INSTRUCTOR'S RESOURCE MANUAL
** All Chapters included
** Discussion and Critical
Thinking Exercises
** Applications and Cases
,Table of Contents are given below
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer
Engagement, Value, and Relationships
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior
7. Customer Value–Driven Marketing Strategy: Creating Value for Target
Customers
8. Products, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Advanced Topics
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Digital Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
, Chapter 1
MARKETING: CREATING CUSTOMER VALUE AND
ENGAGEMENT
MARKETING STARTER: CHAPTER 1
AMAZON: Obsessed with Creating Customer Value, Engagement, and
Relationships
Synopsis
Amazon, which was founded in 1995 as a book store, has experienced explosive growth by moving beyond online
selling to physical stores, video and music streaming, cloud services, and the Internet of Things, which allowed it to
grow revenue to $638 billion, an increase of 36% in just 3 years. Its CEO, Jeff Bezos, said that Amazon’s success is
due to its obsession with customers. It is driven to create genuine value and special experiences for customers.
Selection, convenience, and value are the foundation stones of the Amazon experience, and Amazon has introduced
innovations that make shopping easier (e.g., 1-Click ordering; Alexa; fast delivery; Dash Cart).
Discussion Objective
An active 10-minute discussion of the Amazon story will help link students to key foundational marketing concepts.
Amazon provides an excellent vehicle for introducing the overall marketing framework presented in Chapter 1 and
throughout the text: Good marketing is all about creating value for customers and building strong customer
relationships in order to capture value from customers in return.
Starting the Discussion
To start the discussion, ask the class to share their experiences with Amazon. What attracts them to Amazon? What is
it about the customer experience that is so enticing?
Next, pull up Amazon’s Facebook page. Click on articles and links to explore further. Together, note the variety of
approaches Amazon takes and the focus on customers. Investigate Amazon’s other media, including the company’s
website, Twitter, Snapchat, and YouTube. In what ways does Amazon’s focus on customer service show through?
You should be familiar with these websites in advance so that you can move purposefully to keep the discussion
moving. However, let the class discussion interactively guide the sites that you explore, taking you deeper into each
page. Start with the first question below, and then ask other questions as the discussion allows. Throughout the
discussion, keep your objective firmly in mind: to emphasize that good marketing is all about creating value for
customers and managing customer relationships in order to capture value from customers in return. The final question
leads the class into Chapter 1 and the discussion for the day. Have fun with this one!
Discussion Questions
1. The first marketing story in the text is about Amazon. Let’s go to Amazon’s Facebook page. What stands out
about Amazon? Go to Amazon’s other media channels to find examples of how Amazon connects the
company and the customers.
2. How does the Amazon shopping experience affect performance? The company has grown astronomically in
market share and strength of customer relationships, due largely to its customer satisfaction and customer
experience.
3. Why did the authors choose Amazon as the very first company to highlight in the first chapter of the text?
How does this opening story relate to the major points made in the rest of the chapter? (This question should
lead naturally into major Chapter 1 concepts: What is marketing and what is the marketing process? What is
customer-driven marketing? Why are customer value, customer satisfaction, and customer relationships so
important?)
1-1
, CHAPTER PREVIEW
In this chapter, we introduce the basic concepts of marketing. It starts with the question, “What is
marketing?” Simply put, marketing is managing profitable customer relationships. The aim of
marketing is to create value for customers and to capture value from customers in return. Next, the
five steps in the marketing process are discussed—from understanding customer needs, to
designing customer-driven marketing strategies and integrated marketing programs, to building
customer relationships and capturing value for the firm. Finally, there is a discussion of the major
trends and forces affecting marketing in this age of digital, mobile, and social media.
CHAPTER OBJECTIVES
1. Define marketing and outline the steps in the marketing process.
2. Explain the importance of understanding the marketplace and customers and identify the
five core marketplace concepts.
3. Identify the key elements of a customer value–driven marketing strategy and discuss the
marketing management orientations that guide marketing strategy.
4. Discuss customer relationship management and identify strategies for creating value for
customers and capturing value from customers in return.
5. Describe the major trends and forces that are changing the marketing landscape in this age
of relationships.
CHAPTER OUTLINE
INTRODUCTION
Opening Vignette Questions Photo: Amazon
1. The first marketing story in the text is about Amazon. logo
What stands out about Amazon?
2. How does the Amazon shopping experience affect
performance?
3. Why did the authors choose Amazon as the very first
company to highlight in the first chapter of the text?
How does this opening story relate to the major points
made in the rest of the chapter?
