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Ebook Marketing Strategy PDF Full Chapter PDF
Ebook Marketing Strategy PDF Full Chapter PDF
Ebook Marketing Strategy PDF Full Chapter PDF
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EIGHTH EDITION
Marketing
Strategy
TEXT AND CASES
O.C. Ferrell
Auburn University
Michael D. Hartline
Florida State University
Bryan W. Hochstein
University of Alabama
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Marketing Strategy: Text and Cases, Eighth © 2022, 2017 Cengage Learning, Inc.
Edition Unless otherwise noted, all content is © Cengage.
O.C. Ferrell; Michael D. Hartline;
Bryan W. Hochstein
ALL RIGHTS RESERVED. No part of this work covered by the copyright herein
SVP, Higher Education & Skills Product: Erin Joyner may be reproduced or distributed in any form or by any means, except as
permitted by U.S. copyright law, without the prior written permission of the
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Content Manager: Anubhav Kaushal, MPS Limited For permission to use material from this text or product,
submit all requests online at www.cengage.com/permissions.
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To my wife, Linda
O.C. Ferrell
To my family who support and encourage me: Susan, Rachel, and Matthias
Bryan W. Hochstein
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Brief Contents
PART 5 Cases
CASE 1 Tesla Races Ahead With Nontraditional Marketing Strategy 291
CASE 2 Businesses Sink or Swim in the Face of COVID-19 Crisis 301
CASE Gainsight Provides a Data-Driven Customer Relationship Platform to
3
Retain Subscription Customers 311
CASE 4 Apple Bites Back 319
CASE 5 Uber: The Opportunities and Challenges of Market Disruption 333
CASE Social Responsibility Is the Key Ingredient at New Belgium Brewing
6 345
CASE 7 Bayer Grows With Monsanto Acquisition 355
CASE 8 Netflix Fights to Stay Ahead of a Rapidly Changing Market 367
CASE From the Outside In: Corporate Social Responsibility at Patagonia
9 375
CASE 10 Google Searches for Solution to Privacy Issues 381
CASE 11 IndyCar: Seeking a Return to Motorsports’ Fast Lane 399
CASE 12 Mattel Gives Its Marketing Strategy a Makeover 409
CASE 13 Starbucks Perfects Its Blend 419
vii
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viii Brief Contents
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Contents
CHAPTER 2
Strategic Marketing Planning 27
Introduction 27
Beyond the Pages 2.1 Escaping the Commodity Trap 28
The Strategic Planning Process 29
Organizational Mission Versus Organizational Vision 30
Corporate or Business-Unit Strategy 33
Beyond the Pages 2.2 Johnson & Johnson Strengthens Its Credo 34
Functional Goals and Objectives 35
Functional Strategy 35
Implementation 35
Evaluation and Control 36
The Marketing Plan 36
Marketing Plan Structure 37
Using the Marketing Plan Structure 42
Purposes and Significance of the Marketing Plan 44
Organizational Aspects of the Marketing Plan 44
ix
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x Contents
CHAPTER 4
Developing Competitive Advantage and Strategic Focus 83
Introduction 83
Beyond the Pages 4.1 Why Innovative Companies Succeed 84
Modern Relevance of SWOT Analysis 86
Making SWOT Analysis Productive 86
Stay Focused 87
Search Extensively for Competitors 87
Collaborate With Other Functional Areas 87
Examine Issues From the Customers’ Perspective 88
Look for Causes, Not Characteristics 89
Separate Internal Issues From External Issues 90
Adopt a Disruptive Mindset 91
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Contents xi
CHAPTER 6
The Marketing Program 145
Introduction 145
Beyond the Pages 6.1 Tesla Veers Away From Traditional Marketing Strategy 146
Product Strategy 147
Strategic Issues in the Product Portfolio 147
The Challenges of Service Products 149
Developing New Products 151
Pricing Strategy 152
Key Issues in Pricing Strategy 153
Beyond the Pages 6.2 Clearance Pricing Is Unclear 153
Base Pricing Strategies 160
Adjusting the Base Price 161
Supply Chain Strategy 162
Strategic Supply Chain Issues 164
Trends in Supply Chain Strategy 167
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xii Contents
Beyond the Pages 6.3 Walmart Dominates Supply Chain Management 169
Integrated Marketing Communications 171
Strategic Issues in Integrated Marketing Communications 172
Advertising 173
Public Relations 175
Personal Selling and Sales Management 176
Sales Promotion 179
Lessons from Chapter 6 181
CHAPTER 7
Branding and Positioning 187
Introduction 187
Beyond the Pages 7.1 Is It Really Made in USA? 188
Strategic Issues in Branding 189
Basic Branding Decisions 190
Strategic Brand Alliances 193
Brand Value 193
Packaging and Labeling 195
Beyond the Pages 7.2 Barbie Gets a Makeover 196
Differentiation and Positioning 196
Bases for Differentiation 198
Positioning Strategies 200
Mananging Brands Over Time 201
Development Stage 202
Introduction Stage 203
Growth Stage 204
Maturity Stage 205
Decline Stage 205
Beyond the Pages 7.3 Nintendo Bets Big on the Switch 206
Lessons from Chapter 7 207
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Contents xiii
CHAPTER 9
Marketing Implementation and Control 237
Introduction 237
Beyond the Pages 9.1 Managing Risk Through Culture 238
Strategic Issues in Marketing Implementation 239
The Link Between Planning and Implementation 239
The Elements of Marketing Implementation 241
Approaches to Marketing Implementation 245
Implementation by Command 245
Beyond the Pages 9.2 Microsoft: Embracing the Competition 246
Implementation Through Change 246
Implementation Through Consensus 247
Implementation as Organizational Culture 248
Internal Marketing and Marketing Implementation 250
The Internal Marketing Approach 250
The Internal Marketing Process 250
Evaluating and Controlling Marketing Activities 252
Formal Marketing Controls 253
Informal Marketing Controls 257
Scheduling Marketing Activities 258
Beyond the Pages 9.3 Harnessing the Power of AI for Marketing Success 258
Lessons from Chapter 9 260
CHAPTER 10
Developing and Maintaining Long-Term Customer Relationships 263
Introduction 263
Beyond the Pages 10.1 1-800-Flowers Focuses on Customers 264
Managing Customer Relationships 265
Developing Relationships in Consumer Markets 266
Developing Relationships in Business Markets 269
Quality and Value: The Keys to Developing Customer Relationships 270
Understanding the Role of Quality 270
Delivering Superior Quality 273
Understanding the Role of Value 274
Beyond the Pages 10.2 Using AI to Enhance Customer Service 274
Competing on Value 277
Customer Satisfaction: The Key to Customer Retention 278
Understanding Customer Expectations 278
Satisfaction Versus Quality Versus Value 281
Beyond the Pages 10.3 Dealing With Declining Customer Loyalty 282
Customer Satisfaction and Customer Retention 283
Customer Satisfaction Measurement 284
Lessons from Chapter 10 286
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xiv Contents
PART 5 Cases
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Preface
Marketing strategy is interesting, challenging, and important because (1) it is inherently people-
driven, and (2) it is never stagnant. A distinct blend of art and science, marketing strategy is
about people (inside an organization) finding ways to deliver exceptional value by fulfilling the
needs and wants of other people (customers, shareholders, business partners, society at large) as
well as the needs of the organization itself. Marketing strategy draws from psychology, sociology,
and economics to better understand the basic needs and motivations of these people—whether
they are the organization’s customers (typically considered the most critical), its employees, or its
stakeholders. In short, marketing strategy is about people serving people.
