978-1337407588 Chapter 1 Solution Manual Part 2

Unlock access to all the studying documents.

View Full Document

Chapter 1: An Overview of Marketing

MULTIPLE CHOICE

1. Marketing is the activity, set of institutions, and processes for __________ offerings that have

value for customers, clients, partners, and society at large.

a. creating

b. communicating

c. delivering

d. exchanging

e. All of these

PTS: 1 OBJ: LO: 1-1 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

2. Prior to the Responsible Marketing Policy, Coca-Cola used a __________ orientation for its

advertising.

a. production

b. sales

c. market

d. societal marketing

PTS: 1 OBJ: LO: 1-2 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

3. If Coca-Cola decides to no longer use their iconic polar bears in holiday season advertising

and they ask employees to submit ideas for replacement mascots, this would be an example of

__________.

a. relationship marketing

b. empowerment

c. teamwork

d. co-creation

PTS: 1 OBJ: LO: 1-3 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

Chapter 1: An Overview of Marketing

4. Customer relationship management (CRM) is a company-wide business strategy designed to

optimize __________ by focusing on highly defined and precise customer groups.

a. profitability

b. revenue

c. customer satisfaction

d. A and B

e. All of these

PTS: 1 OBJ: LO: 1-3 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

5. Who at Coca-Cola needs to fully understand the company’s new Responsible Marketing

Policy?

a. the marketing team

b. the CEO and his advisors

c. the accounting and finance departments

d. everyone in the organization

PTS: 1 OBJ: LO: 1-4 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

Great Ideas for Teaching Chapter 1

Rich Brown, Freed-Hardeman University

How Should Service Make You Feel, and Why Is That Important?

A problem in teaching people to be good service providers, or effective managers, is that many

people don’t know how intrinsically rewarding it is to truly be of service to another person.

Many students have experience in service-related jobs but not so many have worked in great

service environments. Most have experienced, accepted, and expected mediocre service in a

Chapter 1: An Overview of Marketing

This assignment has two parts. First, you must get the students to think of situations in which

You could ask the students to write about their experiences, but I have found the discussion

format to be extremely beneficial. Most students will have had positive experiences and most

Here is a list of questions to use while starting a discussion.

Whom did you help, and what exactly did you do for them?

Did they really need the help? Why?

What would their situation have been like if you had not helped them?

How has their situation changed because you helped them? Was the change in situation

worth the effort it took? Why?

How did they feel about you helping them, and how could you tell?

How did you feel about helping them in this situation, and how do you feel about it now?

Why?

Was this an unusual experience for you? Why?

Was what you did complicated or difficult?

Do you think service in general would be better if service providers could feel about their

jobs the way you felt after you helped in this situation? Why?

How could managers of customer service providers help their employees to realize the

intrinsic benefits that can result from really serving another person?

James S. Cleveland, Sage College of Albany

Discussion Board Topics to Encourage Participation

Discussion board questions provided to students to encourage them to engage in thinking and

Chapter 1: An Overview of Marketing

Discussion topics such as this one are abstract and often require that the instructor provide an

I have developed, therefore, a series of discussion board questions to use with experienced, adult

students. These questions are designed to encourage them to use their experiences as employees

Each question has three parts:

1. First, there is a sentence or two from the students’ textbooks introducing the topic. By

using the text author’s own words, students are enabled to locate relevant material in the

text more easily, the text content is reinforced, and confusion resulting from use of variant

terms or expressions is minimized.

2. Second, there is a reference to the text pages that the student should review before

proceeding. Since the goal of the exercise is for students to apply the course content to

their own experiences, reviewing the content first is important.

3. Third, there is a request for the student to think about or remember some specific situation

in their experience to which they can apply the text material and there is a question or

questions for them to address in their reply.

The following example is for Chapter 1 of MKTG11. The three parts have been separated here so

they are more readily visible.

1. Four competing philosophies strongly influence an organization’s marketing activities.

These philosophies are commonly referred to as production, sales, market, and societal

marketing orientations.

2. Review these four philosophies in section 1-2 of your text.

3. Then describe an experience you’ve had recently as a customer or an employee that

illustrates one of these philosophies.

Stephen Baglione, Saint Leo University

Relationship Marketing Made Easy

Before discussing the impact of packaging, I bring a bag of dirt to class and tell the students that

Chapter 1: An Overview of Marketing

it is a cake mix. It is a clear plastic bag that has a piece of paper taped to it that indicates the

brand name and basic information like nutritional value, the address and telephone number of the

Ira S. Kalb, University of Southern California

Effective Strategies Using a Universal Marketing Structure

The Universal Marketing Structure (UMS)™ is designed to teach students and clients to create

consistent and competent marketing. The system has worked, and student teams have been

consistently creating excellent marketing campaigns for organizations in the Los Angeles area.

