Many people object to the high price of drugs, but most will pay the price if they think the product is good. If the price is high, people feel that they are getting something good.
Promotion: Since it is a medical discovery and a significant one, an attempt should be made to have articles printed in prestigious medical journals to show doctors how good the product really is. Television is the best medium for advertising the product. But the doctor should not be left completely out of the advertisement. It should be emphasized that the drug is safe for all ages. All other modes of advertisement should also be used. The new type of industrial stapling machine causes students considerable trouble as few of them have had much industrial experience.
This provides another opportunity to emphasize the need for careful customer analysis. For class discussion, it is useful to segment the stapling machine market into at least two parts — thus requiring two sets of answers. The two basic markets are for office use and for plant use fastening boxes or assembling wood or metal pieces.
You might show that reaching office managers, production managers, purchasing agents, and even top executives in businesses where fastening is especially important affects the Place and Promotion variables. The problems of marketing industrial products should only be raised here, as they are treated extensively in the rest of the text. By the end of the book, the students will be able to handle such a problem very nicely.
It might be fruitful at this time, however, to get the students to notice that industrial marketing would probably be more economicallyoriented than final consumer marketing. This is an integrative question. A market-oriented plan starts with customers and then expects the rest of the firm to arrange its affairs accordingly.
Therefore, an example from any functional area would be appropriate here. This is an important question. It gets at a key reason why it is hard for firms to be successful!! It will prompt a wide variety of different answers and has the potential to generate some very good interaction if it is discussed in class. Most students think that the marketing concept sounds like a simple idea, and students with less work experience often think that it is easy for a firm to implement.
But discussion of this question helps to highlight some of the reasons that the marketing concept is not easy to implement. If there is any difficulty getting discussion going, ask students what they think about the firm that provides their cell phone service, the food service on campus, or the outlet where they purchased a computer. These tend to be routine pockets of dissatisfaction and there will be differences of opinion about what is important and how different firms handle issues. In a class discussion, the point is to try to focus not just on the things that leave customers dissatisfied, but a what they can do to remedy the problem, and b the obstacles that get in the way of such efforts.
The trick is to try to generalize from the examples that they give. The list of generalizations can also go on the board, and then at the end of class, the instructor can point out that by the end of the course, all of those issues will have been covered. Was the salesperson poorly trained or maybe just in a bad mood that day?
Is it possible that the customer was partly at fault? Is the customer really always right? Can a firm afford to satisfy everyone? By the end of the discussion, the instructor can highlight the fact that the underlying tension in implementing the marketing concept is; it is difficult to make a profit and satisfy customers at the same time. Customer satisfaction drives business and repeat business , but it can also be expensive to satisfy customers.
So a firm needs to recognize that different customers have different needs, and then choose the needs it can satisfy at a cost that customers are willing to pay. Students will give a wide variety of examples here. This discussion can be used to foreshadow a similar discussion in Chapter 3, as well as introducing the concepts of product life cycles, which are developed more fully in Chapter 9.
Students should be able to come up with examples — if nothing else, examples of needs that they personally have that are not completely satisfied. There are usually more possible opportunities, each requiring different strategies potential target markets and variations on the marketing mix , than the firm can actually pursue. The major differences among the opportunities are related to whether the firm uses its present products or new products while pursuing present markets or new markets.
In other words, what would be a diversification for one firm might be simply market penetration for a firm that was already in that market. The farther a firm moves from its present activities, the less it is likely to know about the market and its problems. The text provides a discussion of reasons that international opportunities should be considered.
For example, income and population growth has subsided in the U. There are 8 Video Cases with accompanying printed cases in the text. In addition, there are 23 Teaching Videos — including four bonus videos averaging about minutes each.
Part III of this manual provides more information about all these video resources, including an overview of the individual segments. In addition, as noted below, there is a separate, complete Instructor's Manual to Accompany Teaching Videos.
It provides a number of discussion questions and suggested answers as well as many other ideas about using the videos in class. There is also integration between Connect Marketing for Essentials of Marketing described below and your Blackboard gradebook. For more information, talk to your McGraw-Hill sales rep. These online resources have the potential to significantly enhance the teaching and learning experience when utilized with Essentials of Marketing.
