most of this improvidence where we
ought to look for a better example, amongst the poor clergy.
But I suppose your brother-in-law reckoned on his daughter
being provided for here."

Mrs. Evans said this to her husband, and his reply did not
improve her temper.

"You are mistaken, my dear. Poor Mirlees had saved a few

hundreds, and having noted how rapidly some people
managed to turn hundreds into thousands, he unfortunately
invested them in a bubble company, and lost every penny.
Some of the shareholders were more fortunate. You Will
remember the company," and Mr. Evans named one of which
his wife's father had been a director, and by which he had
netted a large sum.

Mrs. Evans' face flushed, but she answered—

"It requires business men to deal with business matters, and

clergymen ought to content themselves with what they
understand."

"True; poor Mirlees paid with his life for his meddling. But
after all, it is by these poor, foolish, unbusiness-like men that
the clever ones make their money."

"At any rate, we shall be expected to do something for this

girl, though why prudent people should pay for the folly and
rashness of others is more than I can understand. My children
shall not be impoverished for such a purpose. It would not be
scriptural to encourage improvidence, and in a clergyman,
too. I thought that sermon last Sunday on the text, 'If any
provide not for his own house, he hath denied the faith, and is
worse than an infidel,' was thoroughly to the purpose. I never
heard one that touched me more. It was so appropriate to
present circumstances."

Mrs. Evans was like many others who, when wishing to justify
what conscience tells them is wrong, fly to the Bible to see if
they can find a text to justify the course they are taking.

She wanted to cheat conscience into expressing approval, and

thought she had succeeded when she shook her head in pious
horror over Mr. Mirlees' misdoings. She would not see, or at
any rate own, that in the man's very anxiety to do what she
blamed him for not having done, he had lost the poor pittance
hoarded by years of close economy, and his life as well.

When Mr. Evans named these facts, his wife interrupted him
by asking—

"Where was the use of saving and pinching if the man must
throw it all away at last?"

"His was an error of judgment," replied Mr. Evans.

"An error of judgment! If my poor papa had committed such

errors, I wonder where I should be now."

Mrs. Evans said "I," but the look at her husband meant "you,"
and was intended to remind him of his indebtedness.

Mr. Evans' face flushed. Often as he had heard similar words,

he could never become indifferent to such, and winced at each
repetition. Sometimes there would be a scene, or he
occasionally retorted sharply, but Mrs. Evans conquered by
her persistent ill temper, and after days of discomfort,
sullenness, and either taunts or silence, peace would be
made, and last for a little while.

On this occasion, Mr. Evans felt the need for diplomacy. Joyce
Mirlees must come to The Chase with the consent of its
mistress; so he was fain to assent to his wife's praise of her
father's business qualities, to pass over her taunts without
notice; and thus he gained his end—after a fashion. Joyce was
to come until work of some kind could be found for her under
another roof.
The Misses Evans expressed their opinion that Joyce would be
fit for nothing.

"She will not suit for a governess," said Augusta, who was a
brilliant pianist. "Music is an essential, and Joyce can neither
play nor sing fit to be heard."

Adelaide enumerated a number of other accomplishments

which her cousin did not possess, and concluded with, "I
suspect if she once gets a footing here, we shall have her on
our hands altogether."

Mrs. Evans only looked a reply, but it expressed a very

emphatic dissent to this last remark.

"Must we wear mourning? Mr. Mirlees, as papa's brother-in-

law, could hardly be called a relative."

"I fear we must, Augusta. It is very provoking, but society will

demand this of us," said the mother.

"And we have chosen all our spring things."

"This year's fashions are too lovely," sighed Adelaide.

These girls had shed no tears for Mr. Mirlees, none in

sympathy with the young creature whom death had left
desolate. But their tears flowed freely at the thought of the
cruel exigencies of society, which demanded the sacrifice of
becoming gowns and bonnets, since their shapes and styles
would be too old-fashioned for such devotees of the latest
modes to wear again when they would be able to put off "that
odious mourning."

Such were the people to whom and the home to which Joyce
Mirlees came after her father's death.
The girl knew enough of her aunt and cousins to prevent her
from expecting much tenderness or sympathy; but she was
pained, and her uncle annoyed, to find that they were all out
when she arrived at The Chase, though Mrs. Evans knew well
at what time to expect the travellers.

There was, however, one warm heart ready to welcome Joyce.

