{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Text_Study_Guide--Sp09

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

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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)
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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.
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern