Principles and Practice of Marketing

10th Edition Fiona Ellis-Chadwick

Visit to download the full and correct content document:
https://ebookmeta.com/product/principles-and-practice-of-marketing-10th-edition-fion
a-ellis-chadwick/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...

Entrepreneurship Marketing Principles and Practice of

SME Marketing 2nd Edition Sonny Nwankwo

https://ebookmeta.com/product/entrepreneurship-marketing-
principles-and-practice-of-sme-marketing-2nd-edition-sonny-
nwankwo/

Principles and Practice of Marketing 9th Edition David

Jobber

https://ebookmeta.com/product/principles-and-practice-of-
marketing-9th-edition-david-jobber/

Social Marketing Principles and Practice for Delivering

Global Change 4th Edition Gerard Hastings

https://ebookmeta.com/product/social-marketing-principles-and-
practice-for-delivering-global-change-4th-edition-gerard-
hastings/

Principles of Microeconomics 10th Edition Mankiw

https://ebookmeta.com/product/principles-of-microeconomics-10th-
edition-mankiw/
Educational Psychology: Developing Learners (10th
Edition) Jeanne Ellis Ormrod

https://ebookmeta.com/product/educational-psychology-developing-
learners-10th-edition-jeanne-ellis-ormrod/

Principles of Marketing, 19th Global Edition Philip

Kotler

https://ebookmeta.com/product/principles-of-marketing-19th-
global-edition-philip-kotler/

How to revise and practice 2nd Edition Fiona Mcpherson

https://ebookmeta.com/product/how-to-revise-and-practice-2nd-
edition-fiona-mcpherson/

Principles of Marketing 1st Edition Dr. Maria Gomez

Albrecht

https://ebookmeta.com/product/principles-of-marketing-1st-
edition-dr-maria-gomez-albrecht/

Cancer of the Breast From Cancer Principles and

Practice of Oncology 10th Edition Vincent T Devita
Theodore S Lawrence Steven A Rosenberg

https://ebookmeta.com/product/cancer-of-the-breast-from-cancer-
principles-and-practice-of-oncology-10th-edition-vincent-t-
devita-theodore-s-lawrence-steven-a-rosenberg/
 page i

Tenth Edition

Principles and Practice of

Marketing

David Jobber and

Fiona Ellis-Chadwick

page ii
 page iii

Tenth Edition

Principles and Practice of

Marketing

David Jobber and

Fiona Ellis-Chadwick
 page iv

Principles and Practice of Marketing, Tenth Edition

David Jobber and Fiona Ellis-Chadwick

ISBN-13 9781526849533
ISBN-10 1526849534

Published by McGraw-Hill Education (UK) Limited

Unit 4, Foundation Park,
Roxborough Way,
Maidenhead
SL6 3UD
T: +44 (0) 1628 502500
Website: www.mheducation.co.uk

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloguing in Publication Data

The Library of Congress data for this book has been applied for from the Library of
Congress

Portfolio Manager: Sabrina Farrugia

Content Developer: Maggie du Randt
Content Product Manager: Ali Davis
Marketing Manager: Ros Letellier

Text design by Kamae Design

Cover design by Adam Renvoize
Printed and bound in the UK by Bell and Bain Ltd, Glasgow

Published by McGraw-Hill Education. Copyright © 2024 by McGraw-Hill Education.

All rights reserved. No part of this publication may be reproduced or distributed in
any form or by any means, or stored in a database or retrieval system, without the
prior written consent of McGraw-Hill Education, including, but not limited to, in any
network or other electronic storage or transmission, or broadcast for distance
learning.

Fictitious names of companies, products, people, characters and/or data that may
be used herein (in case studies or in examples) are not intended to represent any
real individual, company, product or event.

ISBN-13 9781526849533
ISBN-10 1526849534
eISBN-13 9781526849540
© 2024. Exclusive rights by McGraw-Hill Education for manufacture and export.
This book cannot be re-exported from the country to which it is sold by McGraw-
Hill Education.
 page v

Dedication
To Jackson, River, Rosie, Molly, Evie and Bohdi.
 page vi

Brief Table of Contents

Detailed Table of Contents vii
Vignettes xi

Case Guide xiii

Preface xvii
Guided Tour xx

Technology to Enhance Learning and Teaching xxiii

About the Authors xxvii
Acknowledgements xxviii

PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3

2 The Marketing Environment 41

3 Sustainable Marketing and Society 93

4 Customer Behaviour 133

5 Value Through Relationships 183

6 Digital Marketing Analytics and Customer Insights 215

7 Market Segmentation and Positioning 253

PART 2
Creating Customer Value 303
8 Value Through Brands 305

9 Value Through Pricing 349

10 Value Through Innovation 387

11 Value Through Service 423

PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465

13 The Marketing Communications Mix: Mass Communications

503
14 Digital Marketing and Media 555

15 Direct Marketing, Social Media and Direct Messaging 595

16 Place: Distribution, Channel Management and Retailing 639

PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681

18 Analysing Competitors and Creating a Competitive Advantage

717
19 Product Strategy: Lifecycle, Portfolio and Growth 759

20 Global Marketing Strategy 799

21 Managing Marketing Implementation 837

Glossary 875
Company Index 887
Subject Index 896
 page vii

Detailed Table of Contents

Vignettes xi
Case Guide xiii

Preface xvii
Guided Tour xx
Technology to Enhance Learning and Teaching xxiii

About the Authors xxvii

Acknowledgements xxviii

PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3
Introduction to Principles and Practice of Marketing 4
What is Marketing? 5
Adopting a Market Orientation in a Changing World 7
Understanding Market-driven Businesses 11
Creating Customer Value, Satisfaction, Loyalty and Relationships 16
Marketing Planning 21
Does Marketing Have All the Answers? 22
Big Picture: Key Topics in This Chapter 25
Detailed Review 25
 Key Terms 27
Study Questions 28
Recommended Reading 28
References 28
CASE 1 The Rivalry Between Coca-Cola and Pepsi 31
CASE 2 H&M and Fast Fashion 35

2 The Marketing Environment 41

Technological Forces and the Digital Revolution 43
Economic Forces 48
Political and Legal Forces 57
Legal and Regulatory Responses to Ethical Issues in Marketing 62
The Physical Environmental Forces 62
Culture and Society 66
The Influence of Consumerism and Environmentalism 70
The Microenvironment 72
Monitoring the Marketing Environment 75
Big Picture: Key Topics in This Chapter 76
Detailed Review 77
Key Terms 78
Study Questions 78
Recommended Reading 79
References 79
CASE 3 The New [Augmented] Reality for Fashion Retailing 83
CASE 4 Sodastream: Using Environmental Awareness to Reach
Generations X, Y and Z 89

3 Sustainable Marketing and Society 93

The Environment, Society and the Changing Marketing Landscape 95
Sustainability Marketing 96
Practical Approaches Towards Developing Sustainable Marketing Strategies:
Corporate Social Responsibility 113
 Big Picture: Key Topics in This Chapter 119
Detailed Review 119
Key Terms 121
Study Questions 121
Recommended Reading 121
References 122
CASE 5 Mcdonald’s and Its Plan for Environmental Change: Not
Everyone is ‘Lovin’ It’ 125
CASE 6 Unilever: In Pursuit of Purpose 129

4 Customer Behaviour 133

The Changing Context of Consumer Behaviour 134
The Dimensions of Consumer Behaviour 136
Influences on Consumer Behaviour 145
Business-to-Business Customers 153
Why is B2B Marketing Important? 157
People and Processes in Purchasing 159
Influences on Buying Decisions 165
Big Picture: Key Topics in This Chapter 167
Detailed Review 167
Key Terms 169
Study Questions 171
Recommended Reading 171
References 172
CASE 7 Coffee Shop Wars 175
CASE 8 Naked Wines: A Community of Winemakers and Wine
Drinkers 178

5 Value Through Relationships 183

Value Creation 184
Value and Relational Networks 187
Key Concepts of Relationship Marketing 189
 Relationship Management and Managing Customer Relationships 192
How to Build Relationships 194
Benefits for the Organization 196
Benefits for the Customer 197
Developing Customer Retention Strategies 198
Customer Relationship Management 201
Big Picture: Key Topics in This Chapter 205
Detailed Review 205
Key Terms 206
Study Questions 207
Recommended Reading 207
References 207

page viii

CASE 9 Starbucks: Brewing Great Customer Experiences Through

Outstanding Digital Marketing 210
CASE 10 Manchester City Football Club: Co-Creating the Future
212
6 Digital Marketing Analytics and Customer Insights 215
Digital Marketing Analytics: Goals, Performance and Measurement 216
Customer Insights and Data-driven Marketing 222
Marketing and Research 224
The Market Research Process 225
Ethical Issues in Marketing Research, Analytics and Customer Insights 238
Big Picture: Key Topics in This Chapter 240
Detailed Review 241
Key Terms 242
Study Questions 243
Recommended Reading 244
References 244
 CASE 11 Accelerating Market Research: Harley-Davidson Turns to
Albert 246
CASE 12 Hubspot: Harnessing the Power of Artificial Intelligence
for Marketing 250

