Marketing The Core
7th Canadian Edition by Roger Kerin
Complete Chapter Solutions Manual
are included (Ch 1 to 50)
** Immediate Download
** Swift Response
** All Chapters included
, MARKETING FUNDAMENTALS
PAGE
STUDENT LEARNING OBJECTIVES ................................................................................ 1-2
KEY TERMS, CONCEPTS & MARKETING TIP ............................................................. 1-2
LECTURE NOTES & ANSWERS TO IN-TEXT QUESTIONS
• Opening Vignette – Hush .............................................................................................. 1-3
• What is Marketing? ........................................................................................................ 1-4
• The Role of Marketing ................................................................................................... 1-5
• The Marketing Process........................................................................................................ 1-6
• The Evolution of Business Philosophies........................................................................ 1-7
• New and Evolving Marketing Practices ........................................................................ 1-8
• Marketing Careers ......................................................................................................... 1-11
QUESTIONS AND ANSWERS TO END-OF CHAPTER MATERIAL .......................... 1-12
QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES
• Applying Marketing Concepts and Perspectives ............................................................... 1-13
• Internet Exercise ............................................................................................................. 1-15
BRING IT TO LIFE
VIDEO CASE – BOMBAS: CREATING SOCKS WITH A PURPOSE!
• Synopsis, Teaching Suggestions, Questions & Answers .............................................. 1-16
MARKETING MATTERS / MAKING RESPONSIBLE DECISIONS - MARKETING
THE ‘MO’/BENEVITY – MAKING CSR THE BRAND/THE ETHICS OF
GREENWASHING
• Synopsis and Discussion Questions .............................................................................. 1-19
IN-CLASS ACTIVITY - OREOS
• Instructions, Handout, and Worksheet .......................................................................... 1-24
METRICS ASSIGNMENT
• Industry and Company Sales Forecasting ...................................................................... 1-29
Instructor’s Manual to accompany Marketing: The Core, 7th Canadian Edition
1-1
, STUDENT LEARNING OBJECTIVES
After reading this chapter students should be able to:
• Explain the role of marketing in an organization and the importance of meeting customer
needs.
• Define and analyze elements of the marketing mix.
• Outline the steps in the marketing process.
• Differentiate between goods, services, and ideas.
• Describe the evolution of different business philosophies.
• Describe new and evolving marketing practices.
• Summarize careers that exist in marketing.
KEY TERMS AND CONCEPTS
analytics mobile marketing
content marketing need
corporate social responsibility (CSR) partnership marketing
customer lifetime value place
customer relationship management (CRM) price
customer value proposition product
dashboards production orientation
digital marketing promotion
exchange relationship marketing
experiential marketing sales orientation
good service
greenwashing share of wallet
idea social media
market social media marketing
marketing societal marketing concept
marketing mix strategic alliance
marketing orientation target market
marketing process want
metrics
MARKETING TIP
For this particular chapter we look to Richard Bartrem, Vice President of Marketing
Communications at WestJet, for his MARKETING TIP. You may wish to use this at the start of
a class, after a break, or to summarize the material at the end of a session. Depending on the
quote, this MARKETING TIP can also prompt interesting class discussions. The quote for this
chapter is as follows:
Instructor’s Manual to accompany Marketing: The Core, 7th Canadian Edition
1-2
, “We take our job seriously, not ourselves. Our brand expression of personality has changed
over the past 23 years to meet the changing needs of our customers.”
LECTURE NOTES
CHAPTER 1 OPENING VIGNETTE – HUSH
This chapter begins with an introduction to the fundamentals of marketing and an explanation of
the building blocks and concepts used by marketers to reach customers. It also touches on
evolving areas to ensure that new approaches are top of mind with readers. We examine Hush, a
Canadian company focused on helping consumers improve their nights of sleep.
Lifetime friends Lior Ohayon and Aaron Spivak founded Hush in 2017. Their personal
experiences working in nutrition and wellness as well as with special needs children in summer
camps allowed them to realize the benefits of weighted blankets. Weighted blankets range from
five to 30 pounds. Their weight places pressure on the body and alleviates anxiety and stress.
