Marketing 2nd Edition Ebook PDF
Marketing 2nd Edition Ebook PDF
Marketing 2nd Edition Ebook 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
When Seth had ascended the throne of his father, says Tabari, he
was the greatest of the sons of Adam. Every year he made the
pilgrimage to the Kaaba, and he ruled the world with equity, and
everything flourished during his reign. At the age of fifty he had a
son; he called his name Enoch and named him his executor. He died
at the age of nine hundred.[142]
Seth and the other sons of Adam waged perpetual war against the
Divs, or giants, the sons of Kabil, or Cain.
Rocail was another son of Adam, born next after Seth.
He possessed, says the Tahmurath Nâmeh, the most wonderful
knowledge in all mysteries. He had a genius so quick and piercing,
that he seemed to be rather an angel than a man.
Surkrag, a great giant, son of Cain, commanded in the mountains of
Kaf, which encompass the centre of the earth. This giant asked Seth
to send him Rocail, his brother, to assist him in governing his
subjects. Seth consented, and Rocail became the vizier or prime
minister of Surkrag, in the mountains of Kaf.
After having governed many centuries, and knowing, by divine
revelation, that the time of his death drew nigh, he thus addressed
Surkrag: “I am about to depart hence and enter on another
existence; but before I leave, I wish to bequeath to you some famous
work, which shall perpetuate my name into remote ages.”
Thereupon Rocail erected an enormous sepulchre, adorned with
statues of various metals, made by talismanic art, which moved, and
spake, and acted like living men.[143]
According to the Rabbinic traditions, Seth was one of the thirteen
who came circumcised into the world. The rest were Adam, Enoch,
Noah, Shem, Terah, Jacob, Joseph, Moses, Samuel, David, Isaiah,
and Jeremiah.[144] The book Schene Luchôth says that the soul of
righteous Abel passed into the body of Seth, and afterwards this
same soul passed into Moses; thus the law, which was known to
Adam and in which Abel had been instructed, was not new to Moses.
[145]
The Little Genesis says, that Seth was instructed by the angels in
what was to take place in the world; how its iniquity was to grow, and
a flood was to overwhelm it; and how the Messiah would come and
restore all things. Seth was remarkable for the majesty and beauty of
his appearance, as he had inherited much of the loveliness of
unfallen man. He married his sister Azur, or, according to others,
Noræa or Horæa. Suidas, under the heading ‘Σήδ,’ says: “Seth was
the son of Adam: of this it is said, the sons of God went in unto the
daughters of men; that is to say, the sons of Seth went in unto the
daughters of Cain. For in that age Seth was called God, because he
had discovered Hebrew letters, and the names of the stars; but
especially on account of his great piety, so that he was the first to
bear the name of God.”
Theodoret thus refers to the verse,—“And to Seth, to him also there
was born a son; and he called his name Enos: then began men to
call upon the name of the Lord,” or as our marginal reading is, “then
began men to call themselves by the name of the Lord.” “Aquila
interpreted it thus, ‘then Seth began to be called by the name of the
Lord.’ These words intimate his piety, which deserved that he should
receive the sacred name; and he was called God by his
acquaintance, and his children were termed the sons of God, just as
we are called Christians after Christ.”[146]
The origin of this tradition seems to be the fact that Seth was the
name of an ancient Egyptian deity, at first regarded as the giver of
light and civilization, but afterwards identified with Typhon by the
Egyptians, who considered Seth to be the chief god of the Hyksos or
shepherd kings; and in their hatred of these oppressors, the name of
Seth was everywhere obliterated on their monuments, and he was
regarded as one with the great adversary, Typhon; and was
represented as an ass, or with an ass’s head.[147]
Abulfaraj, in his history, says that Seth discovered letters, and that,
desirous to recover the Blessed Life, he and his sons went to Mount
Hermon, where they served God in piety and continence, and
associated not with the people of the land, nor took to themselves
wives; wherefore they were called the sons of God.[148]
Flavius Josephus relates that after the things that were to take place
had been revealed to Seth,—how the earth was to be destroyed, first
with water and then with fire,—lest those things which he had
discovered should perish from the memory of his posterity, he set up
two pillars, one of brick, the other of stone, and he wrote thereon all
the science he had acquired, hoping that, in the event of the brick
pillar perishing by the rain, the stone one would endure.[149]
Freculphus adds that Jubal assisted the sons of Seth in engraving
on the columns all that was known of the conduct and order of the
heavens, and all the arts then known.[150]
The stone pillar was to be seen, in the time of Josephus, in Syria.
Anastasius of Sinai says that, when God created Adam after His
image and likeness, He breathed into him grace, and illumination,
and a ray of the Holy Spirit. But when he sinned, this glory left him,
and his face became clouded. Then he became the father of Cain
and Abel. But afterwards it is said in Scripture, “He begat a son in his
own likeness, after his image; and called his name Seth;” which is
not said of Cain and Abel; and this means that Seth was begotten in
the likeness of unfallen man and after the image of Adam in
Paradise; and he called his name Seth, that is, by interpretation,
Resurrection, because in him he saw the resurrection of his departed
beauty, and wisdom, and glory, and radiance of the Holy Spirit. And
all those then living, when they saw how the face of Seth shone with
divine light, and heard him speak with divine wisdom, said, He is
God; therefore his sons were commonly called the sons of God.[151]
As Seth was an ancient Egyptian Sun-god, the origin of the myth of
his shining face can be ascertained without difficulty.
To Seth were attributed several apocryphal writings.
IX.
CAINAN SON OF ENOS.
“And Seth lived an hundred and five years, and begat Enos: and
Seth lived after he begat Enos eight hundred and seven years, and
begat sons and daughters: and all the days of Seth were nine
hundred and twelve years: and he died. And Enos lived ninety years,
and begat Cainan.”[152]
Alexander wrote many epistles to Aristotle, his preceptor, in which he
narrated what had befallen him in India. Amongst other things he
wrote: “After I had entered the Persian region, which is a province of
India, I arrived at some islands of the sea, and there I found men,
like women, who fed on raw fish, and spake a language very like
Greek; they said to me that there was in the island the sepulchre of a
most ancient king, who was called Cainan, son of Enos, and who
ruled the whole world, and taught men all kinds of knowledge, and
had demons and all kinds of evil spirits under his control. He, by his
wisdom, understood that the ever-blessed God would bring in a flood
in the times of Noah; wherefore he engraved all that was to take
place on stone tables, which exist there to this day, and are written in
Hebrew characters. He wrote therein that the ocean would, in that
age, overflow a third part of the world, which took place in the
lifetime of Enos, the son of Seth, who was the son of Adam, our first
parent.
“In the same island, Cainan built a most extensive city, surrounded
with walls; and a great marble citadel, in which he treasured jewels
and pearls, and gold and silver in great abundance.
“Moreover, he erected a tower, very lofty, over a sepulchre for
himself, to serve as his monument. This tower can be approached by
no man; for it was built by astronomical art under the seven planets,
and with magical skill, so that every one who draws near the wall is
struck down with sudden death.”[153]
X.
ENOCH.
1. THE TRANSLATION OF ENOCH.