Professors on the Go
Chapter 1
Defining Marketing for the 21st Century
Key Chapter Concepts:
What Is Marketing?
What Is Marketed?
Who Markets?
Key Customer Markets
How Is Marketing Done?
Production Concept
Product Concept
Selling Concept
Marketing Concept
Holistic Marketing Concept
Assignments:
1) What is Marketed?
Ask each student to select a company of their choosing and prepare a listing of all of the
2) Marketers and Prospects
In small groups, ask the students to visit an on campus eatery. During this experience, have the
students keep a diary of their exposures to marketing messages. How are the messages being
communicated—visually through signs and posters, by sound, or via verbal communication?
Professors on the Go
3) Marketplaces, Marketspaces, Metamarkets
Have the students reflect upon their favorite product and/or service. Then have the students
4) Marketing Environment
Have the students visit a retail mall or other type of retail establishment. During their visit, ask
5) Shifts in Marketing Management
Have the students read Suzanne Veronica’s “Marketers Aim New Ads at Video iPod Users,”
Professors on the Go
Chapter 2
Developing Marketing Strategies and Plans
Key Chapter Concepts:
Marketing And Customer Value
The Value Delivery Process
The Value Chain
A Holistic Marketing Orientation And
Customer Value
Value Exploration
Value Creation
Value Delivery—What Companies Must
Become?
Downsizing And Divesting Older Businesses
Marketing Innovation
Business Unit Strategic Planning
Business Mission
SWOT Analysis
External Environment (Opportunity And
Threat) Analysis
Internal Environment (Strengths/Weaknesses)
Analysis
Assignments:
1) Marketing and Customer Value
Each student is in effect a “product.” Like all products you (they) must be marketed for success.
2) Core Competencies
Select a local firm or have the students select firms in which they are familiar (current
Professors on the Go
3) Defining the Corporate Mission
Students should be encouraged to review selected company’s annual reports to collect from
4) Value Creation
Have students read Jon R. Katzenbach and Douglas K. Smith, The Wisdom of Teams:
5) Assessing Growth Opportunities
As a group presentation project, have the students read: Peter Lorange and Johan Roos,
Strategic Alliances: Formation, Implementation and Evolution (Cambridge, MA: Blackwell,
Professors on the Go
Chapter 3
Gathering Information and Forecasting Demand
Key Chapter Concepts:
Components Of A Modern Marketing Information System
Internal Records And Marketing Intelligence
Demographic Environment
Worldwide Population Growth
Ethnic And Other Markets
Home Delivery
Educational Groups
Assignments:
1) Internal Records and Marketing Intelligence
Using information from the web like FEDSTATS and the U.S. Census Bureau, have the
Professors on the Go
2) Population Age Mix
Obesity has been officially called an epidemic as cited in the opening vignette of the chapter. In
small groups, have the students collect, from the university or college administrators,
3) Social-Cultural Environment
Select or suggest a current “fad” or “trend” exhibited by students on campus. Each student is to
select either a fad or trend and then research this fad and trend in light of the marketing
4) Growth of Special-Interest Groups
Each student is a member of an identifiable ethic and demographic segment of society. As an
Professors on the Go
Chapter 4
Conducting Marketing Research
Key Chapter Concepts:
Marketing Research System
Effective Marketing Research Involves Six
Steps.
Mail Questionnaire
Measuring Marketing Productivity
Marketing–Mix Modeling
Forecasting And Demand Measurement
A) Potential Market
Market Demand
Market Forecast
Market Potential
Market-Buildup Method
Multiple-Factor Index Method
Estimating Future Demand
Survey Of Buyers’ Intentions
Composite Of Sales Force Opinions
Assignments:
1) The Marketing Research Process
The story of Tata Ace Motors, an Indian company shows the power of conducting marketing
2) Survey Research
Have students read these sources on the concept of “neuromarketing” and comment on whether
Professors on the Go
3) Experimental Research
Sources: Daryl Travis, “Tap Buyers’ Emotions for Marketing Success,” Marketing News,
February 1, 2006, pp. 21-22. Deborah L. Vence, “Pick Someone’s Brain,” Marketing News,
4) Questionnaires
In the Marketing Memo, Questionnaire Dos and Don’ts, the author lists 12 ways to phrase
5) Research Instruments
Ask students to contact a local marketing research firm in the area for the purpose of an
interview regarding research techniques, methods, and the difficulties in conducting research.
