(Foundations of Marketing, 9e William Pride, Ferrell )
Instructor Manual, For complete File, Download link at the end of this File)
Table of Contents
Purpose and Perspective of the Chapter..................................................................................... 2
Supplements .................................................................................................................. 2
Chapter Objectives ........................................................................................................................ 2
Complete List of Chapter Activities and Assessments ............................................................... 3
Key Terms ....................................................................................................................................... 5
What’s New in This Chapter .......................................................................................................... 6
Chapter Outline ............................................................................................................................. 7
Discussion Starters ...................................................................................................................... 21
Review Questions ........................................................................................................................ 23
Additional Activities and Assignments ....................................................................................... 26
Additional Resources................................................................................................................... 29
External Videos or Playlist ....................................................................................................................... 29
Appendix ...................................................................................................................................... 30
Generic Rubrics ....................................................................................................................................... 30
Standard Writing Rubric .......................................................................................................................... 30
Standard Discussion Rubric ..................................................................................................................... 31
1 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
,Purpose and Perspective of the Chapter
The purpose of this chapter is to give students an overview of strategic marketing and
provide a general framework for studying the field of marketing. First, we develop a
definition of marketing and explore each element of the definition in detail. Next, we
explore the importance of value-driven marketing. We also introduce the marketing
concept and consider several issues associated with its implementation. Additionally, we
take a look at the management of customer relationships and relationship marketing.
Finally, we examine the importance of marketing in a global society.
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 Objectives
The following objectives are addressed in this chapter:
1-1 Define marketing.
1-2 Explain the different variables of the marketing mix.
1-3 Describe how marketing creates value.
1-4 Briefly explore the marketing environment.
1-5 Summarize the marketing concept.
1-6 Identify the importance of building customer relationships.
1-7 Explain why marketing is important to our global economy.
2 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
,Complete List of Chapter Activities and Assessments
For additional guidance refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration Certification Standard
Objective
1–1 3 Icebreaker Activity in PPT 10 min BUSPROG: Reflective
Thinking
DISC: Customer
1–1 7 Discussion Activity in PPT 20 min BUSPROG: Reflective
Thinking
DISC: Customer
1–2 16 Small Group Activity in PPT 60 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–3 23 Discussion Activity in PPT 30 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–4 28 Discussion Activity in PPT 20 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–5 36 Discussion Activity in PPT 30 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–6 41 Small Group Activity in PPT 60 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–7 50 Knowledge Check in PPT 5 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1-1–1-7 N/A Why Does Marketing 5 min N/A
Matter to Me? (Chapter 01
3 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
, Customer-Driven Strategic
Marketing)
1-1 N/A Learn It 1-1: Defining 5 min BUSPROG:
Marketing Communication
DISC: Marketing Plan
1-2 N/A Learn It 1-2: Marketing 5 min BUSPROG:
Deals with Products, Price, Communication
Distribution, and
Promotion DISC: Strategy
1-3 N/A Learn It 1-3: Marketing 5 min BUSPROG: Analytic
Creates Value
DISC: Strategy
1-4 N/A Learn It 1-4: Marketing 5 min BUSPROG: Analytic
Occurs in a Dynamic
Environment DISC: Marketing Plan
1-5 N/A Learn It 1-5: 5 min BUSPROG: Analytic
Understanding the
Marketing Concept DISC: Marketing Plan
1-6 N/A Learn It 1-6: Customer 5 min BUSPROG:
Relationship Management Communication
DISC: Customer
1-7 N/A Learn It 1-7: The 5 min BUSPROG: Analytic
Importance of Marketing
in Our Global Economy DISC: International
Perspective
1-1–1-7 N/A Assignment: Chapter 01 25 min N/A
Customer-Driven Strategic
Marketing
1-1–1-7 N/A Case Activity: Chapter 01 15 min N/A
Customer-Driven Strategic
Marketing
4 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
