Strategic Marketing and Marketing Plan Sales orientation | http://www.learnmarketing.net/orientations.htm | Market orientation | http://www.learnmarketing.net/orientations.htm | Marketing Myopia | http://encyclopedia.farlex.com/Marketing+myopiahttp://incite1.blogspot.com/2004/08/marketing-myopia.htmlhttp://www.dallascap.com/pdfs/MarketingMyopia.pdfFor lots of in-depth examples |
Flat World E-Text
Read Chapter 1

Print These Pages from the WGU E-Reserves Library

* Four Eras in the History of Marketing (Contemporary Marketing, pg. 8-11) * Avoiding Marketing Myopia (Contemporary Marketing, pg. 13) * Table 1.2 Avoiding Marketing Myopia (Contemporary Marketing, pg. 13) * Elements of Relationship Marketing (Contemporary Marketing, pg. 312
Review these Websites: 1. Marketing: Historical Perspectives (http://www.enotes.com/business-finance-encyclopedia/marketing-historical-perspectives) 2. Marketing Myopia (http://coolrulespronto.wordpress.com/2008/12/17/marketing-myopia/)
Answer These Questions Thoroughly 1. What are the four components of the marketing mix? 2. What kinds of decisions does Product strategy include? 3. What kinds of decisions does Price strategy include? 4. What kinds of decisions does Place strategy include? 5. What kinds of decisions does Promotion strategy include? 6. Describe each of the four eras (or orientations) in the history of marketing: 1) production era, 2) sales era, 3) marketing era, 4) relationship era. 7. What company attitude characterizes each of the eras? 8. What is marketing myopia? Provide three examples.
Flat World Readings: Chapter 2
Print These Pages from the WGU E-Reserves * Environmental Scanning (Contemporary Marketing, pg. 61) * Technological Environment (Contemporary Marketing, pg. 75) * Table 3.1 Elements of the marketing mix within the