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Marketing: The Core

6th Edition
1260326942 · 9781260326949
Kerin Marketing: The Core, provides students and instructors with a fresh and exciting introduction to marketing in its popular magazine-style format. The sixth Canadian edition of Marketing: The Core reflects new marketing reality with its standard … Read More
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PART 1 Understanding Marketing
Chapter 1 Marketing Fundamentals
Chapter 2 The Marketing Environment

PART 2 Understanding Markets and Their Behaviour
Chapter 3 Consumer Behaviour
Chapter 4 Market Research
Chapter 5 B2B Marketing
Chapter 6 Segmentation, Targeting, and Positioning

PART 3 Designing Marketing Strategies and Marketing Mix Elements
Chapter 7 Products and Brands
Chapter 8 New Product Development
Chapter 9 Pricing
Chapter 10 Marketing Channels and Supply Chain
Chapter 11 Retailing and Wholesaling

PART 4 Focusing on New and Evolving Areas
Chapter 12 Outbound Marketing Communications
Chapter 13 Inbound Marketing Communications
Chapter 14 Customer Relationship Management

PART 5 Putting It All Together
Chapter 15 Marketing and Strategic Planning

Appendix A Creating an Effective Marketing Plan
Glossary
Chapter Sources
Chapter Notes
Name Index
Company/Product Index
Subject Index
Kerin Marketing: The Core, provides students and instructors with a fresh and exciting introduction to marketing in its popular magazine-style format. The sixth Canadian edition of Marketing: The Core reflects new marketing reality with its standard features as well as new elements and content that are designed to engage. Marketing: The Core is designed so that students learn and enjoy learning about marketing. It is current. It is real. It reflects marketing in Canada.
NEW SMARTBOOK 2.0. Connect's SmartBook 2.0 provides more personalization, productivity and accessibility to improve the teaching and learning experience for both instructors and students.%%% With an increased granularity in the SmartBook 2.0 assignments, instructors now have greater ability to control the level, depth, and type of assignments based on their course syllabus. Students can focus on content areas that they struggle with and need more attention on based on the improved Student Recharge experience in SmartBook 2.0. Available on mobile smart devices - with both online and offline access, Connect's SmartBook 2.0 enables students to study anywhere and anytime.
Chapter features and outlines: Each chapter opens with these elements to highlight newsy features within the chapter and create a path that guides readers through the chapter and its content.
New chapter-opening vignettes: The popular chapter-opening vignettes return with new content that provides a glimpse into real marketing situations, with advice from senior business professionals in Canada. The discussions centre on many exciting brands that will be familiar to students, such as New Era, Toronto Raptors, WestJet, Canada Post, and Hillberg Berk, as well as many other stellar brands and companies.
New Marketing NewsFlash and Focus on Ethics boxes: These popular features return with new and updated content, meticulously researched to provide perspective on the latest marketing approaches. Examples are Canadian CEOs' response to the COVID-19 global pandemic, the financial services company Questrade's campaign to target a younger market, Mountain Equipment Co-op's corporate social responsibility, and Uber.
Sections on metrics, analytics, and big data: Marketing requires students to understand the metrics and analytics used by the industry. Sections in the text explain this topic and discuss the issues surrounding big data.
Updated sections on forecasting, budgeting, financial analysis, and profit-and-loss statements: Marketers are involved in forecasting and budgeting, and use financial analyses and profit-and-loss statements to evaluate programs and brand success. These areas are enhanced in the sixth Canadian edition through discussions in the pricing chapter (Chapter 9) and the strategic planning chapter (Chapter 15).
Updated marketing plan appendix: A revised marketing plan example and template has been built into the text. This hypothetical plan was developed in collaboration with Andre Samuels and Cory Snyder of SeeWhy Learning to ensure that it reflects current marketing planning approaches.
NEW APPLICATION BASED ACTIVITIES ON CONNECT. Provide students valuable practice using problem-solving skills to apply their knowledge to realistic scenarios. Students progress from understanding basic concepts to using their knowledge to analyze complex scenarios and solve real-life problems. Along the way, students see the implications of their decisions and are provided with feedback on how management theory should be informing their actions.
NEW PRACTICE MARKETING SIMULATION. A series of 3D multiplayer learning games that deliver immersive learning experiences and rich assessment capabilities. Students take on the role of a marketing manager tasked with creating and launching a new product. Students segment the market and compete with other students or AI characters, creating a virtual internship environment. Practice Marketing previously sold as a separate standalone or package product, but is now included within Connect.
NEW REMOTE PROCTORING TECHNOLOGY. Remote proctoring using Connect with Proctorio provides with instant and detailed reporting. Reporting features include video recordings and geolocation of the test-taker, provide instructors an at-a-glance view of potential academic integrity concerns, avoiding personal bias and supporting evidence-based claims.
NEW WRITING ASSIGNMENT. Delivers a learning experience that improves students' written communication skills and conceptual understanding with every assignment.
Engaging Magazine-Style Format. The popular magazine-style format with fresh visual appeal, direct writing style, and active learning techniques, challenges students to understand and enjoy learning about marketing.
Concise Coverage. Kerin Marketing: The Core provides readers with a concise presentation of marketing fundamentals that reflects current marketing practices in Canada.
Real Marketing Professionals. Kerin provides vivid and accurate descriptions of contemporary marketing professionals in action through chapter opening vignettes, cases, examples, and testimonials that allow students to personalize marketing and identify possible career interests and role models.
Current and Relevant Examples. Marketing is an ever-changing discipline, where new trends can quickly become old and where technological changes quickly render products and marketing approaches obsolete. Kerin includes the most current Canadian examples that students will recognize and may have purchased as consumers.
Active Learning approach. Marketing: The Core includes pedagogical elements throughout the text and online to enhance student learning, including Connect technology, chapter outline and features that start each chapter with a splash page highlighting newsy features within the chapter, as well as creating a path to guide students through the chapter and its content, Infographics, chapter opening vignettes, Marketing NewsFlash boxes, Focus on Ethics boxes, and end-of-chapter applications.
Infographics are used to draw attention to metrics that relate to a topic within the chapter and to help students become familiar with this visual approach to presenting marketing information.
Sections on metrics, analytics, and big data.Marketing requires students to understand the metrics and analytics used by the industry. Sections in the text explain this topic and discuss the issues surrounding big data.
Connect. McGraw-Hill Connect is a highly reliable, easy-to-use homework and learning management solution that utilizes learning science and award-winning adaptive tools to improve student results. With Connect's new ReadAnywhere app, students can study on the go - including reading and listening using the audio functionality - without any need for internet access. Using Connect, instructors can take advantage of McGraw-Hill's trusted content to seamlessly deliver assignments, quizzes and tests online.
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