Individual Assignment 1
Essence of My Customer
As a Program Manager, I conducted a strategic conversation with a Boeing Program Manager with whom
I have worked in the past. She has worked for Boeing for over ten years in varying capacities. With
organizations departments, manages the relationships with stakeholders, and assesses the
marketing environment within which the organization operates.
1-30 THE ORGANIZATION AND ITS DEPARTMENTS
In Figure 1-2 above, B represents a firms partne
Rationale: More than half of all new businesses fail within five years of their launch, showing
Mark Zuckerbergs TheFacebook.com website was far, far better than average.
1-11 WHAT IS MARKETING?
Rationale: The organization doing the marketing and the stakeholders affectedsuch as
customers, employees, suppliers, and shareholdersand society should all benefit.
CHAPTER 1: MASTER TEST BANK
CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
MULTIPLE CHOICE QUESTIONS
1-1 CHAPTER OPENER: 3M
While working at 3M, David Windorski and his team observed and questioned students about
how they read t
c. Although the Lexus is a great car, there may be other cars with better gas mileage and resale
d. Hes afraid that if someone at school sees him with the car, he might lose his student loan.
e. His girlfriend wants him to drive a Kia Soul.
1-100 MARKETING MIX: PROMOTION
The element of the marketing mix that describes a means of communication between the seller
and buyer is known as
a. a product.
c. the price.
d. the place or distribution.
1-52 REQUIREMENTS FOR MARKETING TO OCCUR
A farmhand would like to buy a moped scooter to commute to his job at a nearby ranch. He
doesnt know how to find a dealer though, and doesnt have Internet access. Which of the
following reasons explain
Rationale: Key term definitionmarket.
All markets ultimately are composed of _.
1-119 ENVIRONMENTAL FORCES: REGULATORY
Pending federal legislation will require all online retailers to collect state sales taxes from
customers. This would affect online sellers such as Virtual Vineyards, which now only collects
state sales t
Rationale: Key term definitionmarketing.
1-14 WHAT IS MARKETING?
All of the following are true about marketing EXCEPT:
a. Marketing is a broader activity than advertising.
b. Marketing stre
1-41 REQUIREMENTS FOR MARKETING TO OCCUR
Four factors are required for marketing to occur: (1) _; (2) a desire and ability of
parties to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange.
a. a healthy comp
Whether an individual is buying for personal or household use, or an organization is buying for
its own use or for resale, the individual or organization would be considered
a. a prospective customer.
b. the primary marketing decision maker.
c. a potentia
Rationale: Figure 1-2 in the textbook shows the key people, groups, and forces outside the
organization that influence its marketing activities. The marketing department is responsible for
facilitating relationships, partnerships, and alliances with the o
The American Red Cross created a series of advertisements to encourage people to donate blood.
After viewing an ad, Amanda went to the local Red Cross office and donated a pint of her blood.
Amanda returned home feeling happy that she had performed a good
Conversations and Value
After a Strategic Conversation: Some Questions
Do we have a reasonably clear picture of this persons
Did we discuss their situation in depth, or focus on
Welcome to Sales: The Arena of Fear and
No one seems to be fearful or contemptuous of pricing,
advertising, distribution or other elements of the marketing mix.
But, when it comes to sales:
and the Existing
A Simplified Approach to Distribution
Monitor the Environment for External
Objectives of this Module
This module is not focused on a single topic, but is intended to
pull together a set of diverse topics that comprise the context for
your careers in business.
Some Tips on Using External Professional
Services (Especially Management Consultants)
If you and your organization face a challenge that you are not
able to resolve and decide to bring in consultant
Some Internal Issues:
What Do These People Have In Common?
Arthur Blank and
What Do These People Have In Common?
What Do These People Have In
A Review of the
In getting things right, a company must consider a number of
First of all, the offer (product or service) must be competitive.
No matter how imaginative and reso
Channel Strategy in an
Era of Powerful
Customers: Other Cases
STIHL Takes Another Path
Why is the worlds number one selling brand of chain saw not
sold at Lowes or The Home Depot?
STIHL Bets on a Segment Seeking these
Preview of the Commercials
The context for viewing the commercials: 1999-2000 FedEx
Grasping the elegant and powerful simplicity of a great value
Lets watch the
Marketings Role in Large B2B
A Conversation with Alisa Norris,
Chief Marketing Officer, R. R.
Donnelley & Sons
Strategy and Branding
Solutions and Product Marketing
Channel Strategy in an
of Powerful Customers:
The SMP Case
Standard Motor Products Case
You drive a 2009 model automobile, which is out of warranty, and
you are having trouble starting it in the mornings.
Your have replaced t
Can Field Sales/Stores Survive vs. Internet
For this assignment, select a situation where a customer may
choose between a face-to-face option and an internet
transaction. For example, havin
Be Market Savvy
It is Tough Out There: So Be Market
Schumpeters notion of creative destruction is alive and well
even great companies are subject to erosion.
Bethlehem Steel, Compaq, DEC, Firestone, Net
The RIM/BlackBerry Case
In 2009, Research in Motion, maker of the BlackBerry, was one
of the most acclaimed technology companies in the world with
a market share of some 45%. By 2013, i
Before You Watch the Video
It is important to know that the commercial door division was
Senior management was seriously considering spinning it off.
Management asked for a chance to fix