Read Anytime Anywhere Easy Ebook Downloads at ebookluna.

com

Marketing Management 5th Edition Dawn Iacobucci -

eBook PDF

https://ebookluna.com/download/marketing-management-ebook-
pdf/

OR CLICK HERE

DOWLOAD EBOOK

Visit and Get More Ebook Downloads Instantly at https://ebookluna.com

 Instant digital products (PDF, ePub, MOBI) available
Download now and explore formats that suit you...

(eBook PDF) Marketing Management 5th Edition by Dawn

Iacobucci

https://ebookluna.com/product/ebook-pdf-marketing-management-5th-
edition-by-dawn-iacobucci/

ebookluna.com

(eBook PDF) Marketing Strategy and Management 5th by M.

Baker

https://ebookluna.com/product/ebook-pdf-marketing-strategy-and-
management-5th-by-m-baker/

ebookluna.com

(eBook PDF) Marketing Management, 16th Edition

https://ebookluna.com/product/ebook-pdf-marketing-management-16th-
edition/

ebookluna.com

(eBook PDF) Marketing Management 14th Canadian Edition

https://ebookluna.com/product/ebook-pdf-marketing-management-14th-
canadian-edition/

ebookluna.com
(eBook PDF) Global Marketing Management 6th Edition

https://ebookluna.com/product/ebook-pdf-global-marketing-
management-6th-edition/

ebookluna.com

(eBook PDF) Global Marketing Management, 8th Edition

https://ebookluna.com/product/ebook-pdf-global-marketing-
management-8th-edition/

ebookluna.com

(eBook PDF) Strategic Marketing Management, 9th Edition

https://ebookluna.com/product/ebook-pdf-strategic-marketing-
management-9th-edition/

ebookluna.com

Marketing Management: 4th European Edition - eBook PDF

https://ebookluna.com/download/marketing-management-european-edition-
ebook-pdf/

ebookluna.com

(Original PDF) Global Marketing Management, 7th Edition

https://ebookluna.com/product/original-pdf-global-marketing-
management-7th-edition/

ebookluna.com
�..
·-
'# CENGAGE.
 �-'# CENGAGE
•- Learning·
Australia• Brazil• Japan• Korea • Mexico• Singapore• Spain• United Kingdom • United States
 CENGAGE
Learning·

Marketing Management, Fifth Edition © 2018, 2015 Cengage Learning®

Dawn Iacobucci
ALL RIGHTS RESERVED. No part of this work covered by the copyright

Senior Vice President, General Manager, herein may be reproduced or distributed in any form or by any means,

Social Sciences, Humanities & Business: except as permitted by U.S. copyright law, without the prior written per­

Erin Joyner mission of the copyright owner.

Product Director: Jason Fremder For product information and technology assistance, contact us at
Product Manager: Heather Mooney Cengage Learning Customer & Sales Support, 1-800-354-9706

Content Developer: John Sarantakis For permission to use material from this text or product,
submit all requests online at www.cengage.com/permissions
Marketing Director: Kristen Hurd
Further permissions questions can be emailed to
Marketing Manager: Katie Jergens [email protected]

Marketing Coordinator: Casey Binder

Product Assistant: Allie Janneck Library of Congress Control Number: 2016943749

Art and Cover Direction, Production
ISBN-13: 978-1-337-27112-7
Management, and Composition: Cenveo

Publisher Services Except where otherwise noted, all content is© Cengage Learning.

Intellectual Property
Cengage Learning
Analyst: Diane Garrity
20 Channel Center Street
Project Manager: Sarah Shainwald Boston, MA 02210
Manufacturing Planner: Ron Montgomery USA

Cover lmage(s): Santiago Cornejo/

Shutterstock, Mukhina Viktoriia/Shutterstock, Cengage Learning is a leading provider of customized learning solu­
tions with employees residing in nearly 40 different countries and sales in
Nomad_Soul/Shutterstock, Redchanka/
more than 125 countries around the world. Find your local representative
Shutterstock, Bespaliy/
at: www.cengage.com
Shutterstock, hxdbzxy/Shutterstock,

Quayside/Shutterstock, Cyrustr/
Cengage Learning products are represented in Canada by
Shutterstock, Subbotina Anna/ Nelson Education, Ltd.
Shutterstock, elen_studio/Shutterstock

To learn more about Cengage Learning Solutions, visit www.cengage.com

Purchase any of our products at your local college store or at our

preferred online store www.cengagebrain.com

Printed at CLDPC, USA, 12-20

 Preface x

About the author xii

Part 1 Marketing Strategy

Why is Marketing Management Important?

2 Customer Behavior 13

3 Segmentation 32

4 Targeting 51

5 Positioning 63

Part 2 Product Positioning

6 Products: Goods and Services 79

7 Brands 91

8 New Products and Innovation 109

Part 3 Positioning via Price, Place,

and Promotion
9 Pricing 131

10 Channels of Distribution 161

11 Advertising Messages and Marketing Communications 185

12 Integrated Marketing Communications and Media Choices 205

13 Social Media 224

Part 4 Positioning: Assessment Through

the Customer Lens
14 Customer Satisfaction and Customer Relationships 239

15 Marketing Research Tools 256

Part 5 Capstone
16 Marketing Strategy 275

17 Marketing Plans 293

Endnotes 312

Index 316

iii
 Preface x

About the author xii

Part 1 Marketing Strategy

1 Why Is Marketing Management

Important? 1

1-1 Defining Marketing

1-2 Marketing Is an Exchange Relationship
1-2a Marketing is Everywhere 2
1-3 Why Is Marketing Management Important? 2
1-3a Marketing and Customer Satisfaction is
Everyone's Responsibility 4
1-4 The "Marketing Framework": SCs, STP, and the 4Ps 5
1-4a Book Layout 7
1-4b Learning from the Marketing Framework 8
1-4c The Flow in Each Chapter: What? Why? How? 9

