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Hello, My Name Is . . . vii
George D. Deitz
Dr. George D. Deitz completed his PhD in marketing at The University of Alabama.
He is currently the George Johnson Professor and Research Fellow in Marketing at
The University of Memphis. George has enjoyed the opportunity to teach a wide vari-
ety of face-to-face and online courses at the undergraduate, MBA, and doctoral levels.
In 2013, George helped found the Consumer Neuroscience Research Laboratory
(C-NRL) at Memphis, with the mission of advancing the use of physiological and
neurological measurement systems to the study of marketing research questions. His
research has been published in Journal of Service Research, Journal of Business Ven-
turing, Journal of Public Policy and Marketing, The Journal of Business Logistics,
and other leading marketing journals. He has presented at a number of different con-
ferences, including the American Marketing Association and the Academy of Market-
ing Science.
After obtaining his master’s degree at West Virginia University, George began his
professional career working in college athletic administration at the United States Mil-
itary Academy in West Point, NY. Following that, he spent nearly a decade working
in a variety of sales and sales management roles with several start-up ventures in the
software industry.
George currently lives in Germantown, Tennessee, with his wife, Kristine. They
have three children, Luke, Mark, and Koren.
DEDICATION
To my daughter, Abby,
Assistant Professor of Psychology at Towson University,
who represents the third generation of our family
to teach at the collegiate level.
John
To my wife, Kristine,
for not being afraid to take chances.
Thank you for your strength, faith, passion,
and sense of humor. The future is ours to see. . .
George
PREFACE
Hello, and welcome to Hunt, Mello, and Deitz’s Marketing 2e. Students, particu-
larly non-marketing majors, want to know, “Why does this course matter to me?” We
designed our product to emphasize the universal importance of marketing . . . because
everyone is a marketer.
We designed this product with an emphasis on student engagement and relevance,
a focus embodied in these four key benefits:
• A career focus, to help students understand how marketing will support what-
ever career path they choose and how to develop their own personal brand.
• Integration of key topics that are part of the daily fabric of marketing—
globalization, social media, ethics, and marketing analytics.
• Seamlessly integrated results-driven technology.
• The right content for a semester-long course.
Career Focus
The goal of higher education for most students, whatever their major, is to develop
knowledge that can be put to use in productive careers. We’ve included features that
focus on careers:
• Executive Perspective interviews illustrate the need for successful leaders in
any organization to be effective marketers. These interviews represent a wide
range of undergraduate majors, including finance, engineering, operations, and
accounting.
• Today’s Professional interviews highlight young marketing professionals who
describe how developing their personal brand has helped advance their careers.
• Career Tips offer chapter-related ideas that can help students develop their own
personal brand—a theme carried throughout.
• In the Personal Marketing-Plan Exercise threaded throughout, students apply
the elements of a marketing plan in the context of marketing themselves. This
project brings a marketing plan to life in a way that personally engages students.
Results-Driven Technology
This product is “digital-first,” built from the ground up to integrate digital content
seamlessly. We wrote the narrative and the digital content simultaneously, dovetail-
ing print and digital delivery in McGraw-Hill’s results-driven technology platform.
The first edition leads the market with digital activations delivered via our adaptive
ebook, Smartbook. In the second edition, we’ve added new exercises, videos, and
video cases, further enhancing the digital integration. The close linkage of chapter
content and Connect assignments allows students to practice how to use classroom
content to inform marketing decisions.
ix
x Preface
C. Shane Hunt
Arkansas State University
John E. Mello
Arkansas State University
George D. Deitz
The University of Memphis
Required=Results
©Getty Images/iStockphoto
McGraw-Hill Connect®
Learn Without Limits
Connect is a teaching and learning platform
that is proven to deliver better results for
students and instructors.
Connect empowers students by continually
adapting to deliver precisely what they
need, when they need it, and how they need
it, so your class time is more engaging and
effective.
Analytics
Connect Insight®
Connect Insight is Connect’s new one-
of-a-kind visual analytics dashboard that
provides at-a-glance information regarding
student performance, which is immediately
actionable. By presenting assignment,
assessment, and topical performance results
together with a time metric that is easily
visible for aggregate or individual results,
Connect Insight gives the user the ability to
take a just-in-time approach to teaching and
learning, which was never before available.
Connect Insight presents data that helps
instructors improve class performance in a
way that is efficient and effective.
