Solution Manual for Essentials of Marketing: A Marketing Strategy Planning Approach, 15th Edition

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Essentials of MarketingiiiESSENTIALS OFMARKETING,15thEDITIONINSTRUCTOR’S MANUALTable ofContentsPART I:HOW TO USE THIS MANUAL.................................................................................I-1INTRODUCTION...............................................................................................................................I-1OVERVIEW OF THIS MANUAL–A ROAD MAP...............................................................................I-1CONCLUDING REMARKS................................................................................................................I-4PART II:OVERVIEW OF THEMAJOR ELEMENTS OF P.L.U.S..................................II-1INTRODUCTION..............................................................................................................................II-1ESSENTIALS OFMARKETING,15thEDITION................................................................................II-1WHAT’S NEW IN THIS EDITION OF ESSENTIALS OF MARKETING?Digital Updates….........................................................................................................................II-2Content Updates….......................................................................................................................II-3Chapter-by-ChapterUpdates......................................................................................................II-5SMARTBOOK WITHLEARNSMART…............................................................................................II-11INSTRUCTOR'S MANUAL& DIGITAL IMPLEMENTATION GUIDETO ACCOMPANYESSENTIALS OF MARKETING 15E……...................................................................................II-11INTERACTIVE POWERPOINT LECTURE SLIDES AND SCRIPTS............................................ II-11BANK OFOBJECTIVE TEST QUESTIONS....................................................................................II-11VIDEO PACKAGE FOR ESSENTIALS OF MARKETING 15E: TEACHING VIDEOS, VIDEOCASES, AND NEW iSEEIT! VIDEOS........................................................................................II-12CONNECTFOR ESSENTIALS OF MARKETING 15E…...................................................................II-12Connect Interactives…...............................................................................................................II-12NEW–Now in Connect a New Interactive–Marketing Analytics: Data to Knowledge….............II-12Connect Questions….................................................................................................................II-13LearnSmart Questions…............................................................................................................II-13Practice Marketing simulation…..................................................................................................II-13FIND INSTRUCTOR RESOURCES ON CONNECT (LIBRARYINSTRUCTOR RESOURCES)at the ONLINE LEARNING CENTER FOR ESSENTIALS OF MARKETING, 15e…....................II-14AUTHOR BLOG FOR INSTRUCTORS–TEACH THE 4 PS….........................................................II-15ESSENTIALS OF MARKETING“CARTRIDGES”FOR YOUR LEARING MANAGEMENT SYSTEM…II-15PART III:IDEAS ABOUT TEACHING THE FIRST MARKETING COURSE..............III-1INTRODUCTION.............................................................................................................................III-11.COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING.................................III-1Essentials ofMarketingand P.L.U.S. Support Many Approaches...............................................III-1In-Class or Online Lectures…......................................................................................................III-2Active Learning andEssentials of Marketing ...............................................................................III-2It Helps to Remind Students about the Structure of Your Course...............................................III-4Students Often Appreciate aWritten Course Overview..............................................................III-7Sample Course Overview..........................................................................................................III-92. SUGGESTIONS FOR WRITING COURSE OBJECTIVES.........................................................III-15

