Lecturer resources to accompany Fundamentals of Marketing:
• PowerPoint slides
• Test bank
• Essay questions
• Tutorial activities
• Marketing Resource Bank
• Pointers on answering discussion questions
• Figures and tables from the book in electronic format
• VLE content
• Case Insight videos (also available to students)
• Library of video links (also available to students)
• Worksheets (also available to students)
Resources for Fundamentals of Marketing Lecturer Resources
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Baines, Fill, Rosengren, & Antonetti
Student resources to accompany Fundamentals of Marketing:
• Case Insight videos
• Library of video links
• Author audio podcasts
• Multiple choice questions
• Flashcard glossaries
• Employability guidance and marketing careers insights
• Internet activities
• Research insights
• Web links
Baines, Fill, Rosengren, & Antonetti
Student resources to accompany Fundamentals of Marketing:
• Case Insight videos
• Library of video links
Case Insight 1.1: Aldoraq Water
We speak to Abdurahman Almaimani, General Manager of Aldoraq Water, to find out more about how the company seeks to compete with well-known international brands.
Aldoraq, headquartered in Madinah, Saudi Arabia, distributes its natural mineral water products throughout the Kingdom, and particularly in Madinah, Makkah, and Yanbu. It is one of the biggest factories in the Middle East and a member of one of the oldest and largest family-owned businesses in Saudi Arabia.
These resources are websites describing and showcasing Insomnia and their activities in building and managing the consumer experience.
This activity introduces students to marketing and encourages students to see themselves as a target market – be it consumers, customers, purchasers, or users.
Case Insight 2.1 – Holdz®
We speak to Managing Director of Holdz®, Steve Goodair, to find out more about how the firm meets its customers’ needs.
Holdz® is a small to medium-sized enterprise specializing in making the polyurethane resin holds that screw onto climbing walls to allow climbers to practise indoors in a safe but natural-looking environment.
This resource is an interactive website highlighting the importance of services provided to different groups of customers.
This activity introduces students to the evolution of the differing elements and frameworks of marketing that help guide practicing marketers in the conduct of marketing activities.
Case Insight 3.1 – MESH Planning
How should organizations measure the effectiveness of all touchpoints in interactions with customers, not just marketing communications? Fiona Blades, CEO of MESH Planning, tells us more about how real-time experience tracking can evaluate communications campaigns across various touchpoints.
MESH Planning is an innovative market research agency based in Camden, London, specializing in understanding people’s experiences to help clients make quicker and smarter marketing and trade investments.
This resource is a series of corporate websites produced by the CIM about the organization and their services, including the development of Professional Marketing Standards for the United Kingdom.
This activity encourages students to be more critical about marketing, specific marketing activities and the impact marketing is and can have on society.
Case Insight 4.1 – 3scale
We speak to Manfred Bortenschlager, API Market Development Director of 3scale, to find out how the company competes in its marketplace.
Steven Willmott and Martin Tantow founded 3scale in 2007, convinced that the world would become web-enabled with APIs (application programming interfaces) as a critical digital infrastructure requirement.
This resource contains a number of interactive websites that comprises resources useful for explaining the concept and theories of perception through optical illusions.
This activity introduces students to two frameworks that help marketing managers to market their goods and services. The activity also links the two frameworks to the wider concept of exchange. This activity is integrated with student worksheet 1.1.
Case Insight 5.1 – Lanson Champagne
We speak to Paul Beavis, Managing Director of Lanson International, to find out more about how the company looks to further develop its presence in international markets, including the UK.
Lanson International currently works in over 30 countries around the world and this has been developed over a number of years, driven by the increase in demand for champagne in the UK, which started over 15 years ago. Generally, they believe a company should look at international markets when its appetite for growth exceeds the current in-market capacity.
This resource is a website that comprises a wide selection of online games with the core aim of improving your memory.
This activity introduces students to the consumer proposition acquisition and encourages them to reflect on their own purchase behaviour through the application of a weekly purchase diary.
