Foundations of Marketing 7th edition by David Jobber,John Fahy 1526849003 9781526849007

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ISBN 10: 1526849003

ISBN 13: 9781526849007

Author:David Jobber,John Fahy

Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts. Discover: The growing importance of social marketing How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels The role of brand communities, peer-to-peer marketing and social influencers Both a Managerial and Consumer approach to marketing Key features: Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia. Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally. Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices. End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies’ marketing strategies. Each case study has dedicated questions to encourage critical thinking. Connect resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions.
John Fahy is Professor of Marketing at the University of Limerick, Ireland
David Jobber is Professor of Marketing at the University of Bradford School of Management, UK

Foundations of Marketing 7th Table of contents: 

Part 1. Strategic Marketing and Its Environment
Chapter 1. Customer-Driven Strategic Marketing
1-1. Defining Marketing
1-1a. Marketing Focuses on Customers
1-2. Marketing Deals with Products, Price, Distribution, and Promotion
1-2a. Product
1-2b. Price
1-2c. Distribution
1-2d. Promotion
1-3. Marketing Creates Value
1-3a. Marketing Builds Relationships with Customers and Other Stakeholders
1-4. Marketing Occurs in a Dynamic Environment
1-5. Understanding the Marketing Concept
1-5a. Evolution of the Marketing Concept
1-5b. Implementing the Marketing Concept
1-6. Customer Relationship Management
1-7. The Importance of Marketing in Our Global Economy
1-7a. Marketing Costs Consume a Sizable Portion of Buyers’ Dollars
1-7b. Marketing Is Used in Nonprofit Organizations
1-7c. Marketing Is Important to Businesses and the Economy
1-7d. Marketing Fuels Our Global Economy
1-7e. Marketing Knowledge Enhances Consumer Awareness
1-7f. Marketing Connects People through Technology
1-7g. Socially Responsible Marketing: Promoting the Welfare of Customers and Stakeholders
1-7h. Marketing Offers Many Exciting Career Prospects
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 1. Cruising to Success: The Tale of New Belgium Brewing
Chapter 2. Planning, Implementing, and Evaluating Marketing Strategies
2-1. The Strategic Planning Process
2-1a. Establishing Organizational Mission Statements and Goals
2-1b. Developing Corporate and Business-Unit Strategies
2-1c. Assessing Organizational Resources and Opportunities
2-1d. Developing Marketing Objectives and Marketing Strategies
2-2. Managing Marketing Implementation
2-2a. Organizing the Marketing Unit
2-2b. Motivating Marketing Personnel
2-2c. Communicating within the Marketing Unit
2-2d. Coordinating Marketing Activities
2-2e. Establishing a Timetable for Implementation
2-3. Evaluating Marketing Strategies
2-3a. Establishing Performance Standards
2-3b. Analyzing Actual Performance
2-3c. Comparing Actual Performance with Performance Standards and Making Changes, if Needed
2-4. Creating the Marketing Plan
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 2. Mi Ola Rides the Marketing Wave
Chapter 3. The Marketing Environment, Social Responsibility, and Ethics
3-1. The Marketing Environment
3-1a. Responding to the Marketing Environment
3-2. Competitive Forces
3-3. Economic Forces
3-3a. Buying Power and Willingness to Spend
3-3b. Economic Conditions
3-4. Political Forces
3-5. Legal and Regulatory Forces
3-5a. Regulatory Agencies
3-5b. Self-Regulation
3-6. Technological Forces
3-7. Sociocultural Forces
3-8. Social Responsibility and Ethics in Marketing
3-8a. Economic Dimension
3-8b. Legal Dimension
3-8c. Ethical Dimension
3-8d. Philanthropic Dimension
3-9. Incorporating Social Responsibility and Ethics into Strategic Planning
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 3. TOMS Expands One for One® Model to Eyewear
Part 2. Marketing Research and Target Markets
Chapter 4. Marketing Research and Information Systems
4-1. The Importance of Marketing Research
4-2. Types of Research
4-2a. Exploratory Research
4-2b. Conclusive Research
4-3. The Marketing Research Process
4-3a. Locating and Defining Problems or Research Issues
4-3b. Designing the Research Project
