Instructor Manual
MKTG, 13th Edition, Charles W. Lamb
Chapter 1-19
Chapter 1
Table of Contents
Purpose and Perspective of the Chapter ............................................................................................................... 2
Cengage Supplements .................................................................................................................................................. 2
Learning Outcomes ........................................................................................................................................................ 2
Complete List of Chapter Activities and Assessments ...................................................................................... 2
Key Terms ........................................................................................................................................................................... 4
What's New in This Chapter ........................................................................................................................................ 5
Chapter Outline ............................................................................................................................................................... 5
Discussion Questions .................................................................................................................................................. 11
Additional Activities and Assignments................................................................................................................. 11
Additional Resources .................................................................................................................................................. 16
External Videos and Playlist ..................................................................................................................... 16
Appendix ......................................................................................................................................................................... 17
Generic Rubrics ....................................................................................................................................... 17
Standard Writing Rubric .......................................................................................................................... 17
Standard Discussion Rubric ..................................................................................................................... 18
© 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.
,Purpose and Perspective of the Chapter
The purpose of this chapter is to define marketing, which is 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. The chapter introduces four types of marketing
philosophies: production-orientation, sales orientation, market-orientation, and societal
marketing orientation. It differentiates between sales- and market-oriented firms. Finally, the
chapter provides several reasons why marketing is important to study, including its role in the
allocation of goods and services, understanding businesses, creating career opportunities, and
becoming an informed consumer.
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)
Learning Outcomes
The following learning outcomes are addressed in this chapter:
1-1 Define the term marketing.
1-2 Describe four marketing management philosophies.
1-3 Discuss the differences between sales and market orientations.
1-4 Describe several reasons for studying marketing.
Complete List of Chapter Activities and Assessments
For additional guidance refer to the Teaching Online Guide.
© 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.
,Learning PPT slide Activity/Assessment Duration Certification
Outcome Standard
N/A MindTap: Why Does 5 minutes BUSPROG:
Marketing Matter to Me? Reflective
Thinking
DISC: Customer
1-1 MindTap: Learn It 1-1: 5 minutes BUSPROG:
What Is Marketing? Analytic
DISC:
Marketing Plan
1-2 MindTap: Learn It 1-2: 5-10 minutes BUSPROG:
Marketing Management Analytic
Philosophies DISC:
Marketing Plan
1-3 MindTap: Learn It 1-3: 15 minutes BUSPROG:
Differences Between Sales Analytic
and Market Orientations DISC: Customer
1-4 MindTap: Learn It 1-4: Why 5 minutes BUSPROG:
Study Marketing Analytic
DISC:
Marketing Plan
1-1 – 1-4 MindTap: Assignment 25 minutes BUSPROG:
Analytic
DISC:
Marketing Plan
1-1 – 1-4 MindTap: Case Activity 15 minutes BUSPROG:
Analytic
DISC: Strategy
1-1 3 Icebreaker in PPT 5 minutes BUSPROG:
Reflective
Thinking
DISC:
Marketing Plan
1-2 19 Discussion in PPT 10 minutes BUSPROG:
Analytic
DISC: Customer
1-2 21 Group Activity 1 in PPT 20-25 minutes BUSPROG:
Ethics
DISC: Research
1-3 42 Knowledge Check in PPT 5 minutes BUSPROG:
Analytic
DISC: Strategy
1-4 45 Group Activity 2 in PPT 20-25 minutes BUSPROG:
© 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.
, Communication
DISC: Research
[return to top]
Key Terms
Big Data: the discovery, interpretation, and communication of meaningful patterns in data.
Customer relationship management (CRM): a company-wide business strategy designed to
optimize profitability, revenue, and customer satisfaction by focusing on highly defined and
precise customer groups.
Customer satisfaction: customers‘ evaluation of a good or service in terms of whether it has
met their needs and expectations.
Customer value: the relationship between benefits and the sacrifice necessary to obtain those
benefits.
Empowerment: delegation of authority to solve customers‘ problems quickly—usually by the
first person the customer notifies regarding a problem.
Exchange: people giving up something in order to receive something else they would rather
have.
Market orientation: a philosophy that assumes that a sale does not depend on an aggressive
sales force but rather on a customer‘s decision to purchase a product; it is synonymous with the
marketing concept.
Marketing: 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.
Marketing concept: the idea that social and economic justification for an organization‘s
existence is the satisfaction of customer wants and needs while meeting organizational
objectives.
On-demand marketing: delivering relevant experiences, integrated across both physical and
virtual environments, throughout the consumer‘s decision and buying process.
Production orientation: a philosophy that focuses on the internal capabilities of the firm rather
than the desires and needs of the marketplace.
Relationship marketing: a strategy that focuses on keeping and improving relationships with
current customers.
Sales orientation: the belief that people will buy more goods and services if aggressive sales
techniques are used and that high sales result in high profits.
