Question 1

Discuss how companies can use the Internet to build their brands.Give an example of a company that has done so.

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Question 2

William Boon owns an extremely profitable sea-side resort.In order to increase his resort's brand value,Burns is considering cause-marketing.Give a few examples of how he may achieve this goal.

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Question 3

Carmaker,Kia,knows that to reach its target markets three kinds of marketing channels may be used.What are these three marketing channels and how might Kia use each of them?

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Question 4

Discuss the eight demand states with respect to bifocal lenses (eyeglasses with two distinct optical powers;having one section that corrects for distant vision and another that corrects for near vision)for glasses.

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Question 5

The marketplace isn't what it used to be.List and briefly discuss the new behaviors,opportunities,and challenges that await the marketer in the 21st century.

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Question 6

Discuss the concept of disintermediation and provide an example.

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Question 7

Distinguish between the concepts of value and satisfaction.

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Question 8

New terms are now being used to describe where marketing is done.Using the automobile market,describe automotive buying behavior for a: (1)marketplace, (2)marketspace,and (3)metamarket.

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Question 9

Define internal marketing and its role in the company.Outline how various departments within the company can demonstrate a customer focus.

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Question 10

Your firm is in the process of moving from focusing on a financial scorecard as the basis for running and evaluating the organization to a marketing scorecard approach.What is a marketing scorecard approach and what might be some of its components?

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Question 11

Increasingly,a key goal of marketing is to develop deep,enduring relationships with all entities that directly or indirectly affect the success of the firm.Discuss the merits of relationship marketing.From your experience as a consumer,describe the relationship marketing efforts undertaken by a company of your choice.

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Question 12

The Internet has given today's companies a new set of capabilities.Among those capabilities is the ability to operate a new information channel.Describe how information can be used by the marketer in this new channel.

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Question 13

Arthur Tan has decided to start a business.He wants to manufacture vacuum cleaners and believes in the production concept.If this approach is taken,what will be Mr.Tan's primary areas of concentration as he builds his business?

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Question 14

Consumers often have many needs that are not readily obvious.Just observing their behavior inside a retail store is not enough to get a true understanding of their "needs." List and briefly describe the five types of needs that most consumers have.

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Question 15

The competing concepts under which organizations have conducted marketing activities include: the production concept,product concept,selling concept,marketing concept,and holistic marketing concept.Evaluate the advantages and disadvantages of each concept.Which concept do you believe is the most effective? Why?

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Question 16

According to Starbucks Chairman Howard Schultz,"We see a fundamental change in the way consumers buy their products and services … Consumers now commonly engage in a cultural audit of providers.People want to know your value and ethics demonstrated by how you treat employees,the community in which you operate.The implication for marketers is to strike the balance between profitability and social consciousness and sensitivity … It is not a program or a quarterly promotion,but rather a way of life.You have to integrate this level of social responsibility into your operation."
Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.

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Question 17

The digital revolution has placed a whole new set of capabilities in the hands of consumers and businesses.Describe the advantages that you as a consumer have today that your parents or grandparents didn't have.

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Question 18

Identify and define the traditional four Ps.Also identify the new four Ps and the reason for developing the new interpretation.

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Question 19

What would be the marketing network elements for a motorcycle company such as Harley-Davidson?

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Question 20

Assume that you have been given the task of assisting a company in designing its marketing planning process.What components should be in such a process?

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Quiz 1: Defining Marketing for the New Realities