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 Page i

DHRUV GREWAL, Ph.D.

Babson College

MICHAEL LEVY, Ph.D.

Babson College

SHIRLEY LICHTI, B.A., M.A.

Wilfrid Laurier University
 Page ii

MARKETING
FIFTH CANADIAN EDITION
Copyright © 2021, 2018, 2015, 2012, 2009 by McGraw-Hill Ryerson Limited.
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rights reserved. No part of this publication may be reproduced or transmitted in
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Dedication Page iii

To our families for their never-ending support.

To my wife, Diana, my daughter, Lauren, my son-in-law, Chet, and my

son, Alex.
—Dhruv Grewal

To my wife, Marcia, my daughter, Eva, and my son-in-law, Alex.

—Michael Levy

In memory of my marketing mentor, Dr. Gordon McDougall.

Thanks as always to my husband, John.
—Shirley Lichti
 Page iv

About the Authors

Courtesy of Dhruv
Grewal

Dhruv Grewal, Ph.D. (Virginia Tech), is the Toyota Chair in Commerce and
Electronic Business and a Professor of Marketing at Babson College. His
research and teaching interests focus on direct marketing and e-commerce,
marketing research, the broad areas of value-based marketing strategies, services
and retailing, and pricing. He is listed in Thomson Reuters’ 2014 World’s Most
Influential Scientific Minds list (only eight from the marketing field and 95 from
economics and business are listed). He is an Honorary Distinguished Visiting
Professor of Retailing and Marketing, Center for Retailing, Stockholm School of
Economics; an Honorary Distinguished Visiting Professor of Retailing and
Marketing, Tecnológico de Monterrey; a GSBE Extramural Fellow, Maastricht
University; a Global Chair in Marketing at University of Bath; and has been a
Visiting Scholar at Dartmouth College. He has also served as a faculty member
at the University of Miami, where he was a department chair.
He has published more than 150 articles in journals such as the Journal of
Retailing, Journal of Marketing, Journal of Consumer Research, Journal of
Marketing Research, and Journal of the Academy of Marketing Science, as well as
other journals. He currently serves on numerous editorial review boards, such as
the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of
Marketing Research, Journal of Interactive Marketing, Journal of Business
Research Journal of Public Policy & Marketing, and the advisory board for Journal
of Retailing.
He has won a number of awards for his teaching: 2017 Robert B. Clarke
Outstanding Educator Award, 2010 Academy of Marketing Science
Cutco/Vector Distinguished Educator Award in May 2010, 2005 Sherwin-
Williams Distinguished Teaching Award, Society for Marketing Advances, 2003
American Marketing Association, Award for Innovative Excellence in Marketing
Education, 1999 Academy of Marketing Science Great Teachers in Marketing
Award, Executive MBA Teaching Excellence Award (1998), School of Business
Teaching Excellence Awards (1993, 1999), and Virginia Tech Certificate of
Recognition for Outstanding Teaching (1989).
He has taught executive seminars and courses, andr worked on research projects
with numerous firms such as Dell, ExxonMobil, IRI, RadioShack, Telcordia,
Khimetrics Profit-Logic, McKinsey, Ericsson, Motorola, Nextel, FP&L, Lucent,
Sabre, Goodyear Tire & Rubber Company, Sherwin-Williams, and Asahi. He has
delivered seminars in the United States, Europe, Latin America, and Asia. He
has served as an expert witness or worked as a consultant on numerous legal
cases. He serves on the Board of Directors of Babson Global, and on the Board
of Trustees of Marketing Edge.

Courtesy of Michael
 Levy

Michael Levy, Ph.D. (Ohio State University), is the Charles Clarke Reynolds
Professor of Marketing Emeritus at Babson College and CEO of RetailProf
LLC. He received his Ph.D. in business administration from The Ohio State
University and his undergraduate and MS degrees in business administration
from the University of Colorado at Boulder. He taught at Southern Methodist
University before joining the faculty as professor and chair of the marketing
department at the University of Miami.
Page v

Professor Levy received the inaugural ACRA Academic Lifetime Achievement

Award presented at the 2015 AMA/ACRA (American Marketing
Association/American Collegiate Retailing Association) Triennial Conference,
and was recognized for 25 years of dedicated service to the editorial review
board of the Journal of Retailing in 2011. He won the McGraw Hill Corporate
Achievement Award for Grewal–Levy Marketing 2e with Connect in the
category of excellence in content and analytics (2010); Revision of the Year for
Marketing 2e (Grewal–Levy) from McGraw Hill/Irwin (2010); the 2009
Lifetime Achievement Award, American Marketing Association, Retailing
Special Interest Group (SIG); the Babson Faculty Scholarship Award (2009);
and the Distinguished Service Award, Journal of Retailing (2009) (at winter
AMA).
He was rated as one of the best researchers in marketing in a survey published in
Marketing Educator (Summer 1997). He has developed a strong stream of
research in retailing, business logistics, financial retailing strategy, pricing, and
sales management. He has published over 50 articles in leading marketing and
logistics journals, including the Journal of Retailing, Journal of Marketing,
Journal of the Academy of Marketing Science, and Journal of Marketing Research.
He has served on the editorial review boards of the Journal of Retailing, Journal
of the Academy of Marketing Science, International Journal of Physical Distribution
and Materials Management, International Journal of Business Logistics, ECR
Journal, and European Business Review, and has been on the editorial advisory
boards of European Retail Research and the European Business Review.
Professor Levy has worked in retailing and related disciplines throughout his
professional life. Prior to his academic career, he worked for several retailers
and a housewares distributor in Colorado. He has performed research projects
with many retailers and retail technology firms, including Accenture, Federated
Department Stores, Khimetrics (SAP), Mervyn’s, Neiman Marcus, ProfitLogic
(Oracle), Zale Corporation, and numerous law firms.

Photo by Ken Jantzi.

Courtesy of Shirley
Lichti.

Shirley Lichti, B.A., M.A., has taught in the School of Business and Economics
(SBE) at Wilfrid Laurier University since 1993 as a part-time and full-time
instructor. She has taught a range of undergraduate and graduate courses,
including Introductory Marketing; Building and Managing Products, Services,
and Brands; Integrated Marketing Communications; and Consumer Behaviour
to undergrads and MBA students. Shirley has an extensive background in
marketing, advertising, promotion, and training, which was developed during a
14-year career with IBM. She has worked in Canada, the Caribbean, and Japan.
A dedicated educator, Shirley was recognized with the 2002 SBE Outstanding
Teacher Award. She was honoured to be included as one of Laurier’s “Most
Popular Professors” in the Maclean’s Guide to Canadian Universities in 2003,
2004, 2005, and 2006. In 2007, Shirley was recognized by the Ontario Ministry
of Training, Colleges and Universities with The LIFT Award for Teaching
Excellence. The Zonta Club of Kitchener-Waterloo presented her with its
Women of Achievement Award in 2015.
She also runs Marketing Magic, a Waterloo-based marketing communication
consulting and training company. She has been a featured keynote speaker at
conferences and has developed and delivered marketing seminars and
workshops for many organizations. Her clients include companies of all sizes,
ranging from the Stratford Festival to Fortune 500 companies such as Manulife
Financial, Scotiabank, and Lexus Canada.
For more than 10 years, Shirley wrote a regular marketing column for The
Record. She has been an active board member and volunteer in many
organizations, including Communitech, the Business Success for Women
Conference, K-W Business Women’s Association, and the Sexual Assault
Support Centre of Waterloo Region.
Brief Contents Page vi

SECTION ONE Assessing the Marketplace

1 Overview of Marketing

2 Developing Marketing Strategies and a Marketing Plan

Appendix 2A: Writing a Marketing Plan

3 Analyzing the Marketing Environment

SECTION TWO Understanding the Marketplace

4 Consumer Behaviour

5 Business-to-Business Marketing

SECTION THREE Targeting the Marketplace

6 Segmentation, Targeting, and Positioning

7 Marketing Research

Appendix 7A: Using Secondary Data to Assess Customer Lifetime

Value (CLV)

