Q: The text covers all areas and ideas of the subject appropriately and provides an effective index and/or glossary
This text is very comprehensive. There is no index. A glossary of terms is provided at the end of each chapter.
Important key marketing concepts that are not present in the eText and would be useful additions:
o SWOT analysis – to support existing discussion about company Strengths, Weaknesses and external factors
o Text identifies “four components used in IMC: advertising, personal selling, sales promotion, and public relations” – Direct Marketing often considered a 5th
o Demand-oriented pricing explanation on page 255 feels incomplete and would benefit from an explanation of industry structures (monopoly, oligopoly, competitive markets, etc.)
Comprehensiveness Rating: 4 out of 5
Q: Content is accurate, error-free and unbiased
There are some minor inaccuracies in the text, mainly related to the fact that the text is quite dated. These include the following: • Page 17 definition of “Marketing Myopia” different from conventional literature, I believe.
• Suggest description of B2B on page 24 also includes Resellers
• Chapter 2, Exhibit 2: Approaches to Market is vague, particularly on the right side, and students may not understand the point
• Page 46 case study no longer accurate; Amazon does have ethnic books section
• Patent duration (17 years) on page 181 no longer accurate
• Page 227: Modern descriptions of the Sales Process often include the Approach step after Pre-Approach
• Page 246: “everyday low prices (ELP)” – now referred to as EDLP
Content Accuracy Rating: 3 out of 5
Q: Content is up-to-date, but not in a way that will quickly make the text obsolete within a short period of time. The text is written and/or arranged in such a way that necessary updates will be relatively easy and straightforward to implement
This text is very dated. Case studies and examples do not date beyond the year 2000. A significant effort would be required to update the text. Below is a list of examples of dated content that risks making the content feel irrelevant to students. A
o Armanprout Design example from 1999
o 1999 Toyota market research example
o Harley Davidson 1989
o “With downsizing and other cost-cutting activities prevalent during the 1990s”
o Sources/citations from 2000 and earlier
o Very dated ads
o Page 34: “Online advertising is still a relatively tiny market” and the subsequent two paragraphs about web traffic counting platforms
o Page 67: “Thanks to computer technology…”
o Page 115: “In 1978, about 14 per cent of all passengers had to change airlines to reach their destination; by 1995, this number fell to about 1 per cent.”
o Harris Poll exhibit 14 from 2000
• Term “World Wide Web” is quite dated; recommend that author replaces with “Internet”. Same for “dot-com company”.
• The initial Elvis example will date, as his death pushes beyond 20 years
• It may be worth replacing the AMA definition for marketing on page 10 to the 2013 version
• Page 74, dated projection: “Data-mining in itself is a relatively tiny market: sales of such programs will grow to maybe USD 750 million by 2001.”
• Generational discussions:
o Page 81: “As noted, many of the parents of today's kids are the baby boomers marketers have been tracking for over 40 years.”
• Kids are hooked online Info Box on page 85 – dated facts
• Page 92: “Do you ever wonder why Pepsi used Shaquille O'Neal in their advertisements?”
• Page 103: “The 2010s will be the "Linked Decade” – OK for now
• Electric car case that starts Chapter 5 requires updating
• Page 112: Blockbuster Video reference
• Newsline regarding economy on page 120 obsolete
• Page 122 reference to Palm handheld device
• Page 123 boxed article about online attitudes very dated
• Page 125 demongraphic stats very dated, e.g. US population
• Page 127 “baby boomlet” birth years described as, “This group spans 1975 to the present”
• European Union description page 152
• Japanese car market beginning chapter 7
• Banner advertising page 213
• Fax machines as a sales tool: “Fax casually. When you are flooded with faxes, forget about taking the time to send replies on new sheets of paper and fill out cover sheets. Instead, simply hand-write your replies at the bottom of the fax you received and turn it around.” Page 231.
• McDonald’s stats and pricing: page 237
• Page 251: “Candy bars now cost 60 cents or more, a customary price for a standard-sized bar.”
• Walmart stats: page 262
• Retail store stats: page 270
• Page 272: “Today, more than 40,000 businesses have established a home page on the Internet.”
• Page 273 box: “The death of retailing greatly exaggerated”
Relevance Rating: 1 out of 5
Q: The text is written in lucid, accessible prose, and provides adequate context for any jargon/technical terminology used
The text is lucid, but has two issues that will make it challenging for a first-year post-secondary student.
First, the prose is often very advanced and will not be accessible for many learners. Some example of the kind of language present:
o “wax so upbeat”
o “a changeless, ageless object of contemplation and veneration”
o “Definitions of marketing cannot flesh out specific transactions and other relationships among these elements”
o “Understanding the rudiments of marketing”
o “One of the first mistakes an organization might make is to allow the various functional areas to become proprietary.”
o “the walls of parochialism”
o “institutions tend to satisfy somewhat esoteric, often intangible, needs”
o “The most striking fact about IMC techniques is their cross-substitutability”
The test also regularly introduces technical marketing terminology without explaining it. Sometimes an explanation follows later in the text; sometimes not at all. Examples to be addressed:
o Page 15: “competitive differentiation”
o Page 16: “cues”
o Page 19: “segment its market”
o Page 24: “marketing mix”
o Page 27: “commission rate”
o Page 36: “intermediary”
o Page 39: “point-of-purchase”
o Page 41: “technical copy”
o Page 60: “marketing revolution”
o Page 111: “switching costs”
o Page 144: “tariffs”
o Page 160: “tangible”
o Page 161: “publics”
Clarity Rating: 1 out of 5
Q: The text is internally consistent in terms of terminology and framework
Generally consistent. A couple of recommended fixes:
• Stock tickers/symbols provided for some companies cited, but not for others
• “Dumping” definition on page 151 is a repeat from an earlier mention
• Term “tariff” used on page 144 but then defined on page 152
• Page 191: "In addition, the three components of the product are discussed.”, is stated but then followed by the four components that are discussed earlier in the chapter.
Consistency Rating: 4 out of 5
Q: The text is easily and readily divisible into smaller reading sections that can be assigned at different points within the course (i.e., enormous blocks of text without subheadings should be avoided). The text should not be overly self-referential, and should be easily reorganized and realigned with various subunits of a course without presenting much disruption to the reader.
The text is well divided and subheadings are used effectively.
The text does self-refer frequently. References to preceding chapters and content are made throughout the text, which would make it difficult to parse.
Modularity Rating: 4 out of 5
Q: The topics in the text are presented in a logical, clear fashion
Topics generally presented in a logical sequence, though Chapter 5 - International Marketing - may be too early in the chapter sequence.
Many topics presented clearly. Some, for various reasons, may not be clear to students:
o Chapter 3 very theoretical and dry – descriptions of the early parts of the marketing research process lack examples to make content engaging and clear. This compared to the Observation Technique example used later in the chapter, which is excellent.
o Chapter 3 gets very specific on elements of Market Research (example page 72 Sample Selection) that feels too specific for an introductory marketing text.
o The Chapter 3 description of the Marketing Research Process is quite theoretical and might benefit from a specific example that is used through the explanations of the steps – to make content more engaging and illustrative?
o Opportunity to use more visual framework aids, for example Maslow’s hierarchy of needs in Chapter 4.
o Some concepts are very advanced and may be inaccessible to average post-secondary student. For example: “IMC-harder than you think” on page 198.
o Page 66 info on Secondary Sources would really benefit from illustrative examples
o Exploration of term “new” in Products Chapter may get too detailed/esoteric for students – approx. page 177-179. I think the same can be said for the review of Communications Systems and terms on page 202.
o Target rate of return pricing explanation may be challenging for students to follow. A graph or another layout may help. Page 255.
o Exhibit 31 not explained
o Page 280: An example of a Contractual VMS would help to illustrate/explain the concept
o Same page, Horizontal MS could be updated to describe retail co-location partnerships such as Walmart and McDonald’s – page 281
Organization Rating: 3 out of 5
Q: The text is free of significant interface issues, including navigation problems, distortion of images/charts, and any other display features that may distract or confuse the reader
The PDF interface is generally clean, but has a few issues that should be addressed:
• Not clear to reader how pharma ad on page 20 relates to content
• Table on page 21 requires formatting, at least in PDF version
• Ad image on page 44 interferes with text – in PDF
• Page 44 weird formatting of word “Income” in first sentence: “Income is perhaps the most common demographic oasis for segmenting a market.” – in PDF
• Terms and definitions in the Key Terms sections at the end of the chapters is vertically jammed together – in PDF
• Exhibit 17, chapter 7, cut off on right side – in PDF
• Exhibit 20 cuts off the License title at the top of page 183 – in PDF
• What are meant as dashes in the PDF appear as hyphens without adequate spacing: “four of the IMC mix elements-advertising, sales promotion, public relations, and personal selling.”
• Table 11, page 218 is misplaced in PR section
• Minor: Page 242 bullet alignment (first bullet)
Interface Rating: 3 out of 5
Q: The text contains no grammatical errors
This text has a significant number of spelling, grammar and punctuation issues listed below:
• Quotation not sourced: “A textbook writer once noted, "Marketing is not easy to define. No one has yet been able to formulate a clear, concise definition that finds universal acceptance". – page 10
• Typo: “Yet a definition of some sort is necessary if we are to layout …” – should be “lay out”. – page 10
• Type page 12 and page 80: “Proctor and Gamble” – should be Procter
• Grammar on page 12: “There are literally thousands of examples of businesses—many quite small that have neither the resources nor the inclination to support an elaborate marketing organization and strategy.”
• Sentence fragment on page 12: “As opposed to the typical written mission statement that is handed down to employees from management.”
• Typo page 14: “and the Colorado's Vail Ski Resort”
• Typo page 16: “organization is accurate and as complementary as possible” – should be complimentary
• Wrong word page 17?: “Some US partners” – should be competitors?
