1. Based on both your own experiences and what youve learned, what is YOUR definition of marketing? (Feel free to note how the text, our discussions in class, the book youre reading or research youre doing for your case study, or any other sources have influenced your definition). What distinctions, if any, would you make between marketing and marketing management and why do you say that?

2. Describe an organization or situation that represents what you consider EXCELLENT marketing and relate it to Kotlers 4 Pillars Model discussed in class. Specifically, note what made it excellent. Remember, the 4 Pillars are different from the 4 Ps.

3. What is arguably the most important decision the marketing manager makes? Why is that?

4. When discussing what he calls the new marketing realities, Kotler described three major market forces/factors that have dramatically impacted the marketplace today. List these factors and, using the organization you work for now or one you have worked for in the past, give an example of each factor. If your employment history to date doesnt lend itself well to this question, choose an organization you find interesting and use that for your example. Please be as specific as you can.

5. What is Lifetime Customer Value (also referred to as Customer Lifetime Value) and why is it such an important business concept?