This ultimately helps users have a good night's sleep.
In 2019, Ohayon and Spivak appeared on Dragons' Den—a business pitch TV program airing on
CBC. They demoed their weighted blanket with zipper tech, giving consumers the ability to
safely wash their blankets, and their Ice Blankets, developed to help hot sleepers stay cool. After
receiving offers from all six Dragons, the founders accepted an offer of $400,000 for 8 percent of
their company from Jim Treliving and Laine Merrifield.
Part of the founders' pitch included their GiveBack blanket donation program, where one blanket
is donated for every five kid's weighted blankets sold and one is also donated for every ten adult
blankets sold. This support for the community helps kids with special needs and terminal
illnesses, and adults with disabilities or in homeless shelters.
Hush designed its products with consumers in mind. Based on direct feedback, in 2017 Ohayon
and Spivak designed a blanket that could replace a duvet—the blankets looked good when used
and covered the sides of the mattress. This was a stark shift from other weighted blankets in the
market that sat on top of the mattress but still showed its sides. By summer 2018, however, sales
had fallen. The founders once again reached out to consumers and learned that they did not want
a weighted blanket in the summer since it was too hot. This sparked the idea of developing the
Ice Blanket weighted blanket that keeps consumers cool in the summer. All this research and
development was funded by a Kickstarter campaign that raised over $1.3 million.
Ohayon and Spivak are problem solvers who help their consumers reach their functional and
aspirational goals. Although their promotional activities are mostly digital and include young and
robust individuals, Hush's actual consumers are mainly between the ages of 33 and 55. They
want to feel young and hip and/or are looking to solve a functional concern they have such as
anxiety, insomnia, stress, or a sleep disorder.
Without any of their own physical retail locations, Hush has relied on digital selling tactics on
their website. They consistently have a sales promotion that incents customers to purchase, and
Instructor’s Manual to accompany Marketing: The Core, 7th Canadian Edition
1-3
7th Canadian Edition by Roger Kerin
Complete Chapter Solutions Manual
are included (Ch 1 to 50)
** Immediate Download
** Swift Response
** All Chapters included
, MARKETING FUNDAMENTALS
PAGE
STUDENT LEARNING OBJECTIVES ................................................................................ 1-2
KEY TERMS, CONCEPTS & MARKETING TIP ............................................................. 1-2
LECTURE NOTES & ANSWERS TO IN-TEXT QUESTIONS
• Opening Vignette – Hush .............................................................................................. 1-3
• What is Marketing? ........................................................................................................ 1-4
• The Role of Marketing ................................................................................................... 1-5
• The Marketing Process........................................................................................................ 1-6
• The Evolution of Business Philosophies........................................................................ 1-7
• New and Evolving Marketing Practices ........................................................................ 1-8
• Marketing Careers ......................................................................................................... 1-11
QUESTIONS AND ANSWERS TO END-OF CHAPTER MATERIAL .......................... 1-12
QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES
• Applying Marketing Concepts and Perspectives ............................................................... 1-13
• Internet Exercise ............................................................................................................. 1-15
BRING IT TO LIFE
VIDEO CASE – BOMBAS: CREATING SOCKS WITH A PURPOSE!
• Synopsis, Teaching Suggestions, Questions & Answers .............................................. 1-16
MARKETING MATTERS / MAKING RESPONSIBLE DECISIONS - MARKETING
THE ‘MO’/BENEVITY – MAKING CSR THE BRAND/THE ETHICS OF
GREENWASHING
• Synopsis and Discussion Questions .............................................................................. 1-19
IN-CLASS ACTIVITY - OREOS
• Instructions, Handout, and Worksheet .......................................................................... 1-24
METRICS ASSIGNMENT
• Industry and Company Sales Forecasting ...................................................................... 1-29
Instructor’s Manual to accompany Marketing: The Core, 7th Canadian Edition
1-1
, STUDENT LEARNING OBJECTIVES
After reading this chapter students should be able to:
• Explain the role of marketing in an organization and the importance of meeting customer
needs.
