Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Instructor Manual
Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding
Concepts
Table of Contents
Purpose and Perspective of the Chapter.......................................................................................................2
Cengage Supplements.................................................................................................................................2
Chapter Objectives......................................................................................................................................2
Complete List of Chapter Activities and Assessments................................................................................3
Key Terms...................................................................................................................................................4
What's New in This Chapter........................................................................................................................5
Chapter Outline...........................................................................................................................................6
Discussion Questions.................................................................................................................................13
Additional Activities and Assignments......................................................................................................13
Appendix...................................................................................................................................................18
Generic Rubrics......................................................................................................................................18
Standard Wri琀椀ng Rubric........................................................................................................................18
Standard Discussion Rubric...................................................................................................................19
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 1
website, in whole or in part.
, Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Purpose and Perspec琀椀ve of the Chapter
The purpose of this chapter is to distinguish the difference between goods and services, identify the six
types of business products, and summarize the major elements of brand equity. Furthermore, this chapter
will explore how marketers develop and protect brand identity, the strategies utilized by marketers, how
organizations manage brands and products, and objectives as they relate to product packaging.
Cengage Supplements
The following product-level supplements provide additional information that may help you in preparing
your course. They are available in the Instructor Resource Center.
Transition Guide (provides information about what’s new from edition to edition)
Educator’s Guide (describes assets in the platform with a detailed breakdown of activities by
chapter with seat time)
PowerPoint (provides text-based lectures and presentations)
Test Bank (contains assessment questions and problems)
Guide to Teaching Online (provides information about the key assets within the product and how
to implement/facilitate use of the assets in synchronous and asynchronous teaching environments)
Accelerated Course Syllabus (provides guidance on the recommended delivery of course
materials given a 5-week, 8-week, 12-week, and 16-week course)
MindTap User Guide (provides information on how to navigate and use MindTap)
Chapter Objec琀椀ves
The following objectives are addressed in this chapter:
11.1 Distinguish between goods and services.
11.2 Contrast the three classifications of consumer products in terms of consumer factors and
marketing mix factors.
11.3 Identify the six types of business products.
11.4 Summarize the major elements of brand equity.
11.5 Differentiate the methods used to develop and protect brand identity.
11.6 Outline the various types of brand strategies used by marketers.
11.7 Explain how companies organize to manage brands and products.
11.8 Summarize the three major objectives of packaging.
Complete List of Chapter Ac琀椀vi琀椀es and Assessments
For additional guidance refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration Certification Standard
Objective
11.1-11.8 2 PPT: Icebreaker 30 min BUSPROG:
Reflective Thinking
11.1 8 PPT: Discussion 20 min BUSPROG:
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 2
website, in whole or in part.
, Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Reflective Thinking
11.2 17 PPT: Class Activity 20 min BUSPROG: Analytic
11.4 32 PPT: Discussion 20 min BUSPROG:
Reflective Thinking
11.5 39 PPT: Class Activity 20 min BUSPROG:
Reflective Thinking
11.7 49 PPT: Discussion 20 min BUSPROG:
Reflective Thinking
11.8 54 PPT: Knowledge Check 20 min BUSPROG:
Reflective Thinking
11.1-11.8 N/A MindTap: Why Does Brand 5 min N/A
Loyalty Matter to Me? (Chapter
11 Product and Branding
Concepts)
11.1 N/A MindTap: Learn It 11-1: What 5 min N/A
are Goods and Services?
11.2 N/A MindTap: Learn It 11-2: Types 5 min N/A
of Consumer Products
11.3 N/A MindTap: Learn It 11-3: Types 5 min N/A
of Business Products
11.4 N/A MindTap: Learn It 11-4: 5 min N/A
Managing Brands for
Competitive Advantage
11.5 N/A MindTap: Learn It 11-5: 5 min N/A
Protecting Brand Identity
11.6 N/A MindTap: Learn It 11-6: Types 5 min N/A
of Brand Strategies
11.7 N/A MindTap: Learn It 11-7: 5 min N/A
Organizing Brands and Products
11.8 N/A MindTap: Learn It 11-8: Three 5 min N/A
Major Objectives of Packaging
11.1-11.8 N/A MindTap: Assignment: Chapter 25 min N/A
11 Product and Branding
Concepts
11.1-11.8 N/A MindTap: Case Activity: 15 min N/A
Chapter 11 Product and
Branding Concepts
11.1-11.8 N/A Practice Quiz: Chapter 11 N/A N/A
Product and Branding Concepts
[return to top]
Key Terms
Accessory equipment: Products such as power tools, computers, and office furniture that typically cost
less and last for shorter periods than installations.