.
Professors on the Go
Chapter 5
Creating Customer Long-Term Loyalty Relationships
Key Chapter Concepts:
Building Customer Value, Satisfaction, And
Loyalty
Customer Perceived Value
Measurement Techniques
Customer Complaints
Product And Service Quality
Impact Of Quality
Total Quality
Cultivating Customer Relationships
Customer Relationship Management (CRM)
One–To–One Marketing
Retention Dynamics
Interacting With Customers
Building Loyalty
Customer Databases And Database Marketing
Customer Databases
Assignments:
1) Customer Perceived Value
Key manufacturers and others must be concerned with how customers view products
Professors on the Go
2) Total Customer Satisfaction
Have each of the students read Michael Tsiros, Vikas Mittal, William T. Ross Jr., “The
3) Customer Expectations
Customer relations management is a current business “buzz word.” Students can be directed to
do an Internet research project from named marketing/business journals on the subject of
4) Competitive Advantage
The research firm J.D. Powers and Associates (jdpower.com) lists eight categories of products
for consumers to research before purchasing the product or service. Breaking up the class into
Professors on the Go
Chapter 6
Analyzing Consumer Markets
Key Chapter Concepts:
What Influences Consumer Behavior?
Marketing To Cultural Market Segments
Personality And Self–Concept
Selective Distortion
Selective Retention
Subliminal Perception
Learning
Memory
Memory Processes:
Memory Processes: Retrieval
The Buying Decision Process: The Five-Stage
Model
Evaluation Of Alternatives
Beliefs And Attitudes
Expectancy-Value Model
Post–Purchase Use And Disposal
Post–Purchase Actions
Other Theories Of Consumer Decision–
Making
Level Of Consumer Involvement
Elaboration Likelihood Model
Low Involvement Marketing Strategies
Mental Accounting
Assignments:
1) Cultural Factors
The Marketing Insight entitled, Marketing to Cultural Market Segments includes examples of
Professors on the Go
2) Problem Recognition
Figure 6.1 defines the model of consumer behavior. In an examination of each of these
3) Lifestyles and Value
Consumers often choose and use brands that have a brand personality consistent with their
own actual self-concept, ideal self-concept, or others self-concept. Have the students review
4) Roles and Statuses
We all belong to some sort of reference group. Students that are members of fraternities,
sororities, and clubs are influenced by their members and through their participation. Students
5) Selective Attention
It had been estimated that the average person may be exposed to over 1,500 ads or brand
communications per day. In a group setting, ask the students to keep diaries of all of the ads,
Professors on the Go
Chapter 7
Analyzing Business Markets
Key Chapter Concepts:
What Is Organizational Buying?
Buying Situations
Decision Process:
Buying Center Influences
Buying
Buying Center Targeting
Risks and Opportunism
Supplier Search
The Number Of Suppliers
Order–Routine Specifications
Performance Review
Managing Business-To-Business Customer
Assignments:
1) The Buying Center
In the journal Marketplace, Winter 2006, the Institute for the Study of Business Markets listed
2) The Purchasing/Procurement Process
In small groups (five students suggested as the maximum), have the students visit your college
or university’s Central Purchasing or Procurement department (you may have to clear this
Professors on the Go
3) Types of Purchasing Processes
Have each of the students read Bob Donath’s “Emotions Play Key Role in Biz Brand
4) E-Procurement
To improve effectiveness and efficiency, business suppliers and customers are exploring
different ways to manage their relationships. Have the students visit each of the company’s
5) Buying Center Targeting
Professors on the Go
Chapter 8
Identifying Market Segments and Targets
Key Chapter Concepts:
Levels Of Market Segmentation
Segment Marketing
Age And Life-Cycle Stage
Life Stage
Gender
Income
Behavioral Segmentation
The Conversion Model
Selective Specialization
Product Specialization
Market Specialization
Full Market Coverage
Assignments:
1) Segment Marketing
The upcoming demographic changes for the U.S. population calls for Hispanic to be the
2) Life Stage
The Marketing Insight, Marketing to Generation Y, is a compilation of thoughts and notes
from a number of sources. Ask the students to read each of these sources and be prepared to
insights” from these readings that will have a profound impact on future marketing strategies?
