MKTG, 10th Edition Solution Manual
MKTG, 10th Edition Solution Manual offers structured learning with chapter-wise explanations and key points.
Sophia Johnson
Contributor
4.4
44
4 months ago
Preview (16 of 437)
Sign in to access the full document!
Chapter 1 ♦ An Overview of Marketing 1
CHAPTER 1 An Overview of Marketing
This chapter begins with the learning outcome summaries, followed by a set of lesson plans for you to use to
deliver the content in Chapter 1.
• Lecture (for large sections) on page 2
• Company Clips (video) on page 4
• Group Work (for smaller sections) on page 6
Review and Assignments begin on page 7
Review questions
Application questions
Application exercise
Ethics exercise
Video Assignment
Case assignment
Great Ideas for Teaching Marketing from faculty around the country begin on page 15
CHAPTER 1 An Overview of Marketing
This chapter begins with the learning outcome summaries, followed by a set of lesson plans for you to use to
deliver the content in Chapter 1.
• Lecture (for large sections) on page 2
• Company Clips (video) on page 4
• Group Work (for smaller sections) on page 6
Review and Assignments begin on page 7
Review questions
Application questions
Application exercise
Ethics exercise
Video Assignment
Case assignment
Great Ideas for Teaching Marketing from faculty around the country begin on page 15
2 Chapter 1 ♦ An Overview of Marketing
LEARNING OUTCOMES
1-1 Define the term marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. Marketing also requires all facets of a
company to work together to pool ideas and resources. One major goal of marketing is to create an exchange. An
exchange has five conditions, as listed below. Even if all five conditions are met, an exchange might not occur. People
engage in marketing whether or not an exchange happens.
Five conditions of exchange:
1 There must be at least two parties.
2 Each party has something that might be of value to the other party.
3 Each party is capable of communication and delivery.
4 Each party is free to accept or reject the exchange offer.
5 Each party believes it is appropriate or desirable to deal with the other party.
1-2 Describe four marketing management philosophies
The role of marketing and the character of marketing activities within an organization are strongly influenced by its
LEARNING OUTCOMES
1-1 Define the term marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. Marketing also requires all facets of a
company to work together to pool ideas and resources. One major goal of marketing is to create an exchange. An
exchange has five conditions, as listed below. Even if all five conditions are met, an exchange might not occur. People
engage in marketing whether or not an exchange happens.
Five conditions of exchange:
1 There must be at least two parties.
2 Each party has something that might be of value to the other party.
3 Each party is capable of communication and delivery.
4 Each party is free to accept or reject the exchange offer.
5 Each party believes it is appropriate or desirable to deal with the other party.
1-2 Describe four marketing management philosophies
The role of marketing and the character of marketing activities within an organization are strongly influenced by its
Loading page 6...
Loading page 7...
Loading page 8...
Loading page 9...
Loading page 10...
Loading page 11...
Loading page 12...
Loading page 13...
Loading page 14...
Loading page 15...
Loading page 16...
13 more pages available. Scroll down to load them.
Preview Mode
Sign in to access the full document!
100%