Marketing The Core, 2024 Release
by Roger A. Kerin
Complete Chapter Solutions Manual
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Organizational and Marketing Strategies
3. Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
4. Understanding Consumer Behavior
5. Understanding Organizations as Customers
6. Understanding and Reaching Global Consumers and Markets
7. Marketing Research From Customer Insights to Actions
8. Market Segmentation, Targeting, and Positioning
9. Developing New Products and Services
10. Managing Successful Products, Services, and Brands
11. Pricing Products and Services
12. Managing Marketing Channels and Supply Chains
13. Retailing and Wholesaling
14. Implementing Interactive and Multichannel Marketing
15. Integrated Marketing Communications and Direct Marketing
16. Advertising, Sales Promotion, and Public Relations
17. Using Social Media and Mobile Marketing to Engage Consumers
18. Personal Selling and Sales Management
Appendix A: Building an Effective Marketing Plan
,Chapter 01—Creating Customer Relationships and Value through Marketing
CHAPTER CONTENTS
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES ........................................... 1-2
LEARNING OBJECTIVES (LO) ......................................................................................... 1-3
KEY TERMS........................................................................................................................... 1-3
LECTURE NOTES
• Chapter Opener: Marketing with a Mission! ................................................................ 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
APPLYING MARKETING KNOWLEDGE ...................................................................... 1-20
BUILDING YOUR MARKETING PLAN .......................................................................... 1-24
TEACHING NOTE FOR VIDEO CASE (VC)
• VC-1: Bombas: Creating Socks with a Purpose! ......................................................... 1-26
IN-CLASS ACTIVITIES (ICA)
• ICA 1-1: Designing a Candy Bar ................................................................................. 1-30
• ICA 1-2: What Makes a Better Mousetrap? ................................................................ 1-36
CONNECT EXERCISES ……………………………………………………….………… 1-42
• Customer Value and Relationship Strategies Grouping
• Four Ps of Marketing Grouping
• The Marketing Program: How Customer Relationships Are Built Grouping
• iSeeit! Video Case: Value Creation Through the Marketing Mix Video Case
• Bombas: Creating Socks with a Purpose! Video Case
• What Is Marketed? Grouping
1-1
, Chapter 01—Creating Customer Relationships and Value through Marketing
POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure 1–1 A marketing department relates to many people, organizations, and
environmental forces ..................................................................................... 1-8
Figure 1–2 Marketing seeks to discover consumer needs through research and then satisfy
them with a marketing program ................................................................... 1-13
Figure 1–3 Marketing programs for the launch of two Post-it® brand products targeted
at two target market segments....................................................................... 1-19
Videos
1-1: Bombas Video ............................................................................................................... 1-3
1-2: Ray-Ban Stores Smart Glasses ..................................................................................... 1-11
1-3: Zevia Ad ....................................................................................................................... 1-11
1-4: 3M Post-it® Flag Highlighter Ad ................................................................................. 1-18
1-5: The Hermitage Museum Video Tour ........................................................................... 1-23
1-6: Bombas Video Case ...................................................................................................... 1-25
In-Class Activities (ICA)
ICA 1-1: Designing a Candy Bar ......................................................................................... 1-27
ICA 1-2: What Makes a Better Mousetrap? ........................................................................ 1-30
1-2
by Roger A. Kerin
Complete Chapter Solutions Manual
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Organizational and Marketing Strategies
3. Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
4. Understanding Consumer Behavior
5. Understanding Organizations as Customers
6. Understanding and Reaching Global Consumers and Markets
7. Marketing Research From Customer Insights to Actions
8. Market Segmentation, Targeting, and Positioning
9. Developing New Products and Services
10. Managing Successful Products, Services, and Brands
11. Pricing Products and Services
12. Managing Marketing Channels and Supply Chains
13. Retailing and Wholesaling
14. Implementing Interactive and Multichannel Marketing
15. Integrated Marketing Communications and Direct Marketing
16. Advertising, Sales Promotion, and Public Relations
17. Using Social Media and Mobile Marketing to Engage Consumers
18. Personal Selling and Sales Management
Appendix A: Building an Effective Marketing Plan
,Chapter 01—Creating Customer Relationships and Value through Marketing
CHAPTER CONTENTS
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES ........................................... 1-2
LEARNING OBJECTIVES (LO) ......................................................................................... 1-3
KEY TERMS........................................................................................................................... 1-3
LECTURE NOTES
• Chapter Opener: Marketing with a Mission! ................................................................ 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
APPLYING MARKETING KNOWLEDGE ...................................................................... 1-20
BUILDING YOUR MARKETING PLAN .......................................................................... 1-24
TEACHING NOTE FOR VIDEO CASE (VC)
• VC-1: Bombas: Creating Socks with a Purpose! ......................................................... 1-26
IN-CLASS ACTIVITIES (ICA)
• ICA 1-1: Designing a Candy Bar ................................................................................. 1-30
• ICA 1-2: What Makes a Better Mousetrap? ................................................................ 1-36
CONNECT EXERCISES ……………………………………………………….………… 1-42
• Customer Value and Relationship Strategies Grouping
• Four Ps of Marketing Grouping
• The Marketing Program: How Customer Relationships Are Built Grouping
• iSeeit! Video Case: Value Creation Through the Marketing Mix Video Case
• Bombas: Creating Socks with a Purpose! Video Case
• What Is Marketed? Grouping
1-1
, Chapter 01—Creating Customer Relationships and Value through Marketing
POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure 1–1 A marketing department relates to many people, organizations, and
environmental forces ..................................................................................... 1-8
Figure 1–2 Marketing seeks to discover consumer needs through research and then satisfy
them with a marketing program ................................................................... 1-13
Figure 1–3 Marketing programs for the launch of two Post-it® brand products targeted
at two target market segments....................................................................... 1-19
Videos
1-1: Bombas Video ............................................................................................................... 1-3
1-2: Ray-Ban Stores Smart Glasses ..................................................................................... 1-11
1-3: Zevia Ad ....................................................................................................................... 1-11
1-4: 3M Post-it® Flag Highlighter Ad ................................................................................. 1-18
1-5: The Hermitage Museum Video Tour ........................................................................... 1-23
1-6: Bombas Video Case ...................................................................................................... 1-25
In-Class Activities (ICA)
ICA 1-1: Designing a Candy Bar ......................................................................................... 1-27
ICA 1-2: What Makes a Better Mousetrap? ........................................................................ 1-30
1-2
