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13 May, 2016 - 13:23
  • How would you have defined marketing before you read this chapter? How does that definition differ from the definition provided?
  • Can you think of another organization that demonstrates the propositions of marketing as well as L.L. Bean? Provide a similar discussion using that organization.
  • What are the factors to consider in maintaining consumer contact? Community contact?
  • Why is it so important to understand your competition? Company functions?
  • Contrast macro- and micromarketing. Contrast services and goods marketing.
  • Demonstrate how the corporate mission can directly influence marketing.
  • What is the difference between the internal and external environment? Provide five examples of each.2
  • What is a competitive advantage? How does marketing contribute to the creation of a competitive advantage?
  • Discuss the reasons for studying marketing.
  • Give examples of how marketing communication differs from personal communication.