I also like the key takeaways at the end of each chapter. Overall, the content throughout the textbook is consistent. There is very nice coverage of supply chain and logistics beyond many other principles books. However, it is easy to read. read more. Book: Principles of Management (OpenStax) This Introduction to Business course develops students' understanding of business fundamentals with learning design structured around timely, real-world case studies and examples. The marketing plan section at the end is very useful. The author's own opinions can be found throughout the book without adequate supporting materials. I don't think molecularity is practical with an general overview text, unless you wanted to utilize some of the chapters as refreshers in broader topic on marketing. Each chapter has between 3-8 subsections that allows the material to be easily read by students. This group is a place to view resources created by users of our free, open Principles of Microeconomics 2e text and to create, upload, and share your own resources. Journalism, Media Studies & Communications, University of Minnesota Libraries Publishing, Chapter 3: Consumer Behavior: How People Make Buying Decisions, Chapter 5: Market Segmenting, Targeting, and Positioning, Chapter 7: Developing and Managing Offerings, Chapter 8: Using Marketing Channels to Create Value for Customers, Chapter 9: Using Supply Chains to Create Value for Customers, Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence, Chapter 11: Integrated Marketing Communications and the Changing Media Landscape, Chapter 12: Public Relations, Social Media, and Sponsorships, Chapter 14: Customer Satisfaction, Loyalty, and Empowerment, Chapter 15: Price, the Only Revenue Generator. The intention of "atoms-first" involves a few basic principles: first, it introduces atomic and molecular structure much earlier than the traditional approach, and it threads these themes through subsequent chapters. Adding chapters on International Marketing, Market Expansion Strategies and Ethics & Social Responsibility as well as updating some of the chapter business examples, case studies and discussion questions would be very helpful plus keep this book current. The layout of the textbook including learning objectives, sequencing, terminology, key takeaways, questions and activities is well organized. An index and glossary 6 members | 1 affiliated resource. The general principles addressed are relevant. I think the chapters on B2B behavior and Sales while good, may not be the most value-add for the students in class. I like the use of color throughout the textbook. read more. The majority of the text is up-to-date and relevant. One of the strengths of Principles of Marketing by Tanner & Raymond, which relates to its comprehensiveness, is the clarity offered for all the concepts presented. Case Study: Chobani. An offline HTML copy of the content. The structure of the text is consistent and the book gives example-based explanations of the main concepts. Our free textbooks are developed and. It is good to see that the textbook is up-to-date and recognizes that marketing must adapt to these changes. market. Group Resources. The sequence throughout the textbook flows from section to section. Principles of Marketing teaches the experience and process of actually doing marketing not just the vocabulary. 2011. 11 - Advertising, IMC, and the Changing Media Landscape Ch. A searchable index would add to the If your first job out of college is as an accountant, sales representative, or another entry-level position, you will appreciate the roles that your managers, both direct and senior level, play in an organization and the behaviors and actions that will get you recognized and appreciated. One common misconception is that some people see no difference between marketing and sales. Customers also benefit from stable relationships with suppliers. The concepts, definitions and strategies are accurate and unbiased. In addition, some of the links are broken. The book contained minor grammatical errors but at a level that the average student would not notice. Given the importance of ethical decision making, it needs to add/bolster content on ethics in marketing and add an index/glossary. . Other than that I was able to easily navigate through the chapters. read more. The message he got after attempting to place his order was frustrating: Sorry! I like how the content talks to rather than talks at the student. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. One of the key concepts in Principles of Marketing is target marketing which certainly can be interpreted as offensive to some people. The content is based on a text written in 2010. Revising these examples and other pertinent information in the text would not be an impossible task. Reviewed by David C Taylor, Assistant Pofessor, University of Houston on 3/27/18, A very good comprehensive introduction for marketing. Understand the importance of planning and why organizations need to plan and control. A searchable pdf in the downloaded format makes it easy to find content. Need to format so that a subheading appears with some or all of the body copy. This is the grayscale (black and white) paperback edition, with a donation made to OpenStax from every new copy sold. 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. OpenStax Principles of Accounting Group Description Access, develop and share resources created by the OpenStax community that align with OpenStax Principles of Accounting Volume 1 and Volume 2. Chapter 3 should be divided into more sections. and you must attribute OpenStax. However, I think the book does a great job at explaining the concept. In my opinion, he text is culturally sensitive. Key concepts are well-defined and presented in a plain language that is readily accessible to a wide audience. Please see complete list of errors in attached document. Learn. That said, as a primer on the subject of marketing, this is a great tool in lieu of students having to make a purchase. It does not appear to be biased in any way. The marketing concept is based on the right principle. The text includes many current examples, which are handled in a politically equitable way. A table of content exists but unfortunately no subject index or glossary is provided. Value Proposition Examples. Reviewed by Markus Biegel, Adjunct Faculty, California State University, Dominguez Hills on 8/12/20, I compared it to the McGraw Hill book that I have been using for the past 4 years and the topics (Chapters Topics and Sub-Topics) are pretty identical just in a slightly different order. Microeconomics OpenStax Introduction Principles of Microeconomics 2e covers the scope and sequence of most introductory microeconomics courses. The book is a possible alternative for average high school and college students if the goal is to learn the very fundamental concepts in marketing. Want to cite, share, or modify this book? 