INSTRUCTOR MANUAL m
MKTG, 13th Edition, Charles W. Lamb
m m m m m
Chapterm1-19
Chapterm1
Table of Contents
m m
PurposemandmPerspectivemofmthemChapter ............................................................................................................. 2
CengagemSupplements ................................................................................................................................................. 2
LearningmOutcomes........................................................................................................................................................ 2
CompletemListmofmChaptermActivitiesmandmAssessments ................................................................................... 2
KeymTerms .......................................................................................................................................................................... 4
What'smNewminmThismChapter ...................................................................................................................................... 5
ChaptermOutline ............................................................................................................................................................... 5
DiscussionmQuestions ................................................................................................................................................. 11
AdditionalmActivitiesmandmAssignments ............................................................................................................... 11
AdditionalmResources.................................................................................................................................................. 16
ExternalmVideosmandmPlaylist ................................................................................................................... 16
Appendix ......................................................................................................................................................................... 17
GenericmRubrics ....................................................................................................................................... 17
StandardmWritingmRubric ......................................................................................................................... 17
StandardmDiscussionmRubric .................................................................................................................... 18
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 1
ymaccessible
website,minmwholemorminmpart.
,Purpose and Perspective of the Chapter
m m m m m
Thempurposemofmthismchaptermismtomdefinemmarketing,mwhichmismthemactivity,msetmofminstitutions,ma
ndmprocessesmformcreating,mcommunicating,mdelivering,mandmexchangingmofferingsmthatmhavemval
uemformcustomers,mclients,mpartners,mandmsocietymatmlarge.mThemchaptermintroducesmfourmtypesmof
mmarketingm philosophies:mproduction-orientation,msalesmorientation,mmarket-
orientation,mandmsocietalmmarketingmorientation.mItmdifferentiatesmbetweenmsales-mandmmarket-
orientedmfirms.mFinally,mthemchaptermprovidesmseveralmreasonsmwhymmarketingmismimportantmtomst
udy,mincludingmitsmroleminmthemallocationmofmgoodsmandmservices,munderstandingmbusinesses,mcrea
tingmcareermopportunities,mandmbecomingmanminformedmconsumer.
Cengage Supplements
m
Themfollowingmproduct-
levelmsupplementsmprovidemadditionalminformationmthatmmaymhelpmyouminmpreparingmyourmcour
se.mTheymaremavailableminmthemInstructormResourcemCenter.
TransitionmGuidem(providesminformationmaboutmwhat‘smnewmfrommeditionmtomedition)
Educator‘smGuidem(describesmassetsminmthemplatformmwithmamdetailedmbreakdownmofmactivi
tiesmbymchaptermwithmseatmtime)
PowerPointm(providesmtext-basedmlecturesmandmpresentations)
TestmBankm(containsmassessmentmquestionsmandmproblems)
GuidemtomTeachingmOnlinem(providesminformationmaboutmthemkeymassetsmwithinmthempro
ductmandmhowmtomimplement/facilitatemusemofmthemassetsminmsynchronousmandmasynchro
nousmteachingmenvironments)
AcceleratedmCoursemSyllabusm(providesmguidancemonmthemrecommendedmdeliverymofmcou
rsemmaterialsmgivenmam5-week,m8-week,m12-week,mandm16-weekmcourse)
MindTapmUsermGuidem(providesminformationmonmhowmtomnavigatemandmusemMindTap)
Learning Outcomes
m
Themfollowingmlearningmoutcomesmaremaddressedminmthismchapt
er:m1-1 Definemthemtermmmarketing.
1-2 Describemfourmmarketingmmanagementmphilosophies.
1-3 Discussmthemdifferencesmbetweenmsalesmandmmarketmorientatio
ns.m1-4 Describemseveralmreasonsmformstudyingmmarketing.
Complete List of Chapter Activities and Assessments
m m m m m m
FormadditionalmguidancemrefermtomthemTeachingmOnlinemGuide.
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 2
ymaccessible
website,minmwholemorminmpart.
,Learning PPTmslide Activity/Assessment Duration Certification
Outcome Standard
N/A MindTap:mWhymDoesmMa 5mminutes BUSPROG:
rketingmMattermtomMe? Reflective
Thinking
m
DISC:mCustomer
1-1 MindTap:mLearnmItm1- 5mminutes BUSPROG:
1:mWhatmIsmMarketing? Analytic
DISC:
m
MarketingmPlan
1-2 MindTap:mLearnmItm1- 5-10mminutes BUSPROG:
2:mMarketingmManagem Analytic
entmPhilosophies DISC:
m
MarketingmPlan
1-3 MindTap:mLearnmItm1-3: 15mminutes BUSPROG:
DifferencesmBetweenmSale Analytic
smandmMarketmOrientations DISC:mCustomer
1-4 MindTap:mLearnmItm1- 5mminutes BUSPROG:
4:mWhymStudymMarketing Analytic
DISC:
m
MarketingmPlan
1-1m–m1-4 MindTap:mAssignment 25mminutes BUSPROG:
Analytic
DISC:
m
MarketingmPlan
1-1m–m1-4 MindTap:mCasemActivity 15mminutes BUSPROG:
Analytic
DISC:mStrategy
1-1 3 IcebreakerminmPPT 5mminutes BUSPROG:
Reflective
Thinkingm
m
DISC:
MarketingmPlan
1-2 19 DiscussionminmPPT 10mminutes BUSPROG:
Analytic
DISC:mCustomer
1-2 21 GroupmActivitym1minmPPT 20-25mminutes BUSPROG:
Ethics
DISC:mResearch
1-3 42 KnowledgemCheckminmPPT 5mminutes BUSPROG:
Analytic
DISC:mStrategy
1-4 45 GroupmActivitym2minmPPT 20-25mminutes BUSPROG:
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 3
ymaccessible
website,minmwholemorminmpart.
, Communication
DISC:mResearch
[returnmtomtop]
Key Terms
m
BigmData:mthemdiscovery,minterpretation,mandmcommunicationmofmmeaningfulmpatternsminmdata.
Customermrelationshipmmanagementm(CRM):mamcompany-
widembusinessmstrategymdesignedmtomoptimizemprofitability,mrevenue,mandmcustomermsatisfactio
nmbymfocusingmonmhighlymdefinedmandmprecisemcustomermgroups.
Customermsatisfaction:mcustomers‘mevaluationmofmamgoodmormserviceminmtermsmofmwhethermit
mhasm
metmtheirmneedsmandmexpectations.
Customermvalue:mthemrelationshipmbetweenmbenefitsmandmthemsacrificemnecessarymtomobtainmth
osembenefits.
Empowerment:mdelegationmofmauthoritymtomsolvemcustomers‘mproblemsmquickly—
usuallymbymthemfirstmpersonmthemcustomermnotifiesmregardingmamproblem.
Exchange:mpeoplemgivingmupmsomethingminmordermtomreceivemsomethingmelsemtheymwouldmrat
hermhave.
Marketmorientation:mamphilosophymthatmassumesmthatmamsalemdoesmnotmdependmonmanmaggressi
vemsalesmforcembutmrathermonmamcustomer‘smdecisionmtompurchasemamproduct;mitmismsynonymousm
withmthemmarketingmconcept.
Marketing:mthemactivity,msetmofminstitutions,mandmprocessesmformcreating,mcommunicating,mdelive
ring,mandmexchangingmofferingsmthatmhavemvaluemformcustomers,mclients,mpartners,mandmsocietymat
mlarge.
Marketingmconcept:mthemideamthatmsocialmandmeconomicmjustificationmformanmorganizati
on‘smexistencemismthemsatisfactionmofmcustomermwantsmandmneedsmwhilemmeetingmorganiza
tionalmobjectives.
On-
demandmmarketing:mdeliveringmrelevantmexperiences,mintegratedmacrossmbothmphysicalmandmv
irtualmenvironments,mthroughoutmthemconsumer‘smdecisionmandmbuyingmprocess.
Productionmorientation:mamphilosophymthatmfocusesmonmtheminternalmcapabilitiesmofmthemfirmmra
thermthanmthemdesiresmandmneedsmofmthemmarketplace.
Relationshipmmarketing:mamstrategymthatmfocusesmonmkeepingmandmimprovingmrelationshipsm
withmcurrentmcustomers.
Salesmorientation:mthembeliefmthatmpeoplemwillmbuymmoremgoodsmandmservicesmifmaggressivems
alesmtechniquesmaremusedmandmthatmhighmsalesmresultminmhighmprofits.
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 4
ymaccessible
website,minmwholemorminmpart.