The table below provides an overview of these resources and indicates where each is located. A more detailed discussion of each follows. Video Cases — clips from video cases in the book — X X available for viewing on your computer or iPod. Marketing Plan Coach - this online software tool X X helps students build marketing plans by drawing on concepts from Essentials of Marketing. Learn the 4 Ps — Students can stay current with X online articles, websites, podcasts, and videos delivered on a blog, Twitter and Facebook.
Connect Homework Exercises — Homework X exercises that are automatically graded and put in your gradebook. LearnSmart — An adaptive learning system X designed to help students learn faster, study more efficiently, and retain more knowledge. Practice Marketing. Computer simulation offers X students the opportunity to plan and implement the marketing strategy for a simulated product.
Learning With Ads — a great way to preview X concepts from each chapter and see how they are applied in real print ads. A student selects an answer from those presented and gets immediate feedback. Connect Marketing for Essentials of Marketing includes an additional 20 multiple-choice questions. Plus, an instructor can draw from the Essentials of Marketing test bank to create more student practice quizzes.
From our experience, students find the self-test quizzes particularly helpful in studying and reduce their apprehension if the class utilizes multiple-choice tests. The student can study the video cases and then view these video clips independently, or watch the clips first in preparation for a class discussion or written assignment.
The Essentials of Marketing Video Cases are designed to span several topics covered in the text so that they can be used at various points throughout the course.
The Essentials of Marketing Video Clips complement the printed versions of the video cases that appear in the text and are extracts from the complete video case materials about 15 minutes per case.
The video clips are provided to instructors by the publisher. The basic concept is that this software makes it easy for a student — or a marketing manager — to put together a marketing plan. It also includes a sample marketing plan to give students a hands-on feel for what a plan looks like, and exercises at the end of each chapter provide a simple way to get students thinking about marketing planning. We developed the Coach, the sample plan, and the end-of-chapter assignments specifically to go with Essentials of Marketing — and to be at the right level for students in the first marketing course.
Any student who has surfed the web will find the interface familiar—and that makes it easy for students to take advantage of its power. The Marketing Plan Coach offers students a unique tool for integrating information and developing more effective marketing plans — whether for case studies in class, for group projects, or for later use in the business world. This is a professional-quality spreadsheet program designed by the authors.
The 18 computer-aided problems featured in the text and in the spreadsheets were developed by the authors to deepen student understanding of important topics and concepts covered in Essentials of Marketing. The software makes it easy for students to prepare assignments based on the Computer-Aided Problems—and easy for instructors to follow what the student has done. This feature is especially helpful for instructors who teach a distance learning course or want assignments to be emailed to a grader or uploaded to a course website.
There is a separate suggested problem a short caselet at the end of each of the first 18 chapters in the text. Each problem description concludes with questions for the student to answer — using the spreadsheet software.
Answers to all of the questions — along with discussion suggestions and copies of all of the relevant spreadsheets — are provided in Part IV of this manual along with answers to all the other chapter-by- chapter assignment materials. The software has been designed — and extensively tested and refined — so it will be easy for students to use. It provides clear online directions.
Learn the 4 Ps blog, Facebook page, and Twitter feed We provide a blog, a Twitter feed, and a Facebook page to give students alternative channels to access useful resources. These resources come in the form of links to articles, podcasts, and videos.
The blog and Facebook page allow students to comment on these posts as they see fit — or as you might assign. We suggest they simply cut and paste their comments on the blog or Facebook page into a Word document they continually update over the course of the semester.
The next generation of business professionals will need to stay current — and students should get used to using and interacting with relevant blogs and newsfeeds. We are very open to suggestions for other ways to utilize these social media channels — send us an e-mail, give us a call, or post your suggestions at the instructor blog — Teach the 4 Ps www.
All posts to Learn the 4 Ps for students first appear on Teach the 4 Ps for instructors. In fact, many of the posts on Teach the 4 Ps do not appear on Learn the 4 Ps, allowing the instructor access to interesting examples the students have not already seen at Learn the 4 Ps. Connect Homework Assignments Connect Marketing offers an exciting innovation to our supplement package. Connect Marketing now comes with LearnSmart, the adaptive learning system designed to help students learn faster, study more efficiently, and retain more knowledge for greater success.
Connect Marketing for Essentials of Marketing includes a web-based assignment and assessment platform that enriches the learning experience for your students.
We have created about 80 interactive exercises. These exercises go beyond basic recall and create highly engaging interactive content that assesses student performance on key course objectives. Connect Marketing works for students. It helps students connect the marketing dots — in a fun and interactive way. The exercises are not busy work; they are designed to stimulate critical thinking and reinforce key concepts from each chapter.
Connect Marketing works for instructors. It fits right in with the teaching and learning package you have become accustomed to with this text by giving you even more options for teaching your students your way. With Connect Marketing, assignments are automatically graded — with grades dropped right into your Connect grade book. Plus, with dozens of exercises to choose from, the instructor has options and control. You can also easily create your own exercises and online quizzes — with capabilities for them to be automatically graded.
You pull questions right from the Essentials of Marketing test bank linked to EZ Test , create your own quiz, offer it via Connect to your students, and set up all the policies for the quiz. The whole system is integrated with our Essentials of Marketing eBook — we link the practice questions directly with the corresponding material in the text book. LearnSmart provides students with a personalized learning path based on how each responds to questions right or wrong , as well as how confident they feel about the answers they provide.
Questions come in a variety of formats matching, multiple choice some with multiple answers , fill-in-the blank, and more. The program also encourages retention of the material by identifying concepts that students are likely to forget, and directing them back to portions of the e-book to help them solidify concepts. If your students are up for some friendly competition, the instructor can allow their scores to be compared with others in the class or the country at large.
This approach often helps motivate students and gives them feedback to see where they stand. Instructors can see how their students are performing. If your students complete LearnSmart before class, you can gather this information. This information is summarized below each question — making it easier to select the questions you want for a test.
The manual also provides suggestions on developing tests and ideas on grading — as well as answer form templates that make grading easier. More information about computer-based versions of the Bank of Objective Tests is briefly discussed below. This new version of EZ Test features a number of improvements, including the ability to output tests as a word-processing file.
The instructor controls whether self-test questions are included or not. For example, an instructor might wish to include additional essay questions specific to a class lecture before printing the final test. Additional description of these computerized approaches to test generating is provided in the Bank of Objective Test Questions. There are 8 Video Cases with accompanying printed cases in the text.
In addition, there are 23 Teaching Videos — including four bonus videos averaging about minutes each. Part III of this manual provides more information about all these video resources, including an overview of the individual segments.
In addition, as noted below, there is a separate, complete Instructor's Manual to Accompany Teaching Videos. It provides a number of discussion questions and suggested answers as well as many other ideas about using the videos in class. There is also integration between Connect Marketing for Essentials of Marketing described below and your Blackboard gradebook. For more information, talk to your McGraw-Hill sales rep. These online resources have the potential to significantly enhance the teaching and learning experience when utilized with Essentials of Marketing.
The table below provides an overview of these resources and indicates where each is located. A more detailed discussion of each follows. Video Cases — clips from video cases in the book — X X available for viewing on your computer or iPod.
Marketing Plan Coach - this online software tool X X helps students build marketing plans by drawing on concepts from Essentials of Marketing. Learn the 4 Ps — Students can stay current with X online articles, websites, podcasts, and videos delivered on a blog, Twitter and Facebook. Connect Homework Exercises — Homework X exercises that are automatically graded and put in your gradebook. LearnSmart — An adaptive learning system X designed to help students learn faster, study more efficiently, and retain more knowledge.
Practice Marketing. Computer simulation offers X students the opportunity to plan and implement the marketing strategy for a simulated product. Learning With Ads — a great way to preview X concepts from each chapter and see how they are applied in real print ads. A student selects an answer from those presented and gets immediate feedback.
