Marketing 12Th Edition Lamb Solutions Manual Full Chapter PDF

Marketing 12th Edition Lamb Solutions
Manual
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CHAPTER 7 Business Marketing
CHAPTER FEATURES
Chapter Features Key Points

✓ Marketing & You  Students are given a survey to analyze their personal experiences
with salespersons.
✓ Marketing Metrics  In order to determine who potential customers are and how to best
approach them, a software company must calculate the amount of
work that qualifying and closing sales leads will require. This will
allow them to determine how large a salesforce to employ to
maximize resources.
✓ Ethics in Marketing  Lockheed Martin’s Board of Directors has adopted the booklet,
Setting the Standard as the company’s Code of Ethics and Business
Conduct. The Code includes three key components: a culture of
integrity, our vision, and our values.
✓ Application Exercise  Students determine how ethical it is for purchasing managers to

accept certain gifts.
✓ Case Study  The Pantone Matching Systems have served as the industry standard
in color matching and identification. Over time, Pantone has added
additional supplemental color-matching systems for various
applications.
✓ Company Clips  Darci Andresen, head of Advertising Sales & Special Promotions for
ReadyMade describes the process she goes through when seeking
new advertisers. Cultivating those relationships is an important
component of making the company successful.
USING THIS MANUAL
Chapter seven includes eight learning outcomes that help students become more familiar with business marketing. The
chapter outline provides detailed analysis of these learning outcomes, listing PowerPoint slides and review questions as
they correspond to sections of the text. Answers and explanations for end-of-chapter exercises are included following the
outline. Supplemental exercises for video, classroom, and group activities are also included throughout the manual to
provide more ideas on instructional applications. The last section lists great ideas for teaching marketing from faculty
from around the country.
LEARNING OUTCOMES
Chapter 7 ♦ Business Marketing 7-1

1 Describe business marketing
Business marketing is the marketing of goods and services that are bought for use in business rather than for personal
consumption. Intended use, not physical characteristics, distinguishes a business product from a consumer product.
2 Describe the role of the Internet in business marketing

The rapid expansions and adoption of the Internet have made business markets more competitive than ever before. The
number of business buyers and sellers using the Internet is rapidly increasing. Firms are seeking new and better ways to
expand markets and sources of supply, increase sales and decrease costs, and better serve customers. Marketers are
becoming more sophisticated in their use of the Internet and are developing quantitative methods that can be used to
better measure online success.
3 Discuss the role of relationship marketing and strategic alliances in business

marketing
Relationship marketing entails seeking and establishing long-term alliances or partnerships with customers. A strategic
alliance is a cooperative agreement between business firms. Firms form alliances to leverage what they do well by
partnering with others that have complementary skills.
4 Identify the four major categories of business market customers

Producer markets consist of individuals and for-profit organizations that buy products for use in producing other
products, as components of other products, or in facilitating business operations. Reseller markets consist of retailers and
wholesalers that buy finished products to resell for profit. Government markets include federal, state, county, and city
governments that buy goods and services to support their own operations and serve the needs of citizens. Institutional
markets consist of very diverse non-business institutions whose main goals do not include profit.
5 Explain the North American Industry Classification System

The NAICS provides a way to identify, analyze, segment, and target business and government markets. Organizations
can be identified and compared by a numeric code indicating business sector, subsector, industry group, industry, and
country industry. NAICS is a valuable tool for analyzing, segmenting, and targeting business markets.
6 Explain the major differences between business and consumer markets

In business markets, demand is derived, price-inelastic, joint, and fluctuating. Purchase volume is much larger than
in consumer markets, customers are fewer in number and more geographically concentrated, and distribution channels
are more direct. Buying is approached more formally using professional purchasing agents, more people are involved in
the buying process, negotiation is more complex, and reciprocity and leasing are more common. And, finally, selling
strategy in business markets normally focuses on personal contact rather than on advertising.
7 Describe the seven types of business goods and services

Major equipment includes capital goods, such as heavy machinery. Accessory equipment is typically less expensive
and shorter-lived than major equipment. Raw materials are extractive or agricultural products that have not been
processed. Component parts are finished or near-finished items to be used as parts of other products. Processed materials
are used to manufacture other products. Supplies are consumable and not used as part of a final product. Business
services are intangible products that many companies use in their operations.
8 Discuss the unique aspects of business buying behavior

Business buying behavior is distinguished by five fundamental characteristics. First, buying is normally undertaken by a
buying center consisting of many people who range widely in authority level. Second, business buyers typically evaluate
alternative products and suppliers based on quality, service, and price—in that order. Third, business buying falls into
three general categories: new buys, modified rebuys, and straight rebuys. Fourth, the ethics of business buyers and sellers
7-2 Chapter 7 ♦ Business Marketing

are often scrutinized. Fifth, customer service before, during, and after the sale plays a big role in business purchase
decisions.
CHAPTER OUTLINE
1 Describe business marketing
I. What Is Business Marketing?
PowerPoint 7-5: Business marketing is the marketing of goods and services to individuals and
Business Products organizations for purposes other than personal consumption.
Review Question 1.1 Business products include those that:
1. Are used to manufacture other products

2. Become part of another product
3. Aid the normal operations of an organization
The key characteristic distinguishing business products is intended use, not

physical characteristics.
2 Describe the role of the Internet in business marketing
Review Question 2.1 II. Business Marketing on the Internet
Class Activity: Asks The use of the Internet to facilitate activities between organizations is called
students to go to business business-to-business electronic commerce (B-to-B or B2B e-commerce).
oriented Web sites and
report on the effectiveness Companies selling to business buyers face the same challenges as all
of the informational and marketers including determining who, exactly, the market is and how best to
marketing aspects of those reach them. This is particularly difficult in business marketing because
sites. business has rapidly moved online ad overseas.
PowerPoint 7-9: A. Measuring Online Success

Measuring Online Success
1. Stickiness is a measure of a Web site’s effectiveness
Stickiness = Frequency x Duration x Site Reach
2. By measuring the stickiness factor of a Web site before and after a

design or function change, the marketer can quickly determine
whether visitors embraced the change.
B. Trends in B2B Internet Marketing
1. The most significant trend in B2B marketing is the shift of sourcing

to the Net.
2. An Internet marketing technique that hasn’t yet lived up to its

potential is RSS (Real Simple Syndication) feeds.

3. Over the last decade, marketers have become more and more
PowerPoint 7-10: sophisticated in their use of the Internet.
Evolution of E-Business
Initiatives
Review Question 2.2 4. Disintermediation is the elimination of intermediaries such as

wholesalers or distributors from a marketing channel.
5. Reintermediation is the reintroduction of intermediaries between

producers and users.
3 Discuss the role of relationship marketing and strategic

alliances in business marketing
Review Question 3.1 III. Relationship Marketing and Strategic Alliances
Relationship marketing entails seeking and establishing strategic alliances or

partnerships with customers. It has become an important business marketing
strategy as customers have become more demanding and competition has
become more intense.
PowerPoint 7-13: A. Strategic Alliances

Strategic Alliances
1. A strategic alliance is a cooperative agreement between business
firms.
2. Strategic alliances can take the form of licensing or distribution

agreements, joint ventures, R&D consortia, or multinational
partnerships.
3. Business marketers form strategic alliances to strengthen operations

and better compete.
4. Relationship commitment is a firm’s belief that an ongoing

relationship with another firm is so important that it warrants
maximum efforts at maintaining it indefinitely.
PowerPoint 7-14: B. Relationships in Other Cultures

Relationships in Other
Cultures 1. Although the terms relationship marketing and strategic alliances
are fairly new in American business, the concepts have long been
familiar in other cultures.
2. Businesses in other countries rely on personal relationships to

facilitate exchange between firms. Reciprocity and personal
relationships contribute to amae, which is the feeling of nurturing
concern for, and dependence upon another.
3. Relationships between companies can develop into a keiretsu, a

network of interlocking corporate affiliates.
4 Identify the four major categories of business market

customers
IV. Major Categories of Business Customers

Review Question 4.1
PowerPoint 7-17: A. Producers
Major Categories of
Business Consumers 1. The producer segment of the business market includes profit-
oriented individuals and organizations that use purchased goods and
services to produce other products, to incorporate into other
products, or to facilitate the daily operations of the organization.
2. Examples of producers include construction, manufacturing,

transportation, finance, real estate, and food service.
3. Producers are often called original equipment manufacturers or

OEMs. These are individuals and organizations that buy business
goods and incorporate them into the products that they produce for
eventual sale to other producers or to consumers.
B. Resellers
1. The reseller market consists of retail and wholesale businesses that

buy finished goods and resell them for a profit.
2. Many retailers and most wholesalers carry large numbers of items.
Review Question 4.2 C. Governments
Government organizations include thousands of federal, state, and local

buying units and represent what is considered to be the largest single
market for goods and services in the world.
1. The Federal Government
a. The U.S. federal government is the world's largest customer. It

purchases almost every imaginable good and service.
b. Many different agencies and departments handle federal
purchasing, as if they were separate companies.
2. State, County, and City Government
a. A business marketer may find over 82,000 state, county, and

city governmental units likely to buy its wares.
b. The paperwork and regulations involved in selling to these
government agencies may be less complicated than selling to
the federal government, but the sheer volume of potential
clients may be frustrating.
D. Institutions
1. The fourth major segment of the business market consists of

institutions that seek to achieve goals different from such ordinary
business goals as profit, market share, and return on investment.
2. This segment includes many schools, hospitals, churches, civic

clubs, and private nonprofit organizations.
5 Explain the North American Industry Classification
System
Review Questions 5.1 V. The North American Industry Classification System
The North American Industry Classification System (NAICS) is an

industry classification system introduced in 1997 to replace the standard
industrial classification system (SIC).
It provides a common industry classification system for the NAFTA partners.
PowerPoint 7-21: The NAICS is a valuable tool for business marketers in analyzing,
Example of NAICS segmenting, and targeting markets. The hierarchical structure of NAICS
Hierarchy allows industry data to be summarized at several levels of detail:
PowerPoint 7-22: 1. The first two digits designate a major economic sector.
NAICS 2. The third digit designates an economic subsector.
3. The fourth digit designates an industry group.
4. The fifth digit designates the NAICS industry.
5. The sixth digit, when used, identifies subdivisions of NAICS
industries that accommodate user needs in individual countries.
6 Explain the major differences between business and

consumer markets
PowerPoint 7-24: VI. Business Versus Consumer Markets

Business Versus
Consumer Markets Business markets have certain characteristics that are different from consumer
markets.
PowerPoint 7-25: A. Demand

Demand in Business
Markets 1. Derived demand is the demand for business products that results
from the demand for consumer products.
Review Question 6.1
Because demand for business products is derived, business
marketers must carefully monitor demand patterns and changing
preferences in final consumer markets.
2. Inelastic demand means that an increase or a decrease in the price

of a product will not significantly affect demand for it.
The demand for many business products is inelastic because the

price of many products used in the production of a final product has
an insignificant effect on the total price of the final consumer
product. The result is that demand for the final consumer product is
not affected.
3. Joint demand occurs when two or more items are used together in
a final product. An increase in demand for the final product will
affect all of the jointly demanded products.