Case Insight 6.1 – Aston Martin
We speak to Simon Sproule, Director of Global Marketing and Communications at Aston Martin, to find out how the brand is promoted in China.
The Aston Martin brand, founded in 1913, is synonymous with hand-crafted luxury, peerless beauty, incredible performance, and international motorsport glory.
This resource is a website that comprises an online quiz in which the user can identify their personality type following the answering of 41 questions.
Case Insight 7.1 – Simply Business
We speak to Director of Strategy and Pricing at Simply Business, Philip Williams, to find out more about how the company has developed its pricing strategy.
Simply Business has grown from a team of six in a room near Tower Bridge in London to one of the UK’s largest small to medium-sized enterprises (SME) insurance providers.
This activity introduces students to the concept of motivation in consumer buying behaviour and the application of Maslow’s Hierarchy of Needs theory.
Case Insight 8.1 – The Guardian/BBH
How could an organization realise their objective to not only shift audience perceptions but to also change behaviours? Agathe Guerrier, Strategy Director at the advertising agency Bartle Bogle Hegarty (BBH), tells us about the challenges of transforming perceptions of their client, The Guardian, as dusty left-wing newspaper brand amongst a large potential audience of digitally connected, inquisitive news readers.
BBH is one of the world’s most famous creative advertising agencies, and its success has been founded on its belief in creativity and making its clients’ brands famous. The Guardian is an impartial media organization rooted in the principles of independent journalism, and currently defined by its Open Operating System.
This case study explains the real-time experience tracking of Gatorade in Latin America through participants’ own mobile phones. It also highlights the strategic implications to the company.
Tutorial activity 2.4 encourages students to think about how demographic factors such as social grade and gender affect consumer behaviour, and how marketing plans have to take several factors into account in order to be successful. This activity is integrated with student worksheet 2.1.
Case Insight 9.1 – Budweiser Budvar
How should a heritage brand in the Czech Republic design a campaign to reposition itself against competing foreign brands? Lubos Jahoda, account director at Budweiser Budvar’s advertising agency Kaspan, speaks about the company’s campaign to differentiate its product and enable Czech citizens to make an emotional connection with the brand.
Budweiser Budvar has been brewing beer in the Czech Republic for 750 years.
This resource is a combination of various case studies and videos explaining how the behavioural science approach can be used to give an understanding of the consumer’s mind and how this can be applied to market research.
This activity introduces students the role of the decision making unit in B2B marketing and the differing roles individual can take in this decision making process.
This resource is a video created by Broad-view for their client, IBM, showcasing IBM’s concept of the Smarter Planet, coupling both technological and environmental change in their promotional marketing video. With this comes change both to how we market product offerings and how we engage with/in markets.
This activity introduces students to the purpose and basic functions of marketing research and how marketing research informs marketing decision making.
Case Insight 11.1 – Spotify
We talk to Chug Abramowitz, VP Global Customer Service and Social Media at Spotify, to find out more about the role social media plays and how organizations should incorporate it into their communication campaigns.
Spotify’s dream is to make all the world’s music available instantly to everyone.
This resource is an interactive tool that assists in the creation of a BCG matrix using excel.
This activity introduces students to secondary research and the process of collecting secondary data.
Case Insight 12.1 – Withers Worldwide
We speak to Laura Boyle, Head of EU Marketing and Business Development at Withers Worldwide, to explore how Withers works to improve the quality of its client relationships.
Founded in London in 1896, Withers Worldwide has global revenues of over $200m, 163 partners, employs over 1,000 people, has clients in over 80 countries, and has acted for 42% of the top 100 Sunday Times Rich List and 20% of the top 100 of the Forbes Rich List.
This resource is an information pack designed for students to explain the strategic marketing process at McDonald’s.
This activity introduces students to the process of primary data collection and the use of intercept surveys to collect quantitative data.
This activity introduces students to the use of qualitative research methods and specifically the application of market testing to derive consumer perceptions as to the product attributes.
This resource is a corporate video about delivering innovation at Stagecoach. The resource also links to other videos about Stagecoach’s approach to Greener Smarter Travel.
Tutorial activity 3.5 will help students to understand the first three stages of Baines and Chansarkar’s (2002) Marketing Research process (see Figure 3.5) by asking them to define a marketing research problem, decide on a research plan to solve the problem, and to choose the right method of data collection. This tutorial activity is integrated with student worksheet 3.1.
This resource is a series of advertisements from an integrated campaign developed by Dove to promote their range of products developed and targeted toward men. The range of products is called 'Men+Care' and the core segmentation criteria used is gender.
This activity introduces students to the external environment and the PESTLE framework used to provide guidance for this analysis.
This activity introduces students to the Product Portfolio Analysis and the framework that can be used to guide this analysis, the BCG Matrix.
This activity introduces students to the framework often used to aid strategic development through assessing an organizations current situation, the SWOT analysis.
This resource is an example of an interactive website which provides information on how and why we undertake behavioural targeting online.
This activity introduces students to the Ansoff Matrix and its use to aid the development of an organizations marketing strategy.
This activity introduces students to the differing capabilities of an organization that can improve or diminish its ability to implement and control marketing activities effectively.
This resource is an interactive website which includes a short video demonstrating Dyson’s commitment to research and innovation in its offerings.
Tutorial activity 5.1 provides the students with hands-on experience of using the three stages of market segmentation and positioning: Segmentation, Targeting, and Positioning, known as the STP framework. The example that is used is Dove skincare products which you can find on the Marketing Resource Bank that accompanies this textbook. This tutorial activity is integrated with student worksheet 5.1.
This resource comprises a number of corporate documents about 3M’s branded identity and the strategies, polices, and tools 3M uses to communicate these throughout its organization and partner networks.
This activity focuses on the main segmentation bases that can be used to profile segments of consumer markets and the techniques that might be used to gather information about their consumers.
The resource is an interactive website featuring numerous case studies on the work completed by successful brand agency, 1HQ.
This activity focuses on the process of targeting and effective target market selection. Students will be expected to develop convincing arguments and engage in a class debate about the role, process, and ethical considerations of target market selection.
This resource is an interactive website for P&O Cruises. Users can access an area called ‘Cruise deals’ where the best promotional offers can be found.
This activity focuses on the process of positioning and encourages students to discover their perceptions of brands in the marketplace and how they differ in positioning to competing brands.
This resource is an interactive website wherein the vendor, Tesco, provides consumers with an online price check, where consumers can compare the price of Tesco products with competing offers and claim back vouchers for the difference if their products prove more expensive than their competitors’.
This tutorial activity will give students experience in using the new product development model to discuss and analyzee the stages that product manufacturers go through to introduce new products. Attention will be then drawn to the service development concept.
This activity introduces students to the ways in which product lifecycle is designed to forecast the life stages of a certain product. Product lifecycle theory is based on the premise that products have a limited lifespan - just like people - in that they gestate, are born, grow, mature, and then die. In this tutorial, students will discuss how the product lifecycle model could be adopted in a business to business context.
This resource is a print advertisement and online television channel providing an example of how the AIDA model can be employed to create effective advertisement.
This activity introduces students to the importance of branding for developing customer loyalty and recognition of products. Through class discussion, students will explore different types of brands, the nature of branding, and brand culture, as well as their own responses to branded products.
This resource is a collection of advertisements that are founded on emotional based messages.
This tutorial activity will help students to identify the strategic steps necessary for brand success.
This activity introduces students to the concept of pricing, perceived price, perceived quality and value, and the role consumer perceptions play in product pricing.
This resource comprises an example of the use of remote controlled shopping trollies in-store to attract audience/shoppers attention.
This activity introduces student to the concept of price elasticity, the impact price elasticity can have on an organization’s revenue, and what factors might determine elasticity.
This activity introduces students to the differing approaches to price setting and, more specifically, the factors that can influence competitive-based pricing and customer perceptions of product pricing.