This was Sarah Keene, once her nurse. This woman had gone,
widowed and childless—having lost her own husband and
babe within a few days of each other—to be foster-mother to
the child of Mrs. Mirlees, she being delicate, and unable to
rear her little one without such help.

All through Joyce's baby days Sarah used to say: "Nobody

knows the blessing this child is to me. When I hold her in my
arms, I almost forget that I have lost my own, or look on her
as having been given me for a while instead of my own little
Katie, who was only a month older."

Some years later, Mr. Mirlees insisted on obtaining a situation

for Sarah at The Chase, Mrs. Evans being willing to give high
wages to one so trustworthy.

Sarah always protested that she was turned out of her old
home. "I'd rather have served Mr. Mirlees and my darling for
nothing. But they turned me out, 'for my good,' they said."

When Joyce arrived at The Chase, Sarah rushed to meet her

foster-child, and whispered, as well as her tears would allow
her—

"I see now what I could never understand before. I could not
believe I was sent here for my good; but I believe it now,
darling. I was sent before, in a little way, like Joseph was, to
do good to them that sold him for a slave. And I can be of use
to you, though I'm only a servant."
To Joyce, the clasp of those loving arms was indescribably
comforting, and she found that Sarah was the only person on
whom she could rely for open, hearty sympathy.

Her uncle wished to show it, but a mark of affection on his

part was sure to call for the opposite on the side of his wife
who seemed resolved that a bare shelter should be all that
Joyce should have under her roof.

The orphan girl was soon weary of her position, and, writhing
under the slights she had received, would have been thankful
to earn her bread by any honest means rather than continue
to receive what was so grudgingly bestowed. She wished to
please Mrs. Evans and to gain the affection of her cousins, but
every effort seemed vain. Had there been young children in
the house, her time would have been occupied, but there were
none. Her cousins desired no such companion as herself; and,
as Mr. Evans' niece, she could not very well be entirely
ignored. But there was a tacit understanding between mother
and daughters that Joyce should be "kept in her place," whilst
Joyce herself, with a sore heart and memories of a happy, if
comparatively humble, home, vainly wished that she had any
definite place to fill and work to do.

CHAPTER II.

"I HAVE not a friend here but you, Sarah. I must leave this
miserable place," said Joyce, between her sobs.

"The master is your friend, darling. He loves you."

"What can he do? He is worse off than I am. How can he bear
my aunt's taunts about money, and all she has brought him?
If I were a man, I would—"

"If you were a married man with a wife and daughters, you
would not find it easy to run away from your home ties,
though they may feel a little tight sometimes. And what could
you do, dearie, if you left The Chase?"

"That is my trouble, Sarah. I would go as a governess, but

they all make game, and sneer at the idea of such a thing. I
am not accomplished, and people seem to advertise only for
ladies who know everything. Servants with clever fingers like
yours are much better off than the half-taught children of
gentlemen. They get good wages, and are so independent.
They generally spend a great deal on clothes, but they are not
obliged to do so. Do you think any one would take me as a
nursemaid? Not to tiny babies; I could not attend to them,
though I should dearly love it, for I have never been amongst
them. But I could look after older children, and I can sew
well."

"What! Go as a servant. Only a servant! Oh, Miss Joyce, if the

master could know!"

Sarah lifted her hands in horror; but Joyce said—

"If he could tell me what course to take, knowing all, he would

say I was doing right; right to take any honest work whereby
I might earn my bread. Right to undertake only what I am
qualified to do."

"Well, then, darling, say nursery governess."

"Sarah, I have looked the papers through for weeks, and I

have read plenty of advertisements of ladies offering to take
such places for nothing but a home. They do not always get
them, for the advertisements are repeated again and again.
Now, I cannot go for nothing, for I need clothes, and I have
not much money. But plenty of people offer good wages for
nurses, so I will go as a nurse, if any one will have me. My
clothes will do for a servant, though they are not nearly so
good as yours, Sarah."

The girl glanced down at her poor, coarse black gown and
burst into tears. It had been bought only as a makeshift, in
the small country town near her old home, and her uncle had
said, "Your aunt will see that you are properly provided as
soon as we reach The Chase. She would not care for Welton
dressmaking or materials."

But this first purchase proved the only one. When Mr. Evans
said that Joyce would need other and better dresses, he was
answered promptly enough.

"Joyce will not be expected to dress like my daughters.

Remember, I have already had double expenses, owing to Mr.
Minces' death having taken place just after I had bought
everything in coloured dresses for the season. So if your niece
wants finery, it will not come out of my pocket."

As to Adelaide and Augusta, they were far too eager for

admiration to be sorry that their young cousin should appear
at a disadvantage, even in the matter of dress material. In
appearance, accomplishments—in fact, in all that could attract
attention—they considered her immeasurably below them.

Thus Joyce was shut out of society, by lack of suitable

clothing, when she had little inclination for it, and when,
during her first days of sorrow, she cared only for quiet and
sympathy. Of the former, she had enough as the months went
by, and for the latter she had to go to Sarah Keene, as on the
present occasion.

"Your uncle would never agree to your taking such a place,

Miss Joyce."
"I shall be twenty-one in a month, Sarah, and my own
mistress. I have money enough to take me to a good distance
from The Chase, for I have not spent a penny that I could
help. My uncle would have given me more, but I could not
take it, since it would have really been out of Mrs. Evans'
pocket. I have already advertised, and I have four answers.
One seems likely to suit, but I shall need a character."

The girl uttered the last word somewhat scornfully, but Sarah,
with her usual good sense, replied—

"Of course you will. What mother would trust her most
precious jewels to a stranger without knowing anything about
her? The nurse comes next to the mother herself with young
children, and she cannot be too particular about the character
of one."

"My pride spoke, Sarah. We were so respected, at Welton,

though we were really poor people," replied Joyce, softly.

"Aye, darling. As Mrs. Evans will not be if she live to a

hundred. I can just think I see you, as you went through the
snow to church only last Christmas morning. You were looking
as glad and happy as possible, for you knew that many a
home would be bright that day, and many a table spread with
plenty through what you had done."

"I had given very little, Sarah. I had not much to give."

"Not in money, dearie. But gold and silver are not everything.
You had put in your little in that way, and a great deal that
was more precious still—time and work. You had walked many
a mile and pleaded for the poor with the rich, and induced
them to give what you could not. And who could withstand
you? Not those you had spent your life amongst."

"Sarah, they were all as willing to give as possible."

"Aye. Their giving was pretty easy work in most cases; they
went without nothing, and would never miss their guineas,
because they cost them no self-denial. There are lots of
people who put their hands into their pockets and think they
do a great deal when they give a gold piece out of a full
purse; but if they had to go without something in order to
spare the guinea, it would not be given. Catch your aunt or
the young ladies going with a pair of gloves the less, to save a
poor creature from starvation. Well, the mistress did me a
kindness in letting me have my holidays at Welton last
Christmas, but then it was because there was no work for me
at The Chase, seeing they were wintering abroad."

"She gave you a whole month, Sarah, and it was delightful to

have you at our house."

"Yes, and it saved the mistress four weeks' board wages she
must have paid me if I had been at The Chase. I can see
round a corner, dearie, though you cannot always. Never
mind, it was a happy, blessed Christmas, and worth more than
a year's wages to be with my own precious nursling."

The tears were streaming down Joyce's cheeks as she thought

of that last Christmas in the one true home of her life.

"I little thought—" she said; then stopped, unable to continue.

"No more did any of us. Well, your father acted for the best,
and you have happy years to look back on—years when you
made poor homes brighter, and cheered downcast souls with
words of love and hope. Now you must think of this. You are
not forgotten at Welton. Every one loves you there; but they
don't know how you are fixed. Depend on it they say, 'What a
good thing it was that Miss Joyce had a grand rich uncle to
take care of her when her father died!' They pray for you, and
look to see you again some day. Better still, God never
forgets. Think of this, my darling, you who cared for God's
poor to the very outside of your power. He will care for you
and repay you. As surely as the harvest follows seed-time, so
surely will you, in His good time, receive full measure back for
what you have meted out to others."

"I know, Sarah, I know; I am wrong to doubt, but everything

is so different here. There is no love for me."

"Yes, darling, there is God's love, and there is your uncle's, I

know, to say nothing of mine. I am only your old nurse, but
you have all the best love of my heart, for who have I
beside?"

"I am wickedly, horribly unthankful, both to God and the one

friend to whom I can open my heart. I might speak to my
uncle, but I do not care to make him feel more troubled on
my account. About my character there will be no difficulty:
Mrs. Caruth, of Fernsclough, will answer all inquiries."

"Is she home, dearie? She was abroad somewhere when your
father was taken."

"Yes; but she returned. I heard from her ten days ago. I have
told her just enough to show her that The Chase will never be
a home for me. She urges me to go to her for a long visit, and
says, that being alone, my presence would cheer her greatly."

