Instructor’s Manual
Guide
Essentials Of Marketing, 18th Edition
, Instructor’s Manual & Digital
Implementation Guide
Essentials Of
Marketing
A Marketing Strategy Planning Approach
18th Edition
, Essentials Of Marketing, 17th Edition Instructor’s Manual & Digital
Implementation Guide
Table Of Contents
Part I: How To Use This Manual .................................................................................. I-1
Introduction .................................................................................................................................... I-1 Quick
Start Guides—A Faster Way To Get Started .......................................................... I-1
Overview Of This Manual – A Road Map .................................................................................. I-2
Concluding Remarks ..................................................................................................................... I-4
Part Ii: Overview Of The Major Elements Of P.L.U.S. .................................. Ii-1
Introduction ................................................................................................................................... Ii-1
Essentials Of Marketing, 17th Edition ................................................................................... Ii-1 What’s
New In This Edition Of Essentials Of Marketing? .................................................Ii-2 Marketing For A
Better World (#M4bw) ............................................................................................. Ii-2
Marketing Analytics …....................................................................................................................... Ii-3
Currency ............................................................................................................................................ Ii-3
Active Learning Exercises ................................................................................................................. Ii-3
Chapter-By-Chapter Updates .......................................................................................................... Ii-4
Smartbook With Learnsmart… .................................................................................................. Ii-8 Instructor's Manual &
Digital Implementation Guide To Accompany
Essentials Of Marketing 16e…… ..........................................................................................Ii-8
Powerpoint Lecture Slides And Scripts .............................................................................. Ii-9
Bank Of Objective Test Questions ......................................................................................... Ii-9 Video
Package For Essentials Of Marketing 17e: Teaching Videos, Video
Cases, And Iseeit! Videos...................................................................................................... Ii-10
Connect For Essentials Of Marketing 17e… ..................................................................... Ii-10 Connect
Interactives… .................................................................................................................... Ii-10
Now In Connect – Marketing Analytics: Data To Knowledge… ....................................................... Ii-
10 Connect Questions… ...................................................................................................................... Ii-
11
Learnsmart Questions… ................................................................................................................. Ii-11
Practice Marketing Simulation…...................................................................................................... Ii-11
Find Instructor Resources On Connect (Library→Instructor Resources)
At The Online Learning Center For Essentials Of Marketing, 16e… ..................... Ii-12 Author Blog For
Instructors – Teach The 4 Ps…............................................................ Ii-13
Part Iii: Ideas About Teaching The First Marketing Course ............... Iii-1
Introduction .................................................................................................................................. Iii-1
1. Comments On Approaches To Teach Beginning Marketing .................................. Iii-2
Essentials Of Marketing And P.L.U.S. Support Many Approaches ................................................. Iii-
2 In-Class Or Online Lectures… .......................................................................................................... Iii-
2
Active Learning And Essentials Of Marketing ................................................................................... Iii-2
It Helps To Remind Students About The Structure Of Your Course ................................................. Iii-4
Students Often Appreciate A Written Course Overview ................................................................. Iii-7
How Joe Cannon, Author Of Essentials Of Marketing Teaches His Class (With Syllabus) ............... Iii-
10
2. Suggestions For Writing Course Objectives ........................................................... Iii-16
, 3. Suggestions For The Pace And Coverage For Courses
With Various Lengths ........................................................................................................................ I-16
4. Suggestions For “Flipping The Classroom” And/Or Active Learning In
Your Classroom .................................................................................................................... Iii-17
5. Comments On The Connect Homework Exercises And Application-Based Activities
.................................................................................................................................. Iii-18
Connect Assignments ................................................................................................................... Iii-18
Marketing Analytics: Data To Knowledge – In Connect… .............................................................. Iii-18
Smartbook 2.0 For Essentials Of Marketing ................................................................................... Iii-19
Application-Based Activities .......................................................................................................... Iii-19
Putting It All Together .................................................................................................................... Iii-20
6. Comments On Marketing Analytics: Data To Knowledge ..................................... Iii-20
Problems With A Focus On Marketing Decision-Making ............................................................... Iii-20
Teaching/Learning Objectives ...................................................................................................... Iii-20
Specific Benefits Of The Approach ................................................................................................ Iii-21
Complete Solutions To All Of The Problems ................................................................................... Iii-21
Other Factors To Consider: Time Required .................................................................................. Iii-22