7 Market Segmentation and Positioning 253

Why Bother to Segment Markets? 254
The Process of Market Segmentation and Target Marketing 256
Segmenting Consumer Markets 257
Segmenting B2B Markets 268
Target Marketing 272
Positioning 279
Building an Effective Marketing Mix 283
Big Picture: Key Topics in This Chapter 286
Detailed Review 287
Key Terms 288
Study Questions 289
Recommended Reading 289
References 289
CASE 13 Unleashing the Power of Nablabs 293
CASE 14 Boots: Managing Own-Label Products and Their
Positioning Within a Changing Environment and Dynamic
Market(s) 297

PART 2
Creating Customer Value 303
8 Value Through Brands 305
Products and Brands 306
The Product Line and Product Mix 307
Brand Types 307
 Why Strong Brands are Important 308
Brand Equity 312
Brand Building 314
Key Branding Decisions 320
Global Branding 330
Big Picture: Key Topics in This Chapter 333
Detailed Review 334
Key Terms 335
Study Questions 336
Recommended Reading 336
References 337
CASE 15 Dr. Martens: Engaging Consumers for More Than Half a
Century 340
CASE 16 Brand Strategy Changes at Burberry 344

9 Value Through Pricing 349

Why an Economist’s Approach to Pricing is Important 351
Cost-orientated Pricing 352
Competitor-orientated Pricing 354
Customer-orientated Pricing 355
Dynamic Pricing 364
Pricing and Marketing Strategy 365
Initiating Price Changes 370
Reacting to Competitors’ Price Changes 372
Big Picture: Key Topics in This Chapter 374
Detailed Review 375
Key Terms 376
Study Questions 376
Recommended Reading 377
References 377
CASE 17 A Recipe for Success: Adding New Innovations to the Pot
 CASE 18 Collaborative Innovation: The Apple and Nike 380
Partnership 384

10 Value Through Innovation 387

What is an Innovation and What Is a New Product? 389
Creating and Nurturing an Innovative Culture 391
Organizing for Innovation and New Product Development 395
Managing Idea Realization (New Product Development) 396
Big Picture: Key Topics in This Chapter 410
Detailed Review 410
Key Terms 411
Study Questions 412
Recommended Reading 412
References 412
CASE 19 Driving Electric Car Innovation: Influencing Factors of
Tesla’s Pricing Strategy 415
CASE 20 Louis Vuitton: A Timeless Success in Premium Pricing 419

11 Value Through Service 423

The Service Industries 424
The Nature of Services 431
Managing Services 435
Big Picture: Key Topics in This Chapter 448
Detailed Review 448
Key Terms 449

page ix

Study Questions 450

Recommended Reading 450
References 450
 CASE 21 Serving up Sustainability: The Impetus for Greener Fast-
food Outlets 454
CASE 22 Spill the Beans: Chipotle’s Signature Flavour 459

PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465
Integrated Marketing Communications Approach 467
Planning for Integrated Marketing Communications 469
Elements of Integrated Marketing Communications 472
Big Picture: Key Topics in This Chapter 488
Detailed Review 488
Key Terms 490
Study Questions 490
Recommended Reading 491
References 491
CASE 23 Domino’s: Reaching and Staying Number One 493
CASE 24 Craft Beers: Marketing Rebels? 498

13 The Marketing Communications Mix: Mass Communications 503

Introduction 504
Advertising 507
The Role of Advertising 507
Advertising Expenditure 511
How Advertising Works 512
When to Use Advertising 516
Organizing for Campaign Development 520
Ethical Issues in Advertising 521
Product Placement 522
 Public Relations and Sponsorship 525
Sales Promotion 532
Big Picture: Key Topics in This Chapter 538
Detailed Review 538
Key Terms 540
Study Questions 541
Recommended Reading 541
References 542
CASE 25 Is Advertising ‘Unmentionables’ No Longer a Taboo? 546
CASE 26 Blackwater Tasters Club: Thinking Inside the Box 551

14 Digital Marketing and Media 555

What are Digital Marketing and Digital Media? 556
The Digital Communication Environment 566
Digital Marketing Campaign Planning 571
The Dark Side of Digital Marketing 579
Big Picture: Key Topics in This Chapter 581
Detailed Review 581
Key Terms 583
Study Questions 583
Recommended Reading 584
References 584
CASE 27 Netflix: Using Big Data to Succeed 588
CASE 28 The Happy Pear: Go With Your Gut! 591

15 Direct Marketing, Social Media and Direct Messaging 595

Principles of Direct Marketing Communications 597
Direct Marketing Campaigns 601
Managing a Direct Marketing Campaign 605
Social Media Marketing 608
Personal Selling and Sales Management 610
 Exhibitions and Trade Fairs 620
Ethical Issues in Direct Communications 622
Big Picture: Key Topics in This Chapter 624
Detailed Review 624
Key Terms 627
Study Questions 627
Recommended Reading 628
References 628
CASE 29 Airbnb: Belong Anywhere 631
CASE 30 Billie Eilish: Leveraging the Personal Anti-brand Across
Digital Media 635

16 Place: Distribution, Channel Management and Retailing 639

Functions of Channel Intermediaries 642
Types of Distribution Channel 645
Channel Strategy 650
Channel Management 658
Retailing: Physical and Digital Channels to Market 661
Retailing 663
Big Picture: Key Topics in This Chapter 666
Detailed Review 666
Key Terms 668
Study Questions 669
Recommended Reading 669
References 669
CASE 31 ASOS and Online Fashion 672
CASE 32 A Look Into Sephora’s Omnichannel Strategy 675

PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681
Marketing Planning Context 682
The Functions of Marketing Planning 685
The Process of Marketing Planning 685
Marketing Audit 688

page x

Marketing Objectives 694

Core Marketing Strategy 697
Rewards of Marketing Planning 700
Problems in Making Planning Work 701
How to Handle Marketing Planning Problems 702
Big Picture: Key Topics in This Chapter 703
Detailed Review 703
Key Terms 705
Study Questions 706
Recommended Reading 706
References 706
CASE 33 Marks & Spencer: Reviving a British Icon 709
CASE 34 Anthon Berg Travels the World With Luxury Chocolates
Made in Scandinavia 713

18 Analysing Competitors and Creating a Competitive Advantage 717

Analysing Competitive Industry Structure 718
Competitor Analysis 723
Competitive Advantage 728
Creating a Differential Advantage 732
Creating Cost Leadership 735
Competitive Marketing Strategy 737
Competitive Behaviour 738
 Collusion 738
Developing Competitive Marketing Strategies 740
Big Picture: Key Topics in This Chapter 743
Detailed Review 743
Key Terms 745
Study Questions 745
Recommended Reading 746
References 746
CASE 35 Mastercard’s Sonic Brand Identity: A Sound Strategy 749
CASE 36 Coca-Cola: Can an Iconic American Brand Adapt Itself to
the Indian Market? 752

19 Product Strategy: Lifecycle, Portfolio and Growth 759

Challenges of Product Lifecycle Management 761
Managing Product Lines and Brands Over Time: The Product Lifecycle 764
Uses of the Product Lifecycle 766
Limitations of the Product Lifecycle 769
Value of the Product Lifecycle Concept 770
Managing Brand and Product Line Portfolios 772
Strategies for Growth: Product 780
Strategies for Growth: Services 784
Ethical Issues and Products 785
Big Picture: Key Topics in This Chapter 786
Detailed Review 786
Key Terms 788
Study Questions 788
Recommended Reading 789
References 789
CASE 37 Unilever’s Search for Growth 791
CASE 38 Fever-Tree: Capitalizing on Market Trends 795

20 Global Marketing Strategy 799

 Deciding When to Go Global and When to Stay Local 802
Deciding Which Markets to Enter 804
Deciding How to Enter a Foreign Market 809
Developing Global Marketing Strategy 814
Big Picture: Key Topics in This Chapter 823
Detailed Review 823
Key Terms 824
Study Questions 825
Recommended Reading 825
References 825
CASE 39 IKEA: A Swedish Icon 828
CASE 40 Marimekko: A Story of Design, Determination and
Leadership 833

21 Managing Marketing Implementation 837

Implementation and Managing Change 838
Management of Change 840
Objectives of Marketing Implementation 844
Value Creation and Implications for Marketing Implementation 845
Developing Implementation Strategies 846
Managing Resistance to Marketing Implementation 848
Marketing Organization 856
Marketing Control 859
Big Picture: Key Topics in This Chapter 865
Detailed Review 866
Key Terms 867
Study Questions 867
Recommended Reading 868
References 868
CASE 41 Crocs: Back With More Bite! 871
Glossary 875
Company Index 887