Marketing strategy is interesting because it is never stagnant. The simple fact is that people
change. A strategy that works today might not work tomorrow. Products that are popular today
are forgotten next week. These truisms are important because truly understanding marketing
strategy means accepting the fact that there are few concrete rules for developing and implement-
ing marketing activities. Given the constant state of change in the marketing environment, it is
virtually impossible to say that any given marketing mix (product, price, promotion, and distribu-
tion) will produce the best results. Marketing simply doesn’t work that way. The lack of concrete
rules and the ever-changing economic, sociocultural, competitive, technological, and political/
legal landscapes make marketing strategy a terribly fascinating subject.
This also means that marketing strategy is incredibly challenging. A perfect marketing strat-
egy that is executed flawlessly can still fail. Sometimes, organizations are lucky and have success
despite having a terrible strategy and/or execution. The nature of marketing can make marketing
planning quite frustrating.
Finally, the importance of marketing strategy is undeniable. No other business function focus-
es on developing relationships with customers—the lifeblood of all organizations (even nonprof-
its). This statement does not diminish the importance of other business functions, as they all are
necessary for an organization to be successful. In fact, coordination with other functions is critical
to marketing success. However, without customers, and marketing programs in place to cultivate
customer relationships, no organization can survive.
Our Focus
Marketing Strategy: Text and Cases, 8th Edition teaches students to think and act like marketers and
disruptors in a dynamic and fast-paced environment. Strategic marketing management is presented
in the context of the social, economic, and technological arenas in which businesses function today.
The contents of this book are integrated with current events and examples that illustrate the need
for marketers to think proactively and anticipate change. Students learn a systematic process for
developing long-term, customer-oriented marketing strategies and marketing plans. This practical
approach to analyzing, planning, and implementing effective marketing strategies is based on
applying marketing concepts to the development and implementation of marketing strategy.
Our approach in Marketing Strategy: Text and Cases, 8th Edition is also grounded in the devel-
opment and execution of the marketing plan. Throughout the text, we provide a comprehensive
planning framework based on conducting sound background research, developing market ca-
pabilities and competitive advantages, designing integrated marketing programs, and managing
customer relationships for the long term. We also emphasize the need for integrity in the strategic
planning process as well as the design of marketing programs that are both ethical and socially
responsible. We also stress the integration and coordination of marketing decisions with other
functional business decisions as the key to achieving an organization’s overall mission and vision.
Throughout the text, we offer examples of successful planning and implementation to illustrate
how firms face the challenges of marketing strategy in today’s economy. We also provide market-
ing plan worksheets to assist students in writing a formal marketing plan.
xv
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xvi Preface
Purpose
We view strategic marketing planning not only as a process for achieving organizational goals
but also as a means of building long-term relationships with customers. Creating a customer
orientation takes imagination, vision, and courage, especially in today’s rapidly changing
economic and technological environments. To help meet these challenges, our text approaches
marketing strategy from both traditional and disruptive practices. We cover topics such as
segmentation, creating a competitive advantage, marketing program development, and the
implementation process with a solid grounding in traditional marketing, but also with an eye
toward new practices. Lessons learned from emerging technology, new business models, and
the COVID-19 pandemic illustrate the importance of balancing the traditional and emerging
practices of marketing strategy. Our text never loses sight of this balance.
Although our approach allows for the use of sophisticated research and decision-making pro-
cesses, we have employed a practical perspective that permits marketing managers in any sized
organization to develop and implement a marketing plan. We have avoided esoteric, abstract,
and highly academic material that does not relate to typical marketing strategy decisions in most
organizations. The marketing plan framework that we utilize throughout the text has been used
by a number of organizations to successfully plan their marketing strategies. Many companies
report great success in using our approach partially due to the ease of communicating the plan to
all functional areas of the business.
Target Audience
Our text is relevant for a number of educational environments, including undergraduate, graduate,
and corporate training courses. At the undergraduate level, our text is appropriate for the capstone
course or any upper-level integrating course such as “Marketing Management,” “Marketing
Strategy,” or “Marketing Policy.” At this level, the text provides an excellent framework to use
with our included text-based cases, live-client cases, or a computer simulation. At the graduate
level, our text is appropriate for MBA core marketing courses, strategic planning, competitive
marketing strategies, or as a supplement for any simulation-based course. The text is effective
in a core MBA marketing course with students that have not had an undergraduate course in
marketing. The text provides enough background on marketing, but it is placed in a strategy
planning framework. The cases and marketing planning project are also useful in online courses.
Each of the 21 cases included in our text describes the strategic situations of real-world, iden-
tifiable organizations. Because these cases feature real situations, instructors have the option of
using the case material as published, or they may give students the opportunity to update the
cases by conducting research to find the latest information. Additional instructor resources for
this product are available online. Instructor assets include an Instructor’s Manual, Case Notes,
PowerPoint® slides, and a test bank powered by Cognero®. Sign up or sign in at www.cengage.com
to search for and access this product and its online resources.
Acknowledgments
Throughout the development of this text, several extraordinary individuals provided their talent
and expertise to make important contributions. A number of individuals have made many useful
comments and recommendations as reviewers of this text.
We also deeply appreciate the assistance of several individuals who played a major role in de-
veloping cases or other materials. Specifically, we thank the following individuals:
Noushin Laila Ansari, University of New Mexico
Harper Baird, University of New Mexico
Jordan Burkes, Auburn University
Linda Ferrell, Auburn University
John Fraedrich, Southern Illinois University–Carbondale
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Preface xvii
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About the Authors
xviii
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About the Authors xix
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CHAPTER 1
Marketing in Today’s
Economy
1.1 INTRODUCTION
As noted in the opening Beyond the Pages 1.1 story, changes in marketing are dynamic
and fast-paced, requiring companies to think outside the box in an effort to anticipate
disruptions and new technology-enabled competition. To remain relevant and respon-
sive, organizations—both for-profit and nonprofit—require effective planning and a
sound marketing strategy. Without these efforts, organizations would not be able to plan
for changes that allow them to satisfy customers or meet the needs of other stakeholders.
For example, having an effective marketing strategy allows Apple to develop popular
products, such as the iPhone, iPad, Apple Watch, and its MacBook line of computers,
and stay ahead of the competition. Further, effective planning and strategy allows Coca-
Cola to continue its leadership in soft drinks, make key acquisitions, and continue its
expansion into the lucrative sparkling water and energy drink markets. These and other
organizations use sound marketing strategy to leverage their strengths and capitalize
on opportunities that exist in the market. Every organization—from your favorite local
restaurant to giant multinational corporations; from city, state, and federal governments;
to charities such as Habitat for Humanity and the American Red Cross—develops and
implements marketing strategies.
How organizations plan, develop, and implement marketing strategies is the focus
of this book. To achieve this focus, we provide a systematic process for developing cus-
tomer-oriented marketing strategies and marketing plans that match an organization to
its internal and external environments with a focus on adaptation to market, technology,
and consumer changes. Our approach focuses on real-world applications and practical
methods of marketing planning, including the process of developing a marketing plan.
The chapters of this book focus on the steps of this process. Our goal is to give the reader
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2 Part 1: Setting the Stage for Marketing Strategy
a deeper understanding of marketing planning, the ability to organize the vast amount
of information needed to complete the planning process, and an actual feel for the devel-
opment of marketing plans.
In this first chapter, we review some of the major challenges and opportunities that
exist in planning marketing strategy in today’s economy. We also review the nature and
scope of major marketing activities and decisions that occur throughout the planning
process. Finally, we look at some of the major challenges involved in developing market-
ing strategy.
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Chapter 1: Marketing in Today’s Economy 3
and business markets. Streaming services have disrupted shifts power to consumers, enabling them to access prod-
traditional music and entertainment delivery. For example, ucts and have more knowledge about product selection.