PowerPoint 7-26: 4. Fluctuating Demand occurs when the demand for business products
Fluctuating Demand tends to be more volatile than the demand for consumer products.
A small increase or decrease in consumer demand produces a much

larger change in demand for the facilities and equipment needed to
manufacture the consumer product. This is known as the multiplier
effect or accelerator principle.
B. Purchase Volume
Business customers buy in much larger quantities than consumers do.
C. Number of Customers
Business marketers typically have far fewer customers than consumer

marketers.
1. Business marketers may have an advantage in identifying

prospective customers, monitoring their needs, and providing
personal attention.
2. The reduced number of customers can also be a disadvantage, because each

customer is so overwhelmingly important to the business.
D. Location of Buyers
Business customers tend to be much more geographically concentrated

than consumers are.
More than half the nation's industrial purchasers are located in just seven
states: New York, California, Pennsylvania, Illinois, Ohio, Michigan,
and New Jersey.
E. Distribution Structure
Review Question 6.2 Many consumer products pass through a distribution system that includes the
producer, one or more wholesalers, and a retailer. Direct channels are much more
common in business marketing than in consumer marketing.
F. Nature of Buying
Business buyers, who are often professionally trained purchasing agents

or buyers, normally take a more formal approach to buying compared to
consumers.
G. Nature of Buying Influence
More people are usually involved in a single business purchase decision

than in a consumer purchase decision.
Some purchase decisions rest with a buying center, which is a panel of

experts from a variety of fields within an organization.
H. Type of Negotiations

Negotiation of price, product specifications, delivery dates, payment
terms, and a variety of other conditions of sale is common in business
marketing.
I. Use of Reciprocity
Business purchasers often choose to buy from their own customers, a

practice known as reciprocity. Reciprocity is neither illegal nor
unethical unless one party coerces the other; it is generally considered a
reasonable business practice.
J. Use of Leasing
Consumers normally buy products rather than lease them. But businesses
commonly lease expensive equipment, such as computers, construction
equipment and vehicles, and automobiles.
K. Primary Promotional Method
Personal selling tends to be emphasized by business marketers in their

promotion efforts.
Many business products are expensive, require customization, are

ordered in large volumes, or involve intricate negotiations. All these
situations necessitate a great deal of personal contact.
Marketing Metrics
Business Market Product Launch and Sales Force Size
In order to determine who potential customers are and how to best approach them,
a software company must calculate the amount of work that qualifying and closing
sales leads will require. This will allow them to determine how large a salesforce to
employ to maximize resources. Based on the calculations performed in this box, a
marketing manager would employ 38 salespeople to meet the outlined parameters.
A similar method can be used for projecting revenue and salesforce requirements in
a number of industries.
7 Describe the seven types of business goods and

services
VII. Types of Business Products
PowerPoint 7-29: A. Major Equipment

Types of Business
Products Major equipment consists of capital goods, such as large or expensive
machines, mainframe computers, blast furnaces, generators, airplanes,
Review Question 7.1 and buildings.
1. Major equipment is also called an installation.
2. Major equipment always depreciates over time.
B. Accessory Equipment
Accessory equipment is generally less expensive and shorter-lived than

major equipment. It consists of goods such as portable tools and office
equipment.
C. Raw Materials
Raw materials are unprocessed extractive or agricultural products, such

as mineral ore, lumber, wheat, vegetables, and fish, which become part
of the final product.
D. Component Parts
Component parts are either finished items ready for assembly or

products that need very little processing before becoming part of some
other product; examples include spark plugs, tires, and electric motors.
E. Processed Materials
Processed materials are used directly in manufacturing other products;

unlike raw materials, they have had some processing. Examples include
sheet metal, lumber, chemicals, corn syrup, and plastics.
F. Supplies
Supplies are consumable items that do not become part of the final
product, such as lubricants, detergents, paper towels, pencils, and paper.
G. Business Services
Business services are expense items that do not become part of a final
product. Outside providers perform such tasks as advertising, janitorial,
advertising, legal, management consulting, maintenance, and other
services.
8 Discuss the unique aspects of business buying behavior
PowerPoint 7-32: VIII. Business Buying Behavior

Business Buying Behavior
A. Buying Centers
A buying center includes all those persons in an organization who

become involved in the purchase decision.
Membership in the buying center and relative influence of the

participants vary widely from organization to organization.
Buying centers do not appear on the formal organizational chart.

PowerPoint 7-33:
1. Roles in the Buying Center
Roles in the Buying
Center
a. The initiator is the person who first suggests making a
purchase.
Review Question 8.1
b. Influencers/evaluators often define specifications for the
purchase or provide information for evaluating options.

c. Gatekeepers regulate the flow of information about the
purchase to the deciders and others.
d. The decider is the person who possesses formal or informal
power to choose or approve the selection of the supplier or
brand.
e. The purchaser is the person who actually negotiates the
purchase.
f. Users are the members of the organization who will actually
use the product.
2. Implications of Buying Centers for the Marketing Manager
Vendors need to identify and interact with the true decision makers.
Other critical issues are each member's relative influence and the
evaluative criteria used by each member.
PowerPoint 7-34: B. Evaluative Criteria

Evaluative Criteria The three most important and commonly used criteria are quality,
service, and price—in that order.
1. Quality refers to technical suitability. Evaluation of quality also

applies to the salesperson and the salesperson's firm.
2. Service may range from pre-purchase needs surveys to installation
to dependability of supply.
3. Price is extremely important in most business purchases.
PowerPoint 7-35: C. Buying Situations

Buying Situations Often business firms must decide whether to make a certain item or to
buy it from an outside supplier. Essentially, this is an economic decision
Review Question 8.2 concerning price and use of company resources.
If a firm chooses to purchase a product, it will do so under one of the

three following conditions: new buy, modified rebuy, or straight rebuy.
1. A new buy situation requires the purchase of a product for the

first time.
a. This situation represents the greatest opportunity for new

vendors.
b. If the new item is a raw material or a critical component part,
the buyer cannot afford to run out of supply.
2. A modified rebuy is a situation where the purchaser wants some

change in the original good or service.
a. A modified rebuy is normally less critical and time-consuming

than a new buy.
b. In some cases, the purchaser just works with the original
vendor, but in other cases, the modified rebuy is opened to
outside bidders.
3. In a straight rebuy, the purchaser reorders the same goods or

services without looking for new information or investigating other
suppliers.
One common technique in a straight rebuy is the use of a

purchasing contract for items that are purchased often and in high
volume, which further automates the purchase process.
D. Business Ethics
Ethics refers to the moral principles or values that generally govern the
conduct of an individual or a group. It can also be viewed as the standard
of behavior by which conduct is judged.
Ethics in Marketing
Code of Ethics at Lockheed Martin
Lockheed Martin’s Board of Directors has adopted the booklet, Setting the Standard as
the company’s Code of Ethics and Business Conduct. The Code includes three key
components: a culture of integrity, our vision, and our values.
E. Customer Service
1. Business marketers are increasingly recognizing the benefits of
PowerPoint 7-36: developing a formal system to monitor customer opinions and
Customer Service perceptions of the quality of customer service.
2. Most firms find it necessary to develop measures unique to their

own strategy, value propositions, and target market.
3. Some customers are more valuable than others are. By giving the
most valuable customers superior service, a firm is more likely to
keep them happy, hopefully increasing retention of these high-
value customers.
Providing different customers with different levels of service is a

very sensitive matter and must be handled very carefully and
discreetly to avoid offending lesser value, but still important,
customers.
TERMS
accessory equipment joint demand processed materials
business marketing (industrial keiretsu raw materials
marketing)
business services major equipment (installations) reciprocity
business-to-business electronic modified rebuy reintermediation
commerce multiplier effect (accelerator relationship commitment
principle) stickiness
buying center new buy straight rebuy
component parts North American Industry strategic alliance (strategic
Classification System (NAIC) partnership)
derived demand supplies
disintermediation original equipment manufacturers trust
(OEMs)
Suggested Homework:
• The end of each chapter contains numerous questions that can be assigned or used as the basis for longer
investigations into marketing.
REVIEW AND APPLICATIONS
1.1 As the marketing manager for Huggies diapers, made by Kimberly-Clark, you are constantly going head-to-
head with Pampers, produced by rival Procter & Gamble. You are considering unlocking the potential of
the business market to increase your share of the disposable diaper market, but how? Write an outline of
several ways you could transform this quintessentially consumer product into a successful business product
as well.
Students’ answers will vary and should identify not only new types of buyers, but new types of promotion and
pricing strategies as well. New packaging may also be required.
2.1 How could use you use the Web site www.BtoBonline.com to help define a target market and develop a
marketing plan?
This Web site provides some services to organizations that wish to do business with other organizations. Links
on the Web site include: services, resources, finance, tools, media kit, and access to Business to Business
Magazine. To find a potential target market, the first area that potential marketers should use is the resources
link. This link provides a list of various organizations—such as U.S. government agencies, international
organizations, and magazines/newspapers—and provides links to these Web sites. If a company is considering
targeting the U.S. government, for example, it can link to the U.S. government agency Web site and read all
about it. That will provide some information on the needs of the target market and how it goes about accepting
bids. The Web site is not very good at helping companies identify private enterprise target markets, as those
would be too numerous to list.
2.2 Reconsider question 1.1. How could you use the Internet in your business marketing of Huggies diapers?
Students’ answers will vary but should include ideas for all four Ps.
3.1 Why is relationship or personal selling the best way to promote in business marketing?
In most cases, business selling relies on a long-term relationships and repeat buying. Close communication and
ongoing dialog is essential to satisfying the customers.
4.1 Understanding businesses is the key to business marketing. Publications like Manufacturing Automation,
Computer Weekly, Power Generation Technology & Markets, and Biotech Equipment Update can give you
insights into many business marketing concepts. Research the industrial publications to find an article on a
business marketer that interests you. Write a description of the company using as many concepts from the
chapter as possible. What major category or categories of business market customers does this firm serve?
Student answers will vary since they can select any business marketer.
4.2 What do you have to do to get a government contract? Check out the Web sites www.fedbizopps.gov and
www.governmentbids.com to find out. Does it seem worth the effort?
Students’ answers will vary.
5.1 Pick a product and determine its NAICS code. How easy was it to trace the groups and sectors?
Students should visit the NAICS web site at www.census.gov/eos/www/naics/. Students’ answers will vary
depending on the product selected.
6.1 How might derived demand affect the manufacturing of an automobile?

