APPLYING MARKETING KNOWLEDGE

$1($a$)$ Using Netflix as an example, explain how a mission statement gives it a strategic direction. $($b$)$ Create a mission statement for your own career

$2$ What competencies best describe $(a)$ your college or university and $(b)$ your favorite restaurant?

$3$ Compare the advantages and disadvantages of Ben & Jerry's attempting to expand sales revenues by using $($a$)$ a product development strategy or $(b)$ a market development strategy.

$4$ Select one strength, one weakness, one opportunity, and one threat from the Ben & Jerry's SWOT analysis shown in Figure $2-6.$ Suggest an action that a Ben & Jerry's marketing manager might take to address each factor.