"Then why not go, darling?"

"Because this invitation is really an offer of a home, very

delicately made; but I could not again eat the bread of
dependence, Sarah. Besides, fancy my meeting the guests at
Fernsclough in such attire as this."

"But you can have anything, if you will let me get you thirty or
fifty pounds of my savings. You may take all I have, for that
matter, only you would not need that, I know."
Joyce threw her arms round Sarah's neck and kissed her
passionately.

"Bless you, and thank you a thousand times!" she cried. "But I
would not rob you of your hard earnings for the world. Do you
think when the relatives on whom I have a claim care nothing
about my clothes, I could bear to spend on myself what you
have earned by years of toil?"

Sarah warmly returned the embrace, saying as she did so—

"You can have no such claim on any one as on the woman

who nourished you as a baby. I would give my life for you,
and what are a few pounds compared to that?"

"I need no money, Sarah, or I would owe the help to you

sooner than to any one in the world. I have plenty of clothes,
neat and simple, and such as I wore at Welton. They will last
for a couple of years."

"They are not black, dearie."

"No matter. The one mourning suit will do for Sundays, and
light printed gowns will befit a nurse-girl. I have turned one
white muslin into aprons, which will do beautifully over my
two plain cashmere frocks. As to the outside mourning, what
does it mean in many cases? My aunt and cousins are wearing
what they call mourning for my father, gowns of costly
material laden with crape and jet. Did they put it on because
they cared for my father? No, Sarah; and they long to throw it
off as soon as they think society would see them do it without
remark. One day, when my aunt was specially kind, she said:
'These gowns will come in for you, Joyce, when my girls are
done with them.' I should not have minded wearing them, if
only my aunt had offered them in real kindliness. But my
mourning is no matter of outside show. Why should I care
about externals? My Father in heaven knows."
"But stay a while at Fernsclough, darling; Mrs. Caruth was
always fond of you."

"Always most kind. But I cannot go there, of all places in the

world."

These last words were uttered with an emphasis which Sarah

could not help noticing. She looked up from her ironing with
an inquiring expression, but Joyce had turned away her head.
She noted, however, that a crimson flush had spread even
over the fair neck of her nursling, and she wondered, but said
nothing. Joyce, too, remained silently gazing out of the
window; but when she at length turned, Sarah noted traces of
tears on her cheeks, though she began to speak cheerfully
enough and to unfold her plans more fully.

"I have settled about clothes. I have enough money for my

journey, and a little to spare. On the strength of Mrs. Caruth's
recommendation, Mrs. Ross, of Springfield Park, is willing to
engage me as the personal attendant of her two little girls,
aged four and six years. I shall have no menial work, and the
mother regards her children's nurse as of a rank above her
kitchen-maid, and does not insist on caps."

"Oh, Miss Joyce. That I should live to hear you speak like
that!" said Sarah, in a tone of deep distress.

"Be comforted, dear old nurse and kindest of friends. Honest

labour has with it far more of dignity than dependence with
idleness. Earned bread will taste sweet. The dainties here are
always bitter, no matter how delicately flavoured. And now I
shall tell you no more, and when the time comes for
questioning, you can answer truly that you do not know where
I am. This much you shall know. Mrs. Caruth's own maid,
whom you have seen many a time, will meet me when I leave
this house, and accompany me to the station nearest to my
place of service. I will not tell you the name of it, or of the
town next to Springfield Park, but it will comfort you to feel
that the old friend of my parents insists on sending this good
woman to travel with me. When I am at my journey's end,
she will return. Now you know all that I can tell you, and you
may trust me that my uncle shall not be long kept in suspense
as to my safety and whereabouts; Mrs. Caruth has undertaken
to enlighten him. She does blame me for my pride in refusing
to go to her, not for finding dependence unbearable, or for
wishing to earn my own bread. But she cares for me because
I am my father's daughter, and is resolved to shield me from
the possibility of harsh judgments, by providing me with a
temporary attendant."

"I can only say, may God bless and guard you, my darling!
And mind, if you want me, I will come to you at any time,
night or day, for only a word."

CHAPTER III.

JOYCE had always plenty of time to herself, for when aunt and
cousins were out driving or visiting she had to choose
between solitary walks in the grounds or the society of Sarah
Keene and a seat beside her ironing table, her uncle being
often from home.

