Instructor Manual
by Susan Leshnower
Marketing Management
Seventeenth Edition
Kotler/Keller/Chernev
,CHAPTER
LEARNING OBJECTIVES
1 DEFINING MARKETING
FOR THE NEW
REALITIES
After studying this chapter, you should be able to:
1.1 Define the scope of marketing.
1.2 Describe the new marketing realities.
1.3 Explain the role of marketing in an organization.
1.4 Illustrate how to organize and manage a modern marketing department.
CHAPTER SUMMARY
1. Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders. Marketing
management is the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior
customer value.
2. Companies aim to create value by marketing goods, services, events, experiences, persons,
places, properties, organizations, information, and ideas. Firms must constantly move
forward. At greatest risk are those companies that fail to continually improve their
value offerings and marketing strategies.
3. Today’s marketplace is fundamentally different as a result of major societal
forces that have resulted in many new consumer and company capabilities. In
particular, technology, globalization, and social responsibility have created new
opportunities and challenges and significantly changed marketing management.
Companies seek the right balance of tried-and-true methods with breakthrough
new approaches to achieve marketing excellence.
4. The holistic marketing concept is based on the development, design, and
implementation of marketing programs, processes, and activities that are
grounded on breadth and interdependencies. Holistic marketing recognizes that
everything matters in marketing and that a broad, integrated perspective is often
necessary. The four components of holistic marketing are relationship
marketing, integrated marketing, internal marketing, and performance marketing.
OPENING THOUGHT
Good marketing is no accident. It is both an art and a science, and it results from careful
planning and execution using state-of-the-art tools and techniques. Skillful marketers are
continually updating classic practices and inventing new ones to find creative, practical ways
to adapt to new marketing realities. In this chapter, we lay the foundation for sound
marketing practices by reviewing important marketing concepts, tools, frameworks, and
issues. Marketing applies to a variety of different areas and is increasingly involving many
levels of the organization. Students who are not marketing majors may have some difficulty
accepting the encompassing role that marketing has on the other functional disciplines within
,a firm. For those students who have never been exposed to marketing and its components, the
instructor’s challenge is to educate the students about the world of marketing.
TEACHING STRATEGY AND CLASS ORGANIZATION
PROJECTS
1. Semester-Long Marketing Plan Project
An effective way to help students learn about marketing management is
through the actual creation of a marketing plan for a product or
service. This project is designed to accomplish such a task.
Dividing the class into groups, have each group decide on a ―fictional‖
consumer product or service they wish to bring to market. During the
course of the semester, each of the elements of the marketing plan,
coordinating with the text chapter, will be due for the instructor’s
review. The instructor is encouraged to review each submission and
suggest areas for improvement, for more detailed study, or if
acceptable, to allow the students to proceed to the next phase in
development. Students can use a computer program in creating their
proposals and submissions and in their final presentation(s). At the end
of the semester, each group is to present their entire marketing plan to
the class.
The following is an outline of this process:
Chapter # Title Element of the Marketing Plan Due
1 Defining Marketing for None; group formation and begin the
the New Realities process of selecting the product or
service.
2 Marketing Planning and Formation of groups; first
Management presentation of ―product‖ to
instructor for approval.
3 Analyzing Consumer Definitive data on the consumer for
Markets the product/service including all
demographic and other pertinent
information obtained and ready for
instructor’s approval.
4 Analyzing Business No report due for this chapter;
Markets allows students and instructor to
―catch up‖ on the project.
5 Conducting Marketing Initial marketing research
Research parameters completed; demand
forecasted and target market
selections defined.
6 Identifying Market Specific market segmentation,
Segments and Target targeting, and positioning
Customers statements by the students due.
7 Crafting a Customer At this point in the semester,
Value Proposition and student projects should include
Positioning their fictional product or
service’s brand positioning. In
relationship to the material
contained in the chapter, students
should have delineated and designed
a differentiated brand positioning
for their project.
, 8 Designing and Managing At this point in the semester-long
Products project, students should have set
their group project’s product or
service strategy. Instructors are
to evaluate their submissions on
the product (or service) features,
quality, and price and other
considerations of ―product‖ found
in this chapter.
9 Designing and Managing At this point in the semester-long
Services project, those students who have
selected a ―service‖ idea for the
marketing plan must submit their
offering. Students whose project is
a ―product-based‖ component do not
have anything to submit for this
chapter.
10 Building Strong Brands At this point in the semester,
students are to have their
―branding‖ strategy developed for
their project. Questions to have
been completed include the brand
name, its equity position, and the
decisions in developing the brand
strategy.
11 Managing Pricing and At this point in the semester-long
Sales Promotions project, students should be
prepared to hand in their pricing
strategy decisions for their
fictional product/service. In
reviewing this section, the
instructor should make sure that
the students have addressed all or
most of the material concerning
pricing covered in this chapter.
12 Managing Marketing At this point in the semester-long
Communications project, students should have
agreed upon their communication
campaign that spans different
media. The instructor is encouraged
to evaluate the submissions vis-à-
vis the material presented in this
chapter. In reviewing the
submissions, the instructor should
evaluate the continuity of the
message across all possible
communication media. (Students will
tend to concentrate their media on
television or on the internet and
exclude other forms such as
personal selling and radio.)
