Seaport BUSC150 Midterm Exam 2014

1. Describe in detail and elaborate on the relationship era of marketing.
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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.
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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.
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4. Explain the difference between e-business and e-marketing. Note a company or companies that stand out in each category.
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5. Why is the study of consumer behavior important to marketers? In addition what the text says, state your opinion as well.
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6. What are some of the problems that U.S. marketers face in dealing with international buying centers?
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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.
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8. Distinguish between primary and secondary data. Give an example of each type.
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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.
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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.
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