SECTION FOUR Value Creation

8 Developing New Products

9 Product, Branding, and Packaging Decisions

10 Services: The Intangible Product

SECTION FIVE Transacting Value

11 Pricing Concepts and Strategies: Establishing Value

SECTION SIX Value Delivery: Designing the Distribution Channel and

Supply Chain

12 Distribution Channels

13 Retailing and Omnichannel Marketing

SECTION SEVEN Value Communication

14 Integrated Marketing Communications

Appendix 14A: Social and Mobile Media

15 Advertising, Sales Promotions, and Personal Selling

SECTION EIGHT Marketing in the Global Environment

16 Global Marketing

17 Ethics and Socially Responsible Marketing

Glossary

Chapter Sources
Endnotes

Name Index

Company Index

Subject Index
 Page vii

Table of Contents
SECTION ONE Assessing the Marketplace

1 Overview of Marketing

What Is Marketing?
Marketing Is About Satisfying Customer Needs and Wants
Marketing Entails an Exchange
Marketing Requires Marketing Mix Decisions
Marketing Can Be Performed by Both Individuals and
Organizations
Marketing Impacts Many Stakeholders
Sustainable Marketing 1.1 Sustainability and Reputation
Management
The Four Orientations of Marketing
How Do Firms Become More Value Driven?
Gathering and Sharing Information
Marketing Analytics 1.1 Location, Location, Analytics:
Starbucks' Use of Data to Place New Stores
Balancing Benefits With Costs
Building Relationships With Customers
 Ethical & Societal Dilemma 1.1. Adding Value by Addressing
Gender Inequality in the Coffee Market
Connecting With Customers Using Social and Mobile Media
Why Is Marketing Important?
Marketing Expands Firms’ Global Presence
Marketing Is Pervasive Across Marketing Channel Members
Marketing Enriches Society
Marketing Can Be Entrepreneurial
Entrepreneurial Marketing 1.1 Kacee Vasudeva — Serial
Entrepreneur

Learning Objectives Review

Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: KIND Bars for a Kinder World
2 Developing Marketing Strategies and a Marketing Plan

What Is a Marketing Strategy?

Customer Excellence
Operational Excellence
Product Excellence
 Entrepreneurial Marketing 2.1 Brewing Up a Business: Tofino
Kombucha
Locational Excellence
Multiple Sources of Advantage
The Marketing Plan
Step 1: Define the Business Mission and Objectives
Step 2: Conduct a Situation Analysis
Page viii
Step 3: Identify and Evaluate Opportunities by Using STP
(Segmentation, Targeting, and Positioning)
Ethical & Societal Dilemma 2.1 Tempest in a Festive Cup
Step 4: Implement Marketing Mix and Allocate Resources
Sustainable Marketing 2.1 Demonstrating a Commitment to
Sustainability
Step 5: Evaluate Performance by Using Marketing Metrics
Marketing Analytics 2.1 The First Name in Predictive Analytics:
Google
Strategic Planning Is Not Sequential
Growth Strategies
Market Penetration
Market Development
Product Development
Diversification
Real Marketer Profile: Angela Simpson
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
 Marketing Digitally
Chapter Case Study: The Coffee Wars
Appendix 2A: Writing a Marketing Plan
3 Analyzing the Marketing Environment

A Marketing Environment Analysis Framework

Microenvironmental Factors
Company Capabilities
Competition
Entrepreneurial Marketing 3.1 Taking on the Giants: Bulldog
Skincare
Corporate Partners
Macroenvironmental Factors
Culture
Demographics
Technological Advances
Marketing Analytics 3.1 When the Best Is Good Enough:
Netflix's Stellar Predictive Analytics
Economic Situation
Political/Legal Environment
Social and Natural Trends
Sustainable Marketing 3.1 Sneakers from Ocean Plastic Trash
Ethical & Societal Dilemma 3.1 Consumers Insist on Healthy
Food — Until You Mess with the Colour of Their Trix
Learning Objectives Review
 Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: The Rise of the Electric Car
Page ix

SECTION TWO Understanding the Marketplace

4 Consumer Behaviour

The Consumer Decision Process

Step 1: Need Recognition
Step 2: Information Search
Step 3: Alternative Evaluation
Step 4: Purchase Decision
Step 5: Postpurchase
Factors Influencing Consumer Buying Decisions
Psychological Factors
Ethical & Societal Dilemma 4.1 “Smart” Toys Raise New
Privacy Concerns
Entrepreneurial Marketing 4.1 Juiced for Success: Greenhouse
Sustainable Marketing 4.1 Consumer Attitude Shift in Support
of Sustainable Packaging
Social Factors
 Situational Factors
Involvement and Consumer Buying Decisions
Extended Problem Solving
Limited Problem Solving
Real Marketer Profile: Ken Harrison

Learning Objectives Review

Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: The Battle of the Titans: Amazon Echo vs.
Google Home
5 Business-to-Business Marketing

B2B Markets
Manufacturers or Producers
Resellers
Institutions
Government
Key Challenges of Reaching B2B Clients
Entrepreneurial Marketing 5.1 Fighting Fires With Drones
Differences Between B2B and B2C Markets
Ethical & Societal Dilemma 5.1 To Block or Not to Block: The
Competing and Compelling Interests of Advertisers, Users,
 and Facebook

The B2B Buying Process

Stage 1: Need Recognition
Stage 2: Product Specification
Stage 3: RFP Process
Stage 4: Proposal Analysis and Supplier Selection
Stage 5: Order Specification (Purchase)
Stage 6: Vendor Performance Assessment Using Metrics
The Buying Centre
Organizational Culture
Page x
Building B2B Relationships
Buying Situations
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Staples: The Big-Box Retailer That Is Also a
B2B Powerhouse

SECTION THREE Targeting the Marketplace

6 Segmentation, Targeting, and Positioning

The Segmentation–Targeting–Positioning Process

 Step 1: Establish Overall Strategy or Objectives
Step 2: Segmentation Bases
Sustainable Marketing 6.1 Eat Like the World Depends On It
Marketing Analytics 6.1 The Expanding Uses of Data Mining
and Analytics in the Restaurant Industry
Step 3: Evaluate Segment Attractiveness
Step 4: Select Target Market
Entrepreneurial Marketing 6.1 Chez Cora: The Business of
Breakfast
Step 5: Identify and Develop Positioning Strategy
Positioning Methods
Ethical & Societal Dilemma 6.1 Walmart’s Low-Priced Organic
Foods
Positioning by Using Perceptual Mapping
Repositioning
Real Marketer Profile: Neetu Godara
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Lululemon Sees Men as an Opportunity for
Growth
7 Marketing Research
 The Marketing Research Process
Step 1: Define the Research Problem and Objectives
Step 2: Design the Research Plan
Step 3: Collect Data
Step 4: Analyze Data and Develop Insights
Step 5: Determine the Action Plan
Secondary Data
Primary Data Collection Techniques

Marketing Analytics 7.1 The Under Amour Idea of “Connected

Fitness”
Qualitative Research Methods
Quantitative Research Methods
Sustainable Marketing 7.1 The Automotive Future Looks Green
Page xi
Entrepreneurial Marketing 7.1 Marketing Research on a
Shoestring Budget
The Ethics of Using Customer Information
Ethical & Societal Dilemma 7.1 Vacuuming Up More Than Dirt:
Information Collected by Roomba
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Selfies as Data: Relying on a New Form of
Self-Reporting to Gauge Consumer Behaviour
Appendix 7A: Using Secondary Data to Assess Customer Lifetime
Value (CLV)
SECTION FOUR Value Creation

8 Developing New Products

Why Do Firms Create New Products?

Changing Customer Needs
Market Saturation
Managing Risk Through Diversity
Fashion Cycles
Improving Business Relationships
Adoption of Innovation
Innovators
Ethical & Societal Dilemma 8.1 Drones in the Sky, Questions
on the Ground
Early Adopters
Early Majority
Late Majority
Laggards
Using the Adoption Cycle
How Firms Develop New Products
Idea Generation
Marketing Analytics 8.1 Data That Help the Brand and
the Customer: GM's Big Data Use
Concept Testing
Product Development
 Entrepreneurial Marketing 8.1 Bartesian — Premium Cocktails
on Demand
Market Testing
Sustainable Marketing 8.1 Beyond Meat — Diet for the Whole
Planet?
Product Launch
Evaluation of Results
The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
The Shape of the Product Life Cycle Curve
Strategies Based on Product Life Cycle: Some Caveats
Page xii
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: A Toy Company for a New Age: How Mattel Is
Reinventing Itself for Modern Consumers
9 Product, Branding, and Packaging Decisions

Complexity of Products and Types of Products

 Complexity of Products
Types of Products
Product Mix and Product Line Decisions
Change Product Mix Breadth and Depth
Branding
Value of Branding
Brand Equity
Ethical & Societal Dilemma 9.1 Does Taxing Sugary Drinks
Reduce Obesity?

