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Marketing , 5th Edition Solution Manual

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    ENRICHED SO L UTION MANUAL to accompany Prepared by Bill Wellington and David Hutchinson University Of Windsor

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    Introduction iii Table of Contents I NTRODUCTION ............................................................................................................................................ v Resource Integration Guide ................................................................................................................................. vi Electronic Resources .......................................................................................................................................... vii Print Resources ..................................................................................................................................................viii Resource Integration Grid with Classroom Planning Suggestions ....................................................................... ix Using Critical Thinking in Case Studies ............................................................................................................ xiv How to Use the Video Cases ............................................................................................................................. xiv Sample Syllabus................................................................................................................................................. xvi Sample Course Schedules ................................................................................................................................xviii P ART O NE T HE W ORLD OF M ARKETING Chapter 1 An Overview of Marketing ............................................................................................................. 1 Chapter 2 Strategic Planning for Competitive Advantage ............................................................................. 27 Chapter 3 Ethics and the Marketing Environment ......................................................................................... 61 Solutions Part I Closing Material .................................................................................................................. 93 P ART T WO A NALYZING M ARKETING O PPORTUNITIES Chapter 4 Consumer Decision Making .......................................................................................................... 95 Chapter 5 Business Marketing ..................................................................................................................... 127 Chapter 6 Segmenting and Targeting Markets ............................................................................................. 159 Chapter 7 Decision Support Systems and Marketing Research ................................................................... 189 Solutions Part II Closing Material ............................................................................................................... 228 P ART T HREE P RODUCT D ECISIONS Chapter 8 Product Concepts......................................................................................................................... 231 Chapter 9 Developing and Managing Products............................................................................................ 259 Chapter 10 Services and Nonprofit Organization Marketing ......................................................................... 285 Solutions Part III Closing Material.............................................................................................................. 311 P ART F OUR D ISTRIBUTION D ECISIONS Chapter 11 Marketing Channels and Supply Chain Management ................................................................. 313 Chapter 12 Retailing ...................................................................................................................................... 349 Solutions Part IV Closing Material ............................................................................................................. 382 P ART F IVE P ROMOTION D ECISIONS Chapter 13 Integrated Marketing Communications ....................................................................................... 385 Chapter 14 Advertising and Public Relations ................................................................................................ 415 Chapter 15 Sales Promotion and Personal Selling ......................................................................................... 445 Solutions Part V Closing Material ............................................................................................................... 477

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    iv Introduction P ART S IX P RICING D ECISIONS Chapter 16 Pricing Concepts ......................................................................................................................... 479 Chapter 17 Setting the Right Price ................................................................................................................. 505 Solutions Part VI Closing Material ............................................................................................................. 527 P ART S EVEN M ANAGING M ARKETING -C REATED R ELATIONSHIPS Chapter 18 Customer Relationship Management (CRM) .............................................................................. 529 Solutions Part VII Closing Material ............................................................................................................ 557 Chapter 19 Marketing On The Web (located on the Web site) ...................................................................... 559