13 Designing an Integrated At this point in the semester-long
Marketing Campaign in project, students should submit
the Digital Age their advertising program including
proposal for digital
communications. The instructor is
encouraged to evaluate the
submissions vis-à-vis the material
presented in this chapter.
by Susan Leshnower
Marketing Management
Seventeenth Edition
Kotler/Keller/Chernev
,CHAPTER
LEARNING OBJECTIVES
1 DEFINING MARKETING
FOR THE NEW
REALITIES
After studying this chapter, you should be able to:
1.1 Define the scope of marketing.
1.2 Describe the new marketing realities.
1.3 Explain the role of marketing in an organization.
1.4 Illustrate how to organize and manage a modern marketing department.
CHAPTER SUMMARY
1. Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders. Marketing
management is the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior
customer value.
2. Companies aim to create value by marketing goods, services, events, experiences, persons,
places, properties, organizations, information, and ideas. Firms must constantly move
forward. At greatest risk are those companies that fail to continually improve their
value offerings and marketing strategies.
3. Today’s marketplace is fundamentally different as a result of major societal
forces that have resulted in many new consumer and company capabilities. In
particular, technology, globalization, and social responsibility have created new
opportunities and challenges and significantly changed marketing management.
Companies seek the right balance of tried-and-true methods with breakthrough
new approaches to achieve marketing excellence.
4. The holistic marketing concept is based on the development, design, and
implementation of marketing programs, processes, and activities that are
grounded on breadth and interdependencies. Holistic marketing recognizes that
everything matters in marketing and that a broad, integrated perspective is often
necessary. The four components of holistic marketing are relationship
marketing, integrated marketing, internal marketing, and performance marketing.
OPENING THOUGHT
Good marketing is no accident. It is both an art and a science, and it results from careful
planning and execution using state-of-the-art tools and techniques. Skillful marketers are
continually updating classic practices and inventing new ones to find creative, practical ways
to adapt to new marketing realities. In this chapter, we lay the foundation for sound
marketing practices by reviewing important marketing concepts, tools, frameworks, and
issues. Marketing applies to a variety of different areas and is increasingly involving many
levels of the organization. Students who are not marketing majors may have some difficulty
accepting the encompassing role that marketing has on the other functional disciplines within
,a firm. For those students who have never been exposed to marketing and its components, the
instructor’s challenge is to educate the students about the world of marketing.
TEACHING STRATEGY AND CLASS ORGANIZATION
PROJECTS
1. Semester-Long Marketing Plan Project
An effective way to help students learn about marketing management is
through the actual creation of a marketing plan for a product or
service. This project is designed to accomplish such a task.
Dividing the class into groups, have each group decide on a ―fictional‖
consumer product or service they wish to bring to market. During the
course of the semester, each of the elements of the marketing plan,
coordinating with the text chapter, will be due for the instructor’s
review. The instructor is encouraged to review each submission and
suggest areas for improvement, for more detailed study, or if
acceptable, to allow the students to proceed to the next phase in
development. Students can use a computer program in creating their
proposals and submissions and in their final presentation(s). At the end
of the semester, each group is to present their entire marketing plan to
the class.
The following is an outline of this process:
Chapter # Title Element of the Marketing Plan Due
1 Defining Marketing for None; group formation and begin the
the New Realities process of selecting the product or
service.
2 Marketing Planning and Formation of groups; first
Management presentation of ―product‖ to
instructor for approval.
3 Analyzing Consumer Definitive data on the consumer for
Markets the product/service including all
demographic and other pertinent
information obtained and ready for
instructor’s approval.
4 Analyzing Business No report due for this chapter;
Markets allows students and instructor to
―catch up‖ on the project.
5 Conducting Marketing Initial marketing research
Research parameters completed; demand
forecasted and target market
selections defined.
6 Identifying Market Specific market segmentation,
Segments and Target targeting, and positioning
Customers statements by the students due.
7 Crafting a Customer At this point in the semester,
Value Proposition and student projects should include
Positioning their fictional product or
service’s brand positioning. In
relationship to the material
contained in the chapter, students
should have delineated and designed
a differentiated brand positioning
for their project.
, 8 Designing and Managing At this point in the semester-long
Products project, students should have set
their group project’s product or
service strategy. Instructors are
to evaluate their submissions on
the product (or service) features,
quality, and price and other
considerations of ―product‖ found
in this chapter.
9 Designing and Managing At this point in the semester-long
Services project, those students who have
selected a ―service‖ idea for the
marketing plan must submit their
offering. Students whose project is
a ―product-based‖ component do not
have anything to submit for this
chapter.
10 Building Strong Brands At this point in the semester,
students are to have their
―branding‖ strategy developed for
their project. Questions to have
been completed include the brand
name, its equity position, and the
decisions in developing the brand
strategy.
11 Managing Pricing and At this point in the semester-long
Sales Promotions project, students should be
prepared to hand in their pricing
strategy decisions for their
fictional product/service. In
reviewing this section, the
instructor should make sure that
the students have addressed all or
most of the material concerning
pricing covered in this chapter.
12 Managing Marketing At this point in the semester-long
Communications project, students should have
agreed upon their communication
campaign that spans different
media. The instructor is encouraged
to evaluate the submissions vis-à-
vis the material presented in this
chapter. In reviewing the
submissions, the instructor should
evaluate the continuity of the
message across all possible
communication media. (Students will
tend to concentrate their media on
television or on the internet and
exclude other forms such as
personal selling and radio.)
13 Designing an Integrated At this point in the semester-long
Marketing Campaign in project, students should submit
the Digital Age their advertising program including
proposal for digital
communications. The instructor is
encouraged to evaluate the
submissions vis-à-vis the material
presented in this chapter.
