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Eighth Edition

MARKETING
THE CORE

Roger A. Kerin
Steven W. Hartley
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 Online Blog. Visit www.kerinmarketing.com to participate in

Marketing: The Core’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 respond 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
­assignments, including (a) auto-graded applications based on the marketing plan
exercises, and (b) activities based on the Applying Marketing Metrics boxes and
marketing metrics presented in the text.

Innovative Test Bank. Containing more than 5,000 multiple-choice and essay
questions, the Marketing: The Core Test Bank reflects more than two decades of
innovations. The Test Bank also includes “visual test questions” in each chapter to
reward students who made an effort to understand key graphs, tables, and images
in the chapter.

vii
 Students—study more efficiently, retain more
and achieve better outcomes. Instructors—focus
on what you love—teaching.

SUCCESSFUL SEMESTERS INCLUDE CONNECT

For Instructors
You’re in the driver’s seat.
Want to build your own course? No problem. Prefer to use our turnkey,
prebuilt course? Easy. Want to make changes throughout the semester?
65%
Less Time
Sure. And you’ll save time with Connect’s auto-grading too.
Grading

They’ll thank you for it.

Adaptive study resources like SmartBook® help your
students be better prepared in less time. You can
transform your class time from dull definitions to dynamic
debates. Hear from your peers about the benefits of
Connect at www.mheducation.com/highered/connect

Make it simple, make it affordable.

Connect makes it easy with seamless integration using any of the
major Learning Management Systems—Blackboard®, Canvas,
and D2L, among others—to let you organize your course in one
convenient location. Give your students access to digital materials
at a discount with our inclusive access program. Ask your
McGraw-Hill representative for more information.

©Hill Street Studios/Tobin Rogers/Blend Images LLC

Solutions for your challenges.

A product isn’t a solution. Real solutions are affordable,
reliable, and come with training and ongoing support
when you need it and how you want it. Our Customer
Experience Group can also help you troubleshoot
tech problems—although Connect’s 99% uptime
means you might not need to call them. See for
yourself at status.mheducation.com
For Students
Effective, efficient studying.
Connect helps you be more productive with your
study time and get better grades using tools like
SmartBook, which highlights key concepts and creates
a personalized study plan. Connect sets you up for
success, so you walk into class with confidence and
walk out with better grades.
©Shutterstock/wavebreakmedia

“ I really liked this app it

made it easy to study when
—
Study anytime, anywhere.
Download the free ReadAnywhere app and access your
you don’t have your text-
”
online eBook when it’s convenient, even if you’re offline.
book in front of you. And since the app automatically syncs with your eBook in
Connect, all of your notes are available every time you open
— Jordan Cunningham, it. Find out more at www.mheducation.com/readanywhere
Eastern Washington University

No surprises.
The Connect Calendar and Reports tools
keep you on track with the work you need 13 14
to get done and your assignment scores.
Life gets busy; Connect tools help you
keep learning through it all. Chapter 12 Quiz Chapter 11 Quiz
Chapter 13 Evidence of Evolution Chapter 11 DNA Technology

Chapter 7 Quiz
Chapter 7 DNA Structure and Gene...
and 7 more...

Learning for everyone.

McGraw-Hill works directly with Accessibility Services
Departments and faculty to meet the learning needs of all
students. Please contact your Accessibility Services office
and ask them to email accessibility@mheducation.com, or
visit www.mheducation.com/about/accessibility.html for
more information.
 Asset Alignment with
Bloom’s Taxonomy

Principles of Marketing

We Take Students Higher

As a learning science company we create content that supports higher order thinking skills. Interactive
learning tools within McGraw-Hill Connect are tagged accordingly, so you can filter, search, assign, and receive
reports on your students’ level of learning. The result—increased pedagogical insights and learning process
efficiency that facilitate a stronger connection between the course material and the student.

The chart below shows a few of the key assignable marketing assets with McGraw-Hill Connect aligned with
Bloom’s Taxonomy. Take your students higher by assigning a variety of applications, moving them from simple
memorization to concept application.

Asset Alignment with Bloom’s Taxonomy

SmartBook iSeeit! Videos Video Cases/ Marketing Marketing Mini

Analytics Analytics Plan Prep Simulation
Thinking Skills
Higher Order

Create

Evaluate

Analyze

Apply

Understand
Thinking Skills
Lower Order

Remember
SmartBook
• Adaptively aids students to study more efficiently
by highlighting where in the chapter to focus,
asking review questions and pointing them to
resources until they understand.

iSeeit! Videos
• Short, contemporary videos provide engaging,
animated introductions to key course concepts.
Available at the chapter level. Perfect for
launching lectures and assigning pre- or
post-lecture.

Video Cases & Case Analyses

• Mini-cases and scenarios of real-world firms
accompanied by questions that help students
analyze and apply marketing theory and other
core concepts.

Marketing Analytics
• These newest auto-graded, data analytics
activities challenge students to make decisions
using metrics commonly seen across Marketing
professions. The goal of this activity is to give
students practice analyzing and using marketing
data to make decisions.

Marketing Plan Prep

• These exercises use guided activities and
examples to help students understand and
differentiate the various elements of a
marketing plan.