Branding Strategies
Brand Ownership
Naming Brands and Product Lines
Brand Extension
Cobranding
Brand Licensing
Packaging

Entrepreneurial Marketing 9.1 Peel-Off Stickers Wow Parents

and Schools — Wowbutter
Sustainable Marketing 9.1 Eco-Strips: An Earth-Saving Laundry
Solution

Labelling
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: From Counterculture to the Runway: How Did
Birkenstocks Become Fashionable?
10 Services: The Intangible Product

Sustainable Marketing 10.1 Never Buy Furniture Again

Services Marketing Differs From Product Marketing
Intangible
Inseparable Production and Consumption
Inconsistent
Inventory
Entrepreneurial Marketing 10.1 velofix Keeps Cyclists Riding
Providing Great Service: The Gaps Model
The Knowledge Gap: Knowing What Customers Want
The Standards Gap: Setting Service Standards
The Delivery Gap: Delivering Service Quality
Page xiii

Marketing Analytics 10.1 Google Analytics Helps Theatres

Predict Attendance, Dealing With Perishability
The Communication Gap: Communicating the Service Promise
Ethical & Societal Dilemma 10.1 Shoppers Drug Mart Injects a
Little Controversy

Service Quality and Customer Satisfaction and Loyalty

Service Recovery
Listening to the Customer
Finding a Fair Solution
Resolving Problems Quickly
 Real Marketer Profile: Paul Maxwell

Learning Objectives Review

Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: How AI Is Revolutionizing Customer Service

SECTION FIVE Transacting Value

11 Pricing Concepts and Strategies: Establishing Value

The Importance of Pricing

The Five Cs of Pricing
Company Objectives
Customers
Entrepreneurial Marketing 11.1 “Blink Test” Paves the Way for
Setting App Price
Marketing Analytics 11.1 Airlines Use Price Elasticities to Price
Tickets
Costs
Competition
 Channel Members
Considerations for Setting Prices
Pricing Methods
Cost-Based Methods
Competitor-Based Methods
Value-Based Methods
Sustainable Marketing 11.1 In Pursuit of Plastic-Free Packaging

Pricing Strategies
Everyday Low Pricing (EDLP)
High/Low Pricing
New Product Pricing
Pricing Tactics
Consumer Pricing Tactics
Consumer Price Reductions
Business-to-Business Pricing Tactics
Legal and Ethical Aspects of Pricing
Deceptive or Illegal Price Advertising
Predatory Pricing
Price Discrimination
Price Fixing
Page xiv

Ethical & Societal Dilemma 11.1 Bread Price-Fixing Costs

Consumers

Learning Objectives Review

Key Terms
Concept Review
Marketing Applications
Marketing Digitally
 Chapter Case Study: Planet Fitness Pricing for Success

SECTION SIX Value Delivery: Designing the Distribution

Channel and Supply Chain

12 Distribution Channels

The Importance of Distribution

Entrepreneurial Marketing 12.1 Instant Port, Not Quite Instant

Success
Distribution Channels, Supply Chain, and Logistics
Designing Distribution Channels
Channel Structure
Ethical & Societal Dilemma 12.1 Advances in Technology Can
Mean Layoffs for Workers
Push Versus Pull Distribution Strategies
Distribution Intensity
Distribution Channels Add Value

Marketing Analytics 12.1 Analytics Support Amazon's

Anticipatory Shipping
Managing Distribution Channels
Managing Supply Chains Through Strategic Relationships
Sustainable Marketing 12.1 Sustainable Clothing Grows Trees
Logistics Management: Making Information Flow
 Data Warehouse
Electronic Data Interchange
Vendor-Managed Inventory
Logistics Management: Making Merchandise Flow
Distribution Centres Versus Direct Store Delivery
The Distribution (or Fulfillment) Centre
Inventory Management Through Just-in-Time Systems

Learning Objectives Review

Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Zara Delivers Fast Fashion
13 Retailing and Omnichannel Marketing

Choosing Retail Partners

Channel Structure
Customer Expectations
Channel Member Characteristics
Identifying Types of Retailers
Food Retailers
Page xv
General Merchandise Retailers
Ethical & Societal Dilemma 13.1 Outcry as Juul Opens First
 Retail Vaping Store
Developing a Retail Strategy
Product (Merchandise Assortment)
Price
Promotion
Presentation (Store Design and Display)
Entrepreneurial Marketing 13.1 Malls Are Becoming a Circus
— Really
Sustainable Marketing 13.1 MEC Strives for the Smallest
Possible Footprint
Personnel
Place
The Internet and Omnichannel Retailing

Marketing Analytics 13.1 In-Store and Online Analytics and

IKEA
Effective Omnichannel Retailing
Real Marketer Profile: Rob Wallace
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Aldo, a Retailer With a Conscience and “Sole”

SECTION SEVEN Value Communication

14 Integrated Marketing Communications

Communicating With Consumers
The Communication Process
How Consumers Perceive Communication
Steps in Planning an IMC Campaign
1. Identify Target Audience
2. Set Objectives
3. Determine Budget
4. Convey Message
5. Evaluate and Select Media
6. Create Communication
7. Assess Impact Using Marketing Metrics
Sustainable Marketing 14.1 Sustainability Ingrained in
theturnlab’s DNA
Marketing Analytics 14.1 Puma's Use of Google Analytics
Planning, Implementing, and Evaluating IMC Programs — An
Illustration of Google Advertising
Integrated Marketing Communications Tools
Advertising
Entrepreneurial Marketing 14.1 From Single Mom to Success
Story
Personal Selling
Sales Promotion
Page xvi
Direct Marketing
 Ethical & Societal Dilemma 14.1 Protecting Consumer Privacy
Public Relations
Social and Mobile Media
Real Marketer Profile: Debra Goldblatt-Sadowski (rock-it
promotions)

Learning Objectives Review

Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: The Toyota Supra — It's Back!
Appendix 14A: Social and Mobile Media

15 Advertising, Sales Promotions, and Personal Selling

Advertising
The AIDA Model
Attention
Sustainable Marketing 15.1 Rethink, Re-use IKEA's Lamp 2
Advertising Objectives
Regulatory and Ethical Issues in Advertising
Sales Promotion
Consumer Sales Promotions
Ethical & Societal Dilemma 15.1 Is Amazon Undercutting Other
Brands with Pop-Up Ads for Its Own Products?
 Entrepreneurial Marketing 15.1 Happy Effect, Happy Planet
Trade Channel Sales Promotions
Using Sales Promotion Tools
Evaluating Sales Promotions by Using Marketing Metrics
Personal Selling
The Scope and Nature of Personal Selling
The Value Added by Personal Selling
The Personal Selling Process
Step 1: Generate and Qualify Leads
Step 2: Preapproach and the Use of CRM Systems
Step 3: Sales Presentation and Overcoming Objections
Step 4: Closing the Sale
Step 5: Follow-Up
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Making MasterCard Priceless
Page xvii

SECTION EIGHT Marketing in the Global Environment

16 Global Marketing

Assessing Global Markets

Analyzing the Political Environment
 Analyzing the Economic Environment Using Metrics
Analyzing Sociocultural Factors
Analyzing Technology and Infrastructure Capabilities
The Appeal of BRIC Countries
Choosing a Global Market Entry Strategy
Exporting
Entrepreneurial Marketing 16.1 Looking for OpportuniTea
Franchising
Strategic Alliance
Joint Venture
Direct Investment
Choosing a Global Marketing Strategy
Target Marketing: Segmentation, Targeting, and Positioning
The Global Marketing Mix
Ethical & Societal Dilemma 16.1 Burger Wars in India: Fast-
Food Chains Are Finding Creative Ways to Enter a No-Beef
Environment
Sustainable Marketing 16.1 General Mills Commits to
Sustainable Sourcing

Ethical Issues in Global Marketing

Environmental Concerns
Global Labour Issues
Impact on Host Country Culture
Real Marketer Profile: Marie Ishikawa
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
 Marketing Digitally
Chapter Case Study: The Globalization of Apple
17 Ethics and Socially Responsible Marketing

