Marketing the core 8th edition pdf free download

Strategic Marketing

Using your HBR coursepack, review the following articles in the coursepack:
The Female Economy
Customer Value Propositions in Business Markets
Getting Brand Communities Right
The One Number You Need to Grow
Ending the War Between Sales and Marketing
Cite each source individually - do NOT cite as a coursepack!

Following your review, share a 750-words minimum review of the strategic marketing concepts discussed. Make sure to cite your sources individually - using their original published dates. This posting should be completed using APA formatting (in-text citations and references) attach in a formal word document. Not accepted if there is no word document attached.
This initial post should be completed by Saturday at 11:59 p.m. EST. After you submit the initial posting, return to the forum and review the findings of your classmates. Post a meaningful comment or question (150 words minimum) to the postings of one (1) classmate. Peer postings should be completed by Sunday at 11:00 p.m. EST.

Roger A. Kerin Steven W. Hartley

MARKETING THE CORE

Eighth Edition

MARKETING: THE CORE

Eighth Edition

Roger A. Kerin Southern Methodist University

Steven W. Hartley University of Denver

MARKETING: THE CORE, EIGHTH EDITION

Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2020 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous editions © 2018, 2016, and 2013. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning.

Some ancillaries, including electronic and print components, may not be available to customers outside the United States.

This book is printed on acid-free paper.

1 2 3 4 5 6 7 8 9 LWI 21 20 19

ISBN 978-1-260-71145-5 (bound edition) MHID 1-260-71145-5 (bound edition) ISBN 978-1-260-08886-1 (loose-leaf edition) MHID 1-260-08886-3 (loose-leaf edition)

Executive Brand Manager: Meredith Fossel Senior Product Developer: Kelly I. Pekelder Senior Marketing Manager: Nicole Young Lead Content Project Manager: Christine Vaughan Senior Content Project Manager: Danielle Clement Senior Buyer: Susan K. Culbertson Senior Designer: Matt Diamond Lead Content Licensing Specialist: Carrie Burger Cover Image: ©@by Feldman_1/Getty Images Compositor: Aptara®, Inc.

All credits appearing on page or at the end of the book are considered to be an extension of the copyright page.

Library of Congress Cataloging-in-Publication Data

Names: Kerin, Roger A., author. | Hartley, Steven William, author. Title: Marketing : the core / Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver. Description: Eighth edition. | New York, NY : McGraw-Hill Education, [2020] | Audience: 18+ Identifiers: LCCN 2018048487| ISBN 9781260088861 (alk. paper) | ISBN 1260088863 (alk. paper) Subjects: LCSH: Marketing. Classification: LCC HF5415 .K452 2020 | DDC 658.8—dc23 LC record available at https://lccn.loc.gov/2018048487

The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website does not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education does not guarantee the accuracy of the information presented at these sites.

mheducation.com/highered

WELCOME FROM THE AUTHORS!

Is technology an integral part of yo ur life? Are you innovative and entr

epreneurial? Do you consider

purpose-driven work important? Ha ve you ever thought you could cha

nge the world? If the answer

to any of these questions is yes, yo ur decision to study marketing is a

perfect match! In addition, if

you are curious about robots in the marketplace, virtual reality and aug

mented reality in advertising,

wearable technology, YouTube cha nnel brand advocates, shopping on

Pinterest, or the gamification

of almost everything, you will be exc ited by the insights you will learn du

ring your studies. And we are

excited to have the opportunity to h elp you along the way with our text

book about this exciting field!

We know from our experiences in the classroom that students choo

se to study marketing for

many reasons. For marketing majo rs this course is the first of many o

n the way to a marketing de-

gree. For students from other busi ness majors this may be a required

course in a business “core.”

For many other students, marketin g is an elective chosen because

of a personal interest in the

marketplace. Regardless of your r easons for taking this course, it is

our pleasure to help you ex-

plore the many new trends, conc epts, practices, challenges, and o

pportunities that are part of

marketing today. We encourage yo u to use your own past experience

s and future interests to cre-

ate a personalized journey of expl oration and study.

The dynamic nature of the marke ting discipline necessitates equa

lly dynamic learning re-

sources. As a result, we have focus ed our time and energy on ensurin

g that our textbook provides

the most current, insightful, and co mprehensive coverage of the mar

ketplace today. The dramatic

changes in student learning styles —from traditional observational sty

les to contemporary collab-

orative styles—are also reflected in our efforts as we have included m

any features to match these

interests. Our approach to present ing the complexities of marketing a

nd facilitating the changes in

learning is based on three importa nt dimensions:

• Engagement. As professors we have benefited from interactions

with many exceptional stu-

dents, managers, and instructors. T heir insights have contributed to o

ur approach to teaching

and, subsequently, to our efforts as textbook authors. One of the esse

ntial elements of our ap-

proach is a commitment to active l earning through engaging, integra

ted, and timely materials.

In-class activities, an interactive bl og, marketing plan exercises, and

in-text links to online ads

and web pages are just a few exam ples of the components of our eng

agement model.

• Leadership. Our approach is als o based on a commitment to takin

g a leadership role in the

development and presentation of new ideas, principles, theories, an

d practices in marketing.

This is more important now than e ver before, as the pace of change

in our discipline acceler-

ates and influences almost every a spect of traditional marketing. We a

re certain that exposure

to leading-edge material related to topics such as social media, data

analytics, and marketing

metrics can help students become leaders in their jobs and careers.

• Innovation. New educational tec hnologies and innovative teaching

tools have magnified the

engagement and leadership aspe cts of our approach. Connect, Lea

rnSmart, and SmartBook,

for example, provide a digital and interactive platform that embrace

s the “anytime and any-

where” style of today’s students. In addition, we have provided new v

ideos and increased the

visual impact of the text and Pow erPoint materials to facilitate mul

timedia approaches to

learning.

Through the previous 7 U.S. editio ns—and 19 international editions in

11 languages—we have

been gratified by the enthusiastic feedback we have received from

students and instructors. We

are very excited to have this oppo rtunity to share our passion for thi

s exciting discipline with you

today. Welcome to the 8th edition of Marketing: The Core! Roger A. Kerin

Steven W. Hartley

iii

iv

Marketing: The Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below:

The goal of the 8th edition of Marketing: The Core is to create an exceptional experience for today’s students and instructors of marketing. The development of Marketing: The Core was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.

