Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
Instructor Manual
Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven
Strategic Marketing
TABLE OF CONTENTS
Purpose and Perspective of the Chapter......................................................................2
Learning Objectives.......................................................................................................2
Complete List of Chapter Activities and Assessments.................................................3
Key Terms.....................................................................................................................4
What’s New in This Chapter........................................................................................5
Chapter Outline.............................................................................................................5
Discussion Questions..................................................................................................16
Additional Activities and Assignments.......................................................................18
Discussion Starters...................................................................................................................................18
Class Activities........................................................................................................................................ 20
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 1
, Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to give students an overview of strategic marketing and provide a general
framework for studying the field of marketing. First, we develop a definition of marketing and explore
each element of the definition in detail. Next, we explore the importance of value-driven marketing. We
also introduce the marketing concept and consider several issues associated with its implementation. Then
we examine the management of customer relationships and relationship marketing. Finally, we discuss
the importance of marketing in a global context.
LEARNING OBJECTIVES
The following objectives are addressed in this chapter:
1-1 Define marketing.
1-2 Explain the four different variables of the marketing mix.
1-3 Describe how marketing creates value.
1-4 Describe the marketing environment.
1-5 Discuss the marketing concept.
1-6 Identify the importance of building customer relationships.
1-7 Explain why marketing is important to our global economy.
COMPLETE LIST OF CHAPTER ACTIVITIES AND
ASSESSMENTS
The following table organizes activities and assessments by objective so that you can see how all this
content relates to objectives and make decisions about which content you would like to emphasize in your
class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration
Objective
N/A 3 Icebreaker < 10 min
1-2 14–15 Group Activity < 60 min
1-3 21–22 Discussion Activity < 30 min
1-5 32–33 Discussion Activity < 30 min
1-6 37–38 Group Activity < 60 min
1-7 45 Knowledge Check Activity < 5 min
N/A N/A Why Does Marketing Matter to Me? < 5 min
(Chapter 01 Customer-Driven Strategic
Marketing)
1-1 N/A Learn It 1-1: Defining Marketing < 5 min
1-2 N/A Learn It 1-2: Marketing Deals with < 5 min
Products, Price, Distribution, and
Promotion
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 2
, Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
1-3 N/A Learn It 1-3: Marketing Creates Value < 5 min
1-4 N/A Learn It 1-4: Marketing Occurs in a < 5 min
Dynamic Environment
1-5 N/A Learn It 1-5: Understanding the < 5 min
Marketing Concept
1-6 N/A Learn It 1-6: Customer Relationship < 5 min
Management
1-7 N/A Learn It 1-7: The Importance of < 5 min
Marketing in Our Global Economy
1-1–1-7 N/A Assignment: Chapter 01 Customer- < 25 min
Driven Strategic Marketing
1-1–1-7 N/A Case Activity: Chapter 01 Customer- < 15 min
Driven Strategic Marketing
1-1–1-7 N/A Practice Quiz: Chapter 01 Customer N/A
Driven Strategic Marketing
[return to top]
KEY TERMS
big data: Massive data files that can be obtained from both structured and unstructured databases.
Certified B Corporations: A designation given to for-profit companies that have achieved private
certifications regarding their social and environmental performance and that also contribute to
environmental causes.
customer relationship management (CRM): Using information about customers to create
marketing strategies that develop and sustain rewarding customer relationships.
customers: The purchasers of organizations’ products and the focal point of all marketing activities.
exchanges: The provision or transfer of goods, services, or ideas in return for something of value.
green marketing: A strategic process involving stakeholder assessment to create meaningful long-
term relationships with customers while maintaining, supporting, and enhancing the natural environment.
market orientation: An organization-wide commitment to researching and responding to customer
needs.
marketing: The process of exploring, developing, and delivering value to satisfy the needs of a target
market.
marketing concept: A managerial philosophy that an organization should try to satisfy customers’
needs through a coordinated set of activities that also allows the organization to achieve its goals.
marketing environment: The competitive, economic, political/legal/regulatory, technological, and
sociocultural forces that surround the customer and affect the marketing mix.
marketing mix: Four marketing variables—product, price, distribution, and promotion—that a firm
can control to meet the needs of customers within its target market.
product: A good, a service, or an idea.
