Overall, this textbook covers a majority of the marketing topics that should be covered in a Principles of Marketing class. Need to format so that a subheading appears with some or all of the body copy. The interface is clear and easy to navigate - clicking images isolates them, which is a good tool for some visual learners. Didn't notice any problems with the interface. Principles of Marketing by Tanner & Raymond does a really nice job of offering a comprehensive and relevant marketing text that can easily be modularized by instructors. Lastly, including a greater overview of the marketing aspects of cultural diversity plus marketing career options would cause this book to stand out among textbook options for this topic. Principles begins with a question to spark curiosity for the novice student of marketing. The text is missing a glossary of terms; adding one could be beneficial to readers. Written professionally and in simple sentences, this makes for accessible, adequate and easy to understand content. You must manage your time, deciding on how much study time you will devote to your management and accounting classes, for instance. 7 - Developing & Managing Offerings. The content is up-to-date as best as it can be. OpenStax is part of Rice University, which is a 501(c)(3) nonprofit. One of the partners, Zack Fortuna, was online one day trying to order some books for his daughters birthday. arbitrary year whose value as an index number economists define as 100; inflation from the base year to other years can easily be seen by comparing the index number in the other year to the index number in the base yearfor example, 100; so, if the index number for a year is 105, then there has been exactly 5% inflation between that year and the base year Other than a few formatting and pagination issues, nothing to note. The textbook lacks examples of nonprofit organization. Most pieces and examples in the book have longevity. However, the internal publication date is 2010. Now, cruise lines, hotels, car rental agencies, credit-card companies, and even mortgage companies give away airline miles with purchases. It is much better to use marketing strategies based on customer relationships and service, which are harder for the competition to replicate. Seems like a great resource to use for students. This book uses the In contrast, businesses that provide customer value believe that many customers will pay a premium for superior customer service or accept fewer services for a value price. Learn. To properly perform segmentation and targeting, you must understand analytics / gathering information. 1 - What is Marketing? Terminology is defined to aid understanding. The audio clips located throughout the online text are a nice edition that students reading a traditional textbook can not experience. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer "well, what this marketing strategy really worth it?" At the same time, a few more important topics could be added, the formatting/ structure of the text revised, and more culturally relevant content added. The course material is listed in modular fashion to easily transfer to canvas. It would be probably more appropriate to place strategic planning close to the chapter on segmentation, targeting, and positioning. The text is well organized; it also lends itself to skipping around and changing the order of the material as the instructor sees fit. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . 1999-2022, Rice University. See Figures 1.3 and 1.4 in Chapter 1 as examples. An index and glossary The text did not have any grammatical errors. Principles of Marketing by Tanner & Raymond is well written and in an accessible style. The resource is current, but some examples are a bit dated. This is often referred to as the "triple bottom line" of financial, social, and environment performance. As mentioned before, the hyperlinks make it very easy to navigate between different sections. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic. Most chapters are very relevant to the current marketing practices. Outline the planning and controlling processes. 2. Discussions. . 10 - Gathering and Using Information: Marketing Research & Market Intelligence Ch. Can't beat a free book. As an Amazon Associate we earn from qualifying purchases. are not subject to the Creative Commons license and may not be reproduced without the prior and express written The world in which most managers work is a messy and hectic stream of ongoing activity.2. The terms and jargon used is relevant and up-to-date. Communicating the Value Proposition. The content is based on a text written in 2010. read more. are licensed under a, Major Characteristics of the Manager's Job, How the Brain Processes Information to Make Decisions: Reflective and Reactive Systems, Administrative and Bureaucratic Management, External and Internal Organizational Environments and Corporate Culture, The Internal Organization and External Environments, Organizing for Change in the 21st Century, Ethics, Corporate Responsibility, and Sustainability, Dimensions of Ethics: The Individual Level, Ethical Principles and Responsible Decision-Making, Leadership: Ethics at the Organizational Level, Ethics, Corporate Culture, and Compliance, Emerging Trends in Ethics, CSR, and Compliance, Cultural Stereotyping and Social