INSTRUCTOR’S MANUAL with STUDY GUIDE
** All Chapters included
,Table of Contents are given below
1. Marketing's Value to Consumers, Firms, and Society
2. Marketing Strategy Planning
3. Evaluating Opportunities in the Changing Market Environment
4. Focusing Marketing Strategy with Segmentation and Positioning
5. Final Consumers and Their Buying Behavior
6. Business and Organizational Customers and Their Buying Behavior
7. Improving Decisions with Marketing Information
8. Elements of Product Planning for Goods and Services
9. Product Management and New-Product Development
10. Place and Development of Channel Systems
11. Distribution Customer Service and Logistics
12. Retailers, Wholesalers, and Their Strategy Planning
13. Promotion—Introduction to Integrated Marketing Communications
14. Personal Selling and Customer Service
15. Advertising and Sales Promotion
16. Publicity
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Ethical Marketing in a Consumer-Oriented World
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2
Brief Table of Contents, Instructor’s Manual Part 2 of 2 (the content below is in the other Instructor’s
Manual)
Brief Table of Contents, Part 1 (this document, see Detailed Table of Contents for links)
Module 1: Course Set-Up and Planning
Module 2: Course Design Tools and Themes
Module 3: Daily Planning Resources (chapter-by-chapter guidance)
Module 4: Digital Teaching Support Materials
Brief Table of Contents, Part 2 (separate document)
5. Case Teaching and Essentials of Marketing
6. Case Teaching Notes
7. Active Learning Package and In-Class Activities
8. Personal Marketing Plan
9. Study Guides for Essentials of Marketing
NOTE: The Table of Contents includes hyperlinks to each section in this document.
Detailed Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2 ................................................... 4
About the Instructor’s Manual and Digital Implementation Guide .......................... 12
Module 1: Course Set-Up and Planning .................................................................... 13
1.1. A Menu of Options for Your Marketing Course ............................................................ 13
1.2. What’s New in the 2026 Release of Essentials of Marketing? ................................... 18
1.2.1 Overview of What’s New? .......................................................................................................... 18
1.2.2 Chapter-by-chapter details ......................................................................................................... 19
1.3. Course Design and Sample Syllabus ........................................................................... 27
1.3.1 Students Appreciate a Written Course Overview ....................................................................... 27
1.3.2 How Joe Cannon, author of Essentials of Marketing, teaches his undergraduate introductory
marketing class. .................................................................................................................................. 28
1.3.3 Sample Course Syllabus ............................................................................................................ 29
1.4. Connect Digital Learning Platform ............................................................................... 35
1.4.1 SmartBook 2.0 ........................................................................................................................... 35
1.4.2 Connect Interactive Exercises ................................................................................................... 36
1.4.3 Application-Based Activities ....................................................................................................... 37
Module 2: Course Design Tools and Themes ........................................................... 38
2.1. Active Learning and/or Flipping the Classroom .......................................................... 38
2.2. Classroom Media: Interactive PowerPoints and Videos... Error! Bookmark not defined.
2.2.1 PowerPoints ................................................................................. Error! Bookmark not defined.
1-4
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
2.2.2 Videos .......................................................................................... Error! Bookmark not defined.
2.3. Test Bank for Essentials of Marketing................................ Error! Bookmark not defined.
2.4. Themes for Your Class................................................................................................... 38
2.4.1 Marketing Analytics .................................................................................................................... 41
2.4.2 Ethics............................................................................................ Error! Bookmark not defined.
