Transcript Beckman PowerPoint Presentation

Chapter 1
Slide 1 of 65
MKTG 106
Marketing is for Everybody
THE PURPOSE OF THE COURSE &
THE PURPOSE OF THE TEXT
• TO SHOW THAT MARKETING IS
ESSENTIAL
• PROVIDE AN UNDERSTANDING OF
THE BASIC MARKETING CONCEPTS
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 2 of 65
MKTG 106
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 3 of 65
MKTG 106
• Canada has a very high amount of
imports and exports per capita therefore a lot of our
business/marketing has to involve
international aspects
• Therefore a “Global-Marketing
Approach” is indeed a very appropriate
sub-title for the text
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 4 of 65
The Good Life
• We have a very high standard of living
in Canada, according to the United
Nations, we have the #1 most desirable
place to live
• “Canada’s ability to retain its high
standard of living depends on our
skills at competing efficiently on a
global and local scale”
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 5 of 65
MKTG 106
So, if we want to keep things
good
We have to have a good
understanding of marketing,
here locally, and globally
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 6 of 65
What is Marketing ?
Selling ?
Advertising ?
Page 4
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 7 of 65
What is Marketing ?
We use the word Marketing to describe
such things as
• analyzing the needs of the people
• trying to guess what types of products
they want
• estimate how much they will buy
• predict when they will want to buy Page 5
• determine where they go to buy the stuff
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 8 of 65
What is Marketing ?
…. And,
• figure out the best price to sell it at - and
can you still make a profit selling it at
that price
• decide on promotional things to create
awareness about the product
Page 5
• look at the competition to see what they
are doing with pricing, features etc.
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 9 of 65
Introduction
• “Marketing is concerned with
anticipating customer demand and
directing the flow of goods from
producers to consumers”
• Marketing has to do with matching
producer’s outputs to consumer’s
activities (wants, needs)
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 10 of 65
MKTG 106
Serving the needs of customers is what
business should be all about …
Marketing is the business function that
interprets customer needs to the rest of
the organization.
Marketing should begin with the customer
needs - NOT with the production process.
Mktg should anticipate needs.
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 11 of 65
MKTG 106
Marketing - the formal definition
Process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that satisfy individuals and
organizational objectives.
Page 8
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 12 of 65
Marketing - the formal definition
MKTG 106
Process of …………….
Planning and executing
N
= carrying out actions
the conception, = (creation of the idea)
pricing, promotion, and
distribution of “STUFF”
to create exchanges
stuff = ideas, goods, and services
= customer gets the product, mfg. gets the $$
that satisfy J people
people = individuals and organizational objectives.
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 13 of 65
Complaints about Mktg
• Now that we know why Marketing is
important, and a bit about what it is, let
us look at some of the complaints
people have about marketing
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
•
•
•
•
•
•
Slide 14 of 65
Complaints about Mktg
Advertising is annoying
They lie
Advertising is wasteful
Products aren’t really safe
Quality is not as good as they say
Marketing makes people too
materialistic
• Credit too easy to get - ppl buy stuff
they don’t need
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
•
•
•
•
Slide 15 of 65
Complaints about Mktg
Packaging is not strong
Labelling is deceptive
Middlemen add to the price
Middlemen are seen as not adding
anything of value
• Products pollute, or their packaging
pollutes
• Too much unnecessary stuff offered
• Serves the wealth, exploits the poor
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 16 of 65
MKTG 106
How Marketing Relates to the
Production of stuff
Marketing fills the “Gap” between
producer and consumer
Page 6
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 17 of 65
MKTG 106
“Production and Marketing
supply 5 kinds of utility that are
needed to provide consumer
satisfaction”
Page 6
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 18 of 65
MKTG 106
“Production and Marketing supply 5 kinds of
utility that are needed to provide consumer
satisfaction”
F
T
T
P
P
From Basic Marketing, Shapiro, Ninth Canadian Edition
Page 6
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 19 of 65
MKTG 106
“Production and Marketing supply 5 kinds of
utility that are needed to provide consumer
satisfaction”
Form
Task
Time
Place
Possession
From Basic Marketing, Shapiro, Ninth Canadian Edition
Page 6
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 20 of 65
MKTG 106
“Production and Marketing supply 5 kinds of
utility that are needed to provide consumer
satisfaction”
Form - is when somebody makes something
Task - is when someone does something for another person
Time - having it when you need it
Place - having it where you need it
Possession - having it, being able to usePageit, 6ride
it, drink it, wear it
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 21 of 65
MKTG 106
Why should we know about Mktg
• Cause,,,,,,,,,,,,,,,,,, it effects a lot of what
you do
Page 8
• In some cases, the COST of marketing
a product makes it very expensive,
soooooo, if you know where to buy it
without the marketing costs included (ie.
