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Full Ebook of Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Online PDF All Chapter
Full Ebook of Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Online PDF All Chapter
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page i
Tenth Edition
page ii
page iii
Tenth Edition
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
PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3
PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465
PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681
Glossary 875
Company Index 887
Subject Index 896
page vii
Preface xvii
Guided Tour xx
Technology to Enhance Learning and Teaching xxiii
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
page viii
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
page ix
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
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
Vignettes
Marketing in Action
1.2 Brand Loyalty Wobbles When Starbucks Employs a Siren That’s Just Too
Perfect 19
3.1 We Know What the Problems Are, But What Are We Doing to Halt the
Deteriorating Climate? 96
4.1 Impulsive Behaviour, Panic Buying and WeChat Mini Programs 142
4.4 Wing Yip: All the Chinese You Need to Know 158
5.2 Most Valued People Award Helps Drive Umbraco’s Success 193
6.3 What is Big Data? GSK Shares Its Big Data 236
7.4 Create a Global Target Market Campaign, Share-a-Coke and Bridge a Racial
Divide 272
9.1 Energy Firms Collapse as the Wholesale Price of Gas and Electricity Heats
Up 350
9.3 Freemium Pricing: Giving Away the Core Product to Build a Global Brand
364
10.1 Innovation in Luxury Industries in Europe 392
11.4 How Social Media Transformed the Hashtag Into a Marketing Tool 440
14.1 Gucci Targets Its Customers of the Future Through Digital Media 560
16.2 Fingerprinting the Supply Chain Leads to Success for Costco 647
17.1 Birds Eye Looks Closely at Its Target Marketing Strategy 697
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
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
20.1 Amazon Helps Companies Grow Their Businesses Around the Globe 806
Hidden Gem
1.1 Moving Mountains Ups the Game for Vegan Food Brands 6
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
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
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.
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 Direct marketing, social
15 Dr Ethel Claffey, South East
Technological University
media, digital marketing
University of Bradford
Case 32 A Look Into Sephora’s Omnichannel strategy,
Omnichannel Strategy seamless customer
Nilay Balkan, PhD., University experience, AI,
of Glasgow
Case 33 Marks & Spencer: Reviving a Marketing audit, SWOT
17 British Icon
Marie O’Dwyer, South East
analysis, Social and
Environmental concerns,
Technological retailing
University
Case 34 Anthon Berg Travels the Market challenge, SWOT
World With Luxury Chocolates analysis, market
Made in Scandinavia environment, market
Anthon Berg Asia area development
director Ms Bee Kuan
Case 35 Mastercard’s Sonic Brand Brand identity, strategy,
18 Identity: A Sound Strategy
Aileen Kennedy PhD,
competitive advantage,
differential advantage
Technological University
Dublin
Case 36 Coca-Cola: Can an Iconic Brand building, blue ocean
American Brand Adapt Itself strategy, international
to the Indian Market? markets, competitive
Tom McNamara and Irena marketing strategy
Descubes, The Rennes School page xvi
of Business, France
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.
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.
page xviii
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.
page xxi
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.
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.
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