Essentials of Marketing iii
ESSENTIALS OF MARKETING, 15th EDITION
INSTRUCTOR’S MANUAL
Table of Contents
PART I: HOW TO USE THIS MANUAL ................................................................................. I-1
INTRODUCTION ............................................................................................................................... I-1
OVERVIEW OF THIS MANUAL – A ROAD MAP ............................................................................... I-1
CONCLUDING REMARKS ................................................................................................................ I-4
PART II: OVERVIEW OF THE MAJOR ELEMENTS OF P.L.U.S. ................................. II-1
INTRODUCTION .............................................................................................................................. II-1
ESSENTIALS OF MARKETING, 15th EDITION ................................................................................ II-1
WHAT’S NEW IN THIS EDITION OF ESSENTIALS OF MARKETING?
Digital Updates… ......................................................................................................................... II-2
Content Updates…....................................................................................................................... II-3
Chapter-by-Chapter Updates ...................................................................................................... II-5
SMARTBOOK WITH LEARNSMART… ............................................................................................ II-11
INSTRUCTOR'S MANUAL & DIGITAL IMPLEMENTATION GUIDE TO ACCOMPANY
ESSENTIALS OF MARKETING 15E…… ................................................................................... II-11
INTERACTIVE POWERPOINT LECTURE SLIDES AND SCRIPTS............................................ II-11
BANK OF OBJECTIVE TEST QUESTIONS .................................................................................... II-11
VIDEO PACKAGE FOR ESSENTIALS OF MARKETING 15E: TEACHING VIDEOS, VIDEO
CASES, AND NEW iSEEIT! VIDEOS ........................................................................................ II-12
CONNECT FOR ESSENTIALS OF MARKETING 15E…................................................................... II-12
Connect Interactives… ............................................................................................................... II-12
NEW – Now in Connect a New Interactive – Marketing Analytics: Data to Knowledge… ............. II-12
Connect Questions… ................................................................................................................. II-13
LearnSmart Questions… ............................................................................................................ II-13
Practice Marketing simulation….................................................................................................. II-13
FIND INSTRUCTOR RESOURCES ON CONNECT (LIBRARY
INSTRUCTOR RESOURCES)
at the ONLINE LEARNING CENTER FOR ESSENTIALS OF MARKETING, 15e… .................... II-14
AUTHOR BLOG FOR INSTRUCTORS – TEACH THE 4 PS… ......................................................... II-15
ESSENTIALS OF MARKETING “CARTRIDGES” FOR YOUR LEARING MANAGEMENT SYSTEM…II-15
PART III: IDEAS ABOUT TEACHING THE FIRST MARKETING COURSE .............. III-1
INTRODUCTION ............................................................................................................................. III-1
1. COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING ................................. III-1
Essentials of Marketing and P.L.U.S. Support Many Approaches ............................................... III-1
In-Class or Online Lectures…...................................................................................................... III-2
Active Learning and Essentials of Marketing ............................................................................... III-2
It Helps to Remind Students about the Structure of Your Course ............................................... III-4
Students Often Appreciate a Written Course Overview .............................................................. III-7
Sample Course Overview .......................................................................................................... III-9
2. SUGGESTIONS FOR WRITING COURSE OBJECTIVES ......................................................... III-15

