Question: Chapter 1 Why is marketing important? What is the scope of marketing? What are some core marketing concepts? What forces are defining the new marketing

Chapter 1

  1. Why is marketing important?
  2. What is the scope of marketing?
  3. What are some core marketing concepts?
  4. What forces are defining the new marketing realities?
  5. What new capabilities have these forces given consumers and companies?
  6. What does a holistic marketing philosophy include?
  7. What tasks are necessary for successful marketing management?

Chapter 2

  1. How does marketing affect customer value?
  2. How is strategic planning carried out at the corporate and divisional levels?
  3. How is strategic planning carried out at the business unit level?
  4. What does a marketing plan include?

Chapter 3

  1. What are the components of a modern marketing information system?
  2. What are useful internal records for a marketing information system?
  3. What makes up a marketing intelligence system?
  4. What are some influential macroenvironment developments?
  5. How can companies accurately measure and forecast demand?

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