Most recently, the students created an advertising campaign for the City of Los Angeles to attract

businesses and tourists to Los Angeles after a period of civil unrest. They received a Certificate

of Commendation for their efforts on this project.

The Universal Marketing Structure™ is displayed in this table and on the following page.

Because five times as many people read

the headline compared to the rest of the

piece, the greatest effort and thought

should go into creating the headline.

The structure of a good ad (or any

marketing piece) follows the UMS™.

Headline—This part contains the main

message(s) of the piece or hooks the

reader into reading the main

Chapter 1: An Overview of Marketing

Body text should not be thought of as

filler. It should be limited to what is

Body Text—This part supports, clarifies,

and explains the headline for those

readers who want more information. It

The last point left with the reader should

Close—This part reinforces the headline

Similar to your signature on a letter or

petition. Signature—This part proudly takes

A picture is worth 1,000 words. Make sure

Photo/Graphic—This part reinforces the

headline and main points of the piece.

The best messages can be lost forever and

Format—This part facilitates the reading

of the ad. It allows busy readers to

Chapter 1: An Overview of Marketing

Intangibles—This part corresponds to

Marketing Principles

The following seven main principles are the building blocks of marketing: the Five Ps, Corporate

Image, and the Marketing Information System.

The Five Ps

Positioning—finding a unique image for the product (or a window) in the minds of prospects

(market targets)

Keeping corporate image and the

positioning of the product

separate proved important to

Corporate Image

Unlike positioning, which relates to the image

of the product, corporate image relates to the

1. A tarnished company image could

2. A strong identification with one product

to be a problem for Suzuki with

with reports of breast-implant

Marketing Information System (includes

Market Research)

Chapter 1: An Overview of Marketing

Market Intelligence—complaints,

Measure Performance—performance

Nancy Ryan McClure, University of Central Oklahoma

James L. Thomas, Jacksonville State University

Marketing in Action

Marketing majors and non-majors alike persist in thinking that marketing is selling. To overcome

The tour was designed to provide students with maximum exposure to some of the best in the

field of marketing. Each of the organizations involved developed extensive presentations within

their particular area of marketing specialization. The organizations that participated included the

This course was offered for two hours of either undergraduate or graduate credit (with

Fundamentals of Marketing as a prerequisite). The students stayed in the Dallas area in January

While there is nothing novel about field trips, the combination of organizations and the class

format permitted a more in-depth learning experience for the students than they could ever have

Chapter 1: An Overview of Marketing

had just reading a book. Unfortunately, the way most courses are designed, field trips are

It should be noted that the first time such a course is offered, a great deal of time and planning

must be devoted to the development of the course. The authors found that the process of simply

Rich Brown, Freed-Hardeman University

An Assignment That Ties the Principles of Marketing Course Together

The purpose of this assignment is to cause students to connect the different parts of the Principles

of Marketing course. The assignment is a three- to five-page paper. It begins with the

identification of a target market and ends with the student assuming the role of a marketing

consultant suggesting ways to improve the effectiveness of the marketing mix being used to

attract it. Feedback from students is overwhelmingly positive and indicates that completing the

assignment really helps them to “put it all together.” My written instructions to the students are

as follows:

1. Choose an organization that does marketing. Make it easy on yourself, and choose an

organization that you can observe the marketing efforts of and are familiar with. If you

2. After choosing an organization, your next step is to identify and describe the target market

Chapter 1: An Overview of Marketing

3. After discussing the target market, you should then discuss the marketing mix (the four Ps)

the firm is using to attract the chosen target market. You should describe each of the four

4. After discussing the firm’s marketing mix, you should assume the role of a marketing

consultant and make specific suggestions for improving the firm’s effectiveness. These

suggestions can be in the form of changes to any part of the current marketing mix to fix

the problems you identified. If you did not identify any problems, you should make

Sheri Carder, Lake City Community College

Lemonade from Lemons Marketing—Consumerism Exercise

As a consumer, you expect quality products and good service. But sometimes things go wrong. If

Consider yourself an active consumer. Choose a company or service with which you’ve recently

been disappointed. Write them a letter, using the following guidelines, to explain the problem

Chapter 1: An Overview of Marketing

We will make this a research project, measuring how responsive companies are to their

customers. Are companies really concerned with total quality? We will note the amount of time it

1. Describe the problem and what (if anything) you’ve already done to resolve it. List

pertinent information including the date and place of purchase, serial or model number, etc.

2. Send sales receipts, repair orders, warranties, etc. (copies, not originals) to make your case.

3. Don’t be angry or sarcastic. In fact, begin your letter with a compliment to the company,

e.g., “Colgate Palmolive products are central to any household. I have used your _____ for

five years and have been completely satisfied. That is why I was disappointed when the

_____ didn’t live up to the Colgate Palmolive standards I expected.”