Basic Marketing: A Global Managerial Approach

1 Perreault McCarthy: Basic Front Matter Preface The McGraw Hill Marketing: A Companies, 2002. Global Managerial Approach , 14/e Preface Basic Marketing Is Designed to text's four Ps framework, Managerial orientation, and Satisfy Your Needs strategy planning focus have proved to be foundation pil- lars that are remarkably robust for supporting new This book is about marketing and marketing strategy developments in the eld and innovations in the text and planning. And, at its essence, marketing strategy plan- package. Thus, with each new edition of Basic Marketing ning is about guring out how to do a superior job of we have continued to innovate to better meet the needs satisfying customers.

2 We take that point of view seri- of students and faculty. In fact, we have made ongoing ously and believe in practicing what we preach. So you changes in how we develop the logic of the four Ps and can trust that this new edition of Basic Marketing and the marketing strategy planning process. As always, all of the other teaching and learning materials that ac- though, our objective is to provide a exible, high-quality company it will satisfy your needs. We're excited text and choices from comprehensive and reliable support about this edition of Basic Marketing, and we hope that materials so that instructors and students can accom- you will be as well. plish their learning objectives.

3 For example, included In developing this edition we've made hundreds of with the other innovations for this new edition are big and small additions, changes, and improvements in Integrated coverage, throughout the text, of the the text and all of the supporting materials that accom- signi cant impacts that e-commerce, the Internet, pany it. We'll highlight some of those changes in this and related information technologies are having preface, but rst it's useful to put this newest edition in a on marketing. longer-term perspective. A complete revision of the Student CD-ROM to Accompany Basic Marketing that comes with the Building on Pioneering Strengths text, with a new interface that integrates the rich variety of multimedia learning resources it includes.

4 Basic Marketing pioneered an innovative structure . using the four Ps with a Managerial Approach for the A completely new and expanded archive of introductory marketing course. It quickly became one of PowerPoint electronic lecture-support slides, with the most widely used business textbooks ever published links to full-motion videos, ads, and photos, to because it organized the best ideas about marketing so provide instructors with exible support for lec- that readers could both understand and apply them. The tures and presentations. unifying focus of these ideas was on how to make the The Instructor CD-ROM to Accompany Basic Mar- marketing decisions that a manager must make in decid- keting that provides Windows software and all of ing what customers to focus on and how best to meet the text's teaching support materials in easy-to- their needs.

5 Use electronic form. Over many editions of Basic Marketing there has been A sharper focus, throughout the text, on how the constant change in marketing management and the strategy planning process should lead to decisions marketing environment. Some of the changes have been about a target market and marketing mix that rep- dramatic, and others have been subtle. As a result, we resents the best opportunity and competitive have made ongoing changes to the text to re ect mar- advantage for the rm and superior value for keting's best practices and ideas. Throughout all of these consumers. changes, Basic Marketing and the supporting materials Interesting new video cases and teaching videos that accompany it have been more widely used than any focused on current marketing issues.

6 Other teaching materials for introductory marketing. It is High-involvement Internet exercises integrated gratifying that the four Ps has proved to be an organizing throughout each chapter of the text. structure that has worked well for millions of students and teachers. We Believe in Continuous Continuous Innovation Quality Improvement and Improvement McCarthy pioneered Basic Marketing and worked on The success of Basic Marketing is not the result of a sin- the text without a coauthor for seven editions. Twenty gle strength or one long-lasting innovation. Rather, the years ago Perreault joined the team. We formed our vi Perreault McCarthy: Basic Front Matter Preface The McGraw Hill Marketing: A Companies, 2002.

7 Global Managerial Approach , 14/e Preface vii partnership with a shared commitment to ongoing im- all of the supporting materials have been critically re- provements, and we're both proud that we were vised, updated, and rewritten. As in past editions, clear implementing continuous quality improvements in and interesting communication has been a priority. Basic preparing Basic Marketing long before the idea became Marketing is designed to make it easy, interesting, and popular in the world of business. We work to be creative fast for students to grasp the key concepts of marketing. in our coverage and approaches because creativity is at Careful explanations provide a crisp focus on the impor- the heart of the marketing spirit.

8 The most creative tant basics of marketing strategy planning. At the teaching innovations are ones that meet students' needs same time, we have thoroughly and instructors' objectives. That's also why our rst pri- Researched and incorporated new concepts. ority has always been, and always will be, producing quality materials that really work well for students and Integrated hundreds of new examples that bring teachers. Students take the rst marketing course only the concepts alive. once. It is an investment and opportunity from which Illustrated marketing ideas and best practices in there should be a solid return. So we take it as a serious a rich variety of contexts. personal responsibility to support that investment with We have deliberately used marketing examples from a materials that are interesting and motivating and that host of different contexts.

9 Examples span organizations really build the skills and ideas that students need in that have moved to e-commerce and those that have their lives and careers. found other ways to innovate, pro t and nonpro t organi- Our belief that attention to continuous quality im- zations, large and small rms, domestic and international provement in every aspect of the text and support settings, purchases by organizations as well as by nal con- materials does make a difference is consistently reaf rmed sumers, services and ideas or causes as well as physical by the enthusiastic response of students and teachers goods, and established products as well as new technolo- alike to each new edition.

10 Gies because this variety reinforces the point that effective marketing is critical to all organizations. Leading Technology Innovations for Teaching and Learning Clear Focus on Changes in Today's Dynamic Markets It has always been our belief that it is our responsibil- ity to lead the marketing discipline in developing new, This edition focuses special attention on changes tak- breakthrough approaches for teaching and learning in ing place in today's dynamic markets. Throughout every the rst marketing course. Our constant thrust has been chapter of the text we have integrated discussion and ex- to use technology to provide better and easier options for amples of teaching and richer and more interesting approaches for learning.