Marketing , 5th Edition Solution Manual

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Prepare better with Marketing, 5th Edition Solution Manual, a solutions manual that breaks down complex textbook problems.

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ENRICHED SOLUTION MANUAL
to accompany
Prepared by
Bill Wellington and David Hutchinson
University Of Windsor

Introduction iii
Table of Contents
INTRODUCTION ............................................................................................................................................ v
Resource Integration Guide ................................................................................................................................. vi
Electronic Resources .......................................................................................................................................... vii
Print Resources ..................................................................................................................................................viii
Resource Integration Grid with Classroom Planning Suggestions ....................................................................... ix
Using Critical Thinking in Case Studies ............................................................................................................ xiv
How to Use the Video Cases ............................................................................................................................. xiv
Sample Syllabus................................................................................................................................................. xvi
Sample Course Schedules ................................................................................................................................xviii
PART ONE T HE WORLD OF M ARKETING
Chapter 1 An Overview of Marketing ............................................................................................................. 1
Chapter 2 Strategic Planning for Competitive Advantage ............................................................................. 27
Chapter 3 Ethics and the Marketing Environment ......................................................................................... 61
Solutions Part I Closing Material .................................................................................................................. 93
PART T WO A NALYZING M ARKETING OPPORTUNITIES
Chapter 4 Consumer Decision Making .......................................................................................................... 95
Chapter 5 Business Marketing ..................................................................................................................... 127
Chapter 6 Segmenting and Targeting Markets ............................................................................................. 159
Chapter 7 Decision Support Systems and Marketing Research ................................................................... 189
Solutions Part II Closing Material ............................................................................................................... 228
PART T HREE PRODUCT D ECISIONS
Chapter 8 Product Concepts......................................................................................................................... 231
Chapter 9 Developing and Managing Products............................................................................................ 259
Chapter 10 Services and Nonprofit Organization Marketing ......................................................................... 285
Solutions Part III Closing Material.............................................................................................................. 311
PART FOUR D ISTRIBUTION D ECISIONS
Chapter 11 Marketing Channels and Supply Chain Management ................................................................. 313
Chapter 12 Retailing ...................................................................................................................................... 349
Solutions Part IV Closing Material ............................................................................................................. 382
PART FIVE PROMOTION D ECISIONS
Chapter 13 Integrated Marketing Communications ....................................................................................... 385
Chapter 14 Advertising and Public Relations ................................................................................................ 415
Chapter 15 Sales Promotion and Personal Selling ......................................................................................... 445
Solutions Part V Closing Material ............................................................................................................... 477

iv Introduction
PART SIX PRICING D ECISIONS
Chapter 16 Pricing Concepts ......................................................................................................................... 479
Chapter 17 Setting the Right Price ................................................................................................................. 505
Solutions Part VI Closing Material ............................................................................................................. 527
PART SEVEN M ANAGING M ARKETING-C REATED R ELATIONSHIPS
Chapter 18 Customer Relationship Management (CRM) .............................................................................. 529
Solutions Part VII Closing Material ............................................................................................................ 557
Chapter 19 Marketing On The Web (located on the Web site) ...................................................................... 559