MKTG, 13th Edition, Charles W. Lamb
m m m m m
Chapterm1-19
Chapterm1
Table of Contents
m m
PurposemandmPerspectivemofmthemChapter ............................................................................................................. 2
CengagemSupplements ................................................................................................................................................. 2
LearningmOutcomes........................................................................................................................................................ 2
CompletemListmofmChaptermActivitiesmandmAssessments ................................................................................... 2
KeymTerms .......................................................................................................................................................................... 4
What'smNewminmThismChapter ...................................................................................................................................... 5
ChaptermOutline ............................................................................................................................................................... 5
DiscussionmQuestions ................................................................................................................................................. 11
AdditionalmActivitiesmandmAssignments ............................................................................................................... 11
AdditionalmResources.................................................................................................................................................. 16
ExternalmVideosmandmPlaylist ................................................................................................................... 16
Appendix ......................................................................................................................................................................... 17
GenericmRubrics ....................................................................................................................................... 17
StandardmWritingmRubric ......................................................................................................................... 17
StandardmDiscussionmRubric .................................................................................................................... 18
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 1
ymaccessible
website,minmwholemorminmpart.
,Purpose and Perspective of the Chapter
m m m m m
Thempurposemofmthismchaptermismtomdefinemmarketing,mwhichmismthemactivity,msetmofminstitutions,ma
ndmprocessesmformcreating,mcommunicating,mdelivering,mandmexchangingmofferingsmthatmhavemval
uemformcustomers,mclients,mpartners,mandmsocietymatmlarge.mThemchaptermintroducesmfourmtypesmof
mmarketingm philosophies:mproduction-orientation,msalesmorientation,mmarket-
orientation,mandmsocietalmmarketingmorientation.mItmdifferentiatesmbetweenmsales-mandmmarket-
orientedmfirms.mFinally,mthemchaptermprovidesmseveralmreasonsmwhymmarketingmismimportantmtomst
udy,mincludingmitsmroleminmthemallocationmofmgoodsmandmservices,munderstandingmbusinesses,mcrea
tingmcareermopportunities,mandmbecomingmanminformedmconsumer.
Cengage Supplements
m
Themfollowingmproduct-
levelmsupplementsmprovidemadditionalminformationmthatmmaymhelpmyouminmpreparingmyourmcour
se.mTheymaremavailableminmthemInstructormResourcemCenter.
TransitionmGuidem(providesminformationmaboutmwhat‘smnewmfrommeditionmtomedition)
Educator‘smGuidem(describesmassetsminmthemplatformmwithmamdetailedmbreakdownmofmactivi
tiesmbymchaptermwithmseatmtime)
PowerPointm(providesmtext-basedmlecturesmandmpresentations)
TestmBankm(containsmassessmentmquestionsmandmproblems)
GuidemtomTeachingmOnlinem(providesminformationmaboutmthemkeymassetsmwithinmthempro
ductmandmhowmtomimplement/facilitatemusemofmthemassetsminmsynchronousmandmasynchro
nousmteachingmenvironments)
AcceleratedmCoursemSyllabusm(providesmguidancemonmthemrecommendedmdeliverymofmcou
rsemmaterialsmgivenmam5-week,m8-week,m12-week,mandm16-weekmcourse)
MindTapmUsermGuidem(providesminformationmonmhowmtomnavigatemandmusemMindTap)
Learning Outcomes
m
Themfollowingmlearningmoutcomesmaremaddressedminmthismchapt
er:m1-1 Definemthemtermmmarketing.
1-2 Describemfourmmarketingmmanagementmphilosophies.
1-3 Discussmthemdifferencesmbetweenmsalesmandmmarketmorientatio
ns.m1-4 Describemseveralmreasonsmformstudyingmmarketing.
Complete List of Chapter Activities and Assessments
m m m m m m
FormadditionalmguidancemrefermtomthemTeachingmOnlinemGuide.
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 2
ymaccessible
website,minmwholemorminmpart.