Adaptive THE ADAPTIVE
READING EXPERIENCE
DESIGNED TO TRANSFORM
THE WAY STUDENTS READ
Practice Marketing
Practice Marketing is a 3D, online, single- or multiplayer game that helps
students apply the four Ps by taking on the role of Marketing Manager for
a backpack company. By playing the game individually and/or in teams, students come to understand
how their decisions and elements of the marketing mix affect one another. Practice Marketing is
easy to use, fully mobile, and provides an interactive alternative to marketing plan projects. Log in to
mhpractice.com with your Connect credentials to access a demo, or contact your local McGraw-Hill
representative for more details.
www.mheducation.com
Preface xiii
CHAPTER-BY-CHAPTER CHANGES
IN THE SECOND EDITION
The second edition’s revisions are driven by feedback from instructors and students.
Overall
• Sequence of Chapters 4 and 5 swapped, to put buying behavior before market-
ing research
• Three NEW chapters: Retailing (Chapter 11), Personal Selling (Chapter 12),
and Digital and Social Marketing (Chapter 13)
• Former Chapter 14, “Measuring Marketing Performance,” integrated through-
out other chapters, in new marketing analytics discussions
• NEW marketing analytics Connect assignment in every chapter
• Five NEW video cases featuring dynamic organizations: PotBelly Sandwich
Shop, iMotions, Mary Kay, and Gearhead Outfitters (2 separate cases)
• Added new discussion of the ABC model (affective, behavioral, and cognitive)
and its impact on consumer attitudes
• Rearranged Situational Influences section to cover only two topics: time and
involvement
• New examples, including cognitive dimensions of attitudes for Taco Bell cus-
tomers and Johnson & Johnson example
• Addresses the importance of retail store location, including location types and
simple application of Reilly’s law of retail gravitation
• Discusses key strategic issues in 21st-century retailing: operational efficiency;
store image (atmospherics, layout and product display, and merchandise man-
agement); Big Data and retail analytics; competing on customer experience
(journey mapping)
• Five new Connect Application Exercises, including Social Media in Action
exercise about shopping on Facebook via Shopify
• New Ethical Challenge about reference pricing at Overstock.com
• New Video Case about Gearhead Outfitters
• New Career Tips about adjusting to life after college
• New examples, including Home Depot’s use of its mobile app in retailing
• Provides an overview of the steps in website design, including the seven rea-
sons people go online; choosing a domain name and a hosting service; wire-
framing; use of color, typography, and images; common pages included in any
website; site friendliness and speed; testing website usability and launch; and
post-launch monitoring
• Explains search marketing, including zero moment of truth, search engine optimi-
zation (SEO) and search engine marketing (SEM), and how online search works
• Analyzes the role of social media in modern marketing, including top social
media platforms for B2C and B2B marketers; calls to action; use of social
media to improve brand loyalty and customer advocacy; tips for improving CTA
conversion rates and brand loyalty
• New Social Media in Action Application Exercise on Lancôme’s Elite Reward
program
• Discusses the importance of content marketing: techniques and sources; content
categories (expert, user-generated, branded); trends (infographics, live stream-
ing, emoji, the Streisand effect); location-based marketing and geo-fencing
• Discusses how social media monitoring (social listening) can improve customer
service
• Presents social media marketing metrics (Table 13.1), with text discussion of
the most important (volume, engagement, sentiment analysis, share of voice)
• Discusses social media marketing dashboards
• Five new Connect Application Exercises in the chapter
• Company examples cited: United Way of Northeast Arkansas, Costco, Ziploc,
St. Jude’s Research Hospital, Reese’s Candy, Oreo, Red Bull, Bud Light, Domi-
nos, Jell-O, Major League Baseball
• New Ethical Challenge looks at the NFL’s decision to televise Thursday night games
• New Video Case about Gearhead Outfitters
• New Career Tips feature gives ideas for students looking to break into search
engine marketing
CHAPTER 21
CHAPTER 22
W hen they got back to Morton there was Puddle in the hall, with
that warm smile of hers, always just a little mocking yet pitiful too,
that queer composite smile that made her face so arresting. And the
sight of this faithful little grey woman brought home to Stephen the fact
that she had missed her. She had missed her, she found, out of all
proportion to the size of the creature, which seemed to have
diminished. Coming back to it after those weeks of absence, Puddle’s
smallness seemed to be even smaller, and Stephen could not help
laughing as she hugged her. Then she suddenly lifted her right off her
feet with as much ease as though she had been a baby.
Morton smelt good with its log fires burning, and Morton looked
good with the goodness of home. Stephen sighed with something very
like contentment: ‘Lord! I’m so glad to be back again, Puddle. I must
have been a cat in my last incarnation; I hate strange places—
especially Cornwall.’
Puddle smiled grimly. She thought that she knew why Stephen had
hated Cornwall.
After tea Stephen wandered about the house, touching first this,
then that, with affectionate fingers. But presently she went off to the
stables with sugar for Collins and carrots for Raftery; and there in his
spacious, hay-scented loose box, Raftery was waiting for Stephen. He
made a queer little sound in his throat, and his soft Irish eyes said:
‘You’re home, home, home. I’ve grown tired with waiting, and with
wishing you home.’