4-3c. Collecting Data
4-3d. Interpreting Research Findings
4-3e. Reporting Research Findings
4-4. Using Technology to Improve Marketing Information Gathering and Analysis
4-4a. Marketing Information Systems
4-4b. Databases
4-4c. Big Data
4-4d. Marketing Analytics
4-4e. Marketing Decision Support Systems
4-5. Issues in Marketing Research
4-5a. The Importance of Ethical Marketing Research
4-5b. International Issues in Marketing Research
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 4. Marketing Research Reveals Marketing Opportunities in the Baby Boomer Generation
Chapter 5. Target Markets: Segmentation and Evaluation
5-1. What Are Markets?
5-2. Target Market Selection Process
5-3. Step 1: Identify the Appropriate Targeting Strategy
5-3a. Undifferentiated Targeting Strategy
5-3b. Concentrated Targeting Strategy through Market Segmentation
5-3c. Differentiated Targeting Strategy through Market Segmentation
5-4. Step 2: Determine which Segmentation Variables to Use
5-4a. Variables for Segmenting Consumer Markets
5-4b. Variables for Segmenting Business Markets
5-5. Step 3: Develop Market Segment Profiles
5-6. Step 4: Evaluate Relevant Market Segments
5-6a. Sales Estimates
5-6b. Competitive Assessment
5-6c. Cost Estimates
5-7. Step 5: Select Specific Target Markets
5-8. Developing Sales Forecasts
5-8a. Executive Judgment
5-8b. Surveys
5-8c. Time Series Analysis
5-8d. Regression Analysis
5-8e. Market Tests
5-8f. Using Multiple Forecasting Methods
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 5. Mike Boyle Wants Customers who Want to Train
Part 3. Customer Behavior and E-Marketing
Chapter 6. Consumer Buying Behavior
6-1. Consumer Buying Decision Process
6-1a. Problem Recognition
6-1b. Information Search
6-1c. Evaluation of Alternatives
6-1d. Purchase
6-1e. Postpurchase Evaluation
6-2. Types of Consumer Decision Making and Level of Involvement
6-3. Situational Influences on the Buying Decision Process
6-4. Psychological Influences on the Buying Decision Process
6-4a. Perception
6-4b. Motives
6-4c. Learning
6-4d. Attitudes
6-4e. Personality and Self-Concept
6-4f. Lifestyles
6-5. Social Influences on the Buying Decision Process
6-5a. Roles
6-5b. Family Influences
6-5c. Reference Groups
6-5d. Opinion Leaders
6-5e. Social Classes
6-5f. Culture and Subcultures
6-6. Consumer Misbehavior
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 6. Starbucks Refines the Customer Experience
Chapter 7. Business Markets and Buying Behavior
7-1. Business Markets
7-1a. Producer Markets
7-1b. Reseller Markets
7-1c. Government Markets
7-1d. Institutional Markets
7-2. Dimensions of Business Customers and Business Transactions
7-2a. Characteristics of Transactions with Business Customers
7-2b. Attributes of Business Customers
7-2c. Primary Concerns of Business Customers
7-2d. Methods of Business Buying
7-2e. Types of Business Purchases
7-3. Demand for Business Products
7-3a. Derived Demand
7-3b. Inelastic Demand
7-3c. Joint Demand
7-3d. Fluctuating Demand
7-4. Business Buying Decisions
7-4a. The Buying Center
7-4b. Stages of the Business Buying Decision Process
7-4c. Influences on the Business Buying Decision Process
7-5. Industrial Classification Systems
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 7. Dale Carnegie Focuses on Business Customers
Chapter 8. Reaching Global Markets
8-1. The Nature of Global Marketing Strategy
8-2. Environmental Forces in Global Markets
8-2a. Sociocultural Forces
8-2b. Economic Forces
8-2c. Political, Legal, and Regulatory Forces
8-2d. Ethical and Social Responsibility Forces
8-2e. Competitive Forces
8-2f. Technological Forces
8-3. Regional Trade Alliances, Markets, and Agreements
8-3a. The North American Free Trade Agreement (NAFTA)
8-3b. The European Union (EU)
8-3c. The Southern Common Market (MERCOSUR)
8-3d. The Asia-Pacific Economic Cooperation (APEC)
8-3e. Association of Southeast Asian Nations (ASEAN)
8-3f. The World Trade Organization (WTO)
8-4. Modes of Entry into International Markets
8-4a. Importing and Exporting
8-4b. Licensing and Franchising
8-4c. Contract Manufacturing
8-4d. Joint Ventures
8-4e. Direct Ownership
8-5. Customization versus Globalization of International Marketing Mixes
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 8. Evo: The Challenge of Going Global
Chapter 9. Digital Marketing and Social Networking
9-1. Defining Digital Marketing
