Question 1

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

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Question 2

Illustrate the differences between a reactive market orientation and a proactive marketing orientation.Give an example of a company that uses a proactive marketing orientation

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Question 3

Arthur Jones has decided to build his manufacturing business (lawn mowers)around the production concept.If this approach is taken,what will be Mr.Jones' primary areas of concentration as he builds his business?

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Question 4

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 5

The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network.What would be the parts of a marketing network for a motorcycle company such as Harley-Davidson?

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Question 6

You have been given the assignment of justifying cause-related marketing to your board of directors.What would be your primary argument in favor of such a proposal?

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Question 7

According to information provided in the chapter,McDonald's has been involved in a variety of corporate social initiatives.Give an example of how McDonald's might initiate cause-related marketing,and define what cause-related marketing is.

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Question 8

Your firm is in the process of moving from focusing on a financial scorecard as the basis for running and evaluating your 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 9

Linda Evans has been given the task of developing the product portion of her company's marketing mix.List the components that will likely be included in this element of the marketing mix.

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Question 10

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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Quiz 1: Defining Marketing for the 21st Century