PREFACE

Personalized Marketing A vivid and accurate

description of businesses, marketing professionals, and

entrepreneurs—through cases, exercises, and testimonials—

that allows students to personalize marketing and

identify possible career interests.

Marketing: The Core 8/e

Pedagogical Approach

High-Engagement Style Easy-to-read, high-

involvement, interactive writing style that engages students through active

learning techniques.

Rigorous Framework A pedagogy based on the use of learning objectives, learning reviews, learning objectives reviews, and

supportive student supplements.

Traditional and Contemporary Coverage

Comprehensive and integrated coverage of

traditional and contemporary marketing concepts.

Integrated Technology The use of powerful

technical resources and learning solutions, such as

Connect, LearnSmart, SmartBook, the Kerin &

Hartley Blog (www.kerinmarketing.com),

and in-text video links.

Marketing Decision Making

The use of extended examples, cases, and videos

involving people making marketing decisions.

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The members of this author team have benefited from extraordinary experiences as instructors, researchers, and consultants, as well as the feedback of users of previous editions of Marketing: The Core—now more than one million students! The authors believe that success in marketing education in the future will require the highest levels of engagement. They ensure engagement by facilitating interaction between students and four learning partners—the instructor, other students, busi- nesses, and the publisher. Some examples of the high-engagement elements of Marketing: The Core include:

In-Class Activities and Digital In-Class Activities. The in-class activities, located in the Instructor’s Manual, are designed to engage students in discussions with the instructor and among themselves. They involve surveys, online resources, out-of-class assignments, and personal observations. Each activity illustrates a con- cept from the textbook and can be done individually or as a team. Examples include: Designing a Candy Bar, Marketing Yourself, Pepsi vs. Coke Taste Test, and What Makes a Memorable TV Commercial? In addition, digital in-class activities have been added to selected chapters. These activities, located in the Instructor Resources, focus on the use of web resources and the marketing data they can provide students.

Interactive Web Page and Blog (www.kerinmarketing.com). Students can access recent articles about marketing and post comments for other students. The site also provides access to a Marketing: The Core Twitter feed!

Building Your Marketing Plan. The Building Your Marketing Plan guides at the end of each chapter are based on the format of the Marketing Plan presented in Appendix A. On the basis of self-study or as part of a course assignment, students can use the activities to organize interactions with businesses to build a marketing plan. Students and employers often suggest that a well-written plan in a student’s portfolio is an asset in today’s competitive job market.

ENGAGEMENT

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The popularity of Marketing: The Core in the United States and around the globe is the result, in part, of the leadership role of the authors in developing and presenting new marketing content and pedagogies. For example, Marketing: The Core was the first text to integrate ethics, technology, and interactive marketing. It was also the first text to develop custom-made videos to help illustrate marketing principles and practices and bring them to life for students as they read the text. The authors have also been leaders in developing new learning tools, such as a three-step learning process that includes learning objectives, learning reviews, and learning objectives reviews and new testing materials that are based on Bloom’s learning taxonomy. Other elements that show how Marketing: The Core is a leader in the discipline include:

Chapter 17: Using Social Media and Mobile Marketing to Connect with Consumers. Marketing: The Core features a dedicated chapter for social media and mobile marketing. This new environment is rapidly changing and constantly growing. The authors cover the building blocks of social media and mobile market- ing and provide thorough, relevant content and examples. The authors discuss major social media platforms like Twitter, Facebook, LinkedIn, and YouTube. They explain how managers and companies can use those outlets for marketing purposes. Chapter 17 also includes a section titled Social Media Marketing Programs and Customer Engagement that addresses criteria for selecting social media, how social media can produce sales, and methods of measuring a company’s suc- cess with social media and mobile marketing. This chapter is one of many ways Marketing: The Core is on the cutting edge of the field.

Applying Marketing Metrics. The Applying Marketing Metrics feature in the text delivers two of the newest elements of the business and marketing environment today—performance metrics and dashboards to visualize them. Some of the met- rics included in the text are: category development index (CDI), brand development index (BDI), load factor (a capacity management metric), price premium, sales per square foot, same-store sales growth, promotion-to-sales ratio, and cost per thou- sand (CPM) impressions. The feature is designed to allow readers to learn, practice, and apply marketing metrics.

Color-Coded Graphs and Tables. The use of color in the graphs and tables enhances their readability and adds a visual level of learning to the textbook for readers. In addition, these color highlights increase student comprehension by link- ing the text discussion to colored elements in the graphs and tables.

New Video Cases. Each chapter ends with a case that is supported by a video to illustrate the issues in the chapter. New cases such as IBM, Toyota, Justin’s, and Body Glove, and recent cases such as GoPro and Coppertone provide current and relevant examples that are familiar to students.

LEADERSHIP

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In today’s fast-paced and demanding educational environment, innovation is es- sential to effective learning. To maintain Marketing: The Core’s leadership position in the marketplace, the author team consistently creates innovative pedagogical tools that match contemporary students’ learning styles and interests. The authors keep their fingers on the pulse of technology to bring real innovation to their text and package. Innovations such as in-text links, a Twitter feed, hyperlinked Power- Point slides, and an online blog augment the McGraw-Hill Education online innova- tions such as Connect, LearnSmart, and SmartBook.

In-Text Links. You can see Internet links in magazine ads; on television program- ming; as part of catalogs, in-store displays, and product packaging; and throughout Marketing: The Core! These links bring the text to life with ads and videos about products and companies that are discussed in the text. These videos also keep the text even more current. While each link in the text has a caption, the links are up- dated to reflect new campaigns and market changes. In addition, the links allow readers to stream the video cases at the end of each chapter. You can simply click on the links in the digital book or use your smartphone or computer to follow the links.

Twitter Feed and Online Blog. Visit www.kerinmarketing.com to participate in Marketing: The Core’s online blog discussion and to see Twitter feed updates. You can also subscribe to the Twitter feed to receive the Marketing Question of the Day and respond with the #QotD hashtag.

Connect, LearnSmart, and SmartBook Integration. These McGraw-Hill Educa- tion products provide a comprehensive package of online resources to enable stu- dents to learn faster, study more efficiently, and increase knowledge retention. The products represent the gold standard in online, interactive, and adaptive learning tools and have received accolades from industry experts for their Library and Study Center elements, filtering and reporting functions, and immediate student feedback capabilities. In addition, the authors have developed book-specific interactive assignments, including (a) auto-graded applications based on the marketing plan exercises, and (b) activities based on the Applying Marketing Metrics boxes and marketing metrics presented in the text.

