Solution Manual for Marketing, 8th Edition

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Solution Manual for Marketing, 8th Edition helps you break down challenging textbook sections for easy learning.

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Chapter 1 - Overview of Marketing Marketing 8th
1
Chapter 1
Overview of Marketing
Tools for Instructors
• Brief Chapter Outline
• Learning Objectives
• Extended Chapter Outline with Teaching Tips
• Answers to End of Chapter Learning Aids
• Chapter Case Study
• Additional Teaching Tips
• Connect Activities
Brief Chapter Outline
What Is Marketing?
The Importance of Marketing over Time
How Does Marketing Create Value, and How Do Firms Become More Value Driven?
End of Chapter Learning Aids
Chapter Case Study: A Flood of Water Consumption Choices
Learning Objectives
LO1-1 Define the role of marketing.
According to the American Marketing Association, formally, marketing is the “activity, set of institutions,
and processes for creating, capturing, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large. But marketing has a prominent role in every
person’s daily life, whether he or she is exchanging money for conventional products, exchanging
personal information for services, or exchanging time for a cause that gives him or her a good feeling. It
includes a vast range of stakeholders, including not just the firm and the customer but also other
members of the supply chain, communities, and society as a whole. Furthermore, the foundation of all
marketing can be summarized in the four Ps, such that marketing defines the product, price, place, and
promotion that firms use to get their offerings into consumers’ hands.
LO1-2 Detail the evolution of marketing over time.
Marketing has evolved from a production or sales-oriented approach, in which firms told people what they
could and should buy, to a market- and value- oriented perspective. In this more recent view, firms look
to their markets to tell them what they need to product and provide, in a way that creates value for them
and their customers.
LO1-3 Describe how marketers create value for a product or service.
Value stems from at least four main activities that value-driven marketers undertake and are reinforced
throughout the book:
• Adding value, such that they leverage various elements of marketing and work to build
relationships with partners and customers to ensure that they introduce their product, service, or
idea to the marketplace at just the place and time that customers want it.

Chapter 1 - Overview of Marketing Marketing 8th
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• Marketing analytics, which companies use to gather vast amounts of information about customers
and competitors, then analyze it and share it across their own organization and with partner firms.
• Social and mobile marketing, to take advantage of new technologies and connect with customers
using the latest social media channels.
• Ethical and societal dilemmas, such that firms engage in conscious marketing that takes into
account the benefits and costs of their actions for all stakeholders.
Extended Chapter Outline with Teaching Tips
I. What Is Marketing?
A. Marketing Is About Satisfying Customer Needs and Wants
B. Marketing Entails an Exchange
C. Marketing Creates Value through Product, Price, Place, and Promotion Decisions
1. Product: Creating Value
2. Price: Capturing Value
3. Place: Delivering the Value Proposition
4. Promotion: Communicating the Value Proposition
D. Marketing Can Be Performed by Individuals and Organizations
E. Marketing Affects Various Stakeholders
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What is the definition of marketing?
Answer: Marketing is the activity, set of institutions, and processes for creating, capturing,
communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large
2. Marketing is about satisfying _____ and _____.
Answer: Marketing is about satisfying needs and wants.
3. What are the four components of the marketing mix?
Answer: The four components of the marketing mix are product, place, price, and promotion.
4. Who can perform marketing?
Answer: Both individuals and organizations can perform marketing as marketing can entail B2C,
B2B, and C2C.

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II. The Importance of Marketing over Time
A. Marketing Helps Create Value
1. Production-Oriented Era
2. Sales-Oriented Era
3. Market-Oriented Era
4. Value-Based Marketing Era
Progress Check: A question is offered for students to check their understanding of marketing over time.
5. What are the various eras of marketing?
Answer: The eras of marketing include the production era, sales era, market era, and value-
based era.
III. How Does Marketing Create Value, and How Do Firms Become Value Driven?
A. Adding Value
B. Marketing Analytics
C. Social and Mobile Marketing
D. Ethical and Societal Dilemma
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Does providing a good value mean selling at a low price?
Answer: Value-based marketing isn’t just about low price; it is also about creating strong products
and services.
2. How are marketers connecting with customers using social and mobile media?
Answer: Marketers are steadily embracing new technologies, such as social and mobile media, to
allow them to connect better with their customers and thereby serve their needs.
Answers to End of Chapter Learning Aids
Marketing Digitally
1. Visit the websites for Hydro Flask (www.hydroflask.com), Yeti (www.yeti.com), and Nalgene
(www.nalgene.com) bottles. What value do these manufacturers provide customers? How are
their value propositions different?

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Student responses will vary, and faculty should review the websites to verify currency. Hydro Flash
focuses on its interpretation of simplicity through fun, adventure, and the outdoors. Yeti’s mission is to
“build the cooler you use every day if it existed.” Nalgene focuses on the fact that their produce is made of
50% recycled content. The three companies differ in the way they view the benefits of the product.
Hydro Flash views the psychological benefits of their products by stressing the adventures consumers
can enjoy while using their products; whereas, yeti looks at the practical side in the variety of places
where it makes sense to use their product. Nalgene uses an appeal to those who are concerned about
the sustainability of the environment.
2. Go to Instagram.com and navigate to the “About Us” section. What is Instagram’s mission?
How could a marketer use Instagram, and what other social media tools could they use? What
are the drawbacks a marketer might face when using Instagram to communicate with their
customers?
Mission: Facebook's mission is to capture and share the world’s moments.
Marketers can use Instagram by encouraging users to incorporate #tags into their postings to promote the
company. For marketers with a budget, Instagram offers filters to reach to promote the location where the
picture was taken. They also offer the Instagram logo and other assets for use on websites, in store
windows, or other marketing materials. Facebook and TicTok are other social media platforms that can
be. Used. One drawback a marketer might face when using Instagram to communicate with their
customers is that they have no control over the types of pictures the user might take and the image they
might portray.
3. Visit the site of any company from which. You receive some free service (e.g. Facebook,
Spotify, TikTok, Twitter, Gmail). Check you setting to see what information to have given the
company to exchange for the service. Is the value of the information you have provided
equivalent to the value the company provides you with as a service?
Students answers will vary greatly depending on the service they visit and the privacy settings they have.
Many people set up these services without really checking what information they don’t have to share and
what they do. Those who blindly set up these services without investigating the restrictions they can give
in the privacy settings. The looser the privacy settings, the less likely students will believe that the
exchange is worth it. Another factor that comes into play is that many times students lack the life
experience to realize that negative ramifications that can come with sharing too much information so they
may not realize how much they are giving away.
Marketing Applications
1. Do you know the difference between needs and wants? When companies that sell coffee
develop their marketing strategy, do they concentrate on satisfying their customers’ needs or
wants? What about a utility company, such as the local power company? A humanitarian
agency, such as Doctors without Borders?
Needs are essential items that individuals cannot live without. These include necessities like shelter,
health care, basic food, and basic transportation. Wants are products that customers would like to have
and view as improving their quality of life, like brand-name clothing, computers, and luxury vehicles.
This question is intended to make students think about the difference between customer needs and
wants, as well as how companies might address one or both. It also challenges students to explore
whether different types of companies address the needs and wants of consumers differently. Companies

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that sell coffee most likely concentrate on satisfying customers’ wants, as their products are not
considered essential items. Firms also must respond to competitors’ offerings. An electric utility company
might have a strong imperative to satisfy customers’ needs for reliable electricity but not focus as much
on customer wants because it faces little market competition. Student responses should reflect an
awareness of considering both consumers’ wants and needs. Humanitarian agencies, like Doctors
without Borders, are satisfying customers’ needs, especially their basic needs for health care and
medicine.
2. People can apply marketing principles to finding a job. If the person looking for a job is the
product, describe the other three Ps.
Students should define the remaining Ps in the marketing mix and better define the product P. In addition,
answers should consider how a person seeking employment can offer value to a potential employer and
how employers might add value to prospective employees. Responses should answer the following
questions.
What employer needs and wants can the applicant offer to fulfill (product)?
What will it cost the potential employer to hire the applicant (price)?
How will the employer promote the job to the pool of possible applicants (promotion)?
Where and when will the job be available (place)?
3. What is the difference between a good and a service? When you buy a music subscription on
Spotify, are you buying a good or service? Would your answer be different if you bought an
MP3 album on Amazon?
Goods are items that you can physically touch, whereas services are intangible customer benefits that
are produced by people or machines and cannot be separated from the producer.
Students should understand that in terms of the creation of each, they are both “created” using raw
materials that are “processed” into a finished output.
4. One of your friends was recently watching TV and saw an advertisement that she liked. She
said, “Wow that was great marketing!” Was the ad, in fact, marketing?
Students frequently associate advertising with marketing but fail to recognize that advertising is just one
part of all the functions encompassed by marketing. Student responses should acknowledge that
marketing is made up of product, price, place, and promotion decisions and advertising is one of the
promotional tools available to marketers.
5. Using the four Ps, discuss how Hydro Flask creates value for customers with their water
bottles.
• Products: Vacuum insulated stainless steel water bottles
• Place: Hydro Flask water bottles are available online and at a. variety of retailers nationwide including
Walmart, Urban Supply, and Simple modern
• Promotion: The company tends to stay away from more traditional advertising to promote its bottles.
Instead they promote through enter-to-win campaigns, discounts, and other giveaway promotions.
• Price: Generally the bottles are $44.99, but price can vary based on the retail outlet
6. Explain how a $45 Timex watch and a $10,000 Rolex watch deliver value to respective target
markets? Which factors account for the dramatic difference in watch prices?

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Chapter 1 - Overview of Marketing Marketing 8th
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Both Timex and Rolex watches meet the basic need of providing the time to consumers. Both are worn
on the wrist and deliver the time, and often the date, in a readily-available format. Timex has a mass
distribution channel strategy and a low price point that allows multiple segments of consumers to be able
to afford and use this product. Timex has also built a reputation for reliable, tough watches that can be
used by active people or consumers that work in harsh environments. Timex wearers are those looking
for an affordable, durable watch that does its job.
Rolex watches are hand-crafted, built to meticulous standards, and often contain precious gems or
metals. The watches incorporate the latest in technology and are known to become collectors’ items.
Wearing this watch convey elite status and the watches are recognizable as a luxury item. Rolex wearers
are consumers who can afford one of the best watches money can buy and desire the craftsmanship and
technical precision present in a handmade watch. They want a watch that conveys to the world more than
just the day or time.
7. Assume you have been hired into the marketing department of a major consumer products
manufacturer such as Nike. You are having lunch with some new colleagues in other
departments—finance, manufacturing, and logistics. They are arguing that the company could
save millions of dollars if it just got rid of the marketing department. Develop an argument that
would persuade them otherwise.
This scenario forces students to think about the purpose and value of marketing in an organizational
context and allows for a variety of justifications. For example, a student could use an internal or external
perspective and argue that finance, manufacturing, and logistics tend to worry less about the customer
and more about internal processes, whereas the marketing and sales functions constantly focus outward
on the customers the company serves. Using this argument, the student might question whether other
departments are willing or prepared to take on customer relations and develop an understanding of how
and why customers buy the company’s product or service. Another argument might simply question how
customers will even know about the company’s products if the marketing department doesn’t broadcast
their features, benefits, and value outward.
8. Why do marketers like those at Apple find it important to embrace societal needs and ethical
business practices? Provide an example of a societal need or ethical business practice that
Apple is addressing.
This question centers on the role of social and ethical issues in a marketing context. Students might
mention efforts such as keeping the environment clean and offering fair wages to workers. For example,
Apple develops multiple green initiatives. Some examples:
• The Apple Supplier Code of Conduct
o Our Supplier Code of Conduct outlines our high standards for creating safer working
conditions, treating workers fairly, and using environmentally responsible practices. It’s
one of the strictest in our industry and often requires practices above and beyond local
law. To comply with the Code of Conduct, all suppliers must meet the stringent
requirements in our Supplier Responsibility Standards.
• Clean Energy Program
o In 2015, we launched our Clean Energy Program to reduce carbon emissions across our
supply chain, which makes up nearly three-quarters of Apple’s total carbon footprint. In
China alone, we’re working with our suppliers to install more than 2 gigawatts of clean
energy.
Quiz Yourself (answers are bolded)

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Chapter 1 - Overview of Marketing Marketing 8th
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1. Which of the following is not a function of marketing’s value creation process?
a. Capturing value
b. Delivering value.
c. Communicating value.
d. Exchanging value.
e. All of these functions are part of marketing’s value creation process.
2. Value creation is the central activity of marketing. Which is not a benefit to the frim from engaging in
value creation and the ongoing process of identifying value-adding options for consumers?
a. The firm is able to satisfy consumers’ needs.
b. The firm is able to expand.
c. The firm is able to build brand loyalty.
d. The firm is able to sell fewer products.
e. All of these ae benefits to the firm.
Chapter Case Study: A Flood of Water Consumption Choices
1. How does marketing impact the consumption of water, and how has this impact changed
since the mid-20th century?
Students answers will vary, but they should include at least one of the following: as different consumer
groups have diverse needs, marketers have expanded their offerings and thus provided more customer
value. A wide range of companies produce a variety of products offered at distinct price points with
unique promotions and found in expected places. Since the mid-20th century, these actions
have added to the expansion of the consumption of water.
2. Describe three distinct target markets for drinking water. How does marketing create value for
each of these segments using the four Ps: product, price, place, and promotion?
Answers will vary as this question is asking the students to identify different target markets. For
example, first, for outdoor enthusiasts, marketers offer stainless steel containers that can withstand
extreme temperatures and powerful impacts. These items are priced at a slight premium due to premium
manufacturing costs. These items are sold at outdoor stores, alongside outdoor gear and hiking
boots. These items are advertised in outdoor magazines and demonstrated at outdoor enthusiasts’ trade
shows. Second, for urban commuters, marketers offer vacuum insulation technology for max temperature
retention. These items are priced at a competitive level to be appealing to this cost-conscious target
market. These items are sold at general and discount retailers where these commuters do most of their
shopping. These items are advertised with banner ads alongside search results for urban transportation
information. Finally, for the fashion-conscious, marketers offer chic designs that can be used in
customer’s style choices. These items are priced at a high premium in alignment with this customer’s
other fashion choices. These items are sold at high-end clothing and shoe stores where fashion-forward
customers shop. These items are advertised with banner ads alongside search results for fashion choices
and style recommendations.
3. How has changing societal values impacted the way in which water is purchased and
consumed?

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Students answers will vary, but they should include sustainability in their answer. Recent changes
reflecting societal and ethical norms have prioritized sustainability. These changes have led to different
pricing structures. Conventional spring water in a single-use plastic bottle is quite inexpensive; however,
some are willing to pay $60 to obtain a sustainably produced, reliable, safe water bottle that they can use
for years. They also might seek water that has been filtered or otherwise certified safe, which constitutes
a growing concern. The products thus have shifted and expanded to meet consumers’ diverse needs.
4. How has the manner in which you consume water changed in the past five years?
Answers will vary as this question is asking the students to identify their own behavior.
.
Additional Teaching Tips
In this chapter, the goal is to provide an overview of marketing and encourage students to think about the
specific aspects of the marketing mix.
Place is one of the most difficult concepts for students because it is largely invisible to them as
consumers. They touch hard goods, experience services, view and hear promotions, and pay for what
they buy, but it can seem that products almost appear magically. One recent trend among
environmentally conscious consumers is to seek out products produced within a 100-mile radius of their
hometowns. Buying these products reduces costs and detrimental environmental effects by reducing
emissions associated with transportation and storage. Students should visit local grocery markets, identify
goods, and investigate how far the products traveled (and by what means) to reach the store’s shelves.
From this experience, a rich discussion of both distribution decisions and marketing’s impact on society
can evolve.
To make the eras of marketing clear to students, divide the class into groups with each group assigned to
a specific era. Ask the students to identify a business that adheres to their assigned era in terms of its
business philosophy and approach. They should present the business to the class with evidence of the
business’s philosophy. Each brief presentation should include an assessment of whether the orientation
is appropriate to the business given its competitive environment, target audience, and positioning strategy
and if not, what orientation would be best.

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Connect Activities
Activity Type Learning Objectives 01-
01 02 03
Zipcar: Creating Value in the Marketplace Case Analysis X X X
The Marketing Mix: Travel Goods and Services Click & Drag X
The Marketing Mix: Travel Goods and Services Keyboard
Navigable X
Jeans Video Case X X
Value: The Bottled Water Industry Video Case X X
Delivering Value at Red Mango Video Case X X
Dunkin’ Donuts: Delivering on the Brand Promise Video Case X X
From Beans to Pralines: The Global Chocolate Market Case Analysis X X X
Making a Market: Vosges Haut-Chocolat Video Case X X
ISeeIt Video Case: Value Creation Through the
Marketing Mix Video Case X
Marketing at The Gluten Free Bar (GFB) Video Case X X X
A Flood of Water Consumption Choices Case Analysis X
ZipCar: Creating Value in the Marketplace
▪ Activity Type: Case Analysis
▪ Learning Objectives: 01-01, 01-02, 01-03
▪ Difficulty: Medium
▪ Activity Summary: This case describes Zipcar’s operations, focusing on how it creates value.
Students answer questions relating the case to chapter concepts.
Activity
• Introduction: Nearly a decade ago, the founders of Zipcar decided to bring the car-sharing
experience to the United States. Since then, Zipcar has developed the gold standard by offering its
members 24/7 access to thousands of cars around the world and creating a revolution in the way
many think about alternate transportation.
This activity is important because understanding the marketplace, especially consumers' needs and
wants, is fundamental to marketing success.
The goal of this exercise is to demonstrate how marketing focuses on creating value for customers,
clients, partners, and society at large.
▪ Concept Review: Understanding the marketplace, and especially consumers’ needs and wants, is
fundamental to marketing success. Marketing focuses on creating value for customers, clients,
partners, and society at large.
Follow-up Activity
Zipcar has a special program targeted at universities. Ask the students the following questions:
▪ How might students’ wants and needs differ from those of Zipcar customers in general?

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▪ What kind of marketing (B2C, B2B, C2C) is Zipcar engaging in when it works with universities to get
Zipcar locations approved on campus?
▪ How can Zipcar create value for university administrators, such that they would be interested in
having Zipcar locations on campus?
After discussing these points, visit the Zipcar website and look at the “for universities” tab. Note the two
columns addressing how Zipcar creates value for two different audiences: university administrators and
students.
The Marketing Mix: Travel Goods and Services
▪ Activity Type: Click & Drag
▪ Learning Objectives: 01-01
▪ Difficulty: Medium
▪ Activity Summary: The student is presented with eight marketing activities performed by two travel
companies—one that manufactures products, and one that offers services. Students are asked to
classify the activities according to both the marketing mix element and the product type (goods or
services) it represents.
Activity
• Introduction: Two travel-oriented companies—one a producer of goods, the other a service
provider—have different marketing mixes. In this activity, you categorize a set of statements about
each company's marketing activities according to the four Ps (product, price, place, and promotion).
This activity is important because one of the core aspects of marketing is to create value for
customers. Marketing traditionally has been divided into a set of four interrelated decisions known as
the marketing mix, or four Ps: product, price, place, and promotion. Two travel-oriented companies—
one a producer of goods, the other a service provider—have different marketing mixes.
The goal of this exercise is to recognize that companies make different marketing mix decisions to
offer value. In this activity, you will categorize a set of statements about each company's marketing
activities according to the four Ps (product, price, place, and promotion).
▪ Concept Review: Marketing traditionally has been divided into a set of four interrelated decisions
known as the marketing mix, or four Ps: product, price, place, and promotion.
A sentence of explanation is offered for each of the rectangles to the left when the student rolls the
mouse pointer over it.
Follow-Up Activity
▪ In small groups, have students select a company/brand from which they buy products or services.
Then, have them fill in examples of marketing activities that fit into each of the four Ps.
The Marketing Mix: Travel Goods and Services - Alternative
▪ Activity Type: Keyboard Navigable Version of the Drag and Drop Above
▪ Learning Objectives: 01-01
▪ Difficulty: Medium
▪ Activity Summary: The student is presented with eight marketing activities performed by two travel
companies—one that manufactures products, and one that offers services. Students are asked to

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classify the activities according to both the marketing mix element and the product type (goods or
services) it represents.
Activity
• Introduction: Two travel-oriented companies—one a producer of goods, the other a service
provider—have different marketing mixes. In this activity, you categorize a set of statements about
each company's marketing activities according to the four Ps (product, price, place, and promotion).
This activity is important because one of the core aspects of marketing is to create value for
customers. Marketing traditionally has been divided into a set of four interrelated decisions known as
the marketing mix, or four Ps: product, price, place, and promotion. Two travel-oriented companies—
one a producer of goods, the other a service provider—have different marketing mixes.
The goal of this exercise is to recognize that companies make different marketing mix decisions to
offer value. In this activity, you will categorize a set of statements about each company's marketing
activities according to the four Ps (product, price, place, and promotion).
▪ Concept Review: Marketing traditionally has been divided into a set of four interrelated decisions
known as the marketing mix, or four Ps: product, price, place, and promotion.
A sentence of explanation is offered for each of the rectangles to the left when the student rolls the
mouse pointer over it.
Follow-Up Activity
▪ In small groups, have students select a company/brand from which they buy products or services.
Then, have them fill in examples of marketing activities that fit into each of the four Ps.
Jeans
▪ Activity Type: Video Case
▪ Learning Objectives: 01-01, 01-02
▪ Difficulty: Medium
▪ Activity Summary: This video case discusses the market for blue jeans, with its wide price range
and many different sets of customer needs and wants. After the video ends, students are asked
questions about the video and related course concepts.
Activity
▪ Introduction: Marketing involves satisfying the needs and wants of consumers. However, not all
consumers have the same needs and wants. The marketing of blue jeans is a good example of how
marketers develop a different marketing mix to suit the needs of different consumers.
▪ Concept Review: First invented in the United States, blue jeans represent everything American. How
blue jeans went from their humble beginnings to the height of high fashion is a marketing success
story. There are dozens of brands, ranging from the $10 pair to the $1,000 pair, with numerous
offerings between the two extremes to meet the needs of every type of consumer. Marketers must
understand what consumers value in order to manage the marketing mix to deliver the right set of
benefits to different consumers.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.

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Follow-Up Activity
In groups or individually, ask students to:
1. List all the brands of jeans they can think of, from basic discount brands to the hip designer
brands.
2. Use the Internet to find typical prices for a pair of jeans in each brand.
3. Enter the prices into a spreadsheet and generate a scattergram of the prices. (You can use
options to have each point labeled by its brand name.)
Then discuss: How could this scattergram be useful to marketers of each brand? Possible answers:
▪ It shows the overall price range so a brand can tell if its price is unusually high or low.
▪ It MIGHT indicate which brands are competing head-to-head (the ones whose dots on the
scattergram are closest together), though it’s important to note that pricing is only one dimension on
which brands can be similar or different. They may be targeting different age or size ranges or aiming
to establish different brand images.
Value: The Bottled Water Industry
▪ Activity Type: Video Case
▪ Learning Objectives: 01-01, 01-02
▪ Difficulty: Medium
▪ Activity Summary: This video case traces the evolution of the bottled water industry. After the video
ends, students are asked questions about the video and related course concepts.
Activity
▪ Introduction: Bottled water companies create value for customers even though they sell a natural
resource that is free and abundant. Water was first positioned as a premium product that indicated
status and sophistication. Since then, soft drink companies with large distribution networks, such as
PepsiCo and Coca-Cola, have marketed bottled water at lower prices. This activity is important
because all marketers must consistently find ways to integrate their different functions into customer
value.
▪ Concept Review: The American Marketing Association states that marketing is “an organizational
function and a set of processes for creating, communicating, and delivering value to customers and
for managing customer relationships in ways that benefit the organization and its stakeholders.” The
goal of this exercise is to demonstrate your understanding that marketing is a multifaceted
function. Although marketing is a multi-faceted function, its fundamental purpose is to create value by
developing a variety of offerings, including goods, services, and ideas, to satisfy customer needs.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activities
Hold a group discussion—or a structured debate, with students assigned to argue a particular position—
on the ethics of the bottled water industry. Some potential sources:
Summary of the issues from environmental and clean water advocacy groups:
▪ http://www.nrdc.org/water/drinking/qbw.asp - Natural Resources Defense Council. Addresses both
water safety and environmental impact

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▪ http://thewaterproject.org/bottled_water_wasteful - from The Water Project
How bottled water brands are trying to address concerns:
▪ http://www.prnewswire.com/news-releases/pepsicos-aquafina-launches-the-eco-fina-bottletm-the-
lightest-weight-bottle-in-the-market-61940397.html - a press release from Pepsi about the Aquafina
Eco-Fina® bottle.
▪ http://www.dasani.com - Dasani’s statement about its recycling efforts. Click on “DASANI Initiatives.”
▪ http://www.evian.com/en-us - Evian’s website contains several sections addressing concerns (“evian
and your health” discusses water quality; “evian and the environment” discusses various initiatives
related to environmental protection). Also, show one of the Evian Babies ads.
https://www.youtube.com/watch?v=XQcVllWpwGs&list=PL9F5EBE51067E2A88 is probably Evian’s
best known ad, featuring the Roller Babies. How might this ad, with its use of babies, help to combat
the view of bottled water as an unhealthy and environmentally undesirable product?
▪ http://blogs.ei.columbia.edu/2009/08/11/%E2%80%9Cethical%E2%80%9D-bottled-water-companies
- Discusses strategies of Ethos water and others selling “ethical” bottled water.
Delivering Value at Red Mango
▪ Activity Type: Video Case
▪ Learning Objectives: 01-01, 01-02
▪ Difficulty: Medium
▪ Activity Summary: This video reviews Red Mango’s marketing mix and its approaches to value
creation. After the video ends, students are asked questions about the video and related course
concepts.
Activity
▪ Introduction: Founder Dan Kim opened the first U.S.- based Red Mango in Los Angeles in 2007. He
quickly expanded, and there are currently more than 200 locations in 27 states, plus three locations
outside the U.S. Red Mango has successfully combined a healthy product (frozen yogurt) with cool,
fun shops to hang out in. Red Mango uses 100% all natural, non-fat or low-fat kosher, and gluten-free
frozen yogurt fortified with probiotics. It has expanded its menu to include fresh fruit smoothies,
parfaits, and probiotic iced teas. Red Mango was named the number one smoothie and frozen yogurt
chain in America in Zagat’s 2011 National Chain Restaurants Survey. The following video illustrates
how Red Mango delivers superior value to customers.
▪ Concept Review: This activity is important because you must understand that marketing strives
to create value in many ways. If marketers are to succeed, their customers must believe that the
firm’s products and services are valuable; that is, they are worth more than they cost. Value
represents the relationship of benefits to costs. Marketers deliver value through the marketing
mix—the 4 Ps: product, price, place, and promotion. Firms become value driven by sharing
information, balancing customer benefits and costs, concentrating on building long-term relations
with loyal customers, and creating connections with customers by using social and mobile
media. To achieve this, marketers must understand customers' needs and wants. The goal of
this activity is to demonstrate your awareness that successful marketing also requires thoughtful
planning, with an emphasis on the ethical implications of any of those decisions on society in
general.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.

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Chapter 1 - Overview of Marketing Marketing 8th
14
Dunkin’ Donuts: Delivering on the Brand Promise
▪ Activity Type: Video Case
▪ Learning Objectives: 01-01, 01-02
▪ Difficulty: Medium
▪ Activity Summary: This video case discusses the overall strategy Dunkin’ Donuts uses to build its
brand and create value for customers. After the video ends, students are asked questions about the
video and related course concepts.
Activity
• Introduction: For more than sixty years Dunkin' Donuts has been known for its donuts, but recently
the company has increased its focus on coffee, responding to the growing popularity of coffee in the
United States. This activity is important because it shows how Dunkin' Donuts uses the four Ps to
help differentiate its coffee brand from that of its many competitors.
The goal of this exercise is for you to gain a better understanding of how firms develop strategies
based around the four Ps.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
▪ Discuss how Dunkin’ Donuts uses its strategy to differentiate itself from its major competitors in the
Coffee and Breakfast marketplace. Some points to consider:
o Dunkin’ Donuts focuses on good value at a reasonable price, mixing coffee and food.
o Starbucks focuses more on quality to justify its high price, and has a stronger focus on coffee
drinks, with food available but not a primary focus.
o McDonald’s offers food at all times of the day in addition to its McCafé offerings. It has thousands
of locations and keeps a strong focus on low price and fast service.
From Beans to Pralines: The Global Chocolate Market
▪ Activity Type: Case Analysis
▪ Learning Objectives: 01-01, 01-02, 01-03
▪ Difficulty: Medium
▪ Activity Summary: Students read a case reviewing strategies adopted by different chocolate brands,
and then answer questions requiring them to apply the six core aspects of marketing to what they
have read.
Activity
• Introduction: The worldwide chocolate market is huge, with cocoa bean growers spanning three
continents, processors located all over the world, and multiple chocolate brands serving the
preferences of different consumers. This activity is important because it gives you a solid “big picture”
view of the scope of marketing via the chocolate industry.

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Chapter 1 - Overview of Marketing Marketing 8th
15
The goal of this exercise is to test your understanding of the six core aspects of marketing by
applying these concepts to the global chocolate market.
Follow-Up Activity
• Students might enjoy learning about Dr. Dan Ariely’s “Hershey Kiss Experiment,” in which students
were offered a Lindt truffle or a Hershey kiss. When the truffle cost 26 cents and the kiss cost 1 cent,
equal numbers of students chose each; when the truffle cost 25 cents and the kiss was free, the vast
majority chose the kiss. It illustrates the power of “FREE!”, and is discussed further in this article:
http://danariely.com/2009/08/10/the-nuances-of-the-free-experiment/.
Making a Market: Vosges Haut-Chocolat
▪ Activity Type: Video Case
▪ Learning Objectives: 01-01, 01-02
▪ Difficulty: Medium
▪ Activity Summary: This video case presents a marketing mix for a small brand that seeks to
differentiate itself through luxury and innovation. After the video ends, students are asked questions
about the video and related course concepts.
Activity
• Introduction: Vosges Haut-Chocolat is a chocolate brand seeking to make consumption of their
chocolate a luxury experience, which has grown along with the market for high-end chocolate. The
video discusses how Vosges has created a cohesive marketing strategy focused on luxury and
innovation.
This activity is important because successful marketing requires an understanding of the full range of
marketing activities, and of the importance of ensuring that all these activities serve a common
strategy.
The goal of this exercise is to test your understanding of the basic concepts of marketing.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
▪ Compare Vosges to Godiva, which is probably the best-known luxury chocolate brand in the USA.
What advantages does Godiva have over Vosges? How can Vosges compete successfully with
Godiva (both in terms of its current activities and other things it might do)? Points to consider:
o Godiva has far more brand recognition, more of its own stores, and a wider distribution
network.
o Vosges has its innovative flavors; in addition, the very fact that it is not as well-known might
allow the brand to create a more exclusive, super-premium image.
iSeeIt Video Case:
Value Creation Through the Marketing Mix
▪ Activity Type: Video Case
▪ Learning Objectives: 01-01

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