Mini Simulation
• Marketing Mini Sims help students apply and
understand the interconnections of elements in
the marketing mix by having them take on the
role of Marketing Manager for a backpack
manufacturing company.
• Mini Sims can be assigned by topic or in its entirety.
NEW AND REVISED CONTENT
Chapter 1: Update of Chobani’s Success Story, New
Showstopper Analysis, and New Material on Ritz-
Carlton and Patagonia. Chobani’s continued success
at creating customer value is discussed and updated.
The company’s guiding mission, “Better food for more
people,” new products such as Drink Chobani, Chobani
Flip, Smooth Yogurt, and Chobani Savor, and advertis-
ing campaigns such as “Love This Life” are presented.
Discussion of Elon Musk and his success with entrepre-
neurial endeavors such as Zip2, PayPal, SpaceX, and
Tesla has been added to the Marketing and Your Career
section. New-product examples such as smart glasses
and the YoYo car subscription service have been added
to the discussion of potential “showstoppers” for new-
product launches. Discussion of the Ritz-Carlton’s use
of relationship marketing concepts and Patagonia’s
Common Threads Initiative have also been added.
Chapter 2: New IBM Video Case, Updated Chapter
Opening Example, Addition of a New Example of
Social Entrepreneurship, and New Discussion of
­
Uber’s Changing Business Definition. The Chapter 2
opening example discusses Ben & Jerry’s mission to
make fantastic, sustainable, world-changing ice cream.
Free Cone Day has been added to the discussion of cre-
ative marketing strategies used by the company to help
accomplish its mission. The social entrepreneur venture
NexGenVest has been added to the 30 Under 30 Forbes
Social Entrepreneurs discussion in the Making Responsi-
ble Decisions box. In addition, the discussion of business
definitions and business models now describes how
Uber has changed its definition from a cab service, to a
ride-sharing service, to a delivery service. The applica-
tion of the Boston Consulting Group business portfolio
model to Apple’s product line has been updated to in-
clude changes related to the Apple Watch, the iPhone,
and the iPad/iPad mini tablet devices. The end-of-chap-
ter video case is completely new, and features the recent
IBM campaign and strategy: “Let’s Put Smart to Work.”
Chapter 3: New Toyota Video Case, Update of New
Trends in Marketing, New Discussion on Generation
xii
Z, and New Discussion of Gender-Neutral Marketing
Actions. The discussion of new trends, such as the
growing popularity of brand advocates, the increasing
application of virtual reality and augmented reality,
and the surging scrutiny regarding the collection and
use of consumer data, has been updated. Generation
Z, the post-millennial generation, has been added to
the discussion of generational cohorts. The Making
Responsible Decisions box includes new examples
such as P&G’s recyclable shampoo bottles, Unilever’s
“brands with purpose,” and Apple’s “greenest building
on the planet.” New gender-neutral marketing actions
have been added to the Culture section. A discussion
of new trends in technology, such as the growth of au-
tomation (e.g., autonomous cars, drones, and robots),
digital assistants (e.g., Amazon’s Alexa), and wearable
technology, has also been added. In addition, the
chapter ends with a completely new video case about
Toyota, its transition to a “mobility” company, and its
marketing activities related to the hydrogen fuel-cell
vehicle, the Mirai.
Chapter 4: New Section on Consumer Touchpoints
and Consumer Journey Maps, and New Figure to Il-
lustrate a Consumer Journey Map. A new section de-
scribes consumer touchpoints, the product, service, or
brand points of contact with a consumer, and consumer
journey maps, the visual representation of all touch-
points where a consumer comes into contact with a
company’s products, services, or brands. The new
­Figure 4–4 illustrates consumer touchpoints and a con-
sumer journey map for electronic devices sold by Apple
in stores. The Marketing Matters box has been updated
to reflect the latest procedures for BzzAgents.
Chapter 5: New Examples Including Lockheed Mar-
tin and BMW, and Updated Marketing Matters Box
Regarding eBay Business Supply. The description of
government markets has been updated to include the
Orion Multi-Purpose Crew Vehicle being developed
by Lockheed Martin. In addition, the Buyer–Seller
Relationship section now includes GT Advanced
Technology’s $578 million contract with Apple to pro-
duce iPhone camera lenses and screens as an exam-
ple of a long-term agreement. BMW’s purchase of a
Cloud-based data management system from IBM has
been added as an example of a new buy. In addition,
the Marketing Matters box has been updated to re-
flect eBay’s trading platform, eBay Business Supply,
which generates $4 billion in sales annually.
Chapter 6: Updated Chapter Opening Example
­Regarding Amazon in India, and Addition of UK
Withdrawal from the EU. The chapter opening ex-
ample is completely updated to describe the opportu-
nities and challenges Amazon faces as it invests
billions of dollars in India. The Economic Integration
among Countries section has been revised to reflect
increasing economic protectionism, including the
withdrawal of the United Kingdom from the European
Union, and discussions regarding possible changes in
the North American Free Trade Agreement. In addi-
tion, Listerine has been added as a new example of
product adaptation in the Product and Promotion
Strategies section.
Chapter 7: Updated Chapter Opening Example,
New Primary and Secondary Data Coverage, and
New Discussion of Artificial Intelligence. The chap-
ter opening example has been updated to reflect the
use of marketing research in movies such as Atomic
Blonde, Edge of Tomorrow, and War Dogs. An update
of the Secondary Data section reflects the upcoming
2020 Census. The Primary Data section has been up-
dated to include new Nielsen program ranking data,
an example of Gillette’s use of observational data, a
discussion of the growing use of neuromarketing
technologies, and a description of McDonald’s use of
test markets in developing its delivery service. In ad-
dition, artificial intelligence is discussed as part of the
Intelligent Marketing Enterprise Platform presented
in ­Figure 7–5.
Chapter 8: Update of Zappos’s Use of Behavioral
Segmentation, New Segmentation Examples, and
New Patronage Example Data. The chapter opening
example has been updated to describe how Zappos
uses behavioral segmentation to deliver “happiness”
to its customers. The Multiple Products and Multiple
Market Segments section includes a new discussion of
Ford’s shift in strategy to reduce its product line and
provide higher quality at lower prices. In addition, in
the Patronage of Fast-Food Restaurants section, the
patronage and user/nonuser data have been updated;
also, the Future Strategies for Your Wendy’s Restau-
rant section has been updated.
Chapter 9: New Discussion of the Apple-Enabled
iCar and New Marketing Matters Box Coverage of
Feature Fatigue. The chapter opening example has
been updated to include a discussion of Apple’s next
innovation—the Apple-enabled iCar. The concept of
feature bloat and fatigue is now introduced and illus-
trated in the Marketing Matters box. Keurig Kold and
the HP Tablet are introduced as examples in the
­Marketing Reasons for New-Product Failures section.
An example of the success of Aaron Krause’s Scrub
Daddy, originally pitched on Shark Tank, has been
added to the section on inventors as a source of
innovation.
Chapter 10: New Justin’s Video Case, New Material
on Gatorade’s “Smart Cap,” New Co-Branding and
Brand Dilution Coverage, and New Examples. The
Chapter 10 discussion of Gatorade in the chapter
opener now includes material on the microchip-fitted
“smart cap” and the digital sweat patch for athletes
and fitness buffs. In addition, new discussions of co-
branding and brand dilution have been added to the
Multiproduct Branding Strategy section. New examples
include Olay Skin Care Advisor, the NFL and NBA, and
P&G’s acquisition of Gillette. The chapter ends with a
new video case titled Justin’s: Managing a Successful
Product with Passion, which describes the inspiring
story of entrepreneur Justin Gold, and the application
of product management concepts to the Justin’s brand
of organic nut butters.
Chapter 11: Updated Chapter Opening Example
about VIZIO, and Discussion of Apple iPhone X, 8,
xiii
and 8-Plus Pricing. The updated chapter opening ex-
ample describes VIZIO’s approach to pricing the 50 mil-
lion HDTVs it has sold since its founding. Microsoft’s
approach to pricing its Xbox One X videogame console
is now included in the Skimming Pricing section. In ad-
dition, examples of penetration pricing, odd-even pric-
ing, standard markup pricing, and cost-plus pricing
have been updated to reflect the current marketplace.
Chapter 12: New Chapter Opening Example about
Multichannel Marketing at Eddie Bauer, Updated
Marketing Matters Box about IBM’s Watson, and
Updated Making Responsible Decisions Box. A new
chapter opening example describes Eddie Bauer’s
“brick, click, and flip” multichannel marketing strategy.
The Marketing Matters box has been updated to
­reflect IBM’s use of artificial intelligence to manage its
supply chain. In addition, the discussion of recycling
e-waste in the Making Responsible Decisions box has
been updated.
Chapter 13: Updated Chapter Opening Example
about Smart Stores, Updated Making Responsible
Decisions Box, and New Discussion about YouTube
Programming, Robocalls, and EDLP 2.0. Chapter 13
opens with a description of the potential impact of
smart stores on the customer journey. The Internet of
Things, biometric scanners, virtual reality, 3D modeling
tools, and wearable technology are discussed. The
Making Responsible Decisions box now includes infor-
mation about California’s “zero-waste” laws. New infor-
mation, such as banks’ attempts to change ATMs into
smart self-service devices, has been added to the Self-
Service section. In addition, YouTube’s live program-
ming, the FTC’s discussion regarding robocalls, and
Walmart’s development of EDLP 2.0 are discussed.
Chapter 14: Expanded Discussion about Personaliza-
tion; New Section Titled How Consumers Shop and
Buy Online, including Coverage of Social Commerce;
Broadened Implementing Multichannel Marketing
Section; and New Figure Illustrating a Multichannel
Consumer Journey Map. The Interactivity, Individuality,
and Customer Relationships in ­Marketspace section has
xiv
an expanded discussion about the differences between
collaborative filtering and personalization and includes
Sunglass Hut as an example of a company using person-
alization techniques. The use of chatbots has been added
to the Communication section. A new section titled How
Consumers Shop and Buy Online has been added and
covers social commerce—the use of social networks for
browsing and buying. In addition, the Implementing
­Multichannel Marketing section has been rewritten with
new coverage of cross-channel consumer behavior,
­mutually reinforcing channels, and monitoring and mea-
suring channel performance. New Figure 14–5 illustrates
a multichannel marketing consumer journey map. This
chapter was previously located later in the sequence of
chapters and has been moved to follow coverage of mar-
keting channels and supply chains (now Chapter 12) and
retailing and wholesaling (now Chapter 13).
Chapter 15: Updated Chapter Opening Example,
New Advertisements, New Example of an IMC
­Program for a Movie, and New Discussion of the
Media Agency of the Year. The chapter opening ex-
ample has been completely updated to reflect Taco
Bell’s recent IMC activities. The company’s Love &
­Tacos Contest; new restaurant in Las Vegas; Happily
Ever After sweepstakes; superbowl ads; collabora-
tions with Sony, the NBA, and Airbnb; and social ­media
tactics such as Taco Tales and Clip Show posts are all
discussed. New advertisements include examples
from The North Face, Sony, and Humira. The IMC pro-
gram used to promote the movie Star Wars: The Last
Jedi has been added to the Scheduling the Promotion
section. In addition, the work of Advertising Age’s
­Media Agency of the Year, PHD Media, is discussed.
Chapter 16: Updated Chapter Opening Example
about Virtual Reality and Augmented Reality in Ad-
vertising, New Advertisements and Sales Promo-
tion Examples, and New Discussion of the
Advertising Agency of the Year. The growing impact
of virtual reality (VR) and augmented reality (AR) on
advertising is discussed in the chapter opening exam-
ple. New examples of VR and AR campaigns include
McDonald’s Happy Goggles and Lowe’s Holoroom.
Coverage includes new advertising examples from
Mercedes-Benz, Progressive, Duracell, Milk Life, Ama-
zon, AG, and Sonos and new sales promotion exam-
ples from Nabisco and Ben & Jerry’s. The Identifying
the Target Audience section now includes Mountain
Dew and Lululemon campaigns as examples, and the
Message Content section includes a discussion of
the increasing use of gender—neutral advertising. The
chapter also includes new discussion of Advertising
Age’s Agency of the Year—Anomaly. In addition, the
results of a recent Association of National Advertisers
survey about the most common forms of compensa-
tion for ad agencies are discussed.
Chapter 17: New Body Glove Video Case, New Dis-
cussion on Internet-Connected Cars, New Section
on Influencer Marketing, New Material on Live
Streaming at Facebook, and Updated Marketing
Matters Box on Vloggers. Chapter 17 opens with a
discussion of the new level of mobile marketing en-
abled by Internet-connected cars. The discussion ad-
dresses three channels that can reach cars—social
media, e-mail, and messaging apps. In addition, a new
section titled Emergence of Influencer Marketing ad-
dresses the growth of social media influencers such as
Kendall Jenner who has close to 100 million Instagram
followers. New discussions about Facebook’s privacy
protection, its new dating feature, and Facebook Live
have been added to the section on Mobile Marketing
at Facebook. The overview of Twitter now includes an
example of teenager Carter Wilkerson obtaining
enough retweets to win free chicken nuggets for a
year. The Marketing Matters box has been updated to
describe how vloggers are becoming the online ver-
sion of traditional celebrities and the Pepsi MAX
“Friend Finder” YouTube video is included as an ex-
ample of Pepsi’s use of social media. The revised sec-
tion titled Social Media Marketing Programs and
Customer Engagement introduces new key terms
and definitions for social media marketing programs
and customer engagement. The chapter ends with a
new video case about Body Glove and the role social
­media play in the company’s marketing plan.
Chapter 18: New Material on Upselling and Cross-
Selling, Updated Marketing Matters Box, and New
Discussion of Customer Relationship Marketing
Systems and Technology, including Sales Force Au-
tomation, Marketing Automation, and Customer
Service and Support Automation. The Consultative
Selling section now includes discussion of upselling
and cross-selling. The Marketing Matters box has been
updated to include the most recent emotional intelli-
gence test and the current link. In addition, the discus-
sion of CRM systems and technology includes new
material on the consolidation of customer and sales
information, how marketing automation emphasizes
sophisticated analytical techniques to track the behav-
ior of anyone showing an interest in a product or
­service, and how customer service and support auto-
mation provides services such as “live chat.”
xv
INSTRUCTOR RESOURCES

