Chapter 1: An Overview of Strategic Marketing
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CHAPTER 1
An Overview of Strategic Marketing TEACHING RESOURCES QUICK REFERENCE GUIDE Resource Key Terms Side-By-Side Comparison of the Major Topics and Learning Objectives What’s New in This Chapter Purpose and Perspective Lecture Outline Discussion Starters Class Exercises Answers to Discussion and Review Questions Comments on the Cases Video Case 1.1 Case 1.2 MindTap Updates Examination Questions: Essay Examination Questions: Multiple-Choice Examination Questions: True-False PowerPoint Slides
Location IRM, p. 1 IRM, p. 1 IRM, p. 2 IRM, p. 2 IRM, p. 3 IRM, p. 10 IRM, p. 12 IRM, p. 14 IRM, p. 16 IRM, p. 16 IRM, p. 17 IRM, p. 18 Cognero Cognero Cognero Instructor’s website
KEY TERMS customer lifetime value (CLV) customer relationship management (CRM) customers exchanges green marketing
market orientation marketing
product relationship marketing
marketing concept marketing environment marketing mix
stakeholders target market value
SIDE-BY-SIDE COMPARISON OF THE MAJOR TOPICS AND LEARNING OBJECTIVES A-Head 1-1 Defining Marketing 1-2 Marketing Deals with Products, Distribution, Promotion, and Price 1-3 Marketing Creates Value 1-4 Marketing Occurs in a Dynamic Environment 1-5 Understanding the Marketing Concept 1-6 Customer Relationship Management
Learning Objective 1-1 Define marketing. 1-2 Explain the different variables of the marketing mix. 1-3 Describe how marketing creates value. 1-4 Briefly describe the marketing environment. 1-5 Summarize the marketing concept. 1-6 Identify the importance of building customer
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