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    Introduction v Introduction Welcome to Marketing5 th Canadian Edition by Lamb, Hair, McDaniel, Faria and Wellington! This Manual is the core of the integrated teaching system which includes PowerPoint slides, video cases, a test bank, and a CourseMate website, for students. The Resource Integration Guide on pages 5 through 8 that provides classroom planning suggestions for using all elements of the robust package. This edition of the ’s Manual contains many features, as indicated below: Chapter Features Box. Each chapter of the ’s Manual begins with a box that summarizes the key chapter features from the textbook with key points. This will allow you to scan through the features and quickly determine how to use them in class. Learning Outcomes. Following the chapters features box, the chapter learning outcomes are concisely explained. The numbered learning outcomes appear in the chapter outline, indicating where each learning outcome is covered. Terms. Following the learning outcomes is a list of the key terms appearing in the chapter. Lesson Plan for Lectures. The lesson plan for lectures provides a brief outline of the chapter with a list of PowerPoint slides to accompany each major topic. Lesson Plans for Videos. The lesson plan for the short ads and video case provides suggestions on activities to use pre- viewing, viewing, and post-viewing. Lesson Plan for Group Work. The lesson plan for group work provides suggestions on how to use chapter content to engage students in small group activities in class and includes one suggested activity that is not presented in the text. Solutions. Complete answers to chapter questions are provided for:  Customer Experience. The purpose of these boxes is to generate thought and discussion about how customers are affected by marketing. They usually conclude with thoughtful questions. Suggested answers are provided in the ’s manual.  Ethics in Marketing. The purpose of these boxes is to generate thought and discussion about ethical issues. They usually conclude with thoughtful questions. Suggested answers are provided in the ’s manual.  Global Perspectives. The purpose of these boxes is to generate thought and discussion about global issues. They usually conclude with thoughtful questions. Suggested answers are provided in the ’s manual.  Review and Applications. These questions appear at the end of each chapter in the textbook and are organized according to the chapter objectives. The questions are restated in this ’s Manual for your convenience.  Application Exercise. The purpose of the exercise, tips for setting it up, and the original Great Idea in Teaching Marketing on which it was based.  Ethics Exercise. Suggested solutions for the Ethics Exercise are included, but questions really serve as a starting point for class discussions.  Case Study. Answers are provided for the longer end-of-chapter case study.  Online Supplementary Exercises. These questions are only in this ’s Manual and they enable you to get your students to do online research. There is one exercise associated with each textbook chapter learning outcome.  Career Exercise. These supplementary career exercises are only in this ’s Manual. They will encourage and prepare your students for a job search. The manual provides some ideas and insights into what students will encounter in their searches.

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    vi Introduction Great Ideas for Teaching Marketing Class Activities. Each chapter contains a set of great ideas for both in class and out of class exercises that will actively involve your students in a chapter topic. These activities have been used in actual classes and were chosen because both students and instructors have found them useful. The activities will make marketing more than a concept in a book. Resource Integration Guide When you start with a new – or even familiar – text, sometimes the amount of supplemental material can seem overwhelming. It can be daunting to lay out an entire supplement package, identify each element, and piece together the parts that fit your particular needs. You may end up using only a small fraction of the text’s resources. With Marketing,5 th Canadian Edition by Lamb, Hair, McDaniel, Faria and Wellington you don’t have to figure out how everything fits together. We have created this resource guide to help you and your students extract the full value from Marketing5 th Canadian Edition and its wide range of exceptional supplements. Our resource guide organizes the book’s resources and provides many Class Planning Suggestions to help you plan and conduct your class, create assignments, and evaluate your students’ mastery. Whatever your teaching style or circumstance, there are suggestions to meet your needs. Finally, the authors have worked with supplements from textbooks other than our own and have learned the good and bad from the experience. For example, while using other texts we have selected a deep thinking question or case only to discover that when we go the instructor’s manual for guidance on a solution we encounter the simple statement “answers will vary.” We find this solution to be highly unacceptable. We consider this answer to be code for “I was just too lazy to write one up.” Truly, answers will vary, but how about some guidelines about what kinds of expectations to have in the answer to communicate to students? Our solutions take this approach, so when you encounter the phrase, answers will vary it will be followed with some substance to guide you on the variations. T HE C ORE T EXT Marketing , 5 th Canadian Edition contains 19 chapters organized around the Four Ps. You will find the following elements throughout the book: Learning Outcomes Each chapter begins with a set of learning outcomes that tie all the content and pedagogy together, including the supplemental material. The outcomes give a rapid overview of what the chapter will cover and how it is organized. Marketing & You Each chapter begins with a question related to a chapter topic and a set of response scales from the Marketing Scales Handbook, Vol. 3, by Bruner/James/Hansel. Students are asked to record their answers to these questions. At the end of the chapter, they are told how to score the scales and what their score means or says about them. Marketing Happens Chapter-opening Marketing Happens vignettes create an opportunity for students to confront the real issues that marketers face before deciding on a course of action, handling a particular problem, or changing the direction of the company. Review Learning Outcomes Some students learn best when they can see concepts diagramed, so each learning outcome in the text contains a graphic review designed to provide students a visual prompt to recall the material. Customer Experience Box These boxes allow students to see more detailed examples of how marketers from small and large companies are trying to understand their customer’s needs and wants. Ethics in Marketing Box These boxes allow students to see more detailed examples of how marketers from small and large companies are wrestling with ethical issues.

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    Introduction vii Global Perspectives Box Extended global examples take students to Brazil, China, France, India, Japan, and elsewhere, to give students a glimpse of the challenges and opportunities facing marketers in foreign countries. Review and Applications Organized by learning outcome, the review questions include writing, team, web-based, and research activities, as well as traditional comprehension questions. Application Exercise Based on winning entries from “Best of the Great Ideas in Teaching Marketing,” Application Exercises help students work with chapter material in an experiential way that makes the concepts come alive. Ethics Exercise Reading about ethics doesn’t have the same effect as thinking about and discussing pointed ethical dilemmas. Ethics Exercises are designed to allow students to wrestle and debate ethical situations they may face as marketers. Case Study To tie all the chapter concepts together, each chapter contains a Case Study highlighting a familiar and interesting company. These can be used as assignments or in-class group work. Video Case Presentations Video is an increasingly important learning modality – and one that students find very comfortable and engaging. Video cases provide descriptions and questions to guide viewing of the videos supporting each chapter. Marketing Miscues The end of each part contains a Marketing Miscue case presenting a marketing gaffe made by a well-known company. Follow-up questions help students analyze what went wrong and why. Critical Thinking Cases A counterpoint to the Marketing Miscues , this set of cases provides detailed examples of challenging marketing situations. Students determine what the profiled company should do to succeed. E LECTRONIC R ESOURCES The Nelson Education Teaching Advantage (NETA) program delivers research-based resources that promote student engagement and higher-order thinking and enable the success of Canadian students and educators. The primary NETA components are NETA Engagement (teaching aids for instructors) and NETA Assessment (Test Banks and Computerized Test Banks). NETA ASSESSMENT Nelson specifically developed NETA Assessment in recognition of the importance of multiple-choice testing in today’s classroom and in response to instructors’ concerns. NETA Assessment is a research-based program that improves the quality of our test banks by ensuring our test banks measure not just recall (as is typical with test banks) but higher-level thinking skills as well. NETA Assessment was created in partnership with David DiBattista, a 3M National Teaching Fellow, professor of psychology at Brock University, and researcher in the area of multiple-choice testing. The NETA Assessment materials for Marketing , Fifth Canadian Edition include the following items:  Multiple Choice Tests: Getting Beyond Remembering . This guide was written by David DiBattista and has been designed to assist you in using Nelson test banks to achieve your desired outcomes in your course.  Test Bank : The Test Bank was written by Michael Wade of Seneca College. It includes over 3000 questions. Test Bank files are provided in rich text format for easy editing and printing with all common word-processing formats., as well as a complete Test Bank in one pdf file.

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    viii Introduction  Computerized Test Bank by ExamView® : The Test Bank is also available in ExamView® computerized format. This easy-to-use software is compatible with Microsoft Windows and Mac. Create tests by selecting questions from the question bank, modifying these questions as desired, and adding new questions you write yourself. You can administer quizzes online and export tests to WebCT, Blackboard, and other formats. What You’ll Find in This Test Bank The Test Bank for Marketing contains over 3000 questions, including almost 2500 multiple-choice questions, over 800 true/false and essay-type questions. The multiple-choice questions have been written and edited to conform to NETA guidelines, which emphasize the development of higher-order thinking and the effective construction of questions. NETA principles of question construction help eliminate ambiguity, arguable answers, guesswork, and unconscious cues to test-savvy students, resulting in a test that accurately reflects student understanding. The lines below each multiple-choice question provide the following information: ANS: Correct answer PTS: Points that can be assigned for each question (default is 1 point) REF: Page reference to text OBJ: Reference to the text’s chapter objective number DIF: Indicates the question type: definition, application, comprehension BLM: The Bloom category applicable to the question (Remember or Higher order) NETA ENGAGEMENT NETA Engagement’s foundational principles are based on student-centred learning, deep learning, active learning, and creating positive classroom environments. Resources supporting NETA Engagement include this enriched instructor’s manual with classroom engagement activities, and the ’s Guide to Classroom Engagement, a manual that sets out the research underlying NETA Engagement and provides instructors with a framework to create engaging classrooms. The structure of the Guide was created by Dr. Roger Fisher and validated by an interdisciplinary board of scholars of teaching and learning. RESOURCE CD-ROM (IRCD) Key instructor ancillaries and supplemental cases are provided on an Resource CD-ROM.  The Enhanced Manual contains a pedagogy grid of all the teaching resources you have for the chapter, class plans for lecture, group work, and video, teaching tips and solutions for all chapter assignments, discussion questions, and more.  Each Test Bank chapter opens with a correlation grid to show the distribution of question types across learning outcomes. Over 3000 multiple-choice, true-false, and essay questions allow you to test for comprehension, as well as evaluate how you’re your students can apply chapter concepts.  PowerPoint® lecture slides with videos and PowerPoint® lecture slides without videos, both sets covering the key points and key concepts in the text.  An Image Library of images from the text to use when personalizing your PowerPoint® lecture slides.  Chapter 19: Internet Marketing is available for those classes that wish to cover this additional topic. VIDEO PACKAGE The Video Package is quite comprehensive. The CBC and BNN videos showcase the nuts and bolts of marketing at existing companies. Company Clips video, along with their accompanying case studies, may be found in CourseMate (accessible through ww.nelsonbrain.com. These videos help to reinforce what your students have learned by showcasing people who are doing marketing every day. COURSEMATE ( www.nelsonbrain.com ) CourseMate brings concepts to life with interactive learning, study, and exam preparation tools that support the textbook. CourseMate includes an integrated eBook, interactive teaching and learning tools including quizzes, flashcards, videos, and more; downloadable instructor supplements; and Engagement Tracker, a first-of-its-kind tool that allows instructors to monitor student engagement in the course.

