Question 1

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 2

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 3

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 4

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 5

According to Starbucks Chairman Howard Schultz, "Consumers now commonly engage in a cultural audit of [product and service] providers. People want to know your value and ethics demonstrated by how you treat employees, the community in which you operate." Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.

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Question 6

Discuss the concept of disintermediation and provide an example.

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Question 7

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 8

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 9

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 10

Marketers should be skilled in stimulating demand for a company's products. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. Marketing managers seek to influence the level, timing, and composition of demand to meet the organization's objectives. List and briefly characterize the eight different demand states.

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Question 11

Arthur Jones has decided to start a business. He wants to manufacture lawn mowers and believes in 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 12

Marketers are involved in marketing 10 types of entities. List and briefly characterize these entities.

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Question 13

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

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Question 14

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 15

Distinguish between the concepts of value and satisfaction.

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Question 16

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 17

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 18

Discuss the eight demand states with respect to bifocal lenses for glasses.

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Question 19

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

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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 21st Century