Instructor’s Manual &
Digital Implementation
Guide
Essentials of Marketing, 18th edition
, Instructor’s Manual & Digital
Implementation Guide
Essentials of
Marketing
A Marketing Strategy Planning Approach
18th edition
, ESSENTIALS OF MARKETING, 17th EDITION INSTRUCTOR’S
MANUAL & DIGITAL IMPLEMENTATION GUIDE
Table of Contents
PART I: HOW TO USE THIS MANUAL ....................................................................... I-1
INTRODUCTION .................................................................................................................................... I-1
QUICK START GUIDES—A FASTER WAY TO GET STARTED .......................................................... I-1
OVERVIEW OF THIS MANUAL – A ROAD MAP .................................................................................. I-2
CONCLUDING REMARKS ..................................................................................................................... I-4
PART II: OVERVIEW OF THE MAJOR ELEMENTS OF P.L.U.S. .................................. II-1
INTRODUCTION ................................................................................................................................... II-1
ESSENTIALS OF MARKETING, 17th EDITION ................................................................................... II-1
WHAT’S NEW IN THIS EDITION OF ESSENTIALS OF MARKETING? .................................................Ii-2
Marketing for a Better World (#M4BW) ............................................................................................. II-2
Marketing Analytics …....................................................................................................................... II-3
Currency ............................................................................................................................................ II-3
Active Learning Exercises ................................................................................................................. II-3
Chapter-by-Chapter Updates .......................................................................................................... II-4
SMARTBOOK WITH LEARNSMART… .................................................................................................. II-8
INSTRUCTOR'S MANUAL & DIGITAL IMPLEMENTATION GUIDE TO ACCOMPANY
ESSENTIALS OF MARKETING 16E…… ..........................................................................................II-8
POWERPOINT LECTURE SLIDES AND SCRIPTS .............................................................................. II-9
BANK OF OBJECTIVE TEST QUESTIONS ......................................................................................... II-9
VIDEO PACKAGE FOR ESSENTIALS OF MARKETING 17E: TEACHING VIDEOS, VIDEO
CASES, AND iSEEIT! VIDEOS...................................................................................................... II-10
CONNECT FOR ESSENTIALS OF MARKETING 17E… ..................................................................... II-10
Connect Interactives… .................................................................................................................... II-10
Now in Connect – Marketing Analytics: Data to Knowledge… ....................................................... II-10
Connect Questions… ...................................................................................................................... II-11
LearnSmart Questions… ................................................................................................................. II-11
Practice Marketing simulation…...................................................................................................... II-11
FIND INSTRUCTOR RESOURCES ON CONNECT (LIBRARYINSTRUCTOR RESOURCES)
at the ONLINE LEARNING CENTER FOR ESSENTIALS OF MARKETING, 16e… ..................... II-12
AUTHOR BLOG FOR INSTRUCTORS – TEACH THE 4 PS…............................................................ II-13
PART III: IDEAS ABOUT TEACHING THE FIRST MARKETING COURSE ............... III-1
INTRODUCTION .................................................................................................................................. III-1
1. COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING .................................. III-2
Essentials of Marketing and P.L.U.S. Support Many Approaches ................................................. III-2
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
How Joe Cannon, author of Essentials of Marketing teaches his class (with syllabus) ............... III-10
2. SUGGESTIONS FOR WRITING COURSE OBJECTIVES ........................................................... III-16
, 3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES
WITH VARIOUS LENGTHS.............................................................................................................. I-16
4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING IN
YOUR CLASSROOM .................................................................................................................... III-17
5. COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND APPLICATION-BASED
ACTIVITIES .................................................................................................................................. III-18
Connect Assignments ................................................................................................................... III-18
Marketing Analytics: Data to Knowledge – In Connect… .............................................................. III-18
SmartBook 2.0 for Essentials of Marketing ................................................................................... III-19
Application-Based Activities .......................................................................................................... III-19
Putting it all Together .................................................................................................................... III-20
6. COMMENTS ON MARKETING ANALYTICS: DATA TO KNOWLEDGE ..................................... III-20
Problems with a Focus on Marketing Decision-Making ............................................................... III-20
Teaching/Learning Objectives ...................................................................................................... III-20
Specific Benefits of the Approach ................................................................................................ III-21
Complete Solutions to All of the Problems ................................................................................... III-21