The demand for new cars drives the demand for products such as tires, brake linings, windshields, wipers, and
more. In turn, the demand for tires drives a large portion of the demand for rubber. So automobiles, with so many
complex components, drive the demand for a great many products, hence the derived demand.
6.2 Your boss has just asked you, the company purchasing manager, to buy new computers for an entire
department. As you have just recently purchased a new home computer, you are well educated about the
various products available. How will your buying process for the company differ from your recent purchase
for yourself?
As with family purchasing decisions, several people may play a role in the business purchase process. The boss is
the initiator and may be the decider. The coworkers for whom the computers are being purchased will be the users,
and you are the purchaser but may also be an influencer. Business buyers evaluate products on quality, service, and
price—in that order. As a consumer, price may be the first priority in a computer purchase, and service may not
even be an issue at all. Since you will be investing a large amount of capital resources in the new computer system,
lengthy negotiations will most likely take place; this does not generally happen with consumer purchases of
computers. Lastly, you may decide to lease the computers. In the business environment it is more critical to stay
abreast of new technologies, necessitating more frequent upgrades than for home use.
7.1 In small groups, brainstorm examples of companies that feature the products in the different business
categories. (Avoid examples already listed in this chapter). Compile a list of ten specific products including
at least one in each category. Then, match them up with another group. Have each group take turns naming
a product have the other group identify its appropriate category. Try to resolve all discrepancies by
discussion. Some identified products might appropriately fit into more than one category.
Students' answers will vary widely by group.
8.1 A colleague has sent you an e-mail seeking your advice as he attempts to sell a new voice-mail system to a
local business. Send him a return e-mail describing the various people who might influence the customer’s
buying decision. Be sure to include suggestions for dealing with the needs of each of these individuals.
Students’ answers should address some of these points:

The initiator is the person who first suggests making a purchase. This could be a CEO or an office manager or
someone else. Influencers or evaluators often define specifications for the purchase or provide information for
evaluating options. You need to find out who these people are and make sure you meet their specifications.
Gatekeepers regulate the flow of information about the purchase to the deciders and others. The decider is the
person who possesses formal or informal power to choose or approve the selection of the supplier or brand, so this
person needs full information on the product. The purchaser is the person who actually negotiates the purchase, and
may be a separate function from the decider. Vendors need to identify and interact with the true decision makers.
Other critical issues are each member's relative influence and the evaluative criteria used by each member.
8.2 Intel Corporation supplies microprocessors to Hewlett-Packard for use in their computers. Describe the
buying situation in this relationship, keeping in mind the rapid advancement of technology in this industry.
Students should address some of these points:

The two companies do have a close and long-standing relationship, however the purchases are not simple rebuys.
With the new technology, Hewlett-Packard and Intel are constantly renegotiating and looking at new products and
new contracts. Hewlett-Packard has multiple product lines—laptops, desktops, and servers—and requires different
chips for the products in each line. Depending on the power needs of an individual product, Hewlett-Packard may
need medium- or high-speed, or possibly multiple processors. Hence, the buying center for purchasing from Intel
will be very complex.
Supplemental Exercise: Group Work

Review and Applications
Review and Applications Questions 1.1, 2.1, and 7.1 lend themselves well to group work. For these activities, divide the
class into small groups of 4-5 people. Each group should read the question and then use their textbooks, or any work that
was completed previously, to perform the exercise. Then each group should discuss or present their work to the class.
APPLICATION EXERCISE
Purpose: This exercise helps students confront the gray areas in their own ethical perceptions.
Setting It Up: You can have students work individually, in pairs, or in groups to complete the checklist on page 219 of
their book. Expect some debate, as differences over what students consider ethical are bound to arise. After students have
had adequate time to determine the gifts they find ethical, show them the grid below. Discuss any differences in
perceptions.
This exercise was inspired by the following Great Idea in Teaching Marketing:
Gregory B. Turner, College of Charleston
STUDENT ETHICS VS. PRACTITIONER ETHICS
This exercise can be used during a logistics or ethics segment in my basic Marketing class. The students find it quite
enjoyable and it helps promote student participation in the classroom. I have developed a standard list of gifts and
gratuities that are offered to purchasing agents. This list was developed based on personal research as well as other
current research in this area. I distribute the list along with a scenario that places the students in the roles of purchasing
agents. The students are asked to then indicate the acceptability of the gifts and gratuities to them. The class then
computes the averages and compares the results to previous outcomes of practitioners. The results typically generate
some spirited discussion.
TYPE OF GIFT/FAVOR A B C D E F G H
Advertising Souvenirs 29 19 69 30 54 80 73 92
Automobiles 0 0 — 0 — — 1 1
Clothing 5 0 6 16 0 — 7 3
Dinners 38 10 22 79 8 - 48 70
Discounts on Personal Purchases 11 5 9 18 15 — 11 21
Food & Liquor 31 5 49 40 0 36 30 29
Golf Outings 26 5 2 57 0 — 28 47
Holiday gifts 27 17 29 56 0 — 43 30
Large Appliances 0 0 — 0 — 2 1 1
Loans of Money 0 0 — 0 — — 1 1
Lunches 47 24 36 93 23 80 68 90
Small Value Appliances 2 5 0 6 0 6 6 6
Tickets (Sports, Theater, Etc.) 28 5 13 59 0 42 37 60
Trips to Vendor Plants 39 11 42 48 0 — 31 51
Vacation Trips 0 0 0 2 0 4 2 2
A = 1995 - 1997 NAPM National Meetings (Turner et. al. 1998)

B = 1994 State of South Carolina (Turner et. al. 1995)
C = 1994 State of Alabama (Turner et. al. 1995)
D = 1992 NAPM C-V Region Survey (Turner et. al. 1992)
E = 1990 State of Arizona (Forker 1990)
F = 1990 Purchasing World Readers Poll (Modic 1990)
G = 1988 NAPM and Ernst & Whinney Survey (Janson 1988)
H = 1979 NAPM and Illinois Institute of Technology Survey (Anjou 1979)
ETHICS EXERCISE
1. Would it be legal and ethical for Cameron Stock to accept this gift?
It may be legal to accept the gift in certain states, but it would not be ethical. Although Cameron has built a
strong relationship with the supplier over the years, accepting such a lavish gift would entangle the business and
personal relationships. One alternative might be for Cameron to accompany the supplier on the trip, but to pay
his own way.
2. How is this addressed in the AMA Statement of Ethics? Go to the AMA Web site at
www.marketingpower.com/AboutAMA/ and reread the Statement of Ethics. Write a brief paragraph
summarizing where the AMA stands on the issue of supplier gifts.
There is no specific paragraph in the code regarding supplier gifts. There is, however, a rule against exercising
coercion in the marketing channel. The acceptance of the gift could be construed as exercising coercion in the
marketing channel, since the supplier would be implicitly trying to give a reason for Cameron to continue to
purchase parts and materials from him, rather than switching to another supplier, who may offer a lower price,
better terms, and so forth.
MARKETING PLAN EXERCISE
Purpose: For continued general assistance in business plans and marketing plans, students should visit
www.bplans.com or www.businessplans.org. Students should also refer to the Marketing Plan Outline-Appendix A in
Chapter 2 for additional checklist items. Students should complete the exercises on pages 265-266 to continue the
marketing plan.
CASE STUDY
Pantone: This Year’s Color: Honeysuckle
1. Pantone’s color-management systems were designed in a business environment and are primarily
employed by businesses and entrepreneurs seeking to standardize colors across various production
applications. Do you think Pantone’s systems might have any use for regular consumers, though? If so
how?
Answers and examples will vary. Generally though, consumers will most likely be color conscious as well, for
instance as they are shopping for clothes or home furnishings. Do-it-yourself type consumers might particularly
find color management systems useful in their projects, such as making sure the fabric they would use to sew a
dress matches the color of the purse they just bought at T.J. Maxx or the paint for their living room matches the
color of their new couch.
2. The colors in Pantone’s systems are created from the proprietary formulations for a base set of inks.
What kind of demand do the inks have with the color management systems as a whole?
The demand relationship would be one of derived demand. If businesses don’t adopt the Pantone color system,
they won’t necessarily need the Pantone inks and their specific formulations. Therefore, demand for the inks is
“derived from” the demand for the color system.
Some might also argue for joint demand, as the color system and the ink formulations must be employed
together to truly be effective. However, while the leader in the field, Pantone color-management systems are not
an official standard, and therefore some businesses might attempt to approximate formulations without using
the specific Pantone inks.
3. What type of business product is the Pantone Management System?
The management system itself is probably best described as a business service. The system is used to provide a
standardized means of communication between various business parties, as well as with customers. So the
system itself is not an actual part of the final product, but provides a service that facilitates interbusiness
operations. The Pantone inks and the formulations used to produce specific colors would probably be
component parts—not finished products, but also not raw materials as they have already received some
processing.
LESSON PLAN FOR VIDEO
Company Clips ReadyMade—Making Business Relationships
Like most periodicals, ReadyMade relies on advertisers for much of its revenue. Finding companies interested in
advertising in the magazine and cultivating those relationships is an important component of making the company
successful. ReadyMade must constantly market its product to potential investors through personal contact and
solicitation. ReadyMade also must develop relationships with distributors and other businesses that will directly or
indirectly promote the magazine and help make it successful. As you watch this video, notice the strategies that Darci
Andresen describes as she explains the process she goes through as head of Advertising Sales & Special Promotions
when seeking new advertisers.
Solutions for Viewing Activities (also for the Company Clips questions in the textbook):
1. When marketing to potential advertisers, what strategies could ReadyMade use to promote itself without
having to rely on hard statistics about its readers?
Since ReadyMade does its own readership data compiling, and is not formally audited, it sells the quality of its
readership or audience—not the quantity.
2. What sort of strategic alliances does ReadyMade maintain? In what ways are these partnerships
beneficial to the magazine?
The magazine prides itself on its authenticity, that is, it will not sell influence over content or special requests to
combine certain advertising with certain editing decisions to make a short-term profit with advertisers.
ReadyMade considers those requests as a conflict of interest—its loyal readership trusting in its authentic
content. Advertising has shifted focus to integrated advertising. For example, advertisers are encouraged to
include their material in goody bags for special events that will have audience interaction, such as
ReadyMade’s sponsorship of local music shows.
3. Go to ReadyMade’s Web site, www.readymademag.com. What evidence do you see of its business
partnerships? How does it use its Web site to market itself to businesses?
Students’ responses will vary. ReadyMademag.com has a banner ad at the top of its site, as well as side-bar
advertising on its home page.
Supplemental Exercise: Video

Company Clips
Pre-Class Prep for You:
• Preview the Company Clips video segment for Chapter 7. This exercise reviews concepts for LO2 and LO3.

• Review your lesson plan.
• Make sure you have all of the equipment needed to show the video to the class, including the DVD and a way to
project the video.
Pre-Class Prep for Students:
• Have students familiarize themselves with the following terms and concepts: business marketing, four major
categories of customers, business v. consumer markets, types of business products, and customer service.
• Have those students who can, visit a grocery store and write down the names of all the home improvement magazines
it carries. Note where each is located in the store, e.g. at the checkout stand, and what is featured on its cover.
Video Review Exercise Activity
• Warm-up
o Break class into small groups to consolidate their findings at the grocery store into one list. Have one
member of each group report its findings.
o Ask for a show of hands if they subscribe to one or more magazines. Ask students to think of one
magazine that is obviously marketed to them or their demographic and how they know that it is.
• In-Class Preview
o Review the definition for relationship marketing.
o Ask students for their best explanation to the following statement from the textbook: “Building long-term
relationships with customers offers companies a way to build competitive advantage that is hard for
competitors to copy.”
o While acknowledging salient points in students’ explanations, write the following points on the board:
▪ Loyal customers are profitable = win
▪ Loyalty earns customer rewards = win
o Ask students to review the Company Clips questions in the textbook and to be prepared to answer them
after viewing the video.
• Follow-up
o Take-home-assignment: Have students perform a situational (SWOT) analysis on ReadyMade magazine’s
business strategy, to be turned in later.

Supplemental Exercise: Class Activity
Consumer Buying Behavior
Class Activity—Marketing to Distribution Channels
Ask your students to go to the Internet and locate Web sites that are targeted to business customers. Have them report on
the information available at these Web sites that would be valuable to the business customer. Also have them report on
the types of marketing appeals that are used to attract business customers. Have them evaluate the effectiveness of the
website from a marketing and customer service perspective.
Divide the class into small groups of 4-5 people. Provide the information and the questions asked by the class activity.
GREAT IDEAS FOR TEACHING CHAPTER 7

James S. Cleveland, Sage College of Albany
DISCUSSION BOARD TOPICS TO ENCOURAGE PARTICIPATION
Discussion board questions provided to students to encourage them to engage in thinking and writing about the
content of the Principles of Marketing course usually take the form of a provocative statement to which students are
asked to respond. An example of this would be: All PR is good PR.
Discussion topics such as this one are abstract and often require that the instructor provide an initial reply to show
students what is expected of them in their own replies. For students with limited work experience, this approach may be
quite appropriate. For adult students with extensive experience as employees and consumers, however, the abstract
nature of such topics can be frustrating.
I have developed, therefore, a series of discussion board questions to use with experienced, adult students. These
questions are designed to encourage them to use their experiences as employees and consumers as doorways to better
understand the course material, and to make their own responses more interesting to themselves and to the other students
in the class who will read and comment on them.
Each question has three parts:
1. First, there is a sentence or two from the students' textbook introducing the topic. By using the text author's
own words, students are enabled to locate relevant material in the text more easily, the text content is
reinforced, and confusion resulting from use of variant terms or expressions is minimized.
2. Second, there is a reference to text pages the student should review before proceeding. Since the goal of the
exercise is for students to apply the course content to their own experiences, reviewing the content first is
important.
3. Third, there is a request for the student to think about or remember some specific situation in their experience to
which they can apply the text material, and a question or questions for them to address in their reply.
Here are additional such discussion board questions developed for Chapter 6 of Marketing 9e. Each is written to fit
the same text cited above but could easily be rewritten and revised to fit another text.
Series A
1. The business market consists of four major categories of customers: producers, resellers, government, and
institutions.
2. Review these categories on pages 191-192 of your text and the types of business products on pages 197-199 of
your text.
3. Then describe which category your employer falls into and what sort of products it buys.

Series B
1. Business buyers behave differently from consumers. A buying center includes those persons in an
organization who become involved in the purchase decisions.
2. Review the material on buying centers and the roles in buying centers on pages 200-201 of your text.
3. Then describe how you have been involved in a buying center for your employer and what role or roles you
played.

Elizabeth J. Wilson, Louisiana State University
A DECISION-MAKING EXERCISE FOR BUSINESS MARKETING

This exercise is designed to introduce undergraduate students to decision-making in the context of
organizational buying. Several distinctions of organizational buying, compared to consumer buying, can be
made by using this exercise. For example, differences in decision criteria are highlighted and individual
versus group decision-making can be demonstrated.
Procedure
The three decision evaluations represent different product categories in organizational buying — office copiers,
accessory goods that do not become part of the final product; painted sheet metal, component parts; and an industrial
boiler system, major equipment or a capital installation (Lamb, Hair, and McDaniel 1992). Use of these three decisions
illustrates the wide range of products that may be procured by a buyer or purchasing agent.
Each exercise is designed so that there is no right or wrong answer. The "suppliers," represented by the attribute
combinations, represent a pool of vendors from which the buyer can chose. The display of the nine suppliers is a
fractional factorial design that has each of the four decision variables (price, quality, delivery, service) represented in
orthogonal combinations. The expression of these attributes varies depending in order to be decision specific. For
example, quality for the boiler system is expressed in terms of pollution control while quality for copiers is expressed as
the number of features available.
Part A: Individual Evaluation - A helpful class exercise is to have students’ role play as organizational buyers to work
through these decisions individually. Students are instructed to read the decision context statement and then examine the
nine "vendors" described by each block. For example, in the copier decision, vendor N offers a copier that is priced at
$3,500, has the A level feature package (see bottom of decision), requires two hours of maintenance (downtime) per
month, and can be delivered in two weeks. Students then should cross out any vendors that are not acceptable — for
whatever reason. Of the acceptable vendors, students divide 100 points to represent how they want to source the
decision. For example, one copier vendor could be given all 100 points or the buyer (student) can use a multiple sourcing
strategy by dividing the points among several (50/50, 70/30, 40/40/20, etc.).
At this point, the decision evaluations illustrate the concepts and variables that organizational buyers use in selecting
suppliers. After completing the decision individually, students can be asked to offer their "solution" to the buying
decision. Since there is no right or wrong way to complete the exercise, students will differ in their solutions. Discussion
of several of their solutions illustrates the concept of tradeoffs in buying and the fact that organizational buyers have
different levels of expectations in buying. What is important to one buyer may not be as important to another. In
addition, evaluation of decisions in a systematic, "rational," way is sometimes different from consumer buying (e.g.,
impulse purchases).
Part B: Group Evaluation - The second part of the exercise involves group decision-making. Arrange students in
groups of 2 to 4 persons and have them evaluate these decisions again but this time they all must agree on the point
allocations among suppliers. In discussing group solutions, the instructor may ask if there was any conflict and if so, how
was it resolved? If the group's decision was very different from an individual's original evaluation, the students may
discuss the dynamics of the decision-making process in how preferences were changed. This part of the exercise
illustrates concepts such as a buying center, roles of members in group decisions, and conflict management/resolution.
REFERENCE: Lamb, Charles W., Joseph F. Hair, and Carl McDaniel (1992), Principles of Marketing, Cincinnati,
OH: Southwestern Publishing.

BUYING DECISION FOR OFFICE COPIERS
Decision Context: Your firm needs a new copier to supplement current copiers already in place. Moderate
volume use (25,000 copies per month) is expected.
N ____ pts. D ____ pts. J ____ pts.

Price: $3,500 Price: $4,400 Price: $5,000
Feature Package: A Feature Package: C Feature Package: B
Maintenance Hours Maintenance Hours Maintenance Hours
Per month: 2 hrs. per month: 2 hrs. per month: 2 hrs.
Delivery Lead Delivery Lead Delivery Lead
Time: 2 weeks Time: Immediate Time: 6 weeks
C ____ pts. W ____ pts. T ____ pts.

Feature Package: B Feature Package: A Feature Package: C
Per month: 5 hrs. per month: 5 hrs. per month: 5 hrs.
Time: Immediate Time: 6 weeks Time: 2 weeks
A ____ pts. G ____ pts. L ____ pts.

Feature Package: C Feature Package: B Feature Package: A
per month: 8 hrs. per month: 8 hrs. per month: 8 hrs.
Time: 6 weeks Time: 2 weeks Time: Immediate
Feature Package Key:

A. Reduction/Enlargement, 11 x 17 oversized documents, toner flow control.
B. Package A features plus automatic document feeder, oversized paper tray.
C. Package B features plus document sorter, automatic two-sided copying.

BUYING DECISION FOR PAINTED SHEET METAL
Decision Context: Your firm needs to consider vendors for awarding annual purchase agreements. The contract
to supply the annual requirement of painted sheet metal may be awarded to one of several vendors described
below.
L ____ pts. T ____ pts. P ____ pts.

Quality of Quality of Quality of
Paint Work*: 92% Paint Work*: 95% Paint Work*: 99%
Lead Time Lead Time Lead Time
Per order: 8 weeks Per order: 8 weeks Per order: 8 weeks
In-House Vendor In-House Vendor In-House Vendor
Service Rating: A+ Service Rating: A Service Rating: B
Price per piece: $25 Price per piece: $20 Price per piece: $14
F ____ pts. M ____ pts. S ____ pts.

Service Rating: A Service Rating: B Service Rating: A+
W ____ pts. G ____ pts. B ____ pts.

Service Rating: B Service Rating: A+ Service Rating: A
* Percentage of pieces usable per truckload.

BUYING DECISION FOR AN INDUSTRIAL BOILER SYSTEM
Decision Context: Your company needs a boiler system for a new office building. Evaluate the alternatives in
terms of making recommendations to senior management about which vendor(s) would best meet your company’s
needs.
G ____ pts. T ____ pts. P ____ pts.

Pollution Control (% Pollution Control (% Pollution Control (%
Sulfer retained): Sulfer retained): Sulfer retained):
Per month: 6 hours Per month: 8 hrs Per month: 12 hours
Price: $750,000 Price: $1,000,000 Price: $1,500,000
Manufacturing and Manufacturing and Manufacturing and
Time: 12 months Time: 6 months Time: 9 months
R ____ pts. J ____ pts. F ____ pts.

B ____ pts. M ____ pts. W ____ pts.


Richard Turshen, Pace University
BUSINESS DOCUMENT VS. ACADEMIC TREATISE
The Dilemma: In order to demonstrate their knowledge of marketing principles on two learning levels —
comprehension and application — students are often asked to prepare a marketing plan for a new product. Traditionally,
they are required to produce a business document and an academic treatise simultaneously within the same written
report. This dichotomous intellectual responsibility not only creates a dilemma for the student relative to preparation, but
also for the instructor relative to evaluation.
The Solution: In order to separate the two distinct requirements, a supplemental reporting component is added to the
assignment; in effect, the plan is subdivided into two sections:
1. A "B" section provides the practical BUSINESS document that explicitly presents the "what and when" of the
strategic plan. Two requisites are prescribed; section B must be capable of standing alone as a marketing plan,
and a visual, graphic communication style need to be employed.
2. An "A" section provides the complimentary theoretical ACADEMIC manual that essentially explains the "why"
behind the strategy decisions presented in section B. Two requisites are prescribed; sources and derivations of all
B section material must be included, and an efficient cross reference system between the sections needs to be
utilized.
Summary: The following comparative summary is supplied to the students:
Business Subdivision Vs. Academic Subdivision

(Marketing Plan) (explanatory manual)
Business presentation for your boss Vs Academic presentation for your

professor
Present the elements of the plan; Vs Present the rationale behind the
information, data, and strategy strategies; sources, derivations and
decisions explanations
Project the plan in terns of what, how, Vs Project the plan in terms of why
when, where, and who
Specific decisions; the result of Vs Corresponding rationale; the process
thinking of thinking
Conclusion: The tested technique of subdivision avoids the muddled mix of applied strategic marketing decision
making and corresponding theoretical supporting rationale in a single report. Both parties, the student and instructor,
consequently gain a clearer mind-set for the preparation and evaluation of the business and academic requirements of the
marketing plan assignment.
Shirine Mafi, Otterbein College

RESEARCHING A CORPORATION
Students are divided into teams of three to five members. Each team works together throughout the quarter. Teams each
select a corporation and research that company for all project assignments. The final project grade is based partially on
peer evaluations.
PROJECT ASSIGNMENT I
Through a 10-12 page paper, students become familiar with the company and the environmental forces that shape the
company and its industry. The report also entails a marketing opportunity analysis.
PROJECT ASSIGNMENT II

Based upon the findings of the marketing opportunity analysis, teams recommend one of the following options and
produce a marketing plan accordingly:
A new marketing mix targeted to a new market
A current marketing mix extended to a new target market
A new or improved product/service targeted to the current market
A combination of any of these
Each team will produce a marketing plan that includes:
Customer and competitive situation analysis
Marketing objectives
Marketing strategies
Control/evaluation procedures
Group
Presentation: Each team presents its project to the class. All members participate equally. The team not only presents
its findings, but must be able to defend its plan to the class. Use of visual aids is encouraged. ,
Group
Competition: In addition to the instructor's evaluation, class members vote for the best group presentation. The
winning team members earn bonus points.

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Come la rondin garrula,
Allor canterò anch’io,
Onde la Musa arridami
E l’Eliconio Dio;
Però che già Amiclea [156]
Sè col tacer perdea.
CORO
Chi non provò mai palpito

Finor d’affetto in core,
Doman lo dee dischiudere
Al più fervente amore.
151. Tradussi Dione, come nel testo: forse più giustamente dovea dire
Dionea, da Dione che Omero dà per madre a Venere. Esiodo la dice
figlia dell’Oceano e di Teti, e fa nascere Venere dalle spume del mare.
152. Delia, soprannome di Diana, dall’isola di Delo, ove era nata. Vedi
Virgilio, Eglog. 3, v. 67.
153. Ibla, monte della Sicilia, celebre per lo squisito miele che vi si
raccoglieva. Due città sicule portavano questo nome, Hybla major e
Hybla parva, sulla costa orientale, le cui rovine veggonsi tuttavia in riva
al mare. I colli che la circondano, lungo il fiume Alabus, sono in tutte le
stagioni coperti di fiori, di piante odorifere, di timo e di sermolino, d’onde
le api traggono anche presentemente il più squisito miele. Già induce a
credere che il miele d’Ibla, tanto vantato dagli antichi, fosse raccolto
presso d’Ibla la piccola.
154. Enna, città in luogo eminente in mezzo della Sicilia. Le praterie dei
dintorni, inframmezzate da limpidi ruscelli, indorse di sempre
verdeggianti boschi e di fiori odorosi, erano considerate come il
soggiorno prediletto di Cerere. Fu in quella bellissima campagna che
venne rapita la di lei figlia Libera, più nota sotto il nome di Proserpina.
155. Tereo, dice la Mitologia, fu re di Tracia, figliuolo di Marte e della ninfa

Bistonide. Ebbe per moglie Progne, figlia di Pandione re di Atene, la
quale dopo alcun tempo, mostrò desiderio di rivedere la propria sorella
Filomela. Tereo per compiacerla si recò in Atene, ed ottenne da
Pandione che lasciasse partire secolui Filomela; ma invaghitosene
cammin facendo, la violò in una casa pastoreccia, ed affinchè non
palesasse il suo delitto, le tagliò la lingua facendo credere alla moglie
che la sorella era morta in mare. Filomela giunse però a poter disegnare
sopra una tela la sua disgrazia, e la fe’ poscia per mezzo d’una fantesca
a Progne pervenire. Questa trasse astutamente la sorella dal luogo
ov’era rinchiusa e seco la condusse nella reggia; indi per vendicarsi,
prese il bambino Iti, partorito da Filomela, e dopo di averlo ridotto in
pezzi, li diè a mangiare al padre. Tereo di ciò avvedutosi, prese ad
inseguire con isguainato brando le due sorelle, le quali furono dagli Dei
per compassione trasformate Progne in rondine, Filomela in usignuolo,
Iti in fagiano e Tereo in upupa. — Vedi Ovid. Met., lib. 6. Mitologia di tutti
i Popoli. vol 6.
156. Amiclea od Amicla, città antica italiana, che dissero fabbricata dai
compagni di Castore e Polluce, i cui abitanti astenevansi da ogni
nutrimento animale. Furono distrutti dai serpenti, de’ quali abbondava il
suo paese. Erano grandi osservatori del silenzio, onde taciti li chiamò
Virgilio: Tacitis regnavit Amiclis (Æneid. lib. 10, v. 565) e qui pure nel
Pervigilium vien designata Amicla d’essersi perduta col silenzio: forse
non avendo invocato soccorso a tempo quando era devastata dai
serpenti.
157.
A placarla con suppliche voi chiama

Tutte il dover: dipendon dal suo nome
E onestade e bellezza e buona fama.
Tr. G. B. Bianchi.
158. Vedi nel Vol. I. il Cap. VIII. — I Templi, dove si parla di quello di Iside.
159. «De’ ladri e degli augei vigil custode.»
160. N. 176 del Catalogo del Museo Nazionale di Napoli, Raccolta

Pornografica. — Napoli, 1866. Stabilim. Tip. in S. Teresa.
161. Arditi, Il Fascino, pag. 45, nt. 2.
162. Vol. II. Cap. XII, p. 106-113. Milano, 1873. Presso Felice Legros, editore.
163.
Omai palesi della Buona Dea

Fansi gli arcani, allor che il flauto i lombi
Comincia a stuzzicar: del corno al suono,
Del vino all’estro, di Priapo attonite
Le Menadi, rotondo il crin, volteggiano.
Oh quanta allora in que’ cervelli accendasi
Libidinosa rabbia! Oh con qual impeto
Guizzano, scoppian, s’agitan, vociferano!
Del vecchio vin che bevvero, qual circola
Acre vapor nel trasudante femore.
Sat. VI, v. 314-319.
164. V. 346-49:
Ed or qual ara del suo Clodio è priva?

Vecchi amici, a l’orecchio il nostro avviso,
Già datomi una volta, ancor mi sona:
Chiudila, custodiscila. — Benissimo,
Ma de’ custodi chi sarà il custode?
165.
. . . . a poco a poco
Te aggregheranno del bel numer uno
Quei che accerchian la fronte in lunghe bende,
E tutto avvolgon di monili ’l collo.
Ne’ penetrali lor, con ampie tazze
E ventraia di tenera porcella
Placan la Bona Dea. Ma quelle soglie,
Con rito inverso, or non avvien che tocchi
Piè femminile: a’ soli maschi l’ara
Apresi de la Dea. Lungi, o profane!
Alto s’intona; no, che qui non geme
Tibia ispirata da femmineo labbro.
Tal’orgie i Batti usar fra tede arcane
Solean, stancando l’Attica Cotitto.
Id., Ibid. Trad. di Gargallo.
166.
. . . Via, fuori
. . . . qual vergogna! S’alzi
Da l’equestre cuscin, chi non possiede
L’equestre censo; e de’ mezzan d’amore
Vi sottentrino i figli, in qual sia chiasso
Nati pur sien. Costinci applauda il figlio
Del grasso banditor tra la ben nata
Da’ rezïari giovinaglia, e quella
Degli accoltellatori.
V. 153-158. — Tr. Gargallo.
167.
È vecchia usanza, o Postumo, ed antica

Far cigolar gli altrui letti, e il santo
Genio schermir che a talami presiede.
V. 21-22.
168.
Lascio i parti supposti, i gaudi, i voti

Spesso appagati dal Velabro. Oh quante
Volte raccolti son dalle sue fogne
Gli ignoti bimbi, sul cui falso corpo
Nome di Scauri apponsi, e poi ne ottiene
Suoi pontefici Giove, i salî Marte.
Capricciosa fortuna ivi la notte
A que’ nudi bambin volteggia intorno,
E con l’alito suo tutti gli scalda,
E in grembo se li avvolge. Allor tra gli alti
Palagi li dispensa, e ne prepara
Segreta farsa a sè: l’amor son questi,
Questi son la sua cura; e che sien detti
Figli delle Fortuna ella gioisce.
Sat. VI, vv. 602-609.
169. «Nei quadrivii e ne’ chiassi.» Carmen LVIII, Ad Cœlium.
170.
Amo ed odio insiem, se chieda

A me alcun come succeda?
Io l’ignoro, eppure il sento
E ne provo un gran tormento.
Carmen LXXXV. — Mia trad.
171.
Iam ne exciderunt vigilatis furta Suburræ

Et mea nocturnis trita fenestra dolis?
Per quam demisso quoties tibi fune pependi,
Alterna veniens in tua colla manu.
E già i bei furti di Suburra e il caro
Trescar notturno, e il mio
Balcon per te socchiuso, agli altri avaro,
Ti caddero in obblio?
Il mio balcon, d’onde alla fune appesa
Spesso vêr te calai,
E con alterna delle mani offesa
Al collo tuo sbalzai?
Trad. Vismara.
172.
Pria della mensa è poca cosa assai,

Ma il vin le dona mille grazie e mille.
173.
Bianca e fredda a veder, ma tra i bicchieri

Un di goderne, un di sfidarne ha petto.
Trad. Vismara.
174.
Non più vezzoso ad occhieggiar qual fai,

O fra i spettacol’ del lascivo Foro,
O sul passaggio di Pompeo n’andrai.
E d’ora innanzi non ti dar la pena
Di torcer suso il collo agli alti scanni [175]
Ne l’affollata teatrale arena.
Nè per la via farai fermar lettica
O aprir portiera onde ficcarvi il capo
E parlottar colla passante amica.
Ma pria di tutto fuor di casa, fuori
Ligdamo, fonte d’ogni mal; si venda,
E con i ferri ai pie’ serva e lavori.
175. Dissi già nel capitolo de’ Teatri come le cortigiane fossero nel
quattordicesimo gradino del teatro, citando all’uopo il Satyricon di
Apulejo.
176. Amorum, Lib. III. Eleg. XV:
Madre di amori teneri,

Cerca novel poeta.
Trad. di Francesco Cavriani.
177.
Che vidi incauto? perchè i fati vollero

Che arcana colpa il guardo mio scorgesse?
Vide a caso Atteone ignuda Cinzia;
Pur de’ suoi cani pasto egli è rimaso.
Trad. di Paolo Mistrorigo.
178. Sopra la Vita di Publio Ovidio Nasone, Discorsi. Discorso I.
179.
Punito io son, chè un turpe fatto videro

Gli incauti occhi; son reo che gli occhi ebb’io.
Trad. di Paolo Mistrorigo.
180.
Versi ed error, due colpe mi perdettero.

Id., Ibid.
181. Fu Sotade poeta di Tracia, che scrisse in verso ogni sorta di libidini, e
sembra che scrivesse in quel genere che i Francesi chiamano poesie
fuggitive e che in latino diconsi commatæ, cioè incise, spartite. Così le
chiama Quintiliano; e pare che a’ tempi di lui fossero conosciute,
perciocchè egli proibisse agli istitutori di parlarne a’ giovinetti.
Intitolavansi quelle poesie del poeta Sotade Cinaedos, per cui Marziale
lo chiama Cinedo, ed altri chiama Jonico quel poema, giacchè l’epiteto
di jonico davasi a tutto ciò ch’era molle e lascivo. Visse questo poeta a’
tempi di Tolomeo, che il fece gittare in mare entro una cassa di piombo.
182. Molti de’ carmi di Catullo tengo da me volgarizzati inediti; epperò mi

valgo sempre per questo poeta della mia traduzione non edita per anco.
Donna non fu che tanto

Amata fosse, come or tu da me;
Nè mai servata, quanto
Da me lo fosse, la giurata fè.
Lesbia, or tu m’hai condotto,
Fossi pur buona, a più non ti stimar:
Nè, s’anco più corrotto
Tu avessi il cor, ti lascerò d’amar.
183.
Abbastanza io fui la favola

De le mense scioperate,
E di me ciascun fe’ ridere
A sua posta le brigate.
Tr. Vismara.
184. Sat. 2, lib. I:
Facil Venere e pronta amo e colei

Che ti dice: fra breve; e fia maggiore
La voluttà, se partirà il marito.
Mi son sostituito nella traduzione al Gargallo, che questa volta non ho

proprio capito che dir si volesse.
185. Sat. I. Lib. 11.
. . . . . Canidia, figlia
D’Albuzio, a’ suoi nemici erbe e veleno.
Tr. Gargallo.
186. «Irritabil genia quella dei vati.» Oraz.
187.
Il diritto dei tre figli mi diede,

De’ miei studi poetici in mercede,
Chi potea darlo: addio consorte: vano
Il don sortir non dee del mio sovrano.
Trad. Magenta.
188.
LA PROSTITUZIONE DELLE MUSE [189]
Or la misera fame, ed i sottili

Distillati veleni entro le dapi,
Tutto un popolo esangue e amici pingui
Per ricchi funerali, ed un impero,
Che sotto il nome della pace infinto,
Mollemente si solve e si consuma,
Quanto fa dir la nostra età la bella
Età dell’oro, canteran le Muse.
E canteranno i lagrimosi incendi
Della marmorea Roma [190], agli occhi loro
Vaghi sollazzi della negra notte,
Egregie gesta di colui che baldo
Dell’assassinio della madre esulta,
Che alle Furie materne altre ne oppone,
Alle serpi altre serpi, ognor la mano
Pronta a nuovi pugnali e di peggiori
Stragi a far tutto esterrefatto il mondo.
Canteranno esse scellerati carmi,
Oscene voluttà, sozzi imenei
D’un favorito della sposa infami [191],
Di Venere nefandi monumenti;
Nè l’onta proveran de’ loro canti
Le svergognate Muse, e di lor nome
Verginal, di lor fama immacolata
Fatte immemori adesso. Ah! via gittato
Ogni pudor, sotto color bugiardo
Di lor saver, prostitüir sè stesse,
E le figliuole dell’olimpio Giove
Sovra gli umani eccelse, ancor che nulla
Sentan necessità, fanno a vil prezzo
Di lor sacra persona empio mercato.
Esse al capriccio dei superbo Mena [192]
Piegan codarde, ovver di Policleto
Obbedïenti al cenno, anco beate
D’esigua lode, appassionate, ardenti
Delle recenti impronte, onde una fronte
Va maculata, o delle ree vestigia
Che lasciò la catena od il flagello
A un Geta [193], che da jer fatto è liberto.
Immemori, che più? del divo padre
E de’ numi cognati e dell’antico
Onor di casta e verginal pietate.
Oh dolor! Alle Furie e a mostri orrendi
Hanno eretto l’altare e i cenni impuri
Dell’ignobile Tizio [194] osano voci
Del Destino appellar: quanto ha l’Olimpo
Consacrarono all’Erebo; già templi
Osaron scellerati ergere ed are
Sacrileghe, e per quanto è di lor possa,
I cacciati dal cielo empi Titani
Tentan ripor nelle superne sedi
E stolto crede a’ loro accenti il mondo.
189. Con una sacra indegnazione e con maggior calore per avventura di
Persio, Turno, vissuto sotto il regno di Nerone e vecchio sotto quello
degli imperatori di casa Flavia, compose satire che quello imperante
stigmatizzarono a fuoco. Vuolsi che le sue composizioni non publicasse
finchè visse quel tiranno; ma se ciò fosse, sarebbe stato minore il suo
coraggio, nè di lui avrebbe Marziale potuto dettare il seguente
epigramma:
Contulit ad satyras ingentia pectora Turnus:

Cur non ad Memoris carmina? Frater erat.
Turno piegò l’ingegno suo sovrano

Al satirico stil: perchè di Memore
Non i versi emular?... Gli era germano.
Epigr. lib. XI, 11. — Tr. Magenta.
Da tal epigramma apprendiamo adunque che Turno fosse fratello di un

Memore, poeta tragico, come nel precedente epigramma lo stesso
Marziale lasciò ricordato:
Clarus fronde Jovis, Romani fama cothurni.
Del romano coturno illustro e cinto

Della fronda di Giove.
Id. ib. 10.
L’unico frammento rimasto delle Satire di Turno è, come dissi, codesto

che traduco: taluni vollero perfino attribuirlo a Lucano, ma i più lo
assegnano a Turno.
190. È chiara in questo verso l’allusione all’incendio di Roma avvenuto sotto il

regno di Nerone, il quale ne fu ritenuto autore.
191. Son note le pazze e infami nozze di Nerone con Sporo, celebrate
publicamente in Roma. Questo verso ricorda quello della Sat. II di
Giovenale:
Dives erit, magno quæ dormit tertia lecto.
. . . . Sposa che in ampio letto

Terza a dormire adattisi, fia ricca.
V. 60. Trad. Gargallo.
192. Mena fu liberto e favorito del giovane Pompeo; fu vanitoso sino al
ridicolo, e di sua perfidia andò famigerato nella guerra di Augusto e di
Sesto Pompeo. Orazio lo berteggia in una satira. Morì nella guerra che
Ottavio sostenne contro gli Illirii.
193. Geta è altro favorito, che eccitò sotto Nerone una sedizione a Roma. Di
lui parla Tacito nel lib. II, cap. 72 delle Storie.
194. Tizio, cavalier romano, preposto a guardia di Messalina. Di lui pure

fanno menzione gli Annali di Tacito lib. II, cap. 35.
195. Lib. VII, ep. 21.
196. Lib. VII, ep. 24.
197. Lib. XII, 18.
198. Études de moeurs et de critique sur les Poètes latins de la décadence.