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Table of ContentsivPerreault, Cannon, &McCarthy3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSESWITH VARIOUS LENGTHS.....................................................................................................III-154. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING INYOUR CLASSROOM...............................................................................................................III-165. COMMENTS ON THECONNECTHOMEWORKEXERCISESAND LEARNSMART.................III-17Connect Marketing Homework Exercises..................................................................................III-17NEW! This edition–Marketing Analytics: Data to Knowledge–Now in Connect…....................III-18LearnSmart forEssentials ofMarketing....................................................................................III-18Practice Marketing....................................................................................................................III-186. COMMENTS ONNEWMARKETING ANALYTICS: DATA TO KNOWLEDGE...........................III-19Problems with a Focus on Marketing Decision-Making.............................................................III-19Teaching/Learning Objectives.................................................................................................III-19Specific Benefits of the Approach............................................................................................III-20Complete Solutions to All of the Problems...............................................................................III-20Other Factors toConsider: Time Required...............................................................................III-20Content...................................................................................................................................III-20Ideas on Ways to Incorporate theProblems in the Course.......................................................III-217. COMMENTSON THEONLINE TOOLKITS..............................................................................III-228. COMMENTSON THEETHICAL DILEMMAS............................................................................III-299. COMMENTS ON THE END-OF-CHAPTERQUESTIONS AND PROBLEMS...........................III-2910. COMMENTS ON THE CASES AND VIDEO CASES................................................................III-30Overview of Marketing Situations in Cases..............................................................................III-3311. COMMENTS ONESSENTIALS OFMARKETING’S OBJECTIVE TESTQUESTIONS.............III-3412. COMMENTS ON THE INTERACTIVEPOWERPOINT LECTURE SLIDES,PRINT ADS,AND YOUTUBE POWERPOINTS...........................................................................................III-35Basic PowerPoints …................................................................................................................III-35Enhanced PowerPoints ….........................................................................................................III-35Color Ads.................................................................................................................................III-38YouTube PowerPoints..............................................................................................................III-36Table of YouTube PowerPoints and Chapter Links….................................................................III-3713. COMMENTS ON THE INSTRUCTOR’S RESOURCECDTO ACCOMPANYESSENTIALSOFMARKETING......................................................................................................................III-5614. COMMENTS ON THE TEACHINGVIDEOS.............................................................................III-56SummaryTableofEssentials ofMarketingTeaching Videos...................................................III-5715. IDEAS FOR STUDENT PROJECTS.........................................................................................III-6016.FEEDBACK TO THE AUTHORS..............................................................................................III-62PART IV:CHAPTER-BY-CHAPTER AIDS–ANSWERS TO QUESTIONS ANDEXERCISES..............................................................................................................................IV-1INTRODUCTION.............................................................................................................................IV-1CHAPTER 1:MARKETING'SVALUE TOCONSUMERS, FIRMS, AND SOCIETY......................IV-1-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-1-1MARKETING ANALYTICS: DATA TO KNOWLEDGE1:REVENUE, COST, AND PROFITRELATIONSHIPS............................................................................................................IV-1-6COMMENTS ON USE OF SUGGESTED CASES...................................................................IV-1-9COMMENTS ON USE OFETHICAL DILEMMA......................................................................IV-1-9COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-1-10SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-1-10

