Full Download Ebook Ebook PDF Marketing 2nd Edition by Shane Hunt Associate PDF
Full Download Ebook Ebook PDF Marketing 2nd Edition by Shane Hunt Associate PDF
Full Download Ebook Ebook PDF Marketing 2nd Edition by Shane Hunt Associate PDF
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
Adieu, your’s,
R. Cowley.
LETTER LXII.
From Mr. Serge to Sir Murdoch Maclairn.
Putney, Dec. 3.
Jeremiah Serge.
LETTER LXIII.
From Miss Cowley to Miss Hardcastle.
Friday morning.
Rachel Cowley.
CHAP. X.
LETTER LXIV.
Sunday morning.
Will my Lucy need from me the obvious reflexions, which will result
from the perusal of this letter? “No:” nor have I time to make them,
though the impressions on my mind are such as will indelibly
remain, as admonitions to warn me against too much security in this
world’s air bubbles!
I had so well sustained my part with my pen, in writing to Sir
Murdoch, that I had produced a cheerfulness on the pensive brow of
his wife; and she detained me with her, until it was too late to finish
my letter to you. I therefore continued to read and chat with my
friend till near the dining hour. The appearance of Doctor Douglass
was nothing new; but we were equally struck with his manner and
countenance; and her ladyship, with alarm, asked him, whether
Lucretia was worse. “No,” replied he, with visible distress, “there is
no material change; but she has asked for you.” Lady Maclairn
immediately quitted us to go to her sister’s room. “She is dying,”
observed I, “you think so, I am certain; why do you flatter Lady
Maclairn with hopes?” “Poor creature!” answered he, “I wish she had
only this shock to support, there would then be little to justify my
fears for her; but I am a coward, Miss Cowley, and you must assist
me, and yet I tremble even in soliciting your aid; for these exertions
can do you no good.” “Never think of me,” said I eagerly. “What are
the dreadful tidings you bring?” “That a sinner is departed,”
answered he with solemnity; “that Lady Maclairn has no longer a
brother. Let me conduct you to your apartment,” continued he,
seeing me pale and trembling, “I must consult you; and we shall be
interrupted here.” I made no reply; but yielded to his assistance.
A burst of tears relieved me. “Wherefore is it,” observed poor
Douglass, with compassion, “that you seem destined, by Providence,
to be the support of this unfortunate family; and, by the continual
exertions of your fortitude and humanity, thus to diminish your own
comforts and weaken your health?” I admire you, and I reverence
your Mrs. Hardcastle; but your strength of mind is uncommon! “Try
it,” replied I, “let me hear the whole of this dreadful affair; it cannot
be worse than I apprehend.” “Nor is it better,” answered he; “and we
have to guard against surprises. It must be discovered. The public
papers will have the intelligence, and Lady Maclairn must be
prepared; are you equal to the task?” “I trust I am,” answered I,
“otherwise my strength of mind is no virtue.” He grasped my hand,
and said some words, expressive of his approbation, then proceeded
to inform me, that Captain Flint had found on his table the preceding
evening, on returning from his sister’s, the packet which he now
produced. “I was sent for,” added the doctor, “and we passed nearly
the whole night in reading the contents, and consulting the best
means of communicating them to Lady Maclairn. The captain
declared he was unable to do it; and thought himself peculiarly
disqualified for the office, it being no secret, that he despised the
man, and was not surprised at his end.” “I have no heart on such
occasions,” continued Douglass, rising and pacing the room. “I have
a trick of looking beyond “this diurnal sphere,” and I hate to
announce the death of the wicked. There are the letters; I will leave
you for an hour and then return; you may want me as a physician.”
To the hasty perusal of them, followed my thanks to Providence for
the absence of Sir Murdoch; and without suffering the energy of my
mind to relax, I sent for Lady Maclairn to my room. She instantly
perceived my emotion, and I at once acknowledged that I had bad
news to communicate from Jamaica; and which Captain Flint was
unequal to the task of doing. She gasped for breath. “Nothing can
equal,” continued I, “Mr. Philip Flint’s solicitude for you, thank God!
he has stood the shock: his friends are without alarm for him. Mr.