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    Introduction ix APLIA Aplia is a dynamic homework system dedicated to improving students’ learning by increasing their effort and engagement with your course. Aplia offers students premium, automatically graded assignments with detailed explanations that ensure they put forth effort on a regular basis. Aplia also saves instructors valuable time they’d otherwise spend on routine grading while giving students an easy way to stay on top of coursework with regularly schedulef assignments. MUSIC2GO MARKETING: Principles of Marketing Simulation by Smartsms Through the Smartsims easy-to-use interface, students will be taught the key principles of marketing and gain hands-on experience at the development and implementation of marketing strategy. The competitive nature of Music2Go encourages involvement and learning in a way that no other teaching methodology can. R ESOURCE I NTEGRATION G RID WITH C LASSROOM P LANNING S UGGESTIONS The following grid contains numerous classroom planning suggestions to help you maximize the core text and the main components of the supplement package for Marketing, 5e . The entire grid runs from page 9 through page 13 Text PREPARING TO TEACH Review the chapter opening Learning Outcomes to get a quick overview of concepts covered in the chapter. Read the opening Marketing Happens case and determine whether you want to assign it as a preparatory exercise, or incorporate it into the class period. Review the chapter margins for the Terms covered in the chapter and their definitions. LECTURE & PRESENTATIO N Write the Learning Outcomes on the board as a reference for where you are in your lecture. Direct students’ attention to the Customer Experience , Global Perspectives and Ethics in Marketing boxes in the chapter. CLASSROOM ACTIVITIES & DISCUSSION In small groups, have students work the Review and Applications Questions at the end of the chapter that relates to the content of the boxed feature. Divide the class into groups and have them work through the Ethics Exercise in the end-of- chapter pedagogy . Use the Marketing Miscue case at the end of each part as an in-class group activity. Have small groups report their results to the rest of the class. EXTENDED PROJECTS & ACTIVITIES Use the Application Exercise as a graded assignment. Distribute the Career Exercise form this manual and have students complete the activities. Distribute some of the Online Exercises from this manual that are associated with key objectives and have students report their findings. Assign students to keep a journal that tracks their own marketing experiences. Individually or in teams, have students engage in the Great Ideas For Teaching exercises provided in this manual and then present their work to the class.

