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Organizational Behavior cover

Organizational Behavior

Published by OpenStax under the CC BY 4.0 license

J. Stewart BlackINSEADDavid S. BrightWright State UniversityDonald G. GardnerUniversity of Colorado-Colorado Springsand 9 more authors

Credit and license

Organizational Behavior by J. Stewart Black, David S. Bright, Donald G. Gardner, Eva Hartmann, Jason Lambert, Laura M. Leduc, Joy Leopold, James S. O’Rourke, Jon L. Pierce, Richard M. Steers, Siri Terjesen and Joseph Weiss. Published by OpenStax (2019) under the Creative Commons Attribution 4.0 International License. Read it free at openstax.org.

Changes: none. Prepara shows the text as OpenStax published it and adds its course tools around it.

The cover on this page is Prepara's own. The OpenStax name, logo and covers are not part of the license, and OpenStax does not endorse Prepara.

What is inside this book

Features in every Prepara book

Besides the reading, every chapter has short lesson films, a tutor students can ask, and questions that are graded for you.

Students watch short films on the chapter and answer graded questions about them; a wrong answer opens a short explainer and a chance to earn back part of the credit.

Lessons / Principles of MarketingWhat Is Marketing?
Section 4 of 6The four Ps, and the decisions hiding inside them
0:27 / 2:01
PreparaAsk me if the video mentions anything you'd like clarified
Question 1 of 3

The section says the single word Product was hiding three separate jobs. What are they?

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Based on what you missed here, I recommend you watch a short explainer on this.

Question 1

The section says the single word Product was hiding three separate jobs. What are they?

The product, the price charged, and the place it is sold. Price and Place are already their own words on the list, so they were never hiding inside Product.

The correct answer stays hidden until you try the similar question below.

What you need to do next

Finish one of these four activities to move on.

Recommended for what you missed
Or pick a different one:Read the passageTry the interactiveSee the figure

Then earn the credit back

Try a similar question

This unlocks as soon as you finish an activity above. It is worth half the credit for this question.

Reviewed 0 of 1 incorrect question. The lesson continues after you review it.
Watch the explainerPrinciples of Marketing, Chapter 2
0:00 / 0:27
Similar questionWorth half the credit

A team lists its marketing decisions and writes Product as a single line. Which three decisions does that one line quietly cover?

You answered the similar question right and earned back half the credit.

Students can ask the tutor about anything in the chapter; it answers from the book, names the section it used, and can quiz them.

Principles of Marketing · Chapter 3

The Marketing Environment

Netflix changed its business three times as conditions changed, with each change coming a year or two before its competitors responded. In 1998, Netflix’s founders began mailing DVDs because home internet connections were too slow for streaming. By 2007, internet connections had become fast enough for streaming, so Netflix moved to streaming while Blockbuster, the country’s largest video-rental chain, continued to rely on its 9,000 stores.

Blockbuster filed for bankruptcy protection in September 2010 with a billion dollars of debt. By 2018, the stock market valued Netflix above every traditional studio competing to reach viewers on the same screens. A brand that keeps studying changes in its environment tends to outperform a brand that continues to rely on the previous year’s view of those conditions.

The marketing environment keeps changing. This chapter explains the tools a marketing team can use to analyze those changes.

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Chapter 2 lessonMaya Chen
  • ✓Question 1
  • ✓Question 2
  • ✓Question 3
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Prepara gradebookMKTG 3323
StudentCh 1 lesson3 ptsCh 2 lesson3 ptsOverall
ABAva Brooks32.591%
DPDevon Park2384%
ESEmma Silva3396%
JNJack Nguyen2.5263%
MCMaya Chen3–78%
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ABAva Brooks2.5
DPDevon Park3
ESEmma Silva3
JNJack Nguyen2
MCMaya Chen–
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All book chaptersOrganizational Behavior · 19 chapters
Your sectionMKTG 3323 · 0 chapters

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19 chapters in the book12 in your course, numbered 1 to 12
3 Segmentation, Targeting, PositioningSettingsContentsNotesAsk

Segmentation, Targeting, Positioning

Learning objectives

By the end of this chapter, you will be able to:

  • Take a market through the three steps in order: cut it into segments, pick the segment you will serve, and decide how you want the buyer to remember the brand.
  • Cut a market into segments whose buyers share the same needs inside a group and differ across groups, using descriptors you can actually act on.
3.1 Why STP exists at all

Segmentation, targeting, and positioning are necessary because buyers differ from one another. Two people can reach for the same forty-ounce insulated cup for completely different reasons. One buyer may need to drink that much water on a worksite, while the other may choose the cup because its color matches the inside of the car.