Flamall’s death must be supported, my dear Lady Maclairn; let me
see you composed.” “It was sudden?” said she, fixing her eyes on my
face, “It was——I made no other answer, than falling on her shoulder
and weeping.” “It is enough,” said she, trembling and sinking from
my embrace. I was terrified, for she did not faint as I expected, but
with her eyes fixed, and with a deadly groan she articulated the name
of Duncan. I immediately perceived the dreadful idea, which had
taken possession of her mind. “He is at rest, my dear friend,” said I,
“and now blessed for his faithfulness to you.” I was proceeding, but
she heard me not. Horror had transfixed her to her seat. She was as
cold as marble, and not a tear fell. I rang the bell with violence. The
doctor entered at the same moment; he instantly bled her, and she
was put into my bed. Douglass watched her, under great uneasiness,
until she appeared to me to be dead. I really thought she was, when
her eyes closed and her stiffened limbs relaxed. “Take courage,” said
he, “the worst is passed; she will recover.” The event shewed his
judgment; for in a few minutes she burst into violent sobbings, and
the death-like coldness of her hand gave place to a friendly
perspiration. He gave her a cordial; and ordering no one to disturb
her by speaking, I was left with her. By his orders, I neither checked
her tears, nor evaded her enquiries. I believe, however, that she
dosed for some time, as not a sigh escaped her. At length, putting
aside the curtain, she spoke, and I approached her. “Angel of mercy
and goodness,” said she, kissing my hand, “tell me, has no one seen
my distress?” “The servants saw you in a fainting state,” replied I.
“But they never saw me so ill I believe,” observed she with anxiety,
“Did nothing escape me?” I satisfied her at once on this point, and at
her request briefly, and I think wisely, informed her of the leading
events contained in the captain’s letters. She wept, and I proceeded.
“In this trial of your faith and fortitude,” said I, “it is not possible you
can overlook the merciful Being, who has secured Duncan from guilt,
by removing him to an abode of peace.” “I cannot express my
thankfulness,” replied she, “but I feel the gratitude.—But my
wretched lost brother!” She shuddered anew— “He is before an
unerring Judge,” replied I, interrupting her. “It neither becomes you
nor myself to limit infinite mercy. You are now called upon, by that
God of mercy, to submit to his power and to trust in his goodness
and compassion. Let it be your concern to perform, with courage, the
part assigned you. It has been a difficult one; but not beyond your
strength. Remember that you are still a wife, and a mother; and your
duties will give you patience and peace.”
Emulate the man in whose sorrows you have shared; “he was
faithful to the end.” Deprive him not of the glory of having loved your
reputation and your honour more than his own. To Lady Maclairn he
sacrificed his fondest hopes, his vengeance on his oppressor, his ease
in life, and even the name of her faithful Duncan to his last moments.
Weep for him! continued I, with my eyes streaming; neither religion
nor virtue forbid this tribute to his memory; but live to preserve Sir
Murdoch Maclairn’s peace. “I would die rather than disturb it,” said
she with agony. “It is my misery, my past punishment, that whilst my
soul mourns the fate of a man ruined by my affection, another not
less worthy, not less beloved has been involved in all the perils of my
miserable condition and conduct. I cannot live without Maclairn’s
esteem and tenderness; I cannot die without affecting him. I must
still wear the odious cloak of deceit; I must still impose on his noble
unsuspecting nature. Oh fatal consequences of my quitting the paths
of truth!” added she, with interrupted sighs; “wretched fruits of my
weak credulity and childish fears! Had I been firm, had I shown
myself to the world as the reprobated widow of poor Duncan, I
should long ere this have smiled at its contempt, or been at peace in
my grave. But for what am I not now answerable?” “Not for your
brother’s wickedness,” replied I eagerly, “you have a fair account, my
dear friend, to set against the errors of your youth; recollect the place
you have filled in society, the years of suffering your tender cares
have mitigated, the duties of the mother you have performed, the
happiness you have administered; and I will add, the pangs your
courage has sustained in order to effect the tranquillity of others.
Secresy is now a duty, and an obligation enforced upon you, by every
motive of virtue and utility. Let me see you, what you may be; unless,
by recalling the past, you destroy your health, and my hopes. The
storm is passed; and if you experience not the joy of an unclouded
sky, yet the evening of your days may be serene and quiet.”
She promised me to be all I wished, and to brace every nerve
against her husband’s return. I think she is more composed to day;
and at her request I have been with Miss Flint. As I expected, she
began by lamenting her ladyship’s sudden indisposition, and added,
that Percival also had a cold which prevented her seeing him. I gave
her hopes of her sister’s speedy recovery, and endeavoured to keep
up the conversation; but she soon dosed, which I find she again does
half her time, and I left her without being noticed.
Good night, I am going to bed, and to sleep if I can. Mrs. Allen will
be with Lady Maclairn. I direct my letters to Sedley. You will
understand by the accompaniments my reason for so doing. Mary
might wonder at not being trusted; Mr. Sedley will give you this
packet. Adieu. Let me know that the intelligence is secure in your
hands. My friend wishes you to keep these with the other papers: she
has read them.
I am really quite worn out with one or two night’s watching; but do
not fancy me sick, should I be lazy. We expect Sir Murdoch the day
after to-morrow; and I may have too much business on my hands to
write to you before Saturday.
LETTER LXV.
From Mr. Paget to Capt. Percival Flint.
