Reference no: EM13734723

1- What is a mission statement? What is a SWOT analysis? What role do these play in the planning process?

2- List and describe the elements of the marketing mix, explain two elements by illustrating examples.

3- Describe the four business growth strategies: Market penetration, Product Development, Market Development and Diversification, provide examples to explain two of the four business growth strategies

4- How is a firm's level of commitment related to its level of control in a foreign market? Describe the four levels of involvement that are options for a firm: exporting, contractual agreements, strategic alliances, and direct investment.

5- When conducting market research to gather important data, what are some advantages and disadvantages of telephone interviews, mail questionnaires, face-to-face interviews, and online interview?

6- What are the steps in the consumer decision-making process? Describe this process by providing examples.

7- What is market-segmentation and why is it an important strategy in today's marketplace?

8- List and explain the major demographic characteristics frequently used in segmenting consumer markets.

9- What is the difference between the core product, the actual product, and the augmented product?

10- Explain the product life cycle concept. What are the stages of the product life cycle?

11- What is a brand? What are the characteristics of a good brand name? How do firms protect their brands? And what are the differences between: a national brand? A store brand? Individual, and family brands?

12- What is a service? What are the important characteristics of services that make them different from goods?

13- What dimensions do consumers use to evaluate service quality? How do marketers measure service quality (Such as SERVQUAL model)?

14- Describe and give examples of some of the following types of pricing objectives: profit, market share, competitive effect, customer satisfaction, and image enhancement.

15- An old friend of yours has been making and selling vitamin-fortified fruit juice and smoothies to acquaintances and friends of friends for some time. She is now thinking about opening a shop on the campus of a University. But she is worried about whether she will have enough customers who want the juice/smoothies to keep a business going. Knowing that you are a marketing student, she has asked you for some advice. What can you tell her about product, price. Promotion, and place (distribution) strategies that will help her get this business off the ground?