Wholesale) you can save a lot of money
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 22 of 65
MKTG 106
Why should we know about Mktg
• Also, Cause,,,,,,,,,,,,,,,,,, marketing people in a
company bring in the money - so their jobs
are important, so they get paid a lot.
• If you get involved in the marketing side, you
are being involved in the INCOME side of the
company and your job is very critical (ie. hard to ever fire you or lay you off)
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 23 of 65
MKTG 106
The Importance of Marketing
• Why study Marketing - ‘cause you can get a
JOB in Marketing !!
• Canada is a very multi-cultural country
• We can buy products from all over the world
• Selling new products to Canadians requires
new marketing approaches - THEREFORE
there will be many new job opportunities
Page 8
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 24 of 65
MKTG 106
The Importance of Marketing
• Marketing is a core business discipline
• The study of marketing is important to
the basics of running a business, big or
small
• When you buy a product - the cost of marketing amounts to
40 ~ 60% of the total
eg. If we buy shoes for $70,
$35 of that 70 has been spent on marketing (including
advertising, market research, development etc.)
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 25 of 65
MKTG 106
The Importance of Marketing
Getting a JOB in Marketing !!
•
•
•
•
•
•
•
•
•
Personal selling
Advertising
Package Design
Transportation
Storage
Marketing Research
Product Development
Wholesaling
Retailing
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 26 of 65
MKTG 106
The Importance of Marketing
Importance to Companies
• When you work in the marketing
department of a company you are part
of LINE personnel
• LINE personnel are always more critical
than STAFF personnel because LINE
personnel “bring in the money” therefore your job is revenue earning,
not revenue spending
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 27 of 65
MKTG 106
Why should we know about Mktg
• You can get to be C.E.O. and Chairman of
the Board
• “Marketing is often the route to the top”
• Almost always the C.E.O. comes from the
V.P. Marketing, not V.P. Human Resources or
V.P. Government Relations
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 28 of 65
MKTG 106
The Importance of Marketing
Getting a JOB in Marketing !!
In addition, many people working with NPO’s also
do marketing
• Promoting political parties
• Cultural groups
• Religious organizations
• Civic organizations eg. Kiwanas, Shriners
• Charitable organizations eg. Red Cross, Salvation
Army
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 29 of 65
Marketing
• Marketing is something companies do,
and it is also a characteristic of our
society
• “It is both a set of activities performed
by organizations, and a social process”
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 30 of 65
MKTG 106
Page 9
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 31 of 65
MKTG 106
Micro - marketing for a company
Macro - the whole economy
Page9
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 32 of 65
MKTG 106
Micro - marketing for a company, things
you do to accomplish the organizations
objectives (companies and NPO’s)
Macro - the whole economy and its flow
of goods and services from producers to
consumers
Page 10
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 33 of 65
MKTG 106
Micro - Its not just selling stuff, but also
looking at what the customers want
Macro - Looking at how everybody in
the country can have access to things
they need. Government has to make
sure everybody has fair access. Page 10
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 34 of 65
MKTG 106
Page 10
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 35 of 65
Micro-Macro Dilemma
• Government has to step in cause not
everything would be produced fairly by
companies - so regulation needed
• eg. It would be cheaper to make cars
without airbags and seatbelts - but gov’t
insists they must - so it has to be done
• (p. 591 Chpt 22)
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 36 of 65
Micro-Macro Dilemma
• Government has to step in cause not
everything would be produced fairly by
companies - so regulation needed
• eg #2. It would be cheaper to make
beer cans from raw material cause the
price of mineral ore is low - but the gov’t
insists a certain % must be recycled to
reduce waste and pollution
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
