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(BQ) Part 1 book “Marketing - Real people, real choices” has contents: Welcome to the world of marke ting - create and deliver value; global, ethical, and sustainable marketing; strategic market planning; market research,… and other contents.
www.downloadslide.com • Ninth Edition Real People, Real Choices Michael R Solomon @ Pearson I Greg W Marshall I Elnora W Stuart www.downloadslide.com • Real People, Real Choices Ninth Edition www.downloadslide.com Note from the uploader: This book is too expensive for most people and it is too new (As 1/21/18) to be found anywhere If you want to find books like this in the future you can follow these instructions Stuff you need: Amazon account, Kindle for PC, money that you will get refunded, greenshot screenshot manager 1) Find the ebook version on amazon 2) Rent to Kindle PC 3) Install greenshot and capture the portion of the screen which the book is in a Make sure to select a key combination that is easy to press so that you can just hit next page followed by the screenshot command Example: I use ctrl + space to activate taking a screenshot of the page portion 4) Ideally, export to a tiff file (Change greenshot settings) 5) Combine files using a pdf program I use acrobat but that’s a pirated program so idk what else out there a If you don’t have a program, after step 4, install something like winrar or zip (free) to keep all the files neatly in one place 6) MOST IMPORTANT: Refund Amazon purchase a This should all be done within 12 hours of buying the ebook from amazon b Don’t abuse the refund thing too much because they might catch up to you and ban your account or something idk I’m a broke college kid and I’m just trying to help the rest of you broke fools out Enjoy the book I might this more often cuz I ain’t trying to drop gs I can’t afford to be droppin right now -The Nigga Anish Fly Woopin in the Bity www.downloadslide.com This page intentionally left blank www.downloadslide.com • Real People, Real Choices Ninth Edition Michael R SOLOMON SAINT JOSEPH'S UNIVERSITY Greg W MARSHALL ROLLINS COLLEGE Elnora W STUART UNIVERSITY OF SOUTH CAROLINA UPSTATE www.downloadslide.com Vice President, Business Publishing: Donna Battista Director of Portfolio Management: Stephanie WaU Portfolio Manager: Emily Tamburri Editorial Assistant Eric Santucci Vice Pres ident, Product Marketing: Roxanne McCarley Director of Strategic Marketing: Brad Parkins Strategic Marketing Manager: Deborah Strickland Product Marketer: Becky Brown Field Marketing Manager: Lenny Ann Kucenski Product Marketing Assis tant Jessica Quazza Vice President, Production and Digital Studio, Arts and Business: Etain O'Oea Director of Production, Business: Je.ff Holcomb Managing Producer, Business: Ashley Santora Content Producer: Oaudia Fernandes Operations Specialist: Carol Melville Creative Diredor: Blair Bro\vn Manager, Leaming Tools: Brian Surette Content Developer, Learning Tools: Sarah Peterson Managing Producer, Digital Studio, Arts and Business: Diane Lo mbardo Digital Studio Producer: Monique Lawrence Digital Studio Producer: Alana Coles Full-Service Project Management and Composition: lntegra Software Services Pvt Ltd Interior and Cover Des igner: lntegra Software Services Pvt Ltd Cover Art: zentilia/ShutterStock Printer/Binder: RR Donnelley /Crawfordsville Cover Printer: Phoenix Color/Hagerstown Copyright © 2018, 2016, 2012 by Pearson Education, Inc or its affilia tes AU Rights Reserved Manufactured in the United States of America Th.is publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form o r by any means, electronic, mechanical, photocopying, recording, or otherwise For information regarding permissions, request for ms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit www pearsoned.com/ permissions/ Acknowledgments of third-party content appear on the appropriate page within the text PEARSON and ALWAYS LEARN[NG are exclusive trademarks owned by Pearson Education, Inc or its affiliates in the U.S and/or other countries Unless othenvise incticated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only Such references are not intended to imply any sponsorship, endorsement, a uthorization, or promotion of Pearson's products by the ovmers of such mar ks, or any relationship between the owner and Pearson Education, lnc., or its affiliates, authors., licensees., or distributors Library of Congress Cataloging-in-Publication D ata Names: Solomon, Michael R., author ) Marshall, Greg W., author S tuart, Elnora W., author Title: Marketing: real people, real choices / Michael R Solomon, Greg W Marshall, Elnora W Stuart Description: Ninth edition ) Hoboken, NJ : Pearson, (2018] Identifiers: LCCN 2016034398 I ISBN 9780134292663 I lSBN 0134292669 Subjects: LCSH : Marketing- Vocational guidance Classification: LCC HF5415.35 S65 2018 I DOC 658.8-ic-doll Choose a Targeting Strategy 218 www.downloadslide.com PART TWO I DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT collectors must decide whether there ate enough hardd in Mandarin Chinese • Cau the marUter adequately se~ Jhe tieeds of the segmeut? Does the firm have the expertise and resources to satisfy the segment better than the competition? Some years ago, consumcr products