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ASSIGNMENTS FOR MARKETING PRINCIPLES

Assignment #1 – An Introduction to Marketing

Read chapter 1. Be prepared to answer the following questions if called on.

1. What is marketing? 2. What is a market? 3. Define the terms ultimate consumers and organizational buyers. Give examples of each. 4. What is a target market? Why do most organizations focus on satisfying the needs of one or more subgroups of a market rather than the entire market? 5. What are the four controllable marketing mix factors that make up the organization’s marketing program? 6. What are uncontrollable environmental factors? 7. Identify and describe the four distinct stages or eras of the market orientation. 8. Is marketing good or bad for a society. Support your answer. Find an article that supports your argument and attach a copy. Be prepared to discuss your article in class. Consider a society with no marketing.

Assignment #2 – Strategic Planning and the Strategic Marketing Process

Read chapter 2. Be prepared to answer the following questions if called on.

1. What is strategic planning and why is it important? 2. Identify and define the three organizational levels. 3. What is a mission statement? 4. What are organizational objectives (goals)? Give some examples of different types of objectives (goals) organizations might pursue. 5. What are organizational strategies? 6. What is business portfolio analysis? Draw an example of a growth-share matrix. Label the axis. Identify and describe the four quadrants of the matrix. How might strategic decisions differ depending on the SBU’s placement in the matrix? 7. Define the strategic marketing process. How does it differ from strategic planning? 8. What are the three main phases of the strategic marketing process? Briefly describe the purpose of each phase. 9. What is a

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