Midterm Exam

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1. Describe in detail and elaborate on the relationship era of marketing. Essay Style Answer Required

2. What are the four components of the 'SWOT' analysis? Be specific when answering. Think of a company for each element and detail your thoughts. It can be one company or a different one for each category. Essay Style Answer Required

3. What are the benefits of green marketing? Give several examples of companies that are in the forefront of using green products or services to enhance their businesses. Essay Style Answer Required

4. Explain the difference between e-business and e-marketing. Note a company or companies that stand out in each category. Essay Style Answer Required

5. Why is the study of consumer behavior important to marketers? In addition what the text says, state your opinion as well. Essay Style Answer Required

6. What are some of the problems that U.S. marketers face in dealing with international buying centers? Essay Style Answer Required

7. What is a franchise? Be specific with a definition in your response. Give three examples of franchise businesses you have purchased from over the past few years. Essay Style Answer Required

8. Distinguish between primary and secondary data. Give an example of each type. Essay Style Answer Required

9. What is the role of 'positioning' in a marketing strategy? Give an example of two companies who are positioned well in the marketplace in terms of perceived value from the consumer's viewpoint. Essay Style Answer Required

10. How is customer satisfaction measured? Give examples from the text, and also list several of your own experiences where a business has solicited your opinion on their product or service. Essay Style Answer Required
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