Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Instructor Manual (Lecture
Notes+ Mini Case Answers)
for Marketing 2nd Edition By
Michael Shekter, Marina
Jaffey (All Chapters 1-18,
100% Original Verified, A+
Grade)
This is The Only Original and
Complete Instructor Manual
for 2nd Edition, All Other
Files in The Market are
Fake/Old/Wrong Edition.
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
, Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Table of Contents
Chapter 01: Introduction to Marketing
Chapter 02: Developing Marketing Strategies and Plans
Chapter 03: The Marketing Environment
Chapter 04: Market Intelligence—Gaining Advantage through Knowledge
Chapter 05: Consumer Buying Behaviour
Chapter 06: Business-to-Business Marketing
Chapter 07: Segmentation, Targeting, and Positioning
Chapter 08: Product and Branding
Chapter 09: New Product Development
Chapter 10: Marketing the Intangibles—Services, Causes, and Not-for-
Profit
Chapter 11: Pricing Concepts
Chapter 12: Distribution
Chapter 13: Retailing
Chapter 14: Marketing Communications 1: Digital Media Marketing
Chapter 15: Marketing Communications 2: Traditional Advertising
(Television, Print, and Radio), Direct Marketing, Public Relations, and
Personal Selling
Chapter 16: Media and Integrated Marketing Communications
Chapter 17: Global Marketing
Chapter 18: Ethics, Legal Issues, and Corporate Social Responsibility
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
, Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Marketing, 2e Chapter 1 - Introduction to Marketing
Chapter 1
Introduction to Marketing
Chapter Overview
This chapter introduces the concepts of marketing and its role in our world. The focus of the
text is to provide a framework for viewing the principles and tools that guide marketing
activities, with a practical experiential and real-world application. The combination
provides education and training which supports an entry into a marketing career, and an
overview of marketing responsibilities within the organization.
The basic concepts that form the foundations and principles of marketing are explained, as
are some of the objections and issues.
Learning Objectives
After studying this chapter, the student should be able to:
1.1 Explain the concept of marketing
1.2 Explain the concepts of exchange and value
1.3 Describe the evolution of marketing
1.4 Analyze marketing’s role in society
1.5 Analyze criticisms of modern marketing
Suggested Lecture Outline
I. INTRODUCTION TO THE MARKETING CONCEPT
A. Most people associate the term marketing with advertising and sales. While these
are key components of the marketing concept, they are only a small portion of what
marketing is all about.
1. The Canadian Marketing Association (CMA) defines marketing as “a set of
business practices designed to plan for and present an organization’s products
or services in ways that build effective customer relationships.”
2. The term marketing comes from the word market. Marketing concerns all of
the activities which take place in the market (or marketplace), which is
anywhere (physical or virtual) that buyers and sellers come together to
exchange – usually goods for money. Figure 1.1 shows the many elements of
marketing.
3. Beyond the areas one might naturally assume are associated with the
marketplace – product characteristics, location, pricing, etc. – the modern
Copyright © 2025 . 1-1
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
, Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Marketing, 2e Chapter 1 - Introduction to Marketing
world of marketing also emphasizes marketing’s role and impact on society.
Ethics, social responsibility, and sustainability are factors that the modern
marketer must be conscious of in a way that marketers throughout history did
not.
4. No matter how broad or narrow a definition you may wish to apply to
marketing and marketing-related jobs, the marketing industry and related and
supporting industries account for hundreds of thousands of jobs and career
opportunities in Canada. Career paths in marketing vary depending on the
organization. Figure 1.2 shows various marketing career pathways. Marketing
jobs are found:
- Within organizations – Most organizations have some sort of individual or
department responsible for their marketing activities, no matter how
significant or small their activities are.
- With independent partners and suppliers that support marketing
organizations – Many marketing organizations use independent, outside
agencies to perform certain tasks or to get an objective perspective.
Independent partners and suppliers might, for example, create advertising,
conduct market research, design packaging, and/or do graphic design (e.g.
logos).
5. The activities of marketing management, which extend beyond the aspects
that consumers see in the marketplace, include such tasks as competitive
assessments, marketing planning, and trend analysis. From an employment
perspective, the activities of marketing management are commonly associated
with consumer packaged goods (CPG) categories.
II. THE CONCEPTS OF EXCHANGE AND VALUE
A. All marketplaces are places of exchange. Exchange requires:
‐ Two or more parties (people, organization)
‐ Each with something they are willing to trade
‐ In consideration for some other item
B. Ideally, the items in the exchange are of equal value. Value can be defined as what
something is worth.
- The value or worth of an item may differ from person to person or situation
to situation (most bathrooms are free to use, but you might be willing to pay
if you were desperate or it was the only one available).
- The marketplace exchange is where one entity exchanges something of value
with something of value from another entity.
- Both requirements must be satisfied – there must be at least two parties (you
can’t really trade with yourself), and there must be something to exchange (if
you receive without giving exchange – you are stealing; if you give without
receiving exchange – you are poorer).