•
•
•
•
•
•
Slide 37 of 65
Stages of Economic
Development
Self-supporting agriculture
Pre-industrial Commercial
Primary manufacturing
Consumer products manufacturing
Capital equipment manufacturing
Exporting manufactured products
Page 11
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 38 of 65
Mass Production
• Economies of Scale
- as a company makes more and more
of some product, the production cost
per unit decreases - therfore each unit
has a lower cost and can then be sold
at a lower price
• therefore becoming more competitive
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 39 of 65
Mass Production
• Mass production, achieving economies
of scale is good to lower the price BUT
this does not always solve the problem
of satisfying consumer’s needs
• Just because you can make 10 million
of some thing, doesn’t mean you can
sell it - what you need is effective mktg
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 40 of 65
MKTG 106
The 8 Marketing Functions
• Buying
•Selling
•Transporting
•Storing
•Grading
•Financing
•Risk Taking
•Market Information
Page 26
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 41 of 65
MKTG 106
The 8 Marketing Functions
These 8 functions are the same in
several textbooks, and important for
you to learn
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
The Marketing FunctionsSlide
42 of 65
MKTG 106
Beckman, Kurtz & Boone
Nickels, McHugh & Berman
Foundations of Marketing
Understanding Canadian
6th Edition as used in MKTG 116
Buying
Selling
Transporting
Storing
Grading
Financing
Risk Taking
Information Collection
Business 2nd Edition as used in GNED 119
Buying
Selling
Transportation
Storage
Standardization
Finance (Credit)
Risk Bearing
Research
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 43 of 65
MKTG 106
WHO does the marketing
functions ?
From a Macro-point of view
• Centrally planned economy
(communism)
- its done mostly by the government
• Market-direct economy (capitalism)
- its done by various companies,
middlemen, brokers etc.
Page 27
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 44 of 65
MKTG 106
Innovation is encouraged by a market-directed economy
(capitalism) because people who come up with new ideas are
free to try and market them and make a fortune. In a
communist country, government has strict controls on the
“means of production” so there is a limit to what people can
manufacture.
In a capitalist economy, people are always trying think of new
ways to satisfy un-met needs, and, this encourage new
thinking
Page 29
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 45 of 65
Marketing Concept
Page 13
“..The Marketing Concept
means that an organization
aims ALL its efforts at
satisfying its customers...”
“… give the customers what they
need/want seems so obvious”
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 46 of 65
MKTG 106
the Marketing Concept
All of the people in the company aim all
efforts to satisfy the customer.
1. Customer satisfaction
2. A total company effort
3. Profit (not just Sales) as an objective
Page 13 in Shapiro
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 47 of 65
Marketing Concept
Page 6 Beckman, Boone & Kurtz
Organization-wide focus on providing chosen groups
of customers with products that bring (optimal) the
best satisfaction so as to achieve long-run profits.
Customer Satisfaction is the major focus of the
Marketing Concept.
Page 8.
Pride, Ferrell, Mackenzie and Snow
A guiding focus …high level objectivecustomer satisfaction
Shapiro
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 48 of 65
Marketing Concept
Organization-wide- means the WHOLE company involved
focus on providing chosen groups - specific segments not everybody
Page 6 Beckman, Boone & Kurtz
of customers with products that bring optimal
satisfaction
- designed to give them exactly what they want
so as to achieve long-run profits - not short term
- you also have to watch your competition
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 49 of 65
Marketing Concept
The Marketing Concept is NOT a second
definition of marketing. It is a
management philosophy guiding an
organization’s overall activities
Page 9 in
Pride, Ferrell, Mackenzie and Snow
“… a philosophy to guide the whole firm…”
Shapiro text
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 50 of 65
MKTG 106
Applying the Marketing Concept
You have to first accept that it is
necessary to find out “what the customer
really wants”.