2 Customer Behavior 13

2-1 Three Phases of the Purchase Process 13

2-2 Different Kinds of Purchases 15
2-3 The Marketing Science of Customer Behavior 18
2-3a Sensation and Perception 18
2-3b Learning, Memory, and Emotions 20
2-3c Motivation 22
2-3d Attitudes and Decision Making 25
2-3e How Do Cultural Differences Affect
Consumers' Behavior? 27

3 Segmentation 32

3-1 Why Segment? 32

3-2 What Are Market Segments? 33
3-3 What Information Serves as Bases for Segmentation? 35
3-3a Demographic 35
3-3b Geographic 36
3-3c Psychological 37
3-3d Behavioral 39
3-3e B2B 40
3-3f Concept in Action: Segmentation Variables 41

iv
 Contents

3-4 How Do Marketers Segment

the Market? 42
3-4a How to Evaluate the
Segmentation Scheme 42

4 Targeting 51

4-1 What Is Targeting and Why

Do Marketers Do It? 51
4-2 How D o We Choose a Segment
to Target? 52
4-2a Profitability and Strategic Fit 52
4-2b Competitive Comparisons 54
4-3 Sizing Markets 56
4-3a Concept in Action: How Much of
My Consultative Advice Can I Sell? 58

5 Positioning 63

5-1 What Is Positioning and Why Is It Probably the Most Important

Aspect of Marketing? 63
5-1 a Positioning via Perceptual Maps 64
5-1 b The Positioning Matrix 66
5-2 Writing a Positioning Statement 74

Part 2 Product Positioning

6 Products: Goods and Services 79

6-1 What Do We mean by Product? 79

6-1 a The Product in the Marketing Exchange 80
6-2 How Are Goods Different from Services? 81
6-2a Intangibility 81
6-2b Search, Experience, Credence 82
6-2c Perishability 83
6-2d Variability 83
6-2e To Infinity and Beyond Goods and Services 84
6-3 What Is the Firm's Core Market Offering? 84
6-3a Dynamic Strategies 86
6-3b Product Lines: Breadth and Depth 87

7 Brands 91
7-1 What Is a Brand? 91
7-1 a Brand Name 92
7-1 b Logos and Color 92
7-2 Why Brand? 93
7-3 What Are Brand Associations? 95
7-3a Brand Personalities 91
7-3b Brand Communities 98

\
 Contents

7-4 What Are Branding Strategies? 98

7-4a Umbrella Brands vs. House of Brands 99
7-4b Brand-Extensions and Co-Branding 100
7-4c How are Brands Best Rolled Out Globally? 103
7-4d Store Brands 1 03
7-5 How Is Brand Equity Determined? 104

8 New Products and Innovation 109

8-1 Why Are New Products Important? 1 09

8-2 How Does Marketing Develop New Products for
Their Customers? 110
8-2a Philosophies of Product Development 110
8-2b Marketing 111
8-2c Idea Creation and Market Potential 112
8-2d Concept Testing and Design & Development 113
8-2e Beta-Testing 115
8-2f Launch 116
8-3 What Is the Product Life Cycle? 11 8
8-3a Diffusion of Innovation 120
8-4 How Do New Products and Brand Extensions Fit in
Marketing Strategy? 124
8-4a Strategic Thinking about Growth 125
8-5 What Trends Should I Watch? 126

Part 3 Positioning via Price, Place,

and Promotion

9 Pricing 131

9-1 Why Is Pricing so Important? 1 31

9-2 Background: Supply and Demand 131
9-3 Low Prices 1 36
9-3a Concept in Action: Break-Even for a Good 137
9-3b Concept in Action: Break-Even for a Service 139
9-4 High Prices 142
9-4a Using Scanner Data 142
9-4b Using Survey Data 144
9-4c Conjoint Analysis 144
9-5 Units or Revenue; Volume or Profits 145
9-6 Customers and the Psychology of Pricing 147
9-6a Price Discrimination, a.k.a. Segmentation Pricing 150
9-6b Quantity Discounts 151
9-6c Yield or Demand Management 152
9-7 Non-Linear Pricing 152
9-8 Changes in Cha-Ching 154
9-8a Pricing and the Product Life Cycle 154
9-8b Price Fluctuations 15 5
9-8c Coupons 155
 Contents vii

9-8d Competitive Strategy and Game Theory 155

9-8e Auctions 156

10 Channels of.Distribution 161

1 0-1 What Are Distribution Channels, Supply Chain Logistics, and

Why Do We Use Them? 162
1 0-2 How to Design Smart Distribution Systems: Intensive or
Selective? 1 65
1 0-2a Push and Pull 167
1 0-3 Power and Conflict in Channel Relationships 168
10-3a Revenue Sharing 170
10-3b Integration 173
10-3c Retailing 175
10-3d Franchising 178
10-3e E-commerce 179
10-3f Catalog Sales 180
10-3g Sales Force 181
10-3h Integrated Marketing Channels 182
.

11 Advertising Messages and Marketing

Communications 185

1 1 -1 What Is Advertising? 187

1 1 -2 Why Is Advertising Important? 187
1 1 -3 What Marketing Goals Are sought from Advertising
Campaigns? 188
1 1 -4 Designing Advertising Messages to Meet
Marketing and Corporate Goals 1 90
11-4a Cognitive Ads 191
11-4b Emotional Ads 193
11-4c Image Ads 195
11-4d Endorsements 196
1 1 -5 How Is Advertising Evaluated? 198
11-5a A ct and Abranct 201
a

12 Integrated Marketing Communications

and Media Choices 205

1 2-1 What Media Decisions Are Made in Advertising Promotional

Campaigns? 205
12-1a Reach and Frequency and GRPs 207
1 2-1b Media Planning and Scheduling 209
1 2-2 Integrated Marketing Communications Across Media 210
1 2-2a Media Comparisons 212
12-2b Beyond Advertising 214
12-2c Choice Between Advertising and a Sales Force 215
12-2d The IMC Choices Depend on
the Marketing Goals 21 8
1 2-3 How Is the Effectiveness of Advertising
Media Measured? 220
viii Contents

13 Social Media 224

13·1 What Are Social Media? 224

13-1 a Types of Social Media 225
13-1b Word-of-mouth 226
13-2 What Are Social Networks? 227
13-2a Identifying Influentials 227
13-2b Recommendation Systems 228
13-2c Social Media ROI, KPls, and Web Analytics 230
13-2d Pre-purchase: Awareness 230
13-2e Pre-purchase: Brand Consideration 231
13-2f Purchase or Behavioral Engagement 232
13-2g Post-purchase 233
13-2h How to Proceed? 234

Part 4 Positioning: Assessment Through

the Customer Lens

14 Customer Satisfaction
and Customer Relationships 239

14-1 What Are Customer Evaluations, and Why Do We Care? 239

14-2 How Do Consumers Evaluate Products? 240
14-2a Sources of Expectations 241
14-2b Expectation and Experience 243
14-3 How Do Marketers Measure Quality and Customer
Satisfaction? 245
14-4 Loyalty and Customer Relationship Management (CRM) 248
14-4a Recency, Frequency, and
Monetary Value (RFM) 249
14-4b Customer Lifetime Value (CLV ) 251

15 Marketing Research Tools 256

15-1 Why Is Marketing Research
so Important? 256
15-2 Cluster Analysis for Segmentation 258
15-3 Perceptual Mapping for Positioning 260
15-3a Attribute-Based 260
15-4 Focus Groups for Concept Testing 264
15-5 Conjoint for Testing Attributes 265
15-6 Scanner Data for Pricing and Coupon Experiments and Brand
Switching 268
15-7 Surveys for Assessing Customer Satisfaction 270
 Contents

Part 4 Capstone

16 MARKET ING ST RATEGY 275

16·1 Types of Business and Marketing Goals 275
16-2 Marketing Strategy 278
16-2a Ansoff's Product-Market Growth Matrix 278
16-2b The BCG Matrix 279
16-2c The General Electric Model 280
16-2d Porter and Strategies 281
16-2e Treacy and Wiersema Strategies 282
16-3 How to "Do" Strategy 283
16-3a SWOT's S&W 284
16-3b SWOT's O&T 285
16-4 Key Marketing Metrics to Facilitate Marketing Strategy 287

17 Marketing Plans 293

17-1 How Do We Put it All Together? 293

17-2 Situation Analysis: The SCs 294
17-3 STP 298
17-4 The 4Ps 300
17-5 Spending Time and Money 304

Endnotes 312

Index 316
Visit https://testbankfan.com
now to explore a rich
collection of testbank or
solution manual and enjoy
exciting offers!
 There are several really good marketing management texts, yet this text was created because
the Cengage sales force recognized an opportunity. Existing texts present numerous lists of
factors to consider in a marketing decision but offer little guidance on how the factors, lists
and multiple decisions all fit together.
In this book, an overarching Marketing Framework, used in every chapter, shows how
all the pieces fit together. So, for example, when facing a decision about pricing, readers
must consider how pricing will impact a strategic element like positioning or a customer
reaction like loyalty and word of mouth. This book is practical, no-nonsense, and relatively
short, to further heighten its utility. Everyone is busy these days, so it's refreshing when a
writer gets to the point. After this relatively quick read, MBAs and EMBAs should be able
to speak sensibly about marketing issues and contribute to their organizations.

Chapter Org anization

The form of each chapter is very straightforward: The chapter's concept is introduced by
describing what it is and why marketers do it, and the rest of the chapter shows how to do
it well. This what-why-and-how structure is intended to be extremely useful to MBA and
EMBA students, who will quickly understand the basic concepts, e.g., what is segmenta­
tion and why is it useful in marketing and business? The details are in the execution, so the
how is the focus of the body of the chapter.

Key Features
Each chapter opens with a managerial checklist of questions that MBA and EMBA stu­
dents will be able to answer after reading the chapter. Throughout each chapter, boxes
present brief illustrations of concepts in action in the real world or elaborations on concepts
raised in the text, also drawing examples from the real business world. Chapters close with
a Managerial Recap that highlights the main points of the chapter and reviews the opening
checklist of questions. Chapters are also summarized in outline form, including the key
terms introduced throughout the chapter. There are discussion questions to ponder, as well
as video resources to serve as points for still further discussion. Each chapter contains a
Mini-Case that succinctly illustrates key concepts.

