Preface

The fifth edition of Canadian Marketing in Action has been revised on the basis of feedback from current and potential adopters who expressed a desire for a practical marketing textbook that contained new information about e-commerce and Internet marketing, a stronger focus on integrated marketing communications, and more and new examples to demonstrate key concepts. All this has been achieved while maintaining the page count and price point that will be attractive to students.

The original concept of the book has not changed. This book originated because the education market in Canada wanted a good, wholly Canadian resource for teaching marketing. Canadian Marketing in Action provides a careful balance between theory and practice and presents material in a clear, concise style and readable format that students appreciate. It also meets the needs of faculty who face the pressures of time and reduced course hours allocated to introductory marketing courses.

In the past few years, so much has changed in the field of marketing. The increasing role of the Internet, the emphasis on relationship marketing and business partnerships in the channel of distribution, and the concept of integrated marketing communications have resulted in another extensive review of the manuscript.

In addition to meeting the needs stated above, my personal goal was to produce the most up-to-date text in marketing, a text that would not only reflect the state of current marketing practice but also one that would indicate the future direction of marketing in Canada. The key to meeting this challenge was integrating Internet marketing concepts and illustrations in appropriate chapters and adding a new chapter dedicated solely to e-marketing principles. I would encourage instructors and students to refer to this chapter whenever key issues about Internet marketing crop up in class discussion.

The market for an introductory marketing textbook is very competitive: several longstanding and successful books are readily available to teachers and students. Now in its fifth edition, Canadian Marketing in Action is one of those books. When you review the features of the book described in the next section, I am confident you will find it unique and worthy of consideration.

Critical Issues
This edition focuses on essential issues that are shaping contemporary marketing practice. Among these issues are: e-commerce and e-marketing, relationship marketing and partnering; socially responsible marketing; total quality management; the impact of technology on marketing strategy; database marketing and customer retention strategies; and integrated marketing communications.

Features
Input from reviewers has resulted in several key changes to the fifth edition of the text. Among the more important and exciting changes and additions are the following: in appropriate chapters, e-marketing content and illustrations have been added, so there is content dispersed throughout the book. In addition, a stand-alone chapter called “E-Marketing” (Chapter 17) has been included. This chapter presents the fundamentals of e-marketing in a concise manner. Needless to say, the world of Internet marketing is changing rapidly, so the content is as up-to-date as it can possibly be.

• Integrated marketing communications is now a three-chapter, instead of a two-chapter, section. The direct marketing chapter has been completely changed, and now it concentrates on Direct Response and Interactive Communications techniques. It appears as the second chapter in the section. The first chapter in this section deals with Advertising and Public Relations, and the second deals with Sales Promotion, Personal Selling, and Event Marketing and Sponsorship
• Of the 38 Marketing in Action vignettes (2 per chapter), 36 are new. These vignettes reflect newsworthy stories about key concepts. New companies featured in the vignettes include Coca-Cola, Pepsi-Cola, Toad Hall, Apple, Maytag, Ford, General Motors, Procter & Gamble, Unilever, Mazda, Campaq, Shoppers Drug Mart, Harry Rosen, Tim Hortons, Nortel, and Dell, among many others
• Countless new visual illustrations have been added to give the text a fresh, new look. New ads and illustrations from Gillette, 3M, Ford, Visa International, Xerox, Jaguar, Callaway Golf, Kellogg, United Way, and many others aptly demonstrate important marketing concepts
• Due to the influence of technology on marketing, there is a new focus on direct response and interactive communications techniques in the new Integrated Marketing Communications section of the textbook. The section on Internet advertising has been expanded to cover the latest developments and considers the impact the Internet is having on the development of communications strategies
• Where appropriate, discussion of key topics has been enhanced. Key topics include relationship marketing practices, the role and influence of technology on marketing practice, lifestyle changes and its effect on marketing, new competition created by the presence of the Internet, disintermediation and re-intermediation in the channel of distribution (another Internet phenomenon), the development of new distribution strategies as a means of growth, and the increasing role of direct and individualized communications with customers
• The new edition retains important elements of the previous editions. The text is presented in a practical, student-oriented style and provides good balance between theory and practice. It is written from a Canadian perspective while considering the influences on marketing from all over the world. No American co-authors influence the direction this book takes or the emphasis it places on the topics covered
• All the traditional marketing theories are included. Essential topics, such as the marketing mix, internal and external influences on marketing, consumer and organizational buying behaviour, market segmentation, target marketing and positioning, strategic planning, and marketing research principles, are presented. All these concepts are considered in the context of consumer marketing, business-to-business marketing, services and not-for-profit marketing, and global marketing

Pedagogy
Learning Objectives Each chapter starts with a list of learning objectives directly related to the key concepts presented in the chapter.

