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Prepared By:

Mr. A. R. Arya

Faculty, Management Studies,

C. U. Shah College of Engg. & Tech.

Chapter 1: Defining Marketing for the 21st Century

1. Define “Marketing Management” and explain the product concept and the production

concept.

2. Marketing people are involved in marketing 10 types of entities. List and briefly

characterize those entities with suitable example.

3. Discuss the different between the selling concept and marketing concept.

4. Marketers are skilled in stimulating demand for a company’s products, but this is too

limited a view of the tasks they perform. 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 demand states

described in the text.

5. Identify and define the four Ps and the corresponding consumer-oriented SIVA

dimensions.

6. 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.

7. 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.

8. The marketplace isn’t what it used to be. List and briefly discuss what new behaviors,

new opportunities, and new challenges await the marketer in the 21st century.

9. Explain needs, wants, and demand.

10. Distinguish between the concepts of value and satisfaction.

_____________________________________________________________________________________________

Prepared By:

Mr. A. R. Arya

Faculty, Management Studies,

C. U. Shah College of Engg. & Tech.

Chapter 2: Developing Marketing Strategies and Plans

1. Briefly summarize the two views of the value delivery process that may be followed by

organizations seeking to gain business from consumers.

2. The firm’s success depends not only on how well each department performs its work, but

also on how well the various departmental activities are coordinated to conduct core business

processes. List and briefly describe the five core business processes outlined in the text.

3. A holistic marketing orientation can provide insight into the process of capturing customer

value and is designed to address three key management questions. Describe and illustrate

each of these key management questions.

4. Indicate the differences and similarities between the following terms: marketing plan,

strategic marketing plan, and tactical marketing plan.

5. Good mission statements are essential to being a success in business. Describe the three

major characteristics that good mission statements should have.

6. During the planning process, if there is a gap between future desired sales and projected

sales, corporate management will need to develop or acquire new businesses to fill it.

Identify and describe the three strategies that can be used to fill the strategic gap.

7. Identify and give examples of the four major categories of strategic alliances.

8. Briefly summarize the contents of a marketing plan.

9. Explain what happens in a SWOT analysis during the strategic planning process.

10. Explain Michael Porter’s generic strategies. Which of Porter’s generic strategies would be

most appropriate for an organization that concentrates on achieving superior performance in

an important customer benefit area valued by a large part of the market?