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. Size: PDF. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling, and overview of a marketing plan. For example, Chapter 4 is presented in the following sections: 4.4, 4.5, 4.6, 4.7, then 4.1, 4.2, 4.3. Rather than plan its products to meet this new preference, the company stayed with what had worked in the past and lost a ton of money. Yes, planning is important. The text is organized in a logical way where concepts taught at the beginning of the book are built upon later. Terms in this set (7) balance of trade (trade balance) the gap, if any, between a nation's exports and imports. Flashcards. And "what is the marketing ROI?" OpenStax Principles of Accounting Access, develop and share resources created by the OpenStax community that align with OpenStax Principles of Accounting Volume 1 and Volume 2. All content appears clear and free from distortion. Reviewed by Kristin Hagan, Associate Professor, Northern Virginia Community College on 6/20/17, This text includes all of the major learning objectives covered in an introduction to marketing class. 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. These references will continue to grow stale. The books examples are all about 10 years old. One of the partners, Zack Fortuna, was online one day trying to order some books for his daughters birthday. This text seems to target the North American audience, and readers from elsewhere might not readily relate to the examples provided. The cover page and the initial first pages are dull and uninspiring. OpenStax is part of Rice University, which is a 501(c)(3) nonprofit. Marketing is about creating exchanges. Customer value is the ratio of benefits for the customer (organization or consumer) to the sacrifice necessary to obtain those benefits. read more. The text is well organized; it also lends itself to skipping around and changing the order of the material as the instructor sees fit. Principles of Marketing by Tanner & Raymond articulates the core principles of marketing with accuracy and precision. However, my only criticism is that it does not touch on a huge Author:Management Students of Nicole ColterDate Completed:12/30/2021, Material Type: This creates a very consistent style that is easy to follow and should help with learning. 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. There are relatively few grammatical or spelling errors. These 10+ year old examples are too old to be relevant to students who are only 20 years old. This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing,. There are multiple examples given for each major topic to help students better understand the material. In addition to the textbook content for teaching marketing principals, there are many real-world examples offered to improve student understanding. The partners know that inventory has been an ongoing trouble spot but hadnt realized the effect it could be having on potential customers who get frustrated with delayed orders and go elsewhere. read more. This textbook combined with current articles and relevant cases could serve as a comprehensive set of materials for introductory marketing courses at the undergraduate level. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . I have also not had any negative comments from students. Explain the difference between customer value and customer satisfaction. Marketing communications has been and is continuing to change rapidly, and as a result, it is difficult for text books to remain current. The flow of the chapters is a positive element of the textbook. The images and figures presented in the text are clearly visible to the reader. 3. The links to the videos that I clicked on worked and each opened a new tab. You may have followed news reports on successful managers like Jeff Bezos of Amazon or Sheryl Sandberg of Facebook and want to learn what made them successful so you can emulate their practices in your business career. The text did not appear to contain any grammatical errors. There is very nice coverage of supply chain and logistics beyond many other principles books. OER Contributor, A podcast made by college students for college students. As of October 11, 2017, resources shared here pertain to OpenStax Princples of Macroeconomics 2e and not the original edition of OpenStax Princples of Macroeconomics. Very well organized text. I have not encountered any other issues. I would find it useful to include and discussed an example of an actual marketing plan. The rapid pace of change in marketing, especially digital marketing/social media and media in general make it difficult for textbooks to stay up to date. The text is accessible and will help guide the students through the different dimensions of marketing. I would prefer that market research to be closer to the front of book. read more. Thus, the program helps to create a long-term relationship with (and ongoing benefits for) the customer. As of October 11, 2017, resources shared here pertain to OpenStax Princples of Macroeconomics 2e and not the original . The material in this text is suitable for a basic marketing course. Written professionally and in simple sentences, this makes for accessible, adequate and easy to understand content. For example, the use of green for the Key Takeaway and blue for the Review Questions. The chapter layout of this textbook is similar to many other Principles of Marketing textbooks. At times, the reader might not be aware that the topic has shifted to a new one. Reviewed by Lori Rumreich, Assistant Professor of Marketing, Marian University on 3/5/19, This book provides comprehensive coverage of marketing principles equivalent to other textbooks. Could have perhaps used better images here and there but overall does the job. Focusing on customer retention can be a winning tactic; studies show that increasing customer retention rates by 5 percent increases profits by anywhere from 25 to 95 percent.2. You probably have some preconceptions of what management is all about. The minor grammatical and spelling issues do not hinder the reader. However, this marketing textbook contains all of the other key marketing concepts such as the 4 P's of marketing, strategic marketing, target market strategies, consumer and business buying behavior, and how to craft a marketing plan. Now, cruise lines, hotels, car rental agencies, credit-card companies, and even mortgage companies give away airline miles with purchases. Offline ZIP. The book covers all content generally covered in a Principles of or Introduction to Marketing course. 