Burnett chapter 1

Question 1

What does Burnett mean with ‘Competitive Advantage’?

Answer 1

That you must convince buyers that what you have to offer them comes closest to meeting their particular need/want.

Question 2

What is the specific role of marketing?

Answer 2

To provide assistance in identifying, satisfying, and retaining customers.

Question 3

What are the 6 Cs of marketing?

Answer 3

Consumer content, company capabilities, communication, competition, cross-functional contact, community contact

Question 4

What does ‘production orientation’ mean?

Answer 4

To focus on technology, innovation and low production costs rather than on sales/consumer. (product sells itself)

Question 5

What does ‘sales orientation’ mean?

Answer 5

A good salesman can sell anything.

Question 6

What does ‘Emerged-internal marketing’ entail?

Answer 6

Making employees (and former -) positive ambassadors of the organization.

Question 7

What’s the difference between micro and macro marketing?

Answer 7

Micro focuses on the success of an individual firm, macro on the economic welfare of a whole society.

Question 8

What’s the difference between service and goods?

Answer 8

Service products are intangible, often consumed as they are produced and difficult to standardize. Goods are tangible, separable and homogeneous.

Question 9

What’s the difference between for-profit and non-profit?

Answer 9

Success is measured differently. Non-profit success is if it benefits society, for-profit want monetary gain.

Question 10

What’s the difference between international and global marketers?

Answer 10

International marketers sell goods/services in other countries, but manufacture in their home country. Global marketers has franchises worldwide.