Skip to content
Textbook Guides

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

Solution Manual for Essentials of Marketing: A Marketing Strategy Planning Approach, 15th Edition simplifies difficult concepts with detailed summaries and structured insights.

Preview 16 of 374 pages

See the first 16 pages exactly as they appear in the document.

  1. Page 1
    Read page 1 as text

    Essentials of Marketing iii ESSENTIALS OF MARKETING, 15th EDITION INSTRUCTOR’S MANUAL Table of C ontents PART I : HOW TO USE THIS MANUAL ................................ ................................ ................. I - 1 INTRODUCTION ................................ ................................ ................................ ............................... I - 1 OVERVIEW OF THIS MANUAL – A ROAD MAP ................................ ................................ ............... I - 1 CONCLUDING REMARKS ................................ ................................ ................................ ................ I - 4 PART II : OVERVIEW OF THE MAJOR ELEMENTS OF P.L.U.S. ................................ . II - 1 INTRODUCTION ................................ ................................ ................................ .............................. II - 1 ESSENTIALS OF MARKETING , 15th EDITION ................................ ................................ ................ II - 1 WHAT’S NEW IN THIS EDITION OF ESSENTIALS OF MARKETING? Digital Updates… ................................ ................................ ................................ ......................... II - 2 Content Updates… ................................ ................................ ................................ ....................... II - 3 Chapter - by - Chapter Updates ................................ ................................ ................................ ...... II - 5 SMARTBOOK WITH LEARNSMART … ................................ ................................ ............................ II - 11 INSTRUCTOR'S MANUAL & DIGITAL IMPLEMENTATION GUIDE TO ACCOMPANY ESSENTIALS OF MARKETING 15E …… ................................ ................................ ................... II - 11 INTERACTIVE POWERPOINT LECTURE SLIDES AND SCRIPTS ............................................ II - 11 BANK OF OBJECTIVE TEST QUESTIONS ................................ ................................ .................... II - 11 VIDEO PACKAGE FOR ESSENTIALS OF MARKETING 15E: TEACHING VIDEOS, VIDEO CASES, AND NEW iSEEIT! VIDEOS ................................ ................................ ........................ II - 12 CONNECT FOR ESSENTIALS OF MARKETING 15E … ................................ ................................ ... II - 12 Connect Interactives… ................................ ................................ ................................ ............... II - 12 NEW – Now in Connect a New Interactive – Marketing Analytics: Data to Knowledge… ............. II - 12 Connect Questions… ................................ ................................ ................................ ................. II - 13 LearnSmart Questions… ................................ ................................ ................................ ............ II - 13 Practice Marketing simulation…. ................................ ................................ ................................ . II - 13 FIND INSTRUCTOR RESOURCES ON CONNECT (LIBRARY  INSTRUCTOR RESOURCES) at the ONLINE LEARNING CENTER FOR ESSENTIALS OF MARKETING, 15e … .................... II - 14 AUTHOR BLOG FOR INSTRUCTORS – TEACH THE 4 PS… ................................ ......................... II - 15 ESSENTIALS OF MARKETING “ CARTRIDGES ” FOR YOUR LEARING MANAGEMENT SYSTEM… II - 15 PART III : IDEAS ABOUT TEACHING THE FIRST MARKETING COURSE .............. III - 1 INTRODUCTION ................................ ................................ ................................ ............................. III - 1 1. COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING ................................ . III - 1 Essentials of Marketing and P.L.U.S. Support Many Approaches ................................ ............... III - 1 In - Class or Online Lectures… ................................ ................................ ................................ ...... III - 2 Active Learning and Essentials of Marketing .. ................................ ................................ ............. III - 2 It Helps to Remind Students about the Structure of Your Course ................................ ............... III - 4 Students Often Appreciate a Written Course Overview ................................ .............................. III - 7 Sample Course Overview ................................ ................................ ................................ .......... III - 9 2. SUGGESTIONS FOR WR ITING COURSE OBJECTIVES ................................ ......................... III - 15

  2. Page 2
  3. Page 3
    Read page 3 as text

    Table of Contents iv Perreault, Cannon, & McCarthy 3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES WITH VARIOUS LENGTHS ................................ ................................ ................................ ..... III - 1 5 4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING IN YOUR CLASSROOM ................................ ................................ ................................ ............... III - 16 5 . COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND LEARNSMART ................. III - 17 Connect Marketing Hom ework Exercises ................................ ................................ .................. III - 17 NEW! This edition – Marketing Analytics: Data to Knowledge – Now in Connect… .................... III - 18 LearnSmart for Essentials of Marketing ................................ ................................ .................... III - 18 Practice Marketing ................................ ................................ ................................ .................... III - 18 6 . COMMENTS ON NEW MARKETING ANALYTICS: DATA TO KNOWLEDGE ........................... II I - 19 Problems with a Focus on Ma rketing Decision - Making ................................ ............................. III - 19 Teach ing/Learning Objectives ................................ ................................ ................................ . III - 19 Specific B enefits of the Approach ................................ ................................ ............................ III - 20 Complete Solutions to All of the Problems ................................ ................................ ............... III - 2 0 Other Factors to Consider: Time Required ................................ ................................ ............... III - 2 0 Content ................................ ................................ ................................ ................................ ... III - 2 0 Ideas on Ways to Incorporate the Problems in the Course ................................ ....................... III - 2 1 7 . COMMENTS O N THE ONLINE TOOLKITS ................................ ................................ .............. III - 22 8 . COMMENTS ON THE ETHICAL DILEMMA S ................................ ................................ ............ III - 29 9 . COMMENTS ON THE END - OF - CHAPTER QUESTIONS AND PROBLEMS ........................... III - 29 10 . COMMENTS ON T H E CASES AN D VIDEO CASES ................................ ................................ III - 30 Overview of Marke t ing Situations in Cases ................................ ................................ .............. III - 33 1 1 . COMMENTS ON ESSENTIALS OF MARKETING’S OBJECTIVE TEST QU ESTIONS ............. III - 34 1 2 . COMMENTS ON THE INTERACTIVE P OWERPOINT LECTURE SLIDES, PRINT ADS, AND YOUTUBE POWERPOINTS ................................ ................................ ........................... III - 35 Basic PowerPoints … ................................ ................................ ................................ ................ III - 35 Enhanced PowerPoints … ................................ ................................ ................................ ......... III - 35 Color Ads ................................ ................................ ................................ ................................ . III - 38 YouTube PowerPoints ................................ ................................ ................................ .............. III - 36 Table of YouTube PowerPoints and Chapter Links… ................................ ................................ . III - 37 1 3 . COMMENTS ON THE INSTRUCTOR ’S RESOURCE CD TO A CCOMPANY ESSENTIALS OF MARKETING ................................ ................................ ................................ ...................... III - 56 1 4 . COMMENTS ON THE TEACHING VIDEOS ................................ ................................ ............. III - 56 Summary Table of Essentials of Marketing Teaching Videos ................................ ................... III - 57 1 5 . ID EAS FOR STUDENT PROJECTS ................................ ................................ ......................... III - 60 16 . FEEDBACK TO THE A UTHORS ................................ ................................ .............................. III - 62 PART IV : CHAPTER - BY - CHAPTER AIDS – ANSWERS TO QUESTIONS AND EXERCISES ................................ ................................ ................................ .............................. IV - 1 INTRODUCTION ................................ ................................ ................................ ............................. IV - 1 CHAPTER 1 : MARKETING'S VALUE TO CONSUMERS, FIRMS, AND SOCIETY ...................... IV - 1 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 1 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 : REVENUE, COST, A ND PROFIT RELATIONSHIPS ................................ ................................ ................................ ............ IV - 1 - 6 COMMENTS ON USE OF SU GGESTED CASES ................................ ................................ ... IV - 1 - 9 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ ...... IV - 1 - 9 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ I V - 1 - 10 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 - 10

  4. Page 4
    Read page 4 as text

    Table of Contents Essentials of Marketing v CHAPTER 2 : MARKETING STRATEGY PLANNING ................................ ................................ ... IV - 2 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 2 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 2 : TARGET MARKE TING .................... IV - 2 - 8 COMMENTS ON U SE OF SUGGESTED CASES ................................ ................................ . IV - 2 - 10 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 2 - 11 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 2 - 12 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 2 - 13 CHAPTER 3 : EVALUATING OPPORTUNITIES IN THE CHANGING MARKET ENVIRONMENT ................................ ................................ ................................ ........... IV - 3 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 3 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 3 : COMPETITOR ANALYSIS ............... IV - 3 - 6 COMMENTS ON USE OF SUGGESTED CASES ................................ ................................ . IV - 3 - 10 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 3 - 11 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 3 - 11 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 3 - 12 CHAPTER 4 : FOCUSING MARKETING STRATEGY WITH SEGMENTATION AND POSITIONING ................................ ................................ ................................ ...................... IV - 4 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 4 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 4 : SEGMENTING CUSTOMERS .......... IV - 4 - 3 COMMENTS ON U SE OF SUGGESTED CASES ................................ ................................ ... IV - 4 - 7 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ ...... IV - 4 - 8 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ .......... IV - 4 - 9 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 4 - 10 CHAPTER 5 : FINAL CONSUMERS AND THEIR BUYING BEHAVIOR ................................ ....... IV - 5 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 5 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 5 : SELECTIVE PROCESSES .............. IV - 5 - 7 COMMENTS ON THE U SE OF SUGGESTED CASES ................................ ......................... IV - 5 - 10 COMMENTS ON U SE OF ETHICAL DILEMMA ................................ ................................ .... IV - 5 - 11 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 5 - 11 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 5 - 1 2 CHAPTER 6 : BUSINESS AND ORGANIZATIONAL CUSTOMERS AND THEIR BUYING BEHAVIOR ................................ ................................ ................................ ........ IV - 6 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 6 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 6 : VENDOR ANALYSIS ....................... IV - 6 - 5 COMMENTS ON THE U SE OF SUGGESTED CASES ................................ ........................... IV - 6 - 8 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ ...... IV - 6 - 8 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ .......... IV - 6 - 9 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ........................... IV - 6 - 9 CHAPTER 7 : IMPROVING DECISIONS WITH MARKETING INFORMATION .............................. IV - 7 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 7 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 7 : MARKETING RESEARCH ............... IV - 7 - 5 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ........................... IV - 7 - 8 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ ...... IV - 7 - 9 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ .......... IV - 7 - 9 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 7 - 10

  5. Page 5
    Read page 5 as text

    Table of Contents vi Perreault, Cannon, & McCarthy CHAPTER 8 : ELEMENTS OF PRODUCT PLANNING FOR GOODS AND SERVICES ................ IV - 8 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 8 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 8 : BRANDING DECISION .................... IV - 8 - 7 COMMENTS ON USE OF SUGGESTED CASES ................................ ................................ . IV - 8 - 10 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 8 - 12 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 8 - 12 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 8 - 13 CHAPTER 9 : PRODUCT MANAGEMENT AND NEW - PRODUCT DEVELOPMENT ..................... IV - 9 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ .. IV - 9 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 9 : GROWTH STAGE COMPETITION .. IV - 9 - 6 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ........................... IV - 9 - 9 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ ...... IV - 9 - 9 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 9 - 10 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 9 - 11 CHAPTER 10 : PLACE AND DEVELOPMENT OF CHANNEL SYSTEMS ................................ .. IV - 10 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 10 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 10 : INTENSIVE VS. SELECTIVE DISTRIBUTION ................................ ................................ ................................ .......................... IV - 10 - 7 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 10 - 9 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .. IV - 10 - 10 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE … ................................ ................................ ................................ .... IV - 10 - 11 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ....................... IV - 1 0 - 1 1 CHAPTER 1 1 : DISTRIBUTION CUSTOMER SERVICE AND LOGISTICS ................................ . IV - 11 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 11 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 1 : TOTAL DISTRIBUTION COST ..... IV - 11 - 5 COMMENTS ON THE US E OF SUGGESTED CASES ................................ ......................... IV - 11 - 8 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 11 - 8 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 11 - 9 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 1 - 9 CHAPTER 1 2 : RETAILERS, WHOLESALERS, AND THEIR STRATEGY PLANNING .............. IV - 12 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 12 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 2 : SELECTING CHANNEL INTERMEDIARIES ................................ ................................ ................................ ......... IV - 12 - 6 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 12 - 9 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .. IV - 12 - 10 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ...... IV - 12 - 10 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ....................... IV - 12 - 11 CHAPTER 1 3 : PROMOTION – INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS ................................ ................................ ............................ IV - 13 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 13 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 3 : SELECTING A COMMUNICATIONS CHANNEL ................................ ................................ .................... IV - 13 - 5 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 13 - 7 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 13 - 7 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY

  6. Page 6
    Read page 6 as text

    Table of Contents Essentials of Marketing vii CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 13 - 8 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 3 - 9 CHAPTER 14 : PERSONAL SELLING AND CUSTOMER SERVICE ................................ .......... IV - 14 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 14 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 4 : SALES COMPENSATION ............ IV - 14 - 3 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 14 - 7 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 14 - 7 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 14 - 8 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 14 - 8 CHAPTER 15 : ADVERTISING AND SALES PROMOTION ................................ ........................ IV - 15 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 15 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 5 : SALES PROMOTION ................... IV - 15 - 6 COMMENTS ON THE US E OF SUGGESTED CASES ................................ ......................... IV - 15 - 8 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 15 - 9 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 15 - 9 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ....................... IV - 1 5 - 10 CHAPTER 1 6: PUBLICITY: PROMOTION USING EARNED MEDIA, OWNED MEDIA, AND SOCIAL MEDIA … ................................ ................................ ................................ .... IV16 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 16 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 6: SALES ANALYTICS ..................... IV - 16 - 3 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 16 - 6 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 16 - 7 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 16 - 8 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 6 - 8 CHAPTER 1 7 : PRICING OBJECTIVES AND POLICIES ................................ ............................ IV - 1 7 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 1 7 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 7 : CASH DISCOUNTS ..................... IV - 1 7 - 5 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 1 7 - 8 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 1 7 - 8 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 1 7 - 9 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 7 - 9 CHAPTER 1 8 : PRICE SETTING IN THE BUSINESS WORLD ................................ ................... IV - 1 8 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 1 8 - 1 MARKETING ANALYTICS: DATA TO KNOWLEDGE 1 8 : BREAK - EVEN/PROFIT ANALYSIS IV - 1 8 - 3 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ......................... IV - 1 8 - 6 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 1 8 - 7 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 1 8 - 8 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 8 - 8 CHAPTER 1 9 : ETHICAL MARKETING IN A CONSUMER - ORIENTED WORLD: APPRAISAL AND CHALLENGES ................................ ................................ ....................... IV - 1 9 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ IV - 1 9 - 1 COMMENTS ON THE US E OF SUGGESTED CASES ................................ ......................... IV - 1 9 - 3 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ .... IV - 1 9 - 6 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ........ IV - 1 9 - 6

  7. Page 7
    Read page 7 as text

    Table of Contents viii Perreault, Cannon, & McCarthy SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ......................... IV - 1 9 - 7 “CASE - STYLE” INTEGRATIVE CROSS - CHAPTER TEST QUESTIONS ............................... IV - 1 9 - 7 BONUS CHAPTER 1: IMPLEMENTING AND CONTROLLING MARKETING PLANS: EVOLUTION AND REVOLUTION … ................................ ................................ ........... IV - BC 1 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ............................. IV - BC1 - 1 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ...................... IV - BC1 - 3 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ . IV - BC1 - 3 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ..... IV - BC1 - 4 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ...................... IV - BC1 - 5 BONUS CHAPTER 2: MANAGING MARKETING’S LINK WITH OTHER FUNCTIONAL AREAS … ................................ ................................ ................................ ................... IV - BC2 - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ............................. IV - BC2 - 1 COMMENTS ON THE USE OF SUGGESTED CASES ................................ ...................... IV - BC2 - 4 COMMENTS ON USE OF ETHICAL DILEMMA ................................ ................................ . IV - BC2 - 4 COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY CLINIC EXERCISE ................................ ................................ ................................ ..... IV - BC2 - 5 SUMMARY OF CONNECT HOMEWORK EXERCISES ................................ ...................... IV - BC2 - 6 APPENDIX A: ECONOMICS FUNDAMENTALS ................................ ................................ ......... IV - A - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ . IV - A - 1 APPENDIX B : MARKETING ARITHMETIC ................................ ................................ ................. IV - B - 1 COMMENTS ON QUESTIONS AND PROBLEMS ................................ ................................ . IV - B - 1 APPENDIX C: CAREER PLANNING IN MARKETING ................................ ................................ IV - C - 1 APPENDIX D: HILLSIDE VETERINARY CLINIC MARKETING PLAN ................................ ........ IV - D - 1 PART V : COMMENTS ON CASES IN ESSENTIALS OF MARKETING ...................... V - 1 INTRODUCTION ................................ ................................ ................................ .............................. V - 1 Traditional Cases ................................ ................................ ................................ ........................ V - 1 Video Cases ................................ ................................ ................................ ................................ V - 1 COMMENTS ON EACH OF THE TRADITIONAL CASES ................................ ................................ . V - 2 Case 1 : McDonald's "Seniors" Restaurant ................................ ................................ .................. V - 2 Case 2 : Nature’s Way Foods, Inc. ................................ ................................ .............................. V - 2 Case 3 : Real NOCO Soccer Academy ................................ ................................ ........................ V - 3 Case 4 : Computer Xperts ................................ ................................ ................................ ........... V - 4 Case 5 : Poly mer Dynamics ................................ ................................ ................................ ........ V - 6 Case 6 : Steel Solutions ................................ ................................ ................................ .............. V - 6 Case 7 : Waimate Springs Lodge ................................ ................................ ................................ V - 6 Case 8 : Salvaggio’s Trattoria ................................ ................................ ................................ ....... V - 7 Case 9 : Rest ful Night Mot el ................................ ................................ ................................ ........ V - 8 Case 10 : Sampson’s Ice Center ................................ ................................ ............................... V - 10 Case 11 : Run Free ................................ ................................ ................................ ................... V - 1 1 Case 12 : Dr V. com — Custom Vitamins ................................ ................................ ...................... V - 13 Case 13 : AAA Office World (AAA) ................................ ................................ ............................ V - 15 Case 14 : Sh rock and Oh ................................ ................................ ................................ .......... V - 15

  8. Page 8
    Read page 8 as text

    Table of Contents Essentials of Marketing ix Case 15 : The Olentangy Group ................................ ................................ ................................ V - 16 Case 16 : Tall Timber Lumber Supply ................................ ................................ ........................ V - 16 Case 17 : Simply Pure H2O4U , Inc . ................................ ................................ ........................... V - 17 Case 18 : W est Tarrytown Volunteer Fire Department (WTVFD) ................................ ................ V - 21 Case 19 : Ultimate Wedding.com ................................ ................................ ................................ V - 2 3 Case 20 : Minnehaha Lagoon Marine & Camp ................................ ................................ ........... V - 25 Case 21 : G eonovo Chem ical, Inc. (GCI) ................................ ................................ ................... V - 26 Case 22 : Bright Light Innovations : The Starlight Stove ................................ .............................. V - 26 Case 23 : Schmidt Furniture ................................ ................................ ................................ ...... V - 28 Case 24 : Wire X ................................ ................................ ................................ ........................ V - 28 Case 2 5 : Whittier Plastics Mfg. ................................ ................................ ................................ . V - 29 Case 26 : Abundant Harvest ................................ ................................ ................................ ...... V - 30 Case 27 : Advanced Molding , Inc. ................................ ................................ ............................. V - 30 Case 28 : AAT Tools ( AAT ) ................................ ................................ ................................ ....... V - 31 Case 29 : Quality Iron Castings , Inc. ................................ ................................ .......................... V - 32 Cas e 30 : Walker - Winkle Mills , Ltd. ................................ ................................ ........................... V - 33 Case 31 : Bowman Home Health Services ( B HH S ) ................................ ................................ .... V - 33 Case 32 : Lever, Ltd. ................................ ................................ ................................ .................. V - 3 4 Case 33 : Kennedy & Gaffney (K&G) ................................ ................................ ......................... V - 3 4 Case 34 : C hess Aluminum Worldwide (CAW) ................................ ................................ ........... V - 35 Case 35 : Skipper’ s Pizz eri a ................................ ................................ ................................ ....... V - 35 Case 36 : S ilverglade Homeb uilders ................................ ................................ ........................... V - 36 Case s 37 & 38 : Mallory’s Lemonade Stand (A) and (B) … ................................ .......................... V - 40

  9. Page 9
    Read page 9 as text

    Instructor’s Manual & Digital Implementation Guide Essentials of Marketing , 1 5 th edition William D. Perreault, Jr. Joseph P. Cannon E. Jerome McCarthy

  10. Page 10
    Read page 10 as text

    ( I nside front cover . This is intentionally left blank because this file is set up to print front and back of pages. )

  11. Page 11
    Read page 11 as text

    Instructor’s Manual & Digital Implementation Guide Essentials of Marketing A Marketing Strategy Planning Approach 15th edition William D. Perreault, Jr. , University of North Carolina Joseph P. Cannon, Colorado State University E. Jerome McCarthy , Michigan State University 201 7 McGraw - Hill Higher Education

  12. Page 12
  13. Page 13
    Read page 13 as text

    McGr aw - Hill Higher Education Instructor’s Manual to accompany Essentials of Marketing , 15th edition by William D. Perreault, Jr. , Joseph P. Cannon, and E. Jerome McCarthy Copyright  201 7 by The McGraw - Hill Companies, Inc. Previous editions 2014, 2011, 200 9 , 200 8 , 200 5 , 200 2 , 199 9 , 199 6, 1993, 1990 , 198 7 , 198 4 , 19 81, 1978, 1975, 1971, 1968, 1964, 1960 Printed in the United States of America Contents of this book, or parts thereof, may be reproduced for use with ESSENTIALS OF MARKETING , p rovided such reproductions bear copyright notice . They may not be reproduced in any form for any other purpose without permission of the publisher. Essentials of Marketing 15e, ISBN 978 - 1 - 259 - 57353 - 8 http://www.mhhe.com

  14. Page 14
    Read page 14 as text

    Essentials of Marketing I - 1 Part I : How to use this manual INTRODUCTION There are many effective ways to teach the beginning marketing course – and we know that how you design your course depends on your objectives and your students' needs . Our aim in preparing this Instructor's Manual – and more generally in preparing Essentials of Marketing and everything that goes with it – has been to provide you with a complete and flexible set of high - quality teaching and learning materials – materials that really work together and help you to offer your students a truly professional course . You can design your own course system by selecting from among a wide variety of teaching units those elements that fit your style and your students' needs. A great number of different types of P rofessional L earning U nits S ystems have been anticipated in developing these materials – so we call the whole package P.L.U.S . Your system represents the custom mix of P.L.U.S. elements you select for your students . The exhibit on the next page summarizes major components of our P.L.U.S. package . Our objective is to offer you a P.L.U.S. "menu" so that you can conveniently select units you want – and disregard 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," this Instructor's Manual provides additional discussion of each of the major components of P.L.U.S. – as well as a comprehensive set of ideas and suggestions on teaching the first marketing course . Almost all of the materials are available to you in compute r files on the Instructor’s Resource CD so you can easily make your selections. OVERVIEW OF THIS MA NUAL – A ROAD MAP This manual is organized into five major parts . The focus and purpose of each part is briefly described below: Part I : How to Use This Manual Part I simply provides a short overview of the rest of the manual. Part II : Overview of the Major Elements of the P.L.U.S. Package The purpose of this part of the Instructor's Manual is to provide you, in one place, with an overview of the major elements of P.L.U.S. (short for P rofessional L earning U nits S ystems) that are available to you. This section provides an overview of the major elements of P.L.U.S. :  Essentials of Marketing , 15th edition o What’s new in this edition of Essentials of Marketing?  SmartBook with LearnSmart  Instructor’s Manual & Digital Implementation Guide to Accompany Essentials of Marketing