Table of Contents
iv Perreault, Cannon, & McCarthy
3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES
WITH VARIOUS LENGTHS ..................................................................................................... III-15
4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING IN
YOUR CLASSROOM ............................................................................................................... III-16
5. COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND LEARNSMART ................. III-17
Connect Marketing Homework Exercises.................................................................................. III-17
NEW! This edition – Marketing Analytics: Data to Knowledge – Now in Connect… .................... III-18
LearnSmart for Essentials of Marketing .................................................................................... III-18
Practice Marketing.................................................................................................................... III-18
6. COMMENTS ON NEW MARKETING ANALYTICS: DATA TO KNOWLEDGE ........................... III-19
Problems with a Focus on Marketing Decision-Making ............................................................. III-19
Teaching/Learning Objectives ................................................................................................. III-19
Specific Benefits of the Approach ............................................................................................ III-20
Complete Solutions to All of the Problems ............................................................................... III-20
Other Factors to Consider: Time Required ............................................................................... III-20
Content ................................................................................................................................... III-20
Ideas on Ways to Incorporate the Problems in the Course ....................................................... III-21
7. COMMENTS ON THE ONLINE TOOLKITS .............................................................................. III-22
8. COMMENTS ON THE ETHICAL DILEMMAS ............................................................................ III-29
9. COMMENTS ON THE END-OF-CHAPTER QUESTIONS AND PROBLEMS ........................... III-29
10. COMMENTS ON THE CASES AND VIDEO CASES ................................................................ III-30
Overview of Marketing Situations in Cases .............................................................................. III-33
11. COMMENTS ON ESSENTIALS OF MARKETING’S OBJECTIVE TEST QUESTIONS ............. III-34
12. COMMENTS ON THE INTERACTIVE POWERPOINT LECTURE SLIDES, PRINT ADS,
AND YOUTUBE POWERPOINTS ........................................................................................... III-35
Basic PowerPoints …................................................................................................................ III-35
Enhanced PowerPoints …......................................................................................................... III-35
Color Ads ................................................................................................................................. III-38
YouTube PowerPoints .............................................................................................................. III-36
Table of YouTube PowerPoints and Chapter Links…................................................................. III-37
13. COMMENTS ON THE INSTRUCTOR’S RESOURCE CD TO ACCOMPANY ESSENTIALS
OF MARKETING ...................................................................................................................... III-56
14. COMMENTS ON THE TEACHING VIDEOS ............................................................................. III-56
Summary Table of Essentials of Marketing Teaching Videos ................................................... III-57
15. IDEAS FOR STUDENT PROJECTS ......................................................................................... III-60
16. FEEDBACK TO THE AUTHORS .............................................................................................. III-62
PART IV: CHAPTER-BY-CHAPTER AIDS – ANSWERS TO QUESTIONS AND
EXERCISES .............................................................................................................................. IV-1
INTRODUCTION ............................................................................................................................. IV-1
CHAPTER 1: MARKETING'S VALUE TO CONSUMERS, FIRMS, AND SOCIETY ...................... IV-1-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-1-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 1: REVENUE, COST, AND PROFIT
RELATIONSHIPS ............................................................................................................ IV-1-6
COMMENTS ON USE OF SUGGESTED CASES ................................................................... IV-1-9
COMMENTS ON USE OF ETHICAL DILEMMA ...................................................................... IV-1-9
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-1-10
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-1-10

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Essentials of Marketing v
CHAPTER 2: MARKETING STRATEGY PLANNING ................................................................... IV-2-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-2-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 2: TARGET MARKETING .................... IV-2-8
COMMENTS ON USE OF SUGGESTED CASES ................................................................. IV-2-10
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-2-11
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-2-12
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-2-13
CHAPTER 3: EVALUATING OPPORTUNITIES IN THE CHANGING
MARKET ENVIRONMENT ........................................................................................................... IV-3-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-3-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 3: COMPETITOR ANALYSIS ............... IV-3-6
COMMENTS ON USE OF SUGGESTED CASES ................................................................. IV-3-10
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-3-11
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-3-11
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-3-12
CHAPTER 4: FOCUSING MARKETING STRATEGY WITH SEGMENTATION
AND POSITIONING ...................................................................................................................... IV-4-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-4-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 4: SEGMENTING CUSTOMERS .......... IV-4-3
COMMENTS ON USE OF SUGGESTED CASES ................................................................... IV-4-7
COMMENTS ON USE OF ETHICAL DILEMMA ...................................................................... IV-4-8
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE .......................................................................................................... IV-4-9
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-4-10
CHAPTER 5: FINAL CONSUMERS AND THEIR BUYING BEHAVIOR ....................................... IV-5-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-5-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 5: SELECTIVE PROCESSES .............. IV-5-7
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-5-10
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-5-11
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-5-11
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-5-12
CHAPTER 6: BUSINESS AND ORGANIZATIONAL CUSTOMERS AND
THEIR BUYING BEHAVIOR ........................................................................................................ IV-6-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-6-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 6: VENDOR ANALYSIS ....................... IV-6-5
COMMENTS ON THE USE OF SUGGESTED CASES ........................................................... IV-6-8
COMMENTS ON USE OF ETHICAL DILEMMA ...................................................................... IV-6-8
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE .......................................................................................................... IV-6-9
SUMMARY OF CONNECT HOMEWORK EXERCISES........................................................... IV-6-9
CHAPTER 7: IMPROVING DECISIONS WITH MARKETING INFORMATION .............................. IV-7-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-7-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 7: MARKETING RESEARCH ............... IV-7-5
COMMENTS ON THE USE OF SUGGESTED CASES ........................................................... IV-7-8
COMMENTS ON USE OF ETHICAL DILEMMA ...................................................................... IV-7-9
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE .......................................................................................................... IV-7-9
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-7-10

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vi Perreault, Cannon, & McCarthy
CHAPTER 8: ELEMENTS OF PRODUCT PLANNING FOR GOODS AND SERVICES ................ IV-8-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-8-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 8: BRANDING DECISION .................... IV-8-7
COMMENTS ON USE OF SUGGESTED CASES ................................................................. IV-8-10
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-8-12
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-8-12
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-8-13
CHAPTER 9: PRODUCT MANAGEMENT AND NEW-PRODUCT DEVELOPMENT ..................... IV-9-1
COMMENTS ON QUESTIONS AND PROBLEMS .................................................................. IV-9-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 9: GROWTH STAGE COMPETITION .. IV-9-6
COMMENTS ON THE USE OF SUGGESTED CASES ........................................................... IV-9-9
COMMENTS ON USE OF ETHICAL DILEMMA ...................................................................... IV-9-9
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-9-10
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-9-11
CHAPTER 10: PLACE AND DEVELOPMENT OF CHANNEL SYSTEMS .................................. IV-10-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-10-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 10: INTENSIVE VS. SELECTIVE
DISTRIBUTION .......................................................................................................................... IV-10-7
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-10-9
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................. IV-10-10
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE….................................................................................................... IV-10-11
SUMMARY OF CONNECT HOMEWORK EXERCISES....................................................... IV-10-11
CHAPTER 11: DISTRIBUTION CUSTOMER SERVICE AND LOGISTICS ................................. IV-11-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-11-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 11: TOTAL DISTRIBUTION COST ..... IV-11-5
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-11-8
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-11-8
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-11-9
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-11-9
CHAPTER 12: RETAILERS, WHOLESALERS, AND THEIR STRATEGY PLANNING .............. IV-12-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-12-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 12: SELECTING CHANNEL
INTERMEDIARIES ......................................................................................................... IV-12-6
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-12-9
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................. IV-12-10
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ...................................................................................................... IV-12-10
SUMMARY OF CONNECT HOMEWORK EXERCISES....................................................... IV-12-11
CHAPTER 13: PROMOTION – INTRODUCTION TO INTEGRATED
MARKETING COMMUNICATIONS ............................................................................................ IV-13-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-13-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 13: SELECTING A
COMMUNICATIONS CHANNEL .................................................................................... IV-13-5
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-13-7
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-13-7
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY

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Essentials of Marketing vii
CLINIC EXERCISE ........................................................................................................ IV-13-8
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-13-9
CHAPTER 14: PERSONAL SELLING AND CUSTOMER SERVICE .......................................... IV-14-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-14-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 14: SALES COMPENSATION ............ IV-14-3
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-14-7
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-14-7
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-14-8
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-14-8
CHAPTER 15: ADVERTISING AND SALES PROMOTION ........................................................ IV-15-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-15-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 15: SALES PROMOTION ................... IV-15-6
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-15-8
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-15-9
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-15-9
SUMMARY OF CONNECT HOMEWORK EXERCISES....................................................... IV-15-10
CHAPTER 16: PUBLICITY: PROMOTION USING EARNED MEDIA, OWNED MEDIA,
AND SOCIAL MEDIA…....................................................................................................IV16-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-16-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 16: SALES ANALYTICS ..................... IV-16-3
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-16-6
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-16-7
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-16-8
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-16-8
CHAPTER 17: PRICING OBJECTIVES AND POLICIES ............................................................ IV-17-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-17-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 17: CASH DISCOUNTS ..................... IV-17-5
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-17-8
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-17-8
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-17-9
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-17-9
CHAPTER 18: PRICE SETTING IN THE BUSINESS WORLD ................................................... IV-18-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-18-1
MARKETING ANALYTICS: DATA TO KNOWLEDGE 18: BREAK-EVEN/PROFIT ANALYSIS IV-18-3
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-18-6
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-18-7
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-18-8
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-18-8
CHAPTER 19: ETHICAL MARKETING IN A CONSUMER-ORIENTED WORLD:
APPRAISAL AND CHALLENGES ....................................................................................... IV-19-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................ IV-19-1
COMMENTS ON THE USE OF SUGGESTED CASES ......................................................... IV-19-3
COMMENTS ON USE OF ETHICAL DILEMMA .................................................................... IV-19-6
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ........................................................................................................ IV-19-6

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viii Perreault, Cannon, & McCarthy
SUMMARY OF CONNECT HOMEWORK EXERCISES......................................................... IV-19-7
“CASE-STYLE” INTEGRATIVE CROSS-CHAPTER TEST QUESTIONS ............................... IV-19-7
BONUS CHAPTER 1: IMPLEMENTING AND CONTROLLING MARKETING PLANS:
EVOLUTION AND REVOLUTION … ........................................................................... IV-BC1-1
COMMENTS ON QUESTIONS AND PROBLEMS ............................................................. IV-BC1-1
COMMENTS ON THE USE OF SUGGESTED CASES ...................................................... IV-BC1-3
COMMENTS ON USE OF ETHICAL DILEMMA ................................................................. IV-BC1-3
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ..................................................................................................... IV-BC1-4
SUMMARY OF CONNECT HOMEWORK EXERCISES...................................................... IV-BC1-5
BONUS CHAPTER 2: MANAGING MARKETING’S LINK WITH OTHER FUNCTIONAL
AREAS … ................................................................................................................... IV-BC2-1
COMMENTS ON QUESTIONS AND PROBLEMS ............................................................. IV-BC2-1
COMMENTS ON THE USE OF SUGGESTED CASES ...................................................... IV-BC2-4
COMMENTS ON USE OF ETHICAL DILEMMA ................................................................. IV-BC2-4
COMMENTS ON USE OF MARKETING PLANNING FOR HILLSIDE VETERINARY
CLINIC EXERCISE ..................................................................................................... IV-BC2-5
SUMMARY OF CONNECT HOMEWORK EXERCISES...................................................... IV-BC2-6
APPENDIX A: ECONOMICS FUNDAMENTALS ......................................................................... IV-A-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................. IV-A-1
APPENDIX B: MARKETING ARITHMETIC ................................................................................. IV-B-1
COMMENTS ON QUESTIONS AND PROBLEMS ................................................................. IV-B-1
APPENDIX C: CAREER PLANNING IN MARKETING ................................................................ IV-C-1
APPENDIX D: HILLSIDE VETERINARY CLINIC MARKETING PLAN ........................................ IV-D-1
PART V: COMMENTS ON CASES IN ESSENTIALS OF MARKETING ...................... V-1
INTRODUCTION .............................................................................................................................. V-1
Traditional Cases ........................................................................................................................V-1
Video Cases ................................................................................................................................V-1
COMMENTS ON EACH OF THE TRADITIONAL CASES ................................................................. V-2
Case 1: McDonald's "Seniors" Restaurant .................................................................................. V-2
Case 2: Nature’s Way Foods, Inc. .............................................................................................. V-2
Case 3: Real NOCO Soccer Academy ........................................................................................ V-3
Case 4: Computer Xperts ........................................................................................................... V-4
Case 5: Polymer Dynamics ........................................................................................................ V-6
Case 6: Steel Solutions .............................................................................................................. V-6
Case 7: Waimate Springs Lodge ................................................................................................ V-6
Case 8: Salvaggio’s Trattoria....................................................................................................... V-7
Case 9: Restful Night Motel ........................................................................................................ V-8
Case 10: Sampson’s Ice Center ............................................................................................... V-10
Case 11: Run Free ................................................................................................................... V-11
Case 12: DrV.com—Custom Vitamins ...................................................................................... V-13
Case 13: AAA Office World (AAA) ............................................................................................ V-15
Case 14: Shrock and Oh .......................................................................................................... V-15

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Essentials of Marketing ix
Case 15: The Olentangy Group ................................................................................................ V-16
Case 16: Tall Timber Lumber Supply ........................................................................................ V-16
Case 17: Simply Pure H2O4U, Inc. ........................................................................................... V-17
Case 18: West Tarrytown Volunteer Fire Department (WTVFD) ................................................ V-21
Case 19: UltimateWedding.com ................................................................................................ V-23
Case 20: Minnehaha Lagoon Marine & Camp ........................................................................... V-25
Case 21: Geonovo Chemical, Inc. (GCI) ................................................................................... V-26
Case 22: Bright Light Innovations: The Starlight Stove .............................................................. V-26
Case 23: Schmidt Furniture ...................................................................................................... V-28
Case 24: WireX ........................................................................................................................ V-28
Case 25: Whittier Plastics Mfg. ................................................................................................. V-29
Case 26: Abundant Harvest ...................................................................................................... V-30
Case 27: Advanced Molding, Inc. ............................................................................................. V-30
Case 28: AAT Tools (AAT) ....................................................................................................... V-31
Case 29: Quality Iron Castings, Inc. .......................................................................................... V-32
Case 30: Walker-Winkle Mills, Ltd. ........................................................................................... V-33
Case 31: Bowman Home Health Services (BHHS) .................................................................... V-33
Case 32: Lever, Ltd. .................................................................................................................. V-34
Case 33: Kennedy & Gaffney (K&G) ......................................................................................... V-34
Case 34: Chess Aluminum Worldwide (CAW) ........................................................................... V-35
Case 35: Skipper’s Pizzeria....................................................................................................... V-35
Case 36: Silverglade Homebuilders ........................................................................................... V-36
Cases 37 & 38: Mallory’s Lemonade Stand (A) and (B) … ..........................................................V-40

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McGraw-Hill Higher Education
Instructor’s Manual to accompany
Essentials of Marketing,15th edition
by William D. Perreault, Jr., Joseph P. Cannon, and E. Jerome McCarthy
Copyright 2017 by The McGraw-Hill Companies, Inc.
Previous editions 2014, 2011, 2009, 2008, 2005, 2002, 1999, 1996, 1993, 1990, 1987, 1984, 1981, 1978,
1975, 1971, 1968, 1964, 1960
Printed in the United States of America
Contents of this book, or parts thereof, may be reproduced for use with
ESSENTIALS OF MARKETING, provided such reproductions bear copyright notice. They may
not be reproduced in any form for any other purpose without permission of the publisher.
Essentials of Marketing 15e, ISBN 978-1-259-57353-8
http://www.mhhe.com

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Essentials of Marketing I-1
Part I:
How to use this manual
INTRODUCTION
There are many effective ways to teach the beginning marketing course – and we know that how you
design your course depends on your objectives and your students' needs. Our aim in preparing this
Instructor's Manual – and more generally in preparing Essentials of Marketing and everything that goes
with it – has been to provide you with a complete and flexible set of high-quality teaching and learning
materials – materials that really work together and help you to offer your students a truly professional
course. You can design your own course system by selecting from among a wide variety of teaching units
those elements that fit your style and your students' needs.
A great number of different types of Professional Learning Units Systems have been anticipated in
developing these materials – so we call the whole package P.L.U.S. Your system represents the custom
mix of P.L.U.S. elements you select for your students. The exhibit on the next page summarizes major
components of our P.L.U.S. package.
Our objective is to offer you a P.L.U.S. "menu" so that you can conveniently select units you want – and
disregard what you do not want. You can have confidence that the units you select will work well together.
To help you in selecting from this "menu," this Instructor's Manual provides additional discussion of each
of the major components of P.L.U.S. – as well as a comprehensive set of ideas and suggestions on
teaching the first marketing course. Almost all of the materials are available to you in computer files on
the Instructor’s Resource CD so you can easily make your selections.
OVERVIEW OF THIS MANUAL – A ROAD MAP
This manual is organized into five major parts. The focus and purpose of each part is briefly described
below:
Part I: How to Use This Manual
Part I simply provides a short overview of the rest of the manual.
Part II: Overview of the Major Elements of the P.L.U.S. Package
The purpose of this part of the Instructor's Manual is to provide you, in one place, with an overview of the
major elements of P.L.U.S. (short for Professional Learning Units Systems) that are available to you. This
section provides an overview of the major elements of P.L.U.S.:
 Essentials of Marketing, 15th edition
o What’s new in this edition of Essentials of Marketing?
 SmartBook with LearnSmart
 Instructor’s Manual & Digital Implementation Guide to Accompany Essentials of Marketing

