Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Chapter 1 - Overview of Marketing Marketing 6th
Answers to End of Chapter Learning Aids
Marketing Digitally
1. Visit Godiva (www.godiva.com) and Hershey’s (www.hersheys.com). What value do these
chocolatiers provide customers? How is the value proposition different?
2. Go to Facebook.com and click on “About” at the bottom of the page and then click on the
About tab. What is Facebook’s mission? How could a marketer use Facebook, and what other
social media tools could they use? What are the drawbacks a marketer might face when using
Facebook to communicate with their customers?
3. Visit Mondelēz International’s website (www.mondelezinternational.com) and then click on the
“Brand Family” link. In what major categories does Mondelēz have brands? Can you identify
related categories in which the company should compete?
Marketing Applications
1. Do you know the difference between needs and wants? When companies that sell coffee
develop their marketing strategy, do they concentrate on satisfying their customers’ needs or
wants? What about a utility company, such as the local power company? A humanitarian
agency, such as Doctors without Borders?
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 1
Chapter 1 - Overview of Marketing Marketing 6th
2. People can apply marketing principles to finding a job. If the person looking for a job is the
product, describe the other three Ps.
Students should define the remaining Ps in the marketing mix and better define the product P. In addition,
answers should consider how a person seeking employment can offer value to a potential employer and
3. What is the difference between a good and a service? When you buy a music subscription on
Pandora, are you buying a good or service? Would your answer be different if you bought an
MP3 album on Amazon?
4. One of your friends was recently watching TV and saw an advertisement that she liked. She
said, “Wow that was great marketing!” Was the ad, in fact, marketing?
Students frequently associate advertising with marketing, but fail to recognize that advertising is just one
5. Using the four Ps, discuss how the Apple iBeacon will create value for customers.
iBeacon is software that works as a location service, such that transmitters can send messages to
6. Columbia Sportswear sells a men’s fleece vest for $36 and an Omni-Heat Jacket for $1,200. Is
Columbia Sportswear providing the target markets for these products with a good value?
Explain your answer.
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 2
Chapter 1 - Overview of Marketing Marketing 6th
7. Assume you have been hired into the marketing department of a major consumer products
manufacturer such as Nike. You are having lunch with some new colleagues in other
departments—finance, manufacturing, and logistics. They are arguing that the company could
save millions of dollars if it just got rid of the marketing department. Develop an argument that
would persuade them otherwise.
This scenario forces students to think about the purpose and value of marketing in an organizational
8. Why do marketers like Apple find it important to embrace societal needs and ethical business
practices? Provide an example of a societal need or ethical business practice that Apple is
addressing.
This question centers on the role of social and ethical issues in a marketing context. Students might
The Apple Supplier Code of Conduct
oOur Supplier Code of Conduct outlines our high standards for creating safer working
Clean Energy Program
oIn 2015, we launched our Clean Energy Program to reduce carbon emissions across our
Quiz Yourself
1. Which of the following illustrates marketing’s direct impact on consumers?
a. Marketing advises production about how much product to manufacture.
b. Marketing creates long-lasting relationships between the firm and its suppliers.
c. Marketing helps firms expand globally.
d. Marketing helps consumers learn about new products and services.
e. Marketing advises logistics about when to ship products.
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 3
Chapter 1 - Overview of Marketing Marketing 6th
2. The _____ consists of the product, price, place, and promotion of an offering
a. marketing exchange
b. marketing mix
c. channel of distribution
d. value proposition
e. marketing plan
Chapter Case Study: From Beans to Pralines: The Global Chocolate Market
1. Choose one of the supply chain members of the chocolate market described in this case
study and detail how it adds value through its marketing efforts.
Students will choose various supply chain members. Here is a typical supply chain for chocolate:
2. Describe the market for chocolates in the United States. In your discussion explain:
What type(s) of people do they sell to?
How do they appeal to those different groups of people?
How do those people typically procure the products?
Is there a difference between how and why different groups purchase chocolate?
According to Mintel’s Chocolate Confectionery report (2015), “more than half (53 percent) of US
consumers eat chocolate once a week or more.”
Compare and contrast how those two “players” use the four Ps.
Godiva
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 4
Chapter 1 - Overview of Marketing Marketing 6th
Additional Teaching Tips
In this chapter, the goal is to provide an overview of marketing and encourage students to think about the
specific aspects of the marketing mix.
