Instructor‘s Manual - Chapter 1
Hunt/Mello/Deitz: Marketing 4e
Chapter 1: Why Marketing Matters to You
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Use this Instructor‘s Manual to facilitate class discussion and incorporate the unique features of the text. Encourage students to follow along using their LEARNING WORKSHEET, which is located in the Instructor‘s online resources. Students should attempt to complete the Learning Worksheet before class begins, allowing class lecture and discussion to be a review of the material. Students should be able to access these Learning Worksheets via their learning platform (Moodle, Blackboard, etc.). The worksheet key for Chapter 1 is provided in the Instructor‘s online resources. LEARNING OBJECTIVES LO 1-1 Describe a marketer‘s role in creating, communicating, and delivering value. LO 1-2 Differentiate among the various eras in the history of marketing. LO 1-3 Distinguish between consumer needs and consumer wants. LO 1-4 Explain the four elements in the marketing mix. LO 1-5 Discuss the importance of globalization in the field of marketing. LO 1-6 Explain the role of analytics in marketing. LO 1-7 Demonstrate the relationship between ethical business practices and marketplace success. LO 1-8 Analyze the functions of marketing beyond the for-profit firm. KEY TERMS brand customer value ethics exchange global marketing logistics marketing marketing analytics
marketing concept marketing mix needs place (distribution) price product production orientation promotion
relationship marketing sales orientation social media supply chain wants
THOUGHT-PROVOKING ACTIVITY (This activity is included in the PowerPoint for this chapter.) With each chapter, begin class with a thought-provoking activity (TPA) for 10 minutes. TPAs allow students to pull in real-world,
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