PART I. Understand the Value Proposition

1. Welcome to the World of Marketing: Create and Deliver Value

2. Global, Ethical, and Sustainable Marketing

3. Strategic Market Planning

PART II. Determine the Value Propositions Different Customers Want

4. Market Research

5. Marketing Analytics: Welcome to the Era of Big Data!

6. Understand Consumer and Business Markets

7. Segmentation, Target Marketing and Positioning

PART III. Develop the Value Proposition for the Customer

8. Product I: Innovation and New Product Development

9. Product II: Product Strategy, Branding, and Product Management

10. Price: What is the Value Proposition Worth?

PART IV. Deliver and Communicate the Value Proposition

11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

13. Promotion I: Advertising and Sales Promotion

14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations

APPENDIX A. Marketing Plan: The S&S Smoothie Company

APPENDIX B. Your Future in a Marketing Career

Guide students through the latest topics in marketing

• A concise and user-friendly Table of Contents. Fourteen chapters offer a convenient size for most undergraduate basic marketing courses. This “lean and mean” structure allows an instructor who teaches a semester course to cover important marketing concepts from soup to nuts, yet still retain enough flexibility to include time for in-class exercises and discussions, as well as assessments of students’ learning.
• Material is divided into four sections, focusing on the sequential process of creating and delivering value, including:
• • Understanding the Value Proposition
  • Determining the Value Propositions Different Customers Want
  • Developing the Value Proposition for the Customer
  • Delivering and Communicating the Value Proposition
• A 4P structure is integrated with emphasis on the value proposition. Chapters 8 to 14 cover Product, Price, Place, and Promotion--but with real-world decision-making emphasis, for which the book is famous for.
• Each chapter has an integrative study map for students that includes an Objective Summary, Key Terms, and student assessment opportunities of several types: Concepts: Test Your Knowledge; Activities: Apply What You’ve Learned; Apply Marketing Metrics; Choices: What Do You Think?; and Miniproject: Learn By Doing. By completing these assessments students and instructors achieve maximum assurance of learning.
• Appendix A, “The Marketing Plan,” provides a basic marketing plan and helpful “how to” guidelines for the fictitious S&S Smoothie Company, giving students the foundation they need to craft a complete marketing plan while answering any questions that students may have.
• A supplement at the end of Chapter 3 provides a framework that enables students to organize marketing concepts by chapter and create a solid marketing plan of their own.
• Career Appendix B, “Your Future in a Marketing Career,” provides guidance for students on how to plan for a successful and rewarding, career, whether in marketing or another field. Career success is framed as developing a unique brand that meets the needs of the job market. Career guidance recommendations follow the steps in the marketing plan with suggestions at each step for critical thinking and specific actions.

Emphasize marketing in the real world

• NEW! Each chapter concludes with an exciting Marketing in Action mini case about a real firm facing real marketing challenges. Questions at the end let you make the call to get the company on the right track. Thirteen new cases feature GetFeedback, Airbus, Sprig, Facebook, Disney, Target, and Alibaba.
• UPDATED! Spotlight on the importance of ethical and sustainable marketing. Each chapter provides a boxed feature called Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World. A questionable marketing practice is described and then students are asked for their opinion on the matter. Firms have been updated to include Coca-Cola, Chipotle, Volkswagen, Kimberly Clark, and Allstar (the “Snuggie”).

Help students see the math behind the marketing

• EXPANDED! Double the coverage of market research metrics and analytics. The 9th Edition continues to expand its coverage on how marketers can use exciting new tools to understand and harness “big data” as they strive to identify and meet their customer’s needs--often literally on a one-to-one basis. Numerous key terms, additional application examples that connect concepts to practice, and several new tables and figures to further illustrate important chapter material have been added.
• UPDATED! Each chapter provides an updated Metrics Moment box that describes some important ways to measure important marketing concepts, including an Apply the Metric exercise that asks the student to actually work with some of these measures. And every end of chapter includes an Apply Marketing Metrics exercise that provides additional opportunities for students to practice measures that marketers use to help them make good decisions.

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

• NEW! MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans.
• NEW! Rising Stars in Marketing, a new supplemental feature found in MyLab Marketing, presents video clips contributed by recent successful graduates of marketing programs around the country. Each person shares advice about the “do’s and don’ts” of job seeking and job offers to current readers, so students have the option of exploring career wisdom from those who have followed the same path they hope to take. Each video is followed with a short assessment to hold students accountable for their learning.
• UPDATED! Decision-Making Mini-Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included. Fully re-written, decision-making mini-simulations are now available with an updated design and workflow.
• UPDATED! Here’s My Problem vignettes feature a variety of decision makers, from CEOs to brand managers, who confront decisions in their jobs that relate to each chapter. Real executives include:

• • Michael Baumwoll, Twitter
  • Keith Sutter, Johnson & Johnson
  • Dondeena Bradley, Weight Watchers
  • Becky Frankiewicz, Quaker Foods
  • Neal Goldman, Under Armour
  • Jennifer Sey, Levi Strauss
  • Stephanie Nashawaty, Oracle
  • Stan Clark, Eskimo Joe’s

• UPDATED! Here’s My Choice vignettes present three possible choices to Here’s My Problem, requiring students to use their critical thinking skills to determine the best solution to each problem. Formerly found in the textbook and now found in MyLab Marketing, Here’s My Choice lets students learn about executives’ decision-making process, their ultimate choice, and answer analytical based questions about the decision-making process in an interactive learning environment.
• The Chapter Warm-up helps you hold students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.  
• Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and accessible on smartphones, tablets, and computers. NEW! Instructors can now remove questions from Dynamic Study Modules to better fit their course.
• The Enhanced eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples, animations, and interactive tutorials bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self-assessment, MyLab Marketing with Enhanced eText provides students with a complete digital learning experience–all in one place.
• • And with the Pearson eText 2.0 mobile app (available for select titles) students can now access the Enhanced eText and all of its functionality from their computer, tablet, or mobile phone. Because students’ progress is synced across all of their devices, they can stop what they’re doing on one device and pick up again later on another one–without breaking their stride.  
• Learning Catalytics^™ helps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.
• • NEW! Upload a full PowerPoint^® deck for easy creation of slide questions.
  • NEW! Team names are no longer case sensitive.
  • Help your students develop critical thinking skills.
  • Monitor responses to find out where your students are struggling.
  • Rely on real-time data to adjust your teaching strategy.  
• Reporting Dashboard. View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.
• Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.
• Writing Space. Better writers make great learners–who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin^®, Writing Space can check students’ work for improper citation or plagiarism.
• Quizzes and Tests. Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

 Check out the preface for a complete list of features and what's new in this edition. 

Marketing: Real People, Real Choices, 9th Edition is also available via Revel™, an interactive learning environment that enables students to read, practice, and study in one continuous experience. Learn more.

Emphasize marketing in the real world

• Each chapter concludes with an exciting Marketing in Action mini case about a real firm facing real marketing challenges. Questions at the end let you make the call to get the company on the right track. Thirteen new cases feature GetFeedback, Airbus, Sprig, Facebook, Disney, Target, and Alibaba.
• Spotlight on the importance of ethical and sustainable marketing. Each chapter provides a boxed feature called Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World. A questionable marketing practice is described and then students are asked for their opinion on the matter. Firms have been updated to include Coca-Cola, Chipotle, Volkswagen, Kimberly Clark, and Allstar (the “Snuggie”).

Help students see the math behind the marketing

• Double the coverage of market research metrics and analytics. The 9th Edition continues to expand its coverage on how marketers can use exciting new tools to understand and harness “big data” as they strive to identify and meet their customer’s needs--often literally on a one-to-one basis. Numerous key terms, additional application examples that connect concepts to practice, and several new tables and figures to further illustrate important chapter material have been added.
• Each chapter provides an updated Metrics Moment box that describes some important ways to measure important marketing concepts, including an Apply the Metric exercise that asks the student to actually work with some of these measures. And every end of chapter includes an Apply Marketing Metrics exercise that provides additional opportunities for students to practice measures that marketers use to help them make good decisions.

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

• MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans.
• Rising Stars in Marketing, a new supplemental feature found in MyLab Marketing, presents video clips contributed by recent successful graduates of marketing programs around the country. Each person shares advice about the “do’s and don’ts” of job seeking and job offers to current readers, so students have the option of exploring career wisdom from those who have followed the same path they hope to take. Each video is followed with a short assessment to hold students accountable for their learning.
• Decision-Making Mini-Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included. Fully re-written, decision-making mini-simulations are now available with an updated design and workflow.
• Here’s My Problem vignettes feature a variety of decision makers, from CEOs to brand managers, who confront decisions in their jobs that relate to each chapter. Real executives include:
• • Michael Baumwoll, Twitter
  • Keith Sutter, Johnson & Johnson
  • Dondeena Bradley, Weight Watchers
  • Becky Frankiewicz, Quaker Foods
  • Neal Goldman, Under Armour
  • Jennifer Sey, Levi Strauss
  • Stephanie Nashawaty, Oracle
  • Stan Clark, Eskimo Joe’s
• Here’s My Choice vignettes present three possible choices to Here’s My Problem, requiring students to use their critical thinking skills to determine the best solution to each problem. Formerly found in the textbook and now found in MyLab Marketing, Here’s My Choice lets students learn about executives’ decision-making process, their ultimate choice, and answer analytical based questions about the decision-making process in an interactive learning environment.

  Check out the preface for a complete list of features and what's new in this edition.