This tutorial activity introduces the students to the decisions that have to be made by marketing managers when setting the price of products. This tutorial activity is integrated with student worksheet 7.1, which takes a simple product – frozen pizzas – and uses this example to help the students understand why there can be such different prices for similar products that fulfil the same basic function. In addition to this, other product types will be suggested to enable you to extend the students’ learning. You may want to ask the students to do some ‘research’ in the period leading up to the tutorial in a supermarket.
This activity introduces students to the nature of communication, the importance of feedback, and the role of perceptions in information transfer.
This activity introduces student to the differing tasks and/or functions of marketing communications, i.e., DRIP tasks, and the execution of marketing communications to achieve these.
This tutorial activity introduces the students to marketing communications. The example that is used is the marketing communications of your university towards prospective students, and the tutorial activity focuses on the way in which opinion leaders and opinion formers may have influenced the students’ decision. The tutorial activity also provides the students with experience in using the DRIP model. Tutorial activity 8.3 is integrated with student worksheet 8.1.
This activity introduces students to the process and stages of communications planning as specific in the Marketing Communications Planning Framework (MCPF).
This activity introduces students to the role and importance of an Integrated Marketing Communications (IMC) Campaign.
This tutorial activity will help the students to apply the five main types of marketing communication tools - advertising, sales promotion, public relations, direct marketing, and personal selling. This tutorial activity will also help the students to apply the six types of media - broadcasting, print media, outdoor, digital media, in-store, and other types of media. Tutorial activity 9.2 is integrated with student worksheet 9.1.
This activity introduces students to direct marketing as a marketing communications technique, and the various forms for direct marketing available.
This activity introduces students to sales promotions and the various types of sales promotions available for effective marketing communications effectiveness.
This activity introduces students to role and importance of personal selling in marketing communications and the FAB selling technique.
This activity introduces students to the concept of ‘Marketing channel’ and the influence the type of product has on delivery.
This activity introduces students to the different types of retailing outlets and the influence of factors such as location, atmospherics, etc. on consumer perceptions.
This activity introduces students to the distribution channel decisions of channel structure and channel intensity when using intermediaries.
This tutorial activity will help the students to understand how managers choose between different types of channel structure, how they select the appropriate channel intermediary, and the advantages and disadvantages of alternative channel structures when deciding what type of retailer to use. Tutorial activity 10.4 is integrated with student worksheet 10.1.
This activity introduces students to the role and importance of search engine marketing and specifically shows differences between search engine optimization and paid per click advertising.
This activity introduces students to the use of social media for the design and delivery of marketing activities.
Tutorial activity 11.3 will help the students to understand how powerful Word of Mouth advertising (WOM) can be as a marketing tool (especially online), how marketers have the possibility of integrating different media to advertise one product or service, and how marketers influence even the students’ behaviour.
This resource is a video interview with John Moyle, managing director of Boswells Department store about the changing nature of retailing and department stores.
This activity introduces students to the number and types of new technologies they are exposed to on a daily and weekly basis, and the changing nature of digital technologies.
This resource comprises a link to a BBC News article on the success of the Rage Against the Machine campaign, including a video interview with campaigner Jon Morter.
Choose this option if your institution uses any other type of assessment software that conforms to the industry standard of QTI XML. The zip file contains an XML file for each chapter of questions.
Choose this option if you have Respondus at your institution and wish to download the test bank into Blackboard, WebCT or another Virtual Learning Environment/Course Management System.
This activity introduces students to the nature and characteristics of services and how they differ to tangible goods.
This resource comprises a collection of viral marketing campaigns developed and executed online to increase brand awareness through electronic 'word of mouth' or viral communications networks.
This activity introduces students to the differing types of service encounters that customers can experience, and the elements that differentiate them.
This resource comprises a link to an online community designed to connect fans and friends of the band Oasis online.
This activity introduces students to the continuum of value exchanges and the key differences between transactional and relational marketing.
This resource is an interactive website for AA members. Members can access numerous promotional offers and information.
This resource is a link to the website of Lufthansa where they showcase all the Ambient Media marketing opportunities which Lufthansa not only use to market their airline services, but also promote to potential partners to use as advertising space to Lufthansa customers.