"The carriage is not comfortable with more than three in it,"

Mrs. Evans would say, when her daughters accompanied her.
If only one of these went, and Mr. Evans suggested that Joyce
should make a third, he was told, "Your niece has not been
used to a carriage. Why spoil her by accustoming her to
luxuries she is not likely to possess in future?"
"How do you know? Joyce may marry well. She is sweet-
looking and a good girl, who would be a treasure worth the
winning to a man who had sense enough to prefer worth to
money."

Mr. Evans made this remark without the slightest intention of

paining his wife, but it called forth derisive words from his
younger daughter, in reference to Joyce, and an angry
response from Mrs. Evans.

"Of course your penniless niece is more charming than my

daughters. But Joyce Mirlees shall be taught to know her
place, and find something better to do than to idle her time in
gossiping with a servant."

"Your niece—my house—my daughters!"

Mr. Evans did not say these words, but as he repeated them to
himself, a picture came to mind, and words from the most
touching of all parables spoke to his heart.

"The forgiving father spoke of the penitent prodigal on his

home-coming as, 'my son who was dead and is alive again,'
and to the elder who had never strayed as, 'thy brother.' But
this last had no thought of tenderness for him who lost all and
had returned hungry, penniless, destitute. It was not 'my
brother' with him, but 'thy son.' Poor Joyce! Homeless,
orphaned, hungering just for love, is nothing to my wife but
'your niece,' when she speaks of her to me. Three days hence
will be her twenty-first birthday, too; she came here in March,
and this is nearly the end of June. I thought that a girl so
sweet in herself must win the good-will of my wife and girls,
but all she has received is a bare shelter, grudgingly permitted
rather than given during three weary months."

When Joyce's birthday morning came there were no costly

gifts for her such as her cousins were accustomed to receive.
Mrs. Evans remarked coldly—
"So it is your birthday, Joyce. Of course, we all wish you many
happy returns of it."

Her cousins echoed "Of course," as they seated themselves at

the breakfast table, and Joyce replied, "Thank you."

"And you are actually twenty-one," said Mrs. Evans. "I

suppose you would expect a present of an ornamental kind,
but, under the circumstances, something useful will be better.
The girls are going to leave off mourning entirely now. Three
months is quite long enough for a mere connection by
marriage, and many people would not wear it more than half
the time."

"Many would not wear it at all, unless—"

Joyce began a sentence but could not finish it, for her heart
was too full to permit her to continue without breaking down
utterly.

"Unless the connection had lived quite near them, and every
one knew of it. Was that what you were going to say?" asked
Mrs. Evans.

"No; I meant something very different, but I will not trouble

you with it now. Only, please do not think I expected any
present. I neither looked nor wished for any."

"But you are going to have one," replied Mrs. Evans, in an

unusually gracious tone. "As I said, my girls are leaving off
their mourning, and I intend you to have their simpler
dresses. Black silks and satins they will not part with. Those
are useful always, but their worst are of beautiful material and
—"

"Quite too good for me," said Joyce.

"No, no. They will look very nice, but not too handsome.
Russell will show you how to alter them and you can sit in her
room so as to be near whilst you are at work. Afterwards, I
have no doubt you will be glad to render a little assistance in
remodelling some of your cousins' gowns which had to be put
aside, in a manner, on your account."

Mrs. Evans thought she had managed a somewhat delicate

matter with great tact and success. She had planned to turn
Joyce's time and good taste to account on behalf of herself
and her daughters, from the first day that the girl, pale and
worn with watching and weeping, arrived at The Chase.

There was a red spot on each of Joyce's cheeks which told of

inward excitement; but she was outwardly calm as she replied
—

"Thank you for offering me these dresses, but I cannot take,

and I shall not need them. Besides, however willing my
cousins might be to spare them, Russell will expect to have
them when done with. When my one black gown is too bad to
wear, I shall use those I had before my—I mean what I
brought with me from Welton."

"But those are coloured. Respect for your relatives and for
society demands that you wear black during at least a year,
for your father. As to your cousins' dresses, they would not go
to Russell whilst nearly as good as new; but I presume your
pride will not let you be seen in them, though you have never
been used to anything so handsome before."

"The dresses are very good," said Joyce; "but you will not see,
and society does not know me. Has not my uncle told you that
I am going to leave The Chase?"

