University of Southern California
Marshall School of Business
Lars Perner, Ph.D., Instructor
STUDY GUIDE FOR
Charles W. Lamb, Joseph F. Hair, and Carl McDaniel (2009),
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
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.
“An Overview of Marketing”
What does the idea of “market orientation” entail, and what are its implications?
What are some characteristics of firms “interested in customer value?” (p. 7)
Within the context of customer satisfaction, what did the study on customer attrition
show? (p. 7)
What does the strategy of “relationship management” involve? (pp. 7-8)
Within the context of personnel and customer satisfaction, what does the idea of
“empowerment” involve? (pp. 8-9)
“Strategic Planning for Competitive Advantage”
What are reasons for writing a marketing plan?
What does “marketing myopia” involve, and what are its implications?
What is a SWOT analysis, what is involved, and how is it used?
What does a “competitive advantage” involve?
Within the context of cost as a competitive advantage, what are some ways in which
costs can be reduced?
You will not be asked to list all the factors, but
you should understand what each one involves.
What does a “sustainable” competitive advantage involve? (p. 21)