Text_Study_Guide--Sp09 - University of Southern California...

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University of Southern California Marshall School of Business BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2009 STUDY GUIDE FOR TEXTBOOK MATERIAL Charles W. Lamb, Joseph F. Hair, and Carl McDaniel (2009), MKTG 2.0 (2008-09 Edition), Thompson South-Western, ISBN-10: 0324659806; ISBN-13: 978-0324659801 . The study questions below address issues from the text that you should know for the exams even if these are not discussed extensively in class. You may find other textbook material useful in “reinforcing” material covered in class. One copy of the text is on reserve in the Crocker Library and is available for in-library use for up to two hours on a first-come, first-served basis. It is not realistic to expect that this copy will be available close to exam time! A separate study checklist for classroom material will be made available as we get closer to each exam. In terms of textbook material, unless otherwise announced: Exam I covers chapters 1-3. Exam II covers chapters 1-6. The final covers chapters 6-10, 12, 14, 15, 17, and 18. Chapter 1: “An Overview of Marketing” 1. What does the idea of “market orientation” entail, and what are its implications? (pp. 5-6) 2. What are some characteristics of firms “interested in customer value?” (p. 7) 3. Within the context of customer satisfaction, what did the study on customer attrition show? (p. 7) 4. What does the strategy of “relationship management” involve? (pp. 7-8) 5. Within the context of personnel and customer satisfaction, what does the idea of “empowerment” involve? (pp. 8-9) Chapter 2: “Strategic Planning for Competitive Advantage” 1. What are reasons for writing a marketing plan? (p. 16) 2. What does “marketing myopia” involve, and what are its implications? (p. 17) 3. What is a SWOT analysis, what is involved, and how is it used? 4. What does a “competitive advantage” involve? (p. 19) 5. Within the context of cost as a competitive advantage, what are some ways in which costs can be reduced? (pp. 19-20). You will not be asked to list all the factors, but you should understand what each one involves. 6. What does a “sustainable” competitive advantage involve? (p. 21)
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2 7. What are the four listed strategic alternatives for discovering marketing opportunities? What does each one involve? (p. 22) 8. What does a marketing opportunity analysis (MOA) involve? (pp. 23-24) 9. What do evaluation , control , and the marketing audit involve? (p. 26) 10. What are some characteristics of a marketing audit? (pp. 26-27) Chapter 3: “Social Responsibility, Ethics, and the Marketing Environment” 1. What does the idea of sustainability involve? (p. 29) 2. What does the Pyramid of Corporate Social Responsibility involve? (pp. 29-30) 3.
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This note was uploaded on 04/06/2009 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.

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Text_Study_Guide--Sp09 - University of Southern California...

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