M. D. Nisard. Bruxelles 1834.
199.
..... Ascondere
Con segni intelligenti
I lusinghieri accenti.
200. Cic. Pro Cælio. «Libidini, amori, adulterii, banchetti e commessazioni.»
201.
I Bagni, i vini e Venere

Riducon l’uomo in cenere,
A’ mortali gradita
Fan nondimen la vita.
202.
Vuoi tu forse ch’io segga in fra codeste

Prosede e avanzi d’Alicarie, amiche
A’ panattier’, sciupate e infette serve?
Pœnulus. Act. I, sc. 2, v. 53-55.
Noti il lettore come Plauto usi della parola scœno, invece di cœno, come
dai Sabini si usava allora sostituire nella pronunzia la s al c. Così
scœlum per cœlum, scœna per cœna. La medesima cosa si fa oggidì,
in alcune parti d’Italia e massime in Toscana.
203.
La Blitea è una sporca meretrice

La qual non pute che di vino.
204. Il comico latino che di queste femmine se ne intendeva, nella già citata
commedia del Pœnulus non dimenticò la scorta diobolaria, che
retribuivasi di due oboli, che è la stessa moneta del dupondium, e a
siffatte sciagurate accenna pur Seneca nel Lib. VI Controversiarum, in
quel passo: Itane decem juvenes perierunt propter dupondios duos?
205.
ARGIRIPPO
Non sono morto affatto, ancor mi resta
Qualche poco di vita, e quel che chiedi
Ancor darti poss’io; ma darò solo
Che tu rimanga in mio possesso e sappia
Che un anno intero tu mi serva e intanto
Presso di te nessun altro tu ammetta.
CLEERETA
E se tu il vuoi, quanti ho in mia casa schiavi
Evirerò; ma se d’avermi brami,
Il singrafo mi reca, e come chiedi
E come piace a te, dettane i patti:
Ma insiem portami il prezzo, agevolmente
Il resto accetterò. Son dei lenoni
Pari alle porte de’ gabellieri,
S’apron se paghi, se no, restan chiuse.
206.
DIABOLO
Fra me, l’amica mia e la mezzana
Leggine i patti, perocchè poeta
In codesti negozi unico sei.
Suvvia, mostrami il singrafo che hai scritto.
207. Pag. 70. Milano, Edoardo Sonzogno editore, 1872.

Non so trattenermi dal riferire un tale contratto, simile in tutto a’ singrafi
di fedeltà di cui sopra è parola.
Gostanzo, il Procuratore, il secondo Notaio.

Pro. Presto, Alessandro, quei patti obbligatorî: state ad
ascoltare.
Gos. Ascolto.
Ales. In Christi nomine amen. Millesimo quingentesimo
quinquagesimo primo.
Pro. Etc. vieni al merito: lascia stare le clausole generali.
Ales. M. Gostanzo figliuolo di M. Massimo Caraccioli, parte
una, e Madonna Andriana da Spoleti parte altera omnibus
modis etc. etiam con consentimento di Madonna Dorotea sua
figliuola, tutti presenti, e che accettano volontieri etc. son
divenuti agl’infrascritti patti, videlicet che la detta donna
Andriana lascerà Madonna Dorotea sua figliuola al detto M.
Gostanzo un anno intero da star seco dì e notte.
Gos. A lui solo e non ad altri.
Pro. Gliel’aggiungo io. Presto, Alessandro.
Gos. Sì in ogni modo: vedete di grazia d’imbrigliami sì bene
quest’asina, non le voglia il trarmi de’ calci.
Pro. Udite pur, seguita.
Ales. E che nel detto tempo non metta in casa nessun amico,
parente, o innamorato suo antico, moderno, imaginario,
quovis modo.
Gos. Se non me solo.
Pro. Intendo; che non dicesse poi che sete escluso ancor voi;
passa oltre.
Ales. Non ricevi nè mandi lettera, non abbi in casa carta e
inchiostro per scrivere; non tenghi ritratto degli innamorati
vecchi, e passato il terzo giorno gli sia lecito impune et de
facto abbruciarli; non vada a festa, a banchetti, nè a chiesa;
non inviti nessuno a mangiare, non stia in porta, non facci
trebbe, non guardi giù dalle finestre, non oda cantilene o
sospir di gente che passi per la strada, e sia lecito al detto M.
Gostanzo di chiuder le porte e tenerle chiuse quanto gli piace
senza alcuna replica.
Gos. Oh mi piace; oh come va bene!
Pro. Aspettate pur, seguita.
Ales. Levi tutte l’occasioni di farlo sospettare; non calchi il
piede a nissuno, non tocchi la mano, non pizzichi, non si levi,
non si muova.
Gos. Piano, anzi voglio ch’ella si muova e scherzi meco in
camera.
Pro. Con altri, con altri, s’intende.
Gos. Passate oltre.
Ales. Non alzi un occhio, non starnuti, non fiati senza suo
consentimento, non rida dietro alla finestra a nessuno, non si
lasci baciar la mano, o veder gli anelli, non facci cenno, non
motteggi, non guardi, non mostri di tossir e quando è
sforzata, non faccia vezzi nè favore a nessuno; di più non si
finga ammalata per farsi ungere, stropicciare e sia lecito al
detto M. Gostanzo durante il detto termine per qualsivoglia
minima occasione di gelosia ch’ella gli dia, chiuder la detta
Dorotea in camera, in cucina, in sala, di sotto, di sopra e in
qual parte più gli piacerà della casa, quomodocunque et
qualitercunque et ella accetti ogni cosa per bene.
Gos. Benissimo; ma voi mi lasciate il meglio e più importante.
Pro. Che cosa?
Gos. Preti, Frati, Scapuccini, Guastallini, Pinzocheri, Chietini,
Giovanelli, Riformati, Gabbadei, Zoccolanti, Collitorti nè per
confessione, nè per visita, nè per altro non mettano il piede in
casa sotto alcun pretesto.
Pro. Buon ricordo per mia fè. Presto, Alessandro.
Gos. Aggiungeteglielo in ogni modo, perchè non sono al
mondo lenoni più veementi di queste canaglie.
Pro. Mi meraviglio che la somma Orlandina non ne faccia
menzione, donde ho cavato questo estratto. Hai spedito,
Alessandro? seguita.
Ales. E che nel sopradetto termine la detta Andriana non abbi
alcuna autorità in casa, ma si stia cheta e goda e taccia et
attenda solamente a covar il fuoco, cuocer castagne, ber vin
dolce, sputar nella cenere, e se pur vuol gridar gridi alla
gatta, solleciti il desinare e si faccia legger dal ragazzo
qualche leggenda; del resto lasci il dominio della casa in
podestà del detto M. Gostanzo, sotto la pena di non ber vino,
e di esser staffilata all’arbitrio del detto M. Gostanzo.
Gos. O buono! seguita.
Ales. Dall’altra banda sia obligato il detto M. Gostanzo
numerargli subito, senza alcuna dilazione, sessanta scudi
d’oro, de’ quali possono disporre a lor modo, senz’alcun
obbligo di restituirli.
Gos. Andiam dentro.
208.
Il pastor Coridon d’Alessi ardea,

D’Alessi bel fanciul, delizia prima
Del suo signor.
Egloga II. Tr. di Prospero Manara.
209. Vedi Giornale degli Scavi, Nuova Serie n. 13, 1870.
210.
Nè già di lei, che nuda il piè, calpesta

L’aspra selci, è miglior l’altra che ’l collo
Preme d’assiri lettighier giganti.
Satir. VI, 350. Tr. Gargallo.
211.
L’ippomane, gli incanti, i beveraggi,

Colchici dovrò dir?
Sat. VI. 133. — Tr. Gargallo.
212. «Porgi l’acqua fredda, o ragazzo.» Notisi il fridam per frigidam quanto
s’accosti alla nostra parola fredda.
213. «Una bianca m’apprese a odiar le brune.» Vedi Vol. I. Cap. Le Vie, ecc.
214. «Agli uomini di Nola augurano felicità le fanciulle di Stabia.»
215. Vedi Plauto: Asinaria Att. V, Scena 2, v. 76 e 84.
Ma dorme ancora il cuculo, o amatore,

Su ti leva e va a casa.
Il cocolo mio, vezzeggiativo delle amanti veneziane, ne sarebbe forse la
traduzione e l’applicazione, senza l’idea del disprezzo?
216. «Non è questo il luogo agli oziosi: passa oltre, o passeggiero.»
217.
Così del fuoco di sozza lucerna,

Brutta e incrostata il viso, il tetro odore
Del bordello al guancial recò d’Augusto.
Giovenale, Sat. VI. 130-131. Trad. Gargallo.
218. «E le misere madri di null’altro più pregavano se non che fosse loro
concesso di raccogliere l’estremo sospiro de’ figli.»
219. Trad. di Paolo Maspero.
220. Æneid. Lib. IX. 486. 487:
Ed io tua madre,
Io cui l’esequie eran dovute, e ’l duolo
D’un cotal figlio, non t’ho chiusi gli occhi.
221. Lib. III, v. 539-540.
Sol col tacito volto invoca i baci

E del padre la man che i rai gli chiuda.
222. «Affermavano passarsi sotto terra l’altra vita dei morti.» Tuscul. 1, 16.
223.
. . . . e con supremi
Richiami amaramente al suo sepolcro
Rivocammo di lui l’anima errante.
Æneid. Lib. III, 67, 68. Tr. Ann. Caro.
L’espression di Virgilio animam sepulcro condimus, resa letteralmente,

appoggia meglio la credenza da noi riferita, ed io però tradurrei:
L’anima sua chiudemmo entro il sepolcro.
224. La Cité Antique, Cap. 1.