2.4.3 Marketing for a Better World (#M4BW) ...................................................................................... 44
2.4.4 Artificial Intelligence (#AI4M) ...................................................................................................... 44
2.4.5 Marketing planning and the marketing plan ............................................................................... 45
Module 3: Daily Planning Resources by Chapter ..................................................... 47
3.1. Chapter 1: Marketing’s Value to Consumers, Firms, and Society ......................... 48
3.1.1. Comments Ethical Dilemma ................................................................................... 48
3.1.2. Comments on the Use of Marketing Analytics in Action ..................................... 49
3.1.3. Comments on Artificial Intelligence and Marketing Practice (#AI4M) ................ 50
3.1.4. Comments on Marketing for a Better World (#M4BW) ........................................ 50
3.1.5. Comments on the End-of-Chapter Questions and Problems ............................. 50
3.1.6. Comments on the Marketing Planning for Hillside Veterinary............................ 62
3.1.7. Comments on Marketing Analytics: Data to Knowledge Questions .................. 62
3.1.8. Comments on the Suggested Cases ..................................................................... 65
3.2. Chapter 2: Marketing Strategy Planning .................................................................. 67
3.2.1. Comments on Use of Ethical Dilemma Questions ............................................... 67
3.2.2. Comments on the Use of Marketing Analytics in Action Questions .................. 68
3.2.3. Comments on Artificial Intelligence and Marketing Practice (#AI4M) ................ 69
3.2.4. Comments on Marketing for a Better World (#4BW) ........................................... 69
3.2.5. Comments on the End-of-Chapter Questions and Problems ............................. 69
3.2.6. Comments on the Marketing Planning for Hillside Veterinary............................ 76
3.2.7. Comments on Marketing Analytics: Data to Knowledge Questions .................. 77
3.2.8. Comments on the Suggested Cases ..................................................................... 79
3.3. Chapter 3: Evaluating Opportunities in the Changing Market Environment ........ 81
3.3.1. Comments on Ethical Dilemma ............................................................................. 81
3.3.2. Comments on Marketing Analytics in Action ....................................................... 81
3.3.3. Comments on Artificial Intelligence and Marketing Practice (#AI4M) ................ 82
3.3.4. Comments on Marketing for a Better World (#M4BW) ........................................ 82
3.3.5. Comments on End-of-Chapter Questions and Problems.................................... 82
3.3.6. Comments on Marketing Planning for Hillside Veterinary Clinic ....................... 89
3.3.7. Comments on Marketing Analytics: Data to Knowledge Problem ..................... 89
3.3.8. Comments on the Suggested Cases ..................................................................... 95
1-5
** All Chapters included
,Table of Contents are given below
1. Marketing's Value to Consumers, Firms, and Society
2. Marketing Strategy Planning
3. Evaluating Opportunities in the Changing Market Environment
4. Focusing Marketing Strategy with Segmentation and Positioning
5. Final Consumers and Their Buying Behavior
6. Business and Organizational Customers and Their Buying Behavior
7. Improving Decisions with Marketing Information
8. Elements of Product Planning for Goods and Services
9. Product Management and New-Product Development
10. Place and Development of Channel Systems
11. Distribution Customer Service and Logistics
12. Retailers, Wholesalers, and Their Strategy Planning
13. Promotion—Introduction to Integrated Marketing Communications
14. Personal Selling and Customer Service
15. Advertising and Sales Promotion
16. Publicity
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Ethical Marketing in a Consumer-Oriented World
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2
Brief Table of Contents, Instructor’s Manual Part 2 of 2 (the content below is in the other Instructor’s
Manual)
Brief Table of Contents, Part 1 (this document, see Detailed Table of Contents for links)
Module 1: Course Set-Up and Planning
Module 2: Course Design Tools and Themes
Module 3: Daily Planning Resources (chapter-by-chapter guidance)
Module 4: Digital Teaching Support Materials
Brief Table of Contents, Part 2 (separate document)
5. Case Teaching and Essentials of Marketing
6. Case Teaching Notes
7. Active Learning Package and In-Class Activities
8. Personal Marketing Plan
9. Study Guides for Essentials of Marketing
NOTE: The Table of Contents includes hyperlinks to each section in this document.