Subject Index 896

 page xi

Vignettes
Marketing in Action

1.1 H&M: Look Good, Do Good, Feel Good 13

1.2 Brand Loyalty Wobbles When Starbucks Employs a Siren That’s Just Too
Perfect 19

2.1 The Impact of the Cost of Living Crisis 52

2.2 China: The Greatest Connected Market in the World? 55

2.3 VAT Taxes the World 57

2.4 The GDPR and Brexit 61

2.5 ID. Buzz 65

2.6 Consumerism in Sweden and Britain 71

3.1 We Know What the Problems Are, But What Are We Doing to Halt the
Deteriorating Climate? 96

3.2 Are Electric Vehicles Good for the Planet? 97

3.3 State Monopoly Systembolaget: Taking Sustainability Seriously 103

3.4 Will Working from Home Save the Planet? 112

4.1 Impulsive Behaviour, Panic Buying and WeChat Mini Programs 142

4.2 Technology Delivers Consumer Insights: The Age of Neuromarketing 149

4.3 Quel Fromage? You Can’t Be Serious! 154

4.4 Wing Yip: All the Chinese You Need to Know 158

4.5 Is Eliminating the Mavericks a Good Thing? 164

5.1 The Third Place: Creating and Managing Customer Value in the
Coffee Shop Industry 185

5.2 Most Valued People Award Helps Drive Umbraco’s Success 193

6.1 Proximity Apps and Customer Information 220

6.2 Mobile Ethnography Reveals Motherhood is Not a Job 230

6.3 What is Big Data? GSK Shares Its Big Data 236

7.1 Start-up Business Fyndiq Creates a Marketplace With a Difference 255

7.2 The A–Z of Digital Generations 265

7.3 Digital Personas 266

7.4 Create a Global Target Market Campaign, Share-a-Coke and Bridge a Racial
Divide 272

8.1 The Personality of a Brand 318

8.2 Developing the Lotus Bakeries Brand of Caramelized Biscuit 326

9.1 Energy Firms Collapse as the Wholesale Price of Gas and Electricity Heats
Up 350

9.2 How to Charm Customers With Psychological Pricing 363

9.3 Freemium Pricing: Giving Away the Core Product to Build a Global Brand
364
10.1 Innovation in Luxury Industries in Europe 392

10.2 Innovation Drives Passion Brands and Builds Sporting Universes at

Decathlon 397

10.3 Creating Radical Innovation 400

10.4 3D Printers 402

11.1 Creative Industries: ‘Representing the Under-represented’ 426

11.2 Leggett Immobilier Voted Best Estate Agency in France 429

11.3 Mary’s Living & Giving Shop 430

11.4 How Social Media Transformed the Hashtag Into a Marketing Tool 440

12.1 Goldfish Crackers Grab Attention 471

13.1 Nordic Brands Invite Audiences to Experience the Benefits of a Brutal
Landscape 515

13.2 Product Placement in Film and TV Series 524

14.1 Gucci Targets Its Customers of the Future Through Digital Media 560

15.1 Streaming Social Media 609

16.1 Shein Fashion: Shipping Direct From China 644

16.2 Fingerprinting the Supply Chain Leads to Success for Costco 647

16.3 Online Order Delivery Solutions 649

16.4 Alone We’re Delicious, Together We’re Yum! 657

17.1 Birds Eye Looks Closely at Its Target Marketing Strategy 697

18.1 Hotel Chocolat Takes On the Competition and Wins by Making

Chocolate Exciting 722

18.2 Creating a Digital Advantage 728

19.1 Jaap Korteweg: The Vegetarian Butcher 769

19.2 Sweden: Land of Innovation 783

20.1 Harnessing the Power of the Guanxi 812

20.2 Barriers to Developing Standardized Global Brands 816

21.1 The New Nokia: Leader in Smart Cities and the Internet Of Things 843

21.2 Unilever Creates Virtual Jams While Chatting With Its Employees 854

page xii

Mini Cases

1.1 OTT Marketing Success 10

2.1 When Covid Came to Town 49

3.1 Not for Profit: The FA 101

4.1 Iceland Frozen Foods. Made in Asia 160

5.1 Millennials: A Booming Generation of Consumers 188

6.1 Does Google Track Our Every Move? 223

7.1 Digital Ecosystems, Communities and Tribes 278

8.1 Douwe Egberts: No Ordinary Coffee 309

9.1 Does Price Really Influence Perceptions of Quality? 360

10.1 Frugal Innovations: From Clay Fridges to Cardboard Splints 394

11.1 Delivering Five-star Customer Service: Sandals Resorts International 435

12.1 Conversations, Storytelling and Happy Endings 476

13.1 What do Sharp Electronics, Vodafone, Chevrolet and TeamViewer have in

Common? 530

14.1 Advertising Appeals Aim to Go Viral With Festive IMC Campaigns 575

15.1 Using a Marketing Database to Keep Customers and Remind Them of the
Benefits of the Brand 604

16.1 Managing the Supply Chain the Zara Way: Direct From Factory Floor to
Shop Window 661

17.1 Pandora: Wherever Life Takes You, Take it With You 695

18.1 Growing Markets the Diageo Way 739

19.1 Disruptive Innovations 771

20.1 Amazon Helps Companies Grow Their Businesses Around the Globe 806

21.1 MouthShut.com: Developed With Passion and Commitment 847

Hidden Gem

1.1 Moving Mountains Ups the Game for Vegan Food Brands 6

2.1 Darktrace: Hiding in Plain Sight 46

3.1 Pangaia 94

4.1 Tobii Leads the Way in Eye-tracking and Attention Computing 135
5.1 Digital Genius: Customer Service on Auto Pilot 190

6.1 Alteryx Automates Data and Speeds Up Digital Transition 217

7.1 Alpro Gives You Plant Power 259

8.1 The Cheeky Panda 316

9.1 IKEA Joins the Circular Economy With Its Buyback & Resell Service 356

10.1 Huel – HUman fuEL: A New-to-the-world Brand and Product Range 391

11.1 The Bot Platform 437

12.1 Reach the People Through Trusted Communications 466

13.1 Klarna, Uses Communications to Attract, Convert and Retain Customers

504
14.1 Blue Bottle Coffee: From Physical to Digital 556

15.1 Horizon Worlds: A Very Direct Marketing Landscape? 596

16.1 MatchesFashion.com Partners With Designers to Deliver Luxury Fashion

641
17.1 Gymshark: Being Hard-working, Humble and Disruptive Delivers 683

18.1 Mowgli and the Rise of Street Food 720

19.1 Marvel Comics: From Bankruptcy to Superbrand 760

20.1 Innovative, Disruptive and Full of Personality: Monkey Shoulder Creates a

New Global Drinks Market 800

21.1 Zooming Our Way to Flexible Working 839

 page xiii

Case Guide
This guide shows the key concepts covered in each of the cases in both the book
and the Online Learning Centre so you can easily pick out which cases are relevant
to a particular part of your course. Go to
www.mheducation.co.uk/textbooks/jobber10e to find a pdf of this guide,
and search by company, industry or topic to find the ideal case to use.

Chapter Case Case title and author Key concepts covered

number
Case 1 The Rivalry Between Coca- Marketing environment,
1 Cola and Pepsi
David Jobber, Emeritus
market orientation,
efficiency and effectiveness,
Professor of Marketing, diversification
University of Bradford
Case 2 H&M and Fast Fashion Market orientation,
David Jobber, Emeritus efficiency and effectiveness,
Professor of Marketing, customer value, marketing
University of Bradford challenges and benefits
Case 3 The New [Augmented] Reality fashion, retailing, AI, virtual
2 for Fashion Retailing
Dr Fiona Whelan-Ryan,
reality, virtual try-on, omni-
present retailing
South-East Technological
University, School of Business
Case 4 Sodastream: Using SWOT, marketing
Environmental Awareness to challenges
Reach Generations X, Y and Z
Tom McNamara and Irena
Descubes, Rennes School of
Business
 Case 5 Mcdonald’s and Its Plan for sustainability,
3 Environmental Change: Not
Everyone is ‘Lovin’ It’
greenwashing, zero
emissions, plant-based
Marie O’Dwyer, South East
Technological University
Case 6 Unilever: In Pursuit of ethical brands,
Purpose sustainability, ethics,
Nicky Wells, Lecturer in capitalism,
Marketing, University of
Sussex
Case 7 Coffee Shop Wars Consumers, consumer
4 David Jobber, Emeritus
Professor of Marketing,
behaviour, customer needs,
customer satisfaction
University of Bradford
Case 8 Naked Wines: A Community B2B buyer behaviour,
of Winemakers and Wine nature and size of B2B
Drinkers markets, segmentation
Brian Searle, Programme
Director MSc Marketing,
Loughborough University
Case 9 Starbucks: Brewing Great Customer relationships,
5 Customer Experiences
Through Outstanding Digital
customer relationship
management, competitive
Marketing advantage
Tom McNamara and Irena
Descubes, Rennes School of
Business, Rennes, France
Case 10 Manchester City Football Building relationships, CRM,
Club: Co-Creating the Future customer relationships
Dr Ethel Claffey, South East page xiv
Technological University
(SETU)
 Case 11 Accelerating Market Big Data, Market Research,
6 Research: Harley-Davidson
Turns to Albert
Intelligent Advertising