Innovative Test Bank. Containing more than 5,000 multiple-choice and essay questions, the Marketing: The Core Test Bank reflects more than two decades of innovations. The Test Bank also includes “visual test questions” in each chapter to reward students who made an effort to understand key graphs, tables, and images in the chapter.

INNOVATION

You’re in the driver’s seat. Want to build your own course? No problem. Prefer to use our turnkey, prebuilt course? Easy. Want to make changes throughout the semester? Sure. And you’ll save time with Connect’s auto-grading too.

They’ll thank you for it. Adaptive study resources like SmartBook® help your students be better prepared in less time. You can transform your class time from dull definitions to dynamic debates. Hear from your peers about the benefits of Connect at www.mheducation.com/highered/connect

Make it simple, make it affordable. Connect makes it easy with seamless integration using any of the major Learning Management Systems—Blackboard®, Canvas, and D2L, among others—to let you organize your course in one convenient location. Give your students access to digital materials at a discount with our inclusive access program. Ask your McGraw-Hill representative for more information.

Solutions for your challenges. A product isn’t a solution. Real solutions are affordable, reliable, and come with training and ongoing support when you need it and how you want it. Our Customer Experience Group can also help you troubleshoot tech problems—although Connect’s 99% uptime means you might not need to call them. See for yourself at status.mheducation.com

Students—study more efficiently, retain more and achieve better outcomes. Instructors—focus on what you love—teaching.

SUCCESSFUL SEMESTERS INCLUDE CONNECT

65% Less Time Grading

©Hill Street Studios/Tobin Rogers/Blend Images LLC

For Instructors

Effective, efficient studying. Connect helps you be more productive with your study time and get better grades using tools like SmartBook, which highlights key concepts and creates a personalized study plan. Connect sets you up for success, so you walk into class with confidence and walk out with better grades.

Study anytime, anywhere. Download the free ReadAnywhere app and access your online eBook when it’s convenient, even if you’re offline. And since the app automatically syncs with your eBook in Connect, all of your notes are available every time you open it. Find out more at www.mheducation.com/readanywhere

No surprises. The Connect Calendar and Reports tools keep you on track with the work you need to get done and your assignment scores. Life gets busy; Connect tools help you keep learning through it all.

Learning for everyone. McGraw-Hill works directly with Accessibility Services Departments and faculty to meet the learning needs of all students. Please contact your Accessibility Services office and ask them to email accessibility@mheducation.com, or visit www.mheducation.com/about/accessibility.html for more information.

“I really liked this app—it made it easy to study when

you don’t have your text- book in front of you.”

— Jordan Cunningham, Eastern Washington University

Chapter 12 Quiz Chapter 11 Quiz

Chapter 7 Quiz

Chapter 13 Evidence of Evolution Chapter 11 DNA Technology

Chapter 7 DNA Structure and Gene...

and 7 more...

13 14

©Shutterstock/wavebreakmedia

For Students

Create

SmartBook iSeeit! Videos Mini Simulation

Marketing Plan Prep

Marketing Analytics

Video Cases/ Analytics

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Asset Alignment with Bloom’s Taxonomy

Evaluate

Analyze

Apply

Understand

Remember

We Take Students Higher

As a learning science company we create content that supports higher order thinking skills. Interactive learning tools within McGraw-Hill Connect are tagged accordingly, so you can filter, search, assign, and receive reports on your students’ level of learning. The result—increased pedagogical insights and learning process efficiency that facilitate a stronger connection between the course material and the student.

The chart below shows a few of the key assignable marketing assets with McGraw-Hill Connect aligned with Bloom’s Taxonomy. Take your students higher by assigning a variety of applications, moving them from simple memorization to concept application.

Principles of Marketing

Asset Alignment with Bloom’s Taxonomy

• Adaptively aids students to study more efficiently by highlighting where in the chapter to focus, asking review questions and pointing them to resources until they understand.

• Short, contemporary videos provide engaging, animated introductions to key course concepts. Available at the chapter level. Perfect for launching lectures and assigning pre- or post-lecture.

• Mini-cases and scenarios of real-world firms accompanied by questions that help students analyze and apply marketing theory and other core concepts.

SmartBook

iSeeit! Videos

Video Cases & Case Analyses

Mini Simulation

Marketing Plan Prep

Marketing Analytics

• These newest auto-graded, data analytics activities challenge students to make decisions using metrics commonly seen across Marketing professions. The goal of this activity is to give students practice analyzing and using marketing data to make decisions.

• Marketing Mini Sims help students apply and understand the interconnections of elements in the marketing mix by having them take on the role of Marketing Manager for a backpack manufacturing company.

• Mini Sims can be assigned by topic or in its entirety.

• These exercises use guided activities and examples to help students understand and differentiate the various elements of a marketing plan.

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Chapter 1: Update of Chobani’s Success Story, New Showstopper Analysis, and New Material on Ritz- Carlton and Patagonia. Chobani’s continued success at creating customer value is discussed and updated. The company’s guiding mission, “Better food for more people,” new products such as Drink Chobani, Chobani Flip, Smooth Yogurt, and Chobani Savor, and advertis- ing campaigns such as “Love This Life” are presented. Discussion of Elon Musk and his success with entrepre- neurial endeavors such as Zip2, PayPal, SpaceX, and Tesla has been added to the Marketing and Your Career section. New-product examples such as smart glasses and the YoYo car subscription service have been added to the discussion of potential “showstoppers” for new- product launches. Discussion of the Ritz-Carlton’s use of relationship marketing concepts and Patagonia’s Common Threads Initiative have also been added.

Chapter 2: New IBM Video Case, Updated Chapter Opening Example, Addition of a New Example of Social Entrepreneurship, and New Discussion of Uber’s Changing Business Definition. The Chapter 2 opening example discusses Ben & Jerry’s mission to make fantastic, sustainable, world-changing ice cream. Free Cone Day has been added to the discussion of cre- ative marketing strategies used by the company to help accomplish its mission. The social entrepreneur venture NexGenVest has been added to the 30 Under 30 Forbes Social Entrepreneurs discussion in the Making Responsi- ble Decisions box. In addition, the discussion of business definitions and business models now describes how Uber has changed its definition from a cab service, to a ride-sharing service, to a delivery service. The applica- tion of the Boston Consulting Group business portfolio model to Apple’s product line has been updated to in- clude changes related to the Apple Watch, the iPhone, and the iPad/iPad mini tablet devices. The end-of-chap- ter video case is completely new, and features the recent IBM campaign and strategy: “Let’s Put Smart to Work.”