Professors on the Go
3) Psychographic Segmentation
Effective segmentation criteria are necessary for target market identification. Market segments
must be measurable, substantial, accessible, differentiable, and actionable. However, not all
4) Age and Life Cycle Stage
Students should select a product or service that they are familiar with, such as jeans,
computers, or personal CD players. Once these items are selected, the students must undertake
research into the specific items: target market and market segmentation. Student reports
5) Local Marketing
The firm Claritas, Inc. has developed a geoclustering system called PRIZM. Assign students
the task of visiting this site and collecting the marketing information available for their
6) Niche Marketing
Figure 8.4 outlines the major VALS® segmentation (www.sric-bi.com). Students are asked to
characterize either themselves, family members, or others and place them in one of these
Professors on the Go
Chapter 9
Creating Brand Equity
Key Chapter Concepts:
What Is Brand Equity
The Role Of Brands
A) Brand Asset Valuator
B) Brand Resonance
Building Brand Equity
Choosing Brand Elements
Internalization
Leveraging Secondary Associations
Measuring Brand Equity
Brand Valuation
Branding Decision:
Brand Extensions
Disadvantage Of Brand Extensions
Positive Feedback Effects
Flankers
Assignments:
1) The Scope of Branding
In small groups (five students suggested as the maximum), have the class list their favorite
Professors on the Go
2) Defining Brand Equity
3) Brand Equity as a Bridge
Figure 9.3 illustrates secondary sources of brand knowledge. Selecting the brand of their
4) Building Brand Equity
Either in small groups or individually, ask the students to conduct a small research project
with students on campus regarding the student’s brand knowledge of a particular brand (again,
5) Leverage Secondary Associations
In Seth Godin’s book, Permission Marketing: Turning Strangers into Friends, and Friends
into Customers, New York: Simon & Schuster, 1999, he lists five steps in developing
effective permission marketing. After reading Mr. Godin’s book comment on whether or not
you believe that “permission marketing” will work for all products and services in the future.
Professors on the Go
Chapter 10
Crafting the Brand Position
Key Chapter Concepts:
Developing And Communicating A
Positioning Strategy
STP—Segmentation, Targeting, And
Points–Of-Parity Versus Points-Of–Difference
Straddle Positioning
Communicating Category Membership
Choosing Pops And Pods
Creating Pops And Pods
Product Life-Cycle Marketing Strategies
Product Life Cycles
Style, Fashion, And Fad Life Cycles
Market Modification
Product Modification
Marketing Program Modification
Marketing Strategies: Decline Stage
Evidence On The Product Life-Cycle Concept
Critique Of The Product Life-Cycle Concept
Decline
Assignments:
1) Competitive Frame of Reference
Most campus communities have their own radio and/or television broadcasting stations. If one
is present on your campus, students are to define the college or university’s station(s) in terms
Professors on the Go
2) Positioning Strategy: Points-of–Parity and Points-of-Difference
Points–of-differences and points–of–parity are two important concepts of brand development
3) Points–of-Difference
Determining the proper competitive frame of reference requires understanding consumer
4) Creating POPS and PODS
Consultants Michael Treacy and Fred Wiersema, in their book, The Disciplines of Market
5) Product Life Cycle
Styles, fashions, and fads fall into special categories when talking about product life cycles.
Some may have a product life cycle measured in weeks, others in months, and yet others in