Netflix, Disney+, Amazon Prime, and Hulu rival traditional Media fragmentation has put consumers in greater control
television networks with their streamed, on-demand con- of what they watch or listen to at their convenience. The om-
tent. The use of the Internet to provide any form of content nichannel approach provides multiple touchpoints, making
to any device—when and where consumers want it—has shopping and product purchase an ongoing journey that
fundamentally changed the way businesses and consumers permeates daily life and activities. Given these changes,
access and consume a growing number of products that are marketing must deal with new paradigms and social risks
now digitally delivered. related to privacy, security, and ethical concerns. All of this
These technology advances are reshaping the environ- is changing value propositions to consumers and shifting de-
ment for marketing strategy and enabling marketers to mand patterns. These trends are discussed throughout the
better serve consumers. However, these changes also cre- remainder of this chapter and book.
ate challenges and opportunities for marketing. Technology
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4 Part 1: Setting the Stage for Marketing Strategy
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Chapter 1: Marketing in Today’s Economy 5
or replaced entire sections of retail stores (e.g., CDs/DVDs, books, maps, audio components,
magazines, cameras), making the focus of most marketing efforts on consumable and household
goods not easily replaced by digital and technology-enabled products. Thus, changes to products,
availability of them, and increases to varieties available provide challenges to marketers.
Newspapers* Magazines*
1%
2%
11%
30% 56%
*Excludes digital
Note: Adults age 18+; time spent with each medium includes all
time spent with that medium, regardless of multitasking.
Source: Mark Dolliver, “US Time Spent With Media 2019,” eMarketer, May 30, 2019, https://www.emarketer
.com/content/us-time-spent-with-media-2019 (accessed February 25, 2020).
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6 Part 1: Setting the Stage for Marketing Strategy
Manuel Esteban/Shutterstock.com
Hollywood film studios have consolidated as streaming platforms such as Netflix and Amazon Prime Video
release an increasing amount of original content.
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Chapter 1: Marketing in Today’s Economy 7
week. Another example is the explosive growth in the digital distribution of music and video.
The success of Apple Music, YouTube, Spotify, Netflix, and Disney+, along with the continu-
ing integration of television and computers, has dramatically shifted demand for the music and
movie industries. The direct-to-consumer streaming model has irreversibly altered the entertain-
ment industry on a global scale.7 Recently, pharmacies have fallen prey to changes in demand.
The increasingly competitive pharmaceutical business has led to delivery of prescriptions and a
few major pharmacy chains dominating the market. Local, independent, and even grocery store
pharmacies are closing at a rapid pace as insurance providers and consumer preferences drive
new supply pressures and demand changes.8 This trend is not expected to reverse as banks, gro-
cery stores, malls, and specialty stores all struggle to address changing consumer demands for
how and where they buy products.
EXHIBIT 1.3 Six Steps to Children’s Online Privacy Protection Act (COPPA) Compliance
The Children’s Online Privacy Protection Act applies to operators of commercial websites and online
services that attempt to collect personal information from children under the age of 13. The law
explains what must be included in the firm’s privacy policy, when and how to seek verifiable consent
from a parent or guardian, and the firm’s responsibilities to protect children’s privacy and safety.
Firms cannot evade the law’s provisions by claiming that children under 13 cannot visit their sites,
nor can they make information optional or ask the visitor’s age.
In implementing the provisions of COPPA, the FTC issued the Children’s Online Privacy Protection
Rule, which is designed to give parents control over the information that is collected from their
children. The rule requires website operators to:
1. Determine if their company is a website or online service that collects personal information from
kids under 13.
2. Post a privacy policy that complies with COPPA.
3. Notify parents directly before collecting personal information from their kids.
4. Get parents’ verifiable consent before collecting information from their kids.
5. Honor parents’ ongoing rights with respect to information collected from their kids.
6. Implement reasonable procedures to protect the security of kids’ personal information.
Source: Adapted from United States Federal Trade Commission, “Children’s Online Privacy Protection Rule: A Six-Step Compliance Plan for Your
Business,” https://www.ftc.gov/tips-advice/business-center/guidance/childrens-online-privacy-protection-rule-six-step-compliance (accessed
February 27, 2020).
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8 Part 1: Setting the Stage for Marketing Strategy
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Chapter 1: Marketing in Today’s Economy 9
Notice that the changes in the definition are not merely cosmetic in nature. The older definitions
focused on the process of marketing to deliver value and manage customer relationships. The
most recent definition shifts from “value” to “offerings that have value.” Also, the notion of stake-
holders is made more explicit. Why would the AMA make these changes? First, breaking free
from commodity status means finding ways to differentiate the offering. The new definition rec-
ognizes that differentiation can come from any part of the offering, whereas older conceptualiza-
tions of marketing placed the burden of differentiation on the product itself. The second reason
has to do with marketing’s broader role in today’s corporation. Firms don’t just sell products; they
sell the firm as a whole. Corporate relationships with partners, media, government, investors,
employees, and society are every bit as important as relationships with customers. These types
of relationships—which grow and thrive on exceptional value—are an absolute necessity in the
commodity-driven status of many product markets. While the older definitions of marketing
had a decidedly transactional focus, the new definition emphasizes long-term relationships that
provide value for both the firm and its stakeholders.
A final way to think about marketing relates to meeting human and social needs. This broad
view links marketing with our standard of living, not only in terms of enhanced consumption and
prosperity but also in terms of society’s well-being. Through marketing activities, consumers can
buy cars from South Korea and wines from South Africa; organizations can earn a viable profit,
making both employees and shareholders happy. However, marketing must also bear responsibil-
ity for any negative effects it may generate. This view demands that marketers consider the social
and ethical implications of their actions, and whether they practice good citizenship by giving
back to their communities. Firms can successfully meet human and social needs through socially
responsible marketing and business practices. This view is becoming increasingly accepted, as
illustrated by a recent statement issued by the Business Roundtable, a nonprofit association of
nearly 200 top executives, that states the purpose of a corporation should be more than the in-
terests of its shareholders. The group adds that corporations must also invest in their employees,
protect the environment, and deal fairly and ethically with their suppliers.16
Let’s take a closer look at several basic marketing concepts. As we will see, ongoing changes
in today’s economy have forever altered our way of thinking about these foundational aspects
of marketing.
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10 Part 1: Setting the Stage for Marketing Strategy
the company sells virtually all products, including groceries, shoes, apparel, jewelry, beauty aids,
and sporting goods in addition to its traditional offerings of books and electronics. E-commerce
also exists in the business-to-business realm. The shift from physical to electronic marketplaces
has significant ramifications for marketers. The fact that customers can shop, place orders, and
exchange information 24/7 means that these businesses must be capable of operating in that
same time frame. In effect, online markets never take a break at closing time because they never
close. It also means that firms lose some control over the information that is disseminated about
their company or products. Through blogs, discussion forums, or even Twitter, customers can
exchange information about an online merchant outside the merchant’s website. Furthermore,
the substitution of technology for human interaction can be both a blessing and a curse. Some
sites, such as CarsDirect, are successful because they eliminate the hassle of dealing with another
human in the buying process. Many customers, however, are less interested in online markets
because they lack the human element. In these cases, the design and implementation of the on-
line experience is a serious challenge for online firms. Finally, the wealth of information available
through e-commerce not only makes customers more educated than ever before, but it also gives
customers increased power through comparison shopping and price negotiation.
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Chapter 1: Marketing in Today’s Economy 11
buyers and sellers to rate each other. This gives both parties to the exchange process some
assurance that reputable individuals or organizations exist on the other side of the transaction.