Test Bank Video Cases

Instructor’s Manual
We offer almost 5,000 test A unique series of 18 marketing
The IM includes lecture
questions categorized by video cases includes new
notes, video case teaching
topic, learning objectives, videos featuring IBM, Toyota,
notes, and In-Class Activities.
and level of learning. Justin’s, and Body Glove.

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 8/e
Instructor
Resources
Connect, LearnSmart,
and SmartBook
The unique content platform
delivering powerful technical
resources and adaptive
learning solutions. Includes
new Marketing Analytics
Exercises.
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 com-
pany. 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.

Marketing Mini Sims—Now Assignable within Connect!

Marketing Mini Sims are building-block sims based on our full Practice Marketing
simulation that require students to take on the role of a marketing decision maker
for a backpack manufacturing company. Each of the 9 Mini Sims focuses on one
aspect of the marketing mix and serves to both reinforce the understanding of key
concepts as well as allow students to make business decisions.
To view a demonstration video and/or see a list of available simulations, please
visit the McGraw-Hill Marketing Discipline Landing page at http://bit.ly/
MHEmarketing

xvi
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, 8th 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 the 8th and previous editions
and its supplements include:

A. Diane Barlar Blaise Waguespack Jr. Christopher Ziemnowicz

Abe Qastin Bob Dahlstrom Chuck Pickett
Abhay Shah Bob Dwyer Cindy Leverenz
Abhi Biswas Bob E. Smiley Clare Comm
Abhik Roy Bob McMillen Clark Compton
Adrienne Hinds Bob Newberry Clay Rasmussen
Ahmed Maamoun Brent Cunningham Clint Tankersley
Al Holden Brian Kinard Clyde Rupert
Alan Bush Brian Murray Connie Bateman
Alexander Edsel Bronis J. Verhage Corinne Asher
Alicia Revely Bruce Brown Craig Stacey
Allan Palmer Bruce Chadbourne Cristanna Cook
Allen Smith Bruce Ramsey Cydney Johnson
Amy Frank Bruce Robertson Dan Darrow
Anand Kumar Bryan Hayes Dan Goebel
Andrei Strijnev Carl Obermiller Dan Sherrel
Andrew Dartt Carmen Powers Dan Toy
Andrew Thacker Carmina Cavazos Daniel Butler
Andy Aylesworth Carol Bienstock Daniel Rajaratnam
Angela Stanton Carol M. Motley Darrell Goudge
Anil Pandya Carolyn Massiah Dave Olson
Ann Kuzma Casey Donoho David Erickson
Ann Little Catherine Campbell David Gerth
Ann Lucht Cathie Rich-Duval David J. Burns
Ann Veeck Cathleen H. Behan David Jamison
Annette George Cathleen Hohner David Kuhlmeier
Anthony Koh Cecil Leonard David Smith
Anthony R. Fruzzetti Cesar Maloles David Terry Paul
Aysen Bakir Charla Mathwick Deana Ray
Barbara Evans Charles Bodkin Deb Jansky
Barbara Ribbens Charles Ford Debbie Coleman
Barnett Greenberg Charles Schewe Debra Laverie
Barry Bunn Cheryl Stansfield Deepa Pillai
Bashar Gammoh Chiranjeev Kohli Dennis Pappas
Beibei Dong Chris Anicich Dennis Rosen
Ben Oumlil Chris Ratcliffe Diana Joy Colarusso
Beth Deinert Christie Amato Diane Dowdell
Bill Curtis Christine Lai Diane T. McCrohan
Bill Murphy Christopher Blocker Don Weinrauch
Bill Peterson Christopher Kondo Donald Chang