A seller who ignores these differences designs an offer for an average buyer who does not exist. Real buyers are spread out around that average rather than clustered at it. Customer heterogeneity is the formal name for this variation.

*Examples show the Principles of Marketing book.

From this book

The reading and the interactives

What this book itself contains: its chapters as students read them and the interactives inside them.

*Examples show the Principles of Marketing book.

The reading

How chapter 3, The Marketing Environment, opens for students: the text, its figure, and an interactive they can try.

Interactive widgets in every chapter

Every chapter has interactives students can try, built on the chapter's own examples and numbers. Here are four of them; pick one and try it.

Tools for this course

Tools that work with this book

Each tool is a separate product that also works without the book, and each sends its grades to the same gradebook.

Prepara LabStudents do hands-on assignments in real working tools, such as a spreadsheet, inside your course.
  1. 1You pick an assignment, like a pivot table
  2. 2Students do it in a real spreadsheet, in your course
  3. 3You see each student's steps and grade the work
Prepara In-ClassEngage your whole class with live questions answered from their phones.
  1. 1You put a question on the classroom screen
  2. 2Students answer from their phones
  3. 3You show the results and the right answer
Prepara Evaluation StudioStudents record videos of themselves: presentations, sales pitches, oral exams.
  1. 1You set up a video assignment, like a sales pitch
  2. 2Students record their video, alone or in a group
  3. 3You watch it, comment on it and grade it with a rubric
Peer EvaluationsStudents rate how much each teammate contributed to a group project.
  1. 1You set up a peer evaluation for your teams
  2. 2Students rate themselves and their teammates
  3. 3You read the ratings and the grades they suggest
Table of contents

19 chapters

19 chapters, 99 sections
01
Management and Organizational Behavior4 sections
02
Individual and Cultural Differences7 sections
03
Perception and Job Attitudes5 sections
04
Learning and Reinforcement4 sections
05
Diversity in Organizations7 sections
06
Perception and Managerial Decision Making6 sections
07
Work Motivation for Performance4 sections
08
Performance Appraisal and Rewards5 sections
09
Group and Intergroup Relations4 sections
10
Understanding and Managing Work Teams6 sections
11
Communication5 sections
12
Leadership9 sections
13
Organizational Power and Politics4 sections
14
Conflict and Negotiations4 sections
15
External and Internal Organizational Environments and Corporate Culture6 sections
16
Organizational Structure and Change3 sections
17
Human Resource Management6 sections
18
Stress and Well Being4 sections
19
Entrepreneurship6 sections

Your course does not have to use every chapter. You choose the chapters to assign, and the book keeps prerequisite topics in order.

Authors

The 12 authors

J. Stewart BlackINSEAD
David S. BrightProfessor of Organizational Behavior and Organization Development, Wright State University

David Bright is a tenured professor of organizational behavior and organization development at Wright State University and a former department chair. His research examines values in organizations through virtue ethics, Positive Organizational Scholarship, organizational virtuousness, Appreciative Inquiry, and classroom excellence.

Source: people.wright.edu
Donald G. GardnerUniversity of Colorado-Colorado Springs
Eva HartmannUniversity of Richmond
Jason LambertTexas Woman’s University
Laura M. LeducProfessor of International Business and MBA; Interim Department Head, James Madison University

Laura M. Leduc is a professor at James Madison University, where she teaches international business and MBA courses.

Source: jmu.edu
Joy LeopoldWebster University
James S. O’RourkeUniversity of Notre Dame
Jon L. PierceUniversity of Minnesota-Duluth
Richard M. SteersUniversity of Oregon
Siri TerjesenProfessor and Associate Dean for Research and External Relations, American University

Siri Terjesen is associate dean for research and external relations, founding executive director of the Madden Center for Value Creation, and Phil Smith Professor of Entrepreneurship at Florida Atlantic University. Her areas of expertise include strategic management, entrepreneurship, corporate governance, higher education, and philanthropy.

Source: business.fau.edu
Joseph WeissProfessor Emeritus of Management, Bentley University

Joseph Weiss is professor emeritus of management at Bentley University. His teaching interests include leadership, business ethics, spirituality and management, organizational behavior and change, and career development.

Source: faculty.bentley.edu

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