Creating a Methodolgy

In: Business and Management

Submitted By bm4031
Words 9396
Pages 38
Chapter 1
An Overview of Strategic Marketing

1. Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each. AACSB: Reflective Thinking CBE: Model Marketing Plan Difficulty level: Moderate Page: 5-8 Type: Application

2. Describe several activities encompassed by the distribution variable. AACSB: Reflective Thinking CBE: Model Distribution Difficulty level: Moderate Page: 8 Type: Knowledge

3. Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships. AACSB: Analytic CBE: Model Strategy Difficulty level: Easy Page: 9 Type: Knowledge

4. What is meant by the term relationship marketing? How does relationship marketing affect the customer? AACSB: Reflective Thinking CBE: Model Customer Difficulty level: Easy Page: 14 Type: Knowledge

5. What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange relationships? AACSB: Analytic CBE: Model Strategy Difficulty level: Moderate Page: 9-10 Type: Knowledge

6. What is meant by the term marketing concept, and what departments of a company does it affect? AACSB: Reflective Thinking CBE: Model Marketing Plan Difficulty level: Easy Page: 11 Type: Knowledge

7. What does it mean for a company to be marketing-oriented? What are the most important factors involved in being marketing-oriented? AACSB: Reflective Thinking CBE: Model Marketing Plan, Model Customer Difficulty level: Moderate Page: 13 Type: Knowledge

8. Define…...

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