Marketing 14th Edition by Roger Kerin

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 FOURTEENTH EDITION

MARKETING
Roger A. Kerin • Steven W. Hartley
INNOVATION
In today’s fast-paced and demanding educational environment, innovation is es-
sential to effective learning. To maintain Marketing’s leadership position in the mar-
ketplace, the author team consistently creates innovative pedagogical tools that
match contemporary students’ learning styles and interests. The authors keep their
fingers on the pulse of technology to bring real innovation to their text and pack-
age. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides,
and an online blog augment the McGraw-Hill Education online innovations such as
Connect, LearnSmart, and SmartBook.

In-text Links. You can see Internet links in magazine ads; on television program-
ming; as part of catalogs, in-store displays, and product packaging; and throughout
Marketing, 14/e! These links bring the text to life with ads and videos about prod-
ucts and companies that are discussed in the text. These videos also keep the text
even more current. While each link in the text has a caption, the links are updated
to reflect new campaigns and market changes. In addition, the links allow readers
to stream the video cases at the end of each chapter. You can simply click on the
links in the digital book or use your smartphone or computer to follow the links.

Twitter Feed and Online Blog. Visit www.kerinmarketing.com to participate in

Marketing’s online blog discussion and to see Twitter feed updates. You can also
subscribe to the Twitter feed to receive the Marketing Question of the Day and re-
spond with the #QotD hashtag.

Connect, LearnSmart, and SmartBook Integration. These McGraw-Hill Educa-

tion products provide a comprehensive package of online resources to enable stu-
dents to learn faster, study more efficiently, and increase knowledge retention. The
products represent the gold standard in online, interactive, and adaptive learning
tools and have received accolades from industry experts for their Library and Study
Center elements, filtering and reporting functions, and immediate student feedback
capabilities. In addition, the authors have developed book-specific interactive as-
signments, including (a) auto-graded applications based on the marketing plan
­exercises, and (b) activities based on the Applying Marketing Metrics box and mar-
keting metrics presented in the text.

Innovative Test Bank. Containing more than 5,000 multiple-choice and essay
questions, the Marketing, 14/e Test Bank reflects more than two decades of innova-
tions. The Test Bank includes “visual test questions” in each chapter to reward stu-
dents who made an effort to understand key graphs, tables, and images in the
chapter.

vii
 McGraw-Hill Connect® is a highly reliable, easy-to-
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that utilizes learning science and award-winning
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answered, making McGraw-Hill Using Connect improves retention rates
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reliable, and precise. scores by 9.1 percentage points.

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Quality Content and Learning Resources require it; instructor
satisfaction increases
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matter experts, and is available to your class through a
simple and intuitive interface.
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access their reading material on smartphones
and tablets. They can study on the go and don’t
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use Connect.

Trusted Service and Support

▪ Connect integrates with your LMS to provide single sign-on and automatic syncing
of grades. Integration with Blackboard®, D2L®, and Canvas also provides automatic
syncing of the course calendar and assignment-level linking.
▪ Connect offers comprehensive service, support, and training throughout every
phase of your implementation.
▪ If you’re looking for some guidance on how to use Connect, or want to learn
tips and tricks from super users, you can find tutorials as you work. Our Digital
Faculty Consultants and Student Ambassadors offer insight into how to achieve
the results you want with Connect.

www.mheducation.com/connect
NEW AND REVISED CONTENT
Chapter 1: Update of Chobani’s Success Story, New
Showstopper Analysis, and New Material on Ritz-
Carlton and Patagonia. Chobani’s continued success
at creating customer value is discussed and updated.
One of the company guidelines, “A cup of yogurt won’t
change the world but how we make it might,” new prod-
ucts such as Drink Chobani and Chobani Flip, and adver-
tising campaigns such as “Love This Life” are presented.
Discussion of Elon Musk and his success with entrepre-
neurial endeavors such as Zip2, PayPal, SpaceX, and
Tesla has been added to the Marketing and Your Career
section. New-product examples such as smart glasses
and the YoYo car subscription service have been added
to the discussion of potential “showstoppers” for new-
product launches. Discussion of the Ritz-Carlton’s use
of relationship marketing concepts and Patagonia’s
Common Threads Initiative have also been added.
Chapter 2: Updated Chapter Opening Example, Ad-
dition of a New Example of Social Entrepreneurship,
and New Discussion of Uber’s Changing Business
Definition. The Chapter 2 opening example discusses
Ben & Jerry’s mission to make fantastic, sustainable,
world-changing ice cream. Free Cone Day has been
added to the discussion of creative marketing strategies
used by the company to help accomplish its mission.
The social entrepreneur venture Swipe Out Hunger
has been added to the 30 Under 30 Forbes Social
Entrepreneurs discussion in the Making Responsible
Decisions box. In addition, the discussion of business
definitions and business models now describes how
Uber has changed its definition from a cab service, to a
ride-sharing service, to a delivery service. The applica-
tion of the Boston Consulting Group business portfolio
model to Apple’s product line has been updated to
include changes related to the Apple Watch, the
iPhone, and the iPad/iPad mini tablet devices.
Chapter 3: Update of New Trends in Marketing,
New Discussion on Generation Z, and New Discus-
sion of Gender-Neutral Marketing Actions. The dis-
cussion of new trends such as the growing reliance on
x
social media brand advocates, changes in global free
trade agreements, the proliferation of artificial intelli-
gence applications, the growth of micro-shopping
events, and the issue of “fake” news has been up-
dated. Generation Z, the post-millennial generation,
has been added to the discussion of generational co-
horts. The Making Responsible Decisions box includes
new examples such as P&G’s recyclable shampoo
bottles, Unilever’s “brands with purpose,” and Apple’s
“greenest building on the planet.” New gender-neutral
marketing actions have been added to the Changing
Attitudes and Roles section. Discussions of new trends
in technology, such as the growth of automation (e.g.,
autonomous cars, drones, and robots), digital assis-
tants (e.g., Amazon’s Alexa), and wearable technology,
and the U.S. Patent and Trademark Office decision to
issue trademarks for hashtags have also been added.
Chapter 4: New Discussion of Samsung Phones in
Ethics of Exchange Section, and Update of Market-
ing Insights About Me Box. The fire hazard created by
Samsung Galaxy Note 7 batteries has been added as
an example of consumers’ right to safety in the Ethics
of Exchange section. The Marketing Insights About Me
box has been updated to direct students to the Corrup-
tion Perceptions Index. New text in the Stakeholder Re-
sponsibility section describes how Volkswagen AG was
fined for using software that disguised the level of
emissions from its cars. In addition, the financial impact
of counterfeit products has been updated.
Chapter 5: New Coppertone Video Case, New Sec-
tion on Consumer Touchpoints and Consumer
Journey Maps, and New Figure to Illustrate a
Consumer Journey Map. A new section describes
consumer touchpoints, the product, service, or
brand points of contact with a consumer, and con-
sumer journey maps, the visual representation of all
touchpoints where a consumer comes into contact
with a company’s products, services, or brands. The
new Figure 5–4 illustrates a consumer journey map
for electronic devices sold by Apple in stores. The
Marketing Matters box has been updated to reflect
the latest procedures for BzzAgents. In addition, the
chapter ends with a new video case about Copper-
tone and how an understanding of consumer behav-
ior is the basis for its marketing activities.
Chapter 6: New Examples Including Lockheed
­ artin and BMW, and Updated Marketing Matters
M
Box Regarding eBay Business Supply. The description
of government markets has been updated to include
the Orion Multi-Purpose Crew Vehicle being devel-
oped by Lockheed Martin. In addition, the Buyer–
Seller Relationship section now includes GT Advanced
Technology’s $578 million contract with Apple to pro-
duce iPhone camera lenses and screens as an exam-
ple of a long-term agreement. BMW’s purchase of a
Cloud-based data management system from IBM has
been added as an example of a new buy. In addition,
the Marketing Matters box has been updated to reflect
eBay’s trading platform, eBay Business Supply, which
generates $4 billion in sales annually.
Chapter 7: Updated Chapter Opening Example Re-
garding Amazon in India, and Addition of UK With-
drawal from the EU. The chapter opening example is
completely updated to describe the opportunities and
challenges Amazon faces as it invests billions of
­dollars in India. The section Marketing in a Dynamic
Global Economy has been revised to reflect increasing
economic protectionism, including the withdrawal of
the United Kingdom from the European Union, and
discussions regarding possible changes in the North
American Free Trade Agreement. In addition, Listerine
has been added as a new example of product adapta-
tion in the Product and Promotion Strategies section.
Chapter 8: Updated Chapter Opening Example, New
Primary and Secondary Data Coverage, and New
Discussion of Artificial Intelligence. The chapter
opening example has been updated to reflect the use
of marketing research in movies such as War Dogs,
­Arrival, and Edge of Tomorrow. An update of the Second-
ary Data section reflects the upcoming 2020 Census.
The Primary Data section has been updated to include
new Nielsen program ranking data, an example of
­Gillette’s use of observational data, a discussion of the
growing use of neuromarketing technologies, and a
description of McDonald’s use of test markets in devel-
oping its delivery service. In addition, artificial intelli-
gence is discussed as part of the Intelligent Marketing
Enterprise Platform presented in Figure 8–5.
Chapter 9: Update of Zappos’s Use of Behavioral
Segmentation, New Segmentation Examples, and
New Patronage Example Data. The chapter opening
example has been updated to describe how Zappos
uses behavioral segmentation to deliver “happiness”
to its customers. The Multiple Products and Multiple
Market Segments section includes a new discussion of
Ford’s shift in strategy to reduce its product line and
provide higher quality at lower prices. In addition, in
the Patronage of Fast-Food Restaurants section, the
patronage and user/nonuser data have been updated;
also, the Future Strategies for Your Wendy’s Restau-
rant section has been updated.
Chapter 10: New GoPro Video Case, New Discussion
of the Apple-Enabled iCar, and New Marketing Mat-
ters Box Coverage of Feature Fatigue. The chapter
opening example has been updated to include a dis-
cussion of Apple’s next innovation—the Apple-enabled
iCar. The concept of feature bloat and fatigue is now
introduced and illustrated in the Marketing Matters box.
Keurig Kold and the HP Tablet are introduced as exam-
ples in the Marketing Reasons for New-Product Failures
section. The chapter ends with a new video case about
the new product development process at GoPro.
Chapter 11: New Material on Gatorade’s “Smart
Cap,” New Co-Branding and Brand Dilution Cover-
age, and New Examples. The Chapter 11 discussion of
Gatorade in the chapter opener now includes material
on the microchip-fitted “smart cap” and the digital
sweat patch for athletes and fitness buffs. In addition, a
new discussions of co-branding and brand dilution have
been added to the Multiproduct Branding Strategy sec-
tion. New examples include Olay Skin Care Advisor, the
NFL and NBA, and P&G’s acquisition of Gillette.
xi
Chapter 12: New Discussion of Airbnb’s Efforts to
Help Travelers “Belong Anywhere,” New Services
Examples, and New Advertisements. A discussion of
Airbnb’s new marketing activities designed to create
community, relationships, and a sense of belonging
has been added to the chapter opener. New services
examples include ROAM Fitness, Virgin Galactic, Blue
Apron, and Chromecast Ultra. Discussions of the new
digital marketing platform at the American Red Cross
and the Informed Delivery service at the USPS have
been added. In addition, new advertisements from
Airbnb, Delta Air Lines, Merrill Lynch, Outward Bound,
Greenpeace, Amazon Prime, the United States Postal
Service, and Accenture have been added.
Chapter 13: Updated Chapter Opening Example
about VIZIO, and Discussion of Apple iPhone X, 8,
and 8-Plus Pricing. The updated chapter opening ex-
ample describes VIZIO’s approach to pricing the
50 million HDTVs it has sold since its founding. In
­addition, the product-line pricing decision faced by
Apple when it introduced the iPhone X, 8, and 8-Plus
simultaneously is discussed.
Chapter 14: New Microsoft Pricing Example,
­Updated Examples of Current Marketplace Pricing
Approaches. Microsoft’s approach to pricing its Xbox
One X videogame console is now included in the
Skimming Pricing section. In addition, examples of
penetration pricing, odd-even pricing, standard
markup pricing, and cost-plus pricing have been up-
dated to reflect the current marketplace.
Chapter 15: New Chapter Opening Example about
Multichannel Marketing at Eddie Bauer, Updated
Marketing Matters Box about IBM’s Watson, and
Updated Making Responsible Decisions Box. A new
chapter opening example describes Eddie Bauer’s
“brick, click, and flip” multichannel marketing strategy.
The Marketing Matters Box has been updated to re-
flect IBM’s use of artificial intelligence to manage its
supply chain. In addition, the Making Responsible De-
cisions box discussion of recycling e-waste has been
updated.
xii
Chapter 16: Updated Chapter Opening Example
about Smart Stores, Updated Making Responsible
Decisions Box, and New Discussion about Versioning,
YouTube Programming, Robocalls, and EDLP 2.0.
Chapter 16 opens with a description of the potential
impact of smart stores on the customer journey. The
Internet of Things, biometric scanners, virtual reality,
3D modeling tools, and wearable technology are dis-
cussed. The Making Responsible Decisions box now
includes information about California’s “zero-waste”
laws. Changes, such as banks’ attempts to change
ATMs into smart self-service devices and Target’s
­announcement that new stores will have a separate
entrance for time-pressed shoppers, have been added
to the Self-Service and Breadth of Line sections, re-
spectively. In addition, catalog merchants’ use of “ver-
sioning,” YouTube’s live programming, the FTC’s
discussions about robocalls, and Walmart’s develop-
ment of EDLP 2.0 are discussed.
Chapter 17: Updated Chapter Opening Example,
New Advertisements, New Example of an IMC Pro-
gram for a Movie, and New Discussion of the Media
Agency of the Year. The chapter opening example has
been completely updated to reflect Taco Bell’s recent
IMC activities. The company’s Love & Tacos Contest,
new restaurant in Las Vegas, Happily Ever After sweep-
stakes, superbowl ads, collaborations with Sony, the
NBA, and Airbnb, and social media tactics such as Taco
Tales and Clip Show posts are all discussed. New ad-
vertisements include examples from The North Face,
Sony, Tabasco, and Humira. The IMC program used to
promote the movie Star Wars: The Last Jedi has been
added to the Scheduling the Promotion section. In ad-
dition, the work of Advertising Age’s Media Agency of
the Year, PHD Media, is discussed.
Chapter 18: Updated Chapter Opening Example
about Virtual Reality and Augmented Reality in Ad-
vertising, New Advertisements and Sales Promo-
tion Examples, and New Discussion of the
Advertising Agency of the Year. The growing impact
of virtual reality (VR) and augmented reality (AR) on
advertising is discussed in the chapter opening exam-
ple. New examples of VR and AR campaigns include
McDonald’s Happy Goggles and Lowe’s Holoroom.
New advertising examples from Mercedes-Benz, Pro-
gressive, Duracell, Coca-Cola, Whole Foods, Milk Life,
the U.S. Army, Kia, AG, Geico, and Sonos and new
sales promotion examples from Nabisco, Vaio, and
Bubba Gump Restaurant and Market. The Identifying
the Target Audience section now includes Mountain
Dew and Lululemon campaigns as examples, and the
Message Content section includes a discussion of
the increasing use of gender neutral advertising. The
chapter also includes new discussion of Advertising
Age’s Agency of the Year—Anomaly. In addition, the
results of a recent Association of National Advertisers
survey about the most common forms of compensa-
tion for ad agencies are discussed.
Chapter 19: New Discussion on Internet-Connected
Cars, New Material on Live Streaming at Facebook,
and Updated Marketing Matters Box on Vloggers.
Chapter 19 opens with a discussion of the new level of
mobile marketing enabled by Internet-connected cars.
The discussion addresses three channels that can
reach cars—social media, e-mail, and messaging apps.
A new discussion about Facebook Live has been
added to the section Mobile Marketing at Facebook.
The overview of Twitter now includes an example of
teenager Carter Wilkerson obtaining enough retweets
to win free chicken nuggets for a year. The Marketing
Matters box has been updated to describe how vlog-
gers are becoming the online version of traditional
­celebrities. In addition, the Pepsi MAX “Friend Finder”
YouTube video is included as an example of Pepsi’s
use of social media.
Chapter 20: New Material on Upselling and Cross-
Selling, Updated Marketing Insights About Me Box,
and New Discussion of Customer Relationship Mar-
keting Systems and Technology, including Sales
Force Automation, Marketing Automation, and Cus-
tomer Service and Support Automation. The Con-
sultative Selling section now includes discussion of
upselling and cross-selling. The Marketing Insights
About Me box has been updated to include the most
recent emotional intelligence test and the current
link. In addition, the discussion of CRM systems and
technology includes new material on the consolida-
tion of customer and sales information, how market-
ing automation emphasizes sophisticated analytical
techniques to track the behavior of anyone showing
an interest in a product or service, and how cus-
tomer service and support automation provides ser-
vices such as “live chat.”
Chapter 21: Expanded Discussion about Personal-
ization, New Section Titled How Consumers Shop
and Buy, including Social Commerce, Broadened
Implementing Multichannel Marketing Section,
and New Figure Illustrating a Multichannel Con-
sumer Journey Map. The Interactivity, Individuality,
and Customer Relationships in Marketspace section
has an expanded discussion about the differences
between collaborative filtering and personalization,
and includes Sunglass Hut as an example of a com-
pany using personalization techniques. The use of
chatbots has been added to the Communication
­section. A new section titled How Consumers Shop
and Buy Online has been added and covers social
­commerce—the use of social networks for browsing
and buying. In addition, the Implementing Multichan-
nel Marketing section has been rewritten with new
coverage of cross-channel consumer behavior,
­mutually reinforcing channels, and monitoring and
measuring channel performance. New Figure 21–5
i llustrates a multichannel marketing consumer
­
­journey map.
Chapter 22: Updated Chapter Opening Example,
New Examples of Disruptive Innovations, and Up-
dated Coverage of Starbucks in Evaluation Section.
The chapter opening example has been updated to
describe how the strategic marketing process at Gen-
eral Mills has led to many new products, such as Very
Berry Cheerios, Nature Valley Granola Cups, Annie’s
Popcorn, Yoplait Dippers, and Warm Delights. New ex-
amples of disruptive innovations have been added. In
addition, the Starbucks example in the Acting on De-
viations from Goals section has been updated to in-
clude recent changes such as new flavors, a
partnership with Lady Gaga, a new lunch menu, and
apps for connected cars.
xiii
INSTRUCTOR RESOURCES

Instructor’s Manual Video Cases

Test Bank
The IM includes lecture A unique series of 22
We offer almost 5,000 test
notes, video case teaching marketing video cases includes
questions categorized by
notes, Appendix D case new videos featuring GoPro
topic, learning objectives,
teaching notes, and and Coppertone.
and level of learning.
In-Class Activities. Appendix D Cases
Alternate cases for each
chapter for instructors
who elect to assign
additional cases.