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    x Introduction Manual NETA Test Bank PREPARING TO TEACH Review the Pedagogy Grid at the beginning of each chapter to find out what the chapter features address. Review the Chapter Outline and list of Terms to familiarize yourself with the scope of topics and terminology introduced in the chapter. Use ExamView to create short quizzes to use at the end of class to determine student understanding and involvement. LECTURE & PRESENTATI ON Use the Lesson Plan for Lecture to organize the presentation of the chapter content using PowerPoint. Read the Chapter Outline for the chapter you are covering. Use the electronic copy on the Resource CD-ROM to edit the notes to fit the material you want to cover. Review the Test Bank questions following your lecture to identify relevant questions for chapter tests, midterms, and exams. Give short quizzes at the start of the class period following your lecture to determine student retention of concepts. CLASSROOM ACTIVITIES & DISCUSSION Use the Lesson Plan for Group Work to organize your presentation of the chapter content. Assign the Pre-Class Preparation for Students from this plan to prepare your students for the work they will do in class. Use some of the In-Class Preview activities from the Lesson Plan for Video Case to warm-up your class before you delivery your lecture or present the content. Create short tests using ExamView and have groups of students take them collectively, reaching consensus for each question. Grade the tests as an entire class and discuss any discrepancies in the answers. EXTENDED PROJECTS & ACTIVITIES Assign students the Follow-Up activities from the video lesson plan. Assign students to complete any Review and Applications that you did not incorporate into your lesson plan. Have the students complete the Class Activity as take-home work or a weekly project. Have students create a 15-question test for the chapter. Require them to use a variety of question types and write proposed solutions. After you review the assignment, compile them in an anonymous review quiz packet for the chapter. Assign an Essay question from the Test Bank as take-home work. Select a question that corresponds to concepts your students found confusing. STUDENT SELF-HELP Review the Lesson Plan for Lecture and identify any concepts that you think were difficult for students to understand. Go over these at the start of the next class period. Provide students the answers for the Review and Applications for review. To help students review for exams, provide them with answer keys to the short quizzes you administered in class.

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    Introduction xi PowerPoint Video Cases PREPARING TO TEACH Customize the slides for each chapter to reflect what you want to cover in class. Practice launching the embedded 30- Second Ad Videos found in each chapter. Assign students to review the videos within the PowerPoint presentation slides. Review the Lesson Plan for Video Case and the Solutions to Video Case in the Manual. Watch the Video Case segment for the chapter. Assign students to read the segment summary and questions in the Video Case section at the end of the chapter. LECTURE & PRESENTATIO N Present the chapter material using the slides. Integrate video into your lecture by launching the video ads from the PowerPoints with Video. During your lecture, use the company featured in the video as a basis for supplemental examples of chapter content. Point to instances in the segment that reflect the marketing concept. Use the Video Case segment as the basis for your presentation of chapter content. CLASSROOM ACTIVITIES & DISCUSSION Modify the PowerPoints so that they are intentionally erroneous and use for review sessions. Have students find the errors and offer corrections. Divide students into pairs and have them write teaching notes for the slides. Have students design a collection of 3 to 5 slides that cover either the Marketing Happens case that opens the chapter, or the Case Study in the end-of-chapter pedagogy Use the In-Class Previewing Activities from the Manual to guide your introduction of the video segment. While watching, have students check off learning outcomes from the chapter that are addressed the video. Divide students into groups to do the Follow-Up Activities from the lesson plan in the instructor manual. Have students work in pairs to create three sentences that describe the video segment in marketing terms. EXTENDED PROJECTS & ACTIVITIES Assign students to read the Critical Thinking Case and create a 10-slide presentation that depicts the main issues and proposes a solution. Have the students create their own Review Learning Outcome diagrams that depict the content in the review summaries (one diagram per review). If students are able, ask them to create their visual summary in PowerPoint format to share with the class. Assign students to use the research tools available with the book to find out all they can about the company highlighted in the video. Ask students to draft a questionnaire that can be used as the basis for an interview with a local business manager in the same industry as the company in the video. Have students share their discoveries about how local businesspeople deal with issues related to the chapter concepts. STUDENT SELF-HELP Suggest that students make note of the slides that were confusing during the lecture, being careful to identify the learning outcome on the bottom left of the slide. Send students to the text to review the relevant section. Have students review the segments using CourseMate to reinforce their understanding of chapter concepts.

