Answer the following questions:

1. Define marketing. Differentiate between need, want and demand.

2. Give an example of each of following: Production Concept, Product Concept, Selling Concept, Marketing Concept, Societal Marketing Concept.

3. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.

4. Define consumerism and environmentalism, and explain how they affect marketing strategies.

5. Describe the environmental forces that affect the companys ability to serve its customers.

6. Outline the steps in the marketing research process.

7. Discuss consumer market and the major factors that influence consumer buyer behavior.

8. Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.

9. List and define the steps in the new-product development process and the major considerations in managing this process.

10. Explain the roles of brand personality, brand status, and brand equity in building brands.