1-2
** All Chapters included
** Discussion and Critical
Thinking Exercises
** Applications and Cases
,Table of Contents are given below
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer
Engagement, Value, and Relationships
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior
7. Customer Value–Driven Marketing Strategy: Creating Value for Target
Customers
8. Products, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Advanced Topics
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Digital Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
, Chapter 1
MARKETING: CREATING CUSTOMER VALUE AND
ENGAGEMENT
MARKETING STARTER: CHAPTER 1
AMAZON: Obsessed with Creating Customer Value, Engagement, and
Relationships
Synopsis
Amazon, which was founded in 1995 as a book store, has experienced explosive growth by moving beyond online
selling to physical stores, video and music streaming, cloud services, and the Internet of Things, which allowed it to
grow revenue to $638 billion, an increase of 36% in just 3 years. Its CEO, Jeff Bezos, said that Amazon’s success is
due to its obsession with customers. It is driven to create genuine value and special experiences for customers.
Selection, convenience, and value are the foundation stones of the Amazon experience, and Amazon has introduced
innovations that make shopping easier (e.g., 1-Click ordering; Alexa; fast delivery; Dash Cart).
Discussion Objective
An active 10-minute discussion of the Amazon story will help link students to key foundational marketing concepts.
Amazon provides an excellent vehicle for introducing the overall marketing framework presented in Chapter 1 and
throughout the text: Good marketing is all about creating value for customers and building strong customer
relationships in order to capture value from customers in return.
Starting the Discussion
To start the discussion, ask the class to share their experiences with Amazon. What attracts them to Amazon? What is
it about the customer experience that is so enticing?
Next, pull up Amazon’s Facebook page. Click on articles and links to explore further. Together, note the variety of
approaches Amazon takes and the focus on customers. Investigate Amazon’s other media, including the company’s
website, Twitter, Snapchat, and YouTube. In what ways does Amazon’s focus on customer service show through?
You should be familiar with these websites in advance so that you can move purposefully to keep the discussion
moving. However, let the class discussion interactively guide the sites that you explore, taking you deeper into each
page. Start with the first question below, and then ask other questions as the discussion allows. Throughout the
discussion, keep your objective firmly in mind: to emphasize that good marketing is all about creating value for
customers and managing customer relationships in order to capture value from customers in return. The final question
leads the class into Chapter 1 and the discussion for the day. Have fun with this one!
Discussion Questions
1. The first marketing story in the text is about Amazon. Let’s go to Amazon’s Facebook page. What stands out
about Amazon? Go to Amazon’s other media channels to find examples of how Amazon connects the
company and the customers.
2. How does the Amazon shopping experience affect performance? The company has grown astronomically in
market share and strength of customer relationships, due largely to its customer satisfaction and customer
experience.
3. Why did the authors choose Amazon as the very first company to highlight in the first chapter of the text?
How does this opening story relate to the major points made in the rest of the chapter? (This question should
lead naturally into major Chapter 1 concepts: What is marketing and what is the marketing process? What is
customer-driven marketing? Why are customer value, customer satisfaction, and customer relationships so
important?)
1-1
, CHAPTER PREVIEW
In this chapter, we introduce the basic concepts of marketing. It starts with the question, “What is
marketing?” Simply put, marketing is managing profitable customer relationships. The aim of
marketing is to create value for customers and to capture value from customers in return. Next, the
five steps in the marketing process are discussed—from understanding customer needs, to
designing customer-driven marketing strategies and integrated marketing programs, to building
customer relationships and capturing value for the firm. Finally, there is a discussion of the major
trends and forces affecting marketing in this age of digital, mobile, and social media.
CHAPTER OBJECTIVES
1. Define marketing and outline the steps in the marketing process.
2. Explain the importance of understanding the marketplace and customers and identify the
five core marketplace concepts.
3. Identify the key elements of a customer value–driven marketing strategy and discuss the
marketing management orientations that guide marketing strategy.
4. Discuss customer relationship management and identify strategies for creating value for
customers and capturing value from customers in return.
5. Describe the major trends and forces that are changing the marketing landscape in this age
of relationships.
CHAPTER OUTLINE
INTRODUCTION
Opening Vignette Questions Photo: Amazon
1. The first marketing story in the text is about Amazon. logo
What stands out about Amazon?
2. How does the Amazon shopping experience affect
performance?
3. Why did the authors choose Amazon as the very first
company to highlight in the first chapter of the text?
How does this opening story relate to the major points
made in the rest of the chapter?
1-2