Connect Marketing for Essentials of Marketing includes an additional 20 multiple-choice questions. Plus, an instructor can draw from the Essentials of Marketing test bank to create more student practice quizzes. From our experience, students find the self-test quizzes particularly helpful in studying and reduce their apprehension if the class utilizes multiple-choice tests. The student can study the video cases and then view these video clips independently, or watch the clips first in preparation for a class discussion or written assignment.
The Essentials of Marketing Video Cases are designed to span several topics covered in the text so that they can be used at various points throughout the course. The Essentials of Marketing Video Clips complement the printed versions of the video cases that appear in the text and are extracts from the complete video case materials about 15 minutes per case.
The video clips are provided to instructors by the publisher. The basic concept is that this software makes it easy for a student — or a marketing manager — to put together a marketing plan. It also includes a sample marketing plan to give students a hands-on feel for what a plan looks like, and exercises at the end of each chapter provide a simple way to get students thinking about marketing planning.
We developed the Coach, the sample plan, and the end-of-chapter assignments specifically to go with Essentials of Marketing — and to be at the right level for students in the first marketing course.
Any student who has surfed the web will find the interface familiar—and that makes it easy for students to take advantage of its power. The Marketing Plan Coach offers students a unique tool for integrating information and developing more effective marketing plans — whether for case studies in class, for group projects, or for later use in the business world.
This is a professional-quality spreadsheet program designed by the authors. The 18 computer-aided problems featured in the text and in the spreadsheets were developed by the authors to deepen student understanding of important topics and concepts covered in Essentials of Marketing. The software makes it easy for students to prepare assignments based on the Computer-Aided Problems—and easy for instructors to follow what the student has done.
This feature is especially helpful for instructors who teach a distance learning course or want assignments to be emailed to a grader or uploaded to a course website. There is a separate suggested problem a short caselet at the end of each of the first 18 chapters in the text. Each problem description concludes with questions for the student to answer — using the spreadsheet software.
Answers to all of the questions — along with discussion suggestions and copies of all of the relevant spreadsheets — are provided in Part IV of this manual along with answers to all the other chapter-by- chapter assignment materials. The software has been designed — and extensively tested and refined — so it will be easy for students to use. It provides clear online directions. Learn the 4 Ps blog, Facebook page, and Twitter feed We provide a blog, a Twitter feed, and a Facebook page to give students alternative channels to access useful resources.
These resources come in the form of links to articles, podcasts, and videos. The blog and Facebook page allow students to comment on these posts as they see fit — or as you might assign.
We suggest they simply cut and paste their comments on the blog or Facebook page into a Word document they continually update over the course of the semester. The next generation of business professionals will need to stay current — and students should get used to using and interacting with relevant blogs and newsfeeds. We are very open to suggestions for other ways to utilize these social media channels — send us an e-mail, give us a call, or post your suggestions at the instructor blog — Teach the 4 Ps www.
All posts to Learn the 4 Ps for students first appear on Teach the 4 Ps for instructors. In fact, many of the posts on Teach the 4 Ps do not appear on Learn the 4 Ps, allowing the instructor access to interesting examples the students have not already seen at Learn the 4 Ps. Connect Homework Assignments Connect Marketing offers an exciting innovation to our supplement package. Connect Marketing now comes with LearnSmart, the adaptive learning system designed to help students learn faster, study more efficiently, and retain more knowledge for greater success.
Connect Marketing for Essentials of Marketing includes a web-based assignment and assessment platform that enriches the learning experience for your students. We have created about 80 interactive exercises. These exercises go beyond basic recall and create highly engaging interactive content that assesses student performance on key course objectives.
Connect Marketing works for students. It helps students connect the marketing dots — in a fun and interactive way. The exercises are not busy work; they are designed to stimulate critical thinking and reinforce key concepts from each chapter.
Connect Marketing works for instructors. It fits right in with the teaching and learning package you have become accustomed to with this text by giving you even more options for teaching your students your way.
With Connect Marketing, assignments are automatically graded — with grades dropped right into your Connect grade book. Plus, with dozens of exercises to choose from, the instructor has options and control. You can also easily create your own exercises and online quizzes — with capabilities for them to be automatically graded.
