Apply Your Knowledge
1. Imagine yourself as a marketing manager for a sports equipment company. How would you de-
fine marketing for your business?
2. As a marketing manager, how would you explain to the company management team why you
think marketing is dynamic?
3. What are some ways you would build relationships with customers?
4. Divide a piece of paper into three columns. In the first column, make a list of four or five of your
friends. In the second column, write down where you and your friends most like to shop. In the
third column, write down why you believe those are your favorite places. What makes the stores
you listed different from other stores selling similar products?
5. Identify a nonprofit organization in your area or one with which you are familiar. For whom do you
think the nonprofit targets to secure donations or volunteer work? Why do you think it targets that
group of people?
6. Explain how “think global, act local” would apply to your job as a marketing manager.
7. Imagine yourself as a marketing manager. How would you make the customer the focus of your
marketing plans?
8. How can you use the marketing concept to promote your school store or CTSO?
9. Choose a local company that you know well. Describe how the marketing functions of the com-
pany support the marketing concept.
10. Create a statement that reflects how you would focus on customer satisfaction.
Check Your Marketing IQ
Now that you have finished the chapter, see what you learned about marketing
by taking the chapter posttest. If you do not have a smartphone, visit the G-W
Learning companion website.
G-W Learning mobile site: www.m.g-wlearning.com
G-W Learning companion website: www.g-wlearning.com
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