• Define and analyze elements of the marketing mix.
• Outline the steps in the marketing process.
• Differentiate between goods, services, and ideas.
• Describe the evolution of different business philosophies.
• Describe new and evolving marketing practices.
• Summarize careers that exist in marketing.
KEY TERMS AND CONCEPTS
analytics mobile marketing
content marketing need
corporate social responsibility (CSR) partnership marketing
customer lifetime value place
customer relationship management (CRM) price
customer value proposition product
dashboards production orientation
digital marketing promotion
exchange relationship marketing
experiential marketing sales orientation
good service
greenwashing share of wallet
idea social media
market social media marketing
marketing societal marketing concept
marketing mix strategic alliance
marketing orientation target market
marketing process want
metrics
MARKETING TIP
For this particular chapter we look to Richard Bartrem, Vice President of Marketing
Communications at WestJet, for his MARKETING TIP. You may wish to use this at the start of
a class, after a break, or to summarize the material at the end of a session. Depending on the
quote, this MARKETING TIP can also prompt interesting class discussions. The quote for this
chapter is as follows:
Instructor’s Manual to accompany Marketing: The Core, 7th Canadian Edition
1-2
, “We take our job seriously, not ourselves. Our brand expression of personality has changed
over the past 23 years to meet the changing needs of our customers.”
LECTURE NOTES
CHAPTER 1 OPENING VIGNETTE – HUSH
This chapter begins with an introduction to the fundamentals of marketing and an explanation of
the building blocks and concepts used by marketers to reach customers. It also touches on
evolving areas to ensure that new approaches are top of mind with readers. We examine Hush, a
Canadian company focused on helping consumers improve their nights of sleep.
Lifetime friends Lior Ohayon and Aaron Spivak founded Hush in 2017. Their personal
experiences working in nutrition and wellness as well as with special needs children in summer
camps allowed them to realize the benefits of weighted blankets. Weighted blankets range from
five to 30 pounds. Their weight places pressure on the body and alleviates anxiety and stress.
This ultimately helps users have a good night's sleep.
In 2019, Ohayon and Spivak appeared on Dragons' Den—a business pitch TV program airing on
CBC. They demoed their weighted blanket with zipper tech, giving consumers the ability to
safely wash their blankets, and their Ice Blankets, developed to help hot sleepers stay cool. After
receiving offers from all six Dragons, the founders accepted an offer of $400,000 for 8 percent of
their company from Jim Treliving and Laine Merrifield.
Part of the founders' pitch included their GiveBack blanket donation program, where one blanket
is donated for every five kid's weighted blankets sold and one is also donated for every ten adult
blankets sold. This support for the community helps kids with special needs and terminal
illnesses, and adults with disabilities or in homeless shelters.
Hush designed its products with consumers in mind. Based on direct feedback, in 2017 Ohayon
and Spivak designed a blanket that could replace a duvet—the blankets looked good when used
and covered the sides of the mattress. This was a stark shift from other weighted blankets in the
market that sat on top of the mattress but still showed its sides. By summer 2018, however, sales
had fallen. The founders once again reached out to consumers and learned that they did not want
a weighted blanket in the summer since it was too hot. This sparked the idea of developing the
Ice Blanket weighted blanket that keeps consumers cool in the summer. All this research and
development was funded by a Kickstarter campaign that raised over $1.3 million.
Ohayon and Spivak are problem solvers who help their consumers reach their functional and
aspirational goals. Although their promotional activities are mostly digital and include young and
robust individuals, Hush's actual consumers are mainly between the ages of 33 and 55. They
want to feel young and hip and/or are looking to solve a functional concern they have such as
anxiety, insomnia, stress, or a sleep disorder.
Without any of their own physical retail locations, Hush has relied on digital selling tactics on
their website. They consistently have a sales promotion that incents customers to purchase, and
Instructor’s Manual to accompany Marketing: The Core, 7th Canadian Edition
1-3
