Archives: Solution Manual
978-0134149530 Chapter 15 Lecture Note Part 2
Chapter 15 The Global Marketplace DECIDING HOW TO ENTER THE MARKET Use Critical Thinking Exercise 15-9 here. Use Key Term Exporting here. Use Figure 15.2 here. Use Chapter Objective 2 here. Exporting Exporting is the simplest way to enter a […]
978-0134149530 Chapter 15 Lecture Note Part 1
Chapter 15 The Global Marketplace CHAPTER 15 THE GLOBAL MARKETPLACE PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. 2. Describe three key […]
978-0134149530 Chapter 15 7Eleven Adapting to the Worlds Many Cultures
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Company Case 15 7-Eleven: Adapting to the World’s Many Cultures Synopsis While most Americans are familiar with 7-Eleven—the countries biggest convenience store chain with 10,000 stores in 34 states—they are […]
978-0134149530 Chapter 14 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 14.1. Discuss the benefits of direct and digital marketing to buyers and sellers. (AACSB: Communication) Answer: For buyers, direct and digital marketing are convenient, easy, and private. They give buyers […]
978-0134149530 Chapter 14 Lecture Note Part 2
Telemarketing Use Key Term Telemarketing here. Use Marketing by the Numbers here. Telemarketing involves using the telephone to sell directly to consumers and business customers. U.S. marketers spent an estimated $43 billion on telemarketing last year, almost as much as […]
978-0134149530 Chapter 14 Lecture Note Part 1
Chapter 14 Direct, Online, Social Media, and Mobile Marketing CHAPTER 14 DIRECT, ONLINE, SOCIAL MEDIA, AND MOBILE MARKETING PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Define direct and digital marketing and discuss their rapid growth and benefits to customers and […]
978-0134149530 Chapter 14 Alibaba The World’s Largest E-Tailer Is Not Amazon
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Company Case 14 Alibaba: The World’s Largest E-Tailer Is Not Amazon Synopsis As U.S. consumers rapidly add products to their carts on Amazon, Walmart.com, and various other online retail sites, […]
978-0134149530 Chapter 13 SunGard Building Sustained Growth by Selling the SunGard Way
Company Case 13 SunGard: Building Sustained Growth by Selling the SunGard Way Synopsis SunGard got its start back in the last 1970s as a data recovery backup center for the Sun Oil Company (Sunoco). That division was spun off into […]
978-0134149530 Chapter 13 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion questions 13.1. Describe the roles that a salesperson and the sales force perform in marketing. (AASCB: Communication; Reflective Thinking) Answer: The term salesperson covers a wide range of positions. At one […]
978-0134149530 Chapter 13 Lecture Note Part 2
THE PERSONAL SELLING PROCESS Steps in the Selling Process (Figure 13.3) Use Chapter Objective 3 here. Use Key Term Selling Process here. Use Figure 13.3 here. The selling process consists of seven steps. 1. Prospecting and qualifying 2. Preapproach 3. […]
978-0134149530 Chapter 13 Lecture Note Part 1
Chapter 13 Personal Selling and Sales Promotion CHAPTER 13 PERSONAL SELLING AND SALES PROMOTION PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. 2. Identify and […]
978-0134149530 Chapter 12 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 12.1. Name and describe the five major promotion tools used in marketing. (AASCB: Communication) 12-2. What is integrated marketing communications (IMC), and how does a company go about implementing it? […]
978-0134149530 Chapter 12 Lecture Note Part 2
Selecting Advertising Media The major steps in advertising media selection are (1) deciding on reach, frequency, and impact; (2) choosing among major media types; (3) selecting specific media vehicles; and (4) deciding on media timing. Deciding on Reach, Frequency, Impact, […]
978-0134149530 Chapter 12 Lecture Note Part 1
Chapter 12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations CHAPTER 12 ENGAGING CONSUMERS AND COMMUNIATING CUSTOMER VALUE: ADVERTISING AND PUBLIC RELATIONS PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Define the five major promotion mix tools for communicating […]
978-0134149530 Chapter 12 Allstate Bringing Mayhem to the Auto Insurance Advertising Wars
Company Case 12 Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars Synopsis Once a group of massively boring companies, auto insurance firms were not known for creative advertising. That has changed dramatically in the past decade as all of […]
978-0134149530 Chapter 11 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 11.1. Define the concept of shopper marketing and explain why it has grown in prominence. (AACSB: Communication) Answer: Retailers play an important role in connecting brands with consumers in the […]
978-0134149530 Chapter 11 Sears Why Should You Shop There
Company Case 11 Sears: Why Should You Shop There? Synopsis Sears, “Where America Shops.” Maybe at one time, but not anymore. This case chronicles the rise and fall of America’s once greatest retailer. It is a classic tale of a […]
