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Chapter 1
1.List your activities for the first two hours after you woke up this morning. Briefly indicate how marketing affected your activities.

Morning grooming
Check weather
Make and drink coffee
Get dressed
Get in vehicle and turn on morning talk show station
Drive to work

The products I use in the bathroom, the coffee I drink, and the clothes I wear are influenced by marketing. The commercials convinced me to try soap products, toothpaste, and the coffee I drink. Marketing may persuade one to try a new product but ultimately the product or services must live up to the “hype” to keep consumers coming back.

2.If a producer creates a really revolutionary new product and consumers can learn about it and purchase it at a website, is any additional marketing effort really necessary? Explain your thinking?

If consumer can learn and purchase the new product on its website, additional marketing would not be necessary. The purpose of marketing is to publicize to consumers about a new product and where to buy it. If all the consumer information is available on via website then it is unnecessary to have additional marketing.

3.Distinguish between the micro and macro views of marketing. Then explain how they are interrelated, if they are.

The view of micro marketing are a set of activities performed by organizations and macro marketing is a view as a social process or the emphasis how the whole marketing system works overall. Micro and macro marketing are interrelated as a process. Micro marketing is part of macro marketing system. Macro directs an economy’s flow of goods and services form producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.

6. Define the functions of marketing in your own words. Using an example, explain how they can be shifted and shared. The functions of marketing are buying, selling, transporting, storing, standardization and grading, financing, risk taking and marketing information. The process of buying is looking for a potential product or service to sell. Selling is the promoting of the product or service. Transporting is the movement of the goods from one place to another. Storing function involves holding of goods until customer needs them. Standardization and grading involves sorting of products according to size and quality. Financing provides the necessary funding for producing, transporting, storing, promoting, selling and buying of products. Risk taking involves bearing uncertainties of marketing process. Market information function involves all the information needed to plan, carry out and controlling marketing activities. Not every firm performs all functions of marketing but rather shifted and shared the responsibilities. Some marketing specialists perform all the functions but most specialize in only one or two aspects. Marketing research firms, for example, specialize only in market information function. Another firm may only handle transporting of products, and still another that specializes in buying and selling. All of these functions must be shifted and shared by coordinators to bring it all together.

14. Distinguish between production orientation and marketing orientation, illustrating with examples.
The difference between production orientation and marketing orientation is, instead of just trying to get customers to buy what the firm has produced, in production orientation, a marketing orientated firm tries to offer customer what they need. An example of production orientation is one that all of us have experienced too many times. How many times have you called customer service to find yourself talking to someone in India, or any other country? How about all the all the things that are made in China? An example of marketing orientation would be companies like Amazon. Although it is an internet company, customer service and satisfaction is top...
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