Introduction v
Introduction
Welcome to Marketing5th Canadian Edition by Lamb, Hair, McDaniel, Faria and Wellington! This Manual
is the core of the integrated teaching system which includes PowerPoint slides, video cases, a test bank, and a
CourseMate website, for students. The Resource Integration Guide on pages 5 through 8 that provides classroom
planning suggestions for using all elements of the robust package. This edition of the ’s Manual contains many
features, as indicated below:
Chapter Features Box. Each chapter of the ’s Manual begins with a box that summarizes the key chapter
features from the textbook with key points. This will allow you to scan through the features and quickly determine how
to use them in class.
Learning Outcomes. Following the chapters features box, the chapter learning outcomes are concisely explained. The
numbered learning outcomes appear in the chapter outline, indicating where each learning outcome is covered.
Terms. Following the learning outcomes is a list of the key terms appearing in the chapter.
Lesson Plan for Lectures. The lesson plan for lectures provides a brief outline of the chapter with a list of PowerPoint
slides to accompany each major topic.
Lesson Plans for Videos. The lesson plan for the short ads and video case provides suggestions on activities to use pre-
viewing, viewing, and post-viewing.
Lesson Plan for Group Work. The lesson plan for group work provides suggestions on how to use chapter content to
engage students in small group activities in class and includes one suggested activity that is not presented in the text.
Solutions. Complete answers to chapter questions are provided for:
 Customer Experience. The purpose of these boxes is to generate thought and discussion about how customers are
affected by marketing. They usually conclude with thoughtful questions. Suggested answers are provided in the
’s manual.
 Ethics in Marketing. The purpose of these boxes is to generate thought and discussion about ethical issues. They
usually conclude with thoughtful questions. Suggested answers are provided in the ’s manual.
 Global Perspectives. The purpose of these boxes is to generate thought and discussion about global issues. They
usually conclude with thoughtful questions. Suggested answers are provided in the ’s manual.
 Review and Applications. These questions appear at the end of each chapter in the textbook and are organized
according to the chapter objectives. The questions are restated in this ’s Manual for your convenience.
 Application Exercise. The purpose of the exercise, tips for setting it up, and the original Great Idea in Teaching
Marketing on which it was based.
 Ethics Exercise. Suggested solutions for the Ethics Exercise are included, but questions really serve as a starting
point for class discussions.
 Case Study. Answers are provided for the longer end-of-chapter case study.
 Online Supplementary Exercises. These questions are only in this ’s Manual and they enable you to get
your students to do online research. There is one exercise associated with each textbook chapter learning outcome.
 Career Exercise. These supplementary career exercises are only in this ’s Manual. They will encourage
and prepare your students for a job search. The manual provides some ideas and insights into what students will
encounter in their searches.

vi Introduction
Great Ideas for Teaching Marketing Class Activities. Each chapter contains a set of great ideas for both in class and
out of class exercises that will actively involve your students in a chapter topic. These activities have been used in actual
classes and were chosen because both students and instructors have found them useful. The activities will make
marketing more than a concept in a book.
Resource Integration Guide
When you start with a new – or even familiar – text, sometimes the amount of supplemental material can seem
overwhelming. It can be daunting to lay out an entire supplement package, identify each element, and piece together the
parts that fit your particular needs. You may end up using only a small fraction of the text’s resources.
With Marketing,5th Canadian Edition by Lamb, Hair, McDaniel, Faria and Wellington you don’t have to figure out
how everything fits together. We have created this resource guide to help you and your students extract the full value
from Marketing5th Canadian Edition and its wide range of exceptional supplements.
Our resource guide organizes the book’s resources and provides many Class Planning Suggestions to help you plan
and conduct your class, create assignments, and evaluate your students’ mastery. Whatever your teaching style or
circumstance, there are suggestions to meet your needs.
Finally, the authors have worked with supplements from textbooks other than our own and have learned the good
and bad from the experience. For example, while using other texts we have selected a deep thinking question or case
only to discover that when we go the instructor’s manual for guidance on a solution we encounter the simple statement
“answers will vary.” We find this solution to be highly unacceptable. We consider this answer to be code for “I was just
too lazy to write one up.” Truly, answers will vary, but how about some guidelines about what kinds of expectations to
have in the answer to communicate to students? Our solutions take this approach, so when you encounter the phrase,
answers will vary it will be followed with some substance to guide you on the variations.
THE CORE TEXT
Marketing, 5 th Canadian Edition contains 19 chapters organized around the Four Ps. You will find the following
elements throughout the book:
Learning Outcomes
Each chapter begins with a set of learning outcomes that tie all the content and pedagogy together, including the
supplemental material. The outcomes give a rapid overview of what the chapter will cover and how it is organized.
Marketing & You
Each chapter begins with a question related to a chapter topic and a set of response scales from the Marketing Scales
Handbook, Vol. 3, by Bruner/James/Hansel. Students are asked to record their answers to these questions. At the end of
the chapter, they are told how to score the scales and what their score means or says about them.
Marketing Happens
Chapter-opening Marketing Happens vignettes create an opportunity for students to confront the real issues that
marketers face before deciding on a course of action, handling a particular problem, or changing the direction of the
company.
Review Learning Outcomes
Some students learn best when they can see concepts diagramed, so each learning outcome in the text contains a graphic
review designed to provide students a visual prompt to recall the material.
Customer Experience Box
These boxes allow students to see more detailed examples of how marketers from small and large companies are trying to
understand their customer’s needs and wants.
Ethics in Marketing Box
These boxes allow students to see more detailed examples of how marketers from small and large companies are
wrestling with ethical issues.

