Question 1

What is the purpose of the threats and opportunities analysis section in a marketing plan?

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Question 2

Briefly discuss how marketers measure return on marketing investment,explaining why this figure can be difficult to assess.

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Question 3

Define marketing planning.Briefly outline the major steps in a marketing plan.

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Question 4

Marketing departments are organized in several ways.Discuss the most common forms of marketing organizations.

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Question 5

Why are many marketers today using customer-centred measures of marketing ROI?

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Question 6

What is meant by a "marketing dashboard"?

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Question 7

What is the role of a company's chief marketing officer (CMO)?

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Question 8

Explain why,according to the authors of your text,the four Ps concept of the marketing mix takes a seller's view of the market,not a buyer's view.How should marketers consider the buyer's view?

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Question 9

Why is marketing analysis such an important part of marketing management?

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Quiz 2: Company and Marketing Strategy: Partnering to Build Customer Relationships