bCcDdte Heading 3 AaBbce Normal No Space 5 Double-click to hide white space Chapter 1: Application Questions 1. Your company president has decided to restructure the firm to make it more market oriented. She is going to announce the changes at an upcoming meeting. She has asked you to prepare a short speech outlining the general reasons for the new company orientation. 2. Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, "If we aren't customer driven, our cars won't be either." Explain how this statement reflects the marketing concept. 3. A friend of yours agrees with the adage People don't know what they want they only want what they know." Write your friend a letter expressing the extent to which you think marketers shape consumer wants. 4. Your local supermarket uses the slogan "It's your store." However, when you asked one of the stock people to help you find a bag of chips, he told you it was not his job and that you should look a little harder. On your way out, you noticed a sign with an address for complaints. Draft a letter explaining why the supermarket's slogan will never be credible unless its employees carry it out. 5. How does Philip Morris handle the sensitive issues associated with marketing tobacco? What kind of information does its website at http://www.philipmorris.com provide about smoking and its negative effects on health? How do you think Philip Morris is able to justify such marketing tactics? After browsing the site, do you think that approach makes the company more or less trustworthy? 6. Write a letter to a friend or family member explaining why you think that a course in marketing will help you in your career in a field other than marketing