Dr Ethel Claffey, South East

Technological University
Case 12 Hubspot: Harnessing the Artificial intelligence,
Power of Artificial Intelligence marketing, market research,
for Marketing consumer data
Dr Ethel Claffey, South East
Technological University
Case 13 Unleashing the Power of Segmentation, Emerging
7 Nablabs
Marie O’Dwyer, South East
market segments, Millenials,
positioning, differential
Technological University advantage
Case 14 Boots: Managing Own-Label Positioning, strategy, master
Products and Their brand strategy,
Positioning Within a Changing
Environment and Dynamic
Market(s)
Richard Howarth, Nottingham
Business School, and Jenna
Ward, Walgreens Boots
Alliance
Case 15 Dr. Martens: Engaging Brand, digital, social media,
8 Consumers for More Than
Half a Century
brand building

Marie O’Dwyer, South East

Technological University
Case 16 Brand Strategy Changes at Augmented branding, Brand
Burberry building, global branding
David Jobber, Emeritus
Professor of Marketing,
University of Bradford
 Case 17 A Recipe for Success: Adding Innovation, innovative
9 New Innovations to the Pot
Geraldine Lavin, Dublin City
products, competitive
advantage
University, and Dr Christina
O’Connor, University of
Limerick
Case 18 Collaborative Innovation: The Innovative brands,
Apple and Nike Partnership collaboration, product
Marie O’Dwyer, South East replacement, New product
Technological University development, product
extension
Case 19 Driving Electric Car Innovation, product
10 Innovation: Influencing
Factors of Tesla’s Pricing
development, CEO brand

Strategy
Dr Ethel Claffey, South East
Technological University
Case 20 Louis Vuitton: A Timeless Pricing strategy, premium
Success in Premium Pricing product, brand challenges
Dr Majd AbedRabbo, School
of Business and Creative
Industries, University of the
West of Scotland
Case 21 Serving up Sustainability: The Sustainability, conscious
11 Impetus for Greener Fast-
food Outlets
consumption, innovative
product strategy,
Dr Fiona Whelan-Ryan, South
East Technological University
Case 22 Spill the Beans: Chipotle’s Sustainability, pricing
Signature Flavour strategy, positioning
Terence W. Hermanus, Senior page xv
Lecturer, Cape Peninsula
University of Technology, and
Demi Hermanus MSc
(Microbiology), Stellenbosch
University
 Case 23 Domino’s: Reaching and Integrated Marketing
12 Staying Number One
James R.J. Roper, FRSA,
Communications, Digital
Communications,
founder of IMRG (Interactive Reinventing a brand,
Media in Retail Group), the promotional tools
UK industry association for e-
retailing and e-commerce
Case 24 Craft Beers: Marketing Brand building,
Rebels? crowdfunding, insurgent
Brian Searle, programme brand, IMC
director MSc Marketing,
Loughborough University
Case 25 Is Advertising Advertising taboo products,
13 ‘Unmentionables’ No Longer a advertising challenges
Taboo?
Marie O’Dwyer, South East
Technological University
Case 26 Blackwater Tasters Club: Subscription business
Thinking Inside the Box model, value proposition,
Aileen Kennedy PhD, customer engagement
Technological University
Dublin
Case 27 Netflix: Using Big Data to Data analytics, big data,
14 Succeed
Bernadette Naughton and
customer communication,
retention
Marie O’Dwyer, South East
Technological University
Case 28 The Happy Pear: Go With Tribal marketing, marketing
Your Gut! analytics, strategy
Dr Fiona Whelan-Ryan, evaluation
South-East Technological
University, School of Business
 Case 29 AirBnB: Belong Anywhere
15 Dr Ethel Claffey, South East
Technological University
Case 30 Billie Eilish: Leveraging the
Personal Anti-brand Across
Digital Media
Dr Ethel Claffey, South East
Technological University
Case 31 ASOS and Online Fashion
16 David Jobber, Emeritus
Professor of Marketing,
University of Bradford
Case 32 A Look Into Sephora’s
Omnichannel Strategy
Nilay Balkan, PhD., University
of Glasgow
Case 33 Marks & Spencer: Reviving a
17 British Icon
Marie O’Dwyer, South East
Technological
University
Case 34 Anthon Berg Travels the
World With Luxury Chocolates
Made in Scandinavia
Anthon Berg Asia area
director Ms Bee Kuan
Case 35 Mastercard’s Sonic Brand
18 Identity: A Sound Strategy
Aileen Kennedy PhD,
Technological University
Dublin
Case 36 Coca-Cola: Can an Iconic
American Brand Adapt Itself
to the Indian Market?
Tom McNamara and Irena
Descubes, The Rennes School
of Business, France
Direct marketing, social
media, digital marketing
Anti-brand, image
consistency, digital
communication, digital
marketing
Retailing, Integrated
Channels, SWOT analysis
Omnichannel strategy,
seamless customer
experience, AI,
Marketing audit, SWOT
analysis, Social and
Environmental concerns,
retailing
Market challenge, SWOT
analysis, market
environment, market
development
Brand identity, strategy,
competitive advantage,
differential advantage
Brand building, blue ocean
strategy, international
markets, competitive
marketing strategy
page xvi
 Case 37 Unilever’s Search for Growth Brand portfolio, BCG
19 David Jobber, Emeritus
Professor of Marketing,
Growth-Share Matrix,
General Electric Market
University of Bradford Attractiveness model,
marginal brands, strategic
divestment
Case 38 Fever-Tree: Capitalizing on Product life cycle, market
Market Trends development, Boston
Brian Searle, programme Matrix, product growth
director, MSc Marketing, strategies, insurgent brands
Loughborough University
Case 39 IKEA: A Swedish Icon Direct investment, global
20 David Jobber, Emeritus
Professor of Marketing,
brands, standardization,
adaptation, international
University of Bradford marketing strategy
Case 40 Marimekko: A Story of Leadership, Cultural values,
Design, Determination and marketing strategy,
Leadership implementation,
Fiona Ellis-Chadwick, Senior relaunching a brand
Lecturer, Loughborough
University
Case 41 Crocs: Back With More Bite! Marketing strategy,
21 Terence W. Hermanus, Senior differentiation, brand
Lecturer, Cape Peninsula association
University of Technology
 page xvii

Preface
Welcome to the landmark 10th edition of Principles and Practice of Marketing, in
which we explore together how marketing has a profound effect on the way we
live, communicate and trade, find out what this means for individuals, business
and communities, and discover the implications for how firms and organizations
operate. Marketing is constantly adapting to meet the demands of dynamic
business environments, and exploring both theoretical principles and business
practices is the key to understanding this highly dynamic and complex subject.

Developing the 10th edition

The 1st edition was published in 1995, when marketing textbooks were not
generally written from a European perspective. David had a vision to publish a
book that explained the principles of contemporary marketing, supported by vivid
practitioner examples from local markets, aiming to inspire, motivate and
strengthen students’ understanding of marketing–guiding principles that have
remained true throughout and informed the writing of every subsequent edition,
including the 10th.
Writing this edition has been more than usually challenging, as many
disruptive, unsettling and disturbing transformations have occurred in the
marketing environment since the previous edition. Brexit has disrupted trade, legal
issues and much more between the UK and EU countries; the Covid-19 pandemic
has unsettled individuals, firms, nations, society and global economies; climate
change has and continues to significantly disturb established trade practices; and
environmental targets such as reducing carbon emissions, waste and pollution are
leading to redefined brand images and altered values; finally, digital and
technology innovations, from augmented reality and artificial intelligence to
electronic vehicles, are reconfiguring marketing landscapes and transforming
business opportunities.

Why use this book to study marketing?