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Introduction vii
Global Perspectives Box
Extended global examples take students to Brazil, China, France, India, Japan, and elsewhere, to give students a glimpse
of the challenges and opportunities facing marketers in foreign countries.
Review and Applications
Organized by learning outcome, the review questions include writing, team, web-based, and research activities, as well as
traditional comprehension questions.
Application Exercise
Based on winning entries from “Best of the Great Ideas in Teaching Marketing,” Application Exercises help students
work with chapter material in an experiential way that makes the concepts come alive.
Ethics Exercise
Reading about ethics doesn’t have the same effect as thinking about and discussing pointed ethical dilemmas. Ethics
Exercises are designed to allow students to wrestle and debate ethical situations they may face as marketers.
Case Study
To tie all the chapter concepts together, each chapter contains a Case Study highlighting a familiar and interesting
company. These can be used as assignments or in-class group work.
Video Case Presentations
Video is an increasingly important learning modality – and one that students find very comfortable and engaging. Video
cases provide descriptions and questions to guide viewing of the videos supporting each chapter.
Marketing Miscues
The end of each part contains a Marketing Miscue case presenting a marketing gaffe made by a well-known company.
Follow-up questions help students analyze what went wrong and why.
Critical Thinking Cases
A counterpoint to the Marketing Miscues, this set of cases provides detailed examples of challenging marketing
situations. Students determine what the profiled company should do to succeed.
ELECTRONIC RESOURCES
The Nelson Education Teaching Advantage (NETA) program delivers
research-based resources that promote student engagement and higher-order
thinking and enable the success of Canadian students and educators. The
primary NETA components are NETA Engagement (teaching aids for
instructors) and NETA Assessment (Test Banks and Computerized Test Banks).
NETA ASSESSMENT
Nelson specifically developed NETA Assessment in recognition of the importance of multiple-choice testing in today’s
classroom and in response to instructors’ concerns. NETA Assessment is a research-based program that improves the
quality of our test banks by ensuring our test banks measure not just recall (as is typical with test banks) but higher-level
thinking skills as well. NETA Assessment was created in partnership with David DiBattista, a 3M National Teaching
Fellow, professor of psychology at Brock University, and researcher in the area of multiple-choice testing.
The NETA Assessment materials for Marketing, Fifth Canadian Edition include the following items:
 Multiple Choice Tests: Getting Beyond Remembering. This guide was written by David DiBattista and has been
designed to assist you in using Nelson test banks to achieve your desired outcomes in your course.
 Test Bank: The Test Bank was written by Michael Wade of Seneca College. It includes over 3000 questions.
Test Bank files are provided in rich text format for easy editing and printing with all common word-processing
formats., as well as a complete Test Bank in one pdf file.