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Table of ContentsEssentials of MarketingvCHAPTER 2:MARKETINGSTRATEGY PLANNING...................................................................IV-2-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-2-1MARKETING ANALYTICS: DATA TO KNOWLEDGE2:TARGET MARKETING....................IV-2-8COMMENTS ON USE OF SUGGESTEDCASES.................................................................IV-2-10COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-2-11COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-2-12SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-2-13CHAPTER3:EVALUATING OPPORTUNITIES IN THE CHANGINGMARKET ENVIRONMENT...........................................................................................................IV-3-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-3-1MARKETING ANALYTICS: DATA TO KNOWLEDGE3:COMPETITOR ANALYSIS...............IV-3-6COMMENTS ON USE OF SUGGESTEDCASES.................................................................IV-3-10COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-3-11COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-3-11SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-3-12CHAPTER 4:FOCUSING MARKETING STRATEGY WITH SEGMENTATIONAND POSITIONING......................................................................................................................IV-4-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-4-1MARKETING ANALYTICS: DATA TO KNOWLEDGE4:SEGMENTING CUSTOMERS..........IV-4-3COMMENTS ON USE OF SUGGESTEDCASES...................................................................IV-4-7COMMENTS ON USE OFETHICAL DILEMMA......................................................................IV-4-8COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE..........................................................................................................IV-4-9SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-4-10CHAPTER 5:FINAL CONSUMERS AND THEIR BUYING BEHAVIOR.......................................IV-5-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-5-1MARKETING ANALYTICS: DATA TO KNOWLEDGE5:SELECTIVE PROCESSES..............IV-5-7COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-5-10COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-5-11COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-5-11SUMMARY OF CONNECT HOMEWORKEXERCISES.........................................................IV-5-12CHAPTER6:BUSINESS AND ORGANIZATIONAL CUSTOMERS ANDTHEIR BUYING BEHAVIOR........................................................................................................IV-6-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-6-1MARKETING ANALYTICS: DATA TO KNOWLEDGE6:VENDOR ANALYSIS.......................IV-6-5COMMENTS ON THE USE OF SUGGESTEDCASES...........................................................IV-6-8COMMENTS ON USE OFETHICAL DILEMMA......................................................................IV-6-8COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE..........................................................................................................IV-6-9SUMMARY OF CONNECT HOMEWORK EXERCISES...........................................................IV-6-9CHAPTER 7:IMPROVING DECISIONS WITH MARKETING INFORMATION..............................IV-7-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-7-1MARKETING ANALYTICS: DATA TO KNOWLEDGE7:MARKETING RESEARCH...............IV-7-5COMMENTS ON THE USEOF SUGGESTEDCASES...........................................................IV-7-8COMMENTS ON USE OFETHICAL DILEMMA......................................................................IV-7-9COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE..........................................................................................................IV-7-9SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-7-10

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Table of ContentsviPerreault, Cannon, &McCarthyCHAPTER8:ELEMENTS OF PRODUCT PLANNING FOR GOODS AND SERVICES................IV-8-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-8-1MARKETING ANALYTICS: DATA TO KNOWLEDGE8:BRANDING DECISION....................IV-8-7COMMENTS ON USE OF SUGGESTEDCASES.................................................................IV-8-10COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-8-12COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-8-12SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-8-13CHAPTER9:PRODUCT MANAGEMENT AND NEW-PRODUCT DEVELOPMENT.....................IV-9-1COMMENTS ON QUESTIONS AND PROBLEMS..................................................................IV-9-1MARKETING ANALYTICS: DATA TO KNOWLEDGE9:GROWTH STAGE COMPETITION..IV-9-6COMMENTS ON THE USE OF SUGGESTEDCASES...........................................................IV-9-9COMMENTS ON USE OFETHICAL DILEMMA......................................................................IV-9-9COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-9-10SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-9-11CHAPTER10:PLACE AND DEVELOPMENT OF CHANNEL SYSTEMS..................................IV-10-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-10-1MARKETINGANALYTICS: DATA TO KNOWLEDGE10:INTENSIVE VS. SELECTIVEDISTRIBUTION..........................................................................................................................IV-10-7COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-10-9COMMENTS ON USE OFETHICAL DILEMMA..................................................................IV-10-10COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE…....................................................................................................IV-10-11SUMMARY OF CONNECT HOMEWORK EXERCISES.......................................................IV-10-11CHAPTER 11:DISTRIBUTION CUSTOMER SERVICE AND LOGISTICS.................................IV-11-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-11-1MARKETING ANALYTICS: DATA TO KNOWLEDGE11:TOTAL DISTRIBUTION COST.....IV-11-5COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-11-8COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-11-8COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-11-9SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-11-9CHAPTER 12:RETAILERS, WHOLESALERS, AND THEIR STRATEGY PLANNING..............IV-12-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-12-1MARKETING ANALYTICS: DATA TO KNOWLEDGE12:SELECTING CHANNELINTERMEDIARIES.........................................................................................................IV-12-6COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-12-9COMMENTS ON USE OFETHICAL DILEMMA..................................................................IV-12-10COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE......................................................................................................IV-12-10SUMMARY OF CONNECT HOMEWORK EXERCISES.......................................................IV-12-11CHAPTER 13:PROMOTION–INTRODUCTION TO INTEGRATEDMARKETING COMMUNICATIONS............................................................................................IV-13-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-13-1MARKETING ANALYTICS: DATA TO KNOWLEDGE13:SELECTINGACOMMUNICATIONSCHANNEL....................................................................................IV-13-5COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-13-7COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-13-7COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARY

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Table of ContentsEssentials of MarketingviiCLINIC EXERCISE........................................................................................................IV-13-8SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-13-9CHAPTER 14:PERSONAL SELLING AND CUSTOMER SERVICE..........................................IV-14-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-14-1MARKETING ANALYTICS: DATA TO KNOWLEDGE14:SALES COMPENSATION............IV-14-3COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-14-7COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-14-7COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-14-8SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-14-8CHAPTER 15:ADVERTISING AND SALES PROMOTION........................................................IV-15-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-15-1MARKETING ANALYTICS: DATA TOKNOWLEDGE15:SALESPROMOTION...................IV-15-6COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-15-8COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-15-9COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-15-9SUMMARY OF CONNECTHOMEWORK EXERCISES.......................................................IV-15-10CHAPTER 16: PUBLICITY: PROMOTION USING EARNED MEDIA, OWNED MEDIA,AND SOCIAL MEDIA…....................................................................................................IV16-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-16-1MARKETING ANALYTICS: DATA TO KNOWLEDGE16:SALES ANALYTICS.....................IV-16-3COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-16-6COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-16-7COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-16-8SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-16-8CHAPTER 17:PRICING OBJECTIVES AND POLICIES............................................................IV-17-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-17-1MARKETING ANALYTICS: DATA TO KNOWLEDGE17:CASH DISCOUNTS.....................IV-17-5COMMENTS ON THE USEOF SUGGESTEDCASES.........................................................IV-17-8COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-17-8COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-17-9SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-17-9CHAPTER 18:PRICE SETTING IN THE BUSINESS WORLD...................................................IV-18-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-18-1MARKETING ANALYTICS: DATA TO KNOWLEDGE18:BREAK-EVEN/PROFIT ANALYSISIV-18-3COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-18-6COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-18-7COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-18-8SUMMARY OF CONNECT HOMEWORK EXERCISES.........................................................IV-18-8CHAPTER19:ETHICAL MARKETING IN A CONSUMER-ORIENTED WORLD:APPRAISAL AND CHALLENGES.......................................................................................IV-19-1COMMENTS ON QUESTIONS AND PROBLEMS................................................................IV-19-1COMMENTS ON THE USE OF SUGGESTEDCASES.........................................................IV-19-3COMMENTS ON USE OFETHICAL DILEMMA....................................................................IV-19-6COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE........................................................................................................IV-19-6

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Table of ContentsviiiPerreault, Cannon, &McCarthySUMMARY OFCONNECT HOMEWORK EXERCISES.........................................................IV-19-7“CASE-STYLE” INTEGRATIVE CROSS-CHAPTER TEST QUESTIONS...............................IV-19-7BONUS CHAPTER1:IMPLEMENTING AND CONTROLLING MARKETING PLANS:EVOLUTION AND REVOLUTION…...........................................................................IV-BC1-1COMMENTS ON QUESTIONS AND PROBLEMS.............................................................IV-BC1-1COMMENTS ON THE USE OF SUGGESTEDCASES......................................................IV-BC1-3COMMENTS ON USE OFETHICAL DILEMMA.................................................................IV-BC1-3COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE.....................................................................................................IV-BC1-4SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................IV-BC1-5BONUS CHAPTER 2:MANAGING MARKETING’S LINK WITH OTHER FUNCTIONALAREAS…...................................................................................................................IV-BC2-1COMMENTS ON QUESTIONS AND PROBLEMS.............................................................IV-BC2-1COMMENTS ON THE USE OF SUGGESTEDCASES......................................................IV-BC2-4COMMENTS ON USE OFETHICALDILEMMA.................................................................IV-BC2-4COMMENTS ON USE OFMARKETING PLANNING FOR HILLSIDE VETERINARYCLINIC EXERCISE.....................................................................................................IV-BC2-5SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................IV-BC2-6APPENDIX A: ECONOMICS FUNDAMENTALS.........................................................................IV-A-1COMMENTS ON QUESTIONS AND PROBLEMS.................................................................IV-A-1APPENDIX B:MARKETING ARITHMETIC.................................................................................IV-B-1COMMENTS ON QUESTIONS AND PROBLEMS.................................................................IV-B-1APPENDIXC: CAREER PLANNING INMARKETING................................................................IV-C-1APPENDIXD: HILLSIDE VETERINARY CLINIC MARKETING PLAN........................................IV-D-1PART V:COMMENTS ON CASES INESSENTIALS OFMARKETING......................V-1INTRODUCTION..............................................................................................................................V-1Traditional Cases........................................................................................................................V-1Video Cases................................................................................................................................V-1COMMENTS ON EACH OF THE TRADITIONAL CASES.................................................................V-2Case 1:McDonald's "Seniors" Restaurant..................................................................................V-2Case 2:Nature’s WayFoods, Inc...............................................................................................V-2Case 3:RealNOCOSoccer Academy........................................................................................V-3Case 4:Computer Xperts...........................................................................................................V-4Case 5:Polymer Dynamics........................................................................................................V-6Case 6:SteelSolutions..............................................................................................................V-6Case 7:Waimate SpringsLodge................................................................................................V-6Case 8:Salvaggio’s Trattoria.......................................................................................................V-7Case 9:Restful NightMotel........................................................................................................V-8Case 10:Sampson’sIceCenter...............................................................................................V-10Case 11:RunFree...................................................................................................................V-11Case 12:DrV.com—Custom Vitamins......................................................................................V-13Case 13:AAAOfficeWorld (AAA)............................................................................................V-15Case 14:Shrock and Oh..........................................................................................................V-15

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Table of ContentsEssentials of MarketingixCase 15:TheOlentangyGroup................................................................................................V-16Case 16:Tall TimberLumberSupply........................................................................................V-16Case 17:SimplyPureH2O4U, Inc............................................................................................V-17Case 18:West TarrytownVolunteer Fire Department(WTVFD)................................................V-21Case 19:UltimateWedding.com................................................................................................V-23Case 20:MinnehahaLagoon Marine & Camp...........................................................................V-25Case 21:GeonovoChemical,Inc.(GCI)...................................................................................V-26Case 22:Bright Light Innovations: The Starlight Stove..............................................................V-26Case 23:SchmidtFurniture......................................................................................................V-28Case 24:WireX........................................................................................................................V-28Case 25:WhittierPlasticsMfg..................................................................................................V-29Case 26:Abundant Harvest......................................................................................................V-30Case 27:AdvancedMolding, Inc..............................................................................................V-30Case 28:AATTools (AAT).......................................................................................................V-31Case 29:Quality IronCastings, Inc...........................................................................................V-32Case 30:Walker-WinkleMills, Ltd............................................................................................V-33Case 31:BowmanHome HealthServices(BHHS)....................................................................V-33Case 32:Lever, Ltd...................................................................................................................V-34Case 33:Kennedy&Gaffney(K&G).........................................................................................V-34Case 34:ChessAluminumWorldwide (CAW)...........................................................................V-35Case 35:Skipper’sPizzeria.......................................................................................................V-35Case 36:SilvergladeHomebuilders...........................................................................................V-36Cases37& 38: Mallory’s Lemonade Stand (A)and (B) …..........................................................V-40

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Instructor’s Manual&Digital ImplementationGuideEssentials of Marketing, 15theditionWilliam D. Perreault, Jr.Joseph P. CannonE. Jerome McCarthy

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(Insidefrontcover. This isintentionally left blankbecause thisfile is setup to print front and back of pages.)

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Instructor’s Manual& DigitalImplementation GuideEssentials ofMarketingAMarketing Strategy PlanningApproach15theditionWilliam D. Perreault, Jr.,University of NorthCarolinaJoseph P. Cannon,Colorado State UniversityE. Jerome McCarthy,Michigan State University2017McGraw-Hill Higher Education

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McGraw-Hill Higher EducationInstructor’s Manual to accompanyEssentialsofMarketing,15theditionby William D. Perreault, Jr., Joseph P. Cannon,and E. Jerome McCarthyCopyright2017by The McGraw-Hill Companies, Inc.Previous editions2014,2011,2009, 2008, 2005, 2002, 1999, 1996, 1993, 1990, 1987,1984, 1981, 1978,1975, 1971, 1968, 1964, 1960Printed in the United States of AmericaContents of this book,or parts thereof, may be reproduced for use withESSENTIALS OFMARKETING,provided such reproductions bear copyright notice. Theymaynot be reproduced in any form for any other purpose without permission of the publisher.Essentials of Marketing15e, ISBN 978-1-259-57353-8http://www.mhhe.com

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Essentials of MarketingI-1Part I:How to use this manualINTRODUCTIONThere are many effective ways to teach the beginning marketing course–and we know that how youdesign your course depends on your objectives and your students' needs.Our aim in preparing thisInstructor's Manual–and more generally in preparingEssentials ofMarketingand everything that goeswith it–has been to provide you with a complete and flexible set of high-quality teaching and learningmaterials–materials that really work together and help you to offer your students a truly professionalcourse.You can design your own course system by selectingfrom among a wide variety ofteachingunitsthoseelements thatfit your style and your students' needs.A great number of different types ofProfessionalLearningUnitsSystems have been anticipated indeveloping these materials–so we call the whole packageP.L.U.S.Yoursystem represents the custommix ofP.L.U.S.elements you select for your students.The exhibit on the next page summarizes majorcomponents of ourP.L.U.S.package.Our objective is to offer you aP.L.U.S."menu"so that you can conveniently select units you want–anddisregard what you do not want.You can have confidence that the units you select will work well together.To help you in selecting from this "menu," thisInstructor's Manualprovides additional discussion of eachof the major components ofP.L.U.S.–as well as a comprehensive set of ideas and suggestions onteaching the first marketing course.Almost all of the materials are available to you in computer files onthe Instructor’s Resource CD so you can easilymake your selections.OVERVIEW OF THIS MANUAL–A ROAD MAPThis manual is organized intofivemajor parts.The focus and purpose of each part is brieflydescribedbelow:Part I:How to Use This ManualPart I simply provides a short overview of the rest of the manual.Part II:Overview of the MajorElements of the P.L.U.S. PackageThe purpose of this part of theInstructor's Manualis to provide you, in one place, with an overview of themajor elements ofP.L.U.S.(short forProfessionalLearningUnitsSystems) that are available to you. Thissection provides an overview of the major elements ofP.L.U.S.:Essentials of Marketing,15th editionoWhat’s new in this edition ofEssentials of Marketing?SmartBook with LearnSmartInstructor’s Manual& Digital Implementation Guideto AccompanyEssentials ofMarketing