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    xii Introduction U SING C RITICAL T HINKING IN C ASE S TUDIES The use of critical thinking is an effective teaching tool, changing the usual scenario of talking-teacher and quiet-student. Students and instructors must also accept more than two-way thinking. There aren’t any absolutely right or wrong answers. Students and instructors need to develop a variety of possible answers and through consensus develop what the class thinks are the best solutions. Answers provided in this Manual are only guidelines. Developing solutions through class consensus will also enable you to keep the cases current by allowing students to update information not contained in the actual case. Students should begin by reading the case. Usually students need to read the case more than once. Because problem solving and market planning are usually accomplished by a marketing team, we recommend that you recreate this setting in your classroom by allowing students to work in small groups to answer the case questions. Establish a competitive atmosphere, possibly by awarding bonus points for the groups who develop the most creative and feasible ideas. All ideas should be considered. Ask the class to vote on the best possible solution or idea. This will promote brainstorming and teamwork. Critical thinking will only happen when students truly understand the concepts presented in the text. Refer students back to information in the text or review major concepts presented in the case. Students will be asked to go beyond the information presented in the case to reach their conclusions. Skills in predicting, evaluating, and defending their decisions will be key in developing critical thinking. The main objective is not to reiterate existing material from the case, but to be able to demonstrate knowledge and application by proposing solutions and developing plans for the future. Encourage students to compare, question, and differentiate. Students will follow the role you set. Urge students to challenge each other's ideas and question the current campaigns and strategies of companies portrayed in the cases. Case studies that require students to think critically will sharpen their problem-solving and communication skills—skills essential to success in the business world. Business needs critical yet creative thinkers. The critical thinking cases in the text are designed to cultivate both. H OW TO U SE THE V IDEOS Dual Option Videos. The 5 th Canadian Edition of Marketing , is supported by two types of videos. Each chapter has a collection of videos at varying lengths: short, 30-second ads are embedded in the PowerPoint ™ presentation for each chapter; a longer, 7- to 10-minute video highlights an operating company. Instead of tying cases to the videos, which often results in repetitive information, we have created a slate of teaching outlines to help you teach through the video. That means to use the video as part of the transfer of information rather than just as a break from the lecture. All video teaching notes are designed to engage the student in active viewing. By following the video lesson plans, you will be able to reach students with multiple learning styles. We have used a variety of media and activity types to help your students gain a deeper understanding of the marketing concepts presented. On the next page is a grid showing how the various video cases can be used across the entire text. These videos are from many sources including, the CBC, the Business News Network (BNN) and some are from other sources.

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    Introduction xiii Feature and Encore Presentation Video Selection Chapter Name Ch # Video Case Lead segment(s) for chapter For this chapter, also consider the Video Case of… Overview of Marketing 1 Wormboy Town Doctor Strategic Planning for Competitive Advantage 2 Town Doctor Canadian Tire: Canadian Tire’s Back- to-Basics Strategy Ethics and the Marketing Environment 3 A Look at the Educational Toy Market Marketing To Boomers Consumer Decision Making 4 The Psychology of Consumer Spending Advertising in a Digital Age Business Marketing 5 Smed CargoJet Segmenting and Targeting Markets 6 Marketing To Boomers Sports Sponsorships Decision Support Systems and Marketing Research 7 Forecasting Canadian Automobile Sales: Adjusting to Changing Times The North American International Auto Show Product Concepts 8 Fake Merchandize A Look at the Educational Toy Market Developing and Managing Products 9 IdeaFetch The North American International Auto Show Services and Nonprofit Organization Marketing 10 Credit Life Insurance Busted: easyhome Marketing Channels and Supply Chain Management 11 CargoJet Smed Retailing 12 Canadian Tire: Canadian Tire’s Back-to-Basics Strategy Amazon.com Seeks To Enter Canada Integrated Marketing Communications 13 Advertising in a Digital Age Sports Sponsorships Advertising and Public Relations 14 Sports Sponsorships Advertising in a Digital Age Sales Promotion and Personal Selling 15 The North American International Auto Show Smed Pricing Concepts 16 Busted: easyhome Fake Merchanidize Setting the Right Price 17 Air Wars Smed Customer Relationship Management (CRM) 18 Gift Cards Advertising in a Digital Age Marketing On The Web 19 Amazon.com Seeks To Enter Canada Advertising in a Digital Age