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viii Introduction
 Computerized Test Bank by ExamView®: The Test Bank is also available in ExamView® computerized format.
This easy-to-use software is compatible with Microsoft Windows and Mac. Create tests by selecting questions
from the question bank, modifying these questions as desired, and adding new questions you write yourself.
You can administer quizzes online and export tests to WebCT, Blackboard, and other formats.
What You’ll Find in This Test Bank
The Test Bank for Marketing contains over 3000 questions, including almost 2500 multiple-choice questions, over 800
true/false and essay-type questions. The multiple-choice questions have been written and edited to conform to NETA
guidelines, which emphasize the development of higher-order thinking and the effective construction of questions.
NETA principles of question construction help eliminate ambiguity, arguable answers, guesswork, and unconscious cues
to test-savvy students, resulting in a test that accurately reflects student understanding.
The lines below each multiple-choice question provide the following information:
ANS: Correct answer
PTS: Points that can be assigned for each question (default is 1 point)
REF: Page reference to text
OBJ: Reference to the text’s chapter objective number
DIF: Indicates the question type: definition, application, comprehension
BLM: The Bloom category applicable to the question (Remember or Higher order)
NETA ENGAGEMENT
NETA Engagement’s foundational principles are based on student-centred learning, deep learning, active learning, and
creating positive classroom environments. Resources supporting NETA Engagement include this enriched instructor’s
manual with classroom engagement activities, and the ’s Guide to Classroom Engagement, a manual that sets
out the research underlying NETA Engagement and provides instructors with a framework to create engaging
classrooms. The structure of the Guide was created by Dr. Roger Fisher and validated by an interdisciplinary board of
scholars of teaching and learning.
RESOURCE CD-ROM (IRCD)
Key instructor ancillaries and supplemental cases are provided on an Resource CD-ROM.
 The Enhanced Manual contains a pedagogy grid of all the teaching resources you have for the
chapter, class plans for lecture, group work, and video, teaching tips and solutions for all chapter assignments,
discussion questions, and more.
 Each Test Bank chapter opens with a correlation grid to show the distribution of question types across learning
outcomes. Over 3000 multiple-choice, true-false, and essay questions allow you to test for comprehension, as
well as evaluate how you’re your students can apply chapter concepts.
 PowerPoint® lecture slides with videos and PowerPoint® lecture slides without videos, both sets covering the
key points and key concepts in the text.
 An Image Library of images from the text to use when personalizing your PowerPoint® lecture slides.
 Chapter 19: Internet Marketing is available for those classes that wish to cover this additional topic.
VIDEO PACKAGE
The Video Package is quite comprehensive. The CBC and BNN videos showcase the nuts and bolts of marketing at
existing companies. Company Clips video, along with their accompanying case studies, may be found in CourseMate
(accessible through ww.nelsonbrain.com. These videos help to reinforce what your students have learned by showcasing
people who are doing marketing every day.
COURSEMATE (www.nelsonbrain.com)
CourseMate brings concepts to life with interactive learning, study, and exam preparation tools that support the textbook.
CourseMate includes an integrated eBook, interactive teaching and learning tools including quizzes, flashcards, videos,
and more; downloadable instructor supplements; and Engagement Tracker, a first-of-its-kind tool that allows instructors
to monitor student engagement in the course.

