$2-1$ What are the two steps involved in business portfolio planning? Why is each step important? $($AACSB: Written and Oral Communication; Reflective Thinking$)$

$2-2$ What key roles does marketing play in a firm$$s strategic planning? $($AACSB: Written and Oral Communication; Reflective Thinking$)$

$2-3$ Why would a firm sell a major brand or business to another firm? Please provide an example. $($AACSB: Written and Oral Communication, Reflective Thinking$)$

$2-4$ Why do companies segment markets? How does market segmentation relate market targeting? $($AACSB: Written and Oral Communication, Reflective Thinking$)$

$2-5$ What is an integrated marketing mix, and why is it important for a firm$$s marketing strategy? $($AACSB: Written and Oral Communication; Reflective Thinking$)$

$2-6$ What is marketing return on investment $($marketing ROI$),$ and by what metrics can it be measured? $($AACSB: Written and Oral Communication; Reflective Thinking$)$