Marketing: Real People, Real Choices, Global Edition, 11th edition

For undergraduate principles of marketing courses.

Companies don’t make decisions. People do.

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely and relevant, this reader-friendly text shows students how marketing concepts are implemented, and the impacts they can have on a company. Featuring new information, examples, and assessment, the 11th Edition continues its focus on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. It also emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan. With this text, students take an active approach to understanding marketing through decision making and are well equipped to tackle what’s happening in the world of marketing today.

This title is also available digitally as a standalone Pearson eText, or via MyLab Marketing, which includes the Pearson eText. Contact your Pearson rep for more information.

MyLab^® empowers you to reach every student. This flexible digital platform combines unrivaled content, online assessments, and customizable features so you can personalize learning and improve results, one student at a time. Learn more about MyLab Marketing.

Pearson eText is an easy-to-use digital textbook available within MyLab Marketing that lets students read, highlight, take notes, and review key vocabulary all in one place. For instructors not using MyLab Marketing , Pearson eText can also be adopted on its own as the main course material. Learn more about Pearson eText.

Hallmark and Updated Features

• NEW - 5 new Real People vignettes feature a variety of real decision makers—from CEOs to brand managers—who confront decisions in their jobs that relate to each chapter. These chapter-opening vignettes help students to understand how marketing plays out in real companies including Levi Strauss, PepsiCo, AdventHealth, and The Philadelphia Phillies.
• Here’s My Problem in each Real People vignette presents real options considered by the marketer. Students strengthen their critical-thinking skills by determining the best solution to each problem.
• Brand You sections show students how the topic of the chapter, such as research or pricing, plays an important role in developing their personal marketing plan.
• NEW and UPDATED - Marketing in Action Mini Cases, including 9 new and 5 extensively updated, cover an actual real firm facing real marketing challenges. Questions at the end let students decide what to do to get the company back on the right track.
• NEW and UPDATED - Discussion of the latest hot topics in marketing, including disruptions in the global marketplace (i.e., changes in the distribution of wealth, access to education, improvements in infrastructure), differences in have and have-not countries exposed by the Covid-19 pandemic, the US-China trade war, and much more, keep students up-to-date with current trends and events.

• Apply Marketing Metrics exercises provide additional opportunities for students to try their hand at applying some of the same metrics that today’s marketers use to help them make good decisions.
• NEW - Chapter 12, “Customer Experience” focuses on what makes for a great customer experience and teaches students best practices to achieve this.
• EXPANDED and NEW - Coverage of market research metrics and analytics show students how marketers can use exciting new tools to understand and harness ‘big data’ as they strive to identify and meet their customer’s needs—often literally on a one-to-one basis (Chapters 13 and 14). Eighty new key terms, numerous application examples that connect concepts to practice, and several tables and figures further illustrate important chapter material.

• Material is divided into four sections, focusing students’ attention on the sequential process of creating and delivering customer value.
• Each chapter has an integrative study map that includes an objective summary, key terms, and assessment—to ensure students understand and retain key information.
• A supplement at the end of Chapter 3 provides a framework that enables students to organize marketing concepts by chapter and create a solid marketing plan of their own.
• A conversational, jargon-free, and not overly academic writing style helps students connect with the material and take a personal interest in marketing.
• The Appendix provides a basic marketing plan and helpful how-to guidelines for the fictitious S&S Smoothie Company, giving students the foundation they need to craft a complete marketing plan.

Also available with MyLab Marketing: MyLab® empowers you to reach every student. This flexible digital platform combines unrivaled content, online assessments, and customizable features so you can personalize learning and improve results, one student at a time. Learn more about MyLab Marketing.

Plus, get anytime, anywhere access with Pearson eText: Pearson eText is an easy-to-use digital textbook available within MyLab that lets students read, highlight, take notes, and review key vocabulary all in one place. For instructors not using MyLab, Pearson eText can also be adopted on its own as the main course material. Learn more about Pearson eText.

Teach your course your way

• Mini Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges.
• The Video Library makes it easy for instructors to select videos and related assessments for their pre-built assignments. Videos help students understand why they’re learning key concepts and how to apply them in their careers. And auto-scored assessments save instructors valuable time in grading assignments.

• Pearson eText. This easy-to-use digital textbook, available with MyLab and Mastering, lets students read, highlight, and take notes all in one place, even when offline.
• Educational videos. Produced with authors and key contributors, our large library of assignable product videos helps students visualize complex concepts and, in some cases, solve problems.
• Homework and practice exercises in MyLab are correlated to the exercises in the text, reflecting each author’s approach and learning style. They regenerate algorithmically to give students unlimited opportunity for practice and mastery.

• Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time.
• Marketing Metrics Assignments let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing.