Lecture #2

Question 1

Product orientation

Answer 1

informing that a product exist

Question 2

Market orientation

Answer 2

communicating the value

Question 3

Sales orientation

Answer 3

sale of products

Question 4

Value-based orientation

Answer 4

to deliver more value to customers than competitors do

Question 5

Competitive advantage (4 things)

Answer 5

• customer excellence
• operational excellence
• locational excellence
• product excellence

Question 6

What is customer excellence?

Answer 6

Creating emotional attachment through loyalty programs or excellent customer service

Question 7

What is operational excellence?

Answer 7

Involves efficient operations and supply chain management

Question 8

What is product excellence?

Answer 8

Having products with high perceived values and effective branding/positioning

Question 9

Developing a marketing plan

Answer 9

1. Business mission & objectives
2. Situation analysis (SWOT)
3. Identify opportunities (STP)
4. Implement marketing mix (PPPP)
5. Evaluate performance by using marketing metrics (ROI,

Question 10

ROI

Answer 10

Standarding marketing performance:
- brand awareness
- sales
- market share

Customer-centered:
- customer acquisition
- customer retention
- customer lifetime value
- customer equity

Question 11

Portfolio analysis (SBUs)

Answer 11

Attractiveness vs. strength of SBU’s position in market

(Cash cow example)