Chapter 3: New Toyota Video Case, Update of New Trends in Marketing, New Discussion on Generation

Z, and New Discussion of Gender-Neutral Marketing Actions. The discussion of new trends, such as the growing popularity of brand advocates, the increasing application of virtual reality and augmented reality, and the surging scrutiny regarding the collection and use of consumer data, has been updated. Generation Z, the post-millennial generation, has been added to the discussion of generational cohorts. The Making Responsible Decisions box includes new examples such as P&G’s recyclable shampoo bottles, Unilever’s “brands with purpose,” and Apple’s “greenest building on the planet.” New gender-neutral marketing actions have been added to the Culture section. A discussion of new trends in technology, such as the growth of au- tomation (e.g., autonomous cars, drones, and robots), digital assistants (e.g., Amazon’s Alexa), and wearable technology, has also been added. In addition, the chapter ends with a completely new video case about Toyota, its transition to a “mobility” company, and its marketing activities related to the hydrogen fuel-cell vehicle, the Mirai.

Chapter 4: New Section on Consumer Touchpoints and Consumer Journey Maps, and New Figure to Il- lustrate a Consumer Journey Map. A new section de- scribes consumer touchpoints, the product, service, or brand points of contact with a consumer, and consumer journey maps, the visual representation of all touch- points where a consumer comes into contact with a company’s products, services, or brands. The new Figure 4–4 illustrates consumer touchpoints and a con- sumer journey map for electronic devices sold by Apple in stores. The Marketing Matters box has been updated to reflect the latest procedures for BzzAgents.

Chapter 5: New Examples Including Lockheed Mar- tin and BMW, and Updated Marketing Matters Box Regarding eBay Business Supply. The description of government markets has been updated to include the Orion Multi-Purpose Crew Vehicle being developed by Lockheed Martin. In addition, the Buyer–Seller Relationship section now includes GT Advanced

NEW AND REVISED CONTENT

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Technology’s $578 million contract with Apple to pro- duce iPhone camera lenses and screens as an exam- ple of a long-term agreement. BMW’s purchase of a Cloud-based data management system from IBM has been added as an example of a new buy. In addition, the Marketing Matters box has been updated to re- flect eBay’s trading platform, eBay Business Supply, which generates $4 billion in sales annually.

Chapter 6: Updated Chapter Opening Example Regarding Amazon in India, and Addition of UK Withdrawal from the EU. The chapter opening ex- ample is completely updated to describe the opportu- nities and challenges Amazon faces as it invests billions of dollars in India. The Economic Integration among Countries section has been revised to reflect increasing economic protectionism, including the withdrawal of the United Kingdom from the European Union, and discussions regarding possible changes in the North American Free Trade Agreement. In addi- tion, Listerine has been added as a new example of product adaptation in the Product and Promotion Strategies section.

Chapter 7: Updated Chapter Opening Example, New Primary and Secondary Data Coverage, and New Discussion of Artificial Intelligence. The chap- ter opening example has been updated to reflect the use of marketing research in movies such as Atomic Blonde, Edge of Tomorrow, and War Dogs. An update of the Secondary Data section reflects the upcoming 2020 Census. The Primary Data section has been up- dated to include new Nielsen program ranking data, an example of Gillette’s use of observational data, a discussion of the growing use of neuromarketing technologies, and a description of McDonald’s use of test markets in developing its delivery service. In ad- dition, artificial intelligence is discussed as part of the Intelligent Marketing Enterprise Platform presented in Figure 7–5.

Chapter 8: Update of Zappos’s Use of Behavioral Segmentation, New Segmentation Examples, and New Patronage Example Data. The chapter opening

example has been updated to describe how Zappos uses behavioral segmentation to deliver “happiness” to its customers. The Multiple Products and Multiple Market Segments section includes a new discussion of Ford’s shift in strategy to reduce its product line and provide higher quality at lower prices. In addition, in the Patronage of Fast-Food Restaurants section, the patronage and user/nonuser data have been updated; also, the Future Strategies for Your Wendy’s Restau- rant section has been updated.

Chapter 9: New Discussion of the Apple-Enabled iCar and New Marketing Matters Box Coverage of Feature Fatigue. The chapter opening example has been updated to include a discussion of Apple’s next innovation—the Apple-enabled iCar. The concept of feature bloat and fatigue is now introduced and illus- trated in the Marketing Matters box. Keurig Kold and the HP Tablet are introduced as examples in the Marketing Reasons for New-Product Failures section. An example of the success of Aaron Krause’s Scrub Daddy, originally pitched on Shark Tank, has been added to the section on inventors as a source of innovation.

Chapter 10: New Justin’s Video Case, New Material on Gatorade’s “Smart Cap,” New Co-Branding and Brand Dilution Coverage, and New Examples. The Chapter 10 discussion of Gatorade in the chapter opener now includes material on the microchip-fitted “smart cap” and the digital sweat patch for athletes and fitness buffs. In addition, new discussions of co- branding and brand dilution have been added to the Multiproduct Branding Strategy section. New examples include Olay Skin Care Advisor, the NFL and NBA, and P&G’s acquisition of Gillette. The chapter ends with a new video case titled Justin’s: Managing a Successful Product with Passion, which describes the inspiring story of entrepreneur Justin Gold, and the application of product management concepts to the Justin’s brand of organic nut butters.

Chapter 11: Updated Chapter Opening Example about VIZIO, and Discussion of Apple iPhone X, 8,

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and 8-Plus Pricing. The updated chapter opening ex- ample describes VIZIO’s approach to pricing the 50 mil- lion HDTVs it has sold since its founding. Microsoft’s approach to pricing its Xbox One X videogame console is now included in the Skimming Pricing section. In ad- dition, examples of penetration pricing, odd-even pric- ing, standard markup pricing, and cost-plus pricing have been updated to reflect the current marketplace.

Chapter 12: New Chapter Opening Example about Multichannel Marketing at Eddie Bauer, Updated Marketing Matters Box about IBM’s Watson, and Updated Making Responsible Decisions Box. A new chapter opening example describes Eddie Bauer’s “brick, click, and flip” multichannel marketing strategy. The Marketing Matters box has been updated to reflect IBM’s use of artificial intelligence to manage its supply chain. In addition, the discussion of recycling e-waste in the Making Responsible Decisions box has been updated.