Copyright © 2025 . 1-2
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Instructor Manual (Lecture
Notes+ Mini Case Answers)
for Marketing 2nd Edition By
Michael Shekter, Marina
Jaffey (All Chapters 1-18,
100% Original Verified, A+
Grade)
This is The Only Original and
Complete Instructor Manual
for 2nd Edition, All Other
Files in The Market are
Fake/Old/Wrong Edition.
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
, Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Table of Contents
Chapter 01: Introduction to Marketing
Chapter 02: Developing Marketing Strategies and Plans
Chapter 03: The Marketing Environment
Chapter 04: Market Intelligence—Gaining Advantage through Knowledge
Chapter 05: Consumer Buying Behaviour
Chapter 06: Business-to-Business Marketing
Chapter 07: Segmentation, Targeting, and Positioning
Chapter 08: Product and Branding
Chapter 09: New Product Development
Chapter 10: Marketing the Intangibles—Services, Causes, and Not-for-
Profit
Chapter 11: Pricing Concepts
Chapter 12: Distribution
Chapter 13: Retailing
Chapter 14: Marketing Communications 1: Digital Media Marketing
Chapter 15: Marketing Communications 2: Traditional Advertising
(Television, Print, and Radio), Direct Marketing, Public Relations, and
Personal Selling
Chapter 16: Media and Integrated Marketing Communications
Chapter 17: Global Marketing
Chapter 18: Ethics, Legal Issues, and Corporate Social Responsibility
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
, Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Marketing, 2e Chapter 1 - Introduction to Marketing
Chapter 1
Introduction to Marketing
Chapter Overview
This chapter introduces the concepts of marketing and its role in our world. The focus of the
text is to provide a framework for viewing the principles and tools that guide marketing
activities, with a practical experiential and real-world application. The combination
provides education and training which supports an entry into a marketing career, and an
overview of marketing responsibilities within the organization.
The basic concepts that form the foundations and principles of marketing are explained, as
are some of the objections and issues.
Learning Objectives
After studying this chapter, the student should be able to:
1.1 Explain the concept of marketing
1.2 Explain the concepts of exchange and value
1.3 Describe the evolution of marketing
1.4 Analyze marketing’s role in society
1.5 Analyze criticisms of modern marketing
Suggested Lecture Outline
I. INTRODUCTION TO THE MARKETING CONCEPT
A. Most people associate the term marketing with advertising and sales. While these
are key components of the marketing concept, they are only a small portion of what
marketing is all about.
1. The Canadian Marketing Association (CMA) defines marketing as “a set of
business practices designed to plan for and present an organization’s products
or services in ways that build effective customer relationships.”
2. The term marketing comes from the word market. Marketing concerns all of
the activities which take place in the market (or marketplace), which is
anywhere (physical or virtual) that buyers and sellers come together to
exchange – usually goods for money. Figure 1.1 shows the many elements of
marketing.
3. Beyond the areas one might naturally assume are associated with the
marketplace – product characteristics, location, pricing, etc. – the modern
Copyright © 2025 . 1-1
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
, Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
Marketing, 2e Chapter 1 - Introduction to Marketing
world of marketing also emphasizes marketing’s role and impact on society.
Ethics, social responsibility, and sustainability are factors that the modern
marketer must be conscious of in a way that marketers throughout history did
not.
4. No matter how broad or narrow a definition you may wish to apply to
marketing and marketing-related jobs, the marketing industry and related and
supporting industries account for hundreds of thousands of jobs and career
opportunities in Canada. Career paths in marketing vary depending on the
organization. Figure 1.2 shows various marketing career pathways. Marketing
jobs are found:
- Within organizations – Most organizations have some sort of individual or
department responsible for their marketing activities, no matter how
significant or small their activities are.
- With independent partners and suppliers that support marketing
organizations – Many marketing organizations use independent, outside
agencies to perform certain tasks or to get an objective perspective.
Independent partners and suppliers might, for example, create advertising,
conduct market research, design packaging, and/or do graphic design (e.g.
logos).
5. The activities of marketing management, which extend beyond the aspects
that consumers see in the marketplace, include such tasks as competitive
assessments, marketing planning, and trend analysis. From an employment
perspective, the activities of marketing management are commonly associated
with consumer packaged goods (CPG) categories.
II. THE CONCEPTS OF EXCHANGE AND VALUE
A. All marketplaces are places of exchange. Exchange requires:
‐ Two or more parties (people, organization)
‐ Each with something they are willing to trade
‐ In consideration for some other item
B. Ideally, the items in the exchange are of equal value. Value can be defined as what
something is worth.
- The value or worth of an item may differ from person to person or situation
to situation (most bathrooms are free to use, but you might be willing to pay
if you were desperate or it was the only one available).
- The marketplace exchange is where one entity exchanges something of value
with something of value from another entity.
- Both requirements must be satisfied – there must be at least two parties (you
can’t really trade with yourself), and there must be something to exchange (if
you receive without giving exchange – you are stealing; if you give without
receiving exchange – you are poorer).
Copyright © 2025 . 1-2
Instructor Manual for Marketing 2nd Edition By Michael Shekter, Marina Jaffey