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 3
, Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
relationship marketing: Establishing long-term, mutually satisfying buyer–seller relationships.
stakeholders: Constituents who have a “stake,” or claim, in some aspect of a company’s products,
operations, markets, industry, and outcomes.
target market: A specific group of customers on whom an organization focuses its marketing efforts.
value: A customer’s subjective assessment of benefits relative to costs in determining the worth of a
product.
[return to top]
WHAT’S NEW IN THIS CHAPTER
The following elements are improvements in this chapter from the previous edition:
● Updated Learning Objectives (LO)
● Updated Figures and Tables
● Updated content and examples
● Updated definition of marketing
● Added definitions of Certified B Corporations and big data
[return to top]
CHAPTER OUTLINE
In the outline below, each element includes references (in parentheses) to related content. “CH.##” refers
to the chapter objective; “PPT Slide #” refers to the slide number in the PowerPoint deck for this chapter
(provided in the PowerPoints section of the Instructor Resource Center). Review learning objectives for
Chapter 1. (PPT Slide 2).
Icebreaker Activity: 10 minutes total. (PPT Slide 3)
This Icebreaker activity helps the instructor and students get to know each other and lays the
groundwork for an interactive and collaborative learning experience. Before discussing any
content from the chapter, pose the question to students to see how many different answers you
get.
o The term “marketing” means different things to different people. What is the first
definition that comes to mind when you hear the term “marketing”?
I. Defining Marketing (1-1, PPT Slides 4–6)
a. Marketing is the process of exploring, developing, and delivering value to satisfy the
needs of a target market.
b. This definition is consistent with the American Marketing Association’s definition of
marketing, which defines marketing as “the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.”
i. Organizations must define their products not as what the companies make or
produce but as what they do to satisfy customers.
c. Marketing-mix variables are often viewed as controllable because they can be managed.
However, economic conditions, competitive influences, and government regulations may
shape the decision-making environment for controllable variables.
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 4
Instructor Manual
Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven
Strategic Marketing
TABLE OF CONTENTS
Purpose and Perspective of the Chapter......................................................................2
Learning Objectives.......................................................................................................2
Complete List of Chapter Activities and Assessments.................................................3
Key Terms.....................................................................................................................4
What’s New in This Chapter........................................................................................5
Chapter Outline.............................................................................................................5
Discussion Questions..................................................................................................16
Additional Activities and Assignments.......................................................................18
Discussion Starters...................................................................................................................................18
Class Activities........................................................................................................................................ 20
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 1
, Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to give students an overview of strategic marketing and provide a general
framework for studying the field of marketing. First, we develop a definition of marketing and explore
each element of the definition in detail. Next, we explore the importance of value-driven marketing. We
also introduce the marketing concept and consider several issues associated with its implementation. Then
we examine the management of customer relationships and relationship marketing. Finally, we discuss
the importance of marketing in a global context.
LEARNING OBJECTIVES
The following objectives are addressed in this chapter:
1-1 Define marketing.
1-2 Explain the four different variables of the marketing mix.
1-3 Describe how marketing creates value.
1-4 Describe the marketing environment.
1-5 Discuss the marketing concept.
1-6 Identify the importance of building customer relationships.
1-7 Explain why marketing is important to our global economy.