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Introduction ix
APLIA
Aplia is a dynamic homework system dedicated to improving students’ learning by increasing their effort and
engagement with your course. Aplia offers students premium, automatically graded assignments with detailed
explanations that ensure they put forth effort on a regular basis. Aplia also saves instructors valuable time they’d
otherwise spend on routine grading while giving students an easy way to stay on top of coursework with regularly
schedulef assignments.
MUSIC2GO MARKETING: Principles of Marketing Simulation by Smartsms
Through the Smartsims easy-to-use interface, students will be taught the key principles of marketing and gain hands-on
experience at the development and implementation of marketing strategy. The competitive nature of Music2Go
encourages involvement and learning in a way that no other teaching methodology can.
RESOURCE I NTEGRATION GRID WITH CLASSROOM PLANNING SUGGESTIONS
The following grid contains numerous classroom planning suggestions to help you maximize the core text and the main
components of the supplement package for Marketing, 5e. The entire grid runs from page 9 through page 13
Text
PREPARING TO
TEACH
Review the chapter opening Learning Outcomes to get a quick overview of concepts covered
in the chapter.
Read the opening Marketing Happens case and determine whether you want to assign it as a
preparatory exercise, or incorporate it into the class period.
Review the chapter margins for the Terms covered in the chapter and their definitions.
LECTURE &
PRESENTATIO
N
Write the Learning Outcomes on the board as a reference for where you are in your lecture.
Direct students’ attention to the Customer Experience, Global Perspectives and Ethics in
Marketing boxes in the chapter.
CLASSROOM
ACTIVITIES &
DISCUSSION
In small groups, have students work the Review and Applications Questions at the end of the
chapter that relates to the content of the boxed feature.
Divide the class into groups and have them work through the Ethics Exercise in the end-of-
chapter pedagogy.
Use the Marketing Miscue case at the end of each part as an in-class group activity. Have
small groups report their results to the rest of the class.
EXTENDED
PROJECTS &
ACTIVITIES
Use the Application Exercise as a graded assignment.
Distribute the Career Exercise form this manual and have students complete the activities.
Distribute some of the Online Exercises from this manual that are associated with key
objectives and have students report their findings.
Assign students to keep a journal that tracks their own marketing experiences. Individually or
in teams, have students engage in the Great Ideas For Teaching exercises provided in this
manual and then present their work to the class.

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x Introduction
Manual NETA Test Bank
PREPARING
TO TEACH
Review the Pedagogy Grid at the beginning
of each chapter to find out what the chapter
features address.
Review the Chapter Outline and list of
Terms to familiarize yourself with the scope
of topics and terminology introduced in the
chapter.
Use ExamView to create short quizzes to use at
the end of class to determine student
understanding and involvement.
LECTURE &
PRESENTATI
ON
Use the Lesson Plan for Lecture to
organize the presentation of the chapter
content using PowerPoint.
Read the Chapter Outline for the chapter
you are covering.
Use the electronic copy on the
Resource CD-ROM to edit the notes to fit
the material you want to cover.
Review the Test Bank questions following your
lecture to identify relevant questions for chapter
tests, midterms, and exams.
Give short quizzes at the start of the class period
following your lecture to determine student
retention of concepts.
CLASSROOM
ACTIVITIES
&
DISCUSSION
Use the Lesson Plan for Group Work to
organize your presentation of the chapter
content.
Assign the Pre-Class Preparation for
Students from this plan to prepare your
students for the work they will do in class.
Use some of the In-Class Preview activities
from the Lesson Plan for Video Case to
warm-up your class before you delivery your
lecture or present the content.
Create short tests using ExamView and have
groups of students take them collectively,
reaching consensus for each question. Grade the
tests as an entire class and discuss any
discrepancies in the answers.
EXTENDED
PROJECTS &
ACTIVITIES
Assign students the Follow-Up activities
from the video lesson plan.
Assign students to complete any Review
and Applications that you did not
incorporate into your lesson plan.
Have the students complete the Class
Activity as take-home work or a weekly
project.
Have students create a 15-question test for the
chapter. Require them to use a variety of question
types and write proposed solutions. After you
review the assignment, compile them in an
anonymous review quiz packet for the chapter.
Assign an Essay question from the Test Bank as
take-home work. Select a question that
corresponds to concepts your students found
confusing.
STUDENT
SELF-HELP
Review the Lesson Plan for Lecture and
identify any concepts that you think were
difficult for students to understand. Go over
these at the start of the next class period.
Provide students the answers for the Review
and Applications for review.
To help students review for exams, provide them
with answer keys to the short quizzes you
administered in class.

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Introduction xi
PowerPoint Video Cases
PREPARING TO
TEACH
Customize the slides for each chapter to
reflect what you want to cover in class.
Practice launching the embedded 30-
Second Ad Videos found in each chapter.
Assign students to review the videos
within the PowerPoint presentation slides.
Review the Lesson Plan for Video Case and the
Solutions to Video Case in the Manual.
Watch the Video Case segment for the chapter.
Assign students to read the segment summary and
questions in the Video Case section at the end of
the chapter.
LECTURE &
PRESENTATIO
N
Present the chapter material using the
slides.
Integrate video into your lecture by
launching the video ads from the
PowerPoints with Video.
During your lecture, use the company featured in
the video as a basis for supplemental examples of
chapter content.
Point to instances in the segment that reflect the
marketing concept.
Use the Video Case segment as the basis for your
presentation of chapter content.
CLASSROOM
ACTIVITIES &
DISCUSSION
Modify the PowerPoints so
that they are intentionally erroneous and
use for review sessions. Have students
find the errors and offer corrections.
Divide students into pairs and have them
write teaching notes for the slides. Have
students design a collection of 3 to 5
slides that cover either the Marketing
Happens case that opens the chapter, or
the Case Study in the end-of-chapter
pedagogy
Use the In-Class Previewing Activities from the
Manual to guide your introduction of
the video segment.
While watching, have students check off learning
outcomes from the chapter that are addressed the
video.
Divide students into groups to do the Follow-Up
Activities from the lesson plan in the instructor
manual.
Have students work in pairs to create three
sentences that describe the video segment in
marketing terms.
EXTENDED
PROJECTS &
ACTIVITIES
Assign students to read the Critical
Thinking Case and create a 10-slide
presentation that depicts the main issues
and proposes a solution.
Have the students create their own
Review Learning Outcome diagrams that
depict the content in the review summaries
(one diagram per review). If students are
able, ask them to create their visual
summary in PowerPoint format to share
with the class.
Assign students to use the research tools available
with the book to find out all they can about the
company highlighted in the video.
Ask students to draft a questionnaire that can be
used as the basis for an interview with a local
business manager in the same industry as the
company in the video. Have students share their
discoveries about how local businesspeople deal
with issues related to the chapter concepts.
STUDENT
SELF-HELP
Suggest that students make note of the
slides that were confusing during the
lecture, being careful to identify the
learning outcome on the bottom left of the
slide. Send students to the text to review
the relevant section.
Have students review the segments using
CourseMate to reinforce their understanding of
chapter concepts.

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xii Introduction
USING CRITICAL THINKING IN CASE STUDIES
The use of critical thinking is an effective teaching tool, changing the usual scenario of talking-teacher and quiet-student.
Students and instructors must also accept more than two-way thinking. There aren’t any absolutely right or wrong
answers. Students and instructors need to develop a variety of possible answers and through consensus develop what the
class thinks are the best solutions. Answers provided in this Manual are only guidelines. Developing
solutions through class consensus will also enable you to keep the cases current by allowing students to update
information not contained in the actual case.
Students should begin by reading the case. Usually students need to read the case more than once. Because problem
solving and market planning are usually accomplished by a marketing team, we recommend that you recreate this setting
in your classroom by allowing students to work in small groups to answer the case questions. Establish a competitive
atmosphere, possibly by awarding bonus points for the groups who develop the most creative and feasible ideas. All
ideas should be considered. Ask the class to vote on the best possible solution or idea. This will promote brainstorming
and teamwork.
Critical thinking will only happen when students truly understand the concepts presented in the text. Refer students back
to information in the text or review major concepts presented in the case. Students will be asked to go beyond the
information presented in the case to reach their conclusions. Skills in predicting, evaluating, and defending their
decisions will be key in developing critical thinking.
The main objective is not to reiterate existing material from the case, but to be able to demonstrate knowledge and
application by proposing solutions and developing plans for the future. Encourage students to compare, question, and
differentiate. Students will follow the role you set. Urge students to challenge each other's ideas and question the current
campaigns and strategies of companies portrayed in the cases.
Case studies that require students to think critically will sharpen their problem-solving and communication skills—skills
essential to success in the business world. Business needs critical yet creative thinkers. The critical thinking cases in the
text are designed to cultivate both.
HOW TO USE THE VIDEOS
Dual Option Videos. The 5th Canadian Edition of Marketing, is supported by two types of videos. Each chapter has a
collection of videos at varying lengths: short, 30-second ads are embedded in the PowerPoint ™ presentation for each
chapter; a longer, 7- to 10-minute video highlights an operating company.
Instead of tying cases to the videos, which often results in repetitive information, we have created a slate of teaching
outlines to help you teach through the video. That means to use the video as part of the transfer of information rather
than just as a break from the lecture. All video teaching notes are designed to engage the student in active viewing. By
following the video lesson plans, you will be able to reach students with multiple learning styles. We have used a variety
of media and activity types to help your students gain a deeper understanding of the marketing concepts presented.
On the next page is a grid showing how the various video cases can be used across the entire text. These videos are from
many sources including, the CBC, the Business News Network (BNN) and some are from other sources.

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Introduction xiii
Feature and Encore Presentation Video Selection
Chapter Name Ch # Video Case
Lead segment(s) for
chapter
For this chapter,
also consider the
Video Case of…
Overview of Marketing 1 Wormboy Town Doctor
Strategic Planning for
Competitive Advantage
2 Town Doctor Canadian Tire:
Canadian Tire’s Back-
to-Basics Strategy
Ethics and the Marketing
Environment
3 A Look at the Educational Toy
Market
Marketing To Boomers
Consumer Decision Making 4 The Psychology of Consumer
Spending
Advertising in a Digital
Age
Business Marketing 5 Smed CargoJet
Segmenting and Targeting
Markets
6 Marketing To Boomers Sports Sponsorships
Decision Support Systems and
Marketing Research
7 Forecasting Canadian
Automobile Sales:
Adjusting to Changing Times
The North American
International
Auto Show
Product Concepts 8 Fake Merchandize A Look at the
Educational Toy
Market
Developing and Managing
Products
9 IdeaFetch The North American
International
Auto Show
Services and Nonprofit
Organization Marketing
10 Credit Life Insurance Busted: easyhome
Marketing Channels and Supply
Chain Management
11 CargoJet Smed
Retailing 12 Canadian Tire: Canadian
Tire’s Back-to-Basics
Strategy
Amazon.com Seeks To
Enter Canada
Integrated Marketing
Communications
13 Advertising in a Digital Age Sports Sponsorships
Advertising and Public
Relations
14 Sports Sponsorships Advertising in a Digital
Age
Sales Promotion and Personal
Selling
15 The North American
International
Auto Show
Smed
Pricing Concepts 16 Busted: easyhome Fake Merchanidize
Setting the Right Price 17 Air Wars Smed
Customer Relationship
Management (CRM)
18 Gift Cards Advertising in a
Digital Age
Marketing On The Web
19 Amazon.com Seeks To Enter
Canada
Advertising in a Digital
Age

