Solutions Manual – Marketing, 2025 Release by Roger A. Kerin & Steven W. Hartley

** All Chapters included
** Applying Marketing Knowledge QAs
** Building Your Marketing Plan QAs
** Teaching Notes & Cases QAs

,Table of Contents are given below

1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Organizational and Marketing Strategies
3. Scanning the Marketing Environment
4. Ethical and Social Responsibility for Sustainable Marketing
5. Understanding Consumer Behavior
6. Understanding Organizations as Customers
7. Understanding and Reaching Global Consumers and Markets
8. Marketing Research: From Customer Insights to Actions
9. Market Segmentation, Targeting, and Positioning
10. Developing New Products and Services
11. Managing Successful Products, Services, and Brands
12. Services Marketing
13. Building the Price Foundation
14. Arriving at the Final Price
15. Managing Marketing Channels and Supply Chains
16. Retailing and Wholesaling
17. Implementing Interactive and Multichannel Marketing
18. Integrated Marketing Communications and Direct Marketing
19. Advertising, Sales Promotion, and Public Relations
20. Using Social Media and Mobile Marketing to Connect with Consumers
21. Personal Selling and Sales Management
22. Pulling It All Together: The Strategic Marketing Process

,Chapter 01—Creating Customer Relationships and Value through Marketing




1 CREATING CUSTOMER RELATIONSHIPS AND
VALUE THROUGH MARKETING
CHAPTER CONTENTS
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES ........................................... 1-2
LEARNING OBJECTIVES (LO) ......................................................................................... 1-3

KEY TERMS........................................................................................................................... 1-3
LECTURE NOTES
• Chapter Opener: Bombas: Marketing with a Mission! ............................................... 1-4
• What Is Marketing? (LO 1-1) ....................................................................................... 1-5
• How Marketing Discovers and Satisfies Consumer Needs (LO 1-2; LO 1-3) ............ 1-8
• The Marketing Program: How Customer Relationships Are Built (LO 1-4) .............. 1-12
• How Marketing Became So Important (LO 1-5) ........................................................ 1-16

APPLYING MARKETING KNOWLEDGE ...................................................................... 1-21
BUILDING YOUR MARKETING PLAN .......................................................................... 1-25
TEACHING NOTE FOR VIDEO CASE (VC)
• VC-1: Bombas: Creating Socks with a Purpose! ......................................................... 1-27

IN-CLASS ACTIVITIES (ICA)
• ICA 1-1: Designing a Candy Bar ................................................................................. 1-31
• ICA 1-2: What Makes a Better Mousetrap? ................................................................ 1-36

CONNECT EXERCISES ……………………………………………………….………… 1-42
• Customer Value and Relationship Strategies Grouping
• Four Ps of Marketing Grouping
• The Marketing Program: How Customer Relationships Are Built Labeling
• iSeeit! Video Case: Value Creation through the Marketing Mix Video Case
• Bombas: Creating Socks with a Purpose! Video Case
• What Is Marketed? Grouping

1-1

, Chapter 01—Creating Customer Relationships and Value through Marketing




POWERPOINT RESOURCES TO USE WITH LECTURES

PowerPoint
Textbook Figures Slide
Figure 1–1 The see-if-you’re-really-a-marketing-expert-test ......................................... 1-5

Figure 1–2 A marketing department relates to many people, organizations, and
environmental forces ..................................................................................... 1-9
Figure 1–3 Marketing seeks to discover consumer needs through research and then satisfy
them with a marketing program ................................................................... 1-14
Figure 1–4 Marketing programs for the launch of two Post-it® brand products targeted
at two target market segments....................................................................... 1-20
Figure 1–5 Four different orientations in the history of American business................... 1-23

Videos
1-1: Bombas Video ............................................................................................................... 1-3
1-2: Ray-Ban Stores Smart Glasses Video .......................................................................... 1-12
1-3: Zevia Ad ....................................................................................................................... 1-12
1-4: 3M Post-it® Flag Highlighter Ad ................................................................................. 1-19
1-5: The Hermitage Museum Video Tour ........................................................................... 1-26
1-6: Bombas Video Case ...................................................................................................... 1-28

In-Class Activities (ICA)
ICA 1-1: Designing a Candy Bar ......................................................................................... 1-30
ICA 1-2: What Makes a Better Mousetrap? ........................................................................ 1-33




1-2