The Scope of Marketing Ethics

Ethical Issues Associated With Marketing Decisions
Creating an Ethical Climate in the Workplace
The Influence of Personal Ethics
Corporate Social Responsibility
Sustainable Marketing 17.1 Cadillac Fairview Takes the Pledge

Consumerism, Ethics, and Socially Responsible Practices

Entrepreneurial Marketing 17.1 Third-Wave Coffee Experience

Delivers Purpose and Profit
Ethical & Societal Dilemma 17.1 Are Growth and Conscious
Marketing Contradictory? The Challenge for Patagonia
A Framework for Ethical Decision Making
Page xviii
Integrating Ethics Into Marketing Strategy
Planning Phase
Implementation Phase
Control Phase
Understanding Ethics by Using Scenarios
 Scenario 1: Retailer Lacks Ethical Guidelines
Scenario 2: Giving Credit Where Credit Isn’t Due
Scenario 3: The Jeweller’s Tarnished Image
Scenario 4: No Wonder It’s So Good
Scenario 5: Bright Baby’s Bright Idea
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study: Daily Table

Glossary
Chapter Sources
Endnotes
Name Index
Company Index
Subject Index
What Is Marketing? Page xix

THE FUNCTION OF MARKETING IS MULTI-FACETED,

BUT ITS FUNDAMENTAL PURPOSE IS TO CREATE
VALUE. CONSIDER THESE EXAMPLES:

Why do people spend $4.95 for a latte at Starbucks when they could buy one from
Tim Hortons® for $3.49? The answer lies in marketing brand value: Starbucks
has created a prestige image for its coffee, food, and other products using
grassroots advertising and innovative marketing tactics such as mobile apps and
rewards programs. When trendsetters embraced the brand, it didn’t take long for
others to follow.
Similarly, why would people pay for bottled water when they could get it for free
from a tap? Companies such as Aberfoyle Springs, Clearly Canadian, Canadian
Springs, and Montclair have created bottled water products that offer customers
the convenience of an easy-to-carry format. But after years of explosive growth,
the industry faced challenges. Environmental concerns have led to
unprecedented criticism related to the sea of plastic bottles hitting landfill and
recycling sites. Many municipalities have banned bottled water outright. How
can the industry continue to flourish while being mindful of such concerns?
Regardless of your age, your gender, or the city in which you live, you already
know something about marketing. You have been an involved consumer in the
marketing process since childhood when, for example, you accompanied your
mother or father to the grocery store and asked to buy a particular brand of
cereal because you saw a friend eating it or heard about it on television. The
prize inside the box of cereal was of value to you as a child; the nutritional
information offered on the box panel was of value to your mother or father.
Once you begin to explore the many ways in which companies and brands create
value for their customers through marketing, you will also begin to appreciate
the complex set of decisions and activities that are necessary to provide you with
the products and services you use every day.
Changes to the Fifth Canadian Page xx

Edition
The central theme in this book is Marketing Adds Value. Beyond teaching
students the principles of marketing, we need to impress upon them why
marketing in and of itself is valuable, regardless of a chosen career direction.
Marketing creates enduring and mutually valuable relationships. It identifies
what customers value locally and globally. Without marketing, it would be
difficult for anyone to learn about new products or services. A solid
understanding of marketing can help job-seeking students demonstrate their
value to market themselves on graduation. It can help them to embrace the
power of small businesses and entrepreneurship in the Canadian economy.
Marketing, Fifth Canadian Edition, is all about the core concepts and tools that
marketers use to create value for customers. Throughout this book you will find
many examples that define how companies create value through branding,
packaging, pricing, retailing, service, and advertising. The concept of value is
introduced in Chapter 1 and carried through the entire text.
Special attention was given to the COVID-19 pandemic and its impact on
marketers. Chapters were updated to include current, relevant discussion and
examples of how companies were forced to adapt. These chapters include:
Chapter 3 “Analyzing The Marketing Environment”; Chapter 4
“Consumer Behaviour”; Chapter 9 “Product, Branding, and Packaging
Decisions”; Chapter 11 “Pricing Concepts and Strategies: Establishing
Value”; Chapter 13 “Retailing and Omnichannel Marketing”; Chapter 15
“Advertising, Sales Promotions, and Personal Selling”; and Chapter 16
“Global Marketing.”
 SECTION ONE Assessing the Marketplace
Assessing the Marketplace is the central theme of Section One, which contains
three chapters. Following an introduction to marketing in Chapter 1,
“Overview of Marketing,” Chapter 2 (“Developing Marketing Strategies and a
Marketing Plan”) focuses on how a firm creates a marketing plan. A central
theme of the chapter is how firms can effectively create, capture, deliver, and
communicate value to their customers. Finally, Chapter 3, “Analyzing the
Marketing Environment,” focuses on how marketers can systematically uncover
and evaluate opportunities.

Changes to Section One include:

New Chapter Vignettes in Chapters 1, 2 and 3.
More emphasis on the importance of sustainable marketing in
Chapter 1 with new Sustainable Marketing boxes in
Chapters 1 and 2, and a revised box in Chapter 3.
New Entrepreneurial Marketing boxes in Chapters 1, 2 and 3.
New Marketing Analytics boxes in Chapters 2 and 3.
Easy-to-understand coverage of marketing orientations in Chapter 1
to help students appreciate the different ways marketing is practised.
To lay the foundation for following chapters, we have included a short
discussion and an example showing how the four Ps need to be
integrated and coordinated into a seamless whole rather than treated
as individual components of the marketing mix.
Continued focus on ethics with new Ethical & Societal Dilemma boxes
in Chapters 1, 2, and 3.
Revised material on marketing strategies to make it simpler to follow.
New Real Marketer profile in Chapter 2.
Appendix 2A, which walks students through the process of writing a
marketing plan, and presents a plan’s components.
Expanded emphasis on sustainability in the “Social and Natural
Trends” section in Chapter 3.
New Chapter Case Studies in Chapters 1, 2 and 3.
SECTION TWO Understanding the
Marketplace
Understanding the Marketplace is the focus of Section Two, which is composed
of two chapters. Chapter 4, “Consumer Behaviour,” discusses why consumers
purchase products and services, and highlights the consumer decision process.
Chapter 5, “Business-to-Business Marketing,” looks at why and how business-
to-business buying takes place.

Changes to Section Two include:

New Chapter Vignette in Chapter 4.
New Ethical & Societal Dilemma boxes in Chapters 4 and 5.
New Sustainable Marketing box in Chapter 4.
New Entrepreneurial Marketing box in Chapter 4.
New Chapter Case Studies in Chapters 4 and 5.
A discussion in Chapter 4 about how marketers can mitigate the
various risks associated with the consumer buying decision.
New Real Marketer profile in Chapter 4.
An expanded focus on smaller companies in Chapter 5, reflecting
the importance of entrepreneurship along with the challenges in
serving B2B customers.
Page xxi
 SECTION THREE Targeting the Marketplace
Targeting the Marketplace is the subject of the third section of the book.
Chapter 6, “Segmentation, Targeting, and Positioning,” focuses on how firms
segment the marketplace, pick a target market, and then position their
good/service in line with their customers’ needs and wants. Chapter 7,
“Marketing Research,” identifies the various tools and techniques that marketers
use to uncover these needs and ensure that they create goods and services that
provide value to their target markets.

Changes to Section Three include:

New Chapter Vignette for Chapter 7.
New Ethical & Societal Dilemma boxes in Chapters 6 and 7.
New Sustainable Marketing box in Chapter 7.
New Chapter Case Studies in Chapters 6 and 7.
Simplified discussion of segmentation in Chapter 6, including new
exhibits and a segmentation grid tied back to the Chapter Vignette to
help students more easily grasp the theory.
New Real Marketer profile in Chapter 6.
New Marketing Analytics boxes in Chapters 6 and 7.
Reorganized Chapter 7 to present the marketing research process
first, followed by a more in-depth discussion explaining how marketers
use research, including examples of the types of objectives set and
how the research might be conducted.
Appendix 7A, “Using Secondary Data to Assess Customer Lifetime
Value (CLV),” demonstrates the expected financial contribution from a
customer to a company’s overall profitability over the course of the
relationship.
 SECTION FOUR Value Creation
Value Creation is the topic of discussion in Section Four’s three chapters. The
first two— Chapter 8, “Developing New Products,” and Chapter 9,
“Product, Branding, and Packaging Decisions”—cover the development and
management of products and brands. While many of the concepts involved in
developing and managing services are similar to those of physical brands,
Chapter 10, “Services: The Intangible Product,” addresses the unique
challenges of the marketing of services.