In-Class Activities Marketing,

Chapter-specific in-class
activities for today’s students
who learn from active,
participative experiences.
PowerPoint Slides
Media-enhanced and
hyperlinked slides enable
engaging and interesting
classroom discussions.
Digital In-Class Activities
Digital In-Class Activities
focus on the use of web
resources and the marketing
data they can provide
students.
14/e
Instructor
Resources
Connect, LearnSmart,
and SmartBook
The unique content platform
delivering powerful technical
resources and adaptive
learning solutions. Includes
new Marketing Analytics
Exercises.
Blog
www.kerinmarketing.com
A blog written specifically for
use in the classroom!
Throughout each term we
post new examples of
marketing campaigns, along
with a classroom discussion
and participation guide.
Practice Marketing
(Simulation)
Practice Marketing is a 3D,
online, multiplayer game that
enables students to gain
practical experiences in an
interactive environment.

Practice Marketing
Practice Marketing is a 3D, online, single or multiplayer game that helps students
apply the four Ps by taking on the role of marketing manager for a backpack
company. By playing the game individually and/or in teams, students come to
understand how their decisions and elements of the marketing mix affect one
another. Practice Marketing is easy to use, fully mobile, and provides an interac-
tive alternative to marketing plan projects. Log in to mhpractice.com with your
Connect credentials to access a demo, or contact your local McGraw-Hill repre-
sentative for more details.

xiv
Acknowledgments

To ensure continuous improvement of our textbook and supplements we have utilized an

extensive review and development process for each of our past editions. Building on that
history, the Marketing, 14th edition development process included several phases of
evaluation and a variety of stakeholder audiences (e.g., students, instructors, etc.).

Reviewers who were vital in the changes that were made to the 14th and previous edi-
tions and its supplements include:

A. Diane Barlar Blaise Waguespack Jr. Christopher Ziemnowicz

Abe Qastin Bob Dahlstrom Chuck Pickett
Abhay Shah Bob Dwyer Cindy Leverenz
Abhi Biswas Bob E. Smiley Clare Comm
Abhik Roy Bob McMillen Clark Compton
Adrienne Hinds Bob Newberry Clay Rasmussen
Ahmed Maamoun Brent Cunningham Clint Tankersley
Al Holden Brian Kinard Clyde Rupert
Alan Bush Brian Murray Connie Bateman
Alexander Edsel Bronis J. Verhage Corinne Asher
Alicia Revely Bruce Brown Craig Stacey
Allan Palmer Bruce Chadbourne Cristanna Cook
Allen Smith Bruce Ramsey Cydney Johnson
Amy Frank Bruce Robertson Dan Darrow
Anand Kumar Bryan Hayes Dan Goebel
Andrei Strijnev Carl Obermiller Dan Sherrel
Andrew Dartt Carmen Powers Dan Toy
Andrew Thacker Carmina Cavazos Daniel Butler
Andy Aylesworth Carol Bienstock Daniel Rajaratnam
Angela Stanton Carol M. Motley Darrell Goudge
Anil Pandya Carolyn Massiah Dave Olson
Ann Kuzma Casey Donoho David Erickson
Ann Little Catherine Campbell David Gerth
Ann Lucht Cathie Rich-Duval David J. Burns
Ann Veeck Cathleen H. Behan David Jamison
Annette George Cathleen Hohner David Kuhlmeier
Anthony Koh Cecil Leonard David Smith
Anthony R. Fruzzetti Cesar Maloles David Terry Paul
Aysen Bakir Charla Mathwick Deana Ray
Barbara Evans Charles Bodkin Deb Jansky
Barbara Ribbens Charles Ford Debbie Coleman
Barnett Greenberg Charles Schewe Debra Laverie
Barry Bunn Cheryl Stansfield Deepa Pillai
Bashar Gammoh Chiranjeev Kohli Dennis Pappas
Beibei Dong Chris Anicich Dennis Rosen
Ben Oumlil Chris Ratcliffe Diana Joy Colarusso
Beth Deinert Christie Amato Diane Dowdell
Bill Curtis Christine Lai Diane T. McCrohan
Bill Murphy Christopher Blocker Don Weinrauch
Bill Peterson Christopher Kondo Donald Chang

xv
Donald F. Mulvihill George Young Jane Cromartie
Donald Fuller Gerald O. Cavallo Jane Lang
Donald G. Norris Gerard Athaide Jane McKay-Nesbitt
Donald Hoffer Gerald Waddle Janet Ciccarelli
Donald Larson Glen Brodowsky Janet Murray
Donald R. Jackson Glen Gelderloos Janice Karlen
Donald V. Harper Godwin Ariguzo Janice Taylor
Donna Wertalik Gonca Soysal Janice Williams
Doris M. Shaw Gordon Mosley Jarrett Hudnal
Dotty Harpool Greg Kitzmiller Jason Little
Douglas Kornemann Guy Lochiatto Jay Lambe
Duncan G. LaBay Harlan Wallingford Jean Murray
Eberhard Scheuling Harold Lucius Jean Romeo
Ed Gonsalves Harold S. Sekiguchi Jeanne Munger
Ed Laube Havva Jale Meric Jeff Blodgett
Ed McLaughlin Heidi Rottier Jeff Finley
Eddie V. Easley Heikki Rinne Jeffrey W. von Freymann
Edna Ragins Helen Koons Jefrey R. Woodall
Edwin Nelson Herbert A. Miller Jennie Mitchell
Elaine Notarantonio Herbert Katzenstein Jennifer Nelson
Eldon L. Little Howard Combs Jerry Peerbolte
Elena Martinez Hsin-Min Tong Jerry W. Wilson
Elizabeth R. Flynn Hugh Daubek Jianfeng Jiang
Ellen Benowitz Imran Khan Jim McHugh
Eric Ecklund Irene Dickey Jo Ann McManamy
Eric Newman Irene Lange Joan Williams
Eric Shaw Ismet Anitsal Joanne Orabone
Erin Baca Blaugrund J. Ford Laumer Jobie Devinney-Walsh
Erin Cavusgil Jacqueline Karen Joe Cronin
Erin Wilkinson Jacqueline Williams Joe Kim
Ernan Haruvy James A. Henley Jr. Joe M. Garza
Eugene Flynn James A. Muncy Joe Puzi
Farrokh Moshiri James C. Johnson Joe Ricks
Fekri Meziou James Cross Joe Stasio
Frances Depaul James Garry Smith John Benavidez
Francis DeFea James Gaubert John Brandon
Francisco Coronel James Ginther John C. Keyt
Frank A. Chiaverini James Gould John Coppett
Fred Honerkamp James H. Barnes John Cox
Fred Hurvitz James H. Donnelly John Finlayson
Fred Morgan James L. Grimm John Fitzpatrick
Fred Trawick James Lollar John Gaskins
Frederick J. Beier James Marco John H. Cunningham
Gail M. Zank James McAlexander John Kuzma
Gary Carson James Meszaros John Penrose
Gary F. McKinnon James Munch John Striebich
Gary Law James Olver Jonathan Hibbard
Gary Poorman James P. Rakowski Joseph Belonax
Gary Tucker James V. Spiers Joseph Defilippe
George Kelley James Wilkins Joseph Myslivec
George Miaoulis James Zemanek Joseph Wisenblit