Detailed Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2 ................................................... 4
About the Instructor’s Manual and Digital Implementation Guide .......................... 12
Module 1: Course Set-Up and Planning .................................................................... 13
1.1. A Menu of Options for Your Marketing Course ............................................................ 13
1.2. What’s New in the 2026 Release of Essentials of Marketing? ................................... 18
1.2.1 Overview of What’s New? .......................................................................................................... 18
1.2.2 Chapter-by-chapter details ......................................................................................................... 19
1.3. Course Design and Sample Syllabus ........................................................................... 27
1.3.1 Students Appreciate a Written Course Overview ....................................................................... 27
1.3.2 How Joe Cannon, author of Essentials of Marketing, teaches his undergraduate introductory
marketing class. .................................................................................................................................. 28
1.3.3 Sample Course Syllabus ............................................................................................................ 29
1.4. Connect Digital Learning Platform ............................................................................... 35
1.4.1 SmartBook 2.0 ........................................................................................................................... 35
1.4.2 Connect Interactive Exercises ................................................................................................... 36
1.4.3 Application-Based Activities ....................................................................................................... 37
Module 2: Course Design Tools and Themes ........................................................... 38
2.1. Active Learning and/or Flipping the Classroom .......................................................... 38
2.2. Classroom Media: Interactive PowerPoints and Videos... Error! Bookmark not defined.
2.2.1 PowerPoints ................................................................................. Error! Bookmark not defined.
1-4
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
2.2.2 Videos .......................................................................................... Error! Bookmark not defined.
2.3. Test Bank for Essentials of Marketing................................ Error! Bookmark not defined.
2.4. Themes for Your Class................................................................................................... 38
2.4.1 Marketing Analytics .................................................................................................................... 41
2.4.2 Ethics............................................................................................ Error! Bookmark not defined.
2.4.3 Marketing for a Better World (#M4BW) ...................................................................................... 44
2.4.4 Artificial Intelligence (#AI4M) ...................................................................................................... 44
2.4.5 Marketing planning and the marketing plan ............................................................................... 45
Module 3: Daily Planning Resources by Chapter ..................................................... 47
3.1. Chapter 1: Marketing’s Value to Consumers, Firms, and Society ......................... 48
3.1.1. Comments Ethical Dilemma ................................................................................... 48
3.1.2. Comments on the Use of Marketing Analytics in Action ..................................... 49
3.1.3. Comments on Artificial Intelligence and Marketing Practice (#AI4M) ................ 50
3.1.4. Comments on Marketing for a Better World (#M4BW) ........................................ 50
3.1.5. Comments on the End-of-Chapter Questions and Problems ............................. 50
3.1.6. Comments on the Marketing Planning for Hillside Veterinary............................ 62
3.1.7. Comments on Marketing Analytics: Data to Knowledge Questions .................. 62
3.1.8. Comments on the Suggested Cases ..................................................................... 65
3.2. Chapter 2: Marketing Strategy Planning .................................................................. 67
3.2.1. Comments on Use of Ethical Dilemma Questions ............................................... 67
3.2.2. Comments on the Use of Marketing Analytics in Action Questions .................. 68
3.2.3. Comments on Artificial Intelligence and Marketing Practice (#AI4M) ................ 69
3.2.4. Comments on Marketing for a Better World (#4BW) ........................................... 69
3.2.5. Comments on the End-of-Chapter Questions and Problems ............................. 69
3.2.6. Comments on the Marketing Planning for Hillside Veterinary............................ 76
3.2.7. Comments on Marketing Analytics: Data to Knowledge Questions .................. 77
3.2.8. Comments on the Suggested Cases ..................................................................... 79
3.3. Chapter 3: Evaluating Opportunities in the Changing Market Environment ........ 81
3.3.1. Comments on Ethical Dilemma ............................................................................. 81
3.3.2. Comments on Marketing Analytics in Action ....................................................... 81
3.3.3. Comments on Artificial Intelligence and Marketing Practice (#AI4M) ................ 82
3.3.4. Comments on Marketing for a Better World (#M4BW) ........................................ 82
3.3.5. Comments on End-of-Chapter Questions and Problems.................................... 82
3.3.6. Comments on Marketing Planning for Hillside Veterinary Clinic ....................... 89
3.3.7. Comments on Marketing Analytics: Data to Knowledge Problem ..................... 89
3.3.8. Comments on the Suggested Cases ..................................................................... 95
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