(Enclosed in the preceding.)
Thomas Paget.
LETTER LXVI.
(Enclosed in Mr. Paget’s.)
To Mr. Flamall.
Shouldest thou start, Flamall, at the sight of these well known
characters, for my hand, like my heart, has but one for my purposes.
Should thy knees tremble, and the blood recede in terror from thy
cheek, bless Heaven! Hail these indications of its mercy! Thou hast
not yet outlived humanity, thou art not yet abandoned to everlasting
destruction. Be it so! Oh God, infinite in goodness, almighty in
power!
Were I certain, Flamall, that with the form of man there were yet
one single spark left unextinguished of the spirit of a man, I would
invite thee to my dying couch, for it is near thee. I would bid thee
compare it with thy nightly bed of prosperous villany. And here settle
those accounts of the guardianship and gains. Though for years in
bondage, I have been free from guilt. No parent will demand from
me a ruined oppressed son; no confederate in vice and cruelty and
treachery will point to me as the betrayer of his soul! But thou wilt
recall to memory the issue of thy crimes; and the names of thy agents
in mischief.
I die in peace. My wife knows my innocence and my wrongs. If it
be needful for thy repentance, apply to her; and with the tale of thy
brotherly care, of an innocent, and virtuous orphan-sister, thou
mayest have the relation of the woes thou hast inflicted on thy ward
Charles.
Detain not the messenger: I wait his return to breathe my last sigh
on his faithful bosom. Thou hast been defeated, Flamall! The tear of
affection will fall on my remains; and I shall be remembered as one
who has not lived to be the fell destroyer of my fellow-man, nor as
one abandoned by his Maker.
LETTER LXVII.
From Mr. Flamall to Mr. Philip Flint.
(Enclosed in Mr. Paget’s.)
Horror! unutterable horror! anguish, despair! Twist not thus my
brain! he is dead! and died with his hopes! expecting to be welcomed
in a new existence, by assembled angels, hailed by spirits like his
own, and received by a God of mercy who will recompense his long
sufferings and faith.—Delusions all! The tales of the nursery made up
for children! I reject them. When these atoms which compose this
palpitating frame are disunited I shall be at peace: for I shall be
nothing. But wherefore do I pause? What is to me the world to which
I now cleave? Why does my heart turn to thee, Philip? I know thou
also abhorrest me, yet I would not have thee curse me, for of all men,
I have a claim to thy pity. I love thee still. I would bless thee, but I
dare not. For if there be a God, whose awful indignation takes
cognizance of sin; my blessing would be converted into a malediction
on thy head. Blot me from thy memory; acknowledge not the name of
Flamall, nor permit thy children to know, that I was once thy guide,
thy friend——Nay——Distraction! Why do I hesitate——
Mr. Paget in continuation.
It is needless to make any comments on the foregoing letters. It is
but too apparent, that Flamall was the aggressor; beyond this all is
conjecture. We have, on our part, acted with caution. Captain Nelson
has been questioned closely, as to his knowledge of the person,
supposed to have been the cause of the dreadful end of Mr. Flamall.
He repeated, on oath, his evidence in favour of this unknown, and
adhered to the account he had before given me of his acquaintance
with him; adding, that he had not a doubt of his having been an
injured man. His sorrow, for his loss, was not concealed; for he even
shed tears, and with an oath affirmed, that not only himself but every
man in his ship had lost a brother. Poor George was with him, and
looked the picture of despair: he was examined also: he had never
heard his father and protector name Mr. Flamall until the morning
he gave him the letter. Not a single paper was found in his chest,
except a note, in which he gives, with his blessing, his little property
of clothes, linen, and a few books to this boy. Thus, has every enquiry
terminated. I cannot help believing, that you will be gratified by
knowing, that Captain Nelson means to protect the lad in question.
Mr. Flamall has been careful to leave no traces behind him, that
may help to elucidate this mystery, or throw a light on any other of
his private concerns. Not a paper, nor a letter escaped his vigilant
cautions. Juba tells us, that from the time his nephew’s marriage was
announced, he has suspected his mind to have been deranged at
times, and that he was continually reading and burning letters and
papers when in his room. One striking proof of his former connexion
with the unfortunate stranger, Charles, is much talked of. He called
at the house where he lodged and died; and to the enquiries he made
concerning the sick man, one of the servants answered, that he was
dead. He said, he wished to see him, having known him in his youth.
The negro woman attended him to the deceased man’s room. He
looked attentively at the corpse; appeared agitated, and sighing said,
“his troubles are over.” But such was the impression the object before
him had produced, that he left the house, and forgot his horse, which
he had tied to the door he had passed. A waiter perceiving it,
followed him with the animal; he mounting, and without speaking,
put him on his full speed.
Thomas Paget.