MindTap
The 5th edition of Marketing Management offers two exciting alternative teaching for­
mats. Instructors can choose between either a hybrid print and digital offering or a version
that provides completely integrated online delivery through a platform called MindTap.
MindTap is a fully online, highly personalized learning experience built upon authoritative

x
 Preface

content. By combining readings, multimedia, activities, and assessments into a singular

Learning Path, MindTap guides students through their course with ease while promoting
engagement. Instructors personalize the Learning Path by customizing Cengage Learning
resources and adding their own content via apps that integrate into the MindTap frame­
work seamlessly. Instructors are also able to incorporate the online component of Consumer
Behavior into a traditional Learning Management System (e.g. Blackboard, Canvas, D2L,
etc.) providing a way to manage assignments, quizzes and tests throughout the semester

Instructor Resources
Web resources for the book at www.cengagebrain.com provide the latest information in
marketing management. The Instructor's Manual, Test Bank authored in Cognero, and
PowerPoint slides can be found there.

Acknowledgments
Cengage Learning's people are the best! Special thanks to John Sarantakis (Content
Developer), Mike Roche (Senior Product Manager), Heather Mooney (Product Manager)
Jenny Ziegler (Senior Content Project Manager), Diane Garrity (Intellectual Property An­
alyst), Sarah Shainwald (Intellectual Property Project Manager) Laura Cheu (Copyeditor),
Ezhilsolai Periasamy (Project Manager), Manjula Devi Subramanian (Text Researcher),
Abdul Khader (Image Reasearcher), and Pushpa V. Giri (Proofreader).
As always, special thanks to the Cengage sales force. I will forever be grateful for your
notes of encouragement as we began this project. I hope you like Marketing Management 5.
 DAWN IA(0 BU ((I is the Ingram Professor of Marketing at the Owen
Graduate School of Management, Vanderbilt University (since 2007). She has
been Senior Associate Dean at Vanderbilt (2008-2010), and a professor of marketing
at Kellogg (Northwestern University, 1987-2004), Arizona (2001-2002), and Wharton
(Pennsylvania, 2004 to 2007). She received her M.S. in Statistics, and M.A. and Ph.D.
in Oliantitative Psychology from the University of Illinois at Urbana-Champaign. Her
research focuses on modeling social networks and geeky high-dimensional analyses. She
has published in Journal of Marketing, journal of Marketing Research, Harvard Business
Review, Journal of Consumer Psychology, International journal of Research in Marketing,
Marketing Science,]ournal ofService Research, Psychometrika, Psychological Bulletin, and Social
Networks. Iacobucci teaches Marketing Management and Marketing Models to Executives,
MBA and undergraduate students and multivariate statistics and methodological topics to
Ph.D. students. She has been editor of both Journal of Consumer Research and journal of
Consumer Psychology. She edited Kellogg on Marketing, she is author of Mediation Analysis,
and co-author on Gilbert Churchill's leading text, Marketing Research.

xii
 WHY I S M A R KET I NG 1
M A NAG E MENT I MPO RTANT?

Managerial Checklist
• What are the three phases of the buying process?
•What kinds of purchases are there?
• How do consumers make purchase decisions-and how can marketers use this information?

1 - 1 DEFINING MARKETING
Ask the average person, "What is marketing?" and they might say:
• "Marketing is sales and advertising."
• "Marketers make people buy stuff they don't need and can't afford."
• "Marketers are the people who call you while you're trying to eat dinner."
Unfortunately those comments are probably all deserved. The marketing profession, like
any other, has its issues. But in this book we'll take a more enlightened view.
This chapter begins with an overview of marketing concepts and terms. We' ll see the
importance of marketing in today's.corporation. We'll then present the Marketing Frame­
work that structures the book and gives you a systematic way to think about marketing, and
we'll define all the terms in the framework: 5Cs, STP, and 4Ps.

1-2 MARKETING IS AN EXCHANGE

RELATIONSHIP
Marketing is defined as an exchange between a firm and its customers.1 Figure 1.1 shows
the customer wants something from the firm, and the firm wants something from the
customer. Marketers try to figure out what customers want and how to provide it profitably.
 Part 1 Marketing Strategy

Ideally, this can be a nice, symbiotic relationship. Customers don't mind paying for their
purchases-and sometimes they pay a lot-if they really want what they're about to buy.
Companies like taking in profits, of course, but great companies really do care about their
customers. If we're lucky, the exchange depicted in Figure 1.1 is an ongoing exchange be-
tween the customer and the company, strengthening the tie
between them.
As a lifelong customer, you are already somewhat famil­
iar with marketing from the consumer side. But on the job,
Marketing oversees the you'll need to understand marketing from the firm's point
customer-brand exchange. of view. Throughout this book, you'll see both perspectives.
In particular, you'll see all the issues that marketers deal
with as they try to deliver something of value to their cus­
'
tomers, while trying to derive value from them.

Figure 1.1
Marketing is
an Exchange

1-2a Marketing is Everywhere

Figure 1.2 illustrates that you can market just about anything. Marketing managers sell
simple, tangible goods such as soap or shampoo, as well as high-end luxury goods such as
Chanel handbags. Other marketing managers work in services, such as haircuts, airlines,
hotels, or department stores. Marketers oversee experiences like theme parks or events like
theater and concerts. Marketers help entertainers, athletes, politicians, and other celebrities
with their images in their respective "marketplaces" (fans, agents, intelligentsia, opinion).
Tourist bureaus have marketers who advertise the selling points of their city's or country's
unique features. Information providers use marketing because they want customers to think
they're the best (and thereby maximize their ad revenue). Marketers at nonprofits and gov­
ernment agencies work on "causes" (e.g., encouraging organ donation or drinking respon­
sibly). Industries market themselves (think of the beef or milk ads). Naturally, companies
use marketing for their brands and themselves. And you can market yourself, e.g., to a job
interviewer or potential amour. These goals may look different, but marketing can be used
beneficially in all these situations.

1-3 WHY IS MARKETING MANAGEMENT

IMPORTANT?
Marketers have evolved beyond being merely product or production focused, where the
company mind-set is, "Let's build a better mouse trap." We know that approach doesn't
work. There's no point in just cranking out better gadgets unless the customers want them
Random documents with unrelated
content Scribd suggests to you:
 THE BLACK VULTURE

Aloof upon the day’s immeasured dome,

He holds unshared the silence of the sky.
Far down his bleak, relentless eyes descry
The eagle’s empire and the falcon’s home—
Far down, the galleons of sunset roam;
His hazards on the sea of morning lie;
Serene, he hears the broken tempest sigh
Where cold sierras gleam like scattered foam.

And least of all he holds the human swarm—

Unwitting now that envious men prepare
To make their dream and its fulfilment one,
When, poised above the caldrons of the storm,
Their hearts, contemptuous of death, shall dare
His roads between the thunder and the sun.
 THE HOUSE OF ORCHIDS

Dedicated to Mrs. Joseph B. Coryell

 How swift a step from zone to zone!
A moment since, the day
Was cool with winds from linden-bowers flown
And breath of mounded hay
That ripens on the plains,
Beneath the shadow of the western hill;
But here the air is still,
Warm as a Lesbian valley’s afternoon
Made langourous with June
And moist with spirits of unnumbered rains,
Pervaded with a perfume that might be
Of rainbow-haunted lands beyond the sea
And ocean-ending sands—
A ghost of fragrance whose elusive hands
Touch not the hidden harp of memory.
What sprites are those that gleam?
Can eyes betray?
Till now I did not deem
That Beauty’s flaming hands could shape in bloom
So marvelous and delicate designs.
The vision here that shines
Seems not a fabric of our mortal day
And Nature’s tireless loom,
By custom long defiled,
But symbol of a loveliness supreme,
A god’s forgotten dream
In alabaster told by elfin skill
In caverns underneath a haunted hill,
Or in some palace of enchantment hewn
From crystal in the twilights of the moon,
Where white Astarte strays
And Echo and the silver-footed fays
Make alien music, fugitive and wild.
Ye seem as flowers exiled,
More beautiful because they die so soon;
But who the gods that could have scorned
Your tenderness unmarred?
Put first ye forth your fragile wings,
Less of the form than of the soul of things,
Where seraphim had mourned
In Eden’s evening, heavy-starred,
When first the gates were barred
And cruel Time began?
For mystery hath lordship here, and ye
Seem spirit-flowers born to startle man
With intimations of eternity
And hint of what the flowers of Heaven may be.
Nor can your glamour greatly seem of earth:
Her blossoms are of mirth,
But ye with loveliness can tell of grief—
Unhappy love most exquisite and brief.

Wingéd ye seem and fleet,

Such flowers pale as are
Worn by the goddess of a distant star—
Before whose holy eyes
Beauty and evening meet,
Mysterious beauty delicate and strange,
And evening-calm that sighs
With Music’s inexpressible surmise—
Her question ere she dies.
From form to form ye range,
From hue to hue,
And this, with petals wan and mystical,
Seems votive to those spirits of the dew
That weep at silvern twilights silently,
With tears that gently fall
On hidden elves dim-curtained by the rose.
And thou, thy chalice better glows
In purple grottos where the stainless sea
On sands inviolable swirls—
O t l
 On evanescent pearls,
That hold not all thy bosom’s purity.

And thou, more white

Than when on some blue lake,
Just as the zephyrs wake,
The ripples flash to light—
Touched by a swan’s unsullied breast to foam,
Hadst thou in melancholy halls thy home?
For long ago thou seemest to have slept,
Forlorn, in palace-glooms where queens have wept.
Ah! they too slept at last,
Whose sighs are half the music of the Past!

But thou, O palest one!

Dost seem to scorn the sun,
And, in a tropic, dense,
Languid magnificence,
Desire to know thy former place,
Where no man comes at night,
And in its antic flight
Behold the vampire-bat veer off from thee
As from a phantom face,
Or watch Antares’ light peer craftily
Down from the dank and moonless sky,
As goblins’ eyes might gleam
Or baleful rubies glare,
Muffled in smoke or incense-laden air.
And thou, most weird companion, thou dost seem
Some mottled moth of Hell,
That stealthily might fly
To hover there above the carnal bell
Of some black lily, still and venomous,
And poise forever thus.

Chill, in thy drowsy aether warm,

Softly thou gleamest, subtler form;
 y g , ;
Witch-bloom thou seem’st to be,
For Lilith would have bound thee in her hair—
Smiling at dusk inscrutably,
And Circe gathered such for gods to wear,
In evenings when the moon,
A sorceress who steals in white
Along the cloudy parapets of night,
In every glade her ghostly pearl hath strewn.
Thou art as violet-wan
As eyelids of a vestal dead and meek.
If after-life can come to blossoms gone,
Surely Persephone
Shall crown her brow with thee,
In realms where burns nor star nor sun
To show the dead what amaranths to seek.
And ah—this other! none
Of all thy kin more purely is arrayed—
Pallid as Aphrodite’s cheek
To some long passion-swoon betrayed,
By ecstasy foretold;
Yet as with blood thy bosom gleams;
Red as Adonis’ wound it seems,
By Syria mourned of old,
Or scarlet lips that drink from bowls of jade,
Slowly, an ivory poison, sweet and cold....

