Enriched Instructor’s Manual
To Accompany
Prepared by
Mark Kam Loon Loo
Concordia University of Edmonton
Marketing Strategy 1CE O. C. Ferrel Michael Hartline Bryan W. Hochstein Marc Boivin
© 2024 Cengage Learning Canada, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 1
publicly accessible website, in whole or in part.
,Table of Contents
Contents ........................................................................................................................... 2
Preface to the Enriched Instructor‘s Manual .......................................................................... 3
Additional Teaching Resources ............................................................................................ 3
About the Author ............................................................................................................... 4
Contents
PART 1 Setting the Stage for Marketing Strategy
CHAPTER 1 Marketing in Today‘s Economy
CHAPTER 2 Strategic Marketing Planning
PART 2 Discovering Market Opportunities
CHAPTER 3 Collecting and Analyzing Marketing Information
CHAPTER 4 Developing Competitive Advantage and Strategic Focus
PART 3 Developing Marketing Strategy
CHAPTER 5 Customers, Segmentation, and Target Marketing
CHAPTER 6 The Marketing Program
CHAPTER 7 Branding and Positioning
PART 4 Putting Strategy into Action
CHAPTER 8 Ethics and Social Responsibility in Marketing Strategy
CHAPTER 9 Marketing Implementation and Control
CHAPTER 10 Developing and Maintaining Long-Term Customer Relationships
PART 5 Cases
CASE 1 Tesla Races Ahead with Nontraditional Marketing Strategy
CASE 2 E-commerce Soars with Shopify
CASE 3 Shaw Communications: Let‘s (Maybe) Make a Deal
CASE 4 Apple Bites Back
CASE 5 Uber: The Opportunities and Challenges of Market Disruption
CASE 6 Social Responsibility Is the Key Ingredient at New Belgium Brewing
CASE 7 Bayer Grows with Monsanto Acquisition
CASE 8 Netflix Fights to Stay Ahead of a Rapidly Changing Market
CASE 9 Canadian Tire: Ahead by a Century
CASE 10 Google Searches for Solution to Privacy Issues
CASE 11 Couche-Tard: Better Late than Never
CASE 12 Mattel Gives Its Marketing Strategy a Makeover
CASE 13 Starbucks Perfects Its Blend
CASE 14 Zappos Finds the Perfect Fit
CASE 15 Manitobah Mukluks: A Company with Heart and Soles
CASE 16 Saputo: Handling a Fluid Situation
CASE 17 The Canadian Football League: Big Field, Bigger Problems
CASE 18 Walmart Dominates with World-Class Supply Chain
CASE 19 Aritzia: Fashioning an Artistic Approach to Retail
© 2024 Cengage Learning Canada, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 2
publicly accessible website, in whole or in part.
,CASE 20 Gillette‘s Razor-Sharp Innovation May Not Be Enough
Preface to the Enriched Instructor’s Manual
About CCTA
The Cengage Canada Teaching Advantage (CCTA) is a research-based set of standards for
delivering instructor resources that promote student engagement and higher-order thinking to
enable the success of Canadian students and educators.
The Enriched Instructor’s Manual
This Enriched Instructor‘s Manual is organized according to the textbook chapters and consists
of the following:
1. Chapter Outline: The chapter outline provides a detailed summary of the key concepts
and takeaways of each chapter‘s sections and subsections.
2. Discussion Questions: Discussion questions based on the chapter content are provided
and can be used to encourage student engagement and critical thinking. The questions
include suggested answers and points to consider.
3. Additional Questions: The additional discussion questions promote further critical
thinking and encourage students to apply key concepts and theories beyond the text.
4. Key Terms: Key terms from each chapter are listed and defined. This is a useful review
and study aid that instructors can provide to students.
Additional Teaching Resources
Additional teaching aids are available from Cengage Canada in support of this textbook for
teaching social research methods in Canadian colleges and universities.
The following supplements are available on the password-protected Instructor Resources
website at https://login.cengage.com:
CCTA Test Bank: The Test Bank was revised by Tarun Dewan, University of Toronto. It
includes 400 questions written according to CCTA guidelines for effective construction and
development of higher-order questions. The Test Bank includes multiple choice, true/false,
and essay questions.
The CCTA Test Bank is available in a cloud-based platform. Testing Powered by Cognero®
is a secure online testing system that allows instructors to author, edit, and manage test
bank content from anywhere Internet access is available. No special installations or
downloads are needed, and the desktop-inspired interface, with its drop-down menus and
familiar, intuitive tools, allows instructors to create and manage tests with ease. Multiple
© 2024 Cengage Learning Canada, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 3
publicly accessible website, in whole or in part.
, test versions can be created in an instant, and content can be imported or exported into
other systems. Tests can be delivered from a learning management system, the classroom,
or wherever an instructor chooses. Testing Powered by Cognero for Marketing Strategy can
be accessed through https://login.cengage.com.
Microsoft® PowerPoint® Slides: Microsoft® PowerPoint® lecture slides for every
chapter have been revised and updated by Alison MacCallum, Georgian College. An average
of 40 to 50 slides per chapter are provided, some featuring key exhibits from Marketing
Strategy, Canadian edition.
Image Library: This resource consists of digital copies of exhibits and images used in the
book. Instructors may use these images to create their own PowerPoint presentations.
About the Author
Mark Loo is an Associate Professor at the Mihalcheon School of Management, Faculty of
Management, Concordia University of Edmonton. He holds a PhD in Management (B2B
Marketing), MBA and BA Hons in Mass Communication and Psychology. He also holds trainer
certifications from Canada, the United Kingdom, and the United States.
Mark has over 25 years of experience in sales and marketing in various industries, including
office automation, multilevel marketing, advertising consulting, children‘s education, and
professional management training. In advertising, Mark worked first as a bilingual English-Malay
copywriter with Quantum: FCB, and later as client service supervisor in Ogilvy & Mather, and
associate account director at Union 45/Publicis.
Mark has over 30 years of teaching experience as a consultant in Asia and full-time academic in
Canada. Although Mark‘s favourite subject is marketing, especially advertising and promotion,
he has effectively taught an extensive range of marketing and management courses. He has
taught marketing and management courses for twinning MBA programs in the United Kingdom,
Australia, and Netherlands.
Mark has published papers on negotiation styles, Islamic banking, spirituality at the workplace,
global competitiveness, and emerging markets, and more recently focused his research on
ASEAN (Association of Southeast Asian Nations). Prior to becoming a full-time academic, Mark
offered management training consultancy, designing public programs for management
institutes, and customizing courses for organizations. His training assignments have taken him
to Brunei, China, Hong Kong, Indonesia, Malaysia, Mauritius, Singapore, and Thailand. As an
academic, he has presented research papers in Asia, Europe, and North America.
© 2024 Cengage Learning Canada, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 4
publicly accessible website, in whole or in part.