225. «I diritti degli Dei Mani sono santi: questi datici da morte abbiansi come
numi e si onorino di spesa e di lutto.»
226. Lib. II, 22.
227. «Le anime di virtù maggiore si chiamano Mani, quelle che son nel nostro
corpo diconsi Genii; fuori di esso, Lemuri; se infestano colle loro
scorrerie le case, Larve; ma se pel contrario ci son favorevoli, si
chiamano Lari famigliari.» De Deo Socratis.
228. V. 91-96.
229. Virgilio, lib. VI, v. 219:
. . . . intorno al freddo corpo intenti

Chi lo spogliò, chi lo lavò, chi l’unse.
Trad. Ann. Caro.
230. Satira III. v. 261-267:
. . . . la buon’anima,
Che già siede novizia in riva a Lete,
Trema del tetro barcajuol, nè spera
Varcar su la sua barca il morto stagno;
Miser! nè il può senza il triente in bocca.
Tr. Gargallo.
231. Storia Popolare degli Usi Funebri Indo-Europei. Milano, Fratelli Treves,
1873, pag. 19. — Perchè alla vera dottrina è sempre gentilezza d’animo
congiunta, l’illustre scrittore mi volle onorato del dono di questa sua
opera, che mi tengo cara e della quale pubblicamente il ringrazio. E
come no, se a’ dì nostri solo compenso a chi si pasce di studio sono o la
noncuranza o la calunnia? Oggi è vezzo di portar la politica anche ne’
giudizi letterarii, e chi non s’imbranca coi gerofanti della politica è punito
colla cospirazione del silenzio.
232. Satira III, v. 103-105:
Quindi le tube e le funeree cere.

Steso e beato alfin nel cataletto,
E d’aromi inzuppato, irrigiditi
Slunga vêr l’uscio i piè...
Tr. Vinc. Monti.
233.
Di lutti non plebei teste il cipresso.
Pharsal. III, 442.
Spiacquemi non usar qui della versione notissima del conte F. Cassi,
perchè in questo passo si cavò d’impiccio, col dire semplicemente i
funebri cipressi.
234. Virgilio, Æneid. Lib IV, v. 665-668:
. . . . In pianti, in ululati
Di donne in un momento si converse
La reggia tutta, e insino al ciel n’andaro
Voci alte e fioche, e suon di man con elle.
Tr. A. Caro.
235.
. . . . Quiriti, a cui fa commodo

D’assistere alle esequie, è questa l’ora.
Phorm. 5. 8. 37.
Ecco per altro la formula più completa della convocazione al funerale:

exequias... (e . g . lucii. lucii. filii) quibus est comodum ire, tempus
est: ollus (ille) ex ædibus effertur.
236. «Io Sesto Anicio Pontefice attesto avere costui onestamente vissuto.»
Bannier, Spiegazione delle favole.
237. «Da qualche anno in qua non si offerse altro sguardo del popolo romano
una pompa così solenne e memorabile, come i publici funerali di Virginio
Rufo, non meno egregio ed illustre, che fortunato cittadino.» Lib. II.
epist. 1, Tr. Paravia.
238. «Detti furono siticini coloro che solevano cantare canti lamentevoli a
titolo d’onore, quando a taluno si facevano i funerali e recavansi a
seppellire.»
239.
Le prefiche che seguano pagate

Nell’altrui funeral e piangon molto
E si strappano i crini e ancor più forti
Alzan clamori.
240. Riti funebri di Roma. Lucca, 1758.

241.
Spargete lagrime,
Querele alzate,
Lutto e gramaglie
Or simulate,
Del triste coro
Echeggi il Foro.
242. In Vespasianum, 19.
243. Lib. II, Eleg. XIII:
Tu verrai dietro lacera

E petto ignudo e chiome,
Nè cesserai ripetere
Del tuo Properzio il nome.
Tr. Vismara.
244. Annali, III, 2.
245. «La nostra prosapia di tal guisa congiunge alla santità dei re, che assai
possono in mezzo agli uomini, la maestà degli dei che sono i padroni dei
re.» Svetonio, In Cæs. VI. Giulio Cesare da parte di madre si diceva
discendere da Anco Marzio, re.
246. Pag. 83.
247. La legge vietava la cremazione del cadaveri in città a prevenire gli

incendj. La basilica Porcia di Roma infatti erasi incendiata per le fiamme
dal rogo di P. Clodio.
248.
Sul freddo labbro gli ultimi

Baci tu allor porrai
Quando versar dall’onice
Assiri odor vedrai.
Id. Ibid.
249. «Addio: noi ti seguiremo tutti nell’ordine nel quale la natura avrà voluto.»
250. Lib. IV. Eleg. VII:
Perchè il favor su la mia pira, o ingrato,

Non invocar del vento?
Perchè non arder su l’estremo fato
Stilla di caro unguento?
E t’era grave ancor non compri fiori
Gittar sul mio feretro,
E al cenere libar del vin gli onori
Da lo spezzato vetro?
Trad. Vismara.
251. Phaleræ. Erano piastre d’oro, d’argento o altro metallo lavorate che si
portavano sul petto, come attesta Silvio Italico nell’emistichio:
. . . . phaleris hic pectora fulget, [252]
da persone di grado, che venivano accordate per fatti di valore, come si

farebbe oggidì colle decorazioni cavalleresche. Erano anche bardamenti
di cavalli.
252. «Di falere ha costui splendido li petto.»
253.
. . . . . Altri gridando
Le pire intorno, elmi, corazze e dardi
E ben guarnite spade e freni e ruote
Avventaron nel fuoco e de’ nemici
Armi d’ogni maniera, arnesi e spoglie;
Altri i lor proprii doni, e degli uccisi
Medesmi vi gittar l’armi infelici
E gli infelici scudi, ond’essi invano
S’eran difesi.
Lib. XI, 193-196. Tr. Caro.
254. Libro XXIII, 257-265. Trad. V. Monti.
255.
. . . . . in ordinanza
Tre volte armati a pie’ la circondaro
E tre volte a cavallo, in mesta guisa
Ululando, piangendo, e l’armi e ’l suolo
Di lagrime spargendo.
Lib. XI, 188-190.
256. Annal. Lib. II. VII. Il Davanzati così traduce: «Nè Cesare combattè gli
assedianti (i Catti), perchè al grido del suo venire sbandarono, spiantato
nondimeno il nuovo sepolcro delle legioni di Varo, per onoranza del
padre si torneò.» In nota a questo passo, Enrico Bindi, nell’edizione del
Le Monnier 1852 vol. I. p. 65, pose: «Di questo costume antichissimo
detto decursio, vedi Senofonte nel sesto di Ciro, Dione, 55; Svetonio in
Nerone. Il Lipsio cita Omero, Virgilio, Livio, Lucano e Stazio.»
257. Sat. Lib. I Sat. 8:
. . . . il camposanto
De la plebaglia...
Così traduce il Gargallo: ma non aveva proprio altro vocabolo da

sostituire a quello che la religion nostra ha consacrato?
Non potevasi, a mo’ d’esempio, esser più fedeli all’originale traducendo:
Alla misera plebe era codesto

Il comune sepolcro?
258. Gruter, Iscriz.:
Sull’ossa tue io verserò quel vino,

Che non bevesti mai, giovanettino.
259. Dizionario delle Antichità, alla voce Patera.
260. V. 124-129.
261. Epist. Ex Ponto, 1, Lib. III:
Uopo è che i corpi esangui ai mesti roghi,

Vengano dati.
262.
. . . . E di natura impero
Ma il pianto impon, se di fanciulla adulta
C’incontriam ne l’esequie, e se bambino,
Negato al rogo da l’età, si infossa.
Tr. Gargallo.
263. Pha. Hist. Nat. VII, 15.

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Marketing 12th Edition Lamb Solutions

Chapter Features Key Points

✓ Application Exercise  Students determine how ethical it is for purchasing managers to

USING THIS MANUAL

Chapter 7 ♦ Business Marketing 7-1

2 Describe the role of the Internet in business marketing

3 Discuss the role of relationship marketing and strategic alliances in business

4 Identify the four major categories of business market customers

5 Explain the North American Industry Classification System

6 Explain the major differences between business and consumer markets

7 Describe the seven types of business goods and services

8 Discuss the unique aspects of business buying behavior

7-2 Chapter 7 ♦ Business Marketing

1 Describe business marketing

I. What Is Business Marketing?

Review Question 1.1 Business products include those that:

1. Are used to manufacture other products

The key characteristic distinguishing business products is intended use, not

2 Describe the role of the Internet in business marketing

Review Question 2.1 II. Business Marketing on the Internet

PowerPoint 7-9: A. Measuring Online Success

Stickiness = Frequency x Duration x Site Reach

2. By measuring the stickiness factor of a Web site before and after a

B. Trends in B2B Internet Marketing

1. The most significant trend in B2B marketing is the shift of sourcing

2. An Internet marketing technique that hasn’t yet lived up to its

Chapter 7 ♦ Business Marketing 7-3

Review Question 2.2 4. Disintermediation is the elimination of intermediaries such as

5. Reintermediation is the reintroduction of intermediaries between

3 Discuss the role of relationship marketing and strategic

Review Question 3.1 III. Relationship Marketing and Strategic Alliances

Relationship marketing entails seeking and establishing strategic alliances or

PowerPoint 7-13: A. Strategic Alliances

2. Strategic alliances can take the form of licensing or distribution

3. Business marketers form strategic alliances to strengthen operations

4. Relationship commitment is a firm’s belief that an ongoing

PowerPoint 7-14: B. Relationships in Other Cultures

2. Businesses in other countries rely on personal relationships to

3. Relationships between companies can develop into a keiretsu, a

4 Identify the four major categories of business market

IV. Major Categories of Business Customers

2. Examples of producers include construction, manufacturing,

3. Producers are often called original equipment manufacturers or

1. The reseller market consists of retail and wholesale businesses that

2. Many retailers and most wholesalers carry large numbers of items.

Review Question 4.2 C. Governments

Government organizations include thousands of federal, state, and local

1. The Federal Government

a. The U.S. federal government is the world's largest customer. It

2. State, County, and City Government

a. A business marketer may find over 82,000 state, county, and

1. The fourth major segment of the business market consists of

2. This segment includes many schools, hospitals, churches, civic

Review Questions 5.1 V. The North American Industry Classification System

The North American Industry Classification System (NAICS) is an

It provides a common industry classification system for the NAFTA partners.

6 Explain the major differences between business and

PowerPoint 7-24: VI. Business Versus Consumer Markets

PowerPoint 7-25: A. Demand

2. Inelastic demand means that an increase or a decrease in the price

The demand for many business products is inelastic because the

7-6 Chapter 7 ♦ Business Marketing

A small increase or decrease in consumer demand produces a much

N pts. D pts. J pts.

C pts. W pts. T pts.

A pts. G pts. L pts.