Chapter 13: Updated Chapter Opening Example about Smart Stores, Updated Making Responsible Decisions Box, and New Discussion about YouTube Programming, Robocalls, and EDLP 2.0. Chapter 13 opens with a description of the potential impact of smart stores on the customer journey. The Internet of Things, biometric scanners, virtual reality, 3D modeling tools, and wearable technology are discussed. The Making Responsible Decisions box now includes infor- mation about California’s “zero-waste” laws. New infor- mation, such as banks’ attempts to change ATMs into smart self-service devices, has been added to the Self- Service section. In addition, YouTube’s live program- ming, the FTC’s discussion regarding robocalls, and Walmart’s development of EDLP 2.0 are discussed.

Chapter 14: Expanded Discussion about Personaliza- tion; New Section Titled How Consumers Shop and Buy Online, including Coverage of Social Commerce; Broadened Implementing Multichannel Marketing Section; and New Figure Illustrating a Multichannel Consumer Journey Map. The Interactivity, Individuality, and Customer Relationships in Marketspace section has

an expanded discussion about the differences between collaborative filtering and personalization and includes Sunglass Hut as an example of a company using person- alization techniques. The use of chatbots has been added to the Communication section. A new section titled How Consumers Shop and Buy Online has been added and covers social commerce—the use of social networks for browsing and buying. In addition, the Implementing Multichannel Marketing section has been rewritten with new coverage of cross-channel consumer behavior, mutually reinforcing channels, and monitoring and mea- suring channel performance. New Figure 14–5 illustrates a multichannel marketing consumer journey map. This chapter was previously located later in the sequence of chapters and has been moved to follow coverage of mar- keting channels and supply chains (now Chapter 12) and retailing and wholesaling (now Chapter 13).

Chapter 15: Updated Chapter Opening Example, New Advertisements, New Example of an IMC Program for a Movie, and New Discussion of the Media Agency of the Year. The chapter opening ex- ample has been completely updated to reflect Taco Bell’s recent IMC activities. The company’s Love & Tacos Contest; new restaurant in Las Vegas; Happily Ever After sweepstakes; superbowl ads; collabora- tions with Sony, the NBA, and Airbnb; and social media tactics such as Taco Tales and Clip Show posts are all discussed. New advertisements include examples from The North Face, Sony, and Humira. The IMC pro- gram used to promote the movie Star Wars: The Last Jedi has been added to the Scheduling the Promotion section. In addition, the work of Advertising Age’s Media Agency of the Year, PHD Media, is discussed.

Chapter 16: Updated Chapter Opening Example about Virtual Reality and Augmented Reality in Ad- vertising, New Advertisements and Sales Promo- tion Examples, and New Discussion of the Advertising Agency of the Year. The growing impact of virtual reality (VR) and augmented reality (AR) on advertising is discussed in the chapter opening exam- ple. New examples of VR and AR campaigns include McDonald’s Happy Goggles and Lowe’s Holoroom. Coverage includes new advertising examples from

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Mercedes-Benz, Progressive, Duracell, Milk Life, Ama- zon, AG, and Sonos and new sales promotion exam- ples from Nabisco and Ben & Jerry’s. The Identifying the Target Audience section now includes Mountain Dew and Lululemon campaigns as examples, and the Message Content section includes a discussion of the increasing use of gender—neutral advertising. The chapter also includes new discussion of Advertising Age’s Agency of the Year—Anomaly. In addition, the results of a recent Association of National Advertisers survey about the most common forms of compensa- tion for ad agencies are discussed.

Chapter 17: New Body Glove Video Case, New Dis- cussion on Internet-Connected Cars, New Section on Influencer Marketing, New Material on Live Streaming at Facebook, and Updated Marketing Matters Box on Vloggers. Chapter 17 opens with a discussion of the new level of mobile marketing en- abled by Internet-connected cars. The discussion ad- dresses three channels that can reach cars—social media, e-mail, and messaging apps. In addition, a new section titled Emergence of Influencer Marketing ad- dresses the growth of social media influencers such as Kendall Jenner who has close to 100 million Instagram followers. New discussions about Facebook’s privacy protection, its new dating feature, and Facebook Live have been added to the section on Mobile Marketing at Facebook. The overview of Twitter now includes an example of teenager Carter Wilkerson obtaining

enough retweets to win free chicken nuggets for a year. The Marketing Matters box has been updated to describe how vloggers are becoming the online ver- sion of traditional celebrities and the Pepsi MAX “Friend Finder” YouTube video is included as an ex- ample of Pepsi’s use of social media. The revised sec- tion titled Social Media Marketing Programs and Customer Engagement introduces new key terms and definitions for social media marketing programs and customer engagement. The chapter ends with a new video case about Body Glove and the role social media play in the company’s marketing plan.

Chapter 18: New Material on Upselling and Cross- Selling, Updated Marketing Matters Box, and New Discussion of Customer Relationship Marketing Systems and Technology, including Sales Force Au- tomation, Marketing Automation, and Customer Service and Support Automation. The Consultative Selling section now includes discussion of upselling and cross-selling. The Marketing Matters box has been updated to include the most recent emotional intelli- gence test and the current link. In addition, the discus- sion of CRM systems and technology includes new material on the consolidation of customer and sales information, how marketing automation emphasizes sophisticated analytical techniques to track the behav- ior of anyone showing an interest in a product or service, and how customer service and support auto- mation provides services such as “live chat.”

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INSTRUCTOR RESOURCES

Practice Marketing Practice Marketing is a 3D, online, single or multiplayer game that helps students apply the four Ps by taking on the role of marketing manager for a backpack com- pany. By playing the game individually and/or in teams, students come to understand how their decisions and elements of the marketing mix affect one another. Practice Marketing is easy to use, fully mobile, and provides an interactive alternative to marketing plan projects. Log in to mhpractice.com with your Connect credentials to access a demo, or contact your local McGraw-Hill representative for more details.

Marketing Mini Sims—Now Assignable within Connect! Marketing Mini Sims are building-block sims based on our full Practice Marketing simulation that require students to take on the role of a marketing decision maker for a backpack manufacturing company. Each of the 9 Mini Sims focuses on one aspect of the marketing mix and serves to both reinforce the understanding of key concepts as well as allow students to make business decisions.