9-2. Growth and Benefits of Digital Marketing
9-3. Types of Consumer-Generated Marketing and Digital Media
9-3a. Social Networks
9-3b. Blogs and Wikis
9-3c. Media-Sharing Sites
9-3d. Virtual Sites
9-3e. Mobile Devices
9-3f. Applications and Widgets
9-4. Changing Digital Media Behaviors of Consumers
9-4a. Online Consumer Behavior
9-5. E-Marketing Strategy
9-5a. Product Considerations
9-5b. Pricing Considerations
9-5c. Distribution Considerations
9-5d. Promotion Considerations
9-6. Ethical and Legal Issues
9-6a. Privacy
9-6b. Online Fraud
9-6c. Intellectual Property and Illegal Activity
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 9. Zappos Drives Sales through Relationship Building on Social Media
Part 4. Product and Price Decisions
Chapter 10. Product, Branding, and Packaging Concepts
10-1. What Is a Product?
10-2. Classifying Products
10-2a. Consumer Products
10-2b. Business Products
10-3. Product Line and Product Mix
10-4. Product Life Cycles and Marketing Strategies
10-4a. Introduction
10-4b. Growth
10-4c. Maturity
10-4d. Decline
10-5. Product Adoption Process
10-6. Branding
10-6a. Value of Branding
10-6b. Brand Equity
10-6c. Types of Brands
10-6d. Selecting a Brand Name
10-6e. Protecting a Brand
10-6f. Branding Policies
10-6g. Brand Extensions
10-6h. Co-Branding
10-6i. Brand Licensing
10-7. Packaging
10-7a. Packaging Functions
10-7b. Packaging and Marketing Strategy
10-8. Labeling
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 10. GaGa: Not Just a Lady
Chapter 11. Developing and Managing Goods and Services
11-1. Managing Existing Products
11-1a. Line Extensions
11-1b. Product Modifications
11-2. Developing New Products
11-2a. Idea Generation
11-2b. Screening
11-2c. Concept Testing
11-2d. Business Analysis
11-2e. Product Development
11-2f. Test Marketing
11-2g. Commercialization
11-3. Product Differentiation through Quality, Design, and Support Services
11-3a. Product Quality
11-3b. Product Design and Features
11-3c. Product Support Services
11-4. Product Positioning and Repositioning
11-4a. Perceptual Mapping
11-4b. Bases for Positioning
11-4c. Repositioning
11-5. Product Deletion
11-6. Managing Services
11-6a. Nature and Importance of Services
11-6b. Characteristics of Services
11-6c. Developing and Managing Marketing Mixes for Services
11-6d. Development of Services
11-6e. Pricing of Services
11-6f. Distribution of Services
11-6g. Promotion of Services
11-7. Organizing to Develop and Manage Products
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 11. Do AXE Products Make Men More Desirable?
Chapter 12. Pricing Concepts and Management
12-1. Development of Pricing Objectives
12-1a. Survival
12-1b. Profit
12-1c. Return on Investment
12-1d. Market Share
12-1e. Cash Flow
12-1f. Status Quo
12-1g. Product Quality
12-2. Assessment of the Target Market’s Evaluation of Price
12-3. Analysis of Demand
12-3a. Demand Curves
12-3b. Demand Fluctuations
12-3c. Assessing Price Elasticity of Demand
12-4. Demand, Cost, and Profit Relationships
12-4a. Marginal Analysis
12-4b. Break-Even Analysis
12-5. Evaluation of Competitors’ Prices
12-6. Selection of a Basis for Pricing
12-6a. Cost-Based Pricing
12-6b. Demand-Based Pricing
12-6c. Competition-Based Pricing
12-7. Selection of a Pricing Strategy
12-7a. New-Product Pricing
12-7b. Differential Pricing
12-7c. Psychological Pricing
12-7d. Product-Line Pricing
12-7e. Promotional Pricing
12-8. Determination of a Specific Price
12-9. Pricing for Business Markets
12-9a. Geographic Pricing
12-9b. Transfer Pricing
12-9c. Discounting
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 12. Pricing at the Farmer’s Market
Part 5. Distribution Decisions
Chapter 13. Marketing Channels and Supply-Chain Management
13-1. Foundations of the Supply Chain
13-2. The Role of Marketing Channels in Supply Chains
13-2a. The Significance of Marketing Channels
13-2b. Types of Marketing Channels
13-2c. Selecting Marketing Channels
13-3. Intensity of Market Coverage
13-3a. Intensive Distribution
13-3b. Selective Distribution
13-3c. Exclusive Distribution
13-4. Strategic Issues in Marketing Channels
13-4a. Competitive Priorities in Marketing Channels
13-4b. Channel Leadership, Cooperation, and Conflict
13-4c. Channel Integration
13-5. Physical Distribution in Supply-Chain Management
13-5a. Order Processing
13-5b. Inventory Management
13-5c. Materials Handling
13-5d. Warehousing
