Instructor Manual: BooneKurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 01: Marketing: The Art and

Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 01: Marketing: The Art and Science of Satisfying Customers 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.Instructor Manual Boone/Kurtz, Contemporary Marketing 19e, Chapter 01: Marketing: The Art and Science of Satisfying Customers 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 ....................................................................................................................................... 4 What's New in This Chapter .......................................................................................................... 6 Chapter Outline ............................................................................................................................. 6 Discussion Questions .................................................................................................................... 8 Additional Activities and Assignments ....................................................................................... 10 Appendix ...................................................................................................................................... 13 Generic Rubrics ....................................................................................................................................... 13 Standard Writing Rubric .......................................................................................................................... 13 Standard Discussion Rubric ..................................................................................................................... 14

(For Complete File, Download link at the end of this File) (Contemporary Marketing, 19e Louis Boone, David Kurtz) 1 / 4

Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 01: Marketing: The Art and Science of Satisfying Customers 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.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; relationship; 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.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 Summarize how marketing creates value through the four types of utility.

1.2 Describe the four variables of the marketing mix.

1.3 Contrast the focus of marketing activities during the five eras of marketing history.

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.

1.7 Give a description of a company’s marketing mix, classify the elements of the marketing mix and the category of marketing. 2 / 4

Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 01: Marketing: The Art and Science of Satisfying Customers 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.Complete List of Chapter Activities and Assessments For additional guidance refer to the Teaching Online Guide.Chapter Objective PPT slide Activity/Assessment Duration Certification Standard 1.1

• PPT: Icebreaker 30 min BUSPROG:

Reflective Thinking 1.1 8 PPT: Discussion 20 min BUSPROG: Reflective Thinking 1.2 18 PPT: Class Activity 20 min BUSPROG: Analytic

DISC: Marketing

Mix 1.2 27 PPT: Discussion 20 min BUSPROG: Reflective Thinking

1.5 37 PPT: Class Activity

20 min BUSPROG:

Analytic

DISC:

Relationships 1.7 45 PPT: Knowledge Check 5 min BUSPROG: Reflective Thinking

1.1 N/A MindTap: Why Does

Marketing Matter to Me?

(Chapter 01 Marketing:

The Art and Science of Satisfying Customers)

• min N/A

1.1 N/A MindTap: Learn It 1-1: What is Marketing?

• min N/A

1.2 N/A MindTap: Learn It 1-2: Elements of Marketing Strategy

• min N/A

1.3 N/A MindTap: Learn It 1-3: Five Eras of Marketing History

• min N/A

1.4 N/A MindTap: Learn It 1-4: From Transaction-Based

• min N/A 3 / 4

Instructor Manual: Boone/Kurtz, Contemporary Marketing 19e, ISBN9780357461709; Chapter 01: Marketing: The Art and Science of Satisfying Customers 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.Marketing to Relationship Marketing 1.5 N/A MindTap: Learn It 1-5: Categories of Marketing

• min N/A

1.6 N/A MindTap: Learn It 1-6: Eight Functions of Marketing Physical Goods

• min N/A

1.1 – 1.7 N/A MindTap: Assignment:

Chapter 01 Marketing:

The Art and Science of Satisfying Customers 25 min N/A 1.1-1.7 N/A MindTap: Case Activity:

Chapter 01 Marketing:

The Art and Science of Satisfying Customers N/A 1.1-1.7 N/A MindTap: Practice Quiz:

Chapter 01 Marketing:

The Art and Science of Satisfying Customers 25 min N/A

[return to top] Key Terms

Buyer’s market: When there are more products than people willing to buy them.

Cause marketing: Identification and marketing of a social issue, cause, or idea to selected target markets.

Consumer orientation: Where the focus is on satisfying the needs and wants of

consumers rather than simply producing and selling products.

Distribution: Decisions involving modes of transportation, warehousing, inventory control, order processing, and selection of marketing channels.

Event marketing: Marketing of sporting, cultural, and charitable activities to selected target markets.

Marketing: The process for creating, communicating, and delivering value to customers.

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