To view a demonstration video and/or see a list of available simulations, please visit the McGraw-Hill Marketing Discipline Landing page at http://bit.ly/ MHEmarketing

Video Cases A unique series of 18 marketing

video cases includes new videos featuring IBM, Toyota,

Justin’s, and Body Glove.

Marketing: The Core 8/e

Instructor Resources

Instructor’s Manual The IM includes lecture

notes, video case teaching notes, and In-Class Activities.

Test Bank We offer almost 5,000 test questions categorized by topic, learning objectives,

and level of learning.

Blog www.kerinmarketing.com

A blog written specifically for use in the classroom!

Throughout each term we post new examples of

marketing campaigns, along with a classroom discussion

and participation guide. Practice Marketing

(Simulation) Practice Marketing is a 3D,

online, multiplayer game that enables students to gain

practical experiences in an interactive environment.

Connect, LearnSmart, and SmartBook

The unique content platform delivering powerful technical

resources and adaptive learning solutions. Includes

new Marketing Analytics Exercises.

In-Class Activities Chapter-specific in-class

activities for today’s students who learn from active,

participative experiences. PowerPoint Slides

Media-enhanced and hyperlinked slides enable engaging and interesting classroom discussions.

Digital In-Class Activities Digital In-Class Activities focus on the use of web

resources and the marketing data they can provide

students.

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Acknowledgments

To ensure continuous improvement of our textbook and supplements we have utilized an extensive review and development process for each of our past editions. Building on that history, the Marketing: The Core, 8th edition development process included several phases of evaluation and a variety of stakeholder audiences (e.g., students, instructors, etc.).

Reviewers who were vital in the changes that were made to the 8th and previous editions and its supplements include:

A. Diane Barlar Abe Qastin Abhay Shah Abhi Biswas Abhik Roy Adrienne Hinds Ahmed Maamoun Al Holden Alan Bush Alexander Edsel Alicia Revely Allan Palmer Allen Smith Amy Frank Anand Kumar Andrei Strijnev Andrew Dartt Andrew Thacker Andy Aylesworth Angela Stanton Anil Pandya Ann Kuzma Ann Little Ann Lucht Ann Veeck Annette George Anthony Koh Anthony R. Fruzzetti Aysen Bakir Barbara Evans Barbara Ribbens Barnett Greenberg Barry Bunn Bashar Gammoh Beibei Dong Ben Oumlil Beth Deinert Bill Curtis Bill Murphy Bill Peterson

Blaise Waguespack Jr. Bob Dahlstrom Bob Dwyer Bob E. Smiley Bob McMillen Bob Newberry Brent Cunningham Brian Kinard Brian Murray Bronis J. Verhage Bruce Brown Bruce Chadbourne Bruce Ramsey Bruce Robertson Bryan Hayes Carl Obermiller Carmen Powers Carmina Cavazos Carol Bienstock Carol M. Motley Carolyn Massiah Casey Donoho Catherine Campbell Cathie Rich-Duval Cathleen H. Behan Cathleen Hohner Cecil Leonard Cesar Maloles Charla Mathwick Charles Bodkin Charles Ford Charles Schewe Cheryl Stansfield Chiranjeev Kohli Chris Anicich Chris Ratcliffe Christie Amato Christine Lai Christopher Blocker Christopher Kondo

Christopher Ziemnowicz Chuck Pickett Cindy Leverenz Clare Comm Clark Compton Clay Rasmussen Clint Tankersley Clyde Rupert Connie Bateman Corinne Asher Craig Stacey Cristanna Cook Cydney Johnson Dan Darrow Dan Goebel Dan Sherrel Dan Toy Daniel Butler Daniel Rajaratnam Darrell Goudge Dave Olson David Erickson David Gerth David J. Burns David Jamison David Kuhlmeier David Smith David Terry Paul Deana Ray Deb Jansky Debbie Coleman Debra Laverie Deepa Pillai Dennis Pappas Dennis Rosen Diana Joy Colarusso Diane Dowdell Diane T. McCrohan Don Weinrauch Donald Chang

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Donald F. Mulvihill Donald Fuller Donald G. Norris Donald Hoffer Donald Larson Donald R. Jackson Donald V. Harper Donna Wertalik Doris M. Shaw Dotty Harpool Douglas Kornemann Duncan G. LaBay Eberhard Scheuling Ed Gonsalves Ed Laube Ed McLaughlin Eddie V. Easley Edna Ragins Edwin Nelson Elaine Notarantonio Eldon L. Little Elena Martinez Elizabeth R. Flynn Ellen Benowitz Eric Ecklund Eric Newman Eric Shaw Erin Baca Blaugrund Erin Cavusgil Erin Wilkinson Ernan Haruvy Eugene Flynn Farrokh Moshiri Fekri Meziou Frances Depaul Francis DeFea Francisco Coronel Frank A. Chiaverini Fred Honerkamp Fred Hurvitz Fred Morgan Fred Trawick Frederick J. Beier Gail M. Zank Gary Carson Gary F. McKinnon Gary Law Gary Poorman Gary Tucker George Kelley George Miaoulis

George Young Gerald O. Cavallo Gerard Athaide Gerald Waddle Glen Brodowsky Glen Gelderloos Godwin Ariguzo Gonca Soysal Gordon Mosley Greg Kitzmiller Guy Lochiatto Harlan Wallingford Harold Lucius Harold S. Sekiguchi Havva Jale Meric Heidi Rottier Heikki Rinne Helen Koons Herbert A. Miller Herbert Katzenstein Howard Combs Hsin-Min Tong Hugh Daubek Imran Khan Irene Dickey Irene Lange Ismet Anitsal J. Ford Laumer Jacqueline Karen Jacqueline Williams James A. Henley Jr. James A. Muncy James C. Johnson James Cross James Garry Smith James Gaubert James Ginther James Gould James H. Barnes James H. Donnelly James L. Grimm James Lollar James Marco James McAlexander James Meszaros James Munch James Olver James P. Rakowski James V. Spiers James Wilkins James Zemanek