manufacturer Wamcr•l.am.bert (now a part o( Pfizer) made the mistake of trying to enter the pastry business by purchasing Entenmann's Bakery Entcnmann's sells high-end boxed cakes, cookies, pastries, and pies in super• markets Unfortunately, Wamer-,lambert's expertise a t selling Listerine mouthwash and lrident gum did not transfer to baked goods, and it soon lost a lot of "dough" on the deal Phase 2: Develop Segment Profiles segment profile A descripcnt of the marketing mix: produc~ price, physical distribution, and pro.motion The sum of these individual marketing mix s trate• gics results in the overaU position.ing strategy for your offering Step 4: Evaluate Responses and Modify as Needed In the fourth and finaJ stage, marketers evaluate the tacgct market's responses so they can modify strategics if necessary Ovr time, the firm may Find that it needs to change wNch segment,; it targets or even alter a product's position to respond to marketplace changes Consider Utis das• sic example: Both TCI Fridays and Jack Daniel's an, vc.nerablc brands in St '}larate market spaces But like peanut butter and chocolate in the case of a Reese's peanut butter cup, Fridays and Jack Daniel's partnered to create a set of new menu items like the Jack Da.n.iel's{b Burger which repositioned TGIF fro,n •your father's restaurant" to a hipper place for the younger ur• ban crowd A change in positioning strategy is reposit io ning_, and it's fairly common to sec a company try to modify its brand image to kec-p up with changing Hmes Take as an example Charles Schwab, which used to be pegged primarily as a sc.lf-se.rvice stock brokerage Competition in the budget broker business, especially from online brokers, prompted Sch,,.•ab's repositioning to a full•linc, full•servicc hJ,ancial services firm that still pays attention to frugal prices for its services Think of it this way: Tiie.rc's not much value Schwab can add as one of a dozen or more onJine providers o( stock trad~ ln that environment, customers simply will view the firm as a commodity (i.e., just a way to buy stocks) with no real clifforcntiation Schwab still has its no-frills products, but the real growth in sales and profits comes from its expanded product lines and provis.ion of more information-both onlinc and through personal sell• ing- that warrant higher foes and build deeper customer relationships Repositioning also occutS when a marketer revises a brand thought to be inextricably past its prime Sometimes these products rise Like a phoenix from the ashes to ride a wave of nostalgia and return to the marketplace as retro brands-venerable: brands like Oxydol laundry detergent, Breck Shampoo, Ovaltinc cereal, Frontier airlines, and Tab cola a.LI are examples of brands that were nearly forgotten but got a new lease on Hfe.55 Three guys buLlt a powerful community through Faccbook called the SURGE Movement to bring back the carbonated beverage that had some repositioning Redoing a pradua's position to respond to marketplace changes retro brands A once-popular brand that has been revived to experience a popularity comeback, often by riding a w;r,e of nostalgia The Solle Beverage Company srarted in Miami's South Beach (heoce the name ·So-Be') in 1996 when the fotn:iers saw a lizard on the art deco l~de ol lhe Abbey Hotel, aro the resl is listory SoBe has maslertully executed 1he process ol ""1T1enlation, large! marketing and positi:Jniog )(lU've read alxJut in this chapter and today boasts an amazing brand and product line that appeals to a definitive set of demographic/ps\dlographic largets 224 www.downloadslide.com PART TWO I DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT popularity in the 1990s but had been out of production for over a decade The group amassed a large foUowing of active supporters (more than 300,CJOO people support the Facebook Cause page) and worked fervently to let the Coca.Cola Company, the creators of SURGE, know about their love for the product The SURGE Movement's efforts ulti• mately were successful and now the three founders of the movement are working hard to make sure the c.ffott doesn' t lose any steam and that SURGE tcmains a viable product into the fututc.56 Bring a Product to Life: Brand Personality brand personality A dist~tive ima~ that captures a good'sor service's character and benefits ln a way, brands arc like people: We often describe thc.m in terms of personality traits We may use adjecth1es such as clu.'tlp, tlegaul, sexy, or cool when we talk about a s tore, a per-fume, or a car That's why a positioning strategy often tries to create a brand personality for a good or service-a distinctive image that captures its character and bc.ncfits An ad· vertisement for Elle, an amazingly chic fashion magazine for women, proclaimed, 1'She is not a reply card She is not a category She is not shrink•wrappcd Elle is not a magazine She is a woman , One o( the more c-ffoctive ways to give a brand a personality in the minds of con.sum• ers is to engage in deliberate marketing actions that make the brand seem more human brand a nthropomorphism The as.sig001ent of hwnan charaaeristics and qualities to a traod perceptual map A tedm""e to visually describe where brands are '"located" in coosumers' minds reiative to co~ting b