Changes to Section Four include:

New Chapter Vignettes in Chapters 8 and 10.
New Sustainable Marketing boxes in Chapters 8, 9, and 10.
New Ethical & Societal Dilemma boxes in Chapters 8 and 10.
Revised Entrepreneurial Marketing boxes in Chapters 8 and 10.
New Marketing Analytics boxes in Chapters 8 and 10.
New Real Marketer profile in Chapter 10.
New Chapter Case Studies in Chapters 8, 9 and Chapter 10.
A discussion of metrics in Chapter 10, in a section titled “Evaluating
Service Quality by Using Well-Established Marketing Metrics.”
Another random document with
no related content on Scribd:
 —— Council, No. ——,
—— county of ——, N. C.

This is to certify that —— and —— were at the regular meeting of

this council, held on the ——, 185—, duly elected delegates to
represent this council in the next annual meeting of the state council,
to be held in ——, on the 3d Monday in November next. And by
virtue of the authority in me reposed, I do hereby declare the said
—— and —— to be invested with all the rights, powers, and privileges
of the delegates as aforesaid. This being the —— day of ——, 185—,
and the —— year of our national independence.

—— —— President of
—— Council, No. ——

—— —— Secretary.

FORM OF NOTICE

From the Subordinate Council to the State Council, whenever any

Member of a Subordinate Council is expelled.

—— Council, No. ——,

—— county of ——, N. C.

To the President of the State Council of North Carolina:

Sir:—This is to inform you that at a meeting of this council, held on
the —— day of ——, 185—, —— —— was duly expelled from
membership in said council, and thus deprived of all the privileges,
rights, and benefits of this organization.
In accordance with the provisions of the constitution of the state
council, you are hereby duly notified of the same, that you may
officially notify all the subordinate councils of the state to be upon
their guard against the said ——, as one unworthy to associate with
patriotic and good men, and (if expelled for violating his obligation)
as a perjurer to God and his country. The said —— is about —— years
of age, and is by livelihood a ——.
 Duly certified, this the —— day of —— 185—, and in the —— year of
our national independence.

—— —— President of
—— Council, No. ——.

—— Secretary.

First Degree Council.

To be admitted to membership in this order, the applicant shall be

—
1st. Proposed and found acceptable.
2nd. Introduced and examined under the guarantee of secrecy.
3rd. Placed under the obligation which the order imposes.
4th. Required to enrol his name and place of residence.
5th. Instructed in the forms and usages and ceremonies of the
order.
6th. Solemnly charged as to the objects to be obtained, and his
duties.
[A recommendation of a candidate to this order shall be received
only from a brother of approved integrity. It shall be accompanied by
minute particulars as to name, age, calling, and residence, and by an
explicit voucher for his qualifications, and a personal pledge for his
fidelity. These particulars shall be recorded by the secretary in a book
kept for that purpose. The recommendation may be referred, and the
ballot taken at such time and in such a manner as the state council
may prescribe; but no communication shall be made to the candidate
until the ballot has been declared in his favor. Candidates shall be
received in the ante-room by the marshal and secretary.]

OUTSIDE.

Marshal.—Do you believe in a Supreme Being, the Creator and

Preserver of the universe?
 Ans.—I do.
Marshal.—Before proceeding further, we require a solemn
obligation of secrecy and truth. If you will take such an obligation,
you will lay your right hand upon the Holy Bible and cross.
(When it is known that the applicant is a Protestant, the cross may
be omitted, or affirmation may be allowed.)

OBLIGATION.

You do solemnly swear (or affirm) that you will never reveal
anything said or done in this room, the names of any persons
present, nor the existence of this society, whether found worthy to
proceed or not, and that all your declarations shall be true, so help
you God?
Ans.—“I do.”
Marshal.—Where were you born?
Marshal.—Where is your permanent residence?
(If born out of the jurisdiction of the United States, the answer
shall be written, the candidate dismissed with an admonition of
secrecy, and the brother vouching for him suspended from all the
privileges of the order, unless upon satisfactory proof that he has
been misinformed.)
Marshal.—Are you twenty-one years of age?
Ans.—“I am.”
Marshal.—Were you born of Protestant parents, or were you
reared under Protestant influence?
Ans.—“Yes.”
Marshal.—If married, is your wife a Roman Catholic?
(“No” or “Yes”—the answer to be valued as the Constitution of the
State Council shall provide.)
Marshal.—Are you willing to use your influence and vote only for
native-born American citizens for all offices of honor, trust, or profit
in the gift of the people, to the exclusion of all foreigners and aliens,
and Roman Catholics in particular, and without regard to party
predilections?
 Ans.—“I am.”

INSIDE.

(The marshal shall then repair to the council in session, and

present the written list of names, vouchers, and answers to the
president, who shall cause them to be read aloud, and a vote of the
council to be taken on each name, in such manner as prescribed by
its by-laws. If doubts arise in the ante-room, they shall be referred to
the council. If a candidate be dismissed, he shall be admonished to
secrecy. The candidates declared elected shall be conducted to seats
within the council, apart from the brethren. When all are present the
president by one blow of the gavel, shall call to order and say:)
President.—Brother marshal, introduce the candidates to the vice-
president.
Marshal.—Worthy Vice-President, I present to you these
candidates, who have duly answered all questions.
Vice-President, rising in his place.—Gentlemen, it is my office to
welcome you as friends. When you shall have assumed the patriotic
vow by which we are all bound, we will embrace you as brothers. I
am authorized to declare that our obligations enjoin nothing which is
inconsistent with the duty which every good man owes to his Creator,
his country, his family, or himself. We do not compel you, against
your convictions, to act with us in our good work; but should you at
any time wish to withdraw, it will be our duty to grant you a
dismissal in good faith. If satisfied with this assurance, you will rise
upon your feet (pausing till they do so), place the left hand upon the
breast, and raise the right hand towards heaven.
(The brethren to remain seated till called up.)

OBLIGATION.

