ASSIGNMENT 1 QUESTIONS
1.1 Describe the basic ideas underlying the marketing concept? Did this concept emerge in a buyer’s market or a seller’s market? How does the societal marketing orientation take this one step further? Why has this occurred?
1.2 To be successful today companies need an external market- orientated focus. Describe the five key elements in a company’s organizational focus that are needed to be successful today.
1.3 The president of a company has decided to restructure the firm and become more market-oriented. She is going to announce the changes at an upcoming meeting with the management team. What reasons and critical elements should she refer to in convincing the team that this is a good approach?
1.4 Why is it important for marketers and companies to undertake regular environmental scans? Describe the various areas they should be doing scans of.
1.5 Why are marketing managers paying more attention to ethnic dimensions of consumer markets in Canada? What are they doing to be more successful with this changing target market?
1.6 What is Marketing Strategy? How can a company develop a competitive advantage? Briefly describe the key parts of a strategy that you see that would be needed for the successful of the development of a marketing plan for a new energy drink.
1.7 What is Situational Analysis? What can a company [marketer] do to achieve a sustainable competitive advantage [SCA]? If you owned a small sporting goods store in the Interior of BC and you heard a large box sporting goods store [e.g.. Big Bass or Sports Chek] plans to move into your town, what competitive analysis and planning would you do and why?
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