The bottom line is that exchange has become all too easy in today’s economy. Opportunities
for exchange bombard us virtually everywhere we go. Customers don’t even have to trouble
themselves with giving credit cards or completing forms for shipping information. Most online
merchants will remember this information for us if we let them. For example, Amazon’s “Buy
Now” single-click ordering feature allows customers to purchase products with a single click
or tap.18 The ease with which exchange can occur today presents a problem in that individuals
who do not have the authority to exchange can still complete transactions. This is especially
true for underage customers.
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12 Part 1: Setting the Stage for Marketing Strategy
●● Real or Financial Property. The exchange of stocks, bonds, and real estate, once marketed
completely offline via real estate agents and investment companies, now occurs increasingly
online. For example, Realtor.com is one of the largest real estate listing service in the United
States.
●● Organizations. Virtually all organizations strive to create favorable images with the public—
not only to increase sales or inquiries but also to generate customer goodwill. In this sense,
General Electric is no different than the United Way: Both seek to enhance their images in
order to attract more people (customers, volunteers, and clients) and money (sales, profit,
and donations).
We should note that the products in this list are not mutually exclusive. For example, firms that
sell tangible goods almost always sell services to supplement their offerings, and vice versa. Char-
itable organizations simultaneously market themselves, their ideas, and the information that they
provide.
To effectively meet the needs of their customers and fulfill organizational objectives, marketers
must be astute in creating products and combining them in ways that make them unique from
other offerings. A customer’s decision to purchase one product or group of products over anoth-
er is primarily a function of how well that choice will fulfill their needs and satisfy their wants.
Economists use the term utility to describe the ability of a product to satisfy a customer’s desires.
Customers usually seek out exchanges with marketers who offer products that are high in one or
more of these five types of utility:
●● Form Utility. Products high in form utility have attributes or features that set them apart
from the competition. Often these differences result from the use of high-quality raw
materials, ingredients, or components, or from the use of highly efficient production
processes. For example, Ruth’s Chris Steakhouse, considered by many to be one of the nation’s
top chain restaurants, provides higher form utility than other national chains because of the
quality of beef they use. Chipotle even stresses form utility in its slogan “Food with Integrity.”
Special events like the Daytona 500 combine people (drivers), a place (Daytona), an event (the race), organiza-
tions (sponsors), and goods (souvenirs) to create a memorable and unique experience for race fans.
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Chapter 1: Marketing in Today’s Economy 13
In many product categories, higher priced product lines offer more form utility because they
have more features or bells and whistles. Luxury cars are a good example.
●● Time Utility. Products high in time utility are available when customers want them.
Typically, this means that products are available now rather than later. Grocery stores,
restaurants, and other retailers that are open around the clock provide exceptional time
utility. Often the most successful restaurants around college campuses are those that are
open 24/7. Many customers are also willing to pay more for products available in a shorter
time frame (such as overnight delivery via FedEx) or for products available at the most
convenient times (such as midmorning airline flights).
●● Place Utility. Products high in place utility are available where customers want them,
which is typically wherever the customer happens to be at that moment (such as grocery
delivery to a home) or where the product needs to be at that moment (such as florist
delivery to a workplace). Home delivery of any product, convenience stores, vending
machines, and e-commerce are examples of good place utility. Products that are high in
both time and place utility are exceptionally valuable to customers because they provide
the utmost in convenience.
●● Possession Utility. Possession utility deals with the transfer of ownership or title from
marketer to customer. Products higher in possession utility are more satisfying because
marketers make them easier to acquire. Marketers often combine supplemental services
with tangible goods to increase possession utility. For example, furniture stores that offer
easy credit terms and home delivery enhance the possession utility of their goods. In fact,
any merchant that accepts credit cards enhances possession utility for customers that
do not carry cash or checks. Expensive products, like a home or a new factory, require
acceptable financing arrangements to complete the exchange process.
●● Psychological Utility. Products high in psychological utility deliver positive experiential or
psychological attributes that customers find satisfying. Sporting events often fall into this
category, especially when the competition is based on an intense rivalry. The atmosphere,
energy, and excitement associated with being at the game can all create psychological
benefits for customers. Conversely, a product might offer exceptional psychological utility
because it lacks negative experiential or psychological attributes. For example, a vacation
to the beach or the mountains might offer more psychological utility to some customers
because it is seen as less stressful than a vacation to Disney World.
The strategic and tactical planning of marketing activities involves the important basic con-
cepts we have explored in this section. Marketers often struggle with finding and reaching the
appropriate markets for their products. In other cases, the market is easily accessible, but the
product is wrong or does not offer customers a compelling reason to purchase it. The ability to
match markets and products in a way that satisfies both customer and organizational objectives
is truly an art and a science. Doing so in an environment of never-ending change creates both
opportunities and challenges for even the strongest and most respected organizations.
The process of planning marketing activities to achieve these ends is the focus of this book.
As we turn our attention to an overview of major marketing activities and decisions, we also
want to lay out the structure of the text. The chapters roughly coincide with the major activ-
ities involved in developing marketing strategy and writing a marketing plan. Although our
approach is orderly and straightforward, it provides a holistic representation of the marketing
planning process from one period to the next. As we will see, marketing planning is an evolving
process that has no definite beginning or ending point.
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14 Part 1: Setting the Stage for Marketing Strategy
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Chapter 1: Marketing in Today’s Economy 15
Although this book is essentially about strategic planning, it focuses on tactical planning and
the development of the marketing plan. Tactical planning addresses specific markets or market
segments and the development of marketing programs that will fulfill the needs of customers in
those markets. The marketing plan provides the outline for how the organization will combine
product, pricing, distribution, and promotion decisions to create an offering that customers will
find attractive. The marketing plan also addresses the implementation, control, and refinement
of these decisions.
To stand a reasonable chance for success, marketing plans should be developed with a keen
appreciation of how they fit into the strategic plans of the middle and upper levels of the firm. In
Chapter 2, we discuss the connection among corporate, business-unit, and marketing planning as
well as how marketing plans must be integrated with the plans of other functions in the organiza-
tion (financial plans, production plans, etc.). We also discuss the structure of the marketing plan
and some of the challenges involved in creating one.
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16 Part 1: Setting the Stage for Marketing Strategy
Market Segmentation and Target Marketing The identification and selection of one or
more target markets is the result of the market segmentation process. Marketers engage in market
segmentation when they divide the total market into smaller, relatively homogeneous groups or
segments that share similar needs, wants, or characteristics. When a marketer selects one or more
target markets, they identify one or more segments of individuals, businesses, or institutions to-
ward which the firm’s marketing efforts will be directed. Marketers increasingly use online social
networking as a way to target specific markets.
Advances in technology have created some interesting changes in the ways that organizations
segment and target markets. Marketers can now analyze customer-buying patterns in real time
via point-of-purchase data collected from sales transactions and credit card usage, as well as by
analyzing clickstream data in online transactions. This allows organizations to target specif-
ic segments with product offers or promotional messages. Furthermore, technology now gives
marketers the ability to target individual customers through direct mail and e-mail campaigns.
This saves considerable time and expense by not wasting efforts on potential customers who may
not be interested in the organization’s product offering. However, these new opportunities for
marketers come at a price: Many potential buyers resent the ability of marketers to reach them
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Chapter 1: Marketing in Today’s Economy 17
individually. Consequently, customers and governmental authorities have raised major concerns
over privacy and confidentiality.
Chapter 5 discusses the issues and strategies associated with market segmentation and target
marketing. In that discussion, we will examine different approaches to market segmentation and
look at target marketing in both consumer and business markets. Effective segmentation and
target marketing set the stage for the development of the product offering and the design of a
marketing program that can effectively deliver the offering to targeted customers.