In the presence of Almighty God and these witnesses, you do

solemnly promise and swear, that you will never betray any of the
secrets of this society, nor communicate them even to proper
candidates, except within a lawful council of the order; that you
never will permit any of the secrets of this society to be written, or in
any other manner made legible, except for the purpose of official
instruction; that you will not vote, nor give your influence for any
man for any office in the gift of the people, unless he be an American
born citizen, in favor of Americans ruling America, nor if he be a
Roman Catholic; that you will in all political matters, so far as this
order is concerned, comply with the will of the majority, though it
may conflict with your personal preference, so long as it does not
conflict with the Constitution of the United States of America, or that
of the state in which you reside; that you will not, under any
circumstances whatever, knowingly recommend an unworthy person
for initiation, nor suffer it to be done, if in your power to prevent it;
that you will not, under any circumstances, expose the name of any
member of this order, nor reveal the existence of such an association;
that you will answer an imperative notice issued by the proper
authority; obey the command of the state council, president, or his
deputy, while assembled by such notice, and respond to the claim of
a sign or cry of the order, unless it be physically impossible; and that
you will acknowledge the State Council of —— as the legislative head,
the ruling authority, and the supreme tribunal of the order in the
state of ——, acting under the jurisdiction of the National Council of
the United States of North America.
Binding yourself in the penalty of excommunication from the
order, the forfeiture of all intercourse with its members, and being
denounced in all the societies of the same, as a wilful traitor to your
God and your country.
(The president shall call up every person present, by three blows of
the gavel, when the candidates shall all repeat after the vice-
president in concert:)
All this I voluntarily and sincerely promise, with a full
understanding of the solemn sanctions and penalties.
Vice-President.—You have now taken solemn oaths, and made as
sacred promises as man can make, that you will keep all our secrets
inviolate; and we wish you distinctly to understand that he that takes
these oaths and makes these promises, and then violates them,
leaves the foul, the deep and blighting stain of perjury resting on his
soul.
 President.—(Having seated all by one blow of the gavel.)—Brother
Instructor, these new brothers having complied with the demand of
the order, are entitled to the secrets and privileges of the same. You
will, therefore, invest them with everything appertaining to the first
degree.
Instructor.—Brothers: the practices and proceedings in our order
are as follows:
We have pass-words necessary to be used to obtain admission to
our councils; forms for our conduct while there; means of
recognizing each other when abroad; means of mutual protection;
and methods for giving notices to members.
At the outer door you will[4] (make any ordinary alarm to attract
the attention of the outside sentinel).
When the wicket is opened you will pronounce the (words—what’s
the pass), in a whisper. The outside sentinel will reply (Give it), when
you will give the term pass-word and be admitted to the ante-room.
You will then proceed to the inner door and give (one rap). When the
wicket is opened, give your name, the number of, and location of
your council, the explanation of the term pass, and the degree pass-
word.
If these be found correct, you will be admitted; if not, your name
will be reported to the vice president, and must be properly vouched
for before you can gain admission to the council. You will then
proceed to the centre of the room and address the (President) with
the countersign, which is performed thus (placing the right hand
diagonally across the mouth). When this salutation is recognized,
you will quietly take your seat.
This sign is peculiar to this degree, and is never to be used outside
the council room, nor during the conferring of this degree. When
retiring, you will address the (Vice-President) in the same manner,
and also give the degree pass-word to the inside sentinel.
The “term pass-word” is (We are).
(The pass-word and explanation is to be established by each State
Council for its respective subordinates.)
The “explanation” of the “term pass,” to be used at the inner door,
is (our country’s hope).
The “degree pass-word” is (Native).
 The “traveling pass-word” is (The memory of our pilgrim fathers).
(This word is changed annually by the President of the National
Council of the United States, and is to be made and used only when
the brother is traveling beyond the jurisdiction of his own state,
district, or territory. It and all other pass-words must be
communicated in a whisper, and no brother is entitled to
communicate them to another, without authority from the presiding
officer.)
“The sign of recognition” is (grasping the right lappel of the coat
with the right hand, the fore finger being extended inwards).
The “answer” is given by (a similar action with the left hand).
The “grip” is given by (an ordinary shake of the hand).
The person challenging shall (then draw the fore finger along the
palm of the hand). The answer will be given by (a similar action
forming a link by hooking together the ends of the fore finger);
when the following conversation ensues—the challenging party first
saying (is that yours?). The answer, (it is). Then the response (how
did you get it?), followed by the rejoinder (it is my birthright).
Public notice for a meeting is given by means of a (piece of white
paper the shape of a heart).
(In cities[5] the *** of the *** where the meeting is to be held, will
be written legibly upon the notice; and upon the election day said ***
will denote the *** where your presence is needed. This notice will
never be passed, but will be *** or thrown upon the sidewalk with
a *** in the centre.)
If information is wanting of the object of the gathering, or of the
place, &c., the inquirer will ask of an undoubted brother (where’s
when?) The brother will give the information if possessed of it; if not
it will be yours and his duty to continue the inquiry, and thus
disseminate the call throughout the brotherhood.
If the color of the paper (be red), it will denote actual trouble,
which requires that you come prepared to meet it.
The “cry of distress”—to be used only in time of danger, or where
the American interest requires an immediate assemblage of the
brethren—is (oh, oh, oh). The response is (hio, hio, h-i-o).
 The “sign of caution”—to be given when a brother is speaking
unguardedly before a stranger—is (drawing the fore finger and
thumb together across the eyes, the rest of the hand being closed),
which signifies “keep dark.”
Brothers, you are now initiated into and made acquainted with the
work and organization of a council of this degree of the order; and
the marshal will present you to the worthy president for admonition.
President.—It has no doubt, been long apparent to you, brothers,
that foreign influence and Roman Catholicism have been making
steady and alarming progress in our country. You cannot have failed
to observe the significant transition of the foreigner and Romanist
from a character quiet, retiring, and even abject, to one bold,
threatening, turbulent, and despotic in its appearance and
assumptions. You must have become alarmed at the systematic and
rapidly augmenting power of these dangerous and unnatural
elements of our national condition. So it is, brothers, with others
beside yourselves in every state of the Union. A sense of danger has
struck the great heart of the nation. In every city, town, and hamlet,
the danger has been seen and the alarm sounded. And hence true
men have devised this order as a means of disseminating patriotic
principles, of keeping alive the fire of national virtue, of fostering the
national intelligence, and of advancing America and the American
interest on the one side, and on the other of checking the strides of
the foreigner or alien, or thwarting the machinations and subverting
the deadly plans of the papist and Jesuit.
Note.—The President shall impress upon the initiates the
importance of secrecy, the manner of proceeding in recommending
candidates for initiation, and the responsibility of the duties which
they have assumed.

Second Degree Council.

Marshal.—Worthy President: These brothers have been duly

elected to the second degree of this order. I present them to you for
obligation.
President.—Brothers: You will place your left hand upon your right
breast, and extend your right hand towards the flag of our country,
preparatory to obligation. (Each council room should have a neat
American flag festooned over the platform of the President.)

OBLIGATION.

You, and each of you, of your own free will and accord, in the
presence of Almighty God and these witnesses, your left hand resting
upon your right breast, and your right hand extended to the flag of
your country, do solemnly and sincerely swear, that you will not
under any circumstances disclose in any manner, nor suffer it to be
done by others, if in your power to prevent it, the name, signs, pass-
words, or other secrets of this degree, except in open council for the
purpose of instruction; that you will in all things conform to all the
rules and regulations of this order, and to the constitution and by-
laws of this or any other council to which you may be attached, so
long as they do not conflict with the Constitution of the United
States, nor that of the State in which you reside; that you will under
all circumstances, if in your power so to do, attend to all regular signs
or summons that may be thrown or sent to you by a brother of this or
any other degree of this order; that you will support in all political
matters, for all political offices, members of this order in preference
to other persons; that if it may be done legally, you will, when elected
or appointed to any official station conferring on you the power to do
so remove all foreigners, aliens, or Roman Catholics from office or
place, and that you will in no case appoint such to any office or place
in your gift. You do also promise and swear that this and all other
obligations which you have previously taken in this order shall ever
be kept through life sacred and inviolate. All this you promise and
declare, as Americans, to sustain and abide by, without any
hesitation or mental reservation whatever. So help you God and keep
you steadfast.
(Each will answer “I do.”)
President.—Brother Marshal, you will now present the brothers to
the instructor for instructions in the second degree of the order.
Marshal.—Brother Instructor, by direction of our worthy
president, I present these brothers before you that you may instruct
them in the secrets and mysteries of the second degree of the order.
 Instructor.—Brothers, in this degree we have an entering sign and
a countersign. At the outer door proceed (as in the first degree). At
the inner door you will make (two raps), and proceed as in the first
degree, giving the second degree pass-word, which is American,
instead of that of the first degree. If found to be correct, you will then
be admitted, and proceed (to the centre of the room), giving the
countersign, which is made thus (extending the right arm to the
national flag over the president, the palm of the hand being
upwards).
The sign of recognition in this degree is the same as in the first
degree, with the addition of (the middle finger), and the response to
be made in a (similar manner).
Marshal, you will now present the brothers to the worthy president
for admonition.
Marshal.—Worthy President, I now present these candidates to
you for admonition.
President.—Brothers, you are now duly initiated into the second
degree of this order. Renewing the congratulations which we
extended to you upon your admission to the first degree, we
admonish you by every tie that may nerve patriots, to aid us in our
efforts to restore the political institutions of our country to their
original purity. Begin with the youth of our land. Instil into their
minds the lessons of our country’s history—the glorious battles and
the brilliant deeds of patriotism of our fathers, through which we
received the inestimable blessings of civil and religious liberty. Point
them to the example of the sages and the statesmen who founded our
government. Implant in their bosoms an ardent love for the Union.
Above all else, keep alive in their bosoms the memory, the maxims,
and the deathless example of our illustrious Washington.
Brothers, recalling to your minds the solemn obligations which
you have severally taken in this and the first degree, I now
pronounce you entitled to all the privileges of membership in this the
second degree of our order.

Third Degree Council.