Institutions, Characteristics of Successful Entrepreneurs, Trends in Entrepreneurship and Small-Business Ownership, Strategic Analysis: Understanding a Firms Competitive Environment, Gaining Advantages by Understanding the Competitive Environment, A Firm's External Macro Environment: PESTEL, A Firm's Micro Environment: Porter's Five Forces, Competition, Strategy, and Competitive Advantage, The Strategic Management Process: Achieving and Sustaining Competitive Advantage, The Role of Strategic Analysis in Formulating a Strategy, Strategic Objectives and Levels of Strategy, Planning Firm Actions to Implement Strategies, Measuring and Evaluating Strategic Performance, An Introduction to Human Resource Management, Influencing Employee Performance and Motivation, Talent Development and Succession Planning, Benefits and Challenges of Workplace Diversity, Situational (Contingency) Approaches to Leadership, Substitutes for and Neutralizers of Leadership, Transformational, Visionary, and Charismatic Leadership, Opportunities and Challenges to Team Building, Factors Affecting Communications and the Roles of Managers, Managerial Communication and Corporate Reputation, The Major Channels of Management Communication Are Talking, Listening, Reading, and Writing, Formal Organizational Planning in Practice, Management by Objectives: A Planning and Control Technique, The Control- and Involvement-Oriented Approaches to Planning and Controlling, MTIIts Importance Now and In the Future, External Sources of Technology and Innovation, Internal Sources of Technology and Innovation, Management Entrepreneurship Skills for Technology and Innovation, Managing Now for Future Technology and Innovation, (Credit: Steve Bowbrick/ flickr/ Attribution 2.0 Generic (CC BY 2.0)), https://openstax.org/books/principles-management/pages/1-introduction, Creative Commons Attribution 4.0 International License. A very good comprehensive introduction for marketing. Web links, images, and figures allow for easy direction-finding. The books examples are all about 10 years old. Metrics Firms today have the potential to gather more information than ever before about their current and potential customers. OpenStax College OpenStax College is a non-profit organization committed to improving student access to quality learning materials. Nicole Colter. The authors argue for it effectively, but I don't know anyone in the marketing world who uses that term in the real world. I believe that you can effectively teach a Principles of Marketing class with this textbook, on its own, and especially in combination with other OER textbooks/resources. - Mission statements on p. 27 are outdated and reference links are broken. This text includes all of the major learning objectives covered in an introduction to marketing class. I like how this book understands how marketing has changed and explains variables in the environment that is effecting this change. Based on similar marketing text books I have read, this textbook is accurate and contains content that someone who is unfamiliar with marketing concepts will easily understand. The authors could consider moving all references to the end, as well as including a table of contents that the students could navigate (click on the headings), glossary, and an index. As the writing is on the succinct side, there is rarely a long writing blocks without division. Creative Commons Attribution License Simple, easy to read, accessible. ", The book is written well, free of grammatical errors. Deconstructing Management is a podcast created by college students for college students. Reviewed by Kelly Atkins, Associate Professor, East Tennessee State University on 10/21/19, The text contains the expected chapter topics related to Principles of Marketing. The text is easily separated into subunits. read more. The instructor using this resource should check all links and examples before assigning. Describe) and Comprehension (i.e. 8 - Using Marketing Channels to Create Value for Customers Ch. Study with Quizlet and memorize flashcards containing terms like accounting profit, average profit, average total cost and more. There is an obvious omission in international marketing. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for Consistent with the conditions of use, the texts simplicity allows for it to be modified easily. The authors have effectively integrated up-to-date examples that students will find interesting as well as integrated media (e.g., audio clips) and real life profiles (profiling an analytics manager at BNSF) to produce an engaging text. Pricing 2. 2. Retailing and Distribution as it relates to services Rather than structuring the text around the 4Ps or traditional Marketing Mix, the authors follow the premise that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. OER_Creator. Overall this is a very good introductory text, I was happy to see the authors incorporate many important topics that are frequently omitted in other texts. Marketing is the process of getting the right goods or services or ideas to the right people at the right place, time, and price, using the right promotion techniques and utilizing the appropriate people to provide the customer service associated with those goods, services, or ideas. read more. In accordance with marketing principles, the facts presented in the text are true to point. understanding of these factors can assist business owners in developing an effective strategy for the manufacturing and marketing processes. A table of content exists but unfortunately no subject index or glossary is provided. Metrics I have been facilitating marketing, analytics, sales, and consumer behavior classes since 2009 and this textbook does a good job of covering all of the marketing mix. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. 4. The font size and white space makes the content easy to read. In some exchanges, nonmonetary things are exchanged, such as when a person who volunteers for the company charity receives a T-shirt in exchange for time spent. Join this group. All images and figures can be enlarged if the viewer clicks on the displayed image. Whether it is today's price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. The marketing concept is based on the right principle. It also incorrectly over-inflates the role of sales in marketing curriculum. Each of these chapters is out of order. and you must attribute OpenStax. Without having a devoted chapter in international marketing, some basic concepts in international management are not presented. In some areas, the author glossed over without providing sufficient details. Thus, the program helps to create a long-term relationship with (and ongoing benefits for) the customer. Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). It does not appear to be biased in any way. When looking into how in-depth the book goes, it is not Principles begins with a question to spark curiosity for the novice student of marketing. I think the chapters on B2B behavior and Sales while good, may not be the most value-add for the students in class. I have not tested all these links. The author seemed to understand their importance, but not important enough to have their own sections. Discuss the impact that control has on organizational members. The author's claim that global coverage is built in throughout the textbook cannot be observed. It is important not to base value on price (instead of service or quality) because customers who only value price will buy from the competition as soon as a competitor can offer a lower price. Marketing is the process of getting the right goods or services or ideas to the right people at the right place, time, and price, using the right promotion techniques and utilizing the appropriate people to provide the customer service associated with those goods, services, or ideas. I also like the key takeaways at the end of each chapter. Updates to these sections should be easy to make. then you must include on every digital page view the following attribution: Use the information below to generate a citation. then you must include on every physical page the following attribution: If you are redistributing all or part of this book in a digital format, The book content is accurate with terminology and marketing concepts accessible for a university level student. Introduction to Demand and Supply; 3.1 Demand, Supply, and Equilibrium in Markets for Goods and Services; 3.2 Shifts in Demand and Supply for Goods and Services; 3.3 Changes in Equilibrium Price and Quantity: The Four-Step Process; 3.4 Price Ceilings and Price Floors; 3.5 Demand, Supply, and Efficiency; Key Terms; Key Concepts and Summary; Self-Check Questions; Review Questions The text is presented in units within each chapter that can be separated and or combined with other units for specific learning assignments or extracted to supplement learning. The content is based on a text written in 2010. The use of examples throughout the textbook is a good way to help a beginner to marketing understand the subject matter. I would recommend that market research come before the "Creating Offerings" section since that process is so integral to product (or "offering") development. Creating customer value is a core business strategy of many successful firms. I did not come across any areas that were not accurate. The structure, flow, and positioning of the different marketing topics within the individual chapters is logical, with the objectives in the beginning and a re-visitation of the key points and review questions at the end. The text content appears to be accurate, error-free and unbiased. The book uses creating, communicating, delivering, and exchanging value as elements of the marketing mix/strategy rather than the 4 Ps, and actively argues against the 4 P terminology, which is controversial. These claims are simply not validplanning does influence the effectiveness of the entire organization. 2 covers environmental scanning, so it is important for students to learn how to research trends and find information required for planning. 15 - Price Ch. If there is any criticism it is that some topics are covered very sparsely. The content is accurate and unbiased. If you're believing this, you could not be more mistaken. Most important, the content is updated and relevant. Before starting ChezPastis.com, Elisabeth and her partners were professional chefs, and their goal for their company is to make gourmet products available to the world. The textbook is mostly consistent in terms of terminology and framework. Consistent structure and writing style of marketing by Tanner & amp ; Raymond is modularity! 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