,Instructor Solution MANUAL For
MKTG, 5th Edition Charles W. LambJoe F. HairCarl McDanielMarc BoivinDavid
GaudetKim Snow
Chapter 1-19
Chapter 1
An Introduction to Marketing
Learning Outcomes
1-1 Define marketing
The term marketing is used in a variety of ways and misrepresented in many others. But, without
marketing, there is no customer. Marketing is about understanding the needs of consumers.
Marketing helps to shape the products and services of a firm based on an understanding of what
the customer is looking for. The goal of marketing is summarized nicely by the marketing
concept. At its core, the marketing concept is about offering the customer what they are looking
for. It includes the following:
Focus on customer needs.
Integrate all organization’s activities, including production, to satisfy customers’ wants.
Achieve long-term goals for the organization by satisfying customer wants and needs
legally and responsibly.
Marketing is becoming a conversation with the customer rather than a distraction.
1-2 Describe the evolution of marketing
The misconceptions about marketing come from the evolution of how marketing has been used
in firms for more than a century. Today’s marketing has resulted from many shifts in both the
field of marketing and society. Some prior perspectives on marketing help to provide a better
understanding of how marketing is perceived today.
Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-1
,a. The production era focuses on marketing as a messenger. It focuses on internal capability of
the firm, which is best reflected by the questions ―What can we do best?‖ and ―What can our
engineers design?‖ rather than by asking ―What do our customers need and want?‖ and ―How
best can we provide solutions to our customers?‖
b. The sales era is highlighted by the increased power of consumer choice. It assumes that
buyers resist purchasing items that are not essential and that consumers must be persuaded to
buy through aggressive sales techniques.
c. The marketing company era is highlighted by the coordination of marketing activities—
advertising, sales, and public relations—into one department in an organization. It is based
on the ―marketing concept‖ that meeting customers’ needs and wants through innovative
products and services while meeting organizational goals is the best approach.
Responsiveness to customer wants is the central focus of the marketing orientation. In this
orientation, customers are grouped into market segments, with marketing professionals
tasked with understanding their customer before making their moves.
d. The societal marketing era holds that the firm should strive to satisfy customer needs and
wants while meeting organizational objectives and preserving or enhancing both the
individual’s and society’s long-term best interests. It examines the longer-term impacts on
the customer and the environment when customers seek to satisfy needs.
e. The relationship marketing era is about developing a real and sustainable relationship with
the customer. Marketing has gone from interruption to interaction. As companies look to
move away from interruption, they see the benefit of looking for a series of transactions that
turn into a true interaction. Engagement is the focus of this era, aided by the use of two
essential customer-based strategies: customer satisfaction and relationship marketing.
Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-2
, Customer satisfaction is the evaluation of a good or service in terms of whether that good or
service has met customer expectations. Retaining customers is considerably less expensive
then attracting new. Customer relationship management is an important result of the
relationship marketing era and best serves the ultimate goal of meeting the needs of
customers and building relationships.
1-3 Define key marketing terms
Exchange—a desired outcome of marketing, people giving up one thing to receive another thing
they would rather have
Customer value—the relationship between the benefits and the sacrifice necessary to obtain
those benefits
Market segments—groups of individuals, families, or companies that are placed together
because it is believed that they share similar needs
Building relationships—the best companies view attracting new customers as the launching
point for developing and enhancing a long-term relationship
Marketing mix—also referred to as the 4Ps of marketing: product, price, place, and promotion.
Each must be studied and developed to create a proper strategy to go after a market segment.
1-4 Explain why marketing matters
Because marketing is part of every company. No matter what, you will have customers, and if
you don’t concern yourself with customers, you will cease to have any.
Because marketing is a rewarding career. Marketing can provide both financial and personal
rewards. Marketing exists in many industries; there is no ―Big 6‖ of marketing companies, such
as there is in accounting. Marketing careers are broad and rewarding—it’s a matter of taking
initiative to find the opportunities.
Lamb, MKTG, 5Ce, Instructor’s Manual © 2022 Cengage Learning Canada, Inc. 2-3