This book aims to help you to learn, understand and master the subject, as well as
teach and inform future marketers by:

Engaging learners
This book aims to be best-in-class in finding new ways to engage the modern
learner, by making the subject of marketing accessible using topical and
contemporary marketing practices to illustrate and demonstrate theories,
frameworks and concepts. By understanding how to interpret marketing and its
environments, and apply knowledge tactically and strategically, students gain a
richer knowledge of the value of the subject, build confidence into their
understanding and benefit from developing their expertise through a
comprehensive marketing education.
The book provides a logical and coherent framework for understanding
important topics such as digital marketing, consumer behaviour, B2B marketing,
segmentation, targeting and positioning, brand building, innovation, pricing,
communications, marketing strategy and implementation. These core subject
areas form the backbone of marketing education.
It will help you develop skills that will enable you to identify the opportunities
and pitfalls of applying marketing tools and techniques, to develop the insights
needed not only to become a successful marketer but also an accomplished
student.

Organized for learning

This 10th edition is designed to enable your knowledge of marketing to grow. We
designed the book for ease of use. Ideas, theories and concepts are explained in
each chapter, and there are many examples to bring these aspects to life.
Marketing in Action vignettes explore some of the latest applications of marketing.
Part 1 explores marketing fundamentals: the principles of how marketing
works; the forces that shape marketing practices and the environment in which
firms trade; the customer–who they are and how they behave; how to create
value and build lasting relationships; developing understanding of marketing
through analytics and customer insights.

page xviii

Part 2 examines value creation, which is at the heart of modern marketing,

from the perspectives of brands, innovation, pricing and services.
 Part 3 concentrates on how marketers communicate in the digital age, and
how goods and services are delivered. You will discover how advertising, digital
marketing, direct marketing, social media and personal selling are applied to
achieve marketing goals, and learn about the importance of distribution and
multichannel management.
Part 4 focuses on the strategic elements of marketing: marketing planning and
strategy, and how to create sustainable competitive advantage. By the time you
reach this final section, you should have developed a comprehensive knowledge.
The chapters also include Marketing in Action vignettes and Mini Cases that ask
you to apply the principles you have learned to real-world scenarios. The case
studies at the end of each chapter provide more in-depth examples. These
features will not only help you to absorb the key principles of marketing but will
also allow you to make links between the various topics and demonstrate the
marketing mix at work in real-life situations.
Other learning aids, in the form of exercises and questions at the end of each
chapter, help you check your understanding of new concepts. There are
recommended readings, so you can stretch your knowledge further. You can also
test your understanding and expand your knowledge by exploring the resources in
Connect™.

Supporting the instructor

Be at the forefront: Marketing cannot be fully grasped without solid examples of
how theories apply in practice. That is why in every chapter you will find a wealth
of examples to support the theoretical concepts, models and frameworks
presented. Use the latest theoretical marketing thinking, and apply the new
vignettes, case studies and illustrations throughout the book to illuminate each
subject area.
A comprehensive educational resource: Principles and Practice of
Marketing is more than a textbook–through a suite of digital learning tools and
teaching resources it supports transitional learning:
by providing coherent stories around each marketing subject, which engage
and illuminate
signposting routes through topical, challenging and complex marketing topics
with resources to support the delivery of memorable learning experiences to
engage the modern student, enabling them to gain knowledge, apply
marketing ideas and develop critical thinking skills.

New for the 10th edition

Recent events and contemporary issues are featured throughout, but there further
exciting new developments in this edition.
New content: in response to reviewers’ feedback there are new examples of
digital marketing, EDI and sustainability in the form of Mini Cases, Marketing in
Action vignettes, Hidden Gems and extended case studies. Stimulating
examples enable discussion and provoke debate. For example, discover
whether home working and electric vehicles are good for the planet; evaluate
how digital customer insights are driving marketing but causing ethical
challenges over data and privacy; consider how Gucci and L’Oréal have become
leaders in the use of digital technology in the luxury fashion and beauty
industries, and what these cases mean for the future of marketing.
New feature: Hidden Gems showcase firms doing things differently and reveal
how SMEs are shaping marketing as well as large corporate brands. Each
Hidden Gem has its own revealing story and digital credentials. Pangaia, for
example, is saving the planet with clothes and technology; Darktrace is hiding
in plain sight, protecting its customers with cyber security; Alpro is delivering
plant power on a large scale; and Tobii is watching consumer behaviour using
attention computing. These new up-to-the-minute gems appear in each
chapter.
New chapter: Chapter 3 Sustainable Marketing and Society focuses on how
the environment and society are changing the marketing landscape, discusses
the implications of sustainability for marketing theory and practice, and
considers how to create value through practical sustainable approaches to
marketing. Examples and features emphasize the growing importance of this
area of study, and bring into question many traditional marketing practices.
New beginnings and new endings: we have redesigned the chapter
openings to highlight the important learning outcomes, making it clear what
you will be able to achieve having read the chapter. At the end of each chapter,
the Big Picture feature acts as an aide-memoire, highlighting key topics, while
the Detailed Review expands on this to provide concise summaries of what is
learned in each chapter.
Research updated: latest studies in the field of marketing bring page xix
new insights, building on seminal works that set out the very
foundations of marketing education presented in earlier editions of Principles
and Practice of Marketing, and introducing new thinking on many areas of
marketing, including new models of sustainability and digital marketing.
Exciting new in-depth cases: the cases at the end of each chapter
showcase real-world marketing and tackle challenging issues facing brands
trading in dynamic markets. Here are just a few to invite you into the fast-
moving world of marketing:
Netflix, using big data to succeed against hot competition
 BrewDog, a brand built on attitude, crowdfunding its way to becoming the
world’s most sustainable beer
Anthon Berg’s SWOT analysis sets out the plan for a global future for this
luxury Scandinavian chocolate brand
singer-songwriter Billie Eilish is leveraging personal anti-branding online,
showing how consistent messaging creates a marketing tour de force
Dr Marten’s boot rebellion is revitalizing the UK brand, embracing digital to
grow its market footprint
Chipotle spills the beans on using local and organic produce to differentiate
the brand by producing food with integrity.
Each case progresses ideas and concepts explored in the chapter.
New package of supporting online resources: including a rich choice of
activities designed to help students develop and apply their understanding of
marketing concepts. See pages xxii–xxv for further details.

We hope you will all enjoy this book, and it adds to your knowledge,
understanding and expertise in the subject of marketing.

Fiona Ellis-Chadwick
 page xx

Guided Tour
Real Marketing
Throughout the Principles and Practice of Marketing 10th edition product,
marketing principles are illustrated with examples of real marketing practice. The
following features encourage you to pause to consider the decisions taken by a
rich variety of companies.
Hidden Gem feature showcase firms doing things differently and reveals how
these companies are shaping marketing.

Marketing in Action vignettes provide practical examples to highlight the

application of concepts, and encourage you to critically analyse and discuss real-
world issues.
Mini Cases provide further examples to encourage you to consider how key
concepts work in practice, and have associated questions to help you critique the
principles discussed in each chapter.

page xxi

Exhibits demonstrate how marketers have presented their products in real

promotions and campaigns.
Case Studies Two are provided at the end of each chapter, based on up-to-date
examples that encourage you to apply what you have learned in each chapter to a
real-life marketing problem. Instructor’s Teaching notes can be downloaded from
the Online Learning Centre via Connect.

Questions are provided at the end of each case study to allow you to test
yourself on what you have read. Multiple Choice Questions are also available in
Connect.

Case Analysis Activities encourage students to think analytically about real-

world marketing situations. Multiple choice questions prompt them to critically
asses the case and then test their understanding of core concepts covered.

page xxii

Studying Effectively
Principles and Practice of Marketing is designed to make every study moment as
efficient as possible. The following features will help you to focus your study,
check your understanding and improve learning outcomes.
Learning Outcomes are listed at the beginning of each chapter to show you the
topics covered. You should aim to attain each objective when you study the
chapter.

Key Terms are provided at the end of each chapter—use the list to look up any
unfamiliar words, and as a handy aid for quick revision and review.
Study Questions allow you to review and apply the knowledge you have
acquired from each chapter. These questions can be undertaken either individually
or as a focus for group discussion in seminars or tutorials.

Recommended Reading at the end of each chapter can be used to research an

idea in greater depth.
Another random document with
no related content on Scribd:
Burmese merchants made their way to India, while Gautama was
alive, and becoming converts of his teachings, or system of belief,
they were about to return to Burma, when Gautama gave them some
relics of his person, saying that while they kept these relics they
would observe his system of doctrine. He then tore off a small piece
of his priestly robe, gave them his simple begging bowl, and pulled
eight hairs out of his head, and gave them these also as keepsakes
and reminders of his teaching. These gifts they brought back to
Burma, and over them erected a small pagoda, which formed the
original portion of the present great structure that has become so far
famed in the Buddhist world. The original structure must have been
as insignificant as many that are seen elsewhere. But as time went
on, and the invention, for it could have been nothing else as in the
case of the eyetooth at Candy, was accepted, the pagoda became
more and more famous, and its size was increased until its present
dimensions were reached. It is now 1,350 feet round its base, and
rises to the towering height of 328 feet. Its height is exceeded only
by the pagoda at Pegu, but its general dimensions are far greater
than the latter, and its fame has no rival. Reliable accounts of the
time of building the original pagoda are wanting. But it is pretty
certain that its present dimensions were reached some five hundred
years ago. I have been unable to learn when it was first covered with
gold leaf.
 Shrine, Sway Dagon Pagoda

The structure of this pagoda has many other important features.

Round its base are found many forms of elephants, and small
pagodas that fairly line the lower circle. There are four shrines at the
cardinal points of the compass. It will have been noted that the
pagoda, unlike all other designs of sacred buildings given to worship,
has no interior chamber. Excepting the small cavity given to the relic,
there is solid masonry throughout the vast structure. But the most
striking display of the pagoda is its covering of gold leaf. From base
to top every inch is covered with this golden coat. The devout
Buddhists are always renewing this gilding. No provision is made to
prevent the rains that beat upon the pagoda for six months of each
year from washing away this golden covering. Its rusty appearance
on any part simply calls for more offerings for more regilding, by
which the devout Buddhist expects to gain much merit. I have been
unable to learn the cost of gilding the exterior, though it must be very
great. The pagoda is regilded about twice in ten years. It is difficult to
determine the cost, as the gilding is put on in patches. The renewal
has never been done systematically, but by piece-meal. Besides this,
the umbrella that crowns the pagoda and its pendent rings are
studded with precious stones and jewelry to the value of two
hundred and fifty thousand dollars. The four shrines are ornamented
with hand-carving wrought out with great pains and skill. There are
two very large chests near the entrance to the pagoda area, into
which all devout Buddhists visiting at this temple drop their offerings.
These gifts are taken care of by the trustees of the pagoda, and
expended on its maintenance. Round about the temple is an open
court, which would accommodate many thousands of visitors, and
ofttimes it is crowded to its fullest capacity. On the outside of this
court, and inside the walls that make up the four sides of the square
known as pagoda hill, there is a grove of palms and peepul-trees.
The latter is the sacred tree of Buddhism, and it is usually found
wherever pagodas have been built. Underneath these trees, and
entirely surrounding the pagoda inclosure, there are many large
pavilions, most of them open to all comers, where images of
Gautama are numbered by the hundreds. A few images of Gautama
are in closed structures behind glass and iron bars. Other symbols of
the Buddha or his teaching are there also; but images of Gautama
are by far the most numerous. Gautama is represented as reclining
on his right side, with his head supported by his hand; as sitting,
which is the accepted position; and standing. These are three
chosen attitudes. These three postures are all that are commonly
used. The images are made of brass, of marble, and of alabaster.
Some of them are of the normal size of a man, and some of them
are many times larger, but all bear the impassive features of a man
absorbed in meditation. These images always bear distinctly
Burmanized features.
There are also great bells about the Sway Dagon Pagoda. The
larger bells are supported on great wooden beams, and are rung by
all the worshipers, and even by the idle passer-by. But the strange
thing about all this area of the pagoda is that it is open to all peoples,
and no objects except the inclosed images are protected in any way.
This is not true of either Mohammedan mosques or Hindu temples.
All Buddhists take off their shoes or sandals before going up the
steps. And if any Asiatic should attempt to go up the stairs with
shoes on, he would be ordered to make bare his feet. Europeans are
not so restricted. But this appears to be the only special requirement
for admission to the pagoda area. So it comes to pass that the
devout Buddhist strikes the great bells with the wooden beam, or
horns of an elk that are kept for that purpose, and the next passer-by
may be an idle globe-trotter, who strikes the bell to only test the
melody of its sound.
Worship at a pagoda is a study. The idea of worship in Buddhism
differs so widely from that of any other religion, that it makes the
student of comparative religions pause with astonishment. Buddhism
is very much a religion of negations at best. There is little that is
positive in it. There is no God according to pure Buddhism. It does
not teach an unending personal immortality. The character of
existence beyond death is believed to be through various
transmigrations of beasts, demons, and elevated spirits to final
extinction of personal existence in Nirvana. Continued existence is
considered a calamity. To extinguish personality in Nirvana is the
supreme goal. In that loss of personal identity man passes from
under the necessity of being reborn. In all the struggle in which man
is engaged he has no aid from without himself. His own meritorious
acts must bring him through all lower existences, and finally drop him
into the oblivion of neikban. Before men can reach this goal, they
must have passed through myriads of existences, many of these
lives being spent in hells filled with all tortures. The hells of
Buddhism are filled with terrors measured only by the wildest
imagination, lasting through millions of years. Buddhism is a system
in which there is no God to hear a prayer or speak a consoling word.
Then what is worship under such a religion, if indeed it be a religion?
The people and the yellow-robed priests fill the spaces before these
several shrines, and there offer flowers and food to the images of
Gautama. Or they sit upon their heels about the open court that
surrounds the pagoda, and offer their flowers toward the pagoda,
lifting them toward the top of the gilded dome, while they laud the
great teacher of Buddhism. In none of these acts is there any real
prayer. There is no confessing of sin or need, nor hope even that
Gautama can hear, as he is supposed to have ascended to Nirvana
and to have attained to annihilation of conscious self. The whole of
their worship seems to be made up of laudations of the name and
character of Gautama, and his law, and the Buddhist priesthood. All
worship consists in praise of an extinct personality on the part of a
man whose highest hope is to attain unto like personal extinction!
But in all the dreary and weary struggle there is no eye to pity and no
hand to help to attain this goal of spiritual suicide.
 Front of a Gautama Temple

One of the incongruities about this great pagoda I found in the

fact that the watchmen are Hindus. Perhaps no temple of non-
Christians, save that of Buddhists, is cared for by men of other faiths.
Christian Churches in Southern Asia do often employ Hindus or
Mohammedans to care for them and act as collectors of their funds.
But none but Mohammedans go into a Mohammedan mosque, and
only Hindus enter a Hindu temple. There sits a Mohammedan also
inside the pagoda area selling coffee and bread to all who wish to
buy. Bishop Thoburn once remarked that perhaps only in Burma,
and that at a Buddhist place of worship, could such an incongruous
sight be witnessed.
Another feature of the pagoda area is that at its four sides, east,
west, north, and south, it is bounded by brick walls, rising four or five
feet above the pagoda area, and of several feet in thickness. The
Burmese fortified the pagoda, and the English have done likewise. At
the base is another higher wall, and inside of this a moat. The
English soldiery guard the pagoda hill, and the ordnance department
of the British garrison stationed at Rangoon is inside the outer wall
on the west of the pagoda. The guard is not seen about the court. In
the northeast corner of the pagoda area are several graves of British
officers and soldiers who fell in storming that fortress in 1852. From
the southeast corner of the inclosure you see the slope up which that
band of soldiers charged, and half down the hillside are a number of
graves which are unnamed, and around them a wall is built. Here the
common soldiers fell in that charge. They died for “Greater England.”
From the pagoda wall you can get one of the finest views in
Lower Burma. To the south and southeast lies the greater part of the
city of Rangoon. At the lower extremity of the city the Pegu and
Rangoon Rivers unite their ample breadth of waters. The great rice
mills line the river and its larger tributaries, and lift their tall chimneys
above every other building of the city. To the left the beautiful Royal
Lakes reflect the tropical sunlight in dazzling brightness, while to the
northward the sweep of vision includes many stately houses of the
residents of Kokine, the fashionable suburb of the city.
 CHAPTER IX
Buddhism; How Maintained

T HE hoary system of Buddhism must have some elements of

vitality to keep it in existence through the twenty-six centuries of
its history. That it has long since passed the stage of its greatest
power is quite easily believed. That such a system could remain the
religion of progressive races under the light of the present and the
future, as indicated by the present, few will maintain. That the
number of its present adherents has been greatly exaggerated, there
is no doubt. Some of the peoples which have been classed as
Buddhistic in religion are clearly not distinctively of that faith.
Sir Monier Williams, in his great work on Buddhism, says that of
real Buddhists, who are not more identified with some other religion
than with it, number not over one hundred millions of adherents,
instead of five hundred millions, as some have claimed. He declares
that Christianity, and not Buddhism, is the strongest religion
numerically in the world.
But a religion with even one hundred millions of reasonably
faithful adherents of its doctrines and practices demands our
respectful study. It is not possible within the limits here defined for
the writer to discuss the many-sidedness of Buddhism, for all the
elements of a faith must have consideration in an attempt to set it
forth comprehensively. It is the writer’s intention merely to outline
some features of Buddhism most apparent to a missionary whose
work lies in a Buddhist country. Buddhism is said to be in its purest
form in Burma and Ceylon.
A few general statements may be made. Buddhism never
claimed to be divine in its origin. It was originally entirely atheistic. It
is hardly entitled to be called a religion. It is the most pessimistic
philosophy ever taught among men, or even conceived as yet, by
any teacher. It inveighs against all natural desires or emotions
however exalted, and disallows the holiest relationship. Society itself
could not exist if the fundamental teachings of Buddhism were
observed. All innocent joys are prohibited among those who would
attain to Nirvana. It makes self-destruction the highest aim of man.
To cease to be born, and to extinguish personal consciousness, is
set before its followers as the final goal to be sought. How can such
a system, so opposed to all that men love, find millions of
adherents?
There certainly is a fascination about the supreme renunciation
in the system. Gautama certainly renounced much; and doubtless
many of his followers have made such a sacrifice of desires as he. It
is not here maintained that this renunciation is wholly unselfish, but
that it lies at the foundation of Buddhism; and however unhealthful a
sentiment it is, it has always appealed to many minds. Those who
will not make such renunciations themselves revere those who do,
and help sustain a system that teaches such tenets.
Another source of the power of Buddhism is found in the system
of doctrine taught. It is all the stronger in that, as a system, it is
connected with a great teacher. It is true that Buddhism has more in
it which Gautama did not teach, than of that which he did teach. But
it is very easy for the Buddhist to connect any teaching of his religion
directly with his idea of Gautama. When a religion with a system of
doctrine meets with the nebulous beliefs and incoherent practices of
demonology, or like beliefs, it must steadily gain adherents.
Buddhism has a literature of much importance. To have sacred
books, which can be appealed to in support of the voice of the living
preacher, or teacher, is a great source of power. We see in Burma
that the more backward races are becoming Burmanized and
converted to the Buddhist religion. When they have become
Buddhists, as in the case of Karens, it is the testimony of all
missionaries that they are much more difficult to convert to
Christianity. This Buddhist “law” is one of the three objects of
reverence, or worship, enjoined by Gautama.
 Gautama exalted the brotherhood of monks. They have become
one of the three objects of veneration. Dressed in their yellow robes
and admitted to the monastic order, they are thereby exalted in the
minds of Buddhists far above the ordinary man. So much so, that in
all addresses to them the highest terms of honor are used. On some
occasions they are actually worshiped. When a monk, or poungyi,
leaves the assembly of monks, which is frequently the case, he at
once drops to the level of the ordinary man. But while he is a
member of the order, he is regarded as a superior, worthy of all
reverence even by his own family. These monks, with their yellow
robes and beads and boy attendants, are everywhere, except at
weddings and festivals, though often gathering in crowds a little
apart from the latter. The daily going forth with the begging bowl to
receive the food given by the devout, or even respectable laity, is an
object-lesson in Buddhism. The distinctive buildings called choungs,
in which the monks always live, are found in every village; and whole
blocks of these buildings in all towns and cities proclaim the teachers
of Buddhism. These houses of the monks are invariably the best
buildings in the village. This conspicuous advertisement of the
monastic teachers does much to keep the system which they
represent ever before the people in a conspicuous way.
 Buddhist Monk and Attendant

But the monks do two distinctive services for their faith of a more
positive kind. They teach practically every boy in Burma. They teach
the boys to read, and they indoctrinate them. No boy is considered to
have a human spirit at all. He must remain an animal until he has
spent at least one day in the monastery. But aside from this
approach to the sacred order of monks, all Burmese boys attend
school for some length of time, and usually learn to read their
language passably well. They certainly learn the Buddhist doctrines.
So it comes to pass that most Burmese know what they believe,
however inconsistent with this belief they live. They also learn the
elements of arithmetic, as well as the grotesque teachings of
Buddhism in geography of these teachers. In estimating the strength
of Buddhism, and its ability to maintain itself, the monastic school,
uniting a religious order with the instruction of all the male childhood
and youth, stands easily first of all its sources of power.
There are schools conducted by laymen in almost every large
village. These schools do not generally have a continuous existence,
but so long as a teacher can get scholars he keeps his school going.
In these lay schools also some Buddhistic instruction is imparted. So
that the Buddhist youth is the exception who has not been
indoctrinated with Buddhist teaching. Without knowing why he is a
Buddhist, nevertheless he proclaims himself as a Buddhist, and will
give a fair statement of his belief. The missionary must bring his
message to a mind pre-empted by Buddhist doctrine taught by the
yellow-robed monk.
From this statement of the Buddhist school system of the
Burmese, and to its power as a religious agency, the reader, as does
the missionary, will see the imperative need of Christian schools to
take the place of the Buddhist schools. Their efficiency as a
missionary agency can not be over-estimated. Each of the large
missions now operating in Burma has adopted this strategic agency
with very encouraging results. Many Buddhists do not hesitate to
send their boys to a mission school if it is equipped to do superior
work. Here, then, is Christianity’s greatest opportunity among the
young. That mission will show greatest wisdom which gives Christian
schools of the higher grades special attention.
There are doctrines of Buddhism, aside from the moral precepts
or regulations for the conduct or belief of its adherents, which may
be, all unconsciously to the Buddhist, of great attraction. Buddhism,
as has been noted, like most other Eastern philosophies, teaches
that men pass through many births through countless ages, and
transmigration through men, animals, and spirits. This transmigration
may be endless, and will be, if the individual does not attain to
Nirvana. Now, while a man’s place in the scale of being is
determined by the conduct of the life that now is, there is nothing
final in this life as affecting destiny. If he sinks in the scale of being,
he can rise in the same by his conduct in another existence. The
time taken to make his recovery from the consequences of his
demerits in this life may be ages; still he can retain all that he has
lost by a bad life here. It therefore comports with men’s wish that
they can commit acts not wholly agreeable to the known or believed
rules of conduct, and yet they believe they can escape after a long
time the consequences of such trifling with their moral code. It is a
pleasant belief of human nature, wishing to indulge in that which is
forbidden, to sacrifice some future blessedness for a present
gratification, if at the same time the man can believe that the loss
may at some future time be recovered. To a temporizing conscience
this is a very comforting doctrine.
Buddhism teaches that character and states of existence are
determined finally by a man’s unaided efforts. Human nature in all
lands takes kindly to such teaching. If men could purchase salvation
at a price in payment or sacrifice of even life itself, there would be
many applicants for eternal life, who will not receive it as a gift.
Buddhism is very complimentary to self-conceit when it teaches that
we need no God to enlighten us, no Savior to save us, but that we
can recover ourselves. That only our own acts can affect our scale of
being and ultimately determine our destiny, in every varying merit or
demerit, is believed. Building and gilding a pagoda lays up a great
store of merit, and to engage in meditation is the most meritorious
work of all. Their whole system of the merit of works breeds
inordinate conceit, and hence is a very pleasant doctrine to men. To
save themselves, and not to be saved by the vicarious sacrifice of
another, is pleasing to pride. I think all agree that this belief in self-
acquired merit is one of the strongest bulwarks of Buddhism.
 The student of religion who looks for its effect on the people, is at
first perplexed at a singular paradox among the Burmese Buddhists.
He finds a religion that frowns upon the innocent joys of life, and
much more upon all spectacular demonstrations. It especially
discourages theatricals and feasting. The natural effect of such a
religion would be to depress the spirit and overshadow the life. It
would pluck up all gayety from a people. But we find the Burmese
Buddhists the gayest and most light-hearted race of the Orient. Their
religion to the contrary, they have more music, dancing, and
theatricals than any other people. And in all this they regard
themselves as the most consistent Buddhists. They even connect a
festival with almost every special religious duty. It therefore comes to
pass that they harmonize festal joys with the utter prohibition of them
by their religion, and count the practice and the “law” that interdicts it
equally “good.” By observing this fact, it is clear that the drastic
prohibitions of Buddhism have no place at all in life practice. If,
therefore, this contradiction of Buddhism does not add to its strength,
it at least allows the adherent to accept and reject such portions of
the Buddhist law as may be convenient, and as suits his fun-loving
and easy-going disposition. In this way the Burman comforts himself
with the belief that he is a devout Buddhist, and at the same time
escapes all the depressing effects on his nature that would result if
he actually undertook to keep either the letter or spirit of the Buddhist
law. So it appears this paradox is explained.
 Funeral Pyre of a Burmese Priest