Oh! mystically strange

That speechless things should so have power to hint,
With subtle form and tint
That seize the heart’s high memories unaware,
The sorrow and the mystery of Change,
And elements in Fate’s controlling plan
Not altogether ministrant to man
Nor mindful of his care—
Some joy to death akin,
Or tragic kiss, or fruit malignly fair,
 Some garden built by Sin
For Love to wander in,
Some face whose beauty bids the heart despair!
And yet, O blossoms pure!
How marvelous the lure
Of your fragility and innocence—
This grace and wistfulness of helpless things
That ask no recompense!
Ye give the spirit wings,
For yours the beauty that is near to pain,
And stir the heart again
With visions of the Flowers that abide—
Ah! sweet
As when love’s glances meet
Across the music, heard at eventide!

Lloyden, June, 1909.

 SONNETS ON THE SEA’S VOICE
I
Thou seem’st to call to that which will not hear,
As man to Fate. Thine anthems uncontrolled,
From winnowed sands and reefs reverberant rolled,
Shake as with sorrow, and the hour is near
Wherein thy voice shall seem a thing of fear,
Like to a lion’s at the trembling fold;
And men shall waken to the midnight cold,
And feel that dawn is far, that night is drear.

Thou wert ere Life, a dim but quenchless spark,

Found vesture in thy vastness. Thou shalt be
When Life hath crossed the threshold of the Dark,—
When shackling ice hath zoned at last thy breast,
And thy deep voice is hushed, O vanquished Sea!
One with eternity that giveth rest.

II
No cloud is on the heavens, and on the sea
No sail: the immortal, solemn ocean lies
Unbroken sapphire to the walling skies—
Immutable, supreme in majesty.
The billows, where the charging foam leaps free,
Burden the winds with thunder. Soul, arise!
For ghostly trumpet-blasts and battle-cries
Across the tumult wake the Past for thee.

They call me to a dim, disastrous land,

Where fallen marbles tell of mighty years,
Heroic architraves, but where the gust
Ripples forsaken waters. Lo! I stand
With armies round about, and in mine ears
The roar of harps reborn from legend’s dust.

III
How very still this odorous, dim space
Amid the pines! the light is reverent,
Pausing as one who stands with meek intent
On thresholds of an everlasting place.
A single iris waits in weary grace—
Her countenance before the dawning bent,
As Faith might linger, husht and innocent,
With all an altar’s glory on her face.

But silence now is hateful: I would be,

By midnight dark and wild as Satan’s soul,
Where the winds’ unreturning charioteers
Lash, with the hurtling scourges of the sea,
Their frantic steeds to some tempestuous goal—
The deep’s enormous music in their ears.
 IV
O thou unalterable sea! how vast
Thine utterance! What portent in thy tone,
As here thy giant choirs, august, alone,
Roll forth their diapason to the blast!—
Great waters hurled and broken and upcast
In timeless splendour and immeasured moan,
As tho’ Eternity to years unknown
Bore witness of the sorrows of the Past.

Thou callest to a deep within my soul—

Untraversed and unsounded; at thy voice
Abysses move with phantoms unbegot.
What paeans haunt me and what pangs control!—
Thunders wherewith the seraphim rejoice,
And mighty hunger for I know not what.
 AUTUMN

Now droops the troubled year

And now her tiny sunset stains the leaf.
A holy fear,
A rapt, elusive grief,
Make imminent the swift, exalting tear.

The long wind’s weary sigh—

Knowest, O listener! for what it wakes?
Adown the sky
What star of Time forsakes
Her pinnacle? What dream and dreamer die?

A presence half-divine
Stands at the threshold, ready to depart
Without a sign.
Now seems the world’s deep heart
About to break. What sorrow stirs in mine?

A mist of twilight rain

Hides now the orange edges of the day.
In vain, in vain
Wi10hou stay,
Beauty who wast, and shalt not be again!
 STARS OF THE NOON

Untaught, I meet the question of the hours—

Travail and prayer and call;
But ye, with stillness deeper than the flow’rs’,
O stars! can answer all.

Now, tho’ the sapphire walls of noon forbid

Your beams compassionate,
Witheld by light, as love by silence hid,
Unchanging ye await,

Till Day, whom all the swords of sunset bar

From Edens daily lost,
Pass, and your lonely armies sink afar
To oceans nightly crost.

Ah! when, ere long, I watch your kingdoms reach

Past the departed sun,
Will ye, in silence holier than speech,
Tell that our ways are one?—

That I, as ye, vanish awhile in day

(The day we reckon night),
Till dusks of birth reveal the backward way
To darkness reckoned light?

Come! for the ancient Altar waits your flame,

The seas of shadow call,
And, exile of a land I cannot name,
Homesick, I question all.
THE APOTHECARY’S
Its red and emerald beacons from the night
Draw human moths in melancholy flight,
With beams whose gaudy glories point the way
To safety or destruction—choose who may!
Crystal and powder, oils or tincture clear,
Such the dim sight of man beholds, but here
Await, indisputable in their pow’r,
Great Presences, abiding each his hour;
And for a little price rash man attains
This council of the perils and the pains—
This parliament of death, and brotherhood
Omniponent for evil and for good.

Venoms of vision, myrrh of splendid swoons,

They wait us past the green and scarlet moons.
Here prisoned rest the tender hands of Peace,
And there an angel at whose bidding cease
The clamors of the tortured sense, the strife
Of nerves confounded in the war of life.
Within this vial pallid Sleep is caught,
In that, the sleep eternal. Here are sought
Such webs as in their agonizing mesh
Draw back from doom the half-reluctant flesh.
There beck the traitor joys to him who buys,
And Death sits panoplied in gorgeous guise.

