Solution Manual For Marketing Management
4th Edition ( Authors: Greg Marshall, Mark
Johnston) -2026
1-1
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
, Table Of Contents
Part One: Discover Marketing Management
1. Marketing in Today’s Business Milieu
2. Marketing Foundations: Global, Ethical, Sustainable
3. Elements of Marketing Strategy, Planning, and Competition
Part Two: Use Information to Drive Marketing Decisions
4. Market Research Essentials
5. Marketing's Analytical Side
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
Part Three: Develop the Value Offering —The Product Experience
8. Product Strategy and New Product Development
9. Build the Brand
10. Service as the Core Offering
Part Four: Price and Deliver the Value Offering
11. Manage Pricing Decisions
12. Manage Marketing Channels, Logistics, and Supply Chain
Part Five: Communicate the Value Offering
13. Promotion Essentials: Digital and Social Media Marketing
14. Promotion Essentials: Legacy Approaches and Personal Selling
1-2
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
, Chapter 01
Marketing In Today’s Business Milieu
LEARNING OBJECTIVES
LO 1-1 Identify Typical Misconceptions About Marketing, Why They Persist, And The
Resulting Challenges For Marketing Management.
LO 1-2 Define What Marketing And Marketing Management Really Are And How They
Contribute To A Firm’s Success.
LO 1-3 Appreciate How Marketing Has Evolved From Its Early Roots To Be Practiced As
It Is Today. LO 1-4 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing.
CHAPTER OUTLINE
I. WELCOME TO MARKETING MANAGEMENT
II. MARKETING MISCONCEPTIONS
A. Behind The Misconceptions
1. Marketing Is Highly Visible By Nature
2. Marketing Is More Than Buzzwords
B. Beyond The Misconceptions And Toward The Reality Of Modern Marketing
III. DEFINING MARKETING
A. Value And Exchange Are Core Marketing Concepts
B. A New Agenda For Marketing
IV. MARKETING’S ROOTS AND EVOLUTION
A. Pre-Industrial Revolution
1-3
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
, B. Focus On Production And Products
C. Focus On Selling
D. Advent Of The Marketing Concept
1. The Marketing Mix
E. Post-Marketing Concept Approaches
1. Differentiation Orientation
2. Market Orientation
3. Relationship Orientation
4. One-To-One Marketing
V. CHANGE DRIVERS IMPACTING THE FUTURE OF MARKETING
A. Shift To Product Glut And Customer Shortage
B. Shift In Information Power From Marketer To Customer
C. Shift In Generational Values And Preferences
D. Shift To Distinguishing Marketing (Big M) From Marketing (Little M)
1. Marketing (Big M)
2. Marketing (Little M)
E. Shift To Justifying The Relevance And Payback Of The Marketing Investment
VI. YOUR MARKETING MANAGEMENT JOURNEY BEGINS
VII. SUMMARY
KEY TERMS
Marketing Management The Leading And Managing Of The Facets Of Marketing To
Improve Individual, Unit, And Organizational Performance.
Marketing’s Stakeholders Any Person Or Entity Inside Or Outside A Firm With Whom
Marketing Interacts, Impacts, And Is Impacted By.
1-4
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
4th Edition ( Authors: Greg Marshall, Mark
Johnston) -2026
1-1
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
, Table Of Contents
Part One: Discover Marketing Management
1. Marketing in Today’s Business Milieu
2. Marketing Foundations: Global, Ethical, Sustainable
3. Elements of Marketing Strategy, Planning, and Competition
Part Two: Use Information to Drive Marketing Decisions
4. Market Research Essentials
5. Marketing's Analytical Side
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
Part Three: Develop the Value Offering —The Product Experience
8. Product Strategy and New Product Development
9. Build the Brand
10. Service as the Core Offering
Part Four: Price and Deliver the Value Offering
11. Manage Pricing Decisions
12. Manage Marketing Channels, Logistics, and Supply Chain
Part Five: Communicate the Value Offering
13. Promotion Essentials: Digital and Social Media Marketing
14. Promotion Essentials: Legacy Approaches and Personal Selling
1-2
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
, Chapter 01
Marketing In Today’s Business Milieu
LEARNING OBJECTIVES
LO 1-1 Identify Typical Misconceptions About Marketing, Why They Persist, And The
Resulting Challenges For Marketing Management.
LO 1-2 Define What Marketing And Marketing Management Really Are And How They
Contribute To A Firm’s Success.
LO 1-3 Appreciate How Marketing Has Evolved From Its Early Roots To Be Practiced As
It Is Today. LO 1-4 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing.
CHAPTER OUTLINE
I. WELCOME TO MARKETING MANAGEMENT
II. MARKETING MISCONCEPTIONS
A. Behind The Misconceptions
1. Marketing Is Highly Visible By Nature
2. Marketing Is More Than Buzzwords
B. Beyond The Misconceptions And Toward The Reality Of Modern Marketing
III. DEFINING MARKETING
A. Value And Exchange Are Core Marketing Concepts
B. A New Agenda For Marketing
IV. MARKETING’S ROOTS AND EVOLUTION
A. Pre-Industrial Revolution
1-3
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
, B. Focus On Production And Products
C. Focus On Selling
D. Advent Of The Marketing Concept
1. The Marketing Mix
E. Post-Marketing Concept Approaches
1. Differentiation Orientation
2. Market Orientation
3. Relationship Orientation
4. One-To-One Marketing
V. CHANGE DRIVERS IMPACTING THE FUTURE OF MARKETING
A. Shift To Product Glut And Customer Shortage
B. Shift In Information Power From Marketer To Customer
C. Shift In Generational Values And Preferences
D. Shift To Distinguishing Marketing (Big M) From Marketing (Little M)
1. Marketing (Big M)
2. Marketing (Little M)
E. Shift To Justifying The Relevance And Payback Of The Marketing Investment
VI. YOUR MARKETING MANAGEMENT JOURNEY BEGINS
VII. SUMMARY
KEY TERMS
Marketing Management The Leading And Managing Of The Facets Of Marketing To
Improve Individual, Unit, And Organizational Performance.
Marketing’s Stakeholders Any Person Or Entity Inside Or Outside A Firm With Whom
Marketing Interacts, Impacts, And Is Impacted By.
1-4
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC.