978-0134149530 Chapter 11 Lecture Note Part 2
WHOLESALING Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use. Wholesalers are those firms engaged primarily in wholesaling activities. Use Key Terms Wholesaling and Wholesaler here. Use Chapter Objective 4 here. […]
978-0134149530 Chapter 11 Lecture Note Part 1
Chapter 11 Retailing and Wholesaling CHAPTER 11 RETAILING AND WHOLESALING PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Explain the role of retailers in the distribution channel and describe the major types of retailers. 2. Describe the major retailer marketing decisions. […]
978-0134149530 Chapter 10 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 10.1. Compare and contrast upstream and downstream partners in a company’s supply chain. Explain why value delivery network might be a better term to use than supply chain. (AACSB: Communication) […]
978-0134149530 Chapter 10 Lecture Note Part 2
MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT Use Chapter Objective 5 here. Use Key Term Marketing Logistics (Physical Distribution) here. Nature and Importance of Marketing Logistics Marketing logistics—also called physical distribution—involves planning, implementing, and controlling the physical flow of goods, services, […]
978-0134149530 Chapter 10 Lecture Note Part 1
Chapter 10 Marketing Channels: Delivering Customer Value CHAPTER 10 MARKETING CHANNELS: DELIVERING CUSTOMER VALUE PREVIEWING THE CONCEPTS: CHAPTER OBJECTIVES 1 Explain why companies use marketing channels and discuss the functions these channels perform. 2 Discuss how channel members interact and […]
978-0134149530 Chapter 10 Apple Pay Taking Mobile Payments Mainstream
Company Case 10 Apple Pay: Taking Mobile Payments Mainstream Synopsis After years of predictions that mobile payments would replace cash and credit cards, there are finally signs that it might actually be happening. And Apple is leading the way with […]
978-0134149530 Chapter 9 Solution Manual
END OF CHAPTER MATERIAL Discussion Questions 9.1. Name and describe the two types of value-based pricing methods. (AACSB: Communication) Answer: There are two types of value-based pricing: good-value pricing and value-added pricing. Good-value pricing strategies offer just the right combination […]
978-0134149530 Chapter 9 Lecture Note Part 2
PRICE ADJUSTMENT STRATEGIES Use Chapter Objective 5 here. Use Table 9.2 here. Discounts include: Cash discount is a price reduction to buyers who pay their bills promptly. Quantity discount is a price reduction to buyers who buy large volumes. Functional […]
978-0134149530 Chapter 9 Lecture Note Part 1
Chapter 9 Pricing: Understanding and Capturing Customer Value CHAPTER 9 PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and […]
978-0134149530 Chapter 9 Coach Riding the Wave of Premium Pricing
Company Case 9 Coach: Riding the Wave of Premium Pricing Synopsis Coach is the number one seller of handbags in the U.S., selling $5 billion company worth of handbags every year. All financials have grown vigorously in the past four […]
978-0134149530 Chapter 8 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 8.1. Define crowdsourcing and describe an example not already presented in the chapter. (AACSB: Communication; Reflective Thinking) Answer: Crowdsourcing throws the innovation doors wide open, inviting broad communities of 8.2. […]
978-0134149530 Chapter 8 Lecture Note Part 2
Decline Stage Use Key Term Decline Stage here. Use Online, Mobile, and Social Media Marketing here. Use Table 8.2 here. The sales of most product forms and brands eventually dip. This is the decline stage. Management may decide to maintain […]
978-0134149530 Chapter 8 Lecture Note Part 1
Chapter 8 Developing New Products and Managing the Product Life Cycle CHAPTER 8 DEVELOPING NEW PRODUCTS AND MANAGING THE PRODUCT LIFE CYCLE PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Explain how companies find and develop new product ideas. 2. List […]
978-0134149530 Chapter 8 3M Where Innovation Is a Way of Life
Company Case 8 3M: Where Innovation Is a Way of Life Synopsis 3M sells more than 50,000 products in nearly 200 countries across dozens of industries, including office products, construction, telecommunications, electronics, healthcare, aerospace, and automotive. Among its products are […]
978-0134149530 Chapter 7 Target Where Store Brands Offer More Than Low Prices
Company Case 7 Target: Where Store Brands Offer More Than Low Prices Synopsis Target is the number two mass discount merchandiser, second only to Walmart. And while Target is only about one-sixth the size of Walmart in terms of revenue, […]
978-0134149530 Chapter 7 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 7.1. What is a product? Name, describe, and give an example of each type of consumer product. (AACSB: Communication; Reflective Thinking) Answer: A product is anything that can be offered […]
978-0134149530 Chapter 7 Lecture Note Part 2