xvii
Donald F. Mulvihill George Young Jane Cromartie
Donald Fuller Gerald O. Cavallo Jane Lang
Donald G. Norris Gerard Athaide Jane McKay-Nesbitt
Donald Hoffer Gerald Waddle Janet Ciccarelli
Donald Larson Glen Brodowsky Janet Murray
Donald R. Jackson Glen Gelderloos Janice Karlen
Donald V. Harper Godwin Ariguzo Janice Taylor
Donna Wertalik Gonca Soysal Janice Williams
Doris M. Shaw Gordon Mosley Jarrett Hudnal
Dotty Harpool Greg Kitzmiller Jason Little
Douglas Kornemann Guy Lochiatto Jay Lambe
Duncan G. LaBay Harlan Wallingford Jean Murray
Eberhard Scheuling Harold Lucius Jean Romeo
Ed Gonsalves Harold S. Sekiguchi Jeanne Munger
Ed Laube Havva Jale Meric Jeff Blodgett
Ed McLaughlin Heidi Rottier Jeff Finley
Eddie V. Easley Heikki Rinne Jeffrey W. von Freymann
Edna Ragins Helen Koons Jefrey R. Woodall
Edwin Nelson Herbert A. Miller Jennie Mitchell
Elaine Notarantonio Herbert Katzenstein Jennifer Nelson
Eldon L. Little Howard Combs Jerry Peerbolte
Elena Martinez Hsin-Min Tong Jerry W. Wilson
Elizabeth R. Flynn Hugh Daubek Jianfeng Jiang
Ellen Benowitz Imran Khan Jim McHugh
Eric Ecklund Irene Dickey Jo Ann McManamy
Eric Newman Irene Lange Joan Williams
Eric Shaw Ismet Anitsal Joanne Orabone
Erin Baca Blaugrund J. Ford Laumer Jobie Devinney-Walsh
Erin Cavusgil Jacqueline Karen Joe Cronin
Erin Wilkinson Jacqueline Williams Joe Kim
Ernan Haruvy James A. Henley Jr. Joe M. Garza
Eugene Flynn James A. Muncy Joe Puzi
Farrokh Moshiri James C. Johnson Joe Ricks
Fekri Meziou James Cross Joe Stasio
Frances Depaul James Garry Smith John Benavidez
Francis DeFea James Gaubert John Brandon
Francisco Coronel James Ginther John C. Keyt
Frank A. Chiaverini James Gould John Coppett
Fred Honerkamp James H. Barnes John Cox
Fred Hurvitz James H. Donnelly John Finlayson
Fred Morgan James L. Grimm John Fitzpatrick
Fred Trawick James Lollar John Gaskins
Frederick J. Beier James Marco John H. Cunningham
Gail M. Zank James McAlexander John Kuzma
Gary Carson James Meszaros John Penrose
Gary F. McKinnon James Munch John Striebich
Gary Law James Olver Jonathan Hibbard
Gary Poorman James P. Rakowski Joseph Belonax
Gary Tucker James V. Spiers Joseph Defilippe
George Kelley James Wilkins Joseph Myslivec
George Miaoulis James Zemanek Joseph Wisenblit

xviii
Juan (Gloria) Meng Kunal Sethi Mary Schramm
Judy Bulin Lan Wu Mary Tripp
Judy Foxman Larry Borgen Matt Meuter
Judy Wagner Larry Carter Max White
Julie Haworth Larry Feick Mayukh Dass
Julie Sneath Larry Goldstein Melissa Clark
Jun Ma Larry Marks Melissa Moore
June E. Parr Larry Rottmeyer Michael Callow
Karen Becker-Olsen Laura Dwyer Michael Drafke
Karen Berger Lauren Wright Michael Fowler
Karen Flaherty Lawrence Duke Michael Mayo
Karen Gore Lawrence Marks Michael Peters
Karen LeMasters Lee Meadow Michael Pontikos
Kasia Firlej Leon Zurawicki Michael R. Luthy
Katalin Eibel-Spanyi Leonard Lindenmuth Michael Swenson
Kathleen Krentler Leslie A. Goldgehn Michelle Kunz
Kathleen Stuenkel Leta Beard Michelle Wetherbee
Kathleen Williamson Linda Anglin Mike Hagan
Kathryn Schifferle Linda M. Delene Mike Hyman
Kathy Meyer Linda Morable Mike Luckett
Katie Kemp Linda Munilla Milton Pressley
Kay Chomic Linda N. LaMarca Miriam B. Stamps
Kaylene Williams Linda Rochford Nadia J. Abgrab
Keith B. Murray Lindell Phillip Chew Nancy Bloom
Keith Jones Lisa M. Sciulli Nancy Boykin
Keith Murray Lisa Siegal Nancy Grassilli
Kellie Emrich Lisa Simon Nanda Kumar
Ken Crocker Lisa Troy Nathan Himelstein
Ken Fairweather Lisa Zingaro Neel Das
Ken Herbst Lori Feldman Nikolai Ostapenko
Ken Murdock Lowell E. Crow Norman Smothers
Ken Shaw Lynn Harris Notis Pagiavlas
Kenneth Goodenday Lynn Loudenback Ottilia Voegtli
Kenneth Jameson Marc Goldberg Pamela Grimm
Kenneth Maricle Maria McConnell Pamela Hulen
Kerri Acheson Maria Randazzo-Nardin Parimal Bhagat
Kevin Feldt Maria Sanella Pat Spirou
Kevin W. Bittle Marilyn Lavin Patricia Baconride
Kim Montney Mark Collins Patricia Bernson
Kim Richmond Mark Weber Patricia Manninen
Kim Sebastiano Mark Young Paul Dion
Kim Wong Martin Bressler Paul Dowling
Kimberly D. Smith Martin Decatur Paul Jackson
Kimberly Grantham Martin St. John Paul Londrigan
Kin Thompson Marton L. Macchiete Paul Myer
Kirti Celly Martyn Kingston Peter J. McClure
Koren Borges Marva Hunt Philip Kearney
Kristen Regine Mary Ann McGrath Philip Parron
Kristine Hovsepian Mary Beth DeConinck Philip Shum
Kristy McManus Mary Conran Phyllis Fein
Kumar Sarangee Mary Joyce Phyllis McGinnis

xix
Poh-Lin Yeoh Ruth Ann Smith Teri Root
Pola B. Gupta Ruth Rosales Terrance Kevin McNamara
Priscilla G. Aaltonen Ruth Taylor Terry Kroeten
Priscilla LaBarbera S. Choi Chan Theodore Mitchell
Priyali Rajagopal S. Tamer Cavusgil Theresa Flaherty
Rae Caloura Sally Sledge Thom J. Belich
Rajesh Iyer Samuel E. McNeely Thomas Brashear
Rajiv Kashyap Sanal Mazvancheryl Thomas L. Trittipo
Ram Kesaran Sandipan Sen Thomas M. Bertsch
Randall E. Wade Sandra Robertson Thomas Passero
Randy Stuart Sandra Smith Tim Aurand
Ravi Shanmugam Sandra Young Tim Landry
Raymond Marzilli Sang Choe Timothy Donahue
Reid Claxton Sanjay S. Mehta Timothy Reisenwitz
Renee Foster Santhi Harvey Tina L. Williams
Renee Pfeifer-Luckett Scott Cragin Tino DeMarco
Rex Moody Scott Swan Tom Castle
Rhonda Mack Scott Thorne Tom Deckelman
Rhonda Taylor Shabnam Zanjani Tom Marshall
Richard C. Leventhal Sheila Wexler Tom Rossi
Richard D. Parker Sherry Cook Tom Stevenson
Richard Hansen Siva Balasubramanian Tom Thompson
Richard Hargrove Soon Hong Min Tracy Fulce
Richard J. Lutz Srdan Zdravkovic Vahwere Kavota
Richard Lapidus Stacia Gray Van R. Wood
Richard M. Hill Stan Garfunkel Vicki Rostedt
Richard Penn Stan Scott Victoria Miller
Rick Sweeney Starr F. Schlobohm Vincent P. Taiani
Rita Dynan Stephen Calcich Vladimir Pashkevich
Robert C. Harris Stephen Garrott Vonda Powell
Robert Jones Stephen Pirog Walter Kendall
Robert Lawson Stephen W. Miller Wendy Achey
Robert Luke Steve Hertzenberg Wendy Wood
Robert Morris Steve Taylor Wesley Johnston
Robert S. Welsh Steven Engel William B. Dodds
Robert Swerdlow Steven Moff William Brown
Robert W. Ruekert Sudhir Karunakaran William D. Ash
Robert Williams Sue Lewis William Foxx
Robert Witherspoon Sue McGorry William G. Browne
Roberta Schultz Sue Umashankar William G. Mitchell
Roger McIntyre Suman Basuroy William J. Carner
Roger W. Egerton Sundaram Dorai William Motz
Ron Dougherty Sunder Narayanan William Pertula
Ron Hasty Susan Godar William R. Wynd
Ron Larson Susan Peterson William Rodgers
Ron Weston Susan Sieloff William S. Piper
Ronald A. Feinberg Susan Stanix Wilton Lelund
Ronald Michaels Susie Pryor Yi He
Rosemary Ramsey Suzanne Murray Yue Pan
Roy Adler Sylvia Keyes Yunchuan Liu
Roy Klages Tamara Masters