xvi
Juan (Gloria) Meng Kunal Sethi Mary Schramm
Judy Bulin Lan Wu Mary Tripp
Judy Foxman Larry Borgen Matt Meuter
Judy Wagner Larry Carter Max White
Julie Haworth Larry Feick Mayukh Dass
Julie Sneath Larry Goldstein Melissa Clark
Jun Ma Larry Marks Melissa Moore
June E. Parr Larry Rottmeyer Michael Callow
Karen Becker-Olsen Laura Dwyer Michael Drafke
Karen Berger Lauren Wright Michael Fowler
Karen Flaherty Lawrence Duke Michael Mayo
Karen Gore Lawrence Marks Michael Peters
Karen LeMasters Lee Meadow Michael Pontikos
Kasia Firlej Leon Zurawicki Michael R. Luthy
Katalin Eibel-Spanyi Leonard Lindenmuth Michael Swenson
Kathleen Krentler Leslie A. Goldgehn Michelle Kunz
Kathleen Stuenkel Leta Beard Michelle Wetherbee
Kathleen Williamson Linda Anglin Mike Hagan
Kathryn Schifferle Linda M. Delene Mike Hyman
Kathy Meyer Linda Morable Mike Luckett
Katie Kemp Linda Munilla Milton Pressley
Kay Chomic Linda N. LaMarca Miriam B. Stamps
Kaylene Williams Linda Rochford Nadia J. Abgrab
Keith B. Murray Lindell Phillip Chew Nancy Bloom
Keith Jones Lisa M. Sciulli Nancy Boykin
Keith Murray Lisa Siegal Nancy Grassilli
Kellie Emrich Lisa Simon Nanda Kumar
Ken Crocker Lisa Troy Nathan Himelstein
Ken Fairweather Lisa Zingaro Neel Das
Ken Herbst Lori Feldman Nikolai Ostapenko
Ken Murdock Lowell E. Crow Norman Smothers
Ken Shaw Lynn Harris Notis Pagiavlas
Kenneth Goodenday Lynn Loudenback Ottilia Voegtli
Kenneth Jameson Marc Goldberg Pamela Grimm
Kenneth Maricle Maria McConnell Pamela Hulen
Kerri Acheson Maria Randazzo-Nardin Parimal Bhagat
Kevin Feldt Maria Sanella Pat Spirou
Kevin W. Bittle Marilyn Lavin Patricia Baconride
Kim Montney Mark Collins Patricia Bernson
Kim Richmond Mark Weber Patricia Manninen
Kim Sebastiano Mark Young Paul Dion
Kim Wong Martin Bressler Paul Dowling
Kimberly D. Smith Martin Decatur Paul Jackson
Kimberly Grantham Martin St. John Paul Londrigan
Kin Thompson Marton L. Macchiete Paul Myer
Kirti Celly Martyn Kingston Peter J. McClure
Koren Borges Marva Hunt Philip Kearney
Kristen Regine Mary Ann McGrath Philip Parron
Kristine Hovsepian Mary Beth DeConinck Philip Shum
Kristy McManus Mary Conran Phyllis Fein
Kumar Sarangee Mary Joyce Phyllis McGinnis

xvii
Poh-Lin Yeoh Ruth Ann Smith Teri Root
Pola B. Gupta Ruth Rosales Terrance Kevin McNamara
Priscilla G. Aaltonen Ruth Taylor Terry Kroeten
Priscilla LaBarbera S. Choi Chan Theodore Mitchell
Priyali Rajagopal S. Tamer Cavusgil Theresa Flaherty
Rae Caloura Sally Sledge Thom J. Belich
Rajesh Iyer Samuel E. McNeely Thomas Brashear
Rajiv Kashyap Sanal Mazvancheryl Thomas L. Trittipo
Ram Kesaran Sandipan Sen Thomas M. Bertsch
Randall E. Wade Sandra Robertson Thomas Passero
Randy Stuart Sandra Smith Tim Aurand
Ravi Shanmugam Sandra Young Tim Landry
Raymond Marzilli Sang Choe Timothy Donahue
Reid Claxton Sanjay S. Mehta Timothy Reisenwitz
Renee Foster Santhi Harvey Tina L. Williams
Renee Pfeifer-Luckett Scott Cragin Tino DeMarco
Rex Moody Scott Swan Tom Castle
Rhonda Mack Scott Thorne Tom Deckelman
Rhonda Taylor Shabnam Zanjani Tom Marshall
Richard C. Leventhal Sheila Wexler Tom Rossi
Richard D. Parker Sherry Cook Tom Stevenson
Richard Hansen Siva Balasubramanian Tom Thompson
Richard Hargrove Soon Hong Min Tracy Fulce
Richard J. Lutz Srdan Zdravkovic Vahwere Kavota
Richard Lapidus Stacia Gray Van R. Wood
Richard M. Hill Stan Garfunkel Vicki Rostedt
Richard Penn Stan Scott Victoria Miller
Rick Sweeney Starr F. Schlobohm Vincent P. Taiani
Rita Dynan Stephen Calcich Vladimir Pashkevich
Robert C. Harris Stephen Garrott Vonda Powell
Robert Jones Stephen Pirog Walter Kendall
Robert Lawson Stephen W. Miller Wendy Achey
Robert Luke Steve Hertzenberg Wendy Wood
Robert Morris Steve Taylor Wesley Johnston
Robert S. Welsh Steven Engel William B. Dodds
Robert Swerdlow Steven Moff William Brown
Robert W. Ruekert Sudhir Karunakaran William D. Ash
Robert Williams Sue Lewis William Foxx
Robert Witherspoon Sue McGorry William G. Browne
Roberta Schultz Sue Umashankar William G. Mitchell
Roger McIntyre Suman Basuroy William J. Carner
Roger W. Egerton Sundaram Dorai William Motz
Ron Dougherty Sunder Narayanan William Pertula
Ron Hasty Susan Godar William R. Wynd
Ron Larson Susan Peterson William Rodgers
Ron Weston Susan Sieloff William S. Piper
Ronald A. Feinberg Susan Stanix Wilton Lelund
Ronald Michaels Susie Pryor Yi He
Rosemary Ramsey Suzanne Murray Yue Pan
Roy Adler Sylvia Keyes Yunchuan Liu
Roy Klages Tamara Masters

xviii
Thanks are due to many people, including current and past students, marketing educa-
tors around the globe, university staff, business journal and periodical authors, company
representatives, and marketing professionals of every kind. Their assistance has been
essential in our efforts to continue to provide the most comprehensive, up-to-date, and
integrated teaching and learning package available. We have been fortunate to have so
many people be part of our team! In particular, however, we continue to benefit from the
insights and guidance of our long-time friend, colleague, and coauthor, William Rudelius.
His contributions to the textbook are truly timeless.

Nancy Harrower of Concordia University, St. Paul, led our efforts on the Instructor’s Man-
ual, the PowerPoint slides, the In-Class Activities, and the new Digital In-Class Activities. In
addition, she provides the content for our blog (kerinmarketing.com). Tia Quinlan-Wilder of
the University of Denver was responsible for the Test Bank and Quizzes and the Learn-
Smart component of our interactive learning package. Erin Steffes of Towson University
was responsible for the Connect application exercises and the new Marketing Analytics
exercises. All of these professors are exceptional educators and we are very fortunate that
they are part of our team. Michael Vessey, our long-time collaborator who recently passed
away, also provided assistance in the preparation of materials that are still in use.

Thanks are also due to many other colleagues who contributed to the text, cases, and
supplements. They include: Richard Lutz of the University of Florida; Linda Rochford of the
University of Minnesota–Duluth; Kevin Upton of the University of Minnesota–Twin Cities;
Nancy Nentl of Metropolitan State University; Leslie Kendrick of Johns Hopkins University;
Lau Geok Theng of the National University of Singapore; and Leigh McAlister of the Uni-
versity of Texas at Austin. Rick Armstrong of Armstrong Photography, Dan Hundley and
George Heck of Token Media, Nick Kaufman and Michelle Morgan of NKP Media, Bruce
McLean of World Class Communication Technologies, Paul Fagan of Fagan Productions,
Martin Walter of White Room Digital, Scott Bolin of Bolin Marketing, and Andrew Schones
of Pure Imagination produced the videos.

Many businesspeople also provided substantial assistance by making available informa-

tion that appears in the text, videos, and supplements—much of it for the first time in col-
lege materials. Thanks are due to Daniel Jasper, Jill Renslow, and Sarah Schmidt of Mall
of America; Mike Pohl of ACES Flight Simulation; Chris Klein, Jaime Cardenas, Casey
Leppanen, Heather Peace, and Lori Nevares of LA Galaxy; Ian Wolfman and Jana Boone
of meplusyou; David Ford and Don Rylander of Ford Consulting Group; Mark Rehborg of
Tony’s Pizza; Vivian Callaway, Sandy Proctor, and Anna Stoesz of General Mills; David
Windorski, Tom Barnidge, and Erica Schiebel of 3M; Nicholas Skally, Jeremy Stonier, and
Joe Olivas of Prince Sports; Brian Niccol of Pizza Hut; Tom Cassady of JCPenney, Inc.;
Charles Besio of the Sewell Automotive Group, Inc.; Lindsey Smith of GE Healthcare;
Beverly Roberts of the U.S. Census Bureau; Sheryl Adkins-Green of Mary Kay, Inc.; Mattison
Crowe of Seven Cycles, Inc.; Alisa Allen, Kirk Hodgdon, Patrick Hodgdon, and Nick
­Naumann of Altus Marketing and Business Development; and Nelson Ng from Dundas
Data Visualization, Inc.

Those who provided the resources for use in both the Marketing, 14th edition textbook,
Instructor’s Manual, and/or PowerPoint presentations include: Todd Walker and Jean
Golden of Million Dollar Idea; Karen Cohick of Susan G. Komen for the Cure; Liz Stewart
of Ben & Jerry’s; John Formella and Patricia Lipari of Kodak; Erica Schiebel of 3M; Joe
Diliberti of Consumer Reports; Patricia Breman of Strategic Business Insights (VALS); Brian
Nielsen of the Nielsen Company; David Walonick of StatPac; Mark Rehborg of Schwan’s
Consumer Brands (Tony’s Pizza); Jennifer Olson of Experian Simmons; Kitty Munger and
Mary Wykoff of Wendy’s; Mark Heller of RetailSails; Nicky Hutcheon of ZenithOptimedia;
Amy Thompson and Jennifer Allison of Dell, Inc.; Adriana Carlton of Walmart and Rick Hill
of Bernstein-Rein Advertising (Walmart); Janine Bolin of Saks, Inc.; Dr. Yory Wurmser of the

xix
 Data and Marketing Association; Elizabeth Clendenin of Unilever (Caress); and Jennifer
Katz, Kelsey Fisher, Jenny Caffoe, Lexi Diederich, and Malyn Mueller of StuffDOT, Inc.

