M: Marketing, 2025 Release by
Dhruv Grewal
Complete Chapter Solutions Manual
are included (Ch 1 to 19)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. Overview of Marketing
2. Developing Marketing Strategies and a Marketing Plan
3. Digital Marketing: Online, Social, and Mobile
4. Conscious Marketing, Corporate Social Responsibility, and Ethics
5. Analyzing the Marketing Environment
6. Consumer Behavior
7. Business-to-Business Marketing
8. Global Marketing
9. Segmentation, Targeting, and Positioning
10. Marketing Research and Analytics
11. Product, Branding, and Packaging Decisions
12. Developing New Products
13. Services: The Intangible Product
14. Pricing Concepts for Capturing Value
15. Supply Chain and Channel Management
16. Retailing and Omnichannel Marketing
17. Integrated Marketing Communications
18. Advertising, Public Relations, and Sales Promotions
19. Personal Selling and Sales Management
,Chapter 1 - overview of marketing M: Marketing 2025
Chapter 1
Overview of Marketing
Tools for Instructors
• Chapter Overview
• Brief Chapter Outline
• Learning Objectives
• Extended Chapter Outline
• PowerPoint Slides
• Additional Resources
• Connect Application Exercises
Chapter Overview
In this chapter, the goal is to provide an overview of marketing and encourage students to think about the
specific aspects of the marketing mix.
Brief Chapter Outline
What Is Marketing?
The Importance of Marketing over Time
How Does Marketing Create Value, and How Do Firms Become More Value Driven?
Learning Objectives
LO1-1 Define the role of marketing.
Marketing is the activity, set of institutions, and processes for creating, capturing, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing strives to create value in many ways. If marketers are to succeed, their customers must believe
that the firm’s products and services are valuable; that is, they are worth more to the customers than they
cost. Another important and closely related marketing role is to capture value of a product or service based
on potential buyers’ beliefs about its value. Through communications, marketers educate and inform
customers about the benefits of their products and services and thereby increase their perceived value.
Marketers facilitate the delivery of value by making sure the right products and services are available when,
where, and in the quantities their customers want. Better marketers are not concerned about just one
transaction with their customers. They recognize the value of loyal customers and strive to develop long-
term relationships with them.
LO1-2 Detail the evolution of marketing over time.
Marketing has evolved from a production or sales-oriented approach, in which firms told people what they
could and should buy, to a market- and value-oriented perspective. In this more recent view, firms look to
their markets to tell them what they need to produce and provide, in a way that creates value for them and
their customers. Most modern firms, having established value as their primary goal, are turning to
technology to augment that value.
LO1-3 Describe how marketers create value for a product or service.
1
, Chapter 1 - overview of marketing M: Marketing 2025
Value stems from at least four main activities that value-driven marketers undertake and are reinforced
throughout the book:
• Adding value, such that they leverage various elements of marketing and work to build relationships
with partners and customers to ensure that they introduce their product, service, or idea to the
marketplace at just the place and time that customers want it.
• Marketing analytics and AI, which companies use to gather vast amounts of information about
customers and competitors, and then analyze it and share it across their own organization and with
partner firms.
• Social and mobile marketing, to take advantage of new technologies and connect with customers
using the latest social media channels.
• Ethical and societal dilemmas, such that firms engage in conscious marketing that takes into
account the benefits and costs of their actions for all stakeholders.
Extended Chapter Outline
I. What Is Marketing? (PPT 1-5)
A. Marketing Is About Satisfying Customer Needs and Wants (PPT 1-6 and 1-7)
B. Marketing Entails an Exchange (PPT 1-8)
Adding Value 1.1: Ensuring the Pepsi Generation Is Also the Next, and the Next, and the
Next Generation: The Starry Brand Rollout Pepsi strategically targets each new generation
to ensure each generation of consumers regards itself as the Pepsi Generation. Pepsi decided
to target Gen Z by reformulating Sierra Mist into a new lemon-lime cola designed to appeal to
younger consumers. It has comparatively low sugar levels to appeal to more health-conscious
cola drinkers, and it uses bright, bold packaging that is designed to have an “Instagrammable”
look. The marketing plan relies heavily on social media to reach young consumers who exhibit
a tendency to reject existing, tired brands.
C. Marketing Creates Value through Product, Price, Place, and Promotion Decisions (PPT 1-
9 and 1-10)
Social and Mobile Marketing: Data for Sale! Get My Personalized Data for Sale! discusses
how increased regulations regarding personal data have led to new platforms like Caden, which
allows users to download their personal data and charge a fee to companies that wish to access
the data.
1. Product: Creating Value (PPT 1-11)
2. Price: Capturing Value (PPT 1-12)
3. Place: Delivering the Value Proposition (PPT 1-13)
4. Promotion: Communicating the Value Proposition (PPT 1-14)
D. Marketing Can Be Performed by Individuals and Organizations (PPT 1-15)
E. Marketing Affects Various Stakeholders (PPT 1-16)
2
Dhruv Grewal
Complete Chapter Solutions Manual
are included (Ch 1 to 19)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. Overview of Marketing
2. Developing Marketing Strategies and a Marketing Plan
3. Digital Marketing: Online, Social, and Mobile
4. Conscious Marketing, Corporate Social Responsibility, and Ethics
5. Analyzing the Marketing Environment
6. Consumer Behavior
7. Business-to-Business Marketing
8. Global Marketing
9. Segmentation, Targeting, and Positioning
10. Marketing Research and Analytics
11. Product, Branding, and Packaging Decisions
12. Developing New Products
13. Services: The Intangible Product
14. Pricing Concepts for Capturing Value
15. Supply Chain and Channel Management
16. Retailing and Omnichannel Marketing
17. Integrated Marketing Communications
18. Advertising, Public Relations, and Sales Promotions
19. Personal Selling and Sales Management
,Chapter 1 - overview of marketing M: Marketing 2025
Chapter 1
Overview of Marketing
Tools for Instructors
• Chapter Overview
• Brief Chapter Outline
• Learning Objectives
• Extended Chapter Outline
• PowerPoint Slides
• Additional Resources
• Connect Application Exercises
Chapter Overview
In this chapter, the goal is to provide an overview of marketing and encourage students to think about the
specific aspects of the marketing mix.
Brief Chapter Outline
What Is Marketing?
The Importance of Marketing over Time
How Does Marketing Create Value, and How Do Firms Become More Value Driven?
Learning Objectives
LO1-1 Define the role of marketing.
Marketing is the activity, set of institutions, and processes for creating, capturing, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing strives to create value in many ways. If marketers are to succeed, their customers must believe
that the firm’s products and services are valuable; that is, they are worth more to the customers than they
cost. Another important and closely related marketing role is to capture value of a product or service based
on potential buyers’ beliefs about its value. Through communications, marketers educate and inform
customers about the benefits of their products and services and thereby increase their perceived value.
Marketers facilitate the delivery of value by making sure the right products and services are available when,
where, and in the quantities their customers want. Better marketers are not concerned about just one
transaction with their customers. They recognize the value of loyal customers and strive to develop long-
term relationships with them.
LO1-2 Detail the evolution of marketing over time.
Marketing has evolved from a production or sales-oriented approach, in which firms told people what they
could and should buy, to a market- and value-oriented perspective. In this more recent view, firms look to
their markets to tell them what they need to produce and provide, in a way that creates value for them and
their customers. Most modern firms, having established value as their primary goal, are turning to
technology to augment that value.
LO1-3 Describe how marketers create value for a product or service.
1
, Chapter 1 - overview of marketing M: Marketing 2025
Value stems from at least four main activities that value-driven marketers undertake and are reinforced
throughout the book:
• Adding value, such that they leverage various elements of marketing and work to build relationships
with partners and customers to ensure that they introduce their product, service, or idea to the
marketplace at just the place and time that customers want it.
• Marketing analytics and AI, which companies use to gather vast amounts of information about
customers and competitors, and then analyze it and share it across their own organization and with
partner firms.
• Social and mobile marketing, to take advantage of new technologies and connect with customers
using the latest social media channels.
• Ethical and societal dilemmas, such that firms engage in conscious marketing that takes into
account the benefits and costs of their actions for all stakeholders.
Extended Chapter Outline
I. What Is Marketing? (PPT 1-5)
A. Marketing Is About Satisfying Customer Needs and Wants (PPT 1-6 and 1-7)
B. Marketing Entails an Exchange (PPT 1-8)
Adding Value 1.1: Ensuring the Pepsi Generation Is Also the Next, and the Next, and the
Next Generation: The Starry Brand Rollout Pepsi strategically targets each new generation
to ensure each generation of consumers regards itself as the Pepsi Generation. Pepsi decided
to target Gen Z by reformulating Sierra Mist into a new lemon-lime cola designed to appeal to
younger consumers. It has comparatively low sugar levels to appeal to more health-conscious
cola drinkers, and it uses bright, bold packaging that is designed to have an “Instagrammable”
look. The marketing plan relies heavily on social media to reach young consumers who exhibit
a tendency to reject existing, tired brands.
C. Marketing Creates Value through Product, Price, Place, and Promotion Decisions (PPT 1-
9 and 1-10)
Social and Mobile Marketing: Data for Sale! Get My Personalized Data for Sale! discusses
how increased regulations regarding personal data have led to new platforms like Caden, which
allows users to download their personal data and charge a fee to companies that wish to access
the data.
1. Product: Creating Value (PPT 1-11)
2. Price: Capturing Value (PPT 1-12)
3. Place: Delivering the Value Proposition (PPT 1-13)
4. Promotion: Communicating the Value Proposition (PPT 1-14)
D. Marketing Can Be Performed by Individuals and Organizations (PPT 1-15)
E. Marketing Affects Various Stakeholders (PPT 1-16)
2