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18 Part 1: Setting the Stage for Marketing Strategy
Modern marketing has replaced the term promotion with the concept of integrated marketing
communication (IMC), or the coordination of all promotional activities (media advertising,
social media, direct mail, personal selling, sales promotion, public relations, packaging, store
displays, website design, personnel) to produce a unified, customer-focused message. Here, the
term customers not only refers to customers in the traditional sense but also includes employees,
business partners, shareholders, the government, the media, and society in general. IMC rose to
prominence in the 1990s as businesses realized that traditional audiences for promotional efforts
had become more diverse and fragmented. IMC can also reduce promotional expenses by elimi-
nating the duplication of effort among separate departments (marketing, sales, advertising, public
affairs, and information technology) and by increasing efficiencies and economies of scale.
Branding and Positioning When you think about a company such as Southwest Airlines,
what comes to mind? Most people will likely say low fares and “bags fly free.” Others may think of
limited routes and destinations. As we will see in Chapter 7, what customers think about a com-
pany and its offerings is the focus of branding and positioning strategy. To understand branding,
the marketer must have a clear understanding of how the elements of the marketing program
work together to create the brand. While product decisions (such as design, style, and features)
play a prominent role in branding, so do other program elements such as price/value, availability/
exclusivity, and image/reputation of both the firm and its offerings. Marketers must also
make decisions regarding package design, trademarks, and warranties or guarantees. Product
positioning involves establishing a mental image, or position, of the product offering relative to
competing offerings in the minds of target buyers. The goal of positioning is to distinguish or dif-
ferentiate the firm’s product offering from those of competitors by making the offering stand out
among the crowd. As Southwest has shown us, even something as simple as “no bag fees” can be
successful in setting the firm apart from the competition. Another example is the battle between
Walmart and Target. The mental image that most customers have of Walmart is associated with
everyday low prices. Target has a slightly different position, one that emphasizes value with a
stronger sense of style and quality.
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Chapter 1: Marketing in Today’s Economy 19
Rank Company
1 Hilton
2 Ultimate Software
3 Wegmans Food Markets
4 Cisco
5 Workday
6 Salesforce
7 Edward Jones
8 Stryker
9 American Express
10 Kimpton Hotels & Restaurants
Source: “100 Best Companies to Work For,” Fortune, 2020, https://fortune.com/best-companies/ (accessed February 28, 2020).
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20 Part 1: Setting the Stage for Marketing Strategy
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Chapter 1: Marketing in Today’s Economy 21
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22 Part 1: Setting the Stage for Marketing Strategy
strategy and product can fail. The lack of rules and the ever-changing and disruptive economic,
sociocultural, competitive, technological, and political/legal landscapes make marketing strategy
a terribly fascinating subject that is new every day.
Most of the changes that marketers have faced in the twenty-first century deal with the
basic evolution of marketing and business practice in our society. One of the most basic shifts
involves the increasing demands of customers. Today, customers have high expectations
about basic issues such as quality, performance, price, and availability. This expectation of
better and more useful things is an outcome of successful marketing. In essence, marketers
have trained customers to expect more and quickly. American customers in particular have
a passion for instant gratification that marketers struggle to fulfill. The American Customer
Satisfaction Index, computed by the National Quality Research Center at the University of
Michigan, indicates that customer satisfaction has recovered since the Center first computed
the index in 1994. As shown in Exhibit 1.6, the airline and personal computer industries have
experienced an overall upward trend in customer satisfaction.
Customers have become much less brand loyal than in previous generations. Today’s custom-
ers are price sensitive, especially in commoditized markets where products lack any real means
of differentiation (such as airlines). Consequently, customers constantly seek the best value and
thrive on their ability to compare prices among competing alternatives. Customers are also quite
cynical about business in general and are not that trusting of marketers. In short, today’s cus-
tomers not only have more power; they also have more attitude. This combination makes them a
formidable force in the development of contemporary marketing strategy.
Marketers have also been forced to adapt to shifts in markets and competition. In terms of
their life cycles, most products compete today in mature markets. Many firms also compete in
markets where product offerings have become commoditized by a lack of differentiation (e.g.,
customers perceive competing offerings as essentially the same). Some examples include air-
lines, wireless phone service, department stores, laundry supplies, and household appliances.
Product commoditization pushes margins lower and reduces brand loyalty even further. To meet
90
85
80
75
70
65
60
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
Source: American Customer Satisfaction Index, http://www.theacsi.org (accessed February 27, 2020).
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Chapter 1: Marketing in Today’s Economy 23
this challenge, U.S. firms have moved aggressively into foreign markets in an effort to increase
sales and find new growth opportunities. At the same time, however, foreign firms have moved
into U.S. markets to meet the challenges of maturing markets in their own countries. Finally,
many industries have fallen to competition they didn’t even see coming. For example, the taxi
industry has lost considerable market share to Uber and Lyft, both products that were never
anticipated until it was too late. In addition, these car-sharing services threaten demand for oth-
er products such as public transportation, automotive, and even insurance as consumers forgo
inconvenient transportation or costly ownership by just calling an Uber or Lyft.
In the face of increasing competition and maturing markets, businesses have been forced to
cut expenses to remain competitive. Some businesses do this by eliminating products or product
lines. Honda, for example, discontinued its Honda Clarity Electric due to low demand.29 Others
have maintained their product mix but have aggressively sought ways to lower their distribution
costs. The growth in direct distribution (manufacturer to end user) is a result of these efforts. Still
other firms have been forced to take drastic measures, such as downsizing and laying off employ-
ees to trim expenses.
Needless to say, developing a viable and effective marketing strategy has become extremely
challenging. Even the most admired marketers in the world like McDonald’s, Procter & Gamble,
Anheuser-Busch, and Toyota occasionally have problems meeting the demands of the strategic
planning process and developing the “right” marketing strategy. Our goal in this book is not to
teach you to develop the “right” strategy. Rather, our approach will give you a framework for or-
ganizing the planning process and the ability to see how all of the pieces fit together. Think of it
as a mindset or way to think about marketing strategy. The remainder of this text dedicates itself
to these goals.
LESSONS FROM CHAPTER 1 ●● is defined as the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
The challenges and opportunities of marketing in today’s offerings that have value for customers, clients, partners,
economy include: and society at large
has changed in focus over time; today, marketing stresses
in many cases consumers have more power, yet marketers
●●
●●
value and customer relationships, including relationships
are regaining power via increasingly sophisticated data
with all potential stakeholders
analytics
is linked with our standard of living, not only in terms of
changes to products, availability of them, and in-
●●
●●
enhanced consumption and prosperity but also in terms
creases to varieties available provide challenges to
of society’s well-being
marketers
●● greater audience and media fragmentation as customers Basic marketing concepts include:
spend more time with new media outlets and less time
with traditional media
●● market—a collection of buyers and sellers
●● changing customer perceptions of value and frugality
●● marketplace—a physical location where buyers and sell-
●● shifting demand patterns for certain product catego- ers meet to conduct transactions
ries, especially those delivered digitally and direct-to-
●● marketspace—an electronic marketplace not bound by
consumer time or space
●● increasing concerns over privacy, security, and ethics
●● exchange—the process of obtaining something of value
●● unclear legal jurisdictions, especially in global markets from someone by offering something in return, which
usually involves obtaining products for money; there are
Marketing: five conditions of exchange:
●● is parallel to other business functions such as production, 1. There must be at least two parties to the exchange.
research, management, human resources, and account- 2. Each party has something of value to the other party.
ing; the goal of marketing is to connect the organization 3. Each party must be capable of communication and delivery.
to its customers by promoting a customer-centric view 4. Each party must be free to accept or reject the exchange.
that places the customer at the heart of all strategy and 5. Each party believes it is desirable to exchange with the
other party.
decision making
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Akto V.
Sceno 1.—Antaŭ la grotĉambro de Prospero.
(Venas Prospero magie vestita, kaj Arielo).