Jane Cromartie Jane Lang Jane McKay-Nesbitt Janet Ciccarelli Janet Murray Janice Karlen Janice Taylor Janice Williams Jarrett Hudnal Jason Little Jay Lambe Jean Murray Jean Romeo Jeanne Munger Jeff Blodgett Jeff Finley Jeffrey W. von Freymann Jefrey R. Woodall Jennie Mitchell Jennifer Nelson Jerry Peerbolte Jerry W. Wilson Jianfeng Jiang Jim McHugh Jo Ann McManamy Joan Williams Joanne Orabone Jobie Devinney-Walsh Joe Cronin Joe Kim Joe M. Garza Joe Puzi Joe Ricks Joe Stasio John Benavidez John Brandon John C. Keyt John Coppett John Cox John Finlayson John Fitzpatrick John Gaskins John H. Cunningham John Kuzma John Penrose John Striebich Jonathan Hibbard Joseph Belonax Joseph Defilippe Joseph Myslivec Joseph Wisenblit

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Juan (Gloria) Meng Judy Bulin Judy Foxman Judy Wagner Julie Haworth Julie Sneath Jun Ma June E. Parr Karen Becker-Olsen Karen Berger Karen Flaherty Karen Gore Karen LeMasters Kasia Firlej Katalin Eibel-Spanyi Kathleen Krentler Kathleen Stuenkel Kathleen Williamson Kathryn Schifferle Kathy Meyer Katie Kemp Kay Chomic Kaylene Williams Keith B. Murray Keith Jones Keith Murray Kellie Emrich Ken Crocker Ken Fairweather Ken Herbst Ken Murdock Ken Shaw Kenneth Goodenday Kenneth Jameson Kenneth Maricle Kerri Acheson Kevin Feldt Kevin W. Bittle Kim Montney Kim Richmond Kim Sebastiano Kim Wong Kimberly D. Smith Kimberly Grantham Kin Thompson Kirti Celly Koren Borges Kristen Regine Kristine Hovsepian Kristy McManus Kumar Sarangee

Kunal Sethi Lan Wu Larry Borgen Larry Carter Larry Feick Larry Goldstein Larry Marks Larry Rottmeyer Laura Dwyer Lauren Wright Lawrence Duke Lawrence Marks Lee Meadow Leon Zurawicki Leonard Lindenmuth Leslie A. Goldgehn Leta Beard Linda Anglin Linda M. Delene Linda Morable Linda Munilla Linda N. LaMarca Linda Rochford Lindell Phillip Chew Lisa M. Sciulli Lisa Siegal Lisa Simon Lisa Troy Lisa Zingaro Lori Feldman Lowell E. Crow Lynn Harris Lynn Loudenback Marc Goldberg Maria McConnell Maria Randazzo-Nardin Maria Sanella Marilyn Lavin Mark Collins Mark Weber Mark Young Martin Bressler Martin Decatur Martin St. John Marton L. Macchiete Martyn Kingston Marva Hunt Mary Ann McGrath Mary Beth DeConinck Mary Conran Mary Joyce

Mary Schramm Mary Tripp Matt Meuter Max White Mayukh Dass Melissa Clark Melissa Moore Michael Callow Michael Drafke Michael Fowler Michael Mayo Michael Peters Michael Pontikos Michael R. Luthy Michael Swenson Michelle Kunz Michelle Wetherbee Mike Hagan Mike Hyman Mike Luckett Milton Pressley Miriam B. Stamps Nadia J. Abgrab Nancy Bloom Nancy Boykin Nancy Grassilli Nanda Kumar Nathan Himelstein Neel Das Nikolai Ostapenko Norman Smothers Notis Pagiavlas Ottilia Voegtli Pamela Grimm Pamela Hulen Parimal Bhagat Pat Spirou Patricia Baconride Patricia Bernson Patricia Manninen Paul Dion Paul Dowling Paul Jackson Paul Londrigan Paul Myer Peter J. McClure Philip Kearney Philip Parron Philip Shum Phyllis Fein Phyllis McGinnis

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Poh-Lin Yeoh Pola B. Gupta Priscilla G. Aaltonen Priscilla LaBarbera Priyali Rajagopal Rae Caloura Rajesh Iyer Rajiv Kashyap Ram Kesaran Randall E. Wade Randy Stuart Ravi Shanmugam Raymond Marzilli Reid Claxton Renee Foster Renee Pfeifer-Luckett Rex Moody Rhonda Mack Rhonda Taylor Richard C. Leventhal Richard D. Parker Richard Hansen Richard Hargrove Richard J. Lutz Richard Lapidus Richard M. Hill Richard Penn Rick Sweeney Rita Dynan Robert C. Harris Robert Jones Robert Lawson Robert Luke Robert Morris Robert S. Welsh Robert Swerdlow Robert W. Ruekert Robert Williams Robert Witherspoon Roberta Schultz Roger McIntyre Roger W. Egerton Ron Dougherty Ron Hasty Ron Larson Ron Weston Ronald A. Feinberg Ronald Michaels Rosemary Ramsey Roy Adler Roy Klages

Ruth Ann Smith Ruth Rosales Ruth Taylor S. Choi Chan S. Tamer Cavusgil Sally Sledge Samuel E. McNeely Sanal Mazvancheryl Sandipan Sen Sandra Robertson Sandra Smith Sandra Young Sang Choe Sanjay S. Mehta Santhi Harvey Scott Cragin Scott Swan Scott Thorne Shabnam Zanjani Sheila Wexler Sherry Cook Siva Balasubramanian Soon Hong Min Srdan Zdravkovic Stacia Gray Stan Garfunkel Stan Scott Starr F. Schlobohm Stephen Calcich Stephen Garrott Stephen Pirog Stephen W. Miller Steve Hertzenberg Steve Taylor Steven Engel Steven Moff Sudhir Karunakaran Sue Lewis Sue McGorry Sue Umashankar Suman Basuroy Sundaram Dorai Sunder Narayanan Susan Godar Susan Peterson Susan Sieloff Susan Stanix Susie Pryor Suzanne Murray Sylvia Keyes Tamara Masters

Teri Root Terrance Kevin McNamara Terry Kroeten Theodore Mitchell Theresa Flaherty Thom J. Belich Thomas Brashear Thomas L. Trittipo Thomas M. Bertsch Thomas Passero Tim Aurand Tim Landry Timothy Donahue Timothy Reisenwitz Tina L. Williams Tino DeMarco Tom Castle Tom Deckelman Tom Marshall Tom Rossi Tom Stevenson Tom Thompson Tracy Fulce Vahwere Kavota Van R. Wood Vicki Rostedt Victoria Miller Vincent P. Taiani Vladimir Pashkevich Vonda Powell Walter Kendall Wendy Achey Wendy Wood Wesley Johnston William B. Dodds William Brown William D. Ash William Foxx William G. Browne William G. Mitchell William J. Carner William Motz William Pertula William R. Wynd William Rodgers William S. Piper Wilton Lelund Yi He Yue Pan Yunchuan Liu

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Thanks are due to many people, including current and past students, marketing educa- tors around the globe, university staff, business journal and periodical authors, company representatives, and marketing professionals of every kind. Their assistance has been essential in our efforts to continue to provide the most comprehensive, up-to-date, and integrated teaching and learning package available. We have been fortunate to have so many people be part of our team! In particular, however, we continue to benefit from the insights and guidance of our long-time friend, colleague, and coauthor, William Rudelius. His contributions to the textbook are truly timeless.