We also want to thank the following people who generously provided assistance with our
Marketing, 14th edition In-Class Activities (ICAs) and associated PowerPoint presenta-
tions: Mitch Forster and Carla Silveira of Ghirardelli Chocolate Company; Karolyn Warfel
and Betsy Boyer of Woodstream Corp. (Victor Pest); Leonard Fuld of Fuld & Co.; Maggie
Jantzen of Starbucks Coffee Company; Michelle Green and Victoria Glazier of the U.S.
Census Bureau; Lisa Castaldo of Pepsi; Muffie Taggert of General Mills; Robert M. McMath,
formerly of NewProductWorks; Greg Rodriguez; Jeremy Tucker, Julia Wells, and Lisa
Cone of Frito-Lay (Doritos); Susan Carroll and Bob Robinson of Apple, Inc.; Willard Oberton
of Fastenal Company; Scott Wosniak and Jennifer Arnold of Toro; Kim Eskro of Fallon
Worldwide (Gold’n Plump); Robin Grayson of TBWA/Chiat/Day (Apple); Katie Kramer of
Valassis Communications, Inc. (Nutella/Advil); Triestina Greco of Nutella/Ferrero; Tim
­Stauber of Wyeth Consumer Healthcare (Advil); and Yvonne Pendleton and Lucille Storms
of Mary Kay.

Staff support from the Southern Methodist University and the University of Denver was
essential. We gratefully acknowledge the help of Jeanne Milazzo and Karen Gross for
their many contributions.

Checking countless details related to layout, graphics, and photos, and managing last-
minute text changes is essential for a sound and accurate textbook. This also involves
coordinating activities of authors, designers, editors, compositors, and production spe-
cialists. Christine Vaughan, our lead content project manager, of McGraw-Hill Education’s
production staff provided the necessary oversight and attention to detail while retaining
an extraordinary level of professionalism, often under tight deadlines. We are very fortu-
nate that Christine was part of our team. Thank you again!

Finally, we acknowledge the professional efforts of the McGraw-Hill Education staff. Com-
pletion of our book and its many supplements required the attention and commitment of
many editorial, production, marketing, and research personnel. Our McGraw-Hill team
included Susan Gouijnstook, Meredith Fossel, Nicole Young, Kelly Pekelder, Matt Diamond,
Carrie Burger, Danielle Clement, Kerry Shanahan, and many others. In addition, we relied
on David Tietz for constant attention regarding the photo elements of the text, and
­Katharine Glynn for management of the details of the online authoring system. Handling
the countless details of our text, supplement, and support technologies has become an
incredibly complex challenge. We thank all these people for their efforts!

Roger A. Kerin
Steven W. Hartley

xx
BRIEF CONTENTS
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2
2 Developing Successful Organizational and Marketing Strategies 26
Appendix A Building an Effective Marketing Plan 56
3 Scanning the Marketing Environment 72
4 Ethical and Social Responsibility for Sustainable Marketing 104

Part 2 Understanding Buyers and Markets

5 Understanding Consumer Behavior 126
6 Understanding Organizations as Customers 156
7 Understanding and Reaching Global Consumers and Markets 178

Part 3 Targeting Marketing Opportunities

8 Marketing Research: From Customer Insights to Actions 210
9 Market Segmentation, Targeting, and Positioning 244

Part 4 Satisfying Marketing Opportunities

10 Developing New Products and Services 272
11 Managing Successful Products, Services, and Brands 298
12 Services Marketing 330
13 Building the Price Foundation 358
14 Arriving at the Final Price 380
Appendix B Financial Aspects of Marketing 407
15 Managing Marketing Channels and Supply Chains 416
16 Retailing and Wholesaling 444
17 Integrated Marketing Communications and Direct Marketing 478
18 Advertising, Sales Promotion, and Public Relations 508
19 Using Social Media and Mobile Marketing to Connect with Consumers 550
20 Personal Selling and Sales Management 578

Part 5 Managing the Marketing Process

21 Implementing Interactive and Multichannel Marketing 608
22 Pulling It All Together: The Strategic Marketing Process 632
Appendix C Planning a Career in Marketing 664
Appendix D  Alternate Cases, available in SmartBook or Connect Instructor
Resources

Glossary 685
Name Index 697
Company/Product Index 706
Subject Index 714

xxi
DETAILED CONTENTS
Part 1 Initiating the Marketing Process
1 CREATING CUSTOMER RELATIONSHIPS AND VALUE
THROUGH MARKETING 2
Creating Customer Value: The Chobani Way! 2
Creating an Exceptional Product 2
Connecting with Customers 2
Chobani Today 3
Chobani, Marketing, and You 4
What Is Marketing? 4
Marketing and Your Career 4
Marketing: Delivering Value to Customers 5
The Diverse Elements Influencing Marketing Actions 5
What Is Needed for Marketing to Occur 6
How Marketing Discovers and Satisfies Consumer Needs 7
Discovering Consumer Needs 8
The Challenge: Meeting Consumer Needs with New
Products 8
Satisfying Consumer Needs 10
The Marketing Program: How Customer Relationships Are Built 11
Relationship Marketing: Easy to Understand, Hard to Do 11
The Marketing Program and Market Segments 13
3M’s Strategy and Marketing Program to Help Students
Study 13
How Marketing Became So Important 15
Evolution of the Market Orientation 15
Focusing on Customer Relationship Management 15
Ethics and Social Responsibility in Marketing: Balancing the
Interests of Different Groups 17
The Breadth and Depth of Marketing 17

Learning Objectives Review 19

Learning Review Answers 20
Focusing on Key Terms 20
Applying Marketing Knowledge 20
Building Your Marketing Plan 21
Video Case 1: Chobani®: Making Greek Yogurt a
Household Name 21
Chapter Notes 24

2 DEVELOPING SUCCESSFUL ORGANIZATIONAL

AND MARKETING STRATEGIES 26
Ben and Jerry Are on a Mission: To Make Fantastic, Sustainable,
World-Changing Ice Cream 26
Today’s Organizations 28
Kinds of Organizations 28

xxii
 Making Responsible Decisions: Social Entrepreneurs
Are Creating New Types of Organizations to Pursue
Social Goals 29
What Is Strategy? 29
The Structure of Today’s Organizations 30
Strategy in Visionary Organizations 31
Organizational Foundation: Why Does It Exist? 31
Organizational Direction: What Will It Do? 32
Organizational Strategies: How Will It Do It? 34
Tracking Strategic Performance with Marketing Analytics 34
Applying Marketing Metrics: How Well Is Ben & Jerry’s
Doing? 36
Setting Strategic Directions 36
A Look Around: Where Are We Now? 36
Growth Strategies: Where Do We Want to Go? 37
Marketing Matters: Filling the Shoes of Apple CEO Tim Cook:
Where Will Apple’s Projected Future Growth for Its Major
SBUs Come From? 38
The Strategic Marketing Process 41
The Planning Phase of the Strategic Marketing Process 41
The Implementation Phase of the Strategic
Marketing Process 44
The Evaluation Phase of the Strategic Marketing Process 46

Learning Objectives Review 48

Learning Review Answers 49
Focusing on Key Terms 50
Applying Marketing Knowledge 50
Building Your Marketing Plan 50
Video Case 2: IBM: Using Strategy to Build
a “Smarter Planet” 51
Chapter Notes 53
Appendix A Building an Effective Marketing Plan 56

3 SCANNING THE MARKETING ENVIRONMENT 72

Fortune’s Businessperson of the Year: “I’m in This to Build
Something Cool!” 72
Facebook in the Future 73
Environmental Scanning 74
Tracking Environmental Trends 74
An Environmental Scan of Today’s Marketplace 75
Social Forces 76
Demographics 76

xxiii
 Making Responsible Decisions: Balancing Profits and
Purpose—Millennial Style 79
Culture 82
Economic Forces 84
Macroeconomic Conditions 84
Consumer Income 85
Marketing Insights About Me: American FactFinder:
Your Source for Economic Information 86
Technological Forces 87
Technology of Tomorrow 87
Technology’s Impact on Customer Value 88
Technology Enables Data Analytics 88
Competitive Forces 89
Alternative Forms of Competition 89
Components of Competition 90
Small Businesses as Competitors 90
Regulatory Forces 91
Protecting Competition 91
Product-Related Legislation 91
Pricing-Related Legislation 93
Distribution-Related Legislation 93
Advertising- and Promotion-Related Legislation 93
Marketing Matters: Does Protecting Privacy Hurt the Web? 94
Control through Self-Regulation 95
Learning Objectives Review 95
Learning Review Answers 96
Focusing on Key Terms 97
Applying Marketing Knowledge 97
Building Your Marketing Plan 97
Video Case 3: Geek Squad: A New Business for
a New Environment 98
Chapter Notes 100

