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Chapter One: Overview of Marketing
TOOLS FOR INSTRUCTORS
Learning Objectives
Annotated Chapter Outline with Instructor’s Notes/Teaching Tips
Answers to End of Chapter Learning Aids
Concept Review
Marketing Application Questions
Marketing Digitally
Chapter Case Study
Video Activities
Additional Teaching Tips
Newsletter Teaching Aid
Learning Objectives
1. Define the role of marketing and explain its core concepts
2. Describe how marketers create value for a product or service
3. Summarize the four orientations of marketing
4. Understand the importance of marketing both within and outside the firm
Annotated Chapter Outline Instructor’s Notes
Opening Vignette: Energy Bars Ask students: Describe the value energy bar
maker KIND provides customers. What do you
Today many people rely on energy bars as meal consider are the main reasons for KIND’s
replacement snacks during the day. With growth and success?
numerous types of energy bars e.g. (meal
replacement bars, protein bars, whole food bars, Answer: (1) It positions its products as supporting
snack bars, paleo, gluten-free, etc.) brands need to a healthy lifestyle to appeal to customers, (2) it
clearly communicate the value of their products to uses natural ingredients, and (3) it is committed to
consumers. kindness initiatives and the good of the world.
LO1: What is Marketing?
Marketing is used to create value in products &
1. Marketing is a set of business practices services.
designed to plan for and present an
organization’s products or services in ways The interrelated marketing mix – or the 4 P’s –
that build effective customer relationships (The creates, transacts, communicates & delivers value.
Canadian Marketing Association
Good marketing is not a random activity and it
A. The marketing plan is a written document requires thoughtful planning with an emphasis on
that specifies marketing activities in terms of the ethical implications of decisions made on the
Full download please contact or qidiantiku.com
,Full download please contact or qidiantiku.com
Annotated Chapter Outline Instructor’s Notes
the 4 P’s, action programs & projected or pro consumer and society in general.
forma income & other financial statements, for
a specific period of time.
Marketing is NOT just about buyers and sellers Group activity: The chapter opens by pointing out
exchanging money for goods and services or that people engage in marketing every day as both
about making a profit. buyers and sellers. Have students make a list of all
marketing transactions in which they were involved
today. List the types of activities on the board and
categorize them as buy or sell.
***Ethics There is a strong ethics orientation in this book. At
the start of the semester, stress that marketers’
actions have ethical implications that must be
understood and addressed.
***Value is a key theme throughout the textbook, Discuss how the same product can provide lots of
that is, creating value for both a firm and its value to one consumer but little or no value to
customers. A more in-depth discussion follows another. Use the example of a recent movie that
later in the chapter. split the audience, e.g., people either love or hate
Joaquin Phoenix in “The Joker.” Why?
B. Marketing consists of six core aspects that For a shorter lecture, one slide can be used to
work together to create value for customers introduce all six core aspects. More detailed slides
and the firm. can be used for expanded discussion if desired.
2. Marketing Is About Satisfying Customers’ Ask students if they have ever thought about the
Needs and Wants number of brands and types of toothpaste
A. The marketplace can be defined as the available.
world of trade or more narrowly defined
by segments. Group activity: Ask students to list the types and
B. It is often not practical to sell the firm’s brands of toothpaste they know. Then ask: Why do
product to everyone, so marketers focus you think there are so many? Point out that the
on the groups or segments that are most benefits of each one differ. Ask: Are these
profitable (referred to as the market). differences based on needs or wants or a
combination of both?
3. Marketing Entails an Exchange. Ask students to discuss how these exchanges
A. Exchange refers to the trade of things of occur in nonprofit settings. What is the exchange
value between the buyer and seller so that at a museum or a lecture?
each is better off as a result.
You might also use the example of a swap or
barter page. (An excellent example of swaps can
be found on the First Canadian Barter Exchange
website http://barterfirst.com/).
Each party to the exchange gives up something of
value: The customer gives up not only money but
also time and information, and the firm gives up
the good or service. The exchange in the end is
mutually beneficial.
You can visit the Chapters/Indigo website to
Full download please contact or qidiantiku.com
, Full download please contact or qidiantiku.com
Annotated Chapter Outline Instructor’s Notes
initiate a discussion of what customers give up in
exchange for the company’s products.
http://www.chapters.indigo.ca/home/
LO2: Marketing Requires Marketing Mix Stress that the concept of the 4Ps is fundamental
Decisions to marketing. Remind students that “4Ps” and “the
The marketing mix (4Ps) of product, price, place, marketing mix” may be used interchangeably to
and promotion refers to the controllable set of refer to product, price, place, and promotion.
activities the firm uses to respond to the wants and
needs of its target market.
Products: Creating value Students often can relate to goods and services,
1. The fundamental purpose of the firm is but the marketing of ideas is a new concept to
to create value by developing a variety them. Use the example of drunk- driving
of offerings, including goods, services, prevention.
and ideas, to satisfy consumer needs.
2. Goods are items that you can Ask: How is that idea marketed?
physically touch. Organizations such as Mothers Against Drunk
3. Services are intangible customer Driving or Students Against Drunk Driving often
benefits produced by people or receive support from brewers and distillers in
machines that cannot be separated promoting responsible drinking and safe driving.
from the producer.
4. Ideas include thoughts, opinions, Ask students: What is the exchange these groups
philosophies, and intellectual concepts are asking consumers to enter?
that also can be marketed.
Answer: They want you to consume alcohol in a
manner that is consistent with safety, which means
giving up some consumption or drinking
responsibly – do not get behind the wheel if you
drink.
Price: Transacting value This is a good opportunity to remind students that
Price refers to everything the buyer gives up the price paid is more than cash. Also tell them
—money, time, and energy— in exchange that later in the semester, you will look at how
for the product. marketers view price, which often differs from the
conceptions they may have been taught in finance
courses about how to determine price.
Place: Delivering value. Of all the areas in marketing, place is the least
Place includes all activities undertaken to recognizable in relation to marketing. Students
get the product to the right customer when tend not to think about the importance of getting
that customer wants it. goods from manufacturers to consumers, which
currently requires global approaches.
This semester, they will learn about marketing’s
role in this crucial process.
Distribution strategy can be complex and requires
consideration of many factors, as well as a high
level of coordination.
Promotion: Communicating value Ask students to identify the target audience for an
Promotion is communication by a marketer ad from Chapter 1. What value proposition is it
Full download please contact or qidiantiku.com
Chapter One: Overview of Marketing
TOOLS FOR INSTRUCTORS
Learning Objectives
Annotated Chapter Outline with Instructor’s Notes/Teaching Tips
Answers to End of Chapter Learning Aids
Concept Review
Marketing Application Questions
Marketing Digitally
Chapter Case Study
Video Activities
Additional Teaching Tips
Newsletter Teaching Aid
Learning Objectives
1. Define the role of marketing and explain its core concepts
2. Describe how marketers create value for a product or service
3. Summarize the four orientations of marketing
4. Understand the importance of marketing both within and outside the firm
Annotated Chapter Outline Instructor’s Notes
Opening Vignette: Energy Bars Ask students: Describe the value energy bar
maker KIND provides customers. What do you
Today many people rely on energy bars as meal consider are the main reasons for KIND’s
replacement snacks during the day. With growth and success?
numerous types of energy bars e.g. (meal
replacement bars, protein bars, whole food bars, Answer: (1) It positions its products as supporting
snack bars, paleo, gluten-free, etc.) brands need to a healthy lifestyle to appeal to customers, (2) it
clearly communicate the value of their products to uses natural ingredients, and (3) it is committed to
consumers. kindness initiatives and the good of the world.
LO1: What is Marketing?
Marketing is used to create value in products &
1. Marketing is a set of business practices services.
designed to plan for and present an
organization’s products or services in ways The interrelated marketing mix – or the 4 P’s –
that build effective customer relationships (The creates, transacts, communicates & delivers value.
Canadian Marketing Association
Good marketing is not a random activity and it
A. The marketing plan is a written document requires thoughtful planning with an emphasis on
that specifies marketing activities in terms of the ethical implications of decisions made on the
Full download please contact or qidiantiku.com
,Full download please contact or qidiantiku.com
Annotated Chapter Outline Instructor’s Notes
the 4 P’s, action programs & projected or pro consumer and society in general.
forma income & other financial statements, for
a specific period of time.
Marketing is NOT just about buyers and sellers Group activity: The chapter opens by pointing out
exchanging money for goods and services or that people engage in marketing every day as both
about making a profit. buyers and sellers. Have students make a list of all
marketing transactions in which they were involved
today. List the types of activities on the board and
categorize them as buy or sell.
