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Chapter 13
Engineers in Marketing and Service Activities
DISCUSSION QUESTIONS
13-1. Q: Outline the detailed tasks that should be happening in the third step of the marketing
process shown in Figure 13-1.
13-2. Q: How has the wide adoption of social media changed the final step in Figure 13-1?
Provide some examples of how you have been engaged as a consumer.
A: In many ways, the development of social media has removed control of the marketing
13-3. Q: What is the role of the engineer in the 4Ps of marketing? How does this change for the
engineering manager?
13-4. Q: Using the example in this chapter, why is it a good idea for someone with an engineering
background to be involved running marketing? Why is it not a good idea?
13-5. Q: How should electronic marketing be used for commercial products (i.e., business to
business sales)? How does this differ for consumer marketing?
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© 2020 Pearson Education, Inc., Hoboken, NJ. All rights reserved. This material is protected under all copyright laws as they currently exist.
No portion of this material may be reproduced, in any form or by any means, without permission in writing from the publisher.
13-6. Q: In what ways are goods-producing and service-producing industries generally different?
13-7. Q: Do some research to explain how big data and mobile devices are changing the ways that
service companies do business.
13-8. Q: Find an application of engineering concepts and techniques to the health services in the
literature and write a summary describing it.
13-9. Q: Discuss how the management functions of planning, organizing, leading, and controlling
relate to the marketing process.