Prospero.
Nun mia plano venas al finiĝo.
Spiritoj magipove min obeis
Oportunege. Horo nun kioma?
Arielo.
La sesa proksimiĝas. Vi promesis
Ke tiam ĉesos nia laborado.
Prospero.
Promeson mian certe mi plenumos,
Ĉar bone vi min servis. Diru kien
La Reĝon kaj sekvantojn vi kondukis.
Arielo.
Sub l’ ombrodona via tiliaro,
Malliberuloj, kune ili staras
Terure timigitaj; en la stato
Por ilin puni de vi preparita,
Ne povas ili ŝanĝi ĝis vi volos.
La Reĝo, lia frato, kaj la via
Triope staras strange konsternitaj,
Dum la ceteraj ploras apud ili,—
Precipe l’ bona maljunul’ Gonzalo,
Sur kies blankan barbon larmoj falas
Simile al malvarmaj vintraj gutoj
De kana tegmentrando. Via povo
Ĉagrenas ilin nun interne tiel
Ke ilin vidi tuŝus vian koron.
Prospero.
Ĉu vi, spirito, tion vere pensas?
Arielo.
Min tuŝus tio se mi estus homa.
Prospero.
Min tuŝu ĝi do, ĉar mi homo estas.
Ĉu vi, aero nur, kompatas homojn,
Dum, similul’ ilia, mi ne sentos
Pli ol vi kompatema?—Kiel ili
Ĉu ĝojon, ĉu ĉagrenon mi ne havas?
Malbone kvankam ili kun mi agis,
Kaj vundis min profunde, mi forpelos
Koleron mian propran: grandanimo
Ol venĝo estas virto pli laŭdinda.
Pentantajn ilin povas mi pardoni,
Eĉ sen sulkiĝo. Iru, Arielo,
Kaj ilin liberigu. Magiaĵon
Tuj rompos mi, al ĉiu por redoni
Sentemon ĝustan.
Arielo.
Tuj mi iros, Mastro. (Foriras).
Prospero.
Koboldoj riveretaj kaj montetaj,
Lagamistetoj, arbarvizitistoj;
Vi, sur la sablo kiuj l’ ondon sekvas,
Kaj ride antaŭkuras for l’ alfluon;
Duonestaĵoj, kiuj sub la luno,
Elfaras la maldolĉajn herbrondaĵojn
Maĉeblajn tute ne de la ŝafino;
Vi, fungfaristoj, kiuj nokte ludas,
Kaj ĝoje aŭdas vespersonoradon—
Per vi, malfortaj kvankam estaĵetoj,
Tagmezan povis mi nubigi sunon,
Eĉ leviĝigi ventojn ribelantajn,
Eĉ verdan maron kun ĉielo blua
Interbatigi muĝe; mi fulmigis
Tra laŭtkrakanta tondro; fajre fendis
La Jupiteran kverkon per difulmo.
Mi skuis promontoran fundamenton,
Elradikigis cedron kaj pinarbon;
Eĉ tomboj vekis siajn endormantojn
Kaj malfermiĝis ilin por forsendi,
Per mira povo mia.—Sed nun ĉesu
La magiarto, de mi forĵurita;
Ĉar, poste iom da muziko dolĉa,
(Tuj de mi dezirata por ke baldaŭ
Pentuloj sentojn siajn ree havu)
Korege rompos mi bastonon mian
Kaj teren ĝin enfosos multajn futojn,
Kaj, pli profunde eĉ ol ajn sondilon,
La libron mi dronigos!
(Solena Muziko).
(Revenas Arielo; lin sekvas Alonzo kun freneza mieno, kune
kun Gonzalo; Sebastiano kaj Antonio, sammaniere, kune
kun Adriano kaj Francisko.—Ili ĉiuj enpaŝis la rondon, kiun
Prospero estis antaŭpretiginta: tie ili staras magie senmovaj;
tion vidante, Prospero parolas:)
Ari’ solena, taŭga kuracado,
Nun senutilan vian tutan cerbon
Rekonsciigu, en kranio via:
Cetere vi en magipovo staras.—
Gonzalo! virta, honorinda viro,
Okuloj miaj simpatie ploras
Kun viaj; falas de mi frataj larmoj . . .
—Magio nun rapide malaperos,
Kaj, kiel la maten’ svenigas nokton,
Iliaj sentoj la nebulan staton
Forigos tuj, kaj ree sin ekvekos.—
Gonzalo! bona vir’, savinto mia,
Subul’ al via Reĝo tre fidela,
Noblanimulo, estos viaj servoj
Pagitaj hejme, voĉe, kaj per agoj!
Alonzo, tre kruele vi agadis
Kun mi kaj kara infanino mia,
Kaj tiu via frato krime helpis,—
—Sebastian’ interne tion sentas—
Eĉ vi, ho frato! karno, sango mia,
Mortigis, ambicie, natursentojn,
Sebastianon puŝis al perfido . . .
—Duoble li pro tio nun suferas!—
La Reĝon ambaŭ vi mortigi volus . . .
Sed al vi mi pardonas, Antonio.
—Ilia komprenado ekrevenas:
Idealfluo sane replenigos
Pensrandon magiŝlime nun kovritan.
El ili tamen min neniu konus,
Eĉ se min ili vidus.—Arielo,
Alportu mian glavon kaj ĉapelon.
(Foriras Arielo).
Nun tute magiveston mi deprenu,
Kaj kiel dukon de Milan’ min montru.
(Al Arielo kiu revenas kaj helpas vesti lin).
Spirit’, rapidu! Vi tuj liberiĝos!
Arielo kantas:
Ĉe l’ abel’ kunsuĉos mi,
En primolo kuŝos ni,
Tie ni ripozos, dum
La strigo vokos en mallum’.
Sur vesperto rajdos mi
Post la somer’, gaje, ho!
Gaje tre! gaje, ho! vivos mi nun,
Sub arba flor’ varmigata de l’ sun’.
Gaje, ho! vivos mi, gaje tre, nun,
Varmigos min la brila sun’,
Sub arba floro mi vivos nun!
Prospero.
Ĉarmege! Al mi, Ariel’, vi mankos;
Sed vi libera estos aerido.
Ĉi tien de la Reĝa ŝip’ venigu
Ŝipestron kaj subestron ĉiam viglajn,
Maristojn ankaŭ sub ferdek’ dormantajn.
Tuj iru.
Arielo.
Mastro, mi l’ aeron glutos:
Eĉ antaŭ du pulsbatoj mi revenos.
(Foriras Arielo).
Gonzalo.
Turmento, peno, miro kaj mirego
Ĉi tie loĝas: ke ĉiela povo
Konduku nin el la insul’ terura!
Prospero.
La suferintan dukon de Milano,
Prosperon, nun rigardu, moŝta Reĝo!
Por pli ĉertigi ke vivanto princa
Al vi parolas, mi vin ĉirkaŭprenas:
Ĉar al vi kaj sekvantoj mi deziras
Bonvenon, kore!
Alonzo.
Ĉu Prosper’ vi estas,
Aŭ sorĉapero por min malinformi,
Ne povus nun mi diri: via pulso
Tre home batas certe: mi ekpensas
Ke, de l’ intervidiĝo nia lasta
Ĝis nun, posedas min frenezo ia. . . .
Ĉu ne postulas ĉio ĉi klarigon,
Rakonton strangan?—La dukecon vian
Forlasas mi, de vi nun peteganto!
Pardonu mian kulpon!—Sed, Prospero!
Ĉi tie kiel staras li—kaj vivas?
Prospero.
Unue, nobla maljunul’ Gonzalo,
Ke mi vin respektege ĉirkaŭprenu:
Honoro via estas netaksebla,
Eĉ senegala.