4 ETHICAL AND SOCIAL RESPONSIBILITY FOR

SUSTAINABLE MARKETING 104
Anheuser-Busch: Becoming the Best Beer Company in
a Better World 104
Alcohol Responsibility 104
Environmental Preservation 105
Nature and Significance of Marketing Ethics 106
An Ethical/Legal Framework for Marketing 106
Critical Perceptions of Ethical Behavior 107
Four Factors Affect Ethical Marketing Behavior 108
Societal Culture and Norms 108
Business Culture and Industry Practices 108

xxiv
Another random document with
no related content on Scribd:
them not to walk so fast, as Mrs. Crichton was tired.
Before April was at an end nearly all the visitors had left Hivèritz.
Mr. Guildford and his sister began to talk of returning home, and the
Casalis household of moving to the mountains for the summer. And
one morning’s post brought letters which helped to decide the plans
of the three English people. That same afternoon Mr. Guildford
called at the Rue de la Croix blanche. Madame Casalis was out, but
“Mademoiselle,” which had come to be Cicely’s special title in the
family, was in the salon, said old Mathurine. So into the salon the
visitor made his way. Cicely was writing. She looked up with a smile
of welcome when she saw who it was.
“I have come to say good-bye—at least, almost good-bye,” he
exclaimed. “I have letters this morning which have decided us to go
home the end of this week. I shall lose a chance I have been waiting
for a long time if I don’t go. And it is getting too hot here.”
“Yes,” Cicely answered. “The Casalises are going to the farm next
week.”
“And are you going with them?”
“I think so. Indeed, I have decided to do so now. I too had letters
this morning. My sister hopes to be in England some time late in the
autumn. I think I shall stay here till then, and meet the Forresters at
Marseilles. Then I shall be with them for some months; they will not
be quite a year in England.”
Mr. Guildford listened with interest. “I wish we could spend the
summer up in the mountains too,” he said. “I am not as English as
you, Miss Methvyn—at least, I am very sorry to go away.”
“The winter has passed pleasantly,” said Cicely. “I am glad I came
here. I am very glad to be able to look forward a little. I began to fear
something might prevent Amiel’s coming.”
“They will be in town next winter, I suppose?” said Mr. Guildford.
“Yes. My brother-in-law must be in town,” Cicely answered.
“May I come to see you there sometimes?” asked Mr. Guildford
with a little hesitation.
 “Of course,” replied Cicely cordially. “My sister will be very glad to
see you too. You know,” she added, “little Charlie was her child, and
she has no other children.”
“You don’t know what your address will be, of course,” said Mr.
Guildford after a little pause.
“No,” said Cicely. “Amiel only says,” she went on, drawing Lady
Forrester’s letter out of her pocket and reading from it,—“‘We shall
take a furnished house in some good neighbourhood; but at first we
can go to a hotel. Of course you will be with us, and if you can meet
us at Marseilles so much the better.’” She had taken another letter
out without noticing it; now her glance fell upon it. “Oh! by the bye,”
she exclaimed, “you can hear of our whereabouts from Mr. Hayle. He
will be sure to know my address.”
“From Mr. Hayle!” exclaimed Mr. Guildford, eyeing the English
letter on her lap with suspicion.
“Yes,” said Cicely. “He writes to me often. He is settled now, you
know; he has a large parish, and seems quite in his element. I told
you, I think, how very, very good and kind he was when mamma was
so ill.”
She spoke without hesitation, looking Mr. Guildford straight in the
face as she did so. But to her extreme annoyance she felt her face
colour. Something in the expression of the dark eyes observing her
destroyed her composure, and the more she endeavoured to recover
it, the more uncomfortable she grew. “Why does he look at me so
suspiciously?” she said to herself. “But how foolish of me to mind it!”
“Don’t you remember my telling you about our meeting Mr. Hayle
again at Leobury?” she repeated, confusedly.
“Yes. I think I remember some little mention of it,” he replied
coldly. And soon after he got up to say good-bye.
It was virtually their real good-bye; for though Mrs. Crichton ran in
and out half-a-dozen times during the few remaining days of their
stay at Hivèritz, she was never accompanied by her brother. He
called the last evening, but most of the half-hour of his visit he spent
in the pasteur’s study, only looking into the salon for five minutes on
his way out, to bid a hasty farewell to madame, and to thank her for
her kindness and hospitality. And he said no more to Cicely about
seeing her when she returned to England.
So their paths separated again. Edmond Guildford went back to
his work in crowded, busy London—Cicely went up to spend the long
sweet summer days among the beautiful Pyrenees. But both often
wished the winter back again.
CHAPTER X.
 AMIEL TO THE FORE.

“Hero. I will do any modest office, my lord, to help her to a good husband.”
Much Ado About Nothing.

