Index
Question 1a Applied General Marketing Theory 2
I. What are three alternative definitions of marketing? 2
II. Which one do you think is best? Why? 2
III. Identify companies that “best represent” each of the different definitions. 2
Question 1b Entrepreneurial Marketing Plan 2
Question 1b Entrepreneurial Marketing Plan 3
I. What is your ventures proposed: 3
Vision – Mission – Objectives/Goals 3
II. What are ten interesting things that you can learn from other companies in your industry? 3
III. What five ways your new company will be unique? 3
Question 1c Applied General Marketing Theory 4
I. What is the marketing concept? 4
II. How does it differ from the societal marketing or production concept? 4
III. Provide examples (either historical or current) of companies that practice/have practiced each of these approaches. 5
Question 1d Applied General Marketing Theory 6
I. Select a company that you think has a high level of customer satisfaction. What steps has the company taken to create this customer delight? 6
II. What overall marketing suggestions can you offer to make the company’s marketing approach even more effective? 6
Question 4b Applied General Marketing Theory 7
I. Explain the difference between B2B and B2C marketing of products and services. 7
II. Do these same differences apply to companies that are in the service business? 8
III. Find the B2B and B2C companies with the highest brand equity. Two potential sources are Interbrand and BusinessWeek who both publish yearly valuations. 8
Question 4c Applied General Marketing Theory 9
I. Explain how and why international marketing differs from domestic marketing? 9
II. Give an example of a company that is very good ...