13-5e. Transportation
13-6. Legal Issues in Channel Management
13-6a. Dual Distribution
13-6b. Restricted Sales Territories
13-6c. Tying Agreements
13-6d. Exclusive Dealing
13-6e. Refusal to Deal
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 13. Taza Cultivates Channel Relationships with Chocolate
Chapter 14. Retailing, Direct Marketing, and Wholesaling
14-1. Retailing
14-2. Major Types of Retail Stores
14-2a. General-Merchandise Retailers
14-2b. Specialty Retailers
14-3. Strategic Issues in Retailing
14-3a. Location of Retail Stores
14-3b. Retail Positioning
14-3c. Store Image
14-3d. Category Management
14-4. Direct Marketing, Direct Selling, and Vending
14-4a. Direct Marketing
14-4b. Direct Selling
14-4c. Automatic Vending
14-5. Franchising
14-6. Wholesaling
14-6a. Services provided by Wholesalers
14-6b. Types of Wholesalers
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 14. L.L.Bean: Open 24/7, Click or Brick
Part 6. Promotion Decisions
Chapter 15. Integrated Marketing Communications
15-1. The Nature of Integrated Marketing Communications
15-2. The Communication Process
15-3. The Role and Objectives of Promotion
15-3a. Create Awareness
15-3b. Stimulate Demand
15-3c. Encourage Product Trial
15-3d. Identify Prospects
15-3e. Retain Loyal Customers
15-3f. Facilitate Reseller Support
15-3g. Combat Competitive Promotional Efforts
15-3h. Reduce Sales Fluctuations
15-4. The Promotion Mix
15-4a. Advertising
15-4b. Personal Selling
15-4c. Public Relations
15-4d. Sales Promotion
15-5. Selecting Promotion Mix Elements
15-5a. Promotional Resources, Objectives, and Policies
15-5b. Characteristics of the Target Market
15-5c. Characteristics of the Product
15-5d. Costs and Availability of Promotional Methods
15-5e. Push and Pull Channel Policies
15-6. The Growing Importance of Word-of-Mouth Communications
15-7. Product Placement
15-8. Criticisms and Defenses of Promotion
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 15. Frank Pepe’s Pizzeria Napoletana Uses Positive Word of Mouth to Become a Premiere Pizzeria
Chapter 16. Advertising and Public Relations
16-1. The Nature and Types of Advertising
16-2. Developing an Advertising Campaign
16-2a. Identifying and Analyzing the Target Audience
16-2b. Defining the Advertising Objectives
16-2c. Creating the Advertising Platform
16-2d. Determining the Advertising Appropriation
16-2e. Developing the Media Plan
16-2f. Creating the Advertising Message
16-2g. Executing the Campaign
16-2h. Evaluating Advertising Effectiveness
16-3. Who Develops the Advertising Campaign?
16-4. Public Relations Tools
16-4a. Public Relations Tools
16-5. Evaluating Public Relations Effectiveness
16-5a. Dealing with Unfavorable Public Relations
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 16. Scripps Networks Interactive: An Expert at Connecting Advertisers with Programming
Chapter 17. Personal Selling and Sales Promotion
17-1. The Nature of Personal Selling
17-2. Steps of the Personal Selling Process
17-2a. Prospecting
17-2b. Preapproach
17-2c. Approach
17-2d. Making the Presentation
17-2e. Overcoming Objections
17-2f. Closing the Sale
17-2g. Following Up
17-3. Types of Salespeople
17-3a. Sales Structure
17-3b. Support Personnel
17-4. Team and Relationship Selling
17-4a. Team Selling
17-4b. Relationship Selling
17-5. Managing the Sales Force
17-5a. Establishing Sales Force Objectives
17-5b. Determining Sales Force Size
17-5c. Recruiting and Selecting Salespeople
17-5d. Training Sales Personnel
17-5e. Compensating Salespeople
17-5f. Motivating Salespeople
17-5g. Managing Sales Territories
17-5h. Controlling and Evaluating Sales Force Performance
17-6. The Nature of Sales Promotion
17-7. Consumer Sales Promotion Methods
17-7a. Coupons and Cents-Off Offers
17-7b. Money Refunds and Rebates
17-7c. Shopper, Loyalty, and Frequent-User Incentives
17-7d. Point-of-Purchase Materials and Demonstrations
17-7e. Free Samples and Premiums
17-7f. Consumer Contests, Consumer Games, and Sweepstakes
17-8. Trade Sales Promotion Methods
17-8a. Trade Allowances
17-8b. Cooperative Advertising and Dealer Listings
17-8c. Free Merchandise and Gifts
17-8d. Premium Money
17-8e. Sales Contest
Chapter Review
Key Concepts
Issues for Discussion and Review
Developing Your Marketing Plan
Video Case 17. Nederlander Organization Rewards the Audience

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