Marketing is Strategy,

| January 27, 2016

Marketing is Strategy,
Assignment 1
Marketing Strategy Readings and Questions from the 37th edition of Annual Editions: Marketing
Read each article for the particular assignment and then answer the questions listed. The answers should be your understanding of what the article is saying and should not be word for word copying of the article.
Your answers should be typed into the document immediately after each question and emailed as an attachment to Ryork@mc.edu by the due date listed. Be sure that you clearly indicate your name, the class, and the assignment being turned in on both the email subject line (Re:) and on the document itself. Your grade on the assignment will be reported to you as a reply back to the emailed assignment.

Unit 1.5: When Marketing is Strategy, p. 23
1. What is meant by shifting your strategy downstream?
2, Does competitive advantage erode over time and why?
3. What are the key points about innovation?

Unit 1.7 p. 35: Six strategies for Successful Niche Marketing
1. Which of the strategies do you think are most valuable and why?
2. Which of the strategies do you think are least valuable and why?

Unit 1.12 p 55: Stop Trying to Delight Your Customers
1. What is wrong with delighting customers?
2. What is meant by “trying too hard”?
3. How do we “make it easy”?

Unit 1.15 p. 73: Fundamental Tenements of Customer Excellence
1. 1. Which of the strategies do you think are most valuable and why?
2. Which of the strategies do you think are least valuable and why?

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