Reference no: EM132732375

Question 1: How and why has the definition of Marketing by the American Marketing Association been expanded here? Comment on the complexity of marketing and some of the factors that are important.

Question 2: The starting point for the marketer is the organization itself; how is that paradoxical? In order to get ready for a marketing orientation, the organization needs to address what dimensions? Are marketing and corporate strategy striving for the same goals? How must these work together to obtain a clear objective?

Question 3: What were the inherent limitations of traditional marketing thought? How were they addressed in the evolution of the modern marketing concept? What crucial new perspectives did marketers have as compared to economists? How has technology influenced this change in thought?

Question 4: What are the elements of the marketing mix? Into what four categories are they traditionally grouped? Can these categories be further subdivided? What are their limitations? In today's marketing there is interplay in politics, what is its significance in the marketing mix?

Question 5: Explain marketing orientation. What are the seven common elements that exists in marketing-orientated companies? What is the key difference between selling and marketing approaches?

Question 6: ‘Customers don't buy products; they seek to acquire benefits.' What is the reasoning behind this statement and what are its pitfalls? What are the tangible and intangible qualities of products? Name some.

Question 7: Does the applicability of marketing differ for service companies? What are the four reasons why some service sector managers have shunned marketing? Evaluate which of these are viable reasons?

Question 8: Does marketing exists solely to increase profit? If this is the case, then marketing in non-profit organizations can be said to be useless. Discuss.