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Part 1-1
OVERVIEW OF INSTRUCTOR RESOURCES
Instructor Resources for the 14th Edition
Instructor resources for the 14th edition have been upgraded substantially to aid in the teaching and
learning experience. A common request by our reviewers is to provide EXTRA resources such as
examples and advertisements that are NOT in the text itself. This is a reasonable request inasmuch
as outside examples provide for “value–added” experience in the classroom.
The 14th edition puts the following resources at your fingertips:
Copyright 2020 © McGraw-Hill Education. All rights reserved. No reproduction
YouTube Spotlight: Each chapter PPT also contains at least one YouTube video (under
2. Chapter Summaries and End–of-Chapter Material: Part II of the IM is an important
instructional asset. Each Chapter Summary provides (a) learning objectives, (b) chapter-end
3. In-Text Case Solutions: Part III of the IM provides solutions to the part-ending cases in the
Utilizing Term Case Projects
Many of the cases and application exercises in the text lend themselves nicely to term projects. I
generally let the students form teams and chose the application exercise or case they want to do
(subject to my approval). I tell them their grade will be based on the challenge of the exercise/case
they chose and how well they do it. At a session early in the term when they meet with me to get
approval for their choice, we negotiate on the value of the exercise and I often add or subtract from
the task suggested in the text. An advantage of this approach is that it causes the students to examine
the entire text early in the term. A useful handout for helping students use one of the cases as a term
project is presented below.
Please Feel Free to Contact Us
This is a fun, useful, and challenging course for both students and instructors. We hope this text and
the accompanying resources will help you and your students have an enjoyable, beneficial
experience. Please feel free to share your comments, syllabi, and suggestions with us. Send them to
David Mothersbaugh, The Culverhouse College of Commerce and Business Administration,
University of Alabama, Tuscaloosa, AL 35487. Email is generally the most convenient approach
and my email is: dmothers@cba.ua.edu.
Copyright 2020 © McGraw-Hill Education. All rights reserved. No reproduction
Forecast the future. Finally, you get to
TERM CASE PROJECT
Market Analysis
Market Segmentation
Product Positioning
Impact on the Consumer
Consumer Decision Process
Marketing Mix
Market Plan Assessment
demographics, and the
other external influences,
Put this in the form of a “statement”
Apply Chapters 8 through 12 for this
and post purchase?
This is where you apply
Chapters 13 through 18.