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xiv Introduction
Sample Syllabus
COURSE: MKT XXX: Introduction to Marketing
DAYS/TIMES: Monday, Wednesday, and Friday 10:30 AM – 11:20 AM
: Dr. Jane Doe
OFFICE LOCATION/HOURS: Business Hall 100; Monday through Friday 8:00 AM - 9:00 AM
OFFICE PHONE NUMBER: (000) 555-5555
EMAIL ADDRESS: Jane.Doe@university.edu
TEXTBOOK: Lamb, Hair, McDaniel, Faria and Wellington: Marketing, 5th Canadian Ed.,
Nelson Education Limited © 2012.
Course Description
This course provides an introduction to marketing. Prerequisites: none.
Learning Outcomes
At the conclusion of this course, the student should be able to:
 Define marketing and discuss what it entails;
 Discuss how environmental factors affect marketing activities;
 Describe the factors involved in consumer decision making;
 Segment markets and develop the profile of a target market;
 Develop product strategies and discuss how services and nonprofit “products” differ from traditional
ones;
 Develop distribution, promotion, and pricing strategies;
 Explain the importance of Internet marketing, customer relationship marketing, and one-to-one
marketing.
Methods of Learning
A variety of techniques will be used to enhance your learning for this course. These include lecture,
discussion, debates, exams, video cases, in-class group activities, out-of-class group and individual
assignments, and Internet research. You are expected to come to every session having completed your reading
and/or other assignments.
Course Evaluation
You will have several opportunities to demonstrate your knowledge and understanding of the principles
taught in this course. Though much of the learning is actually achieved in-class, you are expected to complete
certain assignments before class and to turn in outside assignments on time. Maximum point values are as
follows:
Exams* 300 points
Final exam 200 points
Individual assignments 300 points
Group projects 200 points
Total 1,000 points
*Of the four regular exams given in this course, only your three highest scores will count.
Your final grade for the course is based on the number of point you’ve earned during the semester:
A = 900 - 1,000 points
B = 800 - 899 points
C = 700 - 799 points
D = 600 - 699 points
F = Below 600 points

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Introduction xv
Sample Course Schedules
For a 16-Week Term (meeting two or three times per week):
Week Chapter Chapter Title or Activity
1
1
Course Introduction
An Overview of Marketing
2 2 Strategic Planning for Competitive Advantage
3 3 Social Responsibility, Ethics, and the Marketing Environment
Exam #1
4 4
5
Consumer Decision Making
Business Marketing
5 6 Segmenting and Targeting Markets
6 7 Decision Support Systems and Marketing Research
Exam #2
7 8 Product Concepts
8 9
10
Developing and Managing Products
Services and Nonprofit Organization Marketing
9 11
12
Marketing Channels and Logistics Decisions
Retailing
10
13
Exam #3
Integrated Marketing Communications
11 14
15
Advertising and Public Relations
Sales Promotion and Personal Selling
12 16
17
Pricing Concepts
Setting the Right Price
13 18 Exam #4
Customer Relationship Management
14 19 Marketing On The Web
Begin Team Project Presentations OR Individual Project
Presentations
15 Continue Team Project Presentations OR Individual Project
Presentations
Course Conclusion and Final Exam Review
16 Final Exam
Note: The above schedule allows some time for a fall or spring break and/or holidays. Since these vary by
educational institution, extra time is allowed toward the end of the semester for projects and presentations.

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xvi Introduction
For a 12-Week Term (meeting two or three times per week):
Week Chapter Chapter Title or Activity
1
1
Course Introduction
An Overview of Marketing
2 2
3
Strategic Planning for Competitive Advantage
Social Responsibility, Ethics, and the Marketing Environment
3
4
Exam #1
Consumer Decision Making
4 5
6
Business Marketing
Segmenting and Targeting Markets
5 7
8
Decision Support Systems and Marketing Research
Exam #2
Product Concepts
6 9
10
Developing and Managing Products
Services and Nonprofit Organization Marketing
7 11
12
Marketing Channels and Logistics Decisions
Retailing
8
13
14
Exam #3
Integrated Marketing Communications
Advertising and Public Relations
9 15
16
Sales Promotion and Personal Selling
Pricing Concepts
10 17
18
Setting the Right Price
Exam #4
Customer Relationship Management
11 19 Marketing On The Web
Begin Team Project Presentations OR Individual Project
Presentations
12 Continue Team Project Presentations OR Individual Project
Presentations
Course Conclusion and Final Exam Review
Final Exam
Note: The above schedule allows some time for a fall or spring break and/or holidays. Since these vary by
educational institution, extra time is allowed toward the end of the semester for projects and presentations.

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