“WHO was that gentleman that bowed to you just now, Cicely? No;
over there, near the door—don’t you see him?”
“I didn’t notice him. I don’t see any one that I ever saw before in
my life, as far as I know,” replied the girl of whom the question was
asked, glancing indifferently round. “Are you not rather tired, Amiel?
Come and sit down for a little; there are some empty chairs.”
“I’m not tired. I think you get tired more quickly than I. But it will be
nice to sit down, I dare say. I am rather tired of the pictures. Let us
look at the people a little instead. That is always amusing,
particularly in a small room like this, where one can keep the same
groups in sight. There, Cicely, look now, there he is again, over in the
corner beside that horrible martyr picture. Quick, or you will lose
sight of him. He is a handsome man, whoever he is. He is turning
our way.”
 Lady Forrester seemed quite excited.
“My dear Amy, what are you talking about?” said Cicely
bewilderedly.
“The man who bowed to you just now, I want to know who he is.
He must be a friend of yours; he keeps giving little glances to see if
it’s any use for him to bow again. Now, Cicely, you must see him.”
Cicely looked up. This time she at once caught sight of the person
her sister had been so perseveringly pointing out to her. A rather tall,
dark man—handsome, Amiel had called him; he was standing but a
few yards away from where they were sitting, apparently engrossed
in the picture before him. But as Cicely watched him, he again
glanced in their direction; in another moment he had returned
Cicely’s bow and had crossed the room towards the sisters.
“Amiel, you must let me introduce Mr. Guildford to you,” said Miss
Methvyn. Lady Forrester bowed and smiled, but from the expression
of her face Cicely saw that she had either not heard the name
correctly, or had failed to associate it with any one of whom she had
any previous knowledge.
“Do you admire that horrible picture you have been looking at so
long?” she said brightly, imagining that she was only addressing
some ordinary acquaintance of her sister’s, and that a little small-talk
was desirable, little dreaming that this meeting, this chance, matter-
of-fact coming across each other in a London picture gallery, was to
the two beside her a crisis in life, an unacknowledged goal, to which,
for ten long months, each had been secretly and with ever-
increasing anxiety looking forward. Mr. Guildford smiled as he replied
—to some extent he understood the position, Cicely’s forte had
never been small-talk, and her sister was evidently in the habit of
taking the lead on such occasions—“No,” he said, “I certainly don’t
admire it. But I don’t think it is ‘horrible;’ it is too unnatural to be
anything worse than annoying. Anatomically speaking, it is an
impossible figure.”
“Oh! you mean the twist in the right arm,” said Lady Forrester.
“Yes, that was pointed out to me. But I never look at pictures critically
as my sister does. I only think if they are pretty or ugly.”
Mr. Guildford smiled again. But it was a smile concealing an
intense anxiety. Why would not Cicely speak? She stood there
beside her sister, calm and quiet as ever, unruffled apparently in the
slightest degree by this sudden meeting, which had set his heart
beating and his pulses throbbing almost beyond his power to
conceal. No, there was not, there never could be, any hope for him,
such as, during these weary months, he had now and then wildly
dreamt of. It was a cruel fate surely which thus tantalised him. He
answered Lady Forrester’s remarks in her own strain, smiled, and
looked interested in the right place, so that Amiel mentally
pronounced him an agree able man, and wondered again who he
was and where her sister had met him. But ever and anon he
glanced at Cicely. She seemed to him to have gained in beauty since
he last saw her; there was a mixture of bright colour in her dress
now, she looked well and untroubled. “I suppose she is quite happy
now that she has got her sister again,” he thought. “Well, I should be
glad of it; she was very friendless.”
But somehow he felt further away from her than he had ever done
before—further away even than on that miserable day when the
news of her engagement to her cousin had revealed to him his own
feelings towards her and had broken down his self-control. He felt
now as if she could never again have need of him, as if their paths
must henceforth utterly diverge. “Evidently these Forresters are rich
and fashionable,” he thought, with an unreasonable impulse of
irritation at poor Amiel’s pretty dress and general air of breeding and
prosperity. “No doubt, Lady Forrester is ambitious and has her own
ideas about her sister’s future. I hate fashionable people;” little
suspecting that as these reflections were crossing his brain, the
subject of his animadversions was saying to herself, “I wonder who
he is. He is very good-looking, and clever I should think. Ever so
much more like other people than some of Cicely’s friends—that
odd-looking little Mr. Hayle, for instance.”
But when, in a few minutes, Lady Forrester’s small-talk gave
signs of coming to an end, Mr. Guildford turned to go. He had
already bowed to the sisters without shaking hands with either, and
was just moving away, when almost as if involuntarily, Miss Methvyn
uttered his name. “Mr. Guildford,” she said, with a half appeal in her
tone which puzzled him, “will you not come to see us as you
promised? I am sure Amy will be pleased if you will.”
She turned to her sister. Lady Forrester looked surprised, but
replied smilingly, without hesitation and with only so very slight a
touch of constraint in her voice that Cicely trusted Mr. Guildford
would not detect its presence—“Certainly, Sir Herbert and I are
always pleased to see any friend of my sister’s. I hope you will come
to see us.”
Mr. Guildford bowed. “You are very kind,” he said, “but,” with a
glance at Cicely, “as Miss Methvyn knows, I am not an idle man; I
have very little time for paying calls.—I am only one of her numerous
acquaintances, I see,” he thought bitterly. “Lady Forrester has never
even heard my name, it appears.” But at that instant he caught sight
of Cicely, a quick flush of shame, of disappointment, or wounded
feeling, which, he could not tell had spread over her face; a
contraction of pain—how well he remembered that look!—had ruffled
the fair forehead; he could almost have imagined that there were
tears in the blue eyes—he was softened in a moment. “I don’t think I
know your address,” he said, turning again to Lady Forrester.
“It is 31, Upper L—— Place,” she replied amiably. “I have one of
my husband’s cards in my pocket-book I think; I can add the address
in pencil if you like.”
“No thank you; I am quite sure I shall not forget it,” and again he
lifted his hat in farewell and left the sisters alone.
“Amy,” exclaimed Cicely, as soon as he was out of hearing, “Amy,
why were you not more cordial in your manner to him about coming
to see us? I am sure he thought you did not want him to come.”
The reproach in her tone surprised Lady Forrester. She looked at
Cicely with bewilderment in her bright brown eyes. “Not cordial,” she
exclaimed, “I thought I was quite as cordial as there was any need to
be. In fact, I did not quite understand what you said about his coming
to see us; he is some friend of Trevor’s, I suppose? You forget I don’t
know all the friends you have made since I was married, and Herbert
is very particular.”
“Herbert will never require to be ‘particular’ about any one I
introduce to you,” said Cicely with momentary haughtiness. “But
Amy,” she went on, more gently, “you cannot have such a short
memory. You haven’t forgotten all I told you about Mr. Guildford;
don’t you remember he was the doctor at Sothernbay, who—”
“The doctor who was with my little darling when he died,”
exclaimed Amiel. “Oh! Cicely, forgive me. Oh! how stupid I am—how
horribly heartless and ungrateful I must have seemed!” the tears
rushed into her eyes. “Oh! I wish I could call him back, Cicely, and
tell him I hadn’t the least idea who he was!”
“But I have so often told you his name, Amy dear,” said Cicely,
compassionating her distress, yet still a little vexed with her. “And
couldn’t you have understood by my manner that there was some
reason for asking him to come to see us? I don’t ask gentlemen to
your house.”
“Except Mr. Hayle,” put in Amiel.
“No, not except Mr. Hayle. Mr. Hayle called and you yourself
asked him to come again, because you knew how much mamma
liked him. But, oh, how silly of us to get cross about it! Forgive me,
Amy, only I wish you had seen that I had a reason for what I did.”
“So do I!” said Lady Forrester penitently. “But you see, dear, I was
no more thinking of the Sothernbay doctor at that moment than of
the man in the moon. You never in the least described him to me,
remember. And this man doesn’t look like a doctor.”
“He is not exactly a doctor now,” said Cicely. “I never thought of
him as only a doctor. He was clever in other directions too.”
“Well, he will call in a few days, at least I hope so,” said Amiel,
getting up her spirits again, and to do her justice, it was not often she
let them go down,—“and then you will see how nice I shall be to him.
Has he a wife, by the bye?” she added quickly.
 “No,” replied Cicely. They were out in the street by this time,
walking briskly homewards. Was it the keen, fresh air—it was a
frosty day—which had given the girl’s cheeks the sudden glow which
her sister observed, as she answered the question? Amiel, like Mrs.
Crichton, though in a general way the most outspoken of human
beings, sometimes had her own thoughts about things. “I wonder if
Mr. Guildford will call,” she said to herself.
But some days passed without his doing so, and Amiel was
beginning to think that either she had been mistaken in imagining her
sister’s manner to have been different from usual on the day of the
unexpected meeting in the picture-room, or that there was some
stronger reason for Mr. Guildford’s staying away than she had then
suspected, when, by one of those curious little social coincidences
on which hang apparently so many of the great events of life, she
met him again at the house of a friend of Sir Herbert’s where they
were dining.
Cicely was not with them. The guests were few in number,
consisting principally of men of position and mark in science or
literature, for the host and hostess were what Lady Forrester
described as “horribly clever people,” and their house was a
favourite resort of many of the sociably inclined lions of the day.
“I used to hate that kind of dinner-party when we were first
married,” she confessed to her sister while dressing for the
entertainment. “I used to be always imagining to myself what a little
fool they must all think me, and how they must wonder what a grave,
middle-aged ‘diplomate’ like dear old Herbert could have seen in me
to make him want to marry me. But I’ve quite got over all that now.
Not that they don’t think me a little fool, I am quite sure they do, but I
am beginning to suspect that very clever people find it rather
refreshing sometimes to come across some one utterly unlike
themselves and who isn’t the least overawed by all their learning. I
am very happy indeed in my profound ignorance—I don’t even
offend by possessing a little knowledge. Only now and then I come
across some one I really can’t get to talk. Do you remember that
terrible Dr. Furnival, the man who could talk twenty living languages,
but was never known to make an observation in his own? He was
hopeless, and he was always taking me in to dinner at one time! I
wonder whom I shall be consigned to to-night.”
“You must tell me all about it to-morrow,” said Cicely. “I am going
to bed early. I am rather tired.”
“I don’t think you are looking well,” said Amiel, anxiously. “And you
so often say you are tired. Cicely dearest,” she added fondly, “is
anything troubling you? Some times lately I have fancied—” she
hesitated.
“What?” asked Cicely, smiling. But her smile seemed to Amiel to
have strangely little brightness in it. “What have you fancied, Amy?”
“I can’t tell you—just that something was troubling you.”
“We have had a great many troubles,” said Cicely evasively.
“Yes, but the look I mean doesn’t come from those. It is an
uncertain, wistful look, as if you were trying to be satisfied about
something and couldn’t. I don’t want you to tell me, dear, if you don’t
like, but if—if I could help you or be any good to you, you would tell
me, wouldn’t you?”
Cicely kissed her. “Yes, I would,” she said. “But don’t trouble
about me, Amy. You have made yourself look quite anxious, and I
was just thinking how bright and pretty you were to-night,” she added
regretfully.
“I shall look ‘bright and pretty’ again in a minute,” said Lady
Forrester insinuatingly, “if—if—Cicely don’t be angry with me—if
you’ll satisfy me about one thing.”
“Tell me what it is then.”
“Whatever is it that is troubling you has nothing to do with Trevor
Fawcett, has it?” asked Amiel boldly. “It is not that you are looking
back to all that, is it?”
Cicely’s face cleared. “No,” she said unhesitatingly, “it has nothing
to do with that.”
“I am glad to hear it,” said Amiel. “You know I never thought him
good enough for you, Cicely. That wife of his is welcome to him as
far as you are concerned, in my opinion, though I must say—”
“Please don’t say it, Amy,” interrupted Cicely. “I don’t like even you
to say bitter things about them. Why should you? You see how
completely I have outgrown it. I can’t bear you to be unforgiving to
Trevor, poor Trevor. I wish he had been our brother, Amy!”
“I will forgive him—utterly,” said Amiel. “I promise you I will,
whenever, or if ever, I see you as happy as I am; and that, he would
never have made you. You would have been so tired of him—as
tired of him as Herbert ought to have been of me long ago!”
And so saying she gathered together her velvet draperies, and
held up her face—she was not quite as tall as her sister—for a
parting kiss. Cicely spent the evening quietly by herself—she had
disappeared for the night before the Forresters’ return. It was not till
the next morning at breakfast that she heard anything about the
dinner-party.
“How did you get on last night?” she asked her sister. “Did Dr.
Furnival take you in to dinner?”
“No, my dear, he did not,” said Amiel importantly. “Would you like
to know who had the honour of doing so?”
“Lord H—himself, perhaps,” said Cicely. “There were not many
people there, were there?”
“No, very few,” replied Lady Forrester. “Only two other ladies, but
they were both far bigger people than I, so I was not the prima
donna, as Mrs. Malaprop or Mrs. Gamp or somebody says. Who do
you think was my fate for the evening?”
“How can I guess?”
Amy’s eyes sparkled. “Can’t you really?” she exclaimed. “Well,
then, I’ll tell you. It was the gentleman we have been staying at home
to see for nearly a week. I told him so,” she added maliciously.
“Mr. Guildford!” exclaimed Cicely.
“Yes, my dear, Mr. Guildford. And I made myself very nice to him.
Didn’t I, Herbert?”
 “It looked like it certainly,” said Sir Herbert, from behind his
newspaper. He was a grave, somewhat matter-of-fact man as a rule,
but Cicely, who sat next him, fancied that she discerned a twinkle of
amusement in his eyes, as he answered Amiel’s appeal.
“Yes,” she repeated, “I made myself very nice to him. He is
coming to call, and he was very sorry—really distressed—at our
having stayed in for him so many days.”
“Amy,” exclaimed Cicely, in a tone of genuine vexation, “you didn’t
really say that?”
“Of course not, you silly child, I am only teasing you,” replied Amy,
at the same time, however, throwing unperceived by her sister a
triumphant glance across the table at her husband. “Seriously,
Cicely, I like him very much, and he is coming to see us some day
soon. I had no idea he was a man of such position and note as he is.
Herbert tells me he is considered one of the most rising men of the
day—among scientific people I mean.”
“Yes,” said Sir Herbert, “he is a very clever and original man. He is
now known to have been the author of a series of papers in the ‘Six-
weekly,’ which made quite a sensation a few months ago. Your
Sothernbay doctor has awakened to find himself famous, Cicely.”
“I did not know it,” she replied simply. “I knew he was clever and
very hard-working, but I did not know he had already reached any
recognised position.”
“The meeting him at the H.’s shows what he is in itself,” said Sir
Herbert. Then he returned to his paper, and no more was said about
Mr. Guildford.
But a good deal was thought about him. Amiel’s head was full of
him, and the discovery which she believed she had made.
“Herbert,” she had said to her husband the instant they were
alone in the carriage on their way home the evening before,
“Herbert, I know now what is the matter with Cicely. I know why she
has grown so silent, and as if she could not feel interested in
anything. She does care for him, and she thinks he doesn’t care for
her.”
 “My dear child, what are you talking about?” exclaimed poor Sir
Herbert. “Cicely does care for whom?”
“For Mr. Guildford. I told you we met him when we went to see
those pictures the other day. I suspected it then; I am sure of it now. I
mean I am sure now that he cares for her too.”
“Surely you are jumping to a conclusion in an extraordinary way,
my dear. What can she know of Mr. Guildford? Where have they
ever met? And the last thing you told me—only last night I believe it
was, you were quite angry because I ventured to express a doubt
about it—was that Cicely was breaking her heart for that cousin of
hers, Fawcett, I mean, the man who behaved so strangely to her,”
said Sir Herbert.
“But that was all a mistake. She has told me it isn’t that,”
exclaimed Amiel eagerly. “And, Herbert, you don’t understand. Mr.
Guildford was the doctor at Sothernbay.”
She went on to explain his identity with the man, of whom during
the first part of their residence in India, there had been frequent
mention in home letters. Sir Herbert began to understand things.
“I never dreamt of his being the same Guildford,” he said. “But
Amy, my dear, you had better take care what you are about.”
“You don’t mind my asking him to come to see us?” she said.
“And supposing what I think should be the case, Herbert, what
then?”
“How do you mean?”
“Would it be a bad marriage for Cicely?”
“A bad marriage? In a worldly sense, you mean, I suppose? No, I
don’t know that it would. Of course had her position remained what it
was, she might have done better. But as things are—no, there would
be nothing to object to. And personally I know he is a very estimable
man. The H.’s think very highly of him.”
Amiel breathed more freely. She was conscious that she had, as
she expressed it, “made herself very nice to Mr. Guildford.” In her
dexterous, woman’s way she had succeeded in eliciting from him far
more particulars of his acquaintance with her sister than she had
before been in possession of, and putting one thing with another, a
favourite occupation of hers, she had arrived at her own conclusions.
And with even more tact, she had managed to infuse into her
companion’s heart, a feeling that hitherto he had never ventured to
encourage. She had given him to understand that, in her opinion, he
might hope.
And then, being on the whole a sensible as well as a quick-witted
and impulsive woman, she had grown a little frightened at what she
had done.
CHAPTER XI.
 FRIEND AND WIFE.