Photos, Figures, Charts, and Advertisements Throughout each chapter, key concepts and applications are illustrated with strong visual material. Sample advertisements augment the Canadian perspective.

Key Terms Key terms are highlighted within the text, listed at the end of each chapter with page references, and defined in the glossary at the end of the text.

Weblinks Helpful Internet sites are provided throughout the text and are easily identifiable by the weblinks icon displayed in the margin.

Chapter Summaries Chapter summaries appear at the end of the chapter and help reinforce main points and concepts.

Review Questions and Discussion and Application Questions Both sets of questions allow students to review material and apply the concepts learned in the chapter.

E-Assignments Each chapter includes one or two exercises that will involve the student in using the Internet or evaluating the role of the Internet in developing marketing strategies.

Appendix The Financial Implications of Marketing Practice Appendix A is a marketing mathematics section, expanding on the content presented in the pricing chapters.

Glossary A glossary of key terms and definitions appears at the end of the textbook.

CBC Video Cases A new selection of videos is available with the fifth edition. These videos were selected from three CBC shows: Venture, Undercurrents, and Marketplace. Details of how to include the videos in class discussion are included in the Instructor’s Manual. Each video visually portrays an important element of marketing that was discussed in the textbook. Each case is described briefly, and a short series of questions is included to stimulate discussion.

Canadian Marketing Cases
Sixteen cases, including ones featuring such companies as Kellogg, Dylex, Kraft Canada, and Bauer Nike Hockey, appear in the Instructor’s Manual and on the Canadian Marketing Cases web site (www.pearsoned.ca/tuckwellmarketing). Several of the cases are quantitative in nature and will give the student an opportunity to apply various pricing concepts. They are ideal for in-class discussion or take-home assignments. Of the 16 cases that are included (2 cases for each section of the text), 14 cases are new. The two cases retained from the fourth edition have been updated. For a complete list of the cases to be found in the Instructor’s Manual and on the Canadian Marketing Cases web site, refer to page 542.

Supplements
Instructor’s Manual with Video Guide and Canadian Marketing Cases
Prepared by the author, the manual includes learning objectives, chapter summaries, answers to chapter questions, additional illustrations of key concepts, 18 Canadian marketing cases, guideline answers to case questions, and a synopsis of video cases.

Canadian Marketing Cases Web Site
This new feature invites students to visit the Canadian Marketing Cases web site at www.pearsoned.ca/tuckwellmarketing to access each of the 16 cases.

Test Item File
More than 1500 questions have been prepared to help test the students on the material they have studied. Emphasis is placed on application-oriented multiple-choice questions in the fifth edition. The Test Item File is available in hard copy and in disk format.

Pearson Education Canada Test Manager
The Pearson Education Canada Test Manager merges the Test Item File with a powerful software package in the Windows platform. With the Pearson Education Canada Test Manager’s user-friendly test-creating abilities, you can create tailor-made, error-free tests quickly and easily. The Test Manager allows you to create an exam, administer it traditionally or online, and evaluate and track students’ results—all with a click of the mouse.

Transparency Resource Package
Over 250 transparencies culled from the textbook, or specifically designed to complement chapter content, are available electronically in PowerPoint software. The slides can also be viewed at
www.pearsoned.ca/tuckwellmarketing.

CBC Videos
The videos that accompany the fifth edition cover a broad range of marketing topics and feature well-known Canadian and international companies. The problems and opportunities faced by these companies and the strategic direction they might consider can be the focal point of student discussion or assignments.

