Type:
Solution Manual
Resource:
Business to Business Marketing
Edition:
1st Edition
Author(s):
Robert Vitale Waldemar Pfoertsch Joseph Giglierano
Instructor’s Manual to accompany
Business-to-Business Marketing: Analysis and Practice By Robert P. Vitale, Joseph J. Giglierano, and Waldemar Pfoertsch
Instructor’s Manual to Business-to-Business Marketing
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Preface This edition of Business-to Business Marketing: Analysis and Practice (BtBMAP) continues the approach initiated in our prior textbook in Business-to-Business Marketing. Additions and revisions have been made based on feedback from adopters and students from around the world. Elements of the conceptual grounding continue−the value chain, the Marketing Concept, the Product Life Cycle and the Technology Adoption Life Cycle. Each chapter benefits from observations made in real world situations, connecting the theoretical material with its real-world interpretation. Waldemar Pfoertsch, our new third author and an international adopter of our book has provided heartening feedback and critical suggestions. Waldemar’s book with Philip Kotler, “B2B Brand Management” was new, and his work in brand management was an excellent verification of the brand concepts we espoused. His contributions include the new Chapter 13, as well as classroom-tested case studies. Our experience continues to show that students’ assumptions about business-tobusiness marketing are often based on their familiarity with consumer marketing. We include many comparisons and contrasts between the two fields throughout the text to clarify the most important differences and give weight to the distinguishing characteristics of business-to-business principles and practices. Changes from the first book include: • The addition of a new Chapter 11, focused on Business Development • The shift of forecasting from Chapter 6 into this new Chapter 11, acknowledging its importance to business development efforts as well as feedback that Chapter 6 in our first effort was overcrowded • A discussion of Sarbanes-Oxley and its global offspring and the Foreign Corrupt Practices Act, as well as increased discussion of licensing, crosslicensing and joint ventures • An expanded ethics chapter (16), including increased coverage of crisis management and examples of ethical decision making in business
©2011 Pearson Education, In. publishing as Prentice Hall
Business-to-Business Marketing
Instructor’s Manual to Business-to-Business Marketing
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Features of this Manual In this Instructor’s Manual we have attempted to integrate and support a classroom approach that utilizes many of the features of the book. The pedagogical style includes consistently previewing and reviewing concepts and approaches. Learning objectives from the text serve as the primary framework throughout this manual. Each chapter in this manual includes: • Authors’ comments followed by a brief discussion of the opening vignette. These vignettes are useful as “mini-cases” for discussion, to aid students’ understanding of chapter content • Commentary regarding classroom discussion and presentation • Reference to related PowerPoint slides • Answers to end of chapter review questions Additional support items include • Tips based on our classroom experience. These are identified by a “ ” at the beginning of those sections. • “Solutions” to case studies for both analysis and discussion. All are original and reinforce text materials with practical experience, based on real world situations. Sensacon, (a composite of the experiences of many Silicon Valley companies that we have worked with) is a “continuing case” first presented as an example in Chapter 8 and then again in following chapters. It is presented among cases at the end of the book in a consolidated format, pulling together the examples of each chapter. “Sensacon” follows the development of a startup company as it crosses the chasm and moves into the growth stage, presenting many of the challenges faced in these situations. • Sample course syllabi based on 16- and 12-week semesters. (Our experience has been with 16-week-long semesters, meeting twice each week.)
©2011 Pearson Education, In. publishing as Prentice Hall
Business-to-Business Marketing
Instructor’s Manual to Business-to-Business Marketing
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TABLE OF CONTENTS I. Preface
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II. Features of this Instructor’s Manual
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III. This Table of Contents
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Teaching Notes Each Chapter includes: a. Authors’ Comments b. References to PowerPoint slides c. Tips for use in the Classroom d. Answers to End of Chapter Review Questions Chapter One Chapter Two Chapter Three Chapter Four Chapter Five Chapter Six Chapter Seven Chapter Eight Chapter Nine Chapter Ten Chapter Eleven Chapter Twelve Chapter Thirteen Chapter Fourteen Chapter Fifteen Chapter Sixteen IV. Typical 16- And 12-Week Syllabi With Application Notes V. Authors’ Commentary Regarding Case Studies Includes classroom experiences, list of other useful cases
©2011 Pearson Education, In. publishing as Prentice Hall
Business-to-Business Marketing