Brand: A name, term, sign, symbol, design, or some combination that identifies the products of one firm
while differentiating these products from competitors.
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 3
website, in whole or in part.
, Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Brand equity: The added value the brand gives to a product in the marketplace.
Brand insistence: When consumers refuse alternatives and search extensively for the desired product.
Brand mark: A symbol or pictorial design that distinguishes a product.
Brand name: The part of a brand that can be spoken; it distinguishes a firm's offerings from those of its
competitors.
Brand preference: When buyers choose a product over a competitor based on experience.
Brand recognition: Consumer awareness and identification of a brand.
Business services: Intangible products firms buy to facilitate their production and operations.
Component parts and materials: Finished business products of one producer that become part of the
final products of another producer.
Convenience products: Goods and services consumers want to purchase frequently, immediately, and
with minimal effort.
Goods: Tangible products that customers can see, hear, smell, taste, and/or touch.
Impulse goods and services: Products purchased on the spur of the moment.
Installations: Major capital investments in the B2B market.
Raw materials: Natural resources that become part of a final product.
Services: Intangible products.
Shopping products: Products that are more expensive than convenience items and ones where consumer
lacks complete information prior to the buying process.
Specialty products: Higher-end products offering unique characteristics that compel buyers to purchase
particular brands.
Staples: Convenience products that consumers frequently purchase to maintain a ready inventory.
Supplies: The regular products a firm uses in daily operations.
[return to top]
What's New in This Chapter
The following elements are improvements in this chapter from the previous edition:
New chapter opening paragraph
A small section on “Classifying Consumer Services”
Updated examples and statistics
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 4
website, in whole or in part.
Instructor Manual
Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding
Concepts
Table of Contents
Purpose and Perspective of the Chapter.......................................................................................................2
Cengage Supplements.................................................................................................................................2
Chapter Objectives......................................................................................................................................2
Complete List of Chapter Activities and Assessments................................................................................3
Key Terms...................................................................................................................................................4
What's New in This Chapter........................................................................................................................5
Chapter Outline...........................................................................................................................................6
Discussion Questions.................................................................................................................................13
Additional Activities and Assignments......................................................................................................13
Appendix...................................................................................................................................................18
Generic Rubrics......................................................................................................................................18
Standard Wri琀椀ng Rubric........................................................................................................................18
Standard Discussion Rubric...................................................................................................................19
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 1
website, in whole or in part.
, Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Purpose and Perspec琀椀ve of the Chapter
The purpose of this chapter is to distinguish the difference between goods and services, identify the six
types of business products, and summarize the major elements of brand equity. Furthermore, this chapter
will explore how marketers develop and protect brand identity, the strategies utilized by marketers, how
organizations manage brands and products, and objectives as they relate to product packaging.
Cengage Supplements
The following product-level supplements provide additional information that may help you in preparing
your course. They are available in the Instructor Resource Center.
Transition Guide (provides information about what’s new from edition to edition)
Educator’s Guide (describes assets in the platform with a detailed breakdown of activities by
chapter with seat time)
PowerPoint (provides text-based lectures and presentations)
Test Bank (contains assessment questions and problems)
Guide to Teaching Online (provides information about the key assets within the product and how
to implement/facilitate use of the assets in synchronous and asynchronous teaching environments)
Accelerated Course Syllabus (provides guidance on the recommended delivery of course
materials given a 5-week, 8-week, 12-week, and 16-week course)
MindTap User Guide (provides information on how to navigate and use MindTap)
Chapter Objec琀椀ves
The following objectives are addressed in this chapter:
11.1 Distinguish between goods and services.
11.2 Contrast the three classifications of consumer products in terms of consumer factors and
marketing mix factors.