Place is one of the most difficult concepts for students because it is largely invisible to them as
consumers. They touch hard goods, experience services, view and hear promotions, and pay for what
they buy, but it can seem that products almost appear magically. One recent trend among environmentally
conscious consumers is to seek out products produced within a 100-mile radius of their hometowns.
Buying these products reduces costs and detrimental environmental effects by reducing emissions
associated with transportation and storage. Students should visit local grocery markets, identify goods,
and investigate how far the products traveled (and by what means) to reach the store’s shelves. From this
experience, a rich discussion of both distribution decisions and marketing’s impact on society can evolve.
To make the eras of marketing clear to students, divide the class into groups with each group assigned to
a specific era. Ask the students to identify a business that adheres to their assigned era in terms of its
business philosophy and approach. They should present the business to the class with evidence of the
business’s philosophy. Each brief presentation should include an assessment of whether the orientation is
appropriate to the business given its competitive environment, target audience, and positioning strategy
and if not, what orientation would be best.
Coect Activities
Activity Type Learning Objectives 01-
01 02 03
Zipcar: Creating Value in the Marketplace Case Analysis X X X
The Marketing Mix: Travel Goods and Services Click & Drag X
ZipCar: Creating Value in the Marketplace
Activity Type: Case Analysis
Learning Objectives: 01-01, 01-02, 01-03
Difficulty: Medium
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 5
Chapter 1 - Overview of Marketing Marketing 6th
Activity
Introduction: Nearly a decade ago, the founders of Zipcar decided to bring the car-sharing
Concept Review: Understanding the marketplace, and especially consumers’ needs and wants, is
Follow-up Activity
Zipcar has a special program targeted at universities. Ask the students the following questions:
How might students’ wants and needs differ from those of Zipcar customers in general?
The Marketing Mix: Travel Goods and Services
Activity Type: Click & Drag
Learning Objectives: 01-01
Difficulty: Medium
Activity Summary: The student is presented with eight marketing activities performed by two travel
Activity
Introduction: Two travel-oriented companies—one a producer of goods, the other a service provider
Concept Review: Marketing traditionally has been divided into a set of four interrelated decisions
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 6
Chapter 1 - Overview of Marketing Marketing 6th
Follow-Up Activity
In small groups, have students select a company/brand from which they buy products or services.
Then, have them fill in examples of marketing activities that fit into each of the four Ps.
Jeans
Activity Type: Video Case
Learning Objectives: 01-01, 01-02
Difficulty: Medium
Activity
Introduction: Marketing involves satisfying the needs and wants of consumers. However, not all
Concept Review: First invented in the United States, blue jeans represent everything American. How
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
In groups or individually, ask students to:
1. List all the brands of jeans they can think of, from basic discount brands to the hip designer brands.
2. Use the Internet to find typical prices for a pair of jeans in each brand.
3. Enter the prices into a spreadsheet and generate a scattergram of the prices. (You can use options to
have each point labeled by its brand name.)
Then discuss: How could this scattergram be useful to marketers of each brand? Possible answers:
It shows the overall price range so a brand can tell if its price is unusually high or low.
Value: The Bottled Water Industry
Activity Type: Video Case
Learning Objectives: 01-01, 01-02
Difficulty: Medium
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 7
Chapter 1 - Overview of Marketing Marketing 6th
Activity Summary: This video case traces the evolution of the bottled water industry. After the video
ends, students are asked questions about the video and related course concepts.
Activity
Introduction: Bottled water companies create value for customers even though they sell a natural
resource that is free and abundant. Water was first positioned as a premium product that indicated
status and sophistication. Since then, soft drink companies with large distribution networks, such as
PepsiCo and Coca-Cola, have marketed bottled water at lower prices.
Concept Review: The American Marketing Association states that marketing is “an organizational
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activities
Hold a group discussion—or a structured debate, with students assigned to argue a particular position—
on the ethics of the bottled water industry. Some potential sources:
Summary of the issues from environmental and clean water advocacy groups:
http://www.nrdc.org/water/drinking/qbw.asp - Natural Resources Defense Council. Addresses both
water safety and environmental impact
http://thewaterproject.org/bottled_water_wasteful - from The Water Project
How bottled water brands are trying to address concerns:
http://www.prnewswire.com/news-releases/pepsicos-aquafina-launches-the-eco-fina-bottletm-the-light
est-weight-bottle-in-the-market-61940397.html - a press release from Pepsi about the Aquafina
Eco-Fina® bottle.
http://www.dasani.com - Dasani’s statement about its recycling efforts. Click on “DASANI Initiatives.”
