UBTKM 1013 OCT Tutorial Questions
MARKETING TUTORIAL Tutorial 1
To discuss administrative issues and general discussion about unit plan, marketing concepts, study method with students.
Tutorial 2 (Chapter 1)
1. Explain the concept of marketing. What are some common misconceptions about marketing?
2. Describe the significance of the shift from transaction-based marketing to relationship marketing. When does relationship building begin?
3. Define marketing myopia, and describe how a company can overcome a myopic view. Give an example of a successful avoidance of marketing myopia.
4. What is the major distinction between the production era and the sales era?
5. What is utility? Discuss the four types of utility and give example of each.
Tutorial 3 (Chapter 2)
Case study: Strategic Planning and the Marketing Process at Preserve (V-2)
1. Do you consider Preserve's strategy for the Preserve brand a first mover or second mover strategy? Explain.
2. Perform a SWOT analysis on Preserve. Identify their core competency and their weaknesses in the marketplace.
3. What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed clearly to employees and to customers?
4. Why is it so important for a firm to identify its core competencies?
5. Describe the characteristics of each of the four quadrants in the BCG matrix.
Tutorial 4 (Chapter 5 & 8)
1. Describe a purchase that a consumer might make that would reflect his or her status within a particular group. If that person’s status increased, how might the purchase selection change?
2. What are the four role categories that describe each spouse in a household? Which role has changed the most in recent years, and why?
3. Who is opinion leader? Why are they important to marketers, and how has the Internet affected the power of opinion leaders?
4. Define marketing research and provide an example.
5. What are primary and secondary data? Discuss how observation, personal interviews and focus group
To discuss administrative issues and general discussion about unit plan, marketing concepts, study method with students.
Tutorial 2 (Chapter 1)
1. Explain the concept of marketing. What are some common misconceptions about marketing?
2. Describe the significance of the shift from transaction-based marketing to relationship marketing. When does relationship building begin?
3. Define marketing myopia, and describe how a company can overcome a myopic view. Give an example of a successful avoidance of marketing myopia.
4. What is the major distinction between the production era and the sales era?
5. What is utility? Discuss the four types of utility and give example of each.
Tutorial 3 (Chapter 2)
Case study: Strategic Planning and the Marketing Process at Preserve (V-2)
1. Do you consider Preserve's strategy for the Preserve brand a first mover or second mover strategy? Explain.
2. Perform a SWOT analysis on Preserve. Identify their core competency and their weaknesses in the marketplace.
3. What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed clearly to employees and to customers?
4. Why is it so important for a firm to identify its core competencies?
5. Describe the characteristics of each of the four quadrants in the BCG matrix.
Tutorial 4 (Chapter 5 & 8)
1. Describe a purchase that a consumer might make that would reflect his or her status within a particular group. If that person’s status increased, how might the purchase selection change?
2. What are the four role categories that describe each spouse in a household? Which role has changed the most in recent years, and why?
3. Who is opinion leader? Why are they important to marketers, and how has the Internet affected the power of opinion leaders?
4. Define marketing research and provide an example.
5. What are primary and secondary data? Discuss how observation, personal interviews and focus group