Marketing: Real People Real Choices - **PREOWNED - SLIGHT WATER DAMAGE TO COVERS AND PAGES. TEXT PERFECTLY READABLE**
Michael Solomon, Andrew Hughes, Bill Chitty, Greg Marshall, Elnora Stuart, Geoff Fripp
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For first year or postgraduate students studying Introduction to Marketing courses.
Keeping it real
This new Australian text introduces marketing from the perspective of real people making real choices. Each chapter introduces a real-life marketer faced with a range of real-life choices on how best to market their products. The reasons behind the marketing decisions they make becomes the platform to introduce students to the fundamentals of marketing in a real world. Throughout the text students are encouraged to think critically.
Every copy of Solomon Marketing comes packaged with MyMarketingLab. MyMarketingLab is an exciting online and interactive learning tool designed to help both the lecturer and students of marketing.
Features and Benefits
Each chapter opens with a Real People Real Choices feature. These features introduce a real person who is faced with a range of options relating to how best to market their goods or services. Students are encouraged to choose one of the options provided and to develop their reasoning for this option.
The opening feature is revisited within the chapter with the Real People Other Voices box which provides an opportunity for lecturers and students to discuss which option they would choose and why. The chapter ends with the How it Worked Out box where the marketer from the opening feature discusses which option they actually picked and what happened as a result of this choice.
In chapters where it is most relevant, a Marketing Metrics box is included. These highlight how marketers measure their activity and the importance of this.
Numerous advertisements and marketing images assist in illustrating and providing examples relating to the chapter concepts. Each chapter ends with a Chapter Summary where the key points are concisely explained and Key Terms are highlighted.
Each chapter contains a Chapter Review section containing a variety of question types where students can test their knowledge on key marketing concepts while providing an opportunity to practise what they have learned through application.
Each chapter contains a Real People: Real Surfers: Exploring the Web Exercise which provides some critical thinking questions in relation to site content that help to illustrate chapter objectives.
Each chapter contains a Marketing Plan Exercise where students are guided to develop elements of a marketing plan in relation to chapter content. Appendix A provides students with a template and instructions to help develop their marketing plans.
Marketing-In-Action Cases conclude each chapter and highlight marketing challenges faced by organisations. Students are encouraged to think critically about the case.
MyMarketingLab offers you the lecturer:
A powerful test manager that allows you to quickly and easily create tests that can be delivered in class or in an online environment.
Automatic marking of online homework assignments and tests taken by students.
A Gradebook that:
Tracks all students' results on tests.
Helps you to identify key topics and specific questions that your class is having a problem with, allowing you to focus your teaching time more productively.
Exports the results of an entire class into a spreadsheet program such as Microsoft ExcelŽ.
MyMarketingLab offers students:
Immediate feedback on tests taken online.
A personalised study plan to track progress and identify skills requiring development.
Additional tutorial tools and learning aids that provide the help they need when they need it.
Table of Contents
1. Welcome to the World of Marketing: Creating and Delivering Value
2. Strategic Planning and the Marketing Environment: The Advantage is Undeniable
3. Marketing Information and Research: Analysing the Business Environment Offline and Online
4. Consumer and Organisational Behaviour: How and Why People and Organisations Buy
5. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
6. Creating and Managing Products
7. Pricing the Product
8. Integrated Marketing Communications: Advertising and Sales Promotion
9. Other Elements of IMC: Direct Marketing, Internet Marketing, Personal Selling, Public Relations and Sponsorships
10. Distribution, Logistics and Retailing
11. Marketing Services
12. Global Marketing
13. Ethics and Regulations in Marketing
Appendix A: Building a Marketing Plan
Appendix B: How to Analyse Case Studies