Gonzalo.
Ĉu ĉi tio estas?
Ĉu ne? Mi ne komprenas. . . .
Prospero.
Strangaĵecon
Insulnaskitan, vi ankoraŭ sentas;
Ĝi ne permesas al vi veron vidi.
Bonvenon koran al amikoj miaj!—
(Flanken al Sebastiano kaj Antonio).
Se tamen volus mi, kortega paro,
Malkaŝi perfidaĵon vian, vere
Sur vin sulkiĝus tuj la Reĝa brovo;
Sed mi silentos.
Sebastiano (flanken).
Li diable prava!
Prospero (al Antonio).
Vi, malbonulo, kiun frato’ nomi
Eĉ buŝon malpurigus, mi pardonas
Kulpegojn viajn tute, postulante
Ke al mi tuj duklandon vi redonu—
Sed tion nepre vi devige faros—
Alonzo.
Se estas vi Prosper’, al ni rakontu
Detale vian ĝis nun konserviĝon;
Klarigu tiun ĉi interrenkonton—
Ĉar de tri horoj nur, ni marirante
Suferis ŝippereon sur ŝtonbordo,
Kaj tie mi (kruela penso!) perdis
Karegan filon!
Prospero.
Tre mi vin kompatas!
Alonzo.
Neriparebla perdo! Pacienco
Kuraci ĝin ne povas.
Prospero.
Sed mi pensas
Ke vi ne tute petas ĝian helpon:
Al mi, por sama perdo, pacienco
Fariĝas kontenteco konsolanta.
Alonzo.
Ĉu vi ĵus dirus, “sama perdo”?
Prospero.
Sama,
Kaj ankaŭ tute nova. Elportebla
Por fari ĝin mi havas nur rimedojn
Ol viaj pli malfortajn, ĉar filinon
Ne antaŭ longe perdis mi.
Alonzo.
Filinon?
Ĉielo! kial, Reĝo kaj Reĝino,
En Neapolo nun ne estas ili?
Por okazigi tion, tre volonte,
Anstataŭ filo mia, sur marfundo
Mi kore enŝlimiĝus. Nu, filinon,
Ŝin kiam perdis vi?
Prospero.
En la Ventego,
Samtempe kiam vi la filon perdis.
Mi vidas ke tre miras vi, sinjoroj,
Pri tiu ĉi okaz’; vi preskaŭ dubas
L’ ateston de okuloj kaj oreloj;
Sed, kiel ajn vi provizore perdis
De l’ sentoj uzon, sciu nun ke certe
Prosper’ mi estas, mi la rajta duko,
Mi, kiu, forpelita el Milano
Atingis poste la insulon kies
Ĉefviro estas mi, sur kies bordo
Okazis via propra ŝippereo.
Sed tian ĉiutagan historion
Nek povus mi rakonti en kunsido,
Nek dum tagmanĝo. Nu! bonvenon, Reĝo,
Al la grotĉambro nur kortego mia.
Interne sekvantar’ nenia staras,
Ekstere ne subuloj: nun, rigardu!
Tuj, pro duklando kiun vi redonas,
Mi pagos vin per multa plibonaĵo:
Almenaŭ kontentigos vin la vido
Eĉ pli ol min duklando.
(La grotĉambro malfermiĝas kaj montras Ferdinandon kaj
Mirandon ŝakludantajn).
Mirando.
Vi friponas,
Karulo—
Ferdinando.
Ne, amata koro mia,
Por tuta mond’ ne volus mi falsludi.
Mirando.
Falsludi povus vi, por dudek regnoj,
Eĉ tiam dirus mi ke vi bonludas.
Alonzo.
Se estas tio nur insulapero
Karegan filon mi dufoje perdos.
Sebastiano.
Mirakl’ altega!
Ferdinando.
Kvankam muĝas l’ ondoj,
Kompaton havis ili: mi neprave
Malbenis ilin.
(Genufleksas al Alonzo).
Alonzo.
Ke plenkoraj benoj
De ĝoja patro vin ĉirkaŭu tute:
Leviĝu. Kiel vi ĉi tien venis?
Mirando.
Ho! miro! kiom da kreitoj belaj
Nun staras tie ĉi! homaro nobla!
Belega, nova!
Prospero.
Nova por vi, kara.
Alonzo (al Ferdinando).
Ŝin, kiu kun vi ĵus interŝakludis,
Al mi konigu—kvankam reciproke
Nur estas vi trihoraj gekonatoj—
Ĉu estas ŝi diin’ nin disiginta
Por nin reunuigi?
Ferdinando.
Ne, sinjoro;
Mortema ŝi; sed, per nemorta Povo,
Ŝi mia estas, de mi elektita
En tempo, kiam nek de vi permeson
Mi peti povis, nek vin pensis viva;
Filino de Milana fama duko—
—Tre ofte jam lin aŭdis mi laŭdatan,
De mi, ĝis nun, lin tamen nekonatan—
De kiu novan vivon mi ricevis:
Per kara fianĉino li fariĝas
Nun dua patro mia.
Alonzo.
Patro ŝia
Fariĝas mi.—Sed kiel strange ŝajnas
Pardonon peti de l’ infano mia!
Prospero.
Sinjoro, haltu tie: ni ne ŝarĝu
Memoron nian per la malbonaĵo
Feliĉe nun pasinta.
Gonzalo.
Mi interne
Ĵus tiel ĝoje ploris, ke pli frue
Ne povis mi paroli . . . Dioj povaj!
Rigardu, benu per duobla krono
Geprincojn niajn! Ĉar vi markis vojon
Por la interrenkonto!
Alonzo.
Amen! Estu!
Gonzalo.
Ĉu el Milan’ Prospero forpeliĝis
Por ke l’ idaro lia reĝe sidu
Sur Neapola trono? Estu ĝojaj!
Plej ĝojaj kiel eble! Tion skribu
En orleteroj sur kolonoj daŭraj.
Vojaĝo mira! edzon en Tuniso
Akiris Klaribel’; per ŝippereo
Edzinon ŝia frato Ferdinando
Feliĉe trovis; eĉ Prosper’ duklandon,
Kaj ĉiu el ni sin mem—jam perditan—
En insulet’ retrovas.
Alonzo (al Ferdinando kaj Mirando).
Viajn manojn
Al mi nun donu: doloriĝu koro
Ne deziranta al vi ĝojon.
Gonzalo.
Amen!
(Revenas Arielo kun ŝipestro kaj subestro tute miregante
sekvantaj lin).
Sinjoro! nun rigardu, el ni vivas
Pli multaj ol eĉ povus ni esperi!
Ĉu en la ŝipo mi ne antaŭdiris
Ke tia maltaŭgulo ne droniĝos
Se estas pendigilo apud bordo?
Marblasfemulo, tute vi silentas:
Ĉu landnovaĵon vi ne povas ĵuri?
Subestro.
Ke ni revidas Reĝon kaj sekvantojn,
Novaĵo la plej bona certe estas:
Nur tri sabloŝutiloj malpleniĝis
De l’ ŝipfendiĝo ĝis la nunminuto,
Sed, tute ŝnurarmita, nia ŝipo
Nun estas bele taŭga por mariri,
Kaj tia kia ĝi antaŭe estis.
Arielo (flanken al Prospero).
Sinjoro, mi plenumis tiun servon
Dum forestado mia.
Prospero (flanken al Arielo).
Mirestaĵo!
Alonzo.
Okazoj tiaj ne naturaj estas:
Eĉ ili pli kaj pli strangiĝas. Diru,
Ĉi tien kiel ambaŭ el vi venis?
Subestro.
Sinjoro, se mi nun ne malspritiĝos
Volonte al Vi mi sciigos tion . . .