Content ......................................................................................................................................... Iii-22
Ideas On Ways To Incorporate The Problems In The Course ......................................................... Iii-23
7. Comments On What’s Next? In-Chapter Boxes ........................................................... Iii-23
8. Comments On The Ethical Dilemmas ............................................................................... Iii-23
9. Comments On Marketing For A Better World (#M4bw) Boxes And Images ...... Iii-24
10. Comments On The Marketing Analytics In Action ..................................................... Iii-24
11. Comments On The End-Of-Chapter Questions And Problems ............................ Iii-24
12. Comments On The Cases ...................................................................................................... Iii-25
Overview Of Marketing Situations In Cases ................................................................................. Iii-28
13. Comments On Essentials Of Marketing’s Objective Test Questions ............. Iii-28
14. Comments On The Powerpoint Lecture Slides And Youtube Powerpoints . Iii-29 Youtube
Powerpoints ................................................................................................................... Iii-29 Table Of
Youtube Powerpoints And Chapter Links… ................................................................... Iii-31
15. Comments On The Instructor’s Resource Site To Accompany Essentials
Of Marketing ........................................................................................................................... Iii-42
16. Comments On Videos ............................................................................................................. Iii-42
17. Ideas For Student Projects ............................................................................................. Iii-43
18. Feedback To The Authors ................................................................................................... Iii-44
Part Iv: Chapter-By-Chapter Aids – Comments And Answers To Questions And
Exercises ............................................................................................... Iv-1
Introduction .................................................................................................................................. Iv-1
Chapter 1: Marketing's Value To Consumers, Firms, And Society ....................... Iv-1-1 Comments
On Use Of Ethical Dilemmas ...................................................................... Iv-1-1 Comments On Use
Of Marketing Analytics In Action ........................................... Iv-1-2
Comments On Marketing For A Better World (#M4bw) ........................................ Iv-1-2 Comments
On Questions And Problems ..................................................................... Iv-1-2 Comments On Use
Of Marketing Planning For Hillside Veterinary
Clinic Exercise ............................................................................................................... Iv-1-8
Comments On Use Of Suggested Cases ..................................................................... Iv-1-8
Discussion Of Marketing Analytics: Data To Knowledge ................................... Iv-1-9 Summary Of
Connect Interactive Exercises & Application-Based
Activities ......................................................................................................................... Iv-1-12
Guide
Essentials Of Marketing, 18th Edition
, Instructor’s Manual & Digital
Implementation Guide
Essentials Of
Marketing
A Marketing Strategy Planning Approach
18th Edition
, Essentials Of Marketing, 17th Edition Instructor’s Manual & Digital
Implementation Guide
Table Of Contents
Part I: How To Use This Manual .................................................................................. I-1
Introduction .................................................................................................................................... I-1 Quick
Start Guides—A Faster Way To Get Started .......................................................... I-1
Overview Of This Manual – A Road Map .................................................................................. I-2
Concluding Remarks ..................................................................................................................... I-4
Part Ii: Overview Of The Major Elements Of P.L.U.S. .................................. Ii-1
Introduction ................................................................................................................................... Ii-1
Essentials Of Marketing, 17th Edition ................................................................................... Ii-1 What’s
New In This Edition Of Essentials Of Marketing? .................................................Ii-2 Marketing For A
Better World (#M4bw) ............................................................................................. Ii-2
Marketing Analytics …....................................................................................................................... Ii-3
Currency ............................................................................................................................................ Ii-3
Active Learning Exercises ................................................................................................................. Ii-3
Chapter-By-Chapter Updates .......................................................................................................... Ii-4
Smartbook With Learnsmart… .................................................................................................. Ii-8 Instructor's Manual &
Digital Implementation Guide To Accompany
Essentials Of Marketing 16e…… ..........................................................................................Ii-8
Powerpoint Lecture Slides And Scripts .............................................................................. Ii-9
Bank Of Objective Test Questions ......................................................................................... Ii-9 Video
Package For Essentials Of Marketing 17e: Teaching Videos, Video
Cases, And Iseeit! Videos...................................................................................................... Ii-10
Connect For Essentials Of Marketing 17e… ..................................................................... Ii-10 Connect
Interactives… .................................................................................................................... Ii-10
Now In Connect – Marketing Analytics: Data To Knowledge… ....................................................... Ii-
10 Connect Questions… ...................................................................................................................... Ii-
11
Learnsmart Questions… ................................................................................................................. Ii-11