xx
Thanks are due to many people, including current and past students, marketing educa-
tors around the globe, university staff, business journal and periodical authors, company
representatives, and marketing professionals of every kind. Their assistance has been
essential in our efforts to continue to provide the most comprehensive, up-to-date, and
integrated teaching and learning package available. We have been fortunate to have so
many people be part of our team! In particular, however, we continue to benefit from the
insights and guidance of our long-time friend, colleague, and coauthor, William Rudelius.
His contributions to the textbook are truly timeless.

Nancy Harrower of Concordia University, St. Paul, led our efforts on the Instructor’s Man-
ual, the PowerPoint slides, the In-Class Activities, and the new Digital In-Class Activities.
In addition, she provides the content for our blog (kerinmarketing.com). Tia Quinlan-
Wilder of the University of Denver was responsible for the Test Bank and Quizzes and the
LearnSmart component of our interactive learning package. Erin Steffes of Towson
­University was responsible for the Connect application exercises and the new Marketing
Analytics exercises. All of these professors are exceptional educators and we are very
fortunate that they are part of our team. Michael Vessey, our long-time collaborator who
recently passed away, also provided assistance in the preparation of materials that are
still in use.

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
­Cities; Nancy Nentl of Metropolitan State University; Leslie Kendrick of Johns Hopkins
University; 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
Productions, 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 Ann Rubin, Teresa Yoo, and Kathleen Cremmins of IBM;
Jana Hartline, Rommel Momen, Joanie Swearingen, and Amy Ulloa of Toyota; Justin Gold
and Mike Guanella of Justin’s; Lisa Selk of CytoSport; Jeff Ettinger of Hormel; Russ Lesser,
Billy Meistrell, Nick Meistrell, and Jenna Meistrell of Body Glove; Peter Maule of Marquee
Brands; Daniel Jasper, Jill Renslow, and Sarah Schmidt of Mall of America; Mike Pohl of
ACES Flight Simulation; Chris Klein, Jaime Cardenas, Casey Leppanen, Heather Peace,
and Lori Nevares of LA Galaxy; Ian Wolfman and 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;
Brian Niccol of Pizza Hut; Tom Cassady of JCPenney, Inc.; 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 Nick Naumann of Altus Marketing
and Business Development; and Nelson Ng from Dundas Data Visualization, Inc.

Those who provided the resources for use in the Marketing: The Core, 8th edition text-
book, 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; 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 Reh-
borg of Schwan’s Consumer Brands (Tony’s Pizza); Jennifer Olson of Experian Simmons;

xxi
 Kitty Munger and Mary Wykoff of Wendy’s; Mark Heller of RetailSails; Nicky Hutcheon of
ZenithOptimedia; 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 Data and Marketing Association; and Elizabeth Clendenin of
­Unilever (Caress).

We also want to thank the following people who generously provided assistance with our
Marketing: The Core, 8th 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, formerly 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 Worldwide (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); and 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 Gabriela Barcenas
for their many contributions.

Checking countless details related to layout, graphics, and photos, and managing last-
minute text changes is essential for a sound and accurate textbook. This also involves
coordinating activities of authors, designers, editors, compositors, and production spe-
cialists. Christine Vaughan, our lead content project manager, of McGraw-Hill Education’s
production staff provided the necessary oversight and attention to detail while retaining
an extraordinary level of professionalism, often under tight deadlines. We are very fortu-
nate that Christine was part of our team. 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
included Susan Gouijnstook, Meredith Fossel, Nicole Young, Kelly Pekelder, Danielle
Clement, Susan Culbertson, Matt Diamond, Carrie Burger, and many others. In addition,
we relied on David Tietz for constant attention regarding the photo elements of the text,
and Claire Hunter for management of the details of the online authoring system. Handling
the countless details of our text, supplement, and support technologies has become an
incredibly complex 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 26
Appendix A Building an Effective Marketing Plan 56
3 Understanding the Marketing Environment, Ethical Behavior,
and Social Responsibility 72

Part 2 Understanding Buyers and Markets

4 Understanding Consumer Behavior 98
5 Understanding Organizations as Customers 128
6 Understanding and Reaching Global Consumers and Markets 148

Part 3 Targeting Marketing Opportunities

7 Marketing Research: From Customer Insights to Actions 178
8 Market Segmentation, Targeting, and Positioning 210

Part 4 Satisfying Marketing Opportunities

9 Developing New Products and Services 236
10 Managing Successful Products, Services, and Brands 266
11 Pricing Products and Services 298
12 Managing Marketing Channels and Supply Chains 324
13 Retailing and Wholesaling 350
14 Implementing Interactive and Multichannel Marketing 378
15 Integrated Marketing Communications and Direct Marketing 402
16 Advertising, Sales Promotion, and Public Relations 428
17 Using Social Media and Mobile Marketing to Connect
with Consumers 460
18 Personal Selling and Sales Management 488
Appendix B Planning a Career in Marketing 516

Glossary 531
Name Index 539
Company/Product Index 549
Subject Index 558

xxiii
DETAILED CONTENTS
Part 1 Initiating the Marketing Process
1 CREATING CUSTOMER RELATIONSHIPS AND
VALUE THROUGH MARKETING 2
Creating Customer Value: The Chobani Way! 2
Creating an Exceptional Product 2
Connecting with Customers 2
Chobani Today 3
Chobani, Marketing, and You 4
sion for
ndareff/Invi What Is Marketing? 4
©Diane Bo ges
P Im a
Chobani/A 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 8
Satisfying Consumer Needs 10
The Marketing Program: How Customer Relationships Are Built 11
Relationship Marketing: Easy to Understand, Hard to Do 11
The Marketing Program and Market Segments 12
3M’s Strategy and Marketing Program to Help Students
Study 13
How Marketing Became So Important 15
Evolution of the Market Orientation 15
Focusing on Customer Relationship Management 15
Ethics and Social Responsibility in Marketing: Balancing the
Interests of Different Groups 16
The Breadth and Depth of Marketing 17
Learning Objectives Review 18
Learning Review Answers 19
Focusing on Key Terms 19
Applying Marketing Knowledge 20
Building Your Marketing Plan 20
Video Case 1: Chobani®: Making Greek
Yogurt a Household Name 20

Chapter Notes 24

2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND

MARKETING STRATEGIES 26
Ben and Jerry Are on a Mission: To Make Fantastic, Sustainable,
World-Changing Ice Cream 26
n/Evelyn
ill Educatio Today’s Organizations 28
©McGraw-H to g ra pher
sey, Pho
Nicole Kirk Kinds of Organizations 28

xxiv
Another random document with
no related content on Scribd:
space will not permit. An idea, however, can be obtained of the
various forms of screw propellers patented in England before 1850
from the plate facing page 118, to which we have already called
attention.
The lower illustration facing page 120, which is taken from a
contemporary aquatint, shows the Archimedes on her voyage from
London to Portsmouth in the year 1839, when she attained a speed
of eight knots against both wind and tide. Facing page 122 is
reproduced a model of her stern framing before being planked up.
As a further test of this screw idea Wimshurst, who had built the
Archimedes, launched the Novelty in 1839, a much larger vessel
than her predecessor. The Novelty will be seen in the next
illustration, and in her we see the “screw” vanishing and becoming
more assimilated to the modern propeller. Originally the corkscrew
shape entitled it to be called a screw; but the evolution of time and
experience has now considerably altered this. It will be noticed that
in the Archimedes the screw is a little distance away from the stern-
post, but as seen in the Novelty the propeller is put right close up
against it. This Novelty was the first cargo steamer fitted with a
screw, and made her inaugural trading voyage from London to
Constantinople and back with entire success. She is interesting also
as having been the first ship to be fitted with an iron mast. This
material was employed for the mizen, the other masts were of wood;
her rig was that of a barque. For some years after the introduction of
the screw, and so long as sails were still retained as auxiliaries, there
had to be some means of overcoming the resistance of the screw
when not in use and the ship was proceeding under sail power. This
was done either by fixing the blades so that they caused the
minimum drag, or by lifting the screw into a well. The Novelty lifted
hers on deck over the quarter by means of davits. This arrangement
will also be seen in the illustration. This idea is now obsolete, since
sails are but rarely employed as auxiliaries.
 STERN OF THE “ARCHIMEDES.”
From the Model in the Victoria and Albert Museum.

