Marketing Strategy,8th Edition O. C. Ferrell Michael Hartline Instructor Manual

Marketing Strategy

(Instructor Manual)

Marketing Strategy,8th Edition O. C. Ferrell Michael Hartline Instructor Manual

Edition:8th Edition

Author Name:O. C. Ferrell Michael Hartline

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Chapter Outline

In the outline below, each element includes references (in parentheses) to related content.  “CH.##” refers to the chapter objective; “PPT Slide #” refers to the slide number in the PowerPoint deck for this chapter (provided in the PowerPoints section of the Instructor Resource Center); and, as applicable for each discipline, accreditation or certification standards (“BL 1.3.3”). Introduce the chapter and use the Ice Breaker in the PPT if desired, and if one is provided for this chapter. Review learning objectives for Chapter 4. (PPT Slides 1-3).

1. Introduction (PPT Slide 4)
   1. Changes in marketing are dynamic and fast-paced
      1. Require companies to think outside the box to anticipate disruptions and new technology-enabled competition
   2. Organizations require effective planning and sound marketing strategy
   3. Technology disruptions include:
      1. Blockchain
      2. Omnichannel technologies

• Consumer-centric technology

1. Streaming entertainment

1. The Challenges and Opportunities of Marketing in Today’s Economy (PPT Slide 11)
   1. Power shift to customers
      1. Comparison shopping and broader purchase options
      2. Creates price match pressure on retailers

• Companies are striving to:
  1. Regain power
  2. Focus on unique customer experiences
  3. Understand how macro factors (e.g., weather) affect buyers
  4. Greater anticipation and forecasting of customer needs

1. Changes in products and selection
   1. Free shipping
   2. Competition has exploded

• Vast information on products

1. Displaced product lines
2. Transaction efficiency
3. Disrupted industries

1. Audience and media fragmentation
   1. Broadcast TV and streaming have created mass channels and uncertain targeting
   2. Radio has been declining

• We’re fragmented
  1. We multi-task
  2. We use multiple media