• Grammar page 22: “they must use these monies in specific way”
• Page 24: End of this sentence requires a period: “In the case of Honda Motors, for example, it means building manufacturing plants in the US…”
• Typo page 25: “Nonmarketing institutions outside the firm facilitated the marketing process” – should be “facilitate”
• Page 26 – not sure why quotation marks used in this sentence: “"Introducing a certain number of new products usually" may lead…”
• Typo page 30: “The chapter, “Introducing marketing”, provides and overview of the importance …” – “and” should be “an”
• Grammar page 39: “Clearly, for companies that have a very large share of the market undifferentiated IT market coverage makes sense”
• Typo page 41: “able to analyze the needs and wants of only one segment and then focusing all its efforts” – focus
• Typo page 44 in the image description: “AD 2: The focus in on the pre-teen to young adult segment, assuming they will test product features at the store.”
• Typo page 44: “Income is perhaps the most common demographic oasis for segmenting a market.” – basis
• Typo page 45: “determining how long this information is necessary or effective is still any body's guess” – anybody’s
• Typo page 51: “Qualifications involves judgment.” – Qualification
• Typo page 54: “while Outside Magazine (www.outsidemag.com). clearly targets outdoor enthusiasts.” Delete the period after the URL.
• Typo page 65: “according to the design insures that”- ensures
• Typo page 66: “The second approach is the historical.” – missing word maybe? “the historical approach.”
• Typo: “Page 69: “respondent can provide” - respondents
• Typo/confusing sentence: “Computers are every—to extract significance from the blizzard of numbers, facts, and stats.”
• Typo page 83: “Whether complex 0r simple, the first step is need identificati on.” – spacing in “identification”
• Missing apostrophe, page 84: “The promotional component of the marketers offering” – marketer’s
• Page 86, comma placement: “in many cases ,will”
• Page 95: missing period after interaction: “and social interaction Modeling involves imitation…”
• Page 95, repeat sentence: “It is possible (and usual) to have needs that are latent (unstimulated) and that therefore do not serve as the motive of behavior.” The sources of this arousal may be internal (people get hungry), environmental (you see an ad for a Big Mac), or psychological (just thinking about food can cause hunger). “It is possible (and usual) to have needs that are latent (unstimulated) and that therefore do not serve as the motive of behavior.”
• Page 111: Wrong word. “Our entrepreneurs, Carol and Jane, aced several barriers to entry…” - aced
• Punctuation page 125: “entrepreneurial activities, Also, the extremely high” – period needed after “activities”
• Typo page 159: “understand the eight steps that makeup the new product development system” – make up
• Typo page 195: “Big ideas that have turned American Express in what some experts say” – “into”
• Word wrong page 199: “Historically, mass media has been characterized because of its general inability” – “by”
• Missing word page 210: “who the organization engages and gives policy” – ‘who in the’
• Missing word or punctuation page 214: “Public relations, too, is difficult to define as it deals with the ultimate intangible creating a positive image”
• Punctuation mistake; page 218: “first do good. and then take credit”
• Typo page 228: “when a presentation has been completed without any objectives from the prospect” – objectives
• Typo page 237: “In theory, McDonald's plan will payoff” – pay off
• Missing word page 251: “total price that is lower [than] if they were sold separately.”
• Punctuation, page 288: “The primary members of distribution channels are manufacturers, wholesalers, and retailers, Retailing is all..” – period needed
Grammar Rating: 1 out of 5
Q: The text is not culturally insensitive or offensive in any way. It should make use of examples that are inclusive of a variety of races, ethnicities, and backgrounds
This text is very US-specific. All examples, except in International Marketing chapter are US.
There are also some company and celebrity examples that today feel inappropriate.
• Page 44: Concern about appropriateness of Playboy example: “Playboy recently announced the introduction of a special edition aimed at the subscribers with annual incomes over USD 45,000”.
• All company examples from chapters 1-3 are U.S.-based
• Page 80: “Multiply Alyssa by 30 million-the number of babies born in this country since 1990”
• Page 95: “Marketers can make use of this concept by employing spokespersons to endorse their products and services who have strong credibility with their target consumers, as in the case of Bill Cosby (Jell-O).” – might consider a new example, in light of recent developments with Bill Cosby?
• “The Chairman of the US Federal Reserve determines interest rates charged by banks as well as the money supply, thereby directly affecting price (especially of stocks and bonds). He is considered by many to be the most influential person in the world.” – can be, and has been, a “she”
Cultural Relevance Rating: 2 out of 5
Q: Are there any other comments you would like to make about this book, for example, its appropriateness in a Canadian context or specific updates you think need to be made?
No. This book provides a comprehensive review of key marketing concepts, but requires 1) significant updating of real-world examples, all of which are pre-2000; 2) re-writing of some sectoins to make more accessible to make language more accessible and clear for leaner3) clean-up of spelling and grammar issues.