hat does it mean to say that “marketing is an attitude” that is pervasive throughout the
organization?
Correct
Answer:
Besides the marketing department that creates brochures, develops advertising
messages, organizes promotional events, and similar activities, any employee of
an organization who “either has or could have contact with customers” is
actually in a marketing job. Any person who can potentially win or lose
customers is part of marketing.
Describe the traditional version of the value chain.
Correct
Answer:
It dictates that the company starts with its core competencies and assets to decide
what products to make or services to sell. This then dictates the selection of
inputs and raw materials that are then made into a product and sold through
channels to the end customer.
Discuss Gary Hamel and C.K. Prahalad’s ideas on creating opportunities for a company.
Correct
Answer:
products developed based on needs that they can clearly articulate in focus groups
and surveys. Their point is that most of the good opportunities for a company to
develop significant new growth are in the other three quadrants, with two-thirds
of them in areas that customers cannot conceptualize very well and that are open
Define the “marketing concept.”
products and services that meet those needs.
Name three reasons why marketing is a challenge within organizations.
marketing manager cannot be successful without spending a considerable
amount of time talking to customers.