,Learning PPTmslide Activity/Assessment Duration Certification
Outcome Standard
N/A MindTap:mWhymDoesmMa 5mminutes BUSPROG:
rketingmMattermtomMe? Reflective
Thinking
m
DISC:mCustomer
1-1 MindTap:mLearnmItm1- 5mminutes BUSPROG:
1:mWhatmIsmMarketing? Analytic
DISC:
m
MarketingmPlan
1-2 MindTap:mLearnmItm1- 5-10mminutes BUSPROG:
2:mMarketingmManagem Analytic
entmPhilosophies DISC:
m
MarketingmPlan
1-3 MindTap:mLearnmItm1-3: 15mminutes BUSPROG:
DifferencesmBetweenmSale Analytic
smandmMarketmOrientations DISC:mCustomer
1-4 MindTap:mLearnmItm1- 5mminutes BUSPROG:
4:mWhymStudymMarketing Analytic
DISC:
m
MarketingmPlan
1-1m–m1-4 MindTap:mAssignment 25mminutes BUSPROG:
Analytic
DISC:
m
MarketingmPlan
1-1m–m1-4 MindTap:mCasemActivity 15mminutes BUSPROG:
Analytic
DISC:mStrategy
1-1 3 IcebreakerminmPPT 5mminutes BUSPROG:
Reflective
Thinkingm
m
DISC:
MarketingmPlan
1-2 19 DiscussionminmPPT 10mminutes BUSPROG:
Analytic
DISC:mCustomer
1-2 21 GroupmActivitym1minmPPT 20-25mminutes BUSPROG:
Ethics
DISC:mResearch
1-3 42 KnowledgemCheckminmPPT 5mminutes BUSPROG:
Analytic
DISC:mStrategy
1-4 45 GroupmActivitym2minmPPT 20-25mminutes BUSPROG:
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 3
ymaccessible
website,minmwholemorminmpart.
, Communication
DISC:mResearch
[returnmtomtop]
Key Terms
m
BigmData:mthemdiscovery,minterpretation,mandmcommunicationmofmmeaningfulmpatternsminmdata.
Customermrelationshipmmanagementm(CRM):mamcompany-
widembusinessmstrategymdesignedmtomoptimizemprofitability,mrevenue,mandmcustomermsatisfactio
nmbymfocusingmonmhighlymdefinedmandmprecisemcustomermgroups.
Customermsatisfaction:mcustomers‘mevaluationmofmamgoodmormserviceminmtermsmofmwhethermit
mhasm
metmtheirmneedsmandmexpectations.
Customermvalue:mthemrelationshipmbetweenmbenefitsmandmthemsacrificemnecessarymtomobtainmth
osembenefits.
Empowerment:mdelegationmofmauthoritymtomsolvemcustomers‘mproblemsmquickly—
usuallymbymthemfirstmpersonmthemcustomermnotifiesmregardingmamproblem.
Exchange:mpeoplemgivingmupmsomethingminmordermtomreceivemsomethingmelsemtheymwouldmrat
hermhave.
Marketmorientation:mamphilosophymthatmassumesmthatmamsalemdoesmnotmdependmonmanmaggressi
vemsalesmforcembutmrathermonmamcustomer‘smdecisionmtompurchasemamproduct;mitmismsynonymousm
withmthemmarketingmconcept.
Marketing:mthemactivity,msetmofminstitutions,mandmprocessesmformcreating,mcommunicating,mdelive
ring,mandmexchangingmofferingsmthatmhavemvaluemformcustomers,mclients,mpartners,mandmsocietymat
mlarge.
Marketingmconcept:mthemideamthatmsocialmandmeconomicmjustificationmformanmorganizati
on‘smexistencemismthemsatisfactionmofmcustomermwantsmandmneedsmwhilemmeetingmorganiza
tionalmobjectives.
On-
demandmmarketing:mdeliveringmrelevantmexperiences,mintegratedmacrossmbothmphysicalmandmv
irtualmenvironments,mthroughoutmthemconsumer‘smdecisionmandmbuyingmprocess.
Productionmorientation:mamphilosophymthatmfocusesmonmtheminternalmcapabilitiesmofmthemfirmmra
thermthanmthemdesiresmandmneedsmofmthemmarketplace.
Relationshipmmarketing:mamstrategymthatmfocusesmonmkeepingmandmimprovingmrelationshipsm
withmcurrentmcustomers.
Salesmorientation:mthembeliefmthatmpeoplemwillmbuymmoremgoodsmandmservicesmifmaggressivems
alesmtechniquesmaremusedmandmthatmhighmsalesmresultminmhighmprofits.
©m2022mCengage.mAllmRightsmReserved.mMaymnotmbemscanned,mcopiedmormduplicated,mormpostedmtomampublicl 4
ymaccessible
website,minmwholemorminmpart.