THE “NOVELTY” (1839).

From the Model in the Victoria and Albert Museum.

Now the introduction of the propeller was not so simple an event

as the reader might imagine. Ordinarily, one is tempted to argue that
it was merely a case of putting the power aft instead of at either side,
as in the use of the paddle-wheels. But, in fact, the introduction of
the screw opened up a new set of problems connected with ship
design. In the early days the design of a ship’s stern, both in the
sailing ship and the steamer, was badly neglected. Later on the
improved lines of the clipper sailing ships certainly did much to
improve matters. I referred at the beginning of the previous chapter
to the manner in which a vessel going ahead moves the water in
which she floats, and how the eddies round the stern impede her
advance. Now when a propeller revolves, much of its power is, even
nowadays, wasted by what is called “slip”—that is to say, by the
yielding of the water so that the screw does not progress to the full
extent of its “pitch.” (The “pitch” of a propeller is the amount of
distance which is represented by one whole turn of the thread. We
could measure, for instance, the “pitch” of a corkscrew by the
distance which it would penetrate in a cork.) Even after years of
experiments and improvements the wake at the end of a steamship
tends to reduce the speed of the water past the propeller, but when
first the screw experiments were conducted the design of the
afterbody of a ship’s hull was so carelessly considered that the “slip”
of the propeller was considerable. There is also to be taken into
account the fact that by the rounding in of the “stream lines” at the
stern the vessel receives a pressure which helps her forward. When,
however, a propeller is added to a ship and set in motion it disturbs
this helping-forward movement, and in a ship fitted with only a single
screw this disturbance is even greater than in a twin-screw steamer,
because the latter has her propellers placed well out, away from the
hull. We need not here pursue the subject further; it is enough now
to show that every improvement in the steamship began a new
chapter of problems, introduced difficulties that could never have
been anticipated, which time and patience alone can solve
satisfactorily.
And so we come to the construction of the Great Britain, of which
the model is illustrated opposite page 126. Let us recollect that it was
only in 1836 that the little six-ton launch Francis Smith had been
built, and that it was only three years later that the Archimedes
showed by her successful voyages that the screw method of
propulsion was no fanciful, impracticable theory. In this same year,
1839, there began to be built a still more wonderful screw steamer.
The Great Western Steamship Company had already been so
satisfied with the Great Western that they believed that a far larger
ship would be even still more profitable. Therefore, Brunel was again
consulted, and he reported that already the furthest limit of long
ships built of wood was reached. There was no alternative but to
construct her of iron, for the reasons that I explained some time
since. Iron had already been used in ship-building for barges and
also for steamboats, but on no large scale. Aaron Manby, in
conjunction with Charles Napier, had built the first iron steamboat as
far back as 1821. This ship had been conveyed in sections from
Horseley, where she was made, to the Surrey Canal Dock, and there
put together. After being tried on the Thames on May 9th, 1822, she
steamed away the next month with Napier in command, and Manby
as engineer, arriving in Paris on the eleventh of the same month.
She was thus not merely the first iron steamship, but the first iron
ship that ever put to sea. For the next twenty years she continued to
ply on the Seine. Napier was the financier of the attempt to promote
iron steamers on the French river, but by 1827 the slump in the
steamboat had taken an acute form, and he was left a comparatively
poor man. But in 1832 the Lady Lansdowne was built by John Laird
of Birkenhead for the City of Dublin Steam Packet Company, and
she was the first iron steamer constructed with the intention of
performing sea-service. She was a paddle-boat, and measured 133
feet long, 17 feet wide, with a tonnage of 148 and a nominal horse-
power of 90. Later still the Robert F. Stockton, to which we have
alluded, was also of iron.
But the Great Britain was to be 322 feet long, with a beam of
50½ feet, and a displacement of 3,618 tons, with a cargo capacity of
1,200 tons, able to carry also 1,000 tons of coal, and 260
passengers. To build such a big lump of a boat as this was to be a
very grave undertaking indeed. In fact, no contractor could be found
who would undertake the construction of the ship or her engines.
She was something out of the unknown; there were no data upon
which to base calculations. Brunel, therefore, made out the designs
and the Great Western Company with great daring proceeded to lay
down plans for building her themselves at Bristol. This was in 1839.
It was intended to give her the usual paddle-wheel engines, but the
Archimedes arrived at this port, and the success of her screw
propulsion caused Brunel to modify his designs so that the Great
Britain should become not only the largest iron ship ever built, but
the largest screw steamer.
It was originally intended to name her the Mammoth, but she had
better been called the White Elephant, for all the use she was
afterwards to her owners. Her rig was like nothing afloat, and the
vocabulary of nautical terms contains no adequate description. From
our illustration it will be seen that she had six masts. On all except
the second she carried fore-and-aft canvas, but this second mast
carried two yards and square sails. Forward she had a bowsprit and
triangular headsails. In sail area alone she carried 1,700 yards of
canvas, and in length the hull was 100 feet in excess of the largest
line-of-battleship afloat. She was actually floated on July 19th, 1843,
but it was not until December of the following year that she was able
to enter the river, owing to the delay in the alteration of the dock. In
the meantime her engines had been put aboard, and on July 26th,
1845, after trips to London and Liverpool, she left the latter port with
sixty passengers, and 600 tons of cargo for the Atlantic run. She
arrived in New York after a fifteen days’ passage, with an average
speed of 9¼ knots. On the homeward voyage her best day’s run was
287 miles. The illustration facing page 126 is from a model of her six-
bladed propeller, with which originally she was fitted; but on one of
her voyages she had the misfortune to break this and proceeded to
Liverpool under her canvas. A new propeller was then fitted which
had but four blades, but later on she again resorted to the original
number. She continued her Atlantic voyages until 1846, when she
ran ashore off the Irish coast in Dundrum Bay during the month of
September, and remained for eleven months exposed to the terrible
wintry weather; but Brunel had a wooden breakwater, loaded with
stones, constructed round her, and she was eventually re-floated
and taken to Liverpool, and though her bottom was naturally
considerably damaged, yet the mere fact that she had been able to
survive at all showed that confidence might be placed in iron as a
material for ship-building. But by this time her owners had had
enough of her, and she was sold for less than one quarter of the
£100,000 she had cost. After alterations to her rig and her engines,
she was employed in the Australian trade. She was next relieved of
her engines, and turned into a sailing vessel, and then used as a
coal-hulk off the Falkland Islands. Finally she was broken up at
Barrow.

THE “GREAT BRITAIN” (1843).

From the Model in the Victoria and Albert Museum.
 PROPELLER OF THE “GREAT BRITAIN.”
From the Model in the Victoria and Albert Museum.

