市场营销学12版英文配套资源armstrong_mai12_im_fm.pdf

i Armstrong/Kotlers Marketing:An Introduction,12th Edition Instructors Manual PREFACE Important Notes About the Appendixes Appendix 1,Company Cases:For your convenience,the Company Cases are provided in their entirety in this Instructors Manual.See below for a description of the additional Company Case Notes that are found in the End of Chapter Material section of each chapters guide.Appendix 3,Marketing by the Numbers:In addition to the helpful appendix hints found in the chapter-by-chapter guides,this Instructors Manual includes a separate teaching aide specifically for the Marketing by the Numbers appendix.It features an Appendix Overview,a detailed Appendix Outline with Teaching Notes,and Additional Quantitative Exercises.Appendix 4,Careers in Marketing:This appendix is provided for the students electronically via the MyMarketingLab at .How to Use this Instructors Manual The Twelfth Edition of Armstrong/Kotlers Marketing:An Introduction has a complete set of supplemental learning and teaching aids.The Instructors Manual plays a central role in organizing this package.This manual has been designed so the instructor can plan lectures,discussions,online learning activities,and written assignments in a coordinated and efficient manner.All 16 chapters of the text have been carefully reviewed in order to develop the most logical and helpful manual for you,the instructor.Primary features of the Instructors Manual are described below.Previewing the Concepts:Chapter Objectives Each chapter of the text contains a list of important objectives.These objectives are also listed at the beginning of each chapter of the Instructors Manual.In addition,each objective is tied to the specific section of the text in the Chapter Outline section of this manual.Just the Basics In this Twelfth Edition,there are two sections to each chapter in the Instructors Manual.The first section,Just the Basics,provides several sections starting with the Chapter Overview and ending with the Company Case Notes that summarize the textbook chapter and end-of-chapter materials.The second section,entitled Great Ideas,provides additional student projects and other material that will help you present the material and manage your time effectively.ii Chapter Overview Each chapter of the textbook is summarized in the Chapter Overview.This section provides the instructor with a condensed version of the information included in the chapter.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 and/or summary remarks.Annotated Chapter Notes/Outline This section is the core of the Instructors Manual.This teaching outline is a thorough condensation(specifically tied to the actual phrases and definitions used in the textbook)of the material included in the textbook chapters.This outline includes major and minor headings from the textbook.The instructor will notice that special information sections appear periodically in the body of the outline.This material is highlighted in text boxes throughout the text.The purpose of the boxes is to indicate to the instructor where key material appears in the book,and to offer suggestions for the proper use of the various teaching aids.These blocks contain the following items of information:Key Terms,Figures,Tables,Linking the Concepts,Marketing at Work,Chapter Objectives,and the end-of-chapter material,including Discussion Questions,Critical Thinking Exercises,Marketing by the Numbers,Marketing Technology,and Marketing Ethics.Discussion Questions and Critical Thinking Exercises Beginning the coverage of the End of Chapter Material,the Discussion Questions and Critical Thinking Exercises appear in this section.The questions appear in the textbook(so assignments can be made from textbook chapters);however,comments and answers to the questions only appear in the Instructors Manual.Note that proper placement of the Discussion Questions and Critical Thinking Exercises is up to the instructor,although placement suggestions do appear in the Chapter Outline section.Online,Mobile,and Social Media Marketing Under the Minicases and Applications heading of the Instructors Manual,the Online,Mobile,and Social Media Marketing section is intended to give the students a greater understanding of how technology has impacted companies in their marketing efforts.Suggested answers to the EOC questions in the textbook are also offered in the Instructors Manual.Marketing Ethics Much has been noted in the press about the failure of corporate ethics as it relates to accounting and executive compensation.Yet marketing has always been questioned about its ethics,and there have been several consumer movements as a result.Therefore,Marketing Ethics was developed to enable students to think through the various issues that frequently come up in making marketing decisions.These questions will force the students to think like marketing managers in order to tackle some of the tough issues facing companies today.iii Marketing by the Numbers These exercises let students apply analytical and financial thinking to relevant chapter concepts.Video Case Notes This section contains teaching notes to accompany the video cases found in the appendix of the textbook,consisting of an Executive Summary,Questions,and Teaching Ideas for each case.Please contact your Pearson sales representative for access to the DVD containing the video segments noted.Company Case Notes This section of the Instructors Manual offers a case synopsis,teaching objectives,answers to discussion questions,and suggestions on how to teach the case.It also indicates additional cases that may be applicable to the chapter.Great Ideas This section provides additional information to aid in the instructors development of the material for presentation to class.Barriers to Effective Learning This section has been developed to aid the instructor in understanding which of the concepts or activities contained in the textbook chapters may be difficult learning assignments for the average student.By reviewing this section,the instructor may be able to direct preparation toward those topics that are perceived as being more difficult.In addition,this section provides suggestions for dealing with difficult learning concepts.Student Projects Three to five additional projects are listed for effective student learning.These can be done individually or in groups,and can be done in class or as homework assignments.These projects could also provide a rich source of extra credit projects,if desired.Classroom Exercise/Homework Assignment This is an additional assignment to help relate the textbook material to real-world situations.As the majority of these projects depend on access to the Internet,they can be assigned as homework when there is no network connection in the classroom.Classroom Management Strategies This section provides a timetable for individual chapter lectures.The timetables are based on a 60-minute class;you will need to increase or decrease the amount of time for each section of the chapter to account for shorter or longer class periods.The time table provided normally has from four to six sections(time segments are suggested)which give guidance to the instructor on what topics to cover,how to coordinate these topics with text features(i.e.,Figures,Tables,Marketing at Work and other material as appropriate)and in-class discussions.Professors on the Go iv This last section is designed with the busy professor in mind.It serves to bring key material upfront in the manual,where an instructor who is short on time can take a quick look and find key concepts,activities,and exercises that he/she can incorporate into the lecture,without having to page through all the material provided for each chapter.