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Part II-2Perreault, Cannon, & McCarthyoOverview of all teaching/learning units as well as suggested answers to all questions,exercises, and assignmentsInteractive PowerPoint Lecture Slides and ScriptsBankofObjective Test QuestionsVideo Package forEssentials of Marketing 15e:TeachingVideos, Video Cases and New iSeeIt!VideosConnectInteractive exercisesforEssentials of Marketing 15eFind “Instructor Resources” forEssentials of Marketing 15eon Connect (LibraryInstructorResources) at the Online Learning Center forEssentials of Marketing 15e.Author blog for Instructors–Teach the 4 PsEssentials of Marketingcartridges for your Learning Management SystemPart III:Ideas about Teaching the FirstMarketing CoursePart III provides a comprehensive set of ideas about teaching the first marketing course–includingmore detailed information about some of the possibilities for using various components ofP.L.U.S..Specifically, Part III includes 16 sections that cover:1.COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING2. SUGGESTIONS FOR WRITING COURSE OBJECTIVES3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSESWITHVARIOUS LENGTHS4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING INYOUR CLASSROOM5. COMMENTS ON THE CONNECT HOMEWORK EXERCISESAND LEARNSMART6. COMMENTS ONNEWMARKETING ANALYTICS: DATA TO KNOWLEDGE7. COMMENTS ON THEONLINE TOOLKITS8. COMMENTS ON THEETHICAL DILEMMAS9. COMMENTS ON THE END-OF-CHAPTERQUESTIONS AND PROBLEMS10. COMMENTS ON THE CASES AND VIDEO CASES11. COMMENTS ONESSENTIALS OFMARKETING’S OBJECTIVE TESTQUESTIONS12. COMMENTS ON THE INTERACTIVEPOWERPOINT LECTURE SLIDES, PRINT ADS, ANDYOUTUBE POWERPOINTS13. COMMENTS ON THE INSTRUCTOR’S RESOURCE CDTO ACCOMPANYESSENTIALSOFMARKETING14. COMMENTS ON THE TEACHING VIDEOS15. IDEAS FOR STUDENT PROJECTS16. FEEDBACK TO THE AUTHORSIn general, theinformation in Part III is designed to be helpful to you in planning your course–and indeveloping a syllabus.You can easily skip any section in this part which is not of interest.Part IV:Chapter-by-Chapter Aids:Comments on andAnswerstoVariousExercises inEssentials of Marketing, 15ePart IV provides answers to or discussion of all of the student assignment material, including:Questions andProblems that appear at the end of each chapter,Comments on NEWMarketing Analytics: Data toKnowledgeexercises in Connect,Comments on the use of the "SuggestedCases" at the end of each chapter (this is in addition tomore detailed comments oneach case provided in Part V),Comments on theEthical Dilemmaexercisein each chapter,andAsummaryofthe ConnectHomeworkExercisesfor each chapter.

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Solution Manual for Essentials of Marketing: A Marketing Strategy Planning Approach, 15th Edition - Page 16 preview image

How do use thisEssentials of MarketingI-3The material in this part of the manual may be helpful to you at the point when you areplanning/selecting specific assignments for your syllabus.In addition, all of the materials areorganized on a chapter-by-chapter basis–to make it easier for you to find them when you need themduring the course.Further,the answers are clear and complete;you have everything you need forclass discussion of the questions or for grading of assignments.For example, the answers to thequestions and exercises based on the computer-aided problems include printed copies of all thecomputer spreadsheets–so you don't need to spend time doing the assignments yourself.Part V:Comments onCases inEssentials ofMarketingPart V includes comments andteaching notes on each of the 38marketingcases at the end of the text.The discussion of each case supplements the suggestions that appear in the chapter-by-chapter aids(Part IV).Comments and teaching notes on the 8 video cases are available in theVideo Instructor’sManual.CONCLUDING REMARKSIt has been our objective in preparing this edition ofEssentials ofMarketing–and the whole set ofP.L.U.S.materials that are available with it–to provide the most complete set of high-quality teachingand learning materials available anywhere for the first marketing course.We sincerely hope that you findthese materials helpfuland that they assist you in developing a course that meets your needs and yourobjectives for your students.Our work on all of these materials is an ongoing process.As you read this manual we will already be atwork on refinements and innovations for the next edition.Thus, we would welcome your comments andsuggestions about this manual, or more generally about any of theP.L.U.S.components.The mostefficient way to reach us is by sending anemail toJoe.Cannon@ColoState.edu.William D. Perreault, Jr., Joseph P. Cannon,and E. Jerome McCarthy

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