1-1 Define marketing and outline the steps in the marketing process.

(AACSB: Communication)

1-2 What is a market offering? Give a recent example of a market offering that has satisfied your need
or want.

(AASCB: Communication; Reflective Thinking)

1-3 Describe the key elements of a customer-driven marketing strategy and discuss the marketing
management orientations that guide marketing strategy.

1-4 Discuss the concept of customer satisfaction. How do customer relationship management and
customer’s perceived value affect customer satisfaction?

1-5 Explain the growing importance of digital and social media marketing.

2-1 Define strategic planning and briefly describe the four steps that lead managers and the firm
through the strategic planning process. Discuss the role marketing plays in this process.

2-2 Name and define the four product/market growth strategies in the product/market expansion grid.
Provide an example of a company implementing each strategy.

2-3 Describe the differences between a value chain and a value delivery network.

2-4 Discuss the elements of the integrated marketing mix. Explain how marketers use these tools to
position products and services.

2-5 Why must marketers practice marketing control, and how is it done? (AACSB: Communication

3-1 Name and describe the types of publics in a company’s marketing environment.

3-2 What are marketing intermediaries, and are they important for marketers?

3-3 Describe Generation Z. What differentiates GenZers from other demographic groups, such as baby
boomers, Generation X, and millennials?

3-4 Discuss the impact of the changing age structure of the population on consumer spending and
buying behavior. Why is this trend important to marketers?

3-5 Why should marketers pay close attention to the cultural environment? (AACSB: Communication)

What is big data, and what opportunities and challenges does it provide for marketers?

Explain how marketing intelligence differs from marketing research. Which is more valuable to a
company? Why?
What is customer relationship management (CRM)? How are firms integrating this information into their
marketing and general business practices? Provide an example of CRM in a firm.

Marketers make heavy use of both primary and secondary data. What is primary data? What is
secondary data?

What are possible benefits or drawbacks of using each of these data types?

What are the similarities and differences when conducting research in another country versus the
domestic market? What research strategies might a company use to address the differences in various
markets?

10-1 Why is finding and implementing the right pricing strategy

critical to a company’s success?

10-2 Name and describe the two types of value-based pricing

methods.

10-3 What is cost-based pricing? How do companies use

fixed and variable costs in cost-based pricing models?

10-4 Explain the price-demand relationship. What factors must

sellers consider when setting prices in different types of

markets?

10-5 Define price elasticity and discuss why it is important

for marketers to understand this concept.

12-1 Compare and contrast upstream and downstream partners in a company’s supply chain. Explain
why value delivery network might be a better term to use than supply chain.

12-2 Discuss direct marketing channels and indirect marketing channels. Provide examples of each type
of marketing channel.

12-3 What channel design decisions do manufacturers face for maximum effectiveness?

12-4 Name and describe the three strategies available when determining the number of marketing
intermediaries.

12-5 List and briefly describe the major logistics functions. Provide an example of a decision a logistics
manager would make for each major function.