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    xiv Introduction Sample Syllabus COURSE: MKT XXX: Introduction to Marketing DAYS/TIMES: Monday, Wednesday, and Friday 10:30 AM – 11:20 AM : Dr. Jane Doe OFFICE LOCATION/HOURS: Business Hall 100; Monday through Friday 8:00 AM - 9:00 AM OFFICE PHONE NUMBER: (000) 555-5555 EMAIL ADDRESS: Jane.Doe@university.edu TEXTBOOK: Lamb, Hair, McDaniel, Faria and Wellington: Marketing, 5 th Canadian Ed. , Nelson Education Limited © 2012. Course Description This course provides an introduction to marketing. Prerequisites: none. Learning Outcomes At the conclusion of this course, the student should be able to:  Define marketing and discuss what it entails;  Discuss how environmental factors affect marketing activities;  Describe the factors involved in consumer decision making;  Segment markets and develop the profile of a target market;  Develop product strategies and discuss how services and nonprofit “products” differ from traditional ones;  Develop distribution, promotion, and pricing strategies;  Explain the importance of Internet marketing, customer relationship marketing, and one-to-one marketing. Methods of Learning A variety of techniques will be used to enhance your learning for this course. These include lecture, discussion, debates, exams, video cases, in-class group activities, out-of-class group and individual assignments, and Internet research. You are expected to come to every session having completed your reading and/or other assignments. Course Evaluation You will have several opportunities to demonstrate your knowledge and understanding of the principles taught in this course. Though much of the learning is actually achieved in-class, you are expected to complete certain assignments before class and to turn in outside assignments on time. Maximum point values are as follows: Exams* 300 points Final exam 200 points Individual assignments 300 points Group projects 200 points Total 1,000 points *Of the four regular exams given in this course, only your three highest scores will count. Your final grade for the course is based on the number of point you’ve earned during the semester: A = 900 - 1,000 points B = 800 - 899 points C = 700 - 799 points D = 600 - 699 points F = Below 600 points

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    Introduction xv Sample Course Schedules For a 16-Week Term (meeting two or three times per week): Week Chapter Chapter Title or Activity 1 1 Course Introduction An Overview of Marketing 2 2 Strategic Planning for Competitive Advantage 3 3 Social Responsibility, Ethics, and the Marketing Environment Exam #1 4 4 5 Consumer Decision Making Business Marketing 5 6 Segmenting and Targeting Markets 6 7 Decision Support Systems and Marketing Research Exam #2 7 8 Product Concepts 8 9 10 Developing and Managing Products Services and Nonprofit Organization Marketing 9 11 12 Marketing Channels and Logistics Decisions Retailing 10 13 Exam #3 Integrated Marketing Communications 11 14 15 Advertising and Public Relations Sales Promotion and Personal Selling 12 16 17 Pricing Concepts Setting the Right Price 13 18 Exam #4 Customer Relationship Management 14 19 Marketing On The Web Begin Team Project Presentations OR Individual Project Presentations 15 Continue Team Project Presentations OR Individual Project Presentations Course Conclusion and Final Exam Review 16 Final Exam Note: The above schedule allows some time for a fall or spring break and/or holidays. Since these vary by educational institution, extra time is allowed toward the end of the semester for projects and presentations.

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    xvi Introduction For a 12-Week Term (meeting two or three times per week): Week Chapter Chapter Title or Activity 1 1 Course Introduction An Overview of Marketing 2 2 3 Strategic Planning for Competitive Advantage Social Responsibility, Ethics, and the Marketing Environment 3 4 Exam #1 Consumer Decision Making 4 5 6 Business Marketing Segmenting and Targeting Markets 5 7 8 Decision Support Systems and Marketing Research Exam #2 Product Concepts 6 9 10 Developing and Managing Products Services and Nonprofit Organization Marketing 7 11 12 Marketing Channels and Logistics Decisions Retailing 8 13 14 Exam #3 Integrated Marketing Communications Advertising and Public Relations 9 15 16 Sales Promotion and Personal Selling Pricing Concepts 10 17 18 Setting the Right Price Exam #4 Customer Relationship Management 11 19 Marketing On The Web Begin Team Project Presentations OR Individual Project Presentations 12 Continue Team Project Presentations OR Individual Project Presentations Course Conclusion and Final Exam Review Final Exam Note: The above schedule allows some time for a fall or spring break and/or holidays. Since these vary by educational institution, extra time is allowed toward the end of the semester for projects and presentations.

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