But apart from her size, the Great Britain possessed other novel
features which are worthy of notice. We have already remarked that
as the length of ships increased, so did the longitudinal strain, and
new methods had to be devised in order to overcome this. The Great
Britain was specially strengthened longitudinally, and furthermore
she was divided into five water-tight compartments. The original
purpose of transverse bulkheads was that if a vessel were holed by
collision or grounding, or—in the case of naval vessels—pierced by
shell, she might yet remain afloat. Nowadays they do more than this,
for, when carried up to the strong deck, they add to the longitudinal
strength of the ship. The Great Britain also possessed another
novelty, in bilge keels, which extended for about one-third of her
length. The object of these, which are so well-known a feature of
modern steamships, was to lessen rolling. Her bulwarks consisted of
iron rails with netting running round the ship. Here, again, was a new
departure. In the older ships the heavy wooden bulwarks were a relic
of the days when the guns were sheltered behind them; but from the
view of seaworthiness they were really a false safety. If a heavy sea
were shipped, the water was held in and not allowed to get away
easily; in the case of the Great Britain the water could escape just as
quickly as it came aboard.
Facing page 128 will be seen a reproduction of a model of the
Great Britain’s engines, as originally placed in her before she ran
ashore. Steam was generated in a double-ended boiler. The nominal
horse-power was 1,000, but twice that amount could be obtained,
and a speed of over 12 knots. There were four direct-acting cylinders
—of which two will be seen in the foreground of the illustration—
placed as low down in the ship as possible. The early engines which
were used for the screw did not drive the latter directly, and on
reference to the illustration it will be seen that in the centre of the
crank shaft was a drum, which was connected with another drum just
below it on the propeller shaft by means of four chains.
When referring to the side-lever engines in a former chapter, I
drew attention to the fact that in spite of their virtues they had the
great drawback of taking up a great deal of space. The second
illustration facing page 128 represents an attempt to overcome this
disadvantage. As will be seen on examining the lower part of the
engines, the lever has now become very small in size. It will be
noticed that there are two inverted cylinders, whose piston-rods are
connected by a cross-head, the latter being guided by lever parallel
movement, and from it the power was conveyed by means of a
connecting rod to the crank on the paddle-wheel shaft. The
connecting rod can be seen between the two cylinders in the
illustration. These engines were made in 1843 for the Helen
McGregor, a paddle-steamer engaged in the Hull-Hamburg trade.
She was of 573 tons, and was one of the largest ships of her class.
ENGINES OF THE “GREAT BRITAIN.”
From the Model in the Victoria and Albert Museum.
 ENGINES OF THE “HELEN McGREGOR.”
From the Model in the Victoria and Albert Museum.

It was not until 1852 that the Cunard Company were so

thoroughly convinced of the capabilities of either iron ship-building or
the screw propeller as to give both a trial. Four iron screw steamers
were then built, and these were the first owned by this line which
were fitted with accommodation for emigrants. The next year six
more iron screw steamers were added, and connection formed with
the chief ports of the Mediterranean; and when the Crimean War
broke out a number of the Cunard ships were employed as
transports. But from one reason and another the screw propeller had
not found general favour among passengers. The vibration it caused,
its unpleasant “racing” in bad weather, and the new motion as
compared to that of the old paddle-wheel, allied to the usual
obstinate temperament, showed that the earlier type had still to be
retained for a while. Following on the medieval custom, the stern of
these early steamships was still regarded as the place of honour,
and the saloon passengers were accordingly placed abaft the
machinery, which was amidships. Thus placed, the traveller was
doubtfully privileged, for the close proximity of the propeller made life
on shipboard exceedingly trying to the nerves, and there were many
who, having voyaged in the old ocean-going sailing ships, looked
back with mixed feelings to the longer but less nerve-racking
journeys. The strain on the early screw engine was very
considerable when the vessel was pitching fore and aft into the
Atlantic seas. Being of comparatively small size, its movements in
such circumstances were far more lively than in a modern, lengthy
liner, which is able to stretch over a longer span. Consequently, as
the bow came down into the sea and the stern rose out, the propeller
was much more prone to race wildly, and the gearing, such as we
saw in the engines of the Great Britain, was not infrequently unable
to endure the terrible strain to which it was put. It was for this reason
that the screw engines were afterwards made direct-acting.
The Cunard Company decided to build their next ship of iron, but
with paddle-wheels. This was the Persia, launched in 1856, a vessel
of 3,300 tons burthen, with accommodation for 250 passengers. But
she was even surpassed by the Scotia, which was built in 1862, and
is interesting as being the last and the finest paddle-ship which was
ever made for their Atlantic service. An illustration of this vessel will
be found opposite page 130. She was fitted with the greatest luxury
of the time, to carry 275 cabin passengers, had seven water-tight
compartments, and a double bottom, so that even if she should have
had the bad luck to run ashore she would still most probably be able
to endure. Nowadays most steamships are fitted with this excellent
arrangement, which was first adopted in the Great Eastern, through
the ingenuity of Brunel, to which we shall refer presently. But the
Scotia turned out to be also a fast boat, and materially altered the
time spent in crossing the Atlantic; she lowered the record to just two
hours under the nine days. Her engines were of the familiar side-
lever type, and were the finest examples of their kind that were ever
made. The cylinders were 100 feet in diameter, and steam at 20 lb.
pressure was supplied by eight boilers with forty furnaces, the speed
attained being 13½ knots per hour; her daily coal consumption was
159 tons. She could carry 1,800 tons of coal, and was exceedingly
strongly constructed. We can obtain some idea of those paddle-
wheels shown in the illustration when we remark that they were no
less than 40 feet in diameter. She was afterwards turned into a
“telegraph” ship for use in cable-laying, and her paddles changed for
twin screws. It was not until about 1896 that her water-tight
bulkheads were put to practical use; for as the result of an explosion
on board of vapour from spirit her bow was blown out of her, and the
water began to rush in. Her collision bulkhead was also damaged,
but happily the second bulkhead saved the ship from foundering.

THE “SCOTIA” (1862).

From a Painting. By Permission of the Cunard Steamship Co.
 THE “PACIFIC” (1853).
From a Painting in the Victoria and Albert Museum.

Turning our attention away from the North Atlantic for a while, we
shall be able to see that steamships on other routes were now fast
passing from the olden types, when designers and builders were
working with only a minimum of data on which to base their
achievements. We have already referred to the highly important
knowledge which was gradually being obtained concerning the
relations between the hull of a ship and the water in which she is
floated. One of the greatest authorities on this subject about the
middle of the last century was John Scott Russell, who worked out a
theory regarding the resistance of the ship passing through the
water. He it was who contended that the hull should only move the
water out of the way sufficiently to allow the widest section of the
ship to pass through, and to do this in such a manner as should
cause the least amount of friction and disturbance of the water, so
that, when the ship was gone by, the particles of water should be
restored to their original quietude. It is important to bear in mind that
the design of a ship must be made with regard to the speed which it
is intended to get out of her. Thus, it is now a well-known principle
that to give a ship highly powerful engines so that she is forced
beyond her proper speed only makes the waves diverge from the
sides and waste themselves instead of travelling with the vessel and
giving it a forward impetus.
The model of the hull in the illustration facing page 134
represents the steamship Victoria, which was built in 1852 of iron,
and designed by those two great geniuses Brunel and Scott Russell
for the Australian Royal Mail Steam Navigation Company. Even the
least practised eye on looking at her lines can see that she
possessed speed, and it was this ship that gained the £500 prize
offered by the Colonies for the fastest voyage to Australia, her time
from Gravesend to Adelaide being sixty days, including two days’
delay at St. Vincent. The Victoria was designed as embodying the
wave-line theory and for a speed of ten knots. It is not necessary to
examine this model many moments before one realises how
unmistakably the clumsy, ponderous hulls so characteristic of earlier
years were now being replaced by sweet, graceful, non-resisting
features. The hull of the Victoria was separated into a dozen water-
tight compartments and displaced 3,000 tons, her length being 261
feet, with a breadth of 38 feet, or approximately seven beams to the
length. She had a two-bladed screw, and when this was not in use,
and the Victoria proceeded under sail-power alone, the propeller was
fixed vertically. Thus arranged, the ship could sail 5½ knots, but it is
interesting to remark that when the screw was allowed to revolve
freely the speed of the ship was increased another couple of knots.
 MAUDSLAY’S OSCILLATING ENGINE.
From the Original in the Victoria and Albert Museum.