Other Factors to Consider: Time Required .................................................................................. III-22
Content ......................................................................................................................................... III-22
Ideas on Ways to Incorporate the Problems in the Course ......................................................... III-23
7. COMMENTS ON WHAT’S NEXT? IN-CHAPTER BOXES ........................................................... III-23
8. COMMENTS ON THE ETHICAL DILEMMAS ............................................................................... III-23
9. COMMENTS ON MARKETING FOR A BETTER WORLD (#M4BW) BOXES AND IMAGES ...... III-24
10. COMMENTS ON THE MARKETING ANALYTICS IN ACTION ..................................................... III-24
11. COMMENTS ON THE END-OF-CHAPTER QUESTIONS AND PROBLEMS ............................ III-24
12. COMMENTS ON THE CASES ...................................................................................................... III-25
Overview of Marketing Situations in Cases ................................................................................. III-28
13. COMMENTS ON ESSENTIALS OF MARKETING’S OBJECTIVE TEST QUESTIONS ............. III-28
14. COMMENTS ON THE POWERPOINT LECTURE SLIDES AND YOUTUBE POWERPOINTS . III-29
YouTube PowerPoints ................................................................................................................... III-29
Table of YouTube PowerPoints and Chapter Links… ................................................................... III-31
15. COMMENTS ON THE INSTRUCTOR’S RESOURCE SITE TO ACCOMPANY ESSENTIALS
OF MARKETING ........................................................................................................................... III-42
16. COMMENTS ON VIDEOS ............................................................................................................. III-42
17. IDEAS FOR STUDENT PROJECTS ............................................................................................. III-43
18. FEEDBACK TO THE AUTHORS ................................................................................................... III-44
PART IV: CHAPTER-BY-CHAPTER AIDS – COMMENTS AND 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 USE OF ETHICAL DILEMMAS ...................................................................... IV-1-1
COMMENTS ON USE OF MARKETING ANALYTICS IN ACTION ........................................... IV-1-2
COMMENTS ON MARKETING FOR A BETTER WORLD (#M4BW) ........................................ IV-1-2
COMMENTS ON QUESTIONS AND PROBLEMS ..................................................................... IV-1-2
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ............................................................................................................... IV-1-8
COMMENTS ON USE OF SUGGESTED CASES ..................................................................... IV-1-8
DISCUSSION OF MARKETING ANALYTICS: DATA TO KNOWLEDGE ................................... IV-1-9
SUMMARY OF CONNECT INTERACTIVE EXERCISES & APPLICATION-BASED
ACTIVITIES ......................................................................................................................... IV-1-12
Digital Implementation
Guide
Essentials of Marketing, 18th edition
, Instructor’s Manual & Digital
Implementation Guide
Essentials of
Marketing
A Marketing Strategy Planning Approach
18th edition
, ESSENTIALS OF MARKETING, 17th EDITION INSTRUCTOR’S
MANUAL & DIGITAL IMPLEMENTATION GUIDE
Table of Contents
PART I: HOW TO USE THIS MANUAL ....................................................................... I-1
INTRODUCTION .................................................................................................................................... I-1
QUICK START GUIDES—A FASTER WAY TO GET STARTED .......................................................... I-1
OVERVIEW OF THIS MANUAL – A ROAD MAP .................................................................................. I-2
CONCLUDING REMARKS ..................................................................................................................... I-4
PART II: OVERVIEW OF THE MAJOR ELEMENTS OF P.L.U.S. .................................. II-1
INTRODUCTION ................................................................................................................................... II-1
ESSENTIALS OF MARKETING, 17th EDITION ................................................................................... II-1
WHAT’S NEW IN THIS EDITION OF ESSENTIALS OF MARKETING? .................................................Ii-2
Marketing for a Better World (#M4BW) ............................................................................................. II-2
Marketing Analytics …....................................................................................................................... II-3
Currency ............................................................................................................................................ II-3
Active Learning Exercises ................................................................................................................. II-3
Chapter-by-Chapter Updates .......................................................................................................... II-4
SMARTBOOK WITH LEARNSMART… .................................................................................................. II-8
INSTRUCTOR'S MANUAL & DIGITAL IMPLEMENTATION GUIDE TO ACCOMPANY
ESSENTIALS OF MARKETING 16E…… ..........................................................................................II-8
POWERPOINT LECTURE SLIDES AND SCRIPTS .............................................................................. II-9
BANK OF OBJECTIVE TEST QUESTIONS ......................................................................................... II-9
VIDEO PACKAGE FOR ESSENTIALS OF MARKETING 17E: TEACHING VIDEOS, VIDEO
CASES, AND iSEEIT! VIDEOS...................................................................................................... II-10
CONNECT FOR ESSENTIALS OF MARKETING 17E… ..................................................................... II-10
Connect Interactives… .................................................................................................................... II-10
Now in Connect – Marketing Analytics: Data to Knowledge… ....................................................... II-10
Connect Questions… ...................................................................................................................... II-11
LearnSmart Questions… ................................................................................................................. II-11
Practice Marketing simulation…...................................................................................................... II-11
FIND INSTRUCTOR RESOURCES ON CONNECT (LIBRARYINSTRUCTOR RESOURCES)
at the ONLINE LEARNING CENTER FOR ESSENTIALS OF MARKETING, 16e… ..................... II-12
AUTHOR BLOG FOR INSTRUCTORS – TEACH THE 4 PS…............................................................ II-13
PART III: IDEAS ABOUT TEACHING THE FIRST MARKETING COURSE ............... III-1
INTRODUCTION .................................................................................................................................. III-1
1. COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING .................................. III-2
Essentials of Marketing and P.L.U.S. Support Many Approaches ................................................. III-2
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
How Joe Cannon, author of Essentials of Marketing teaches his class (with syllabus) ............... III-10
2. SUGGESTIONS FOR WRITING COURSE OBJECTIVES ........................................................... III-16
, 3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES
WITH VARIOUS LENGTHS.............................................................................................................. I-16
4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING IN
YOUR CLASSROOM .................................................................................................................... III-17
5. COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND APPLICATION-BASED
ACTIVITIES .................................................................................................................................. III-18
Connect Assignments ................................................................................................................... III-18
Marketing Analytics: Data to Knowledge – In Connect… .............................................................. III-18
SmartBook 2.0 for Essentials of Marketing ................................................................................... III-19
Application-Based Activities .......................................................................................................... III-19
Putting it all Together .................................................................................................................... III-20
6. COMMENTS ON MARKETING ANALYTICS: DATA TO KNOWLEDGE ..................................... III-20
Problems with a Focus on Marketing Decision-Making ............................................................... III-20
Teaching/Learning Objectives ...................................................................................................... III-20
Specific Benefits of the Approach ................................................................................................ III-21
Complete Solutions to All of the Problems ................................................................................... III-21
Other Factors to Consider: Time Required .................................................................................. III-22
Content ......................................................................................................................................... III-22
Ideas on Ways to Incorporate the Problems in the Course ......................................................... III-23
7. COMMENTS ON WHAT’S NEXT? IN-CHAPTER BOXES ........................................................... III-23
8. COMMENTS ON THE ETHICAL DILEMMAS ............................................................................... III-23
9. COMMENTS ON MARKETING FOR A BETTER WORLD (#M4BW) BOXES AND IMAGES ...... III-24
10. COMMENTS ON THE MARKETING ANALYTICS IN ACTION ..................................................... III-24
11. COMMENTS ON THE END-OF-CHAPTER QUESTIONS AND PROBLEMS ............................ III-24
12. COMMENTS ON THE CASES ...................................................................................................... III-25
Overview of Marketing Situations in Cases ................................................................................. III-28
13. COMMENTS ON ESSENTIALS OF MARKETING’S OBJECTIVE TEST QUESTIONS ............. III-28
14. COMMENTS ON THE POWERPOINT LECTURE SLIDES AND YOUTUBE POWERPOINTS . III-29
YouTube PowerPoints ................................................................................................................... III-29
Table of YouTube PowerPoints and Chapter Links… ................................................................... III-31
15. COMMENTS ON THE INSTRUCTOR’S RESOURCE SITE TO ACCOMPANY ESSENTIALS
OF MARKETING ........................................................................................................................... III-42
16. COMMENTS ON VIDEOS ............................................................................................................. III-42
17. IDEAS FOR STUDENT PROJECTS ............................................................................................. III-43
18. FEEDBACK TO THE AUTHORS ................................................................................................... III-44
PART IV: CHAPTER-BY-CHAPTER AIDS – COMMENTS AND 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 USE OF ETHICAL DILEMMAS ...................................................................... IV-1-1
COMMENTS ON USE OF MARKETING ANALYTICS IN ACTION ........................................... IV-1-2
COMMENTS ON MARKETING FOR A BETTER WORLD (#M4BW) ........................................ IV-1-2
COMMENTS ON QUESTIONS AND PROBLEMS ..................................................................... IV-1-2
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ............................................................................................................... IV-1-8
COMMENTS ON USE OF SUGGESTED CASES ..................................................................... IV-1-8
DISCUSSION OF MARKETING ANALYTICS: DATA TO KNOWLEDGE ................................... IV-1-9
SUMMARY OF CONNECT INTERACTIVE EXERCISES & APPLICATION-BASED
ACTIVITIES ......................................................................................................................... IV-1-12
