< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; ">
Section I: Important Topics to Be Discussed
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; ">
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; margin-left: 0.25in; text-indent: -0.25in;">
1.
Read the contents of Chapter 1 in the textbook. Chapter 1 of the textbook indicates that companies have changed their perspectives or orientations toward marketplace from production era to societal marketing era. Review key ideas of these company orientations toward the marketplace. In addition, consider key ideas of different schools of marketing thought (see Shaw and Jones (2005) in Marketing Theory).
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; ">
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; margin-left: 0.25in; text-indent: -0.25in;">
2.
Using the textbook information or other materials, consider what the term marketingmeans to you? In order to obtain the definition of marketing, first of all, identify several core marketing concepts that you think, consists of the pillars of marketing. For instance, product is one of core marketing concepts. Then, provide your definition of marketing in your language using those identified core marketing concepts.
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; ">
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; margin-left: 0.25in; text-indent: -0.25in;">
3.
To be successful in the market, marketing managers tend to implement a set of basic marketing tasks, all of which can be summarized as the steps of Strategic Marketing Process. Using the core marketing concepts, identify five major marketing tasks which are usually done by marketers in practice. Identifying these tasks is important since this effort helps students recognize what kinds of marketing tasks marketing managers need to implement to achieve various types of marketing goals.
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; ">
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; margin-left: 0.25in; text-indent: -0.25in;">
4.
It is worthwhile to discuss the role(s) of customer value in marketing. Since customers—specifically, customers’ unmet needs—are the center of marketing world, we need to discuss the roles of customer value in the context of value creation and delivery process as another definition of marketing (i.e., which is likely to indicate an overall description of all the required actions in the marketing exchange process).
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; ">
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; margin-left: 0.25in; text-indent: -0.25in;">
5.
In general, firms need to chase two types of marketing goals simultaneously—e.g., company profitability and making customers loyal. To achieve two types of marketing goals, firms need to manage company profitability over customer life cycle. After reading the contents of Chapter 2 in the textbook, discuss how firms can maximize the company profitability by building and managing customer relationships over the customer life cycle. You may refere to Figure 2.4 for the details of customer life cycle.
< pstyle="font-family: Arial, Helvetica, Verdana, 'Bitstream Vera Sans', sans-serif; margin-left: 0.25in; text-indent: -0.25in;">
.