***Ethics There is a strong ethics orientation in this book. At
the start of the semester, stress that marketers’
actions have ethical implications that must be
understood and addressed.
***Value is a key theme throughout the textbook, Discuss how the same product can provide lots of
that is, creating value for both a firm and its value to one consumer but little or no value to
customers. A more in-depth discussion follows another. Use the example of a recent movie that
later in the chapter. split the audience, e.g., people either love or hate
Joaquin Phoenix in “The Joker.” Why?
B. Marketing consists of six core aspects that For a shorter lecture, one slide can be used to
work together to create value for customers introduce all six core aspects. More detailed slides
and the firm. can be used for expanded discussion if desired.
2. Marketing Is About Satisfying Customers’ Ask students if they have ever thought about the
Needs and Wants number of brands and types of toothpaste
A. The marketplace can be defined as the available.
world of trade or more narrowly defined
by segments. Group activity: Ask students to list the types and
B. It is often not practical to sell the firm’s brands of toothpaste they know. Then ask: Why do
product to everyone, so marketers focus you think there are so many? Point out that the
on the groups or segments that are most benefits of each one differ. Ask: Are these
profitable (referred to as the market). differences based on needs or wants or a
combination of both?
3. Marketing Entails an Exchange. Ask students to discuss how these exchanges
A. Exchange refers to the trade of things of occur in nonprofit settings. What is the exchange
value between the buyer and seller so that at a museum or a lecture?
each is better off as a result.
You might also use the example of a swap or
barter page. (An excellent example of swaps can
be found on the First Canadian Barter Exchange
website http://barterfirst.com/).
Each party to the exchange gives up something of
value: The customer gives up not only money but
also time and information, and the firm gives up
the good or service. The exchange in the end is
mutually beneficial.
You can visit the Chapters/Indigo website to
Full download please contact or qidiantiku.com
, Full download please contact or qidiantiku.com
Annotated Chapter Outline Instructor’s Notes
initiate a discussion of what customers give up in
exchange for the company’s products.
http://www.chapters.indigo.ca/home/
LO2: Marketing Requires Marketing Mix Stress that the concept of the 4Ps is fundamental
Decisions to marketing. Remind students that “4Ps” and “the
The marketing mix (4Ps) of product, price, place, marketing mix” may be used interchangeably to
and promotion refers to the controllable set of refer to product, price, place, and promotion.
activities the firm uses to respond to the wants and
needs of its target market.
Products: Creating value Students often can relate to goods and services,
1. The fundamental purpose of the firm is but the marketing of ideas is a new concept to
to create value by developing a variety them. Use the example of drunk- driving
of offerings, including goods, services, prevention.
and ideas, to satisfy consumer needs.
2. Goods are items that you can Ask: How is that idea marketed?
physically touch. Organizations such as Mothers Against Drunk
3. Services are intangible customer Driving or Students Against Drunk Driving often
benefits produced by people or receive support from brewers and distillers in
machines that cannot be separated promoting responsible drinking and safe driving.
from the producer.
4. Ideas include thoughts, opinions, Ask students: What is the exchange these groups
philosophies, and intellectual concepts are asking consumers to enter?
that also can be marketed.
Answer: They want you to consume alcohol in a
manner that is consistent with safety, which means
giving up some consumption or drinking
responsibly – do not get behind the wheel if you
drink.
Price: Transacting value This is a good opportunity to remind students that
Price refers to everything the buyer gives up the price paid is more than cash. Also tell them
—money, time, and energy— in exchange that later in the semester, you will look at how
for the product. marketers view price, which often differs from the
conceptions they may have been taught in finance
courses about how to determine price.
Place: Delivering value. Of all the areas in marketing, place is the least
Place includes all activities undertaken to recognizable in relation to marketing. Students
get the product to the right customer when tend not to think about the importance of getting
that customer wants it. goods from manufacturers to consumers, which
currently requires global approaches.
This semester, they will learn about marketing’s
role in this crucial process.
Distribution strategy can be complex and requires
consideration of many factors, as well as a high
level of coordination.
Promotion: Communicating value Ask students to identify the target audience for an
Promotion is communication by a marketer ad from Chapter 1. What value proposition is it
Full download please contact or qidiantiku.com