 Marshal.—Worthy President, these brothers having been duly
elected to the third degree of this order, I present them before you
for obligation.
President.—Brothers, you will place yourselves in a circle around
me, each one crossing your arms upon your breasts, and grasping
firmly each other’s hands, holding the right hand of the brother on
the right and the left hand of the brother on the left, so as to form a
circle, symbolical of the links of an unbroken chain, and of a ring
which has no end.
Note.—This degree is to be conferred with the national flag
elevated in the centre of the circle, by the side of the president or
instructor, and not on less than five at any one time, in order to give
it solemnity, and also for the formation of the circle—except in the
first instance of conferring it on the officers of the state and
subordinate councils, that they may be empowered to progress with
the work.
The obligation and charge in this degree may be given by the
president or instructor, as the president may prefer.

OBLIGATION.

You, and each of you, of your own free will and accord, in the
presence of Almighty God and these witnesses, with your hands
joined in token of that fraternal affection which should ever bind
together the States of this Union—forming a ring, in token of your
determination that, so far as your efforts can avail, this Union shall
have no end—do solemnly and sincerely swear [or affirm] that you
will not under any circumstances disclose in any manner, nor suffer
it to be done by others if in your power to prevent it, the name, signs,
pass-words, or other secrets of this degree, except to those to whom
you may prove on trial to be brothers of the same degree, or in open
council, for the purpose of instruction; that you do hereby solemnly
declare your devotion to the Union of these States; that in the
discharge of your duties as American citizens, you will uphold,
maintain, and defend it; that you will discourage and discountenance
any and every attempt, coming from any and every quarter, which
you believe to be designed or calculated to destroy or subvert it, or to
weaken its bonds; and that you will use your influence, so far as in
your power, in endeavoring to procure an amicable and equitable
adjustment of all political discontents or differences which may
threaten its injury or overthrow. You further promise and swear [or
affirm] that you will not vote for any one to fill any office of honor,
profit or trust of a political character, whom you know or believe to
be in favor of a dissolution of the Union of these States, or who is
endeavoring to produce that result; that you will vote for and support
for all political offices, third or union degree members of this order
in preference to all others; that if it may be done consistently with
the constitution and laws of the land, you will, when elected or
appointed to any official station which may confer on you the power
to do so, remove from office or place all persons whom you know or
believe to be in favor of a dissolution of the Union, or who are
endeavoring to produce that result; and that you will in no case
appoint such person to any political office or place whatever. All this
you promise and swear [or affirm] upon your honor as American
citizens and friends of the American Union, to sustain and abide by
without any hesitation or mental reservation whatever. You also
promise and swear [or affirm] that this and all other obligations
which you have previously taken in this order, shall ever be kept
sacred and inviolate. To all this you pledge your lives, your fortunes,
and your sacred honors. So help you God and keep you steadfast.
(Each one shall answer, “I do.”)
President.—Brother Marshal, you will now present the brothers to
the instructor for final instruction in this third degree of the order.
Marshal.—Instructor, by direction of our worthy president, I
present these brothers before you that you may instruct them in the
secrets and mysteries of this the third degree of our order.
Instructor.—Brothers, in this degree as in the second, we have an
entering pass-word, a degree pass-word, and a token of salutation. At
the outer door (make any ordinary alarm. The outside sentinel will
say U; you say ni; the sentinel will rejoin on). This will admit you to
the inner door. At the inner door you will make (three) distinct
(raps), Then announce your name, with the number (or name) and
location of the council to which you belong, giving the explanation to
the pass-word, which is (safe). If found correct, you will then be
admitted, when you will proceed to the centre of the room, and
placing the (hands on the breast with the fingers interlocked), give
the token of salutation, which is (by bowing to the president). You
will then quietly take your seat.
The sign of recognition is made by the same action as in the second
degree, with the addition of (the third finger), and the response is
made by (a similar action with the left hand).
(The grip is given by taking hold of the hand in the usual way, and
then by slipping the finger around on the top of the thumb; then
extending the little finger and pressing the inside of the wrist. The
person challenging shall say, do you know what that is? The answer
is yes. The challenging party shall say, further, what is it? The
answer is, Union.)
[The instructor will here give the grip of this degree, with
explanations, and also the true pass-word of this degree, which is
(Union).]

CHARGE.

To be given by the president.

Brothers, it is with great pleasure that I congratulate you upon
your advancement to the third degree of our order. The
responsibilities you have now assumed, are more serious and
weighty than those which preceded, and are committed to such only
as have been tried and found worthy. Our obligations are intended as
solemn avowals of our duty to the land that gave us birth; to the
memories of our fathers; and to the happiness and welfare of our
children. Consecrating to your country a spirit unselfish and a
fidelity like that which distinguished the patriots of the Revolution,
you have pledged your aid in cementing the bonds of a Union which
we trust will endure for ever. Your deportment since your initiation
has attested your devotion to the principles we desire to establish,
and has inspired a confidence in your patriotism, of which we can
give no higher proof than your reception here.
The dangers which threaten American liberty arise from foes
without and from enemies within. The first degree pointed out the
source and nature of our most imminent peril, and indicated the first
measure of safety. The second degree defined the next means by
which, in coming time, such assaults may be rendered harmless. The
third degree, which you have just received, not only reiterates the
lessons of the other two, but it is intended to avoid and provide for a
more remote, but no less terrible danger, from domestic enemies to
our free institutions.
Our object is briefly this:—to perfect an organization modeled after
that of the Constitution of the United States, and coextensive with
the confederacy. Its object and principles, in all matters of national
concern, to be uniform and identical whilst in all local matters the
component parts shall remain independent and sovereign within
their respective limits.
The great result to be attained—the only one which can secure a
perfect guarantee as to our future—is UNION; permanent, enduring,
fraternal UNION! Allow me, then, to impress upon your minds and
memories the touching sentiments of the Father of his Country, in
his Farewell Address:—
“The unity of government which constitutes you one people,” says
Washington, “is justly dear to you, for it is the main pillar in the
edifice of your real independence, the support of your tranquillity at
home, of your peace abroad, of your safety, your prosperity—even
that liberty you so justly prize.
“* * * It is of infinite moment that you should properly estimate the
immense value of your National Union, to your collective and
individual happiness. You should cherish a cordial, habitual, and
immovable attachment to it; accustoming yourselves to think and
speak of it, as the palladium of your political safety and prosperity;
watching for its preservation with jealous anxiety; discountenancing
whatever may suggest even a suspicion that it can in any event be
abandoned; and indignantly frowning upon the dawning of every
attempt to alienate any portion of our country from the rest, or to
enfeeble the sacred ties which now bind together the various parts.”
Let these words of paternal advice and warning, from the greatest
man that ever lived, sink deep into your hearts. Cherish them, and
teach your children to reverence them, as you cherish and reverence
the memory of Washington himself. The Union of these states is the
great conservator of that liberty so dear to the American heart.
Without it, our greatness as a nation would disappear, and our
boasted self-government prove a signal failure. The very name of
liberty, and the hopes of struggling freedom throughout the world,
must perish in the wreck of this Union. Devote yourselves, then, to
its maintenance, as our fathers did to the cause of independence;
consecrating to its support, as you have sworn to do, your lives, your
fortunes, and your sacred honors.
Brothers: Recalling to your minds the solemn obligations which
you have severally taken in this and the preceding degrees, I now
pronounce you entitled to all the privileges of membership in this
organization, and take pleasure in informing you that you are now
members of the order of (the American Union.)
American, Whig, Republican and Democratic
Nominations of 1856.

