1. What consumer wants (or benefits) are met by the following products or services?
a. 3M Post-itR Flag Highlighter
b. Nike running shoes
c. Hertz Rent-A-Car
d. Amazon online shopping
2. Each of the four products, services, or programs in Question 1 has substitutes. Respective examples are (a) A BicTM highlighter, (b) regular tennis shoes, (c) an Uber or Lyft ride, and (d) a department store. What consumer benefits might these substitutes have in each case that some consumers might value more highly than those mentioned I Question 1?
3. A college in a metropolitan area wishes to increase its evening offerings of business related courses such as marketing, accounting, finance, and management. Who are the target market customers (students) for these courses?
4. What environmental forces (uncontrollable variables) must the college in Question 3 consider in designing its marketing program?
5. Compare the advantages and disadvantages of Ben & Jerry’s attempting to expand sales revenues by using (a) a product development strategy or (b) a market development strategy.
6. What is the main result of each of the three phases of the strategic marketing process? (a) planning, (b) implementation, and (c) evaluation.
7. Parts of Tasks 4 and 5 in Figure 2 – 10 are both done concurrently and sequentially.
a. How can this be?
b. How does it help the team members meet the project deadline?
c. What is the main advantage of scheduling tasks concurrently rather than sequentially?
8. The goal-setting step in the planning phase of the strategic marketing process sets quantified objectives for use in the evaluation phase. What does a manager do if measured results fail to meet objectives? Exceed objectives?
