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Principles of Marketing

v5.0 Jeff Tanner and Mary Anne Raymond
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Preface

The field of marketing is changing at a breakneck pace. Most other principles of marketing textbooks are doing their best to keep up with changes, but often they fall short. Although it’s been some time since our last revision, we believe that Principles of Marketing v5.0 contains the most-up-to-date information on what’s going on in the field of marketing today—as well as how to do it. For example, Chapter 12 “Digital Marketing”, which was an entirely new chapter on digital marketing in 3.0, has been significantly updated to current trends in digital marketing.

What’s New in Version 5.0

The following offers a glimpse into what’s new in version 5.0 of Principles of Marketing. Updates include, but are not limited to, new corporate cases, many chapters feature new profiles of marketing professionals, and new videos showcasing marketing trends and examples.

  1. Added a discussion on how the COVID-19 pandemic has affected consumer behavior along with a new table.

  2. Updated new types of payment methods consumers are using.

  3. Updated table of companies with top brand values.

  1. Added a discussion of VARS (value-added resellers).

  2. Added an expanded discussion of B2B content marketing.

  3. Expanded the discussion on B2B marketing using social media networks.

  4. Added a new video on how to set up a virtual tradeshow.

  1. Added a discussion on market development (co-op funds).

  2. Added a discussion of connected TV (CTV) ads.

  3. Included the rise of livestreaming as a marketing channel during the pandemic.

  1. Added a Key Term definition for CDP (customer data platform).

  2. Added a discussion of privacy concerns and the controversy surrounding Meta Platform’s use of facial recognition software.

  3. Added information on digital ethnographies.

  1. Updated the statistics on the use of various social media sites by different demographics.

Supplements

Test Item Files

A robust test bank for each chapter allows you to assign easily self-scoring quizzes, midterms, and final exams. The questions span the full range of topics covered in each chapter so that you can test for comprehension. Questions are in a range of formats, too, from term matching to multiple choice to short essay, allowing for engaging variety no matter what the test.

Test Generator—Powered by Cognero

FlatWorld is pleased to provide a computer-generated test program powered by the leading assessment provider, Cognero, to assist instructors with selecting, randomizing, formatting, loading online, or printing exams. Please contact your local FlatWorld representative or FlatWorld support (support@flatworld.com) for more information or to request the program.

PowerPoint Slides

Present concepts easily to your students using the attractive, modern slide decks for each chapter. Decks include all of the topics and key concepts on separate slides so that you can customize to the topics you’re teaching. Visuals are matched with the text graphics, allowing for concept reinforcement. You can mix and match these slide decks with your own or use them as is in your lectures.

Instructor’s Manual

The instructor’s manual (IM) includes learning objectives, an outline, key takeaways, interactive activities, and key terms with definitions for each chapter.

FlatWorld Homework

Accompanying FlatWorld Homework for this text is provided in an easy-to-use interface. Multiple choice, fill-in-the-blank, matching, and other question types are available for use and are all auto-gradable. Students who utilize the homework questions should see their performance improve on examinations that are given using the Test Item File questions provided to adopters via Word documents or LMS packages.

Sample Syllabi

Sample syllabi based on either 16-week or 10-week terms provide useful templates that help new adopters transition from their current course textbook to Principles of Marketing. Faculty can download the syllabi from the FlatWorld website or they can be obtained by contacting your local FlatWorld representative or FlatWorld support (support@flatworld.com).

Online Quizzes and Flashcards

Autograded Quiz questions and Flashcards for student self-evaluation are organized by chapter and section and embedded in the online version of the book. Students can use the Quizzes and Flashcards to test their comprehension by section as they read and learn, once they have completed a chapter, or for test review.