Practice Marketing Simulation…...................................................................................................... Ii-11
Find Instructor Resources On Connect (Library→Instructor Resources)
At The Online Learning Center For Essentials Of Marketing, 16e… ..................... Ii-12 Author Blog For
Instructors – Teach The 4 Ps…............................................................ Ii-13
Part Iii: Ideas About Teaching The First Marketing Course ............... Iii-1
Introduction .................................................................................................................................. Iii-1
1. Comments On Approaches To Teach Beginning Marketing .................................. Iii-2
Essentials Of Marketing And P.L.U.S. Support Many Approaches ................................................. Iii-
2 In-Class Or Online Lectures… .......................................................................................................... Iii-
2
Active Learning And Essentials Of Marketing ................................................................................... Iii-2
It Helps To Remind Students About The Structure Of Your Course ................................................. Iii-4
Students Often Appreciate A Written Course Overview ................................................................. Iii-7
How Joe Cannon, Author Of Essentials Of Marketing Teaches His Class (With Syllabus) ............... Iii-
10
2. Suggestions For Writing Course Objectives ........................................................... Iii-16
, 3. Suggestions For The Pace And Coverage For Courses
With Various Lengths ........................................................................................................................ I-16
4. Suggestions For “Flipping The Classroom” And/Or Active Learning In
Your Classroom .................................................................................................................... Iii-17
5. Comments On The Connect Homework Exercises And Application-Based Activities
.................................................................................................................................. Iii-18
Connect Assignments ................................................................................................................... Iii-18
Marketing Analytics: Data To Knowledge – In Connect… .............................................................. Iii-18
Smartbook 2.0 For Essentials Of Marketing ................................................................................... Iii-19
Application-Based Activities .......................................................................................................... Iii-19
Putting It All Together .................................................................................................................... Iii-20
6. Comments On Marketing Analytics: Data To Knowledge ..................................... Iii-20
Problems With A Focus On Marketing Decision-Making ............................................................... Iii-20
Teaching/Learning Objectives ...................................................................................................... Iii-20
Specific Benefits Of The Approach ................................................................................................ Iii-21
Complete Solutions To All Of The Problems ................................................................................... Iii-21
Other Factors To Consider: Time Required .................................................................................. Iii-22
Content ......................................................................................................................................... Iii-22
Ideas On Ways To Incorporate The Problems In The Course ......................................................... Iii-23
7. Comments On What’s Next? In-Chapter Boxes ........................................................... Iii-23
8. Comments On The Ethical Dilemmas ............................................................................... Iii-23
9. Comments On Marketing For A Better World (#M4bw) Boxes And Images ...... Iii-24
10. Comments On The Marketing Analytics In Action ..................................................... Iii-24
11. Comments On The End-Of-Chapter Questions And Problems ............................ Iii-24
12. Comments On The Cases ...................................................................................................... Iii-25
Overview Of Marketing Situations In Cases ................................................................................. Iii-28
13. Comments On Essentials Of Marketing’s Objective Test Questions ............. Iii-28
14. Comments On The Powerpoint Lecture Slides And Youtube Powerpoints . Iii-29 Youtube
Powerpoints ................................................................................................................... Iii-29 Table Of
Youtube Powerpoints And Chapter Links… ................................................................... Iii-31
15. Comments On The Instructor’s Resource Site To Accompany Essentials
Of Marketing ........................................................................................................................... Iii-42
16. Comments On Videos ............................................................................................................. Iii-42
17. Ideas For Student Projects ............................................................................................. Iii-43
18. Feedback To The Authors ................................................................................................... Iii-44
Part Iv: Chapter-By-Chapter Aids – Comments And Answers To Questions And
Exercises ............................................................................................... Iv-1
Introduction .................................................................................................................................. Iv-1
Chapter 1: Marketing's Value To Consumers, Firms, And Society ....................... Iv-1-1 Comments
On Use Of Ethical Dilemmas ...................................................................... Iv-1-1 Comments On Use
Of Marketing Analytics In Action ........................................... Iv-1-2
Comments On Marketing For A Better World (#M4bw) ........................................ Iv-1-2 Comments
On Questions And Problems ..................................................................... Iv-1-2 Comments On Use
Of Marketing Planning For Hillside Veterinary
Clinic Exercise ............................................................................................................... Iv-1-8
Comments On Use Of Suggested Cases ..................................................................... Iv-1-8
Discussion Of Marketing Analytics: Data To Knowledge ................................... Iv-1-9 Summary Of
Connect Interactive Exercises & Application-Based
Activities ......................................................................................................................... Iv-1-12
