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Chapter 1
Overview of Marketing
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
What Is Marketing?
Summing Up
Learning Objectives
LO 1-1 Define the role of marketing in organizations.
Marketing is the activity, set of institutions, and processes for creating, capturing,
communicating, delivering, and exchanging offerings that have value for customers, clients,
Better marketers are not concerned about just one transaction with their customers. They
recognize the value of loyal customers and strive to develop long-term relationships with them.
LO 1-2 Describe how marketers create value for a product or service.
Value represents the relationship of benefits to costs. Firms can improve their value by increasing
benefits, reducing costs, or both. The best firms integrate a value orientation into everything they
the supply chain, so the entire chain collectively can focus on the customer. The key to true
lasting relationship with their customers so those customers return again and again.
Extended Chapter Outline With Teaching Tips
I What Is Marketing? (PPT Slide 1-5, 6)
A. Marketing is about satisfying customer needs and wants. (PPT slide 1-7)
3. Place: Delivering the Value Proposition (PPT slide 1-12)
1 Production-Oriented Era
7. Value-Based Marketing Era
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 1-19)
1. What is the definition of marketing?
Answer: Marketing is the activity, set of institutions, and processes for creating,
2. Marketing is about satisfying _____ and _____.
3. What are the four components of the marketing mix?
4. Who can perform marketing?
Answer: Both individuals and organizations can perform marketing as marketing can
5. What are the various eras of marketing?
value-based era.
II What Is Value-Based Marketing? (PPT Slide 1-20)
A How Do Firms Become Value Driven? (PPT slide 1-22)
1 Sharing Information
8. Balancing Benefits with Costs
9. Building Relationships with Customers
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 1-24)
1 Does providing a good value mean selling at a low price?
products and services.
6. How are marketers connecting with customers using social and mobile media?
Answer: Marketers are steadily embracing new technologies, such as social and mobile
