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?
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
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
Rationale: Key term definitionmarket.
All markets ultimately are composed of _.
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
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: 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
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
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
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
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 B2B
Foundations of the Course
Why do companies fail?
As wasteful as it is, the Federal Government probably destroys more value
each year than company boards and management.
In government, there is a pervasiv
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
Marketings Role in Large B2B
A Conversation with Alisa Norris,
Chief Marketing Officer, R. R.
Donnelley & Sons
Strategy and Branding
Solutions and Product Marketing
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
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
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
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
A Summary of Starship
1. Ideal Channel
2. Existing Channel
3. ManagementBounded Channel
4. Gap Analysis and
5. Optimal Channel
Legal Strategies in a
Some Basic Realities of the Legal
It is an adversarial system: If you are being investigated, the
police and prosecutors are not your friends!
Do not assume you are smarter or more clever:
Zeneca AG Products
Questions About the Case
Why was the management team motivated to change?
What were the key findings from the conversation with the
Why was the topic emotional?
Which segment of the ag
Team Exercise and
Team Exercise Instructions
First, select an industry which has undergone dramatic changes in
channel strategy/structure in the past decade or so
Do not select an industry in which on