Delivering Value at Red Mango
Activity Type: Video Case
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 8
Chapter 1 - Overview of Marketing Marketing 6th
Learning Objectives: 01-01, 01-02
Difficulty: Medium
Activity
Introduction: Founder Dan Kim opened the first U.S.- based Red Mango in Los Angeles in 2007. He
quickly expanded, and there are currently more than 200 locations in 27 states, plus three locations
outside the U.S. Red Mango has successfully combined a healthy product (frozen yogurt) with cool,
fun shops to hang out in. Red Mango uses 100% all natural, non-fat or low-fat kosher, and gluten-free
frozen yogurt fortified with probiotics. It has expanded its menu to include fresh fruit smoothies,
parfaits, and probiotic iced teas. Red Mango was named the number one smoothie and frozen yogurt
chain in America in Zagat’s 2011 National Chain Restaurants Survey. The following video illustrates
how Red Mango delivers superior value to customers.
Concept Review: Marketing strives to create value in many ways. If marketers are to succeed, their
customers must believe that the firm’s products and services are valuable—that is, they are worth
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Dunkin’ Donuts: Delivering on the Brand Promise
Activity Type: Video Case
Learning Objectives: 01-01, 01-02
Difficulty: Medium
Activity Summary: This video case discusses the overall strategy Dunkin’ Donuts uses to build its
brand and create value for customers. After the video ends, students are asked questions about the
video and related course concepts.
Activity
Introduction: Dunkin’ Donuts has been known for its donuts for over 60 years, but recently the
company has increased its focus on coffee, responding to the growing popularity of coffee in the
United States. Dunkin’ Donuts has developed a strategy using the four Ps to help to differentiate it
from its many competitors. The company seeks to offer great products at a reasonable price,
available at convenient locations. Their goal is to “get you running in the morning and keep you
running all day.”
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 9
Chapter 1 - Overview of Marketing Marketing 6th
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
Discuss how Dunkin’ Donuts uses its strategy to differentiate itself from its major competitors in the
Coffee and Breakfast marketplace. Some points to consider:
oDunkin’ Donuts focuses on good value at a reasonable price, mixing coffee and food.
From Beans to Pralines: The Global Chocolate Market
Activity Type: Case Analysis
Learning Objectives: 01-01, 01-02, 01-03
Difficulty: Medium
Activity Summary: Students read a case reviewing strategies adopted by different chocolate brands,
and then answer questions requiring them to apply the six core aspects of marketing to what they
have read.
Activity
Introduction: The worldwide chocolate market is huge, with cocoa bean growers spanning three
continents, processors located all over the world, and multiple chocolate brands serving the
preferences of different consumers. This activity is important because it gives you a solid “big picture”
view of the scope of marketing via the chocolate industry.
Follow-Up Activity
Students might enjoy learning about Dr. Dan Ariely’s “Hershey Kiss Experiment,” in which students were
Making a Market: Vosges Haut-Chocolat
Activity Type: Video Case
Learning Objectives: 01-01, 01-02
Difficulty: Medium
Activity Summary: This video case presents a marketing mix for a small brand that seeks to
differentiate itself through luxury and innovation. After the video ends, students are asked questions
about the video and related course concepts.
Activity
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 10
Chapter 1 - Overview of Marketing Marketing 6th
Introduction: Vosges Haut-Chocolat is a chocolate brand seeking to make consumption of their
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
Compare Vosges to Godiva, which is probably the best-known luxury chocolate brand in the USA.
iSeeIt Video Case:
Value Creation Through the Marketing Mix
Activity Type: Video Case
Learning Objectives: 01-01
Difficulty: Easy
Activity Summary: The iSeeIt video cases available for most chapters introduce key concepts
through examples that are familiar to students from their own lives. This short activity uses different
consumer preferences for coffee shops to illustrate how marketing creates value.
Activity
Introduction: Value is when a customer receives more than they give up, such as when a customer
pays for a product or service. The definition of value often shifts based upon what each customer is
looking for in the product or service they are purchasing. Take for instance the Hernandez family and
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
Discuss some of the places around your university where people can go for a cup of coffee. How do
they differ in the value they offer?
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 11
Chapter 1 - Overview of Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 12