You have to establish an information
system to do surveys, questionnaires,
etc. in order to “know” what to create that
is really satisfying to the customer.
Page 10 in Pride, Ferrell, Mackenzie and Snow
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 51 of 65
the Marketing Concept
“… the fences come down…”
“…guided by what customer’s want instead of what each dept would like to
do…”
Because everybody sees they have a
responsibility
- relates to TQM
- continuous improvement
- empowerment
in Shapiro
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 52 of 65
the Marketing Concept
What the text is trying to emphasize is that
the people on the selling side, and the
people in production, and the people in the
middle - ALL have to be
“in sync” so that they are all aware of how
each other has to do things in order to
ultimately satisfy the final customer.
The marketing concept “provides a guiding
focus that all depts should adopt”
in Shapiro
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 53 of 65
Advocacy Advertising
• You are not trying to sell a product, you
are trying to get people to believe in
something, or behave in a certain way
eg.
- Don’t drink and drive
- Canadian Cancer Society
- recycle
- use the TTC, save gas
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 54 of 65
MKTG 106
Page 20
• NPO’s also need marketing people, eg
Heart & Stroke Foundation, Canadian
Cancer Society, Ducks Unlimited,
Canadian Wildlife Federation, Outward
Bound
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
•
•
•
•
•
•
Marketing for NPO’s
Slide 55 of 65
Non Profit Organizations
Churches
Associations
Art groups
Music groups
Dance and performance groups (eg. Caribana)
Government services (eg. Police, fire)
all of these groups need marketing to get
participants
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 56 of 65
NPO marketing, example
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 57 of 65
MKTG 106
Marketing Concept applied in
NonProfit Organizations - NPO’s
• The purpose is Advocacy advertising
• Some NPO’s have to “market” in order
to maintain their position in the
community otherwise they will cease to
exist
• Some NPO’s operate businesses that
sell products or services in order to
Page 22
raise money
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 58 of 65
MKTG 106
Marketing Concept - NPO’s
• In the text it mentions “… a shelter for
the homeless may fail if supporters
focus on AIDS education…”
• This is one reason who health related
NPO’s market aggressively since their
donations usually come from the same
audience
eg. Some people say Cancer research has faltered
due to the popularity of raising money for AIDS
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 59 of 65
MKTG 106
Marketing Concept - NPO’s
Profit is not measured the same way
• Profit can be in terms of money raised for
research
- or the number of people that quit smoking
- of the number of people that give blood
page 45
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 60 of 65
MKTG 106
Marketing Concept - NPO’s
Volunteers are necessary to perform the
services - but there are problems with
having non-professional, non-permanent
staff
Volunteers do what they want to do, and
this may not fit with the objectives
eg. Fashion show
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
Slide 61 of 65
MKTG 106
One of the big complaints about marketing is that ppl
act unethical in order to make a sale.
Sometimes it is easy to forget that morals are based
on your own cultural standards and in different
cultures, people have different opinions about what is
ethical.
Eg. Bribery is perfectly acceptable in some parts of
Asia and Latin America, but unacceptable in USA and
Canada
page 22
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 62 of 65
Marketing Concept
- Social Responsibility
- “improve positive effects on Society and
reduce negative effects…”
- environmental problems
- social responsibility conflicts with profit
objective
(raises ?, is mktg concept desirable)
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 63 of 65
Marketing Concept
- Social Responsibility
-? Of social responsibility cutting into
profits
- some companies have been very
successful at dealing with this eg. BODY
SHOP
- they realize it is a way to endear
themselves to trendy customers
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 64 of 65
Marketing Concept
- Social Responsibility
-? What if it cuts into profits
Answer - increasing quality may cost more in
production, but you may make this money back
in increased sales which come about as the
customers realize you have a very good quality
product - this will reduce the advertising costs
and customer service/warranty costs and
ensure customer satisfaction re: brand loyalty
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson
Chapter 1
MKTG 106
Slide 65 of 65
Marketing Concept
- Social Responsibility
Written Codes of Ethics
page 25 AMA
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
and Copyright by Tim Richardson