Solutions for Marketing, 16th Edition Kerin (All Chapters included)
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Course
Business finance
Institution
Business Finance
Complete Solutions Manual for Marketing, 16th Edition by Roger A. Kerin, Steven W. Hartley ; ISBN13: 9781264121328. (Full Chapters included Chapter 1 to 22). excel files included...
Chapter 1: Creating Customer Relationships and Value through Marketing.
Chapter 2: Developing Successful Organizati...
LECTURE NOTES
• Chapter Opener: Bombas is Solving Social Problems with Great Socks and Great
Marketing!..................................................................................................................... 1-4
• What Is Marketing? (LO 1-1) ....................................................................................... 1-5
• How Marketing Discovers and Satisfies Consumer Needs (LO 1-2; LO 1-3) ............ 1-8
• The Marketing Program: How Customer Relationships Are Built (LO 1-4) .............. 1-12
• How Marketing Became So Important (LO 1-5) ........................................................ 1-16
BUILDING YOUR MARKETING PLAN .......................................................................... 1-26
VIDEO CASE (VC)
• VC-1: Bombas: Creating Socks with a Purpose! ......................................................... 1-28
APPENDIX D CASE (D)
• D-1: Chobani: Making Greek Yogurt a Household Name .......................................... 1-32
IN-CLASS ACTIVITIES (ICA)
• ICA 1-1: Designing a Candy Bar ................................................................................. 1-37
• ICA 1-2: What Makes a Better Mousetrap? ................................................................ 1-42
CONNECT EXERCISES …………………………………………….…………………… 1-49
• Customer Value and Relationship Strategies Click and Drag*
• 4 Ps of Marketing Click and Drag*
• The Marketing Program: How Customer Relationships Are Built Click and Drag*
• iSeeit! Video Case: Value Creation Through the Marketing Mix Video Case
• Bombas: Creating Socks with a Purpose Video Case
, *Note: An alternate version of each Click and Drag exercise is available in Connect for students with
accessibility needs.
POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure 1-1 The see-if-you’re-really-a-marketing-expert test ............................................................ 1-5
Figure 1-2 A marketing department relates to many people, organizations, and environmental
forces ............................................................................................................................. 1-9
Figure 1-3 Marketing seeks to discover and then satisfy consumer needs through research and
a marketing program .................................................................................................... 1-14
Figure 1-4 Marketing programs for two 3M Post-it® brand products targeted at two distinct
customer segments: college students and office workers ............................................. 1-20
Figure 1-5 Four different market orientations in the history of American business ....................... 1-22
Videos
1-1: Bombas ....................................................................................................................................... 1-3
1-2: Focal Smart Glasses .................................................................................................................. 1-12
1-3: Coca-Cola Stevia ....................................................................................................................... 1-12
1-4: 3M Flag Highlighters Ad ........................................................................................................... 1-19
1-5: Hermitage Tour Video ............................................................................................................... 1-24
1-6: Bombas Video Case ................................................................................................................... 1-26
In-Class Activities (ICA)
ICA 1-1: Designing a Candy Bar ...................................................................................................... 1-28
ICA 1-2: What Makes a Better Mousetrap? ...................................................................................... 1-31
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