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Part I
I-2 Perreault, Cannon, & McCarthy
o Overview of all teaching/learning units as well as suggested answers to all questions,
exercises, and assignments
 Interactive PowerPoint Lecture Slides and Scripts
 Bank of Objective Test Questions
 Video Package for Essentials of Marketing 15e: Teaching Videos, Video Cases and New iSeeIt!
Videos
 Connect Interactive exercises for Essentials of Marketing 15e
 Find “Instructor Resources” for Essentials of Marketing 15e on Connect (LibraryInstructor
Resources) at the Online Learning Center for Essentials of Marketing 15e.
 Author blog for Instructors – Teach the 4 Ps
 Essentials of Marketing cartridges for your Learning Management System
Part III: Ideas about Teaching the First Marketing Course
Part III provides a comprehensive set of ideas about teaching the first marketing course – including
more detailed information about some of the possibilities for using various components of P.L.U.S..
Specifically, Part III includes 16 sections that cover:
1. COMMENTS ON APPROACHES TO TEACH BEGINNING MARKETING
2. SUGGESTIONS FOR WRITING COURSE OBJECTIVES
3. SUGGESTIONS FOR THE PACE AND COVERAGE FOR COURSES WITH
VARIOUS LENGTHS
4. SUGGESTIONS FOR “FLIPPING THE CLASSROOM” AND/OR ACTIVE LEARNING IN
YOUR CLASSROOM
5. COMMENTS ON THE CONNECT HOMEWORK EXERCISES AND LEARNSMART
6. COMMENTS ON NEW MARKETING ANALYTICS: DATA TO KNOWLEDGE
7. COMMENTS ON THE ONLINE TOOLKITS
8. COMMENTS ON THE ETHICAL DILEMMAS
9. COMMENTS ON THE END-OF-CHAPTER QUESTIONS AND PROBLEMS
10. COMMENTS ON THE CASES AND VIDEO CASES
11. COMMENTS ON ESSENTIALS OF MARKETING’S OBJECTIVE TEST QUESTIONS
12. COMMENTS ON THE INTERACTIVE POWERPOINT LECTURE SLIDES, PRINT ADS, AND
YOUTUBE POWERPOINTS
13. COMMENTS ON THE INSTRUCTOR’S RESOURCE CD TO ACCOMPANY ESSENTIALS
OF MARKETING
14. COMMENTS ON THE TEACHING VIDEOS
15. IDEAS FOR STUDENT PROJECTS
16. FEEDBACK TO THE AUTHORS
In general, the information in Part III is designed to be helpful to you in planning your course – and in
developing a syllabus. You can easily skip any section in this part which is not of interest.
Part IV: Chapter-by-Chapter Aids: Comments on and Answers to Various
Exercises in Essentials of Marketing, 15e
Part IV provides answers to or discussion of all of the student assignment material, including:
 Questions and Problems that appear at the end of each chapter,
 Comments on NEW Marketing Analytics: Data to Knowledge exercises in Connect,
 Comments on the use of the "Suggested Cases" at the end of each chapter (this is in addition to
more detailed comments on each case provided in Part V),
 Comments on the Ethical Dilemma exercise in each chapter, and
 A summary of the Connect Homework Exercises for each chapter.

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How do use this
Essentials of Marketing I-3
The material in this part of the manual may be helpful to you at the point when you are
planning/selecting specific assignments for your syllabus. In addition, all of the materials are
organized on a chapter-by-chapter basis – to make it easier for you to find them when you need them
during the course. Further, the answers are clear and complete; you have everything you need for
class discussion of the questions or for grading of assignments. For example, the answers to the
questions and exercises based on the computer-aided problems include printed copies of all the
computer spreadsheets – so you don't need to spend time doing the assignments yourself.
Part V: Comments on Cases in Essentials of Marketing
Part V includes comments and teaching notes on each of the 38 marketing cases at the end of the text.
The discussion of each case supplements the suggestions that appear in the chapter-by-chapter aids
(Part IV). Comments and teaching notes on the 8 video cases are available in the Video Instructor’s
Manual.
CONCLUDING REMARKS
It has been our objective in preparing this edition of Essentials of Marketing – and the whole set of
P.L.U.S. materials that are available with it – to provide the most complete set of high-quality teaching
and learning materials available anywhere for the first marketing course. We sincerely hope that you find
these materials helpful and that they assist you in developing a course that meets your needs and your
objectives for your students.
Our work on all of these materials is an ongoing process. As you read this manual we will already be at
work on refinements and innovations for the next edition. Thus, we would welcome your comments and
suggestions about this manual, or more generally about any of the P.L.U.S. components. The most
efficient way to reach us is by sending an email to Joe.Cannon@ColoState.edu.
William D. Perreault, Jr., Joseph P. Cannon, and E. Jerome McCarthy

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