INSTRUCTOR S MANUAL Michael Hockenstein Vanier College Marketing Management Canadian Thirteenth Edition Philip Kotler Northwestern University Kevin Lane Keller Dartmouth College Peggy H. Cunningham Dalhousie University Subramanian Sivaramakrishnan University of Manitoba Toronto, a division of Pearson Canada Inc., Toronto, Ontario. Pearson Prentice Hall. All rights reserved. This work is protected by Canadian copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the Internet) will destroy the integrity of the work and is not permitted. The copyright holder grants permission to instructors who have adopted Marketing Management, Canadian Thirteenth Edition, by Philip Kotler, Kevin Lane Keller, Peggy H. Cunningham, and Subramanian Sivaramakrishnan, to post this material online only if the use of the website is restricted by access codes to students in the instructor s class that is using the textbook and provided the reproduced material bears this copyright notice.
CONTENTS Introduction... iv PROFESSORS ON THE GO!...1 RECOMMENDED SYLLABI Project-Oriented Syllabus...45 Sonic PDA Syllabus...60 CHAPTER-BY-CHAPTER INSTRUCTIONAL MATERIAL Chapter 1: Defining Marketing for the Twenty-First Century...79 Chapter 2: Developing Marketing Strategies and Plans...98 Chapter 3: Gathering Information and Scanning the Environment...113 Chapter 4: Conducting Marketing Research and Forecasting Demand...131 Chapter 5: Creating Customer Value, Satisfaction, and Loyalty...157 Chapter 6: Analyzing Consumer Markets...176 Chapter 7: Analyzing Business Markets...197 Chapter 8: Identifying Market Segments and Targets...212 Chapter 9: Creating Brand Equity...227 Chapter 10: Crafting the Brand Positioning...248 Chapter 11: Dealing with Competition...264 Chapter 12: Setting Product Strategy...276 Chapter 13: Designing and Managing Services...295 Chapter 14: Developing Pricing Strategies and Programs...312 ii
Chapter 15: Designing and Managing Integrated Marketing Channels...335 Chapter 16: Managing Retailing, Wholesaling, and Logistics...357 Chapter 17: Designing and Managing Integrated Marketing Communications...376 Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations...402 Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling...432 Chapter 20: Introducing New Market Offerings...459 Chapter 21: Tapping into Global Markets...483 Chapter 22: Managing a Holistic Marketing Organization...504 iii
INTRODUCTION The Canadian thirteenth edition of Kotler/Keller/Cunningham/Sivaramakrishnan s Marketing Management textbook offers a complete set of supplemental learning and teaching aids. The Instructor s Manual plays a central role in organizing this package. This manual has been designed so the instructor can plan lectures, demonstrations, discussions, visual presentations, Internet exercises, and written assignments in a coordinated and efficient manner. All 22 chapters of the textbook have been carefully reviewed in order to develop the most logical and helpful manual for you, the instructor. Primary features of the Instructor s Manual are described below. RECOMMENDED SYLLABI Two recommended syllabi are provided in order to assist you in your course preparation: 1) A project-oriented syllabus presents the students with the opportunity to develop a semester-long marketing plan. With this syllabus, the instructor can have the students choose a new or existing product or service, and in conjunction with the chapters of the text, develop a full and comprehensive marketing plan for the product/service. 2) The Sonic PDA syllabus coordinates with Marketing Plan Pro software and develops a marketing plan for the Sonic PDA product introduced in the text. iv
CHAPTER-BY-CHAPTER INSTRUCTIONAL MATERIAL The remainder of the Instructor s Manual consists of support material for each chapter of the text. Below the various sections provided for each chapter are described. LEARNING OBJECTIVES Each chapter has a series of learning objectives. In this section, Learning Objectives are listed as they appear in the text for each chapter. The instructor may want to review these objectives prior to each lecture to ensure that this material is integrated into the day s lecture. CHAPTER SUMMARY Each chapter of the textbook is summarized in the Chapter Summary. This section provides the instructor with a condensed version of the information included in the chapter. This material is consistent with the Chapter Summary material found at the end of each chapter in the text. This condensation of material is especially helpful in planning chapter sequence presentation and any desired chapter combinations. In addition, this section may help the instructor plan introductory lecture remarks. OPENING THOUGHT In this section, we have tried to anticipate what topics, definitions, and concepts students find the most difficult to understand based on our previous experience teaching the course. Use this section as an early warning sign regarding what is contained in the chapter, how it might be received by the students, and which areas for review and emphasis may be needed. v
TEACHING STRATEGY AND CLASS ORGANIZATION PROJECTS Each chapter offers a number of projects of various length and complexity. These projects give students practice applying concepts presented in the chapter. Students are asked to complete a variety of learning activities, such as interviewing marketing professionals, finding real-world examples of concepts discussed in the text, abstracting articles, and designing sections of a marketing plan. ASSIGNMENTS This section is broken into three parts: Small Group Assignments, Individual Assignments, and Think-Pair-Share. The assignments are designed to help students put to thought and practice the material covered in the text. Many real-world examples are given. Some require a bit of practical research. Both in-class and out-of-class assignments are included. Think-Pair-Share is an active learning technique in which the students practice sharing information and then responding to class discussion. Included in this Instructor s Manual is a semester-long marketing program for a fictional product Sonic PDA. Integrated within the Assignments section of each chapter are assignments for the students to develop a full marketing program for this fictional product. Instructors may, at their discretion, use this assignment for total comprehension and inclusion of material covered in the text. MARKETING TODAY CLASS DISCUSSION TOPICS This section is designed to spark classroom discussion and debate involving material presented in the chapter. It may or may not involve a real firm, but these discussion topics always present a key concept of the chapter, mimicking challenges facing firms today. END-OF-CHAPTER SUPPORT Suggested answers are provided for the Marketing Debate, Marketing Discussion, and Marketing Spotlight sections at the end of each chapter of the text. Instructors may find complementary and/or contradictory answers acceptable. DETAILED CHAPTER OUTLINE This section is the core of the Instructor s Manual. This teaching outline is specifically tied to the actual phrases and definitions used in the textbook. This is a thorough breakdown of the material included in each chapter, including major and minor headings vi
from the textbook. It is recommended that the instructor carefully review the Detailed Chapter Outline prior to preparing a chapter lecture. This review will help in coordinating the learning activities that are available with the textbook. Key concepts and definitions have been highlighted by the use of bold printing and bulleted items, representing key points that you might want to stress in your lecture. Periodically, there is a notation to review the key definitions as they occurred. It is the goal of the author that a reading of the detailed chapter outline should provide the instructor with all of the material needed to conduct a competent chapter lecture. SUPPLEMENTARY MATERIAL You may visit the Instructor s Resource Center Online www.pearsoned.ca/kotler for additional in-text examples and Marketing Insight and Memo boxes. Teaching notes are also available. This material is provided in order to further enrich your course and offer you additional tools you may use when designing your course. vii