And she answered: ‘Yes, I’ve come back to you, Raftery.’
Then she threw her strong arm around his neck, and they talked
together for quite a long while—not in Irish or English but in a quiet
language having very few words but many small sounds and many
small movements, that meant much more than words.
‘Since you went I’ve discovered a wonderful thing,’ he told her, ‘I’ve
discovered that for me you are God. It’s like that some times with us
humbler people, we may only know God through His human image.’
‘Raftery,’ she murmured, ‘oh, Raftery, my dear—I was so young
when you came to Morton. Do you remember that first day out hunting
when you jumped the huge hedge in our big north paddock? What a
jump! It ought to go down to history. You were splendidly cool and
collected about it. Thank the Lord you were—I was only a kid, all the
same it was very foolish of us, Raftery.’
She gave him a carrot, which he took with contentment from the
hand of his God, and proceeded to munch. And she watched him
munch it, contented in her turn, hoping that the carrot was succulent
and sweet; hoping that his innocent cup of pleasure might be full to the
brim and overflowing. Like God indeed, she tended his needs, mixing
the evening meal in his manger, holding the water bucket to his lips
while he sucked in the cool, clear, health-giving water. A groom came
along with fresh trusses of straw which he opened and tossed among
Raftery’s bedding; then he took off the smart blue and red day clothing,
and buckled him up in a warm night blanket. Beyond in the far loose
box by the window, Sir Philip’s young chestnut kicked loudly for supper.
‘Woa horse! Get up there! Stop kicking them boards!’ And the
groom hurried off to attend to the chestnut.
Collins, who had spat out his two lumps of sugar, was now busy
indulging his morbid passion. His sides were swollen well-nigh to
bursting—blown out like an air balloon was old Collins from the evil and
dyspeptic effects of the straw, plus his own woeful lack of molars. He
stared at Stephen with whitish-blue eyes that saw nothing, and when
she touched him he grunted—a discourteous sound which meant:
‘Leave me alone!’ So after a mild reproof she left him to his sins and his
indigestion.
Last but not least, she strolled down to the home of the two-legged
creature who had once reigned supreme in those princely but now
depleted stables. And the lamplight streamed out through uncurtained
windows to meet her, so that she walked on lamplight. A slim streak of
gold led right up to the porch of old Williams’ comfortable cottage. She
found him sitting with the Bible on his knees, peering crossly down at
the Scriptures through his glasses. He had taken to reading the
Scriptures aloud to himself—a melancholy occupation. He was at this
now. As Stephen entered she could hear him mumbling from
Revelation: ‘And the heads of the horses were as the heads of lions;
and out of their mouths issued fire and smoke and brimstone.’
He looked up, and hastily twitched off his glasses: ‘Miss Stephen!’
‘Sit still—stop where you are, Williams.’
But Williams had the arrogance of the humble. He was proud of the
stern traditions of his service, and his pride forbade him to sit in her
presence, in spite of their long and kind years of friendship. Yet when
he spoke he must grumble a little, as though she were still the very
small child who had swaggered round the stables rubbing her chin,
imitating his every expression and gesture.
‘You didn’t ought to have no ’orses, Miss Stephen, the way you runs
off and leaves them;’ he grumbled, ‘Raftery’s been off ’is feed these last
days. I’ve been talkin’ to that Jim what you sets such store by!
Impudent young blight, ’e answered me back like as though I’d no right
to express me opinion. But I says to ’im: “You just wait, lad,” I says,
“You wait until I gets ’old of Miss Stephen!” ’
For Williams could never keep clear of the stables, and could never
refrain from nagging when he got there. Deposed he might be, but not
yet defeated even by old age, as grooms knew to their cost. The tap of
his heavy oak stick in the yard was enough to send Jim and his
underling flying to hide curry-combs and brushes out of sight. Williams
needed no glasses when it came to disorder.
‘Be this place ’ere a stable or be it a pigsty, I wonder?’ was now his
habitual greeting.
His wife came bustling in from the kitchen: ‘Sit down, Miss Stephen,’
and she dusted a chair.
Stephen sat down and glanced at the Bible where it lay, still open,
on the table.
‘Yes,’ said Williams dourly, as though she had spoken, ‘I’m reduced
to readin’ about ’eavenly ’orses. A nice endin’ that for a man like me,
what’s been in the service of Sir Philip Gordon, what’s ’ad ’is legs
across the best ’unters as ever was seen in this county or any! And I
don’t believe in them lion-headed beasts breathin’ fire and brimstone,
it’s all agin nature. Whoever it was wrote them Revelations, can’t never
have been inside of a stable. I don’t believe in no ’eavenly ’orses
neither—there won’t be no ’orses in ’eaven; and a good thing too,
judgin’ by the description.’