4 - Business Buying Behaviour Ch. read more. 15 - Price Ch. The text is very clear and terminology is easy to understand. If you are redistributing all or part of this book in a print format, For example, in the very beginning, the author claimed " about 1950 to 1990, businesses operated in the marketing era" without providing supporting materials to bolster the claim. I liked the way the topics were broken into micro concepts - makes it easy to assign the portions I find most relevant and supplement when needed. Most important, the content is updated and relevant. The only issue I have encountered is some broken links that refer to videos. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The marketing concept is the use of marketing data to focus on the needs and wants of customers in order to develop marketing strategies that not only satisfy the needs of the customers but also the accomplish the goals of the organization. Outline the planning and controlling processes. The Principles of Marketing textbook appears to be free of grammatical errors. There is certainly room for improvement from a formatting standpoint. The content is accurate and unbiased. The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo 7 - Developing & Managing Offerings. read more. Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. Learning Objectives are all at the lowest two levels of Bloom's Taxonomy - Knowledge (i.e. 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 external assessment. In some areas, the author glossed over without providing sufficient details. The resource is clear and easy to understand. The text is extremely consistent in its terminology and framework. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic. 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. The key take-aways and review questions after each section of a chapter are supplemented by end of chapter discussion questions and activities throughout. The book also uses "offerings" instead of "product". In the world of marketing, that is a problem. The book used "offerings" when referring to products and services consistently throughout the book. The content is accurate and the textbook cites sources for most of the provided information. are not subject to the Creative Commons license and may not be reproduced without the prior and express written Such structure makes it very manageable for the instructor to use the text in a typical North American semester. Deconstructing Management is a podcast created by college students for college students. Some of the longer sections could benefit from headings and subheadings. The same is for sustainability, ethics, and social responsibility. The text presents the marketing mix in terms of four activities or components of marketing: creating, communicating, delivering, and exchanging value. If you are redistributing all or part of this book in a print format, Lexus consistently wins awards for its outstanding customer satisfaction. This group is a place to view resources created by users of our free, open Principles of Macroeconomics 2e text and to create, upload, and share your own resources. This can be seen in Chapter 1 concerning some of these changes: Ethic and Social Responsibility 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. If this book had been available in 2009 as an open resource, I would have used it. A very good comprehensive introduction for marketing. To encourage exchanges, marketers follow the right principle. In a typical exchange, a consumer trades money for a good or service. elasticity. There are not many examples/photos that demonstrate a variety of races, ethnicity, or backgrounds. Most successful organizations have adopted the marketing concept. To properly perform segmentation and targeting, you must understand analytics / gathering information. Key topics include the role of business, the global economic and legal environment, ethics, marketing, accounting and . I would suggest combining the textbook with relevant current marketing articles and cases. This section should offer the following descriptions: analysis of target market and . 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, However, one thing I would add in the chapter titles would be "retailing. As of October 11, 2017, resources shared here pertain to OpenStax Principles of Economics 2e and not the original edition of OpenStax Principles of . The examples used in the text are up-to-date and relevant. Thank you. It is mostly easy to follow. The links to videos were accessible; however, some were no longer available. Based on the scale below: content is accurate, but has a very American bias. There were few grammatical errors in the text. The "review questions" are brief, yet add to what was discussed throughout the chapter. Think about the last exchange (purchase) you made: What if the price had been 30 percent higher? Principles of Marketing by Tanner & Raymond is well written and in an accessible style. Ideas to increase retention are: 1. Web links, images, and figures allow for easy direction-finding. The resource is current, but some examples are a bit dated. Overview:Are you bored by textbooks? Topics are presented in a logical and clear manner, which aids readability and understanding. Two changes I recommend are: 1. Specifically, the marketing concept involves the following: Today, companies of every size in all industries are applying the marketing concept. However, based on my experience in the classroom, a few suggestions are in order. 