Nancy Harrower of Concordia University, St. Paul, led our efforts on the Instructor’s Man- ual, the PowerPoint slides, the In-Class Activities, and the new Digital In-Class Activities. In addition, she provides the content for our blog (kerinmarketing.com). Tia Quinlan- Wilder of the University of Denver was responsible for the Test Bank and Quizzes and the LearnSmart component of our interactive learning package. Erin Steffes of Towson University was responsible for the Connect application exercises and the new Marketing Analytics exercises. All of these professors are exceptional educators and we are very fortunate that they are part of our team. Michael Vessey, our long-time collaborator who recently passed away, also provided assistance in the preparation of materials that are still in use.

Thanks are also due to many other colleagues who contributed to the text, cases, and supplements. They include: Richard Lutz of the University of Florida; Linda Rochford of the University of Minnesota–Duluth; Kevin Upton of the University of Minnesota–Twin Cities; Nancy Nentl of Metropolitan State University; Leslie Kendrick of Johns Hopkins University; Lau Geok Theng of the National University of Singapore; and Leigh McAlister of the University of Texas at Austin. Rick Armstrong of Armstrong Photography, Dan Hundley and George Heck of Token Media, Nick Kaufman and Michelle Morgan of NKP Media, Bruce McLean of World Class Communication Technologies, Paul Fagan of Fagan Productions, Martin Walter of White Room Digital, Scott Bolin of Bolin Marketing, and Andrew Schones of Pure Imagination produced the videos.

Many businesspeople also provided substantial assistance by making available informa- tion that appears in the text, videos, and supplements—much of it for the first time in col- lege materials. Thanks are due to Ann Rubin, Teresa Yoo, and Kathleen Cremmins of IBM; Jana Hartline, Rommel Momen, Joanie Swearingen, and Amy Ulloa of Toyota; Justin Gold and Mike Guanella of Justin’s; Lisa Selk of CytoSport; Jeff Ettinger of Hormel; Russ Lesser, Billy Meistrell, Nick Meistrell, and Jenna Meistrell of Body Glove; Peter Maule of Marquee Brands; Daniel Jasper, Jill Renslow, and Sarah Schmidt of Mall of America; Mike Pohl of ACES Flight Simulation; Chris Klein, Jaime Cardenas, Casey Leppanen, Heather Peace, and Lori Nevares of LA Galaxy; Ian Wolfman and Jana Boone of meplusyou; David Ford and Don Rylander of Ford Consulting Group; Mark Rehborg of Tony’s Pizza; Vivian Callaway, Sandy Proctor, and Anna Stoesz of General Mills; David Windorski, Tom Barnidge, and Erica Schiebel of 3M; Nicholas Skally, Jeremy Stonier, and Joe Olivas of Prince Sports; Brian Niccol of Pizza Hut; Tom Cassady of JCPenney, Inc.; Charles Besio of the Sewell Automotive Group, Inc.; Lindsey Smith of GE Healthcare; Beverly Roberts of the U.S. Census Bureau; Sheryl Adkins-Green of Mary Kay, Inc.; Mattison Crowe of Seven Cycles, Inc.; Alisa Allen, Kirk Hodgdon, Patrick Hodgdon, and Nick Naumann of Altus Marketing and Business Development; and Nelson Ng from Dundas Data Visualization, Inc.

Those who provided the resources for use in the Marketing: The Core, 8th edition text- book, Instructor’s Manual, and/or PowerPoint presentations include: Todd Walker and Jean Golden of Million Dollar Idea; Karen Cohick of Susan G. Komen for the Cure; Liz Stewart of Ben & Jerry’s; John Formella and Patricia Lipari of Kodak; Erica Schiebel of 3M; Joe Diliberti of Consumer Reports; Patricia Breman of Strategic Business Insights (VALS); Brian Nielsen of the Nielsen Company; David Walonick of StatPac; Mark Reh- borg of Schwan’s Consumer Brands (Tony’s Pizza); Jennifer Olson of Experian Simmons;

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Kitty Munger and Mary Wykoff of Wendy’s; Mark Heller of RetailSails; Nicky Hutcheon of ZenithOptimedia; Amy Thompson and Jennifer Allison of Dell, Inc.; Adriana Carlton of Walmart and Rick Hill of Bernstein-Rein Advertising (Walmart); Janine Bolin of Saks, Inc.; Dr. Yory Wurmser of the Data and Marketing Association; and Elizabeth Clendenin of Unilever (Caress).

We also want to thank the following people who generously provided assistance with our Marketing: The Core, 8th edition In-Class Activities (ICAs) and associated PowerPoint presentations: Mitch Forster and Carla Silveira of Ghirardelli Chocolate Company; Karolyn Warfel and Betsy Boyer of Woodstream Corp. (Victor Pest); Leonard Fuld of Fuld & Co.; Maggie Jantzen of Starbucks Coffee Company; Michelle Green and Victoria Glazier of the U.S. Census Bureau; Lisa Castaldo of Pepsi; Muffie Taggert of General Mills; Robert M. McMath, formerly of NewProductWorks; Greg Rodriguez; Jeremy Tucker, Julia Wells, and Lisa Cone of Frito-Lay (Doritos); Susan Carroll and Bob Robinson of Apple, Inc.; Willard Oberton of Fastenal Company; Scott Wosniak and Jennifer Arnold of Toro; Kim Eskro of Fallon Worldwide (Gold’n Plump); Robin Grayson of TBWA/Chiat/Day (Apple); Katie Kramer of Valassis Communications, Inc. (Nutella/Advil); Triestina Greco of Nutella/Ferrero; Tim Stauber of Wyeth Consumer Healthcare (Advil); and Yvonne Pendleton and Lucille Storms of Mary Kay.