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Instructor Solution MANUAL For MKTG, 5th Edition Charles W. LambJoe F. HairCarl McDanielMarc BoivinDavid GaudetKim Snow Chapter 1-19 $26.99
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Instructor Solution MANUAL For MKTG, 5th Edition Charles W. LambJoe F. HairCarl McDanielMarc BoivinDavid GaudetKim Snow Chapter 1-19
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Instructor Solution MANUAL For MKTG, 5th Edition Charles W. LambJoe F. HairCarl McDanielMarc BoivinDavid GaudetKim Snow Chapter 1-19

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  • March 7, 2024
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Instructor Solution MANUAL For
MKTG, 5th Edition Charles W. LambJoe F. HairCarl McDanielMarc BoivinDavid
GaudetKim Snow
Chapter 1-19
Chapter 1
An Introduction to Marketing
Learning Outcomes

1-1 Define marketing

The term marketing is used in a variety of ways and misrepresented in many others. But, without

marketing, there is no customer. Marketing is about understanding the needs of consumers.

Marketing helps to shape the products and services of a firm based on an understanding of what

the customer is looking for. The goal of marketing is summarized nicely by the marketing

concept. At its core, the marketing concept is about offering the customer what they are looking

for. It includes the following:

 Focus on customer needs.

 Integrate all organization’s activities, including production, to satisfy customers’ wants.

 Achieve long-term goals for the organization by satisfying customer wants and needs

legally and responsibly.

Marketing is becoming a conversation with the customer rather than a distraction.

1-2 Describe the evolution of marketing

The misconceptions about marketing come from the evolution of how marketing has been used

in firms for more than a century. Today’s marketing has resulted from many shifts in both the

field of marketing and society. Some prior perspectives on marketing help to provide a better

understanding of how marketing is perceived today.




Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-1

,a. The production era focuses on marketing as a messenger. It focuses on internal capability of

the firm, which is best reflected by the questions ―What can we do best?‖ and ―What can our

engineers design?‖ rather than by asking ―What do our customers need and want?‖ and ―How

best can we provide solutions to our customers?‖

b. The sales era is highlighted by the increased power of consumer choice. It assumes that

buyers resist purchasing items that are not essential and that consumers must be persuaded to

buy through aggressive sales techniques.

c. The marketing company era is highlighted by the coordination of marketing activities—

advertising, sales, and public relations—into one department in an organization. It is based

on the ―marketing concept‖ that meeting customers’ needs and wants through innovative

products and services while meeting organizational goals is the best approach.

Responsiveness to customer wants is the central focus of the marketing orientation. In this

orientation, customers are grouped into market segments, with marketing professionals

tasked with understanding their customer before making their moves.

d. The societal marketing era holds that the firm should strive to satisfy customer needs and

wants while meeting organizational objectives and preserving or enhancing both the

individual’s and society’s long-term best interests. It examines the longer-term impacts on

the customer and the environment when customers seek to satisfy needs.

e. The relationship marketing era is about developing a real and sustainable relationship with

the customer. Marketing has gone from interruption to interaction. As companies look to

move away from interruption, they see the benefit of looking for a series of transactions that

turn into a true interaction. Engagement is the focus of this era, aided by the use of two

essential customer-based strategies: customer satisfaction and relationship marketing.




Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-2

, Customer satisfaction is the evaluation of a good or service in terms of whether that good or

service has met customer expectations. Retaining customers is considerably less expensive

then attracting new. Customer relationship management is an important result of the

relationship marketing era and best serves the ultimate goal of meeting the needs of

customers and building relationships.

1-3 Define key marketing terms

Exchange—a desired outcome of marketing, people giving up one thing to receive another thing

they would rather have

Customer value—the relationship between the benefits and the sacrifice necessary to obtain

those benefits

Market segments—groups of individuals, families, or companies that are placed together

because it is believed that they share similar needs

Building relationships—the best companies view attracting new customers as the launching

point for developing and enhancing a long-term relationship

Marketing mix—also referred to as the 4Ps of marketing: product, price, place, and promotion.

Each must be studied and developed to create a proper strategy to go after a market segment.

1-4 Explain why marketing matters

Because marketing is part of every company. No matter what, you will have customers, and if

you don’t concern yourself with customers, you will cease to have any.

Because marketing is a rewarding career. Marketing can provide both financial and personal

rewards. Marketing exists in many industries; there is no ―Big 6‖ of marketing companies, such

as there is in accounting. Marketing careers are broad and rewarding—it’s a matter of taking

initiative to find the opportunities.



Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-3

, Because marketing provides an important skill set. Even if your career is not in the field of

marketing, you will still need to sell yourself to a future employer.

Marketing is part of everyday life. You will see how needs, value, and other basic marketing

concepts can be applied to almost any part of your life.

Glossary Terms

customer satisfaction
customer value
exchange
marketing
marketing company era
need
production era
relationship marketing
sales era
societal marketing era

Lesson Plan for Lecture

Brief Outline with Suggested PowerPoint Slides

Slides are available at login.cengage.com.

LEARNING OUTCOMES AND TOPICS POWERPOINT SLIDES
Define marketing Slides 3–5
1-1 What Is Marketing?
Describe the evolution of marketing Slides 7–15
1-2 The Evolution of Marketing
1-2a The Production Era
1-2b The Sales Era
1-2c The Marketing Company Era
1-2d Societal Marketing Era
1-2e Relationship Marketing Era
Define key marketing terms Slides 17–22
1-3 Key Marketing Terms
1-3a Exchange
Explain why marketing matters Slide 24
1-4 Why Marketing Matters
1-4a Marketing Is Part of Every Company
1-4b Marketing Is a Rewarding Career


Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-4

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