‘I’m surprised at you, Arth-thur, bein’ so disrespectful to The Book!’
his wife reproached him gravely.
‘Well, it ain’t no encyclopaedee to the stable, and that’s a sure
thing,’ grinned Williams.
Stephen looked from one to the other. They were old, very old, fast
approaching completion. Quite soon their circle would be complete,
and then Williams would be able to tackle Saint John on the points of
those heavenly horses.
Mrs. Williams glanced apologetically at her: ‘Excuse ’im, Miss
Stephen, ’e’s gettin’ rather childish. ’E won’t read no pretty parts of The
Book; all ’e’ll read is them parts about chariots and such like. All what’s
to do with ’orses ’e reads; and then ’e’s so unbelievin’—it’s aw-ful!’ But
she looked at her mate with the eyes of a mother, very gentle and
tolerant eyes.
And Stephen, seeing those two together, could picture them as they
must once have been, in the halcyon days of their youthful vigour. For
she thought that she glimpsed through the dust of the years, a faint
flicker of the girl who had lingered in the lanes when the young man
Williams and she had been courting. And looking at Williams as he
stood before her twitching and bowed, she thought that she glimpsed a
faint flicker of the youth, very stalwart and comely, who had bent his
head downwards and sideways as he walked and whispered and
kissed in the lanes. And because they were old yet undivided, her heart
ached; not for them but rather for Stephen. Her youth seemed as dross
when compared to their honourable age; because they were undivided.
She said: ‘Make him sit down, I don’t want him to stand.’ And she
got up and pushed her own chair towards him.
But old Mrs. Williams shook her white head slowly: ‘No, Miss
Stephen, ’e wouldn’t sit down in your presence. Beggin’ your pardon, it
would ’urt Arth-thur’s feelin’s to be made to sit down; it would make ’im
feel as ’is days of service was really over.’
‘I don’t need to sit down,’ declared Williams.
So Stephen wished them both a good night, promising to come
again very soon; and Williams hobbled out to the path which was now
quite golden from border to border, for the door of the cottage was
standing wide open and the glow from the lamp streamed over the
path. Once more she found herself walking on lamplight, while
Williams, bareheaded, stood and watched her departure. Then her feet
were caught up and entangled in shadows again, as she made her way
under the trees.
But presently came a familiar fragrance—logs burning on the wide,
friendly hearths of Morton. Logs burning—quite soon the lakes would
be frozen—‘and the ice looks like slabs of gold in the sunset, when you
and I come and stand here in the winter . . . and as we walk back we
can smell the log fires long before we can see them, and we love that
good smell because it means home, and our home is Morton . . .
because it means home and our home is Morton. . . .’
Oh, intolerable fragrance of log fires burning!
CHAPTER 23
1
A ngela did not return in a week, she had decided to remain another
fortnight in Scotland. She was staying now with the Peacocks, it
seemed, and would not get back until after her birthday. Stephen
looked at the beautiful ring as it gleamed in its little white velvet box,
and her disappointment and chagrin were childish.
But Violet Antrim, who had also been staying with the Peacocks,
had arrived home full of importance. She walked in on Stephen one
afternoon to announce her engagement to young Alec Peacock. She
was so much engaged and so haughty about it that Stephen, whose
nerves were already on edge, was very soon literally itching to slap her.
Violet was now able to look down on Stephen from the height of her
newly gained knowledge of men—knowing Alec she felt that she knew
the whole species.
‘It’s a terrible pity you dress as you do, my dear,’ she remarked, with
the manner of sixty, ‘a young girl’s so much more attractive when she’s
soft-don’t you think you could soften your clothes just a little? I mean,
you do want to get married, don’t you! No woman’s complete until she’s
married. After all, no woman can really stand alone, she always needs
a man to protect her.’
Stephen said: ‘I’m all right—getting on nicely, thank you!’
‘Oh, no, but you can’t be!’ Violet insisted. ‘I was talking to Alec and
Roger about you, and Roger was saying it’s an awful mistake for
women to get false ideas into their heads. He thinks you’ve got rather a
bee in your bonnet; he told Alec that you’d be quite a womanly woman
if you’d only stop trying to ape what you’re not.’ Presently she said,
staring rather hard: ‘That Mrs. Crossby—do you really like her? Of
course I know you’re friends and all that—But why are you friends?
You’ve got nothing in common. She’s what Roger calls a thorough
man’s woman. I think myself she’s a bit of a climber. Do you want to be
used as a scaling ladder for storming the fortifications of the county?
The Peacocks have known old Crossby for years, he’s a wonderful
shot for an ironmonger, but they don’t care for her very much I believe
—Alec says she’s man-mad, whatever that means, anyhow she seems
desperately keen about Roger.’