  15. Page 15
    Read page 15 as text

    Part I I - 2 Perreault, Cannon, & McCarthy o Overview of all teaching/learning units as well as suggested answers to all questions, exercises, and assignments  Interactive PowerPoint Lecture Slides and Scripts  Bank of Objective Test Questions  Video Package for Essentials of Marketing 15e: Teachi n g Videos, Video Cases and New iSeeIt! Videos  Connect Interactive exercises for Essentials of Marketing 15e  Find “Instructor Resources” for Essentials of Marketing 15e on Connect (Library  Instructor Resources) at the Online Learning Center for Essentials of Marketing 15e .  Author blog for Instructors – Teach the 4 Ps  Essentials of Marketing cartridges for your Learning Management System Part III : Ideas a bout Teaching the First Marketing Course Part III provides a comprehensive set of ideas about teaching the first marketing course – including more detailed information about some of the possibilities for using various components of P.L.U.S. . Specifically, Part III includes 16 sections that cover: 1. COMMENTS ON APPROACHES TO T EACH BEGINNING MARKETING 2. SUGGESTIONS FOR WR ITING COURSE OBJECTIVES 3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES WITH VARIOUS LENGTHS 4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING IN YOUR CLASSROOM 5. COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND LEARNSMART 6 . COMMENTS ON NEW MARKETING ANALYTICS: DATA TO KNOWLEDGE 7 . COMMENTS ON THE ONLINE TOOLKITS 8 . COMMENTS ON THE ETHICAL DILEMMAS 9 . COMMENTS ON THE END - OF - CHAPTER QUESTIONS AND PROBLEMS 10 . COMMENTS ON THE CASES AN D VIDEO CASES 1 1 . COMMENTS ON ESSENTIALS OF MARKETING’S OBJECTIVE TEST QU ESTIONS 1 2 . COMMENTS ON THE INTERACTIVE P OWERPOINT LECTURE SLIDES, PRINT ADS, AND YOUTUBE POWERPOINTS 1 3 . COMMENTS ON THE INSTRUCTOR’S RESOURCE CD TO ACCOMPANY ESSENTIALS OF MARKETING 1 4 . COMMENTS ON THE TEACHING VIDEOS 1 5 . ID EAS FOR STUDENT PROJECTS 16 . FEEDBACK TO THE A UTHORS In general, the information in Part III is designed to be helpful to you in planning your course – and in developing a syllabus . You can easily skip any section in this part which is not of interest. Part IV : Chapter - by - Chapter Aids : Comments on and Answers to Various Exercises in Essentials of Marketing, 15e Part IV provides answers to or discussion of all of the student assignment material, including:  Q uestions and P roblems that appear at the end of each chapter ,  Comments on NEW Marketing Analytics: Data to Knowledge exercises in Connect,  C omments on the use of the " S uggested C ases" at the end of each chapter ( t his is in addition to more detailed comments o n each case provided in Part V),  Comments on the Ethical Dilemma exercise in each chapter , and  A summary of the Connect H omework E xercises for each chapter .

  16. Page 16
    Read page 16 as text

    How do use this Essentials of Marketing I - 3 The material in this part of the manual may be helpful to you at the point when you are planning/selecting specific assignments for your syllabus . In addition, all of the materials are organized on a chapter - by - chapter basis – to make it easier for you to find them when you need them during the course . Further, the answers are clear and complete ; you have everything you need for class discussion of the questions or for grading of assignments . For example, the answers to the questions and exercises based on the computer - aided problems include printed copies of all the computer spreadsheets – so you don't need to spend time doing the assignments yourself. Part V : Comments on C ases in Essentials of Marketing Part V includes comments and teaching notes on each of the 3 8 marketing cases 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 the Video Instructor’s Manual . CONCLUDING REMARKS It has been our objective in preparing this edition of Essentials of Marketing – and the whole set of P.L.U.S. materials that are available with it – to provide the most complete set of high - quality teaching and learning materials available anywhere for the first marketing course . We sincerely hope that you find these materials helpful and that they assist you in developing a course that meets your needs and your objectives for your students. Our work on all of these materials is an ongoing process . As you read this manual we will already be at work on refinements and innovations for the next edition . Thus, we would welcome your comments and suggestions about this manual, or more generally about any of the P.L.U.S. components . The most efficient way to reach us is by sending an email to Joe.Cannon@ColoState.edu . William D. Perreault, Jr. , Joseph P. Cannon, and E. Jerome McCarthy

358 more pages in the full document

Unlock it once and it stays in your library, ready to chat with or turn into flashcards.

Unlock the full document

More Marketing study materials

See all

Study this document with CramX

Once it is in your library, every tool can work from it.