14 - Customer Satisfaction, Loyalty, and Empowerment Ch. Are you overwhelmed trying to keep up with the reading in all your college classes? Including profiles of marketing professionals from a variety of races, ethnicities, and backgrounds would be one way of addressing this weaknesses. The terms and jargon used is relevant and up-to-date. Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). It is written in a straight forward manner that students would easily understand. Ethics and social responsibility Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. OpenStax Principles of Management Access, develop and share resources created by the OpenStax community that align with OpenStax Principles of Management. Again, a good primer, or refresh for an upper-level marketing course. Disney found that some of its patrons really disliked waiting in lines. Enterprise Rent-A-Car found that its customers didnt want to have to drive to its offices. The textbook also cites sources for most of the provided information. We turn now to the advantages and disadvantages of group decision-making. The author seemed to understand their importance, but not important enough to have their own sections. The text appears to be culturally relevant. It even adds a chapter that is not in many other textbooks: "The Marketing Plan." I think it makes it easier for students to learn key terms and key concepts when they are highlighted on the sidebar (similar as in many mainstream textbooks). OpenStax About the Book Principles of Accounting is designed to meet the scope and sequence requirements of a two-semester accounting course that covers the fundamentals of financial and managerial accounting. I did not notice any concerted effort to include diverse backgrounds in this text. It is important to cite sources, however it would be better to include these lists of sources at the end of a chapter, rather than in the middle of a chapter. I did not notice any grammar problems in the text (and I typically find lots of grammar problems when I am editing). The internal date seems accurate based on the examples and citations used throughout the textbook. I think that using more illustrations (and examples) would make the chapters more user-friendly. Creative Commons Attribution License This is less about this book than about the way in which most business textbooks are written. The material is presented in comprehensive way. 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: marcusrg/ flickr/ Attribution 2.0 Generic (CC BY 2.0)), https://openstax.org/books/principles-management/pages/1-introduction, https://openstax.org/books/principles-management/pages/17-introduction, Creative Commons Attribution 4.0 International License. I did not note any direct effort to be inclusive in the examples provided. It is in no way offensive; in fact, its style and variety of examples promotes inclusion and it is adaptable to alternate cultural contexts through a shift in frame to include broader contexts. After all, they are a small business in an unpredictable environment, and they dont want to frustrate employees with a potentially impossible goal. This review originated in the BC Open Textbook Collection and is licensed under CC BY-ND. University of Minnesota Libraries Publishing, Attribution-NonCommercial-ShareAlike I think the book would have benefitted from multiple, additional visuals to clarify complex topics. Definitions, principles, and concepts presented in the text are correct. This is good to see. Buoyed by this success, the company planned and manufactured a saltwater taffy Easter Bunny and produced the Santa at Christmas again. 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. With so much content in marketing to cover, a standing-alone chapter on professional selling is uncalled for. ", However, I see "he or she" is used. After all, planning time takes away from doing time. Managers often make such statements, possibly as a way of rationalizing their lack of a formal planning program. Make better use of formatting to ensure students can see quickly key concepts and definitions on a page, for instance, make better use of headings & subheadings and include key concept definitions in the margins of the page. Accurate content with image sources and references. I do not use it as a standalone assignment for reading, as I also have many cases and simulations. 2. This is a key feature of this book and one most appreciated by my students. The text contains the expected chapter topics related to Principles of Marketing. The headings are easily overlooked as presented. Overall, this textbook is accurate and error-free. Ch. 9 - Using Supply Chains to Create Value for Customers Ch. Access, develop and share resources created by the OpenStax community that align with OpenStax Principles of Management. are not subject to the Creative Commons license and may not be reproduced without the prior and express written read more. We make learning management not suck. As mentioned before, the hyperlinks make it very easy to navigate between different sections. This is generally done by chapters and units within the chapters. However, the promotion related chapters are very out of date in today's tech driven e-marketing and social media marketing world. Our mission is to improve educational access and learning for everyone. These claims are simply not validplanning does influence the effectiveness of the entire organization. The content is objective, thorough, and accurate. The chapter on professional selling could be removed or covered within chapter one as a portion of the explanation on the aspects of marketing. are not subject to the Creative Commons license and may not be reproduced without the prior and express written Consistency is strong and consistent across chapters. Jun 14, 2022 OpenStax. I am sure there are some, including mistyped words but every book I have used had a few of those. All video and web page links also worked well. read more. The text has a logical flow. Reviewed by Ricardo McCoy, Adjunct Professor, Trine University on 3/3/21, 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.
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