SOLUTION MANUAL FOR Summary Principles and Practice of Marketing
David Jobber & Fiona Ellis- Chadwick Ninth Edition
9th Edition
,Summary - Principles and Practices of Marketing -
David Jobber & Fiona Ellis-Chadwick (Ninth Edition)
Week 1: Chapters 1, 2 and 5..................................................................................................................................... 2
Chapter 1: Marketing and organization .................................................................................................................... 2
Chapter 2 – The Marketing Environment ................................................................................................................. 8
Chapter 5 – Marketing, Ethics and Society ............................................................................................................. 14
Week 2: chapters 6, 18,19, 22 ................................................................................................................................ 17
Chapter 6 - analytics and research ......................................................................................................................... 17
Chapter 18 - Marketing Planning: overview of strategic analysis and decision-making ......................................... 23
Chapter 19 - analysing competitors and creating a competitive advantage .......................................................... 30
Chapter 22: Managing Marketing Implementation, organization and Control ...................................................... 39
Week 3 – Chapter 3, 4 and 7 .................................................................................................................................. 41
Chapter 3 – Consumer behaviour ........................................................................................................................... 41
Chapter 4 – Business-to-Business Marketing ......................................................................................................... 46
Chapter 7 – Market Segmentation and Positioning ................................................................................................ 51
Week 4: chapters 8, 9, 10 and 20 ........................................................................................................................... 57
Chapter 8: Value through brands ........................................................................................................................... 57
Chapter 9: Value through Service ........................................................................................................................... 60
Chapter 10: Value through relationships ................................................................................................................ 63
Chapter 20: Product Strategy: Lifecycle, Portfolio and Growth .............................................................................. 66
Week 5: chapters 12 and 17 ................................................................................................................................... 70
Chapter 12 – Value through pricing ........................................................................................................................ 70
Chapter 17 – Distribution and channel management............................................................................................. 76
Week 6: chapters 13, 14, 15 and 16 ....................................................................................................................... 81
Chapter 13 - Integrated Marketing Communications ............................................................................................. 81
Chapter 14 - Mass Marketing Communications ..................................................................................................... 85
Chapter 15 - Direct Marketing Communications .................................................................................................... 90
Chapter 16 - Digital Marketing and Media ............................................................................................................. 93
Week 7: chapters 10 and 21 ................................................................................................................................... 96
Chapter 21: Global marketing strategy................................................................................................................... 96
1
, Week 1: Chapters 1, 2 and 5
Chapter 1 - marketing and organization
Introduction to principles and practice of marketing
Over time customers’ needs and wants change and, as a result, marketing practices also change to reflect and
accommodate new customers’ demands. The text is structured around four key dimensions of marketing:
1. Fundamentals of marketing
2. Creating customer value
3. Communicating and delivering customer value
4. Marketing planning and strategy
Four P’s play and important role:
- Product
- Price
- Promotion
- Place
What is marketing?
Marketing drives successful organizations, but it is often misinterpreted and sometimes gets bad press.
Successful companies rely on customers returning to repurchase, and the goal of marketing is to facilitate this
through creating long-term satisfaction not short- term deception.
‘Because the purpose of business is to create and keep customers, it has only two central functions- marketing
and innovation. The basic function of marketing is to attract and retain customers at a profit’. What can we
learn from this statement?
1. It places marketing in a central role for business success and focuses managers’ attention on
attracting and keeping customers.
2. It implies that the purpose of marketing is not to chase any customer at any price.
3. The investment required to attract new customers is higher than the amount needed to retain
existing ones.
4. Most markets are characterized by strong competition. This means organizations need not only to
understand what their customers want, but also to understand what their competitors provide.
Hence the notion of customer satisfaction as the central pillar of marketing is fundamental to the creation of a
stream of exchange upon which organizational success depends.
The marketing concept
The traditional view of the marketing concept is based on the premise that companies achieve their profit and
other objectives by satisfying customers. Nowadays competition is also very important. They must do better
than competition to be successful.
2
, Modern marketing concept: the achievement of corporate goals through meeting and exceeding customers'
needs and expectations better than the competition. To apply this concept, three conditions should be met:
1. Company activities should focus on providing customer satisfaction rather than making things
easier and better for the producer or manufacturer.
2. The achievement of customer satisfaction relies on integrated effort. The concept is a business
philosophy.
3. For integrated effort to work successfully, management must believe that corporate goals
can be achieved through satisfied customers.
Adopting a market orientation in a changing world
Market orientation could lead to significant performance benefits. Changing needs present potential market
opportunities that drive the company.
Basic elements of the market orientation:
Customer needs potential market opportunities marketing products and services
Customers
Basic elements of the production orientation:
Production capabilities manufacture product aggressive sales effort customers
Marketing and performance
The basic underlying premise of the marketing concept remains that its adoption will improve organizational
performance.
3
David Jobber & Fiona Ellis- Chadwick Ninth Edition
9th Edition
,Summary - Principles and Practices of Marketing -
David Jobber & Fiona Ellis-Chadwick (Ninth Edition)
Week 1: Chapters 1, 2 and 5..................................................................................................................................... 2
Chapter 1: Marketing and organization .................................................................................................................... 2
Chapter 2 – The Marketing Environment ................................................................................................................. 8
Chapter 5 – Marketing, Ethics and Society ............................................................................................................. 14
Week 2: chapters 6, 18,19, 22 ................................................................................................................................ 17
Chapter 6 - analytics and research ......................................................................................................................... 17
Chapter 18 - Marketing Planning: overview of strategic analysis and decision-making ......................................... 23
Chapter 19 - analysing competitors and creating a competitive advantage .......................................................... 30
Chapter 22: Managing Marketing Implementation, organization and Control ...................................................... 39
Week 3 – Chapter 3, 4 and 7 .................................................................................................................................. 41
Chapter 3 – Consumer behaviour ........................................................................................................................... 41
Chapter 4 – Business-to-Business Marketing ......................................................................................................... 46
Chapter 7 – Market Segmentation and Positioning ................................................................................................ 51
Week 4: chapters 8, 9, 10 and 20 ........................................................................................................................... 57
Chapter 8: Value through brands ........................................................................................................................... 57
Chapter 9: Value through Service ........................................................................................................................... 60
Chapter 10: Value through relationships ................................................................................................................ 63
Chapter 20: Product Strategy: Lifecycle, Portfolio and Growth .............................................................................. 66
Week 5: chapters 12 and 17 ................................................................................................................................... 70
Chapter 12 – Value through pricing ........................................................................................................................ 70
Chapter 17 – Distribution and channel management............................................................................................. 76
Week 6: chapters 13, 14, 15 and 16 ....................................................................................................................... 81
Chapter 13 - Integrated Marketing Communications ............................................................................................. 81
Chapter 14 - Mass Marketing Communications ..................................................................................................... 85
Chapter 15 - Direct Marketing Communications .................................................................................................... 90
Chapter 16 - Digital Marketing and Media ............................................................................................................. 93
Week 7: chapters 10 and 21 ................................................................................................................................... 96
Chapter 21: Global marketing strategy................................................................................................................... 96
1
, Week 1: Chapters 1, 2 and 5
Chapter 1 - marketing and organization
Introduction to principles and practice of marketing
Over time customers’ needs and wants change and, as a result, marketing practices also change to reflect and
accommodate new customers’ demands. The text is structured around four key dimensions of marketing:
1. Fundamentals of marketing
2. Creating customer value
3. Communicating and delivering customer value
4. Marketing planning and strategy
Four P’s play and important role:
- Product
- Price
- Promotion
- Place
What is marketing?
Marketing drives successful organizations, but it is often misinterpreted and sometimes gets bad press.
Successful companies rely on customers returning to repurchase, and the goal of marketing is to facilitate this
through creating long-term satisfaction not short- term deception.
‘Because the purpose of business is to create and keep customers, it has only two central functions- marketing
and innovation. The basic function of marketing is to attract and retain customers at a profit’. What can we
learn from this statement?
1. It places marketing in a central role for business success and focuses managers’ attention on
attracting and keeping customers.
2. It implies that the purpose of marketing is not to chase any customer at any price.
3. The investment required to attract new customers is higher than the amount needed to retain
existing ones.
4. Most markets are characterized by strong competition. This means organizations need not only to
understand what their customers want, but also to understand what their competitors provide.
Hence the notion of customer satisfaction as the central pillar of marketing is fundamental to the creation of a
stream of exchange upon which organizational success depends.
The marketing concept
The traditional view of the marketing concept is based on the premise that companies achieve their profit and
other objectives by satisfying customers. Nowadays competition is also very important. They must do better
than competition to be successful.
2
, Modern marketing concept: the achievement of corporate goals through meeting and exceeding customers'
needs and expectations better than the competition. To apply this concept, three conditions should be met:
1. Company activities should focus on providing customer satisfaction rather than making things
easier and better for the producer or manufacturer.
2. The achievement of customer satisfaction relies on integrated effort. The concept is a business
philosophy.
3. For integrated effort to work successfully, management must believe that corporate goals
can be achieved through satisfied customers.
Adopting a market orientation in a changing world
Market orientation could lead to significant performance benefits. Changing needs present potential market
opportunities that drive the company.
Basic elements of the market orientation:
Customer needs potential market opportunities marketing products and services
Customers
Basic elements of the production orientation:
Production capabilities manufacture product aggressive sales effort customers
Marketing and performance
The basic underlying premise of the marketing concept remains that its adoption will improve organizational
performance.
3