Organization of the Textbook
The book is divided into eight sections of study:

Part 1 — Marketing Today The initial section presents an overview of contemporary marketing, its processes, and practices. It introduces the concept of the marketing mix and presents external influences that influence the planning and implementing of marketing programs. Special topics include social responsibility, relationship marketing, technology and the role it plays in marketing today, the Internet and e-commerce, and globalization of marketing practice.

Part 2 — Marketing Planning This section examines the marketing planning process and how marketing contributes to the achieving of company objectives. The concepts of relationship marketing and partnering strategies, cross-marketing, and strategic alliances are discussed in detail. The role and process of marketing research is examined closely.

Part 3 — Buying Behaviour The focus of this section is on the behaviour and decision-making processes of consumers and business and industry customers. It includes updated coverage of demographic, social, and cultural trends that shape contemporary marketing strategies. Purchase-decision procedures for both consumer and business markets are examined in detail. How such information is used to develop marketing strategies is the focus of Chapter 6. In this chapter, the concepts of market segmentation, target marketing, and positioning strategies are presented in detail.

Part 4 — Product In this section, the text examines the first element of the marketing mix. How products are developed, marketed, and managed is the focus of the product chapters. This section includes coverage of branding strategy, package design, new product development and innovation, and rejuvenation strategies for established products.

Part 5 — Price The role of price in the marketing mix is shown in this section. The discussion deals with pricing strategies, the role of pricing in achieving corporate objectives, and methods for determining prices. How the price function is managed in business organizations is also discussed.

Part 6 — Distribution This section concentrates on the roles of distribution planning and physical distribution, wholesaling, and retailing, carefully examining how each fits into the marketing mix. The role and impact of the Internet on the distribution of goods and services is a major topic of discussion. Also, discussion on emerging trends, such as vertical and horizontal integration and e-tailing, are discussed in more detail than in the previous editions.

Part 7 — Integrated Marketing Communications This section has been reorganized to include three distinct chapters dealing with related marketing communications strategies. The initial chapter covers advertising and public relations. The second chapter covers direct response and interactive communications. The third chapter concentrates on sales promotion, personal selling, and event marketing and sponsorships. The intent is to show how communications strategies are integrated in order to achieve marketing objectives.

Part 8 — Emerging Directions in Marketing Marketing is a constantly changing evolving discipline. With this in mind, this section now includes a stand-alone chapter on e-marketing. While e-marketing concepts are integrated throughout the text, it is important for a student to understand the fundamentals of e-marketing while appreciating that is an addition to, and not a replacement of, traditional marketing practices. The unique considerations of services and not-for-profit marketing and the importance of global marketing are also presented in this section.

Acknowledgements
Many organizations and individuals have contributed to the development of this textbook. I would like to thank the following organizations sincerely for their cooperation and contribution.

For undertaking the tedious task of reviewing the textbook at various stages of development, I am indebted to my colleagues. The input provided by each of you was appreciated. I would like to sincerely thank John Cavaliere, Sault College; Jim Coughlin, Sir Sandford Fleming College; Michael Hockenstein, Vanier College; Steve Janisse, St. Clair College; Henry Klaise, Durham College; Steve Lees, Algonquin College; John Lille, Centennial College; Peter J. MacDonald, Cambrian College; Deb Reyner, Conestoga College; Shelley M. Rinehart, University of New Brunswick; Murray Sang, Concordia University; Ted Seath, Durham College; Dave Sherlock, Sir Sandford Fleming College; and Mark Valvasori, Mohawk College.

For making a contribution to the Canadian marketing cases, I would like to sincerely thank Gary Bissonette, CEO of the Kingston Family Y. Kingston, Ontario. Gary provided the Western Trail Clothing Case and the “Fit for Life” case.

From Pearson Education Canada, I would like to pass on a special “thank you” to Mike Ryan, Acquisitions Editor; Lisa Marshall, Associate Editor; Pamela Voves, Associate Editor; Marissa D’Andrea, Production Editor, and Rohini Herbert, Copyeditor.

Finally, I must thank the members of the Tuckwell family for their patience and understanding. Again, they have prevailed through an experience that seems like a never-ending process. To my wife Esther, and to Marnie, Graham, and Gord…thank you!

Keith J. Tuckwell
2001