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Core Concepts of Marketing


This book is licensed under a Creative Commons Attribution 3.0 License

Core Concepts of


John Burnett

Copyright © 2008 by John Burnett

For any questions about this text, please email:

The Global Text Project is funded by the Jacobs Foundation, Zurich, Switzerland.


his book is licensed under a C

reative Commons Attribution 3.0 License

This edition was scanned and converted to text using Optical Character Recognition. We are in the process of converting this edition into the Global Text Project standard format. When this is complete, a new edition will be posted on the Global Text Project website and will be available in a variety of formats upon request.

Core concepts of marketing


A Global Text




Through good economic times and bad, marketing remains the pivotal function in any busi-

ness. Determining and satisfying the needs of customers through products that have value

and accessibility and whose features are clearly communicated is the general purpose of

any business. It is also a fundamental definition of marketing. This text introduces students

to the marketing strategies and tools that practitioners use to market their products.


To emphasize how various marketii1g areas work together to create a cohesive strategy, I

define and explain the various marketing areas and their comparative strengths and weak-

nesses, as well as stress how to best "mix" marketing tools in a strategic, integrated plan.

The book begins with a discussion of the marketing planning process, continues with a dis-

cussion of the preliminary tasks of developing the plan, and concludes witb the tactics avail-

able to the marketing planner. This complete coverage ensures that students will learn how

to plan, execute, and evaluate a marketing program that is effective and efficient from start

to finish .


Introducing Marketing recognizes the impact of the global community on marketing prac-

tices. International implications are discussed in Chapter 6 and are also integrated into the

text through relevant examples.

Technology is altering many marketing practices. The World Wide Web. databases,

tracking devices, and market simulations are only a few examples of the ways technology

has affected marketing strategies. Technology coverage is woven throughout the text, fea-

tures, and end-of-chapter materials of this book. (Note that because technology is chang-

ing so rapidly, it is virtually impossible for a text such as this to remain absolutely current.) CURRENT EXAMPLES FROM A LL


This book demonstrates how companies use marketing. Specific examples appear not only

in text discussions, but also in the chapter openers, the Integrated Marketing and Newsline

boxes, and the end of chapter cases. Examples and stories bring theory to life, demonstrating

the relevance of the reaaing. The example subjects are vivid, current, and varied. They range

from Fortune 500 companies to smaller, privately held businesses. The text also focuses on

international companies of all sizes.







Learning is not always about success stories. Diagnosing problems and failures is an

important aspect of critical thinking, and examples of such are introduced to challenge s t u

dents to learn from others' mistakes and better manage real-world problems.


Time is a precious commodity to instructors and students. Market feedback revealed that

instructors want an introductory marketing text that (1) covers the basics well and (2) omits

unnecessary detail. Careful seleCtion of topics, appropriate depth of coverage, and concise

writing helpcd us meet those two objectives. Instead of the typical 20-25 chapters, this text

offers 10 chapters of manageable length.


We introduce several features to reinforce learning and help students build business skills

that they can use on tne job. Our comprenensive learning system enables students to mas-

ter materials quickly and thoroughly. Some features of that system include opening vignettes,

performance-basec learning objectives, concept reviews, Integrated Marketing boxes,

Newsline boxes, end-of-chapter

and end-of chapter cases.


The Instructor's Manual with Test Questions provides helpful teaching ideas, advice

on course development, sample assignments and chapter-by-chapter text highlights,

learning objectives, lecture outlines, class exercises and more. This manual also

includes multiple choice, true/false, and short answer text questions for each chapter.

• PowerPoint Presentations are available for download via the text web site

( These slides contain lecture outlines for each chap-

ter of the text.

• A computerized version of the Test Bank is available to instructors for customiza-

tion of their exams.

• Additional online resources are available to instructors via the text web site. These

resources include: In Practice

for each chapter, which relate directly to

the Wall Street ,Journal articles on-line; an interactive Study Guide; interactive web-

based cases; on-line chapter summaries; a Reading Room containing on-line arti-

cles from the Wall Street Journal, which correlate with key concepts and topics within

eacJl chapter of the text; and more.


introducing Marketing, First Edition benefits from insights provided from marketing educators around the country that carefully read and critiqued draft chapters. I am pleased to

express my appreciation to the following colleagues for their contributions: