Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
Instructor Manual
Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100;
Chapter 1: Marketing: The Art and Science of Satisfying Customers
TABLE OF CONTENTS
Purpose and Perspective of the Chapter......................................................................2
Chapter Objectives........................................................................................................2
Key Terms.....................................................................................................................2
What’s New in This Chapter........................................................................................4
Chapter Outline.............................................................................................................4
Additional Discussion Questions................................................................................10
Additional Activities and Assignments.......................................................................11
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 1
accessible website, in whole or in part.
, Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to explore how marketing generates value for consumers and organizations
by addressing core concepts and practices. It begins by summarizing how marketing creates value through
the four types of utility: form, time, place, and possession. This chapter then discusses the four variables
of the marketing mix—product, price, promotion, and place—and their strategic application.
Additionally, it contrasts marketing activities across five historical eras, highlighting their evolution. It
also explains the concept of relationship marketing with a focus on strategies to enhance customer loyalty.
Furthermore, it describes six distinct categories of marketing and identifies the eight key functions
involved in marketing physical goods. This chapter provides a comprehensive foundation for
understanding modern marketing practices.
CHAPTER OBJECTIVES
The following objectives are addressed in this chapter:
1.1 Summarize how marketing creates value through the four types of utility.
1.2 Describe the four variables of the marketing mix.
1.3 Contrast marketing activities during the five eras in the history of marketing.
1.4 Explain how relationship marketing can move customers up the loyalty ladder.
1.5 Differentiate the six categories of marketing.
1.6 Identify the eight functions of marketing physical goods.
[return to top]
KEY TERMS
Buyer’s market: A market in which there are more goods and services than people willing to buy
them.
Cause marketing: The identification and marketing of a social issue, cause, or idea to selected target
markets.
Consumer orientation: A business philosophy incorporating the marketing concept that emphasizes
first determining unmet consumer needs and then designing a system for satisfying them.
Distribution: Decisions involving modes of transportation, warehousing, inventory control, order
processing, and selection of marketing channels.
Event marketing: The marketing of sporting, cultural, and charitable activities to selected target
markets.
Exchange functions: Buying and selling
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 2
accessible website, in whole or in part.
, Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
Exchange process: The activity in which two or more parties give something of value to each other to
satisfy perceived needs
Interactive marketing: Buyer–seller communications in which the customer controls the amount
and type of information received from a marketer through channels such as the internet and virtual reality
kiosks.
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 companywide consumer orientation with the objective of achieving long-run
success.
Marketing mix: Product, price, distribution, and promotion.
Mobile marketing: The marketing messages sent to wireless devices, such as phones and tablets.
Organization marketing: The marketing efforts of mutual-benefit organizations, service
organizations, and government organizations that seek to influence others to accept their goals, receive
their services, or contribute to them in some way.
Person marketing: The efforts designed to cultivate the attention and preference of a target market
toward a person.
Place marketing: The marketing efforts to attract people and organizations to a particular geographic
area.
Price strategy: The method of setting profitable and justifiable prices.
Product: A good, service, or idea.
Product marketing: The efforts designed to communicate the benefits of a good or service.
Production orientation: Manufacturers stress production of quality products and then look for
people to purchase them.
Promotion: The communication to a firm’s buyers about their products.
Relationship marketing: The development, growth, and maintenance of long-term, cost-effective
relationships with individual customers, suppliers, employees, and other partners for mutual benefit.
Sales orientation: A belief that consumers will resist purchasing nonessential goods and services,
with the attitude toward marketing that only creative advertising and personal selling can overcome
consumers’ resistance and persuade them to buy.
Seller’s market: A market in which there are more buyers for fewer goods and services.
Social marketing: The use of online social media as a communications channel for marketing
messages.
Strategic alliances: The partnerships in which two or more companies combine resources and capital
to create competitive advantages in a new market.
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 3
accessible website, in whole or in part.
, Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
Target market: The group of people toward whom the firm aims its marketing efforts and ultimately
its merchandise.
Transaction-based marketing: The traditional view of marketing as a simple exchange process.
Utility: The want-satisfying power of a good or service.
[return to top]
WHAT’S NEW IN THIS CHAPTER
The following elements are improvements in this chapter from the previous edition:
Introductory paragraph added
Removal of opening and closing examples
Addition of assessment questions for each lo
Updated examples and images throughout chapter
Addition of Airbnb case
Addition of a scholarly citation
[return to top]
CHAPTER OUTLINE
The following outline organizes activities (including any existing discussion questions in PowerPoints or
other supplements) and assessments by chapter (and therefore by topic), so that you can see how all the
content relates to the topics covered in the text.
I. How Marketing Creates Utility (LO 1.1, PPT Slides 4–8)
i. Economists contributed the concept of utility—the want-satisfying power of a
good or service.
ii. Types of utility:
(1) Form utility: Conversion of raw materials and components into finished
goods and services.
(2) Time utility: Availability of goods and services when consumers want them.
(3) Place utility: Availability of goods and services at convenient locations.
(4) Ownership (possession): Ability to transfer title to goods or services from
marketer to buyer.
a. A Definition of Marketing
i. Marketing 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.
II. Elements of Marketing Strategy (LO 1.2, PPT Slides 9–15)
i. Basic elements of a marketing strategy consist of:
(1) The target market.
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 4
accessible website, in whole or in part.