You pull questions right from the Essentials of Marketing test bank linked to EZ Test , create your own quiz, offer it via Connect to your students, and set up all the policies for the quiz. The whole system is integrated with our Essentials of Marketing eBook — we link the practice questions directly with the corresponding material in the text book.
Brigham 2 Test Bank. Pratt Solution Manual. Pratt Test Bank. Horngren 14 Solution Manual. Horngren 14 Instructor's Manual. Boardman 3 Solution Manual. Gilbert 8 Instructor's Manual with Tests. Robbins 6 Instructor's Manual with Test Bank. Christian Albright 4 Solution Manual. Christian Albright 4 Cases Solutions. Mannino 3 Solution Manual. Breyer, Kenneth J. Fridley 6 Solution Manual. Couch, Leon W. Roth 2 Instructor's Solution Manual.
Coulouris, J. Dollimore Solution Manual. Dollimore and T. Kindberg 5 Solution Manual. Mishkin 9 Solution Manual. Mishkin 9 Test Bank. May, Gordon S. Norbury Solution Manual. Felder Solution Manual. Barringer, Duane Ireland 4 Test Bank. Kuratko 8 Instructor's Manual.
Kuratko 8 Test Bank. Copley 9 Solution Manual. Copley 9 Test Bank. Copley 10 Solution Manual. Copley 10 Test Bank. Reimers 2 Solution Manual. Text and Cases by Schroeder 10 Solution Manual. Text and Cases by Schroeder 10 Test Bank. Warren, James M. Reeve 9 Instructor's Manual. Reeve 9 Solution Manual. Reeve 9 Test Bank. Brigham, Michael C. Ehrhardt 13 Solution. Ehrhardt 13 Test Bank. F Ross Solution Manual. Coduto 2 Solution Manual. Curtis Solution Manual. Brealey 7 Instructor's Manual.
Van Horne and and John M. Hull 7 Solution Manual. Groover 3 Solution Manual. Moffett 4 Instructor's Manual. Jayant Baliga Solution Manual. Futrell 12 Test Bank. Ebbing and Steven D. Gammon 9 Solution Manual. Freeman 9.
Freeman 9 Test Bank. Schultz Instructor Resource Manual. Ehrhardt 13 Test Bank. F Ross Solution Manual. Coduto 2 Solution Manual. Curtis Solution Manual. Brealey 7 Instructor's Manual. Van Horne and and John M. Hull 7 Solution Manual. Groover 3 Solution Manual. Moffett 4 Instructor's Manual. Jayant Baliga Solution Manual. Futrell 12 Test Bank. Ebbing and Steven D. Gammon 9 Solution Manual. Freeman 9. Freeman 9 Test Bank.
Schultz Instructor Resource Manual. Marieb 10 Solution Manual. Marieb 10 Test Bank. DuBrin 9 Instructor's Manual. DuBrin 9 Test Bank. Mathis 6 Instrcutor's Manual. Mathis 6 Test Bank. John Bernardin 5 Solution Manual. John Bernardin 5 Test Bank.
Choi ,Gary K. Meek 6 Solution Manual. Hill 6. Hill 8 Instructor's Manual. Hill 8 Test Bank. Resnick 5 Solution Manual. Resnick 5 Test Bank. Resnick 6 Solution Manual. Resnick 6 Test Bank.
Dowling 5 Case Answers. Megginson, Scott B. Smart 2 Solution Manual. Smart 2 Test Bank. Davis, David A. Cornwell 5 Instructor's Manual. Cornwell 5 Solution Manual. Horngren Instructor's Manual. Horngren Solution Manual. Horngren Test Bank. Brown, Thomas Poon 4 Test Bank. Craig 3 Solution Manual. Griffiths 2 Instructor's Manual. Berg 2 Instructor's Manual. Berg 2 Test Bank.
Wooldridge 4 Instructor's Manual. Wooldridge 4 Solution Manual. Trussel J. Douglas Frazer Hughes 7 Test Bank. DuBrin 6 Instructor's Manual. DuBrin 6 Test Bank. DuBrin 7 Instructor's Manual.
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