“So grew my own small life complete

As nature obtained her best of me.”
By the Fireside.

“To marry aright is to read the riddle of the world.”

CICELY was but half satisfied by Amiel’s assurance that she “was only
teasing her,” and very much inclined to arrange shopping expeditions
—a bait she had generally found irresistible—for some days to
come, at the hour when their visitor was to be expected. But “for to-
day, I need not ask her to alter her plans,” she said to herself. “He
will certainly not call to-day.” So when Amiel said that she had letters
to write and could not go out, Cicely made no objection, and the
sisters spent the afternoon in the house.
 It was growing dusk when Sir Herbert’s voice was heard coming
upstairs. “I have brought you a visitor, Amy,” he exclaimed, as he
opened the drawing-room door.
“How do you do, Mr. Guildford?” said Lady Forrester, calmly
shaking hands with her guest. Then Cicely found herself calmly
shaking hands with him too, and in another five minutes it seemed to
her quite natural to see him sitting there among them, while Amiel
poured out tea, and the room looked bright and homelike in the
firelight.
He stayed about an hour, and when he left he had promised to
dine with them the next day; and when Cicely woke the next
morning, she fancied the sun was shining more brightly than was
usual through London windows!
The evening passed pleasantly. Cicely liked to listen to Mr.
Guildford and her brother-in-law; she liked to realise the high
estimation in which each evidently held the other; she herself felt
satisfied to sit in silence, without analysing her content.
“I wish Mrs. Crichton were here to sing to us,” she said towards
the end of the evening to Bessie’s brother.
“Yes,” he answered, but somewhat absently. Then he went on
hastily. “Miss Methvyn,” he said, “I want to ask you a favour. Will you
copy out another manuscript for me. It is not a long one.”
“Certainly I will,” she replied cordially. “Send it to me whenever
you like.”
“I have never got any professional copier to do them as well as
you did that one at Hivèritz. And,” he continued, “I cannot manage
them myself.”
He hesitated. Cicely looked up quickly. “Do you mean,” she said,
“that your eyes are not any better?”
He bent his head. “Yes,” he replied, “that is what I meant to tell
you. I wanted you to know.”
A little shiver ran through Cicely; she was sitting by the piano:
they were out of hearing of Sir Herbert and Amiel, engrossed with
cribbage, in the other drawing-room; for an instant she turned her
head away; when she looked up again there were tears in her eyes,
—was it the sight of them that lighted up with a strange new light the
dark ones so earnestly regarding her?
“Do you mean,” she said tremulously, “that you are growing blind?
Is that what you want me to know—did you mean to—to break it by
asking me to copy the manuscript for you?”
He smiled—a smile so brightly happy, so full of sunshine that
Cicely felt bewildered.
“Do you mean,” he whispered, “that if it were so, you would care
so much? Do you—can you care so much for anything that might
happen to me?”
One of Cicely’s hands was lying on the keys. Edmond covered it
with his own. She did not withdraw it—but she did not speak; only,
one of the tears’ dropped quietly on to the hand that held hers. It
seemed to give him courage to say more.
“Cicely,” he said softly, “will you not answer me? Is it possible you
care for me so?”
Cicely looked up. “I care so much—I care for you so much that—
is it horribly selfish of me?—forgive me—I could hardly regret your
being blind, if—if I might be eyes to you. Oh! you know what I mean,”
she went on. “Life would be worth having to me if I could use it in
helping you.”
He looked at her with a whole world of feeling beyond expression
in his eyes. “I can hardly believe it,” he whispered, as if to himself.
“What have I done to deserve it? Cicely, are you sure you are not
mistaken? Is it love, not pity—are you sure?”
“I never really knew what love meant till I learnt to love you,” she
said softly.
He kissed away the tears still trembling on her eyelids, he
whispered the sweet, fond foolish words that will never seem worn-
out or hackneyed while time and youth last in this old world of ours,
though never will they express the hundredth part of a true man’s
love for a noble woman. And then he told her what by this time he
had almost forgotten all about, the worst to be feared for him was
hardly so bad as she had imagined; his sight was by no means
irrevocably doomed, it might be yet spared to him, with care and
attention there was good reason for hoping it would be so. “For now,”
he said, “I shall value it doubly.”
Sir Herbert had fallen asleep by the fire long ago. Amiel had
disappeared; there was nothing to interrupt the many questions
these two were now eager to ask and answer.
“Why were you so cold to me the other day, when we met in the
picture-room?” he said.
“What was I to think?” she answered. “Why had you never come
to see us?”
He tried to evade a reply, but she persisted. Then at last he
confessed to his foolish jealousy of Mr. Hayle. “I had no reason to
think you cared for me in the least, remember,” he said. “All that time
at Hivèritz, your manner was more discouraging than any coldness.
You were so dreadfully friendly and unconstrained.”
“Yet you were happy there?” she said.
“Yes,” he said, “but I was deceiving myself. I thought I was
satisfied with what I believed to be all you could give me—your
friendship. Then my eyes were opened, and since then—oh! what a
dreary mockery everything has seemed all this time!”
“Yes,” she whispered, “I know. I thought it was only I that felt it so.
I thought you had quite forgotten, or outgrown any other feeling—
that you were glad to be able to keep to your theory of not letting
love gain much hold of you, and I tried to think I was satisfied too.”
“Ah, yes! My theories,” he said, with a smile. “I thought I could
keep Love in its place. It never struck me that Love may be a master,
not in the sense of a tyrant, but of a teacher. But I shall be an apt
pupil now. Cicely, I love you with heart and soul, and mind and
conscience approve. It is the best of me that loves you, my darling—I
understand now how such love can be called divine, and I feel that it
must be immortal.”