COMPLETE LIST OF CHAPTER ACTIVITIES AND
ASSESSMENTS
The following table organizes activities and assessments by objective so that you can see how all this
content relates to objectives and make decisions about which content you would like to emphasize in your
class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration
Objective
N/A 3 Icebreaker < 10 min
1-2 14–15 Group Activity < 60 min
1-3 21–22 Discussion Activity < 30 min
1-5 32–33 Discussion Activity < 30 min
1-6 37–38 Group Activity < 60 min
1-7 45 Knowledge Check Activity < 5 min
N/A N/A Why Does Marketing Matter to Me? < 5 min
(Chapter 01 Customer-Driven Strategic
Marketing)
1-1 N/A Learn It 1-1: Defining Marketing < 5 min
1-2 N/A Learn It 1-2: Marketing Deals with < 5 min
Products, Price, Distribution, and
Promotion
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 2
, Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
1-3 N/A Learn It 1-3: Marketing Creates Value < 5 min
1-4 N/A Learn It 1-4: Marketing Occurs in a < 5 min
Dynamic Environment
1-5 N/A Learn It 1-5: Understanding the < 5 min
Marketing Concept
1-6 N/A Learn It 1-6: Customer Relationship < 5 min
Management
1-7 N/A Learn It 1-7: The Importance of < 5 min
Marketing in Our Global Economy
1-1–1-7 N/A Assignment: Chapter 01 Customer- < 25 min
Driven Strategic Marketing
1-1–1-7 N/A Case Activity: Chapter 01 Customer- < 15 min
Driven Strategic Marketing
1-1–1-7 N/A Practice Quiz: Chapter 01 Customer N/A
Driven Strategic Marketing
[return to top]
KEY TERMS
big data: Massive data files that can be obtained from both structured and unstructured databases.
Certified B Corporations: A designation given to for-profit companies that have achieved private
certifications regarding their social and environmental performance and that also contribute to
environmental causes.
customer relationship management (CRM): Using information about customers to create
marketing strategies that develop and sustain rewarding customer relationships.
customers: The purchasers of organizations’ products and the focal point of all marketing activities.
exchanges: The provision or transfer of goods, services, or ideas in return for something of value.
green marketing: A strategic process involving stakeholder assessment to create meaningful long-
term relationships with customers while maintaining, supporting, and enhancing the natural environment.
market orientation: An organization-wide commitment to researching and responding to customer
needs.
marketing: The process of exploring, developing, and delivering value to satisfy the needs of a target
market.
marketing concept: A managerial philosophy that an organization should try to satisfy customers’
needs through a coordinated set of activities that also allows the organization to achieve its goals.
marketing environment: The competitive, economic, political/legal/regulatory, technological, and
sociocultural forces that surround the customer and affect the marketing mix.
marketing mix: Four marketing variables—product, price, distribution, and promotion—that a firm
can control to meet the needs of customers within its target market.
product: A good, a service, or an idea.
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 3
, Instructor Manual: Pride/Ferrell, Foundations of Marketing, 10e 2026, 9798214040950; Chapter 1: Customer-Driven Strategic Marketing
relationship marketing: Establishing long-term, mutually satisfying buyer–seller relationships.
stakeholders: Constituents who have a “stake,” or claim, in some aspect of a company’s products,
operations, markets, industry, and outcomes.
target market: A specific group of customers on whom an organization focuses its marketing efforts.
value: A customer’s subjective assessment of benefits relative to costs in determining the worth of a
product.
[return to top]
WHAT’S NEW IN THIS CHAPTER
The following elements are improvements in this chapter from the previous edition:
● Updated Learning Objectives (LO)
● Updated Figures and Tables
● Updated content and examples
● Updated definition of marketing
● Added definitions of Certified B Corporations and big data
[return to top]
CHAPTER OUTLINE
In the outline below, each element includes references (in parentheses) to related content. “CH.##” refers
to the chapter objective; “PPT Slide #” refers to the slide number in the PowerPoint deck for this chapter
(provided in the PowerPoints section of the Instructor Resource Center). Review learning objectives for
Chapter 1. (PPT Slide 2).
Icebreaker Activity: 10 minutes total. (PPT Slide 3)
This Icebreaker activity helps the instructor and students get to know each other and lays the
groundwork for an interactive and collaborative learning experience. Before discussing any
content from the chapter, pose the question to students to see how many different answers you
get.
o The term “marketing” means different things to different people. What is the first
definition that comes to mind when you hear the term “marketing”?
I. Defining Marketing (1-1, PPT Slides 4–6)
a. Marketing is the process of exploring, developing, and delivering value to satisfy the
needs of a target market.
b. This definition is consistent with the American Marketing Association’s definition of
marketing, which defines marketing as “the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.”
i. Organizations must define their products not as what the companies make or
produce but as what they do to satisfy customers.
c. Marketing-mix variables are often viewed as controllable because they can be managed.
However, economic conditions, competitive influences, and government regulations may
shape the decision-making environment for controllable variables.
© 2026 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. 4
