Marketing

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 the term value, and explain how people determine a product's value.

AACSB:  Communication...