Ni ĉiuj morte sentis nin dormemaj,
Kaj sub ferdek’ kuŝantaj . . . Bruegaĵo
Katena, bleka, muĝa, kaj kriega
El tiu loko nin terure vekis . . .
Liberaj tiam, ni mirege vidis
La reĝan, bonan, bravan ŝipon nian,
Ŝnuraĵigita kaj de nove taŭga.
Ŝipestro nia vigle, gaje kuris
Por ĝin rigardi—Sed, dum palpebrumo,
Nubiĝaj, sonĝe, ĉiujn ni forlasis . . .
Kaj tien ĉi veniĝis . . .
Arielo (flanken al Prospero).
Ĉu mi bone
Elfaris vian volon?
Prospero (flanken al Arielo).
Diligente!
Tuj estos vi libera!
Alonzo.
Labirinton
Similan viro ajn neniam paŝis;
Gvidil’ mirega, ol natur’ pli alta,
La tuton antaŭplanis. Orakolo
Nur povus ĝin klarigi.
Prospero.
Reĝa Moŝto,
Plu ne turmentu nun spiriton vian
Pri tiuj ĉi strangaĵoj . . . Libertempe.
Ne longe de nun, poste mi klarigos
Okazojn, kiujn eble vi aprobos:
Ĝis tiam, estu ĝoja, mi petegas.
(Flanken al Arielo) Spirito, venu: tuj nun liberigu
Eĉ Kalibanon kaj kunulojn liajn.
(Foriras Arielo).
Mi petas vin, ho Reĝo, kontentiĝu.
Ankoraŭ mankas kelke da sekvantoj,
Sed ilin vi kredeble ne memoras.
(Revenas Arielo enpuŝanta Kalibanon, Stefanon, kaj
Trinkulon, kiuj portas la ŝtelitan vestaĵon).
Stefano.
Ĉiu homo elturniĝu por la ceteraj, kaj neniu estu singardema, ĉar ĉio
estas nur ŝanco. Kuraĝe! monstregulo! kuraĝe!
Trinkulo.
Se kredindaj estas la spioniloj kiujn mi portas vizaĝe, jen estas bela
vidaĵo!
Kalibano.
Setebos! estas jen spiritoj gloraj!
Kaj kiel bela estas mia mastro!
Mi timas ke li min severe punos.
Sebastiano.
Ha, ha! sinjoro mia, Antonio,
Objektoj tiaj, diru, kiaj estas?
Ĉu aĉeteblaj?
Antonio.
Ili? Kompreneble,
Ĉar unu estas fiŝo, kaj vendebla.
Prospero.
La montron de la trio bone notu,
Sinjoroj. Ĉu honestaj ili ŝajnas?
De tiu malbelulo la patrino
Potenca sorĉistino tiel estis,
Ke ŝi la lunon povis eĉ kontroli,
Alfluon kaj forfluon vole fari,
Eĉ kontraŭ la lunpovo—Nun, triope,
Vestaĵon tiun ili de mi ŝtelis—
La duondiablido min mortigi,
Per helpo de kunuloj, jam intencis;
Du el maltaŭganaro vi mem konas:
Ĉi tiu mallumaĵo estas mia.
Kalibano.
Min morte pinĉos li!
Alonzo.
Kelisto mia,
Ĉu li drinkema estas ne Stefano?
Sebastiano.
Ebria nun, li kie ŝtelis vinon?
Alonzo.
Trinkulo mem de vino ŝanceliĝas:
El kie prenis ili la likvoron
Maturiĝantan en la maltaŭguloj?
Peklaĵon tian kio kaŭzis? Diru!
Trinkulo.
De l’ tempo de mia lasta renkonto kun Vi, mi troviĝis en tia peklaĵo,
ke kredeble ĝi neniam foriros el miaj ostoj: mi ne timos
muŝovĝermiĝon!
Sebastiano.
Nu! kion vi diras, Stefano?
Stefano.
Ne tuŝu min! Mi jam ne estas Stefano, sed nur streĉego!
Prospero.
Vi volus esti Reĝo de l’ insulo?
Stefano.
Doloran Reĝon havus do l’ insulo.
Alonzo (montrante Kalibanon).
Strangaĵon tian mi ĝis nun ne vidis!
Prospero.
Malbonkonduta estas li, Sinjoro,
Eĉ tiel kiel estas li malbela—
Vi tri, tuj iru en grotĉambron mian
Kaj bele ĝin balau kaj ornamu,
Pardonon mian se vi gajni volas.
Kalibano.
Mi certe volas. En la estonteco
Pli saĝa tute estos mi, kaj penos
Pardonon de la mastro por ricevi.
Ho triobleduobla mi azeno!
Por dio mi trinkulon tian prenis
Kaj malspritulon mi adoris!
Prospero.
Iru!
Alonzo.
For de ĉi tie kaj pakaĵon portu
Al ĝia loko—
Sebastiano.
Kie ĝin vi ŝtelis.
(Foriras Kalibano, Stefano, kaj Trinkulo).
Prospero.
Nun, Via Reĝa Moŝto, kaj sekvantoj,
Bonvolu tuj akcepti la gastamon
De simpla groto, kie vi ripozos
Ĉi tiun noktodaŭron. Tre rapide
La tempon ni pasigos: mi rakontos
Al vi la mian vivon, de l’ momento
En kiu la insulon mi atingis.
Matene morgaŭ vin mi kunkondukos
En vian ŝipon, poste Neapolon,
Ĉefurbon kie mi esperas vidi
De niaj gekaruloj la edziĝon,
Kaj fine, en Milano mia, vivos
Min pretiĝante por la tombo.
Alonzo.
Vere,
Mi tre deziras aŭdi la rakonton
De viaj aventuroj en l’ insulo:
Tre stranga devus esti.
Prospero.
Vi ĝin aŭdos:
Mi ĉion diros; mi al vi promesas
Kvietajn ondojn, tre facilajn ventojn,
Eĉ tian marveturon ke vi trafos
Ŝiparon vian kvankam malproksiman—
(Al Arielo) Vi, Arielo, tion tuj elfaros,
Birdeto kara, tiam, liberiĝu!
Adiaŭ, Ariel’!—(Al Alonzo kaj aliaj) Kun mi nun venu!
(Ĉiuj foriras).
Epilogo
parolata de Prospero
Nun magio plu ne estas:
Sola mi malforta restas.
Dum tri horoj, estas vere
Ke vi agis ne severe
Kun mi, duko de Milano
Kiun timis Kalibano.
Kiam ĉiujn mi pardonis,
Al mi vi aprobon donis:
Spite je la uzurpulo
Me ne restos en l’ insulo.
Neapolon tuj nin sendu;
Ne prokrastu, ne atendu.
Kun remmanoj de aplaŭdo,
Ankaŭ kun voĉventa laŭdo,
Brave helpu nin elfari
Nian celon sen erari.
Se petanta mi eĉ pekos,
Mi pardonon en vi vekos.
Preĝu por ni, ho popolo!
Ke ĉi tie eĉ ne colo
De malamo sin vidigu,
Nin, gefratoj, liberigu.
1623-1903
Nubkronaj Turoj
Sesparta Kanto de R.J. Stevens
El “La Ventego”
Adagio ne troa.
Nub-kronaj turoj, kaj luksaj pa-lacoj solen-aj sankte-joj Eĉ la
granda terglobo kaj ĝi-a tuten-havo
kaj luksaj pa-lac-oj solen-aj sanktejoj Eĉ la granda ter-globo kaj
ĝi-a tuten-havo
Nub-kronaj turoj, kaj luksaj pa-lac-oj solen-aj sanktejoj Eĉ la
granda terglobo kaj ĝi-a tuten-havo