Instructor Manual, For complete File, Download link at the end of this File)
Table of Contents
Purpose and Perspective of the Chapter..................................................................................... 2
Supplements .................................................................................................................. 2
Chapter Objectives ........................................................................................................................ 2
Complete List of Chapter Activities and Assessments ............................................................... 3
Key Terms ....................................................................................................................................... 5
What’s New in This Chapter .......................................................................................................... 6
Chapter Outline ............................................................................................................................. 7
Discussion Starters ...................................................................................................................... 21
Review Questions ........................................................................................................................ 23
Additional Activities and Assignments ....................................................................................... 26
Additional Resources................................................................................................................... 29
External Videos or Playlist ....................................................................................................................... 29
Appendix ...................................................................................................................................... 30
Generic Rubrics ....................................................................................................................................... 30
Standard Writing Rubric .......................................................................................................................... 30
Standard Discussion Rubric ..................................................................................................................... 31
1 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
,Purpose and Perspective of the Chapter
The purpose of this chapter is to give students an overview of strategic marketing and
provide a general framework for studying the field of marketing. First, we develop a
definition of marketing and explore each element of the definition in detail. Next, we
explore the importance of value-driven marketing. We also introduce the marketing
concept and consider several issues associated with its implementation. Additionally, we
take a look at the management of customer relationships and relationship marketing.
Finally, we examine the importance of marketing in a global society.
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 Objectives
The following objectives are addressed in this chapter:
1-1 Define marketing.
1-2 Explain the different variables of the marketing mix.
1-3 Describe how marketing creates value.
1-4 Briefly explore the marketing environment.
1-5 Summarize the marketing concept.
1-6 Identify the importance of building customer relationships.
1-7 Explain why marketing is important to our global economy.
2 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
,Complete List of Chapter Activities and Assessments
For additional guidance refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration Certification Standard
Objective
1–1 3 Icebreaker Activity in PPT 10 min BUSPROG: Reflective
Thinking
DISC: Customer
1–1 7 Discussion Activity in PPT 20 min BUSPROG: Reflective
Thinking
DISC: Customer
1–2 16 Small Group Activity in PPT 60 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–3 23 Discussion Activity in PPT 30 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–4 28 Discussion Activity in PPT 20 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–5 36 Discussion Activity in PPT 30 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–6 41 Small Group Activity in PPT 60 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1–7 50 Knowledge Check in PPT 5 min BUSPROG: Reflective
Thinking
DISC: Marketing Plan
1-1–1-7 N/A Why Does Marketing 5 min N/A
Matter to Me? (Chapter 01
3 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
, Customer-Driven Strategic
Marketing)
1-1 N/A Learn It 1-1: Defining 5 min BUSPROG:
Marketing Communication
DISC: Marketing Plan
1-2 N/A Learn It 1-2: Marketing 5 min BUSPROG:
Deals with Products, Price, Communication
Distribution, and
Promotion DISC: Strategy
1-3 N/A Learn It 1-3: Marketing 5 min BUSPROG: Analytic
Creates Value
DISC: Strategy
1-4 N/A Learn It 1-4: Marketing 5 min BUSPROG: Analytic
Occurs in a Dynamic
Environment DISC: Marketing Plan
1-5 N/A Learn It 1-5: 5 min BUSPROG: Analytic
Understanding the
Marketing Concept DISC: Marketing Plan
1-6 N/A Learn It 1-6: Customer 5 min BUSPROG:
Relationship Management Communication
DISC: Customer
1-7 N/A Learn It 1-7: The 5 min BUSPROG: Analytic
Importance of Marketing
in Our Global Economy DISC: International
Perspective
1-1–1-7 N/A Assignment: Chapter 01 25 min N/A
Customer-Driven Strategic
Marketing
1-1–1-7 N/A Case Activity: Chapter 01 15 min N/A
Customer-Driven Strategic
Marketing
4 © 2022 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to
a publicly accessible website, in whole or in part.