The dusts of hell, the dews of heavenly sods,

Water of Lethe or the wine of gods,
Purchase who will, but, ere his task begin,
Beware the service that you set the djinn!
Each hath his mercy, each his certain law,
And each his Lord behind the veil of awe;
But ponder well the ministry you crave,
Lest he be final master, you the slave.
Each hath a price, and each a tribute gives
To him who turns from life and him who lives
To him who turns from life and him who lives.
If so you win from Pain a swift release,
His face shall haunt you in the house of Peace;
If so from Pain you scorn an anodyne,
Peace shall repay you with a draft divine.
Tho’ toil and time be now by them surpast,
Exact the recompense they take at last—
These genii of the vials, wreaking still
Their sorceries on human sense and will.
THE SWIMMERS
We were eight fishers of the western sea,
Who sailed our craft beside a barren land,
Where harsh with pines the herdless mountains stand
And lonely beaches be.

There no man dwells, and ships go seldom past;

Yet sometimes there we lift our keels ashore,
To rest in safety ’mid the broken roar
And mist of surges vast.

One strand we know, remote from all the rest,

For north and south the cliffs are high and steep,
Whose naked leagues of rock repel the deep,
Insurgent from the west.

Tawny it lies, untrodden e’er by man,

Save when from storm we sought its narrow rift
To beach our craft and light a fire of drift
And sleep till day began.

Along its sands no flower nor bird has home.

Abrupt its breast, girt by no splendor save
The whorled and curving emerald of the wave
And scarves of rustling foam—

A place of solemn beauty; yet we swore,

By all the ocean stars’ unhasting flight,
To seek no refuge for another night
Upon that haunted shore.

That year a sombre autumn held the earth.

At dawn we sailed from out our village bay;
We sang; a taut wind leapt along the day;
The sea-birds mocked our mirth.

Southwest we drave, like arrows to a mark;

E t f th t f t l
 Ere set of sun the coast was far to lee,
Where thundered over by the white-hooved sea
The reefs lie gaunt and dark.

But when we would have cast our hooks, the main

Grew wroth a-sudden, and our captains said:
“Seek we a shelter.” And the west was red;
God gave his winds the rein.

And eastward lay the sands of which I told;

Thither we fled, and on the narrow beach
Drew up our keels beyond the lessening reach
Of waters green and cold.

Then set the wounded sun. The wind blew clean

The skies. A wincing star came forth at last.
We heard like mighty tollings on the blast
The shock of waves unseen.

The wide-winged Eagle hovered overhead;

The Scorpion crept slowly in the south
To pits below the horizon; in its mouth
Lay a young moon that bled.

And from our fire the ravished flame swept back,

Like yellow hair of one who flies apace,
Compelled in lands barbarian to race
With lions on her track.

Then from the maelstroms of the surf arose

Wild laughter, mystical, and up the sands
Came Two that walked with intertwining hands
Amid those ocean snows.

Ghostly they shone before the lofty spray—

Fairer than gods and naked as the moon,
The foamy fillets at their ankles strewn
Less marble white than they
 Less marble-white than they.

Laughing they stood, then to our beacon’s glare

Drew nearer, as we watched in mad surprise
The scarlet-flashing lips, the sea-green eyes,
The red and tangled hair.

Then spoke the god (goddess and god they seemed),

In harplike accents of a tongue unknown—
About his brows the dripping locks were blown;
Like wannest gold he gleamed.

Staring we sat; again the Vision spoke.

Beyond his form we saw the billows rave,—
The leap of those white leopards in the wave,—
The spume of seas that broke.

Yet sat we mute, for then a human word

Seemed folly’s worst. And scorn began to trace
Its presence on the wild, imperious face;
Again the red lips stirred,

But spoke not. In an instant we were free

From that enchantment: fleet as deer they turned
And sudden amber leapt the sands they spurned.
We saw them meet the sea.

We heard the seven-chorded surf, unquelled,

Call in one thunder to the granite walls;
But over all, like broken clarion-calls,
Disdainful laughter welled.

Then silence, save for cloven wave and wind.

Our fire had faltered on its little dune.
Far out a fog-wall reared, and hid the moon.
The night lay vast and blind.

Silent, we waited the assuring morn,

 , g ,
Which rose on angered waters. But we set
Our hooded prows to sea, and, tempest-wet,
Beat up the coast forlorn.

And no man scorned our tale, for well they knew

Had mystery befallen: in our eyes
Were alien terrors and unknown surmise.
Men saw the tale was true.

And no man seeks a refuge on that shore,

Tho tempests gather in impelling skies;
Unseen, unsolved, unhazarded it lies,
Forsaken evermore.

For on those sands immaculate and lone

Perchance They list the sea’s immeasured lyre,
When sunset casts an evanescent fire
Thro billows thunder-sown.
BENEATH THE REDWOODS

O trees! so vast, so calm!

Softly ye lay
On heart and mind today
The unpurchaseable balm.

Ere yet the wind can cease,

Your mighty sigh
Is spirit of the sky—
Half sorrow and half peace.

Mourn ye your brothers slain,

That now afar
From hush and dews and star
Man barters for his gain?

Mourn them with all your boughs,

For I must mourn,
In seasons yet unborn,
The cares that they will house.
 MUSIC AT DUSK

O Twilight, Twilight! evermore to hear

The wounded viols pleading to thy heart!
To dream we watch thy purple wings depart;
To wake, and know thy presence alway near!

What dost thou on the pathway of the sun?

Abide thy sister Night, while strains so pure
Make heaven and all its beauty seem too sure,
And all too certain her oblivion.

One star awakes to turn thee from the south.