The American convention met the next day after the session of the
National Council of the Order, on the 22d February, 1856. It was
composed of 227 delegates; all the States being represented except
Maine, Vermont, Georgia and South Carolina. Hon. Millard Fillmore
was nominated for President, and Andrew J. Donelson for Vice-
President.
The Whig Convention met at Baltimore, September 17, 1856, and
endorsed the nominations made by the American party, and in its
platform declared that “without adopting or referring to the peculiar
doctrines of the party which has already selected Mr. Fillmore as a
candidate” * * * Resolved, that in the present exigency of political
affairs, we are not called upon to discuss the subordinate questions
of the administration in the exercising of the constitutional powers of
the government. It is enough to know that civil war is raging, and
that the Union is in peril; and proclaim the conviction that the
restoration of Mr. Fillmore to the Presidency will furnish the best if
not the only means of restoring peace.
The first National Convention of the new Republican party met at
Philadelphia, June 18, 1856, and nominated John C. Fremont for
President, and William L. Dayton for Vice-President. Since the
previous Presidential election, a new party consisting of the
disaffected former adherents of the other parties—Native and
Independent Democrats, Abolitionists, and Whigs opposed to slavery
—had sprung into existence, and was called by its adherents and
friends, the Republican party.
This convention of delegates assembled in pursuance of a call
addressed to the people of the United States, without regard to past
political differences or divisions, who were opposed to the repeal of
the Missouri Compromise. To the policy of President Pierce’s
administration: To the extension of slavery into free territory: In
favor of the admission of Kansas as a free State: Of restoring the
action of the federal government to the principles of Washington and
Jefferson.
 It adopted a platform, consisting of a set of resolutions, the
principal one of which was: “That we deny the authority of Congress,
of a territorial legislature, of any individual, or association of
individuals, to give legal existence to slavery in any territory of the
United States, while the present Constitution shall be maintained.”
And closed with a resolution: “That we invite the approbation and
co-operation of the men of all parties, however different from us in
other respects, in support of the principles herein declared; and
believing that the spirit of our institutions, as well as the Constitution
of our country, guaranties liberty of conscience and equality of rights
among citizens, we oppose all legislation impairing their security.”
The Democratic Convention, met at Cincinnati, in May 1856, and
nominated James Buchanan for President, and John C. Breckenridge
for Vice-President. It adopted a platform which contained the
material portions of all its previous platforms, and also defined its
position on the new issues of the day, and declared (1) that the
revenue to be raised should not exceed the actual necessary expenses
of the government, and for the gradual extinction of the public debt;
(2) that the Constitution does not confer upon the general
government the power to commence and carry on a general system
of internal improvements; (3) for a strict construction of the powers
granted by the Constitution to the federal government; (4) that
Congress has no power to charter a national bank; (5) that Congress
has no power to interfere with slavery in the States and Territories;
the people of which have the exclusive right and power to settle that
question for themselves. (6) Opposition to native Americanism.
At the election which followed, in November, 1856, the Democratic
candidates were elected, though by a popular minority vote, having
received 1,838,160 popular votes, and 174 electoral votes, against
2,215,768 popular votes, and 122 electoral votes for John C.
Fremont, the Republican candidate, and Mr. Fillmore, the Whig and
American candidate.
The aggregate vote cast for Mr. Fillmore, who was the nominee on
both the Whig and American tickets, was 874,534, and his electoral
vote was eight; that of the State of Maryland. This was the last
national election at which the Whigs appeared as a party, under that
name; they having joined with the American and with the
Republican parties, and finally united with the latter after the
downfall and extinction of the former. In the State elections of that
year, (1856) the American party carried Rhode Island and Maryland;
and in the 35th Congress, which met in December, 1857, the party
had 15 to 20 Representatives and five Senators. When the 36th
Congress met, in 1859, it had become almost a border State or
Southern party, having two Senators; one from Kentucky and one
from Maryland; and 23 Representatives, five from Kentucky, seven
from Tennessee, three from Maryland, one from Virginia, four from
North Carolina, two from Georgia, and one from Louisiana. The
American party had none of the elements of persistence. It made
another desperate effort, however, in the next Presidential campaign,
but having failed to carry the South, disappeared finally from
politics.
The new Republican party polled a very large vote—1,341,234 out
of a total vote of 4,053,928—and its candidates received 114 votes out
of 296, in the electoral college; having secured majorities in all the
free States, except Illinois, Indiana, Pennsylvania, New Jersey and
California.
The successful candidate, Mr. James Buchanan, was duly
inaugurated as President of the United States, and entered upon the
discharge of his duties as such, March 4, 1857.
After the election of November, 1856, the Republican Association
of Washington issued an address to the people, in which the results
of the election were examined, and the future policy of the party
stated. It is an interesting paper, as laying the foundation of the
campaign of 1860, which followed, and is here given in full:
 “Republican Association of Washington.

Address to the Republicans of the United States.

“Washington, Nov. 27, 1856.

“The Presidential contest is over, and at last we have some materials to enable us
to form a judgment of the results.
“Seldom have two parties emerged from a conflict with less of joy in the victors,
more of hope in the vanquished. The pro-slavery party has elected its Presidential
candidate, only, however, by the votes of a minority, and that of such a character as
to stamp the victory as the offspring of sectionalism and temporary causes. The
Republicans, wherever able to present clearly to the public the real issue of the
canvass—slavery restriction or slavery extension—have carried the people with
them by unprecedented majorities; almost breaking up in some States the
organization of their adversaries. A sudden gathering together of the people,
alarmed at the inroads of the slave power, rather than a well organized party, with
but a few months to attend to the complicated details of party warfare; obstructed
by a secret Order, which had pre-occupied the field, and obtained a strong hold of
the national and religious prejudices of the masses; opposed to an old party,
commencing the canvass with the united support of a powerful section, hardened
by long party drill, accustomed to victory, wielding the whole power of the federal
administration—a party which only four years ago carried all but four of the States,
and a majority of the popular vote—still, under all these adverse circumstances,
they have triumphed in eleven, if not twelve of the free States, pre-eminent for
enterprise and general intelligence, and containing one-half of the whole
population of the country; given to their Presidential candidate nearly three times
as many electoral votes as were cast by the Whig party in 1852; and this day control
the governments of fourteen of the most powerful States of the Union.
“Well may our adversaries tremble in the hour of their victory. ‘The Democratic
and Black Republican parties,’ they say, ‘are nearly balanced in regard to power.
The former was victorious in the recent struggle, but success was hardly won, with
the aid of important accidental advantages. The latter has abated nothing of its
zeal, and has suffered no pause in its preparations for another battle.’
“With such numerical force, such zeal, intelligence, and harmony in counsel;
with so many great States, and more than a million voters rallied to their standard
by the efforts of a few months, why may not the Republicans confidently expect a
victory in the next contest?
 “The necessity for their organization still exists in all its force. Mr. Buchanan has
always proved true to the demands of his party. He fully accepted the Cincinnati
platform, and pledged himself to its policy—a policy of filibustering abroad,
propagandism at home. Prominent and controlling among his supporters are men
committed, by word and deed, to that policy; and what is there in his character, his
antecedents, the nature of his northern support, to authorize the expectation that
he will disregard their will? Nothing will be so likely to restrain him and counteract
their extreme measures, as a vigorous and growing Republican organization, as
nothing would be more necessary to save the cause of freedom and the Union,
should he, as we have every reason to believe, continue the pro-slavery policy of
the present incumbent. Let us beware of folding our arms, and waiting to see what
he will do. We know the ambition, the necessities, the schemes of the slave power.
Its policy of extension and aggrandizement and universal empire, is the law of its
being, not an accident—is settled, not fluctuating. Covert or open, moderate or
extreme, according to circumstances, it never changes in spirit or aim. With Mr.
Buchanan, the elect of a party controlled by this policy, administering the
government, the safety of the country and of free institutions must rest in the
organization of the Republican party.
“What, then, is the duty before us? Organization, vigilance, action; action on the
rostrum, through the press, at the ballot-box; in state, county, city, and town
elections; everywhere, at all times; in every election, making Republicanism, or
loyalty to the policy and principles it advocates, the sole political test. No primary
or municipal election should be suffered to go by default. The party that would
succeed nationally must triumph in states—triumph in the state elections, must be
prepared by municipal success.
“Next to the remaining power in the states already under their control, let the
Republicans devote themselves to the work of disseminating their principles, and
initiating the true course of political action in the states which have decided the
election against them. This time we have failed, for reasons nearly all of which may
be removed by proper effort. Many thousand honest, but not well-informed voters,
who supported Mr. Buchanan under the delusive impression that he would favor
the cause of free Kansas will soon learn their mistake, and be anxious to correct it.
The timid policy of the Republicans in New Jersey, Pennsylvania, and Indiana, in
postponing their independent action, and temporizing with a party got up for
purposes not harmonizing with their own, and the conduct of Mr. Fillmore’s
friends in either voting for Mr. Buchanan, or dividing the opposition by a separate
ticket, can hardly be repeated again. The true course of the Republicans is to
organize promptly, boldly, and honestly upon their own principles, so clearly set
forth in the Philadelphia platform, and, avoiding coalitions with other parties,
appeal directly to the masses of all parties to ignore all organizations and issues
which would divert the public mind from the one danger that now threatens the
honor and interests of the country, and the subtlety of the Union—slavery
propagandism allied with disunionism.