"Going to leave! And pray where are you going? It is just like
your uncle to know of your plans and say nothing, but I
consider it disgraceful of you to act in such an underhand way,
especially after having had such a home as this." And Mrs.
Evans waved her hand, as if to indicate that all around her
had been as much for Joyce's use and comfort as for her own.

"I do not want to seem ungrateful," replied the girl. "I have
been sheltered here, and I have had far more dainty food than
I needed, and been surrounded with many more beautiful
things than my eye was ever accustomed to before. Yet,
forgive me for saying it, I have not been happy. Nobody loves
me, nobody wants me here, and I am very lonely. Perhaps, if
my cousins and I had seen a good deal of each other when we
were children, it would have been different; but I was really
almost a stranger when I came. I hoped they would have liked
me, but being relatives always at a distance from each other
is not like growing up as playfellows and friends. I suppose
people cannot like each other just because they wish to do,
and Adelaide and Augusta have so many friends of their own
without me. So I thought it would be better for me to try and
obtain a situation—and work for my bread. I should like to feel
that I have a place to fill, and something to do; to know that I
am wanted, if only by little children. I have obtained a
situation to which I shall go in two days. My uncle knows
about it, but he only heard the particulars just before he was
called from home so suddenly yesterday, and I suppose he
had not time to tell you. He does not blame me for wishing to
be independent of help and owe my livelihood to my own
exertion. He has always been very good to me."

The girl's voice trembled a little at this allusion to her uncle,

but Mrs. Evans showed no sign of sympathy. She sat and
listened with the frigid manner which she deemed dignified
and becoming, and Joyce continued—

"I once thought of leaving The Chase unknown even to him,

but afterwards I felt sorry and ashamed that I could have
entertained such an idea for a moment. I am sure I should
never have carried it out, though I was going to ask a friend
to tell him at once."

"And pray may I ask how you obtained this situation?"

"By advertising. I had several answers. I needed a

recommendation, and the old true friend of my father and
mother, Mrs. Caruth, of Fernsclough, gave me one, after
having urged me to accept a home with her for an indefinite
period. No one else has had a finger in my arrangements."

For the first time Mrs. Evans manifested something like

interest in Joyce's explanation, and at the mention of Mrs.
Caruth's name significant glances were exchanged between
her and her second daughter—the one who most resembled
her in appearance and disposition.

"I should have thought the fact of your being Mr. Evans' niece
would have been recommendation enough. Pray what kind of
situation have you engaged to fill? I must say, however, that
had you wished to be useful to those who have the first claim
upon you, I have just indicated a way in which you could be
so, and without leaving The Chase."

"I am afraid I shall make a poor assistant to your maid, as I

have not learned dressmaking," replied Joyce, with quivering
lips. "I did not mention my uncle's name or yours in applying
for the situation I am engaged to fill. I am going to attend on
two little children."

"Teach them, I presume you mean?"

"Not exactly. I shall try to teach them, but I shall really be

their maid. You always told me that I was not fit for a
governess, because I was so different from my cousins. A
nursery governess's duties would take in too much, so I
resolved to be 'only a servant.'"
Mrs. Evans' voice rose to a positive shriek as she replied—

"I am thankful, very thankful, you are no relative of mine, and

that though you are my husband's niece you do not bear the
same surname. I wash my hands of you!"

And with a look of combined anger and contempt, Mrs. Evans

swept from the room.

She was not wholly sorry in thinking of the decisive step Joyce
had taken. It would give her a good excuse for severing all
connection with so undesirable a relative. But there was one
drawback to her self-gratulation. If any of her fashionable
neighbours were to hear that Mr. Evans' niece had taken such
a situation, it would be too dreadful. They would not, perhaps,
draw so nice a distinction as she had done, and despite the
fact that the connection was only by marriage, Joyce might be
regarded as her relative also. There was no getting over the
fact that she was first cousin to Adelaide and Augusta.

"If that girl's surname had been the same as ours, I would
have taken steps to assume a different one, at whatever
cost."

"Would you have had us called by your maiden name of

Smittles?" asked Augusta, who had followed her mother from
the morning room. "I like Evans much better."

Mrs. Evans blushed, for that name was doubly objectionable,

and she was most anxious that the fact of her having been
Miss Smittles, the daughter of a notoriously unscrupulous
speculator, should be forgotten. She said no more about
giving up her present surname.

"Do you think," asked Augusta, "that the Mrs. Caruth my

cousin spoke of could be the lady, whom we met with her son
at Mentone last winter! They were delightful people—so
refined, and knew everybody that was worth knowing there,