Oh, linger in the shadows thou hast drawn,
Ere Night cast dew before the feet of Dawn,
Or Silence lay her kiss on Music’s mouth!
 THE TIDES OF CHANGE

Wherewith is Beauty fashioned? Canst thou deem

Her evanescent roses bourgeon save
Within the sunlight tender on her grave?
Awake no winds but bear her dust, a gleam
In morning’s prophecy or sunset’s dream;
And every cry that ever Sirens gave
From islands mournful with the quiring wave
Was echo of a music once supreme.

All æons, conquests, excellencies, stars,

All pain and peril of seraphic wars,
Were met to shape thy soul’s divinity.
Pause, for the breath of gods is on thy face!
The ghost of dawns forgotten and to be
Abides a moment in the twilight’s grace.
 MORNING TWILIGHT

An early thrush acclaims the light—

The wide, low-billowing day
O’er dews and grasses chill with night
Upcasts its foam of grey.

Now end the darkness and its dreams.

The ashen moon is low;
Like petal-drift on placid streams
We watch her sink and go.

And like a dryad to her tree

The morning star hath sped—
Gone ere an eye essayed to see
The path whereon she fled.

Hark how, as here we stand the wards

Of woodlands newly green,
The pine’s innumerable chords
Are touched by hands unseen!

Hearing, the forest seems forlorn

And all the air a sigh
Of things that seek a vaster morn,
And find it not, and die.

O tranquil hour! the haggard noon

Shall make a ghost of thee
Soon to be memory’s, and soon
Not even of memory.
 AN ALTAR OF THE WEST

(Point Lobos, the southern boundary of Carmel Bay.)

 Beauty, what dost thou here?
Why hauntest thou this empery of pain
Where men in vain
Long for another sphere?
Art not an exile shy,
A dreamer ’mid the swords,
Upon this iron world where men defy
Time and its hidden lords?
Thou waitest with a splendor on thy brow.
And seem’st to watch with compensating eyes
Each jest our dwarfing Fates devise;
And after all the strife,
’Tis thou
Who standest where the slayers’ feet have trod—
Perchance a portion of this dream of God
That will not go from life.

All that man’s yearning finds beyond its reach

Thou hast in promise, giving to his heart
A rapturous sadness all too wild for speech,—
A glory past the thresholds of his art,
Tho Nature tell it with the wind
And beckon him to find.
Thou dost reward our barren years:
Our very tears—
The dews of memory—
Were lovely as the dew, could Grief but see.
What marvel fills
Thine evenings, dawns and noons!—
The dryad-haunted hills
And gold of reeds that wait the lips of Pan;
Silence and silver one in wasting moons;
The stains
Of mornings beautiful ere Time began,
And wine-souled Autumn and the ghostly rains;
A bi d
 A bird
In moonlit valleys of enchantment heard;
The fall of sunsets past the sea,
And shadow of celestial pearls to be
Where meet in day
The night’s last star, the morning’s youngest ray.

On thine incarnate face could we but look,

Would not we die,
Desiring overmuch?
And yet we sigh,
Who find on land and sea thy radiant touch
And dream thou hast on earth a secret nook—
A glade supremely blest
In woodlands where thou wanderest unseen.
Hath not the snowy North
Or star-concealing ocean of the West
A court wherein thou sittest queen,
A temple whence thou goest forth,
An altar for our quest?
Goddess, one such I know,
And fain would praise,
Tho less the gift my words bestow
Than tapers ’mid the blaze
Of peaceless stars that gather at thy throne.
Yet seems it most thine own.

Past Carmel lies a headland that the deep—

A Titan at his toil—
Has graven with the measured surge and sweep
Of waves that broke ten thousand years ago.
Here winds assoil
That blow
From unfamiliar skies
And isolating waters of the West.
Deep-channelled by the billows’ rage it lies,
As tho the land
 As tho the land
Thrust forth a vast, tree-shaggy hand
To bar the furious ocean from its breast.
Here Beauty would I seek,
For this I deem her home,
And surely here
The sea-adoring Greek,
Poseidon, unto thee
Thy loftiest temple had been swift to rear,
Of chosen marble and chalcedony,
Pure as the irrecoverable foam.

Ere evening from this granite bulwark gaze,

Above the deeper sapphire that the winds
Drag to and fro.
A zone
Of coldest chrysoprase
Tells where the sunlight finds
The glimmering shoal.
How slow
Yon clouds, like giants overthrown
Sink to the ocean’s western verge,
From whence incessant roll
Thro unresponding years
The waves whose anthem challenges the soul—
The everlasting surge
Whose ancient salt is in our blood and tears.
Listen, with sight made blind,
And dream thou hearest on the according wind
The music of the gods again,
The murmur of their slain
And firmamental echo of great wars.
See how the wave in sudden anger flings
White arms about a rock to drag it down!
No siren sings,
But in that pool of crystal gleams her crown,
Flung on a rocky shelf—
Welcome to our website – the ideal destination for book lovers and
knowledge seekers. With a mission to inspire endlessly, we offer a
vast collection of books, ranging from classic literary works to
specialized publications, self-development books, and children's
literature. Each book is a new journey of discovery, expanding
knowledge and enriching the soul of the reade

Our website is not just a platform for buying books, but a bridge
connecting readers to the timeless values of culture and wisdom. With
an elegant, user-friendly interface and an intelligent search system,
we are committed to providing a quick and convenient shopping
experience. Additionally, our special promotions and home delivery
services ensure that you save time and fully enjoy the joy of reading.

Let us accompany you on the journey of exploring knowledge and

personal growth!

ebookluna.com