Chapter 7 Products, Services, and Brands: Building Customer Value Managing Service Differentiation The offer can include innovative features that set one company’s offer apart from competitors’ offers. Service companies can differentiate their service delivery by having more able and reliable […]
978-0134149530 Chapter 7 Lecture Note Part 1
Chapter 7 Products, Services, and Brands: Building Customer Value CHAPTER 7 PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1 Define product and describe the major classifications of products and services. 2 Describe the decisions […]
978-0134149530 Chapter 6 Virgin America Flight Service for the Tech Savvy
Company Case 6 Virgin America: Flight Service for the Tech Savvy Synopsis There are far more failures among airline startups than there are successes. And in the past few decades, the most notable successes have pursued a low-cost/low-fare model (think […]
978-0134149530 Chapter 6 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 6.1. Name and briefly describe the four major steps in designing a customer value-driven marketing strategy. (AACSB: Communication) Answer: Figure 6.1 shows the four major steps in designing a customer […]
978-0134149530 Chapter 6 Lecture Note Part 2
DIFFERENTIATION AND POSITIONING Value proposition: How a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes. […]
978-0134149530 Chapter 6 Lecture Note Part 1
Chapter 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers CHAPTER 6 CUSTOMER VALUE-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1 Define the major steps in designing a customer-driven marketing strategy: market […]
978-0134149530 Chapter 5 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 5.1. Discuss the stages of the consumer buyer decision process and describe how you or your family used this process to make a purchase. (AACSB: Communication; Reflective Thinking) Answer: Students’ […]
978-0134149530 Chapter 5 Lecture Note Part 2
Business Buyer Behavior Figure 5.6 shows a model of business buyer behavior. Within the organization, buying activity consists of two major parts: 1. The buying center and 2. The buying decision process. Major Types of Buying Situations Straight rebuy: the […]
978-0134149530 Chapter 5 Lecture Note Part 1
Chapter 5 Understanding Consumer and Business Buyer Behavior CHAPTER 5 UNDERSTANDING CONSUMER AND BUSINESS BUYER BEHAVIOR PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1. Understand the consumer market and the major factors that influence consumer buyer behavior. 2. Identify and discuss […]
978-0134149530 Chapter 5 GoldieBlox Swimming Upstream against Consumer Perceptions
Company Case 5 GoldieBlox: Swimming Upstream against Consumer Perceptions Synopsis While pursuing a degree in engineering, Debbie Sterling recognized the lack of women in that field. As she researched possible reasons for this, she discovered that societal perceptions about gender […]
978-0134149530 Chapter 4 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 4-1. What is big data, and what opportunities and challenges does it provide for marketers? (AACSB: Communication; reflective Thinking) Answer: With the recent explosion of information technologies, companies can now […]
978-0134149530 Chapter 4 Lecture Note Part 2
Online Behavioral and Social Tracking and Targeting Increasingly, online researchers are listening to and watching consumers by actively mining the rich veins of unsolicited, unstructured, “bottom-up” customer information already available on the Internet. Use Marketing at Work 4.1 here. Behavioral […]
978-0134149530 Chapter 4 Lecture Note Part 1
Chapter 4 Managing Marketing Information to Gain Customer Insights CHAPTER 4 MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS PREVIEWING THE CONCEPTS – CHAPTER OBJECTIVES 1 Explain the importance of information in gaining insights about the marketplace and customers. 2 Define […]
978-0134149530 Chapter 4 Campbell Soup Company Watching What You Eat
Company Case 4 Campbell Soup Company: Watching What You Eat Synopsis The Campbell Soup Company is one of those veteran companies that has been around for a long time. And there isn’t a product category much older than “soup.” But […]
978-0134149530 Chapter 3 Sony Battling the Marketing Environments Perfect Storm
Company Case 3 Sony: Battling the Marketing Environment’s “Perfect Storm” Synopsis Not so long ago, Sony was the market leader in consumer electronics. Everyone owned at least one, and probably multiple, Sony devices. But the market changed and Sony didn’t. […]
978-0134149530 Chapter 3 Solution Manual
END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 3-1. Name and describe the types of publics in a company’s marketing environment. (AASCB: Communication) Answer: The company’s marketing environment also includes various publics. A public is any group that […]
978-0134149530 Chapter 3 Lecture Note Part 2
Use Key Terms Natural Environment and Environmental Sustainability here. Use Chapter Objective 3 here. Use Discussion Question 3-4 here. The Technological Environment The technological environment is the most dramatic force now shaping our destiny. Use Key Term Technological Environment here. […]