Satisfying Customers
Instructor Manual
Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100;
Chapter 1: Marketing: The Art and Science of Satisfying Customers
TABLE OF CONTENTS
Purpose and Perspective of the Chapter......................................................................2
Chapter Objectives........................................................................................................2
Key Terms.....................................................................................................................2
What’s New in This Chapter........................................................................................4
Chapter Outline.............................................................................................................4
Additional Discussion Questions................................................................................10
Additional Activities and Assignments.......................................................................11
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 1
accessible website, in whole or in part.
, Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to explore how marketing generates value for consumers and organizations
by addressing core concepts and practices. It begins by summarizing how marketing creates value through
the four types of utility: form, time, place, and possession. This chapter then discusses the four variables
of the marketing mix—product, price, promotion, and place—and their strategic application.
Additionally, it contrasts marketing activities across five historical eras, highlighting their evolution. It
also explains the concept of relationship marketing with a focus on strategies to enhance customer loyalty.
Furthermore, it describes six distinct categories of marketing and identifies the eight key functions
involved in marketing physical goods. This chapter provides a comprehensive foundation for
understanding modern marketing practices.
CHAPTER OBJECTIVES
The following objectives are addressed in this chapter:
1.1 Summarize how marketing creates value through the four types of utility.
1.2 Describe the four variables of the marketing mix.
1.3 Contrast marketing activities during the five eras in the history of marketing.
1.4 Explain how relationship marketing can move customers up the loyalty ladder.
1.5 Differentiate the six categories of marketing.
1.6 Identify the eight functions of marketing physical goods.
[return to top]
KEY TERMS
Buyer’s market: A market in which there are more goods and services than people willing to buy
them.
Cause marketing: The identification and marketing of a social issue, cause, or idea to selected target
markets.
Consumer orientation: A business philosophy incorporating the marketing concept that emphasizes
first determining unmet consumer needs and then designing a system for satisfying them.
Distribution: Decisions involving modes of transportation, warehousing, inventory control, order
processing, and selection of marketing channels.
Event marketing: The marketing of sporting, cultural, and charitable activities to selected target
markets.
Exchange functions: Buying and selling
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 2
accessible website, in whole or in part.
, Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
Exchange process: The activity in which two or more parties give something of value to each other to
satisfy perceived needs
Interactive marketing: Buyer–seller communications in which the customer controls the amount
and type of information received from a marketer through channels such as the internet and virtual reality
kiosks.
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 companywide consumer orientation with the objective of achieving long-run
success.
Marketing mix: Product, price, distribution, and promotion.
Mobile marketing: The marketing messages sent to wireless devices, such as phones and tablets.
Organization marketing: The marketing efforts of mutual-benefit organizations, service
organizations, and government organizations that seek to influence others to accept their goals, receive
their services, or contribute to them in some way.
Person marketing: The efforts designed to cultivate the attention and preference of a target market
toward a person.
Place marketing: The marketing efforts to attract people and organizations to a particular geographic
area.
Price strategy: The method of setting profitable and justifiable prices.
Product: A good, service, or idea.
Product marketing: The efforts designed to communicate the benefits of a good or service.
Production orientation: Manufacturers stress production of quality products and then look for
people to purchase them.
Promotion: The communication to a firm’s buyers about their products.
Relationship marketing: The development, growth, and maintenance of long-term, cost-effective
relationships with individual customers, suppliers, employees, and other partners for mutual benefit.
Sales orientation: A belief that consumers will resist purchasing nonessential goods and services,
with the attitude toward marketing that only creative advertising and personal selling can overcome
consumers’ resistance and persuade them to buy.
Seller’s market: A market in which there are more buyers for fewer goods and services.
Social marketing: The use of online social media as a communications channel for marketing
messages.
Strategic alliances: The partnerships in which two or more companies combine resources and capital
to create competitive advantages in a new market.
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 3
accessible website, in whole or in part.
, Instructor Manual: Boone & Kurtz, Contemporary Marketing, 20e, 2026, 9798214041100; Chapter 1: Marketing: The Art and Science of
Satisfying Customers
Target market: The group of people toward whom the firm aims its marketing efforts and ultimately
its merchandise.
Transaction-based marketing: The traditional view of marketing as a simple exchange process.
Utility: The want-satisfying power of a good or service.
[return to top]
WHAT’S NEW IN THIS CHAPTER
The following elements are improvements in this chapter from the previous edition:
Introductory paragraph added
Removal of opening and closing examples
Addition of assessment questions for each lo
Updated examples and images throughout chapter
Addition of Airbnb case
Addition of a scholarly citation
[return to top]
CHAPTER OUTLINE
The following outline organizes activities (including any existing discussion questions in PowerPoints or
other supplements) and assessments by chapter (and therefore by topic), so that you can see how all the
content relates to the topics covered in the text.
I. How Marketing Creates Utility (LO 1.1, PPT Slides 4–8)
i. Economists contributed the concept of utility—the want-satisfying power of a
good or service.
ii. Types of utility:
(1) Form utility: Conversion of raw materials and components into finished
goods and services.
(2) Time utility: Availability of goods and services when consumers want them.
(3) Place utility: Availability of goods and services at convenient locations.
(4) Ownership (possession): Ability to transfer title to goods or services from
marketer to buyer.
a. A Definition of Marketing
i. Marketing 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.
II. Elements of Marketing Strategy (LO 1.2, PPT Slides 9–15)
i. Basic elements of a marketing strategy consist of:
(1) The target market.
© 2026 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly 4
accessible website, in whole or in part.