ENGINES OF THE “CANDIA.”

From the Drawing in the Victoria and Albert Museum.
 It was in this ship that a type of engine was fitted to which, so far,
we have not referred. This was the oscillating kind, and was destined
to become pretty well universal in paddle-ships, though not without
serious opposition at one time. This type had been patented as far
back as 1827, by Joseph Maudslay, and in the Aaron Manby,
already mentioned, the machinery was of an oscillating nature, for
which Manby had obtained a patent in 1821, but even farther back
still—in 1785—William Murdoch had proposed the use of oscillating
cylinders. It is only fair to Maudslay to say that he had independently
worked out this arrangement, and so afforded yet another instance
of the possibility, which I have enunciated before, of different
inventors working at the same set of problems and bringing about a
similar method of solution. In the accompanying illustration is shown
Maudslay’s original oscillating engine. In this type the cylinders,
instead of being fixed, oscillate, and the necessity of the connecting
rod is dispensed with, for the cylinder is placed immediately
underneath the crank shaft, as a reference to the illustration will
show. Each cylinder is mounted on trunnions in the same manner as
a cannon, being placed at a point about the middle of the cylinder’s
length, so that it can swing, or oscillate, in such a way as to
correspond with the arc which the crank makes in its movement.
Thus there are both weight and valuable space saved. In the
instance before us the condenser is placed between the two
cylinders; the central trunnions communicate with the condenser,
and the outside trunnions with the steam pipe. But Maudslay’s
engines did not at that time find the appreciation which had been
hoped for, and it was not until 1838, when they were re-introduced
by John Penn, that they received their full favour. We shall return to
the oscillating type when we come to consider the Great Eastern.
But we may remark that the interesting steamship illustrated
opposite page 130 was also provided with the oscillating pattern.
This is the packet steamer Pacific, which was built in 1853 for the
Mediterranean service, and is another example of a vessel
constructed on the wave-line system. She was built of iron, and had
nine water-tight compartments.
The Pacific was interesting in another feature, in that she
generated her steam in four tubular boilers, each of which had five
furnaces. Briefly the evolution of the boiler had been on this wise: As
originally fitted in the Clermont and Comet it was simply a water-tank
set in brickwork, and was nearly full of water, with the fire outside, or,
to use the expression generally employed, “externally fired.” In those
days the pressure of the steam was not greater than the pressure of
the air, which we saw to be 15 lb. to the square inch. Then came a
modification of this in which the furnace was placed inside the boiler,
the advantage being that, with the water all round, the latter could be
the more readily heated. This developed into the marine “box” boiler,
with internal flat-sided flues and furnaces. This type continued to be
fairly universal until about 1845, but the utmost pressure of steam
which these were capable of enduring was not above 35 lb. or
thereabouts. But tubes instead of the flat flues began to be
introduced about the year 1850, owing to the suggestion of the Earl
of Dundonald, and these were to be of about double the diameter of
those which had been common to locomotives for the previous
twenty years. The pressure was soon raised considerably, but there
was a strong prejudice against using high pressures at sea, and the
idea was not encouraged.

THE “VICTORIA” (1852).

From the Model in the Victoria and Albert Museum.
 THE “HIMALAYA” (1853).
From the Model in the Victoria and Albert Museum.

COASTING CARGO STEAMER (1855).

From the Model in the Victoria and Albert Museum.

In the same year that the Pacific took the water was launched
the Himalaya, of which a beautiful little model is here illustrated. She
was built for the P. and O. Line. This fine ship-rigged steamship was
constructed of iron at Blackwall in 1853, and in the following year
was bought by the British Government and steamed away from
Plymouth with soldiers for the Crimea. She was of 4,690 tons
displacement, and in that year made a record run from Gibraltar at
an average speed of 13½ knots. Originally she had been built for
carrying both cargo and passengers, but now she is, or was, ending
her sphere of usefulness as a coal hulk at Devonport. Her coal
“endurance”—she could carry 1,200 tons—made her a valuable
asset, and her six water-tight bulkheads rendered her still more
efficient. As will be seen from the illustration, she had a single
propeller, and this was driven by yet another type of engine, which
we have now to consider. We refer to the vertical trunk engine. We
shall be able to understand this better if we examine the illustration
facing page 132, which reproduces a drawing of a similar type of
engines installed in the P. and O. Candia, built a year later than the
Himalaya. In the trunk engine the piston-rod was done away with, so
that the connecting rod is attached directly to the piston within a
trunk or tube. This trunk passes through a steam-tight stuffing-box in
the cylinder cover, and is made wide enough to allow of the lateral
vibrations of the connecting rod inside. As long as steam pressures
did not exceed 35 lb. this proved to be satisfactory; but the friction of
the stuffing-boxes when they became of large dimensions was a
serious drawback. The Candia, for which these engines were made,
was a screw ship, and the cylinders were placed in a fore-and-aft
position. By means of this type of engine, employing trunks, the
height required was greatly lessened, and it was not necessary, as
will have been noticed was essential in the case of the Great
Britain’s engines, that part of them should come up through the deck.
Thus, the trunk type meant a saving of valuable space. Between the
cylinders were arranged the condensers, which were of the jet type.
We may stop to remind the reader that the condenser had been the
invention of Watt, who had improved on the Newcomen engine not
merely by covering over the top of the cylinder, but by condensing
the exhausted steam in a separate vessel, called a condenser. This
condensation he brought about by means of a jet of cold water, and
the same principle was still employed in the Candia. Condensation
having taken place, the water thus formed, together with any air
which has got in, is then drawn off by the air-pumps, which will be
seen in the illustration to be worked from an intermediate crank. It
will be remarked on glancing at the left of the picture that the
Candia’s crank shaft was connected with the propeller shaft by
means of spur gearing, which doubled the speed of the screw, and
so of the ship, but yet allowed the actual engines to run
comparatively slowly. This toothed wheel idea was a better method
than that employed in the Great Britain’s engines, though it was only
just one stage better. There was a rooted objection in the early days
of the screw to running the engines at a great speed, and thus it was
only by some such means of gearing that the propeller was made to
revolve quickly. In the course of time, when a wider experience and
knowledge of engineering matters had been obtained, the gearing
was done away with and the engines became direct-acting, and so
there ensued far less friction, an absence of complication, and less
expense caused by gearing. At the same time the power obtained by
the newer method became more direct.
A customary apparatus nowadays adopted for steamships is the
surface condenser, and in the effort to increase the steam pressures
this has been a potent factor. But it had already been tried by Watt,
by David Napier, and re-introduced by Samuel Hall in 1831. The
surface condenser consists of a number of brass tubes about three
quarters of an inch in diameter, through which a stream of cold water
circulates. This necessarily keeps the pipes cool, and thus
condenses the exhaust steam which is thrown on to them from the
cylinder; it is practically a kind of tubular boiler. Instead of the jet, as
in the older form of condenser, it is the outside of the pipes which
performs the office, and the air-pump does its work as before. The
condensed steam is now available for feeding the boiler, and after
being filtered the feed pump draws it into a heater and thence it is
led into the boiler once more. If the reader will now turn to the
illustration facing page 132 once more, he will see in the right hand
of the picture that in the Candia the feed and bilge pumps were
worked by small beams from an eccentric.
By being able to use this water for the boilers a great economy
was effected, but in some of the P. and O. liners the boilers suffered
rather badly, since an injurious chemical action was set up owing to
the continuous return of the same water backwards and forwards
from the condenser. Nowadays the problems connected with the
condenser have been fully mastered, and the advantage of being
able to use distilled water is obvious; for one of the surest and
quickest methods of bringing about ruin is to use sea-water for the
boiler, over which it will lay a thick crust of salt.