Examples of their ability to turn any circumstance into a festival

is seen at their funerals. When an ordinary man dies the friends
gather and bring food, and keep up a several days’ feasting. On the
day of the funeral long lines of oxcarts are drawn up, each with some
offering for the poungyis, or priests. These gifts to the priests seem
to be about the only religious part of the ceremonies. Then with
bands playing, and often dancers and buffoons performing at the
head of the procession, they move away to the burial ground. On
several occasions I saw half-drunken men carrying the coffin on a
tall, loosely-constructed framework, dancing with all their might
under their burden. Sometimes it seemed the coffin would fall to the
ground.
I have seen the burial of a Buddhist nun where the procession
contained sixty-one stands of presents, one for each year of the
nun’s life, carried in front of the corpse. These presents were
intended for the priests, and they enabled the donors to gain merit,
make a show, and enjoy a festival all in one. The presents were of
plates, towels, and carpets, amounting to about ten dollars a stand,
or over six hundred dollars in value in all. The poungyis often preach
against the festivals, but I have never heard that they ever refused to
receive the presents, an indispensable feature of the display.
There are great festivals gotten up at the burning of a priest who
has been much venerated. He may have enjoyed a reputation for
great learning, and perhaps lived to a good old age. The body is
kept, if the priest should die in the rainy season, until the dry weather
brings a time suitable for camping in the fields. Arrangements having
been completed, a place, usually a cleared rice field, is selected, and
booths are constructed to accommodate the gathering people.
Material is procured, and a very large skeleton framework of dry
poles is constructed in imitation of the seven-fold roof of a
monastery. This framework is covered over with matting and paper,
on which is much ornament, usually of a pictorial character. Great
ropes are drawn high up into the framework, where it is designed the
coffin shall be placed before the burning. A procession is formed to
bring the body in great state, with all kinds of symbolical banners and
imitations of the sacred elephant. The casket is placed on these
great ropes, and skillfully drawn into the tower of the structure. When
the body is once in its place, the younger men hastily take up
burning spears, as fire brands, and hurl them into the combustible
material, and in an instant all is aflame. Soon there is nothing but
ashes. The camp is broken up, and the people return home. They
have had a great festival lasting in preparation over many days, and
have performed a pious work of merit. They have violated much of
Buddhist teaching; but by their spectacular festival they have helped
to perpetuate Buddhism in the community. I witnessed preparation
for one such burning near Rangoon. The firing of the pyre occurred
on Sunday, amidst a great throng of all the nations represented in
Burma. The full account was given in the daily papers, and it is said
that thirty thousand dollars was spent in cremating the one body, that
of a noted monk. Recent word from Mandalay tells of the cremation
of the body of the chief bishop of Buddhism in Burma. It is said
twenty thousand people were present at this festival. Yet the bishop
had always preached that all festivity was wrong, and the whole
Buddhist people declared the “law” was good.
 The same contradictions are apparent in their theological
teaching. One instance will suffice as an illustration. Fish is a
common and much appreciated article of food in Burma, and has
been for centuries. The people have come to regard fish as
necessary to their food as rice. This creates a great demand for fish,
and consequently calls for a multitude of fishermen. But by Buddhist
teaching the fishermen, or the hunter, is doomed to the deepest hell
for taking life. They teach that there are four great hells, one below
another, and the fisherman is doomed to go to the bottom of the
lowest hell, and can not get out till he spends fifty million years in
each of the four hells. And only after that could he hope to be born a
man again on earth. Meantime the well-fed Burman who fattens on
the fish, who made the fisherman necessary, thinks he not only has
no responsibility for the other’s sin, but is making good headway
toward Nirvana! The fisherman, when interviewed, is quite at ease.
Question him of the sin of taking the life of the fish, and he will
confidently tell you: “I do not kill the fish. I only drag it out of the
water, and the hot sun kills it.” Both declare themselves good
Buddhists, and that “the Buddhist law is good.” It leaves liberty
enough for any number of specious pleas to avoid personal
responsibility for violating the Buddhist prohibitions, while the
votaries of Buddhism are still pretending to keep the “law.”
 CHAPTER X
Buddhism and Christianity Contrasted

C OMPARATIVE religion is one of the most fascinating studies. In

Christian lands well-informed people are ever ready to receive
any new light on any of the principal religions of the world. In the
East also there is inquiry after the tenets of differing faiths. It is true
the inquiry in the Orient is confined to a few of the most advanced
minds, and it is also doubtful if the inquiry is often fairly made. The
disposition seems to be to assume, to begin with, that some religion
like Hinduism, or Buddhism, is the religion of most truth, and then to
show that Christianity has some things in common with these faiths.
The deduction is then easily drawn that one can be an eclectic in
religion. I have seen Europeans in the East who, in an off-handed
way, would say: “It is wrong to try to convert the Burmese from their
Buddhism to Christianity. Their religion is better for them than ours
would be.” I have not heard such a remark from any one who
pretended to be a Christian in any devout or spiritual sense. He
would be a Christian only in the sense that he belonged to the
European community, who are always called “Christians” by those of
other faiths.
Buddhism has had much praise for its moral precepts, and its
general practice of total abstinence from all alcoholic drinks. This
prohibition has been widely observed. It is probable that Buddhism
was the first religion to require total abstinence. Then Buddhism
gave woman a freedom that no other religion of the East allows.
Contrasted with Hinduism or Mohammedanism in this respect,
Buddhism must be highly commended. But it is another matter when
men assume that one religion is as good as another, or estimate
Buddhism as a religion of comfort and light, when it has neither.
 It is not the purpose of this book to attempt a comprehensive
statement of comparative religions, much less a discussion of that
idea. But it is my purpose to set before the reader that wherein
Buddhism is contrasted with Christianity, believing that Christianity,
and it alone, satisfies the wants of any human soul. I have desired to
show wherein Buddhism fails in all essential features to measure up
to this need of man for a perfect religion. It is not intended to
disparage any incidental good that Buddhism may possess, but to
show the contrast with Christianity in its fundamental teachings. In
this I am not dependent on my own research, but can accomplish my
purpose best by quoting from Sir Monier Williams. This great scholar
and author published his works on Buddhism as a culmination of
extended studies in the great religions of the world. It is the ripest
fruit of his high scholarship. He published this work just a few years
before he died. From his chapter on “Buddhism Contrasted with
Christianity” I have quoted at length, believing his contrasts are
exhaustive and entirely truthful.
This eminent author doubts if Buddhism is a religion at all. After
postulating that every system assuming to be a religion must declare
the existence of an eternal God, and the immortality of the soul of
man, he further declares that such a system must satisfy four
requisites:
“First. It must reveal the Creator in his nature and attributes to
his creature, man.
“Secondly. It must reveal man to himself. It must impart to him a
knowledge of his own nature and history—what he is; why he was
created; whither he is tending; and whether he is at present in a
state of decadence downwards from a higher condition, or of
development upwards from a lower.
“Thirdly. It must reveal some method by which the finite creature
may communicate with the infinite Creator—some plan by which he
may gain access to him and become united with him, and be saved
by him from the consequences of his own sinful acts.
“Fourthly. Such a system must prove its title to be called a
religion by its regenerating effect on man’s nature; by its influence on
his thoughts, desires, passions, and feelings; by its power in
subduing all his evil tendencies; by its ability to transform his
character and assimilate him to the God it reveals.”
This writer claims what all must admit, that early Buddhism failed
in all these requisites, and was not a religion. It refused to admit a
personal Creator, or man’s dependence on a higher power. “It denied
any external Ego in man. It acknowledged no external revelation. It
had no priesthood—no real clergy; no real prayer; no real worship. It
had no true idea of sin, or of the need of pardon, and it condemned
man to suffer the consequences of his own sinful acts without the
hope of help from any Savior or Redeemer, and indeed from any
being but himself.”
A few years ago a former bishop of Calcutta saw a Buddhist in a
temple, and asked him, “What have you been praying for?” “I have
been praying for nothing.” “To whom have you been praying?” He
answered, “I have been praying to nobody.” “What, praying for
nothing to nobody?” said the astonished bishop. This is a fair sample
of the religious expression of Buddhists.
This eminent writer admits that later Buddhism has developed a
great reverence for Buddha, the law, and the monkhood, which is
some expression of man’s sense of need. But in reality this is a cry
from the hungry heart of man for God, which Buddhism does not
recognize nor foster. Pure Buddhism is atheistic. This author also
considers what claim Gautama has to the title, “The Light of Asia.”
He first points out that “his doctrines spread only over Eastern Asia,
and Confucius, or Zoroaster, or Mohammed, might equally be called
‘The Light of Asia.’” He also maintains that Gautama was not a true
light in any sense; that he claimed little higher than intellectual
enlightenment resulting from intense concentration of all man’s
intellectual powers in introspection. He did not claim to have any
voice regarding the origin of evil, nor concerning a personal God. His
“light,” in this respect, was “sheer darkness.” And so the system he
founded is as devoid of “light” as midnight. “All that he claimed to
have discovered was the origin of suffering and the remedy of
suffering. All the light of knowledge to which he attained came to this:
That suffering arises from indulging desires, especially the desire for