11.3 Identify the six types of business products.
11.4 Summarize the major elements of brand equity.
11.5 Differentiate the methods used to develop and protect brand identity.
11.6 Outline the various types of brand strategies used by marketers.
11.7 Explain how companies organize to manage brands and products.
11.8 Summarize the three major objectives of packaging.
Complete List of Chapter Ac琀椀vi琀椀es and Assessments
For additional guidance refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration Certification Standard
Objective
11.1-11.8 2 PPT: Icebreaker 30 min BUSPROG:
Reflective Thinking
11.1 8 PPT: Discussion 20 min BUSPROG:
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 2
website, in whole or in part.
, Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Reflective Thinking
11.2 17 PPT: Class Activity 20 min BUSPROG: Analytic
11.4 32 PPT: Discussion 20 min BUSPROG:
Reflective Thinking
11.5 39 PPT: Class Activity 20 min BUSPROG:
Reflective Thinking
11.7 49 PPT: Discussion 20 min BUSPROG:
Reflective Thinking
11.8 54 PPT: Knowledge Check 20 min BUSPROG:
Reflective Thinking
11.1-11.8 N/A MindTap: Why Does Brand 5 min N/A
Loyalty Matter to Me? (Chapter
11 Product and Branding
Concepts)
11.1 N/A MindTap: Learn It 11-1: What 5 min N/A
are Goods and Services?
11.2 N/A MindTap: Learn It 11-2: Types 5 min N/A
of Consumer Products
11.3 N/A MindTap: Learn It 11-3: Types 5 min N/A
of Business Products
11.4 N/A MindTap: Learn It 11-4: 5 min N/A
Managing Brands for
Competitive Advantage
11.5 N/A MindTap: Learn It 11-5: 5 min N/A
Protecting Brand Identity
11.6 N/A MindTap: Learn It 11-6: Types 5 min N/A
of Brand Strategies
11.7 N/A MindTap: Learn It 11-7: 5 min N/A
Organizing Brands and Products
11.8 N/A MindTap: Learn It 11-8: Three 5 min N/A
Major Objectives of Packaging
11.1-11.8 N/A MindTap: Assignment: Chapter 25 min N/A
11 Product and Branding
Concepts
11.1-11.8 N/A MindTap: Case Activity: 15 min N/A
Chapter 11 Product and
Branding Concepts
11.1-11.8 N/A Practice Quiz: Chapter 11 N/A N/A
Product and Branding Concepts
[return to top]
Key Terms
Accessory equipment: Products such as power tools, computers, and office furniture that typically cost
less and last for shorter periods than installations.
Brand: A name, term, sign, symbol, design, or some combination that identifies the products of one firm
while differentiating these products from competitors.
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 3
website, in whole or in part.
, Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 11: Product and Branding Concepts
Brand equity: The added value the brand gives to a product in the marketplace.
Brand insistence: When consumers refuse alternatives and search extensively for the desired product.
Brand mark: A symbol or pictorial design that distinguishes a product.
Brand name: The part of a brand that can be spoken; it distinguishes a firm's offerings from those of its
competitors.
Brand preference: When buyers choose a product over a competitor based on experience.
Brand recognition: Consumer awareness and identification of a brand.
Business services: Intangible products firms buy to facilitate their production and operations.
Component parts and materials: Finished business products of one producer that become part of the
final products of another producer.
Convenience products: Goods and services consumers want to purchase frequently, immediately, and
with minimal effort.
Goods: Tangible products that customers can see, hear, smell, taste, and/or touch.
Impulse goods and services: Products purchased on the spur of the moment.
Installations: Major capital investments in the B2B market.
Raw materials: Natural resources that become part of a final product.
Services: Intangible products.
Shopping products: Products that are more expensive than convenience items and ones where consumer
lacks complete information prior to the buying process.
Specialty products: Higher-end products offering unique characteristics that compel buyers to purchase
particular brands.
Staples: Convenience products that consumers frequently purchase to maintain a ready inventory.
Supplies: The regular products a firm uses in daily operations.
[return to top]
What's New in This Chapter
The following elements are improvements in this chapter from the previous edition:
New chapter opening paragraph
A small section on “Classifying Consumer Services”
Updated examples and statistics
© 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible 4
website, in whole or in part.
