1-1. Define the terms marketing, markets, and marketers. Provide examples illustrating the breadth or scope of each component of these terms.

1-2. What is the "marketing mix?"  Describe each of the major components of the marketing mix.

1-3. Describe the basic channels for consumer goods. 

1-4. Describe the basic channels for industrial goods.  Explain why consumer goods channels typically are longer than channels for industrial goods.

1-5. Describe the three major questions that must be addressed in pricing a product or service.

1-6. Identify the major components of the promotion mix.

1-7. Describe and provide examples of the different "uses" of advertising.

1-8. Describe the philosophy, objectives, and focus of the production concept. Provide examples of firms that have employed the production concept. Identify the major strengths and weaknesses of the production concept.  Under what circumstances is the production concept likely to be viable?

1-9. Describe the philosophy, objectives, and focus of the selling (or sales) concept. Provide examples of firms that have employed this concept. Identify the major strengths and weaknesses of the selling concept.

1-10. Describe the philosophy, objectives, and focus of the marketing concept. Provide examples of firms that employ the marketing concept. Identify the major the strengths and weaknesses of the marketing concept.

1-11. Describe the societal marketing concept. Explain how the societal marketing concept differs from the marketing concept.  Provide examples of firms that may employ the societal marketing concept.  What appears to be the greatest obstacle(s) to the widespread implementation of this concept?

1-12. What is relationship marketing?   Explain how relationship marketing differs from both the marketing concept and societal marketing.

1-13. Based on the film presented in class, explain why operations at Ford in the early part of the century illustrate the production concept in action, while GM's marketing programs during the same period illustrate the marketing concept.

1-14. Explain the concept of ‘exchange’ as it applies to marketing. Identify the ‘things’ that are exchanged in marketing systems.

1-15. What is the meaning of ‘utility?’ List, describe, and provide examples of marketing and other business activities that illustrate the application of each of the utilities discussed in class. Identify the functions in the firm responsible for delivering each type of utility.

1-16 Describe the relationships between 'exchange,' 'utility,' and 'satisfaction.'