© 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.
MKTG, 13th Edition, Charles W. Lamb
Chapter 1-19
Chapter 1
Table of Contents
Purpose and Perspective of the Chapter ............................................................................................................... 2
Cengage Supplements .................................................................................................................................................. 2
Learning Outcomes ........................................................................................................................................................ 2
Complete List of Chapter Activities and Assessments ...................................................................................... 2
Key Terms ........................................................................................................................................................................... 4
What's New in This Chapter ........................................................................................................................................ 5
Chapter Outline ............................................................................................................................................................... 5
Discussion Questions .................................................................................................................................................. 11
Additional Activities and Assignments................................................................................................................. 11
Additional Resources .................................................................................................................................................. 16
External Videos and Playlist ..................................................................................................................... 16
Appendix ......................................................................................................................................................................... 17
Generic Rubrics ....................................................................................................................................... 17
Standard Writing Rubric .......................................................................................................................... 17
Standard Discussion Rubric ..................................................................................................................... 18
© 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.
,Purpose and Perspective of the Chapter
The purpose of this chapter is to define marketing, which is 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. The chapter introduces four types of marketing
philosophies: production-orientation, sales orientation, market-orientation, and societal
marketing orientation. It differentiates between sales- and market-oriented firms. Finally, the
chapter provides several reasons why marketing is important to study, including its role in the
allocation of goods and services, understanding businesses, creating career opportunities, and
becoming an informed consumer.
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)
Learning Outcomes
The following learning outcomes are addressed in this chapter:
1-1 Define the term marketing.
1-2 Describe four marketing management philosophies.
1-3 Discuss the differences between sales and market orientations.
1-4 Describe several reasons for studying marketing.
Complete List of Chapter Activities and Assessments
For additional guidance refer to the Teaching Online Guide.
© 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.
,Learning PPT slide Activity/Assessment Duration Certification
Outcome Standard
N/A MindTap: Why Does 5 minutes BUSPROG:
Marketing Matter to Me? Reflective
Thinking
DISC: Customer
1-1 MindTap: Learn It 1-1: 5 minutes BUSPROG:
What Is Marketing? Analytic
DISC:
Marketing Plan
1-2 MindTap: Learn It 1-2: 5-10 minutes BUSPROG:
Marketing Management Analytic
Philosophies DISC:
Marketing Plan
1-3 MindTap: Learn It 1-3: 15 minutes BUSPROG:
Differences Between Sales Analytic
and Market Orientations DISC: Customer
1-4 MindTap: Learn It 1-4: Why 5 minutes BUSPROG:
Study Marketing Analytic
DISC:
Marketing Plan
1-1 – 1-4 MindTap: Assignment 25 minutes BUSPROG:
Analytic
DISC:
Marketing Plan
1-1 – 1-4 MindTap: Case Activity 15 minutes BUSPROG:
Analytic
DISC: Strategy
1-1 3 Icebreaker in PPT 5 minutes BUSPROG:
Reflective
Thinking
DISC:
Marketing Plan
1-2 19 Discussion in PPT 10 minutes BUSPROG:
Analytic
DISC: Customer
1-2 21 Group Activity 1 in PPT 20-25 minutes BUSPROG:
Ethics
DISC: Research
1-3 42 Knowledge Check in PPT 5 minutes BUSPROG:
Analytic
DISC: Strategy
1-4 45 Group Activity 2 in PPT 20-25 minutes BUSPROG:
© 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.
, Communication
DISC: Research
[return to top]
Key Terms
Big Data: the discovery, interpretation, and communication of meaningful patterns in data.
Customer relationship management (CRM): a company-wide business strategy designed to
optimize profitability, revenue, and customer satisfaction by focusing on highly defined and
precise customer groups.
Customer satisfaction: customers‘ evaluation of a good or service in terms of whether it has
met their needs and expectations.
Customer value: the relationship between benefits and the sacrifice necessary to obtain those
benefits.
Empowerment: delegation of authority to solve customers‘ problems quickly—usually by the
first person the customer notifies regarding a problem.
Exchange: people giving up something in order to receive something else they would rather
have.
Market orientation: a philosophy that assumes that a sale does not depend on an aggressive
sales force but rather on a customer‘s decision to purchase a product; it is synonymous with the
marketing concept.
Marketing: 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.
Marketing concept: the idea that social and economic justification for an organization‘s
existence is the satisfaction of customer wants and needs while meeting organizational
objectives.
On-demand marketing: delivering relevant experiences, integrated across both physical and
virtual environments, throughout the consumer‘s decision and buying process.
Production orientation: a philosophy that focuses on the internal capabilities of the firm rather
than the desires and needs of the marketplace.
Relationship marketing: a strategy that focuses on keeping and improving relationships with
current customers.
Sales orientation: the belief that people will buy more goods and services if aggressive sales
techniques are used and that high sales result in high profits.
© 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.
