Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor

Exercise 2

JOURNALING FOR SUCCESS
Discovery statement: This chapter emphasized the importance of keeping the customer at the core of every marketing decision.
Assignment
1. Think about the businesses from which you have purchased goods or services. Select the organization that you believe has adopted the marketing concept. Discuss the reasons why you believe that this company has adopted the marketing concept.
2. Describe the marketing mix this company has created for the brand that you purchase from this company.
3. Which two companies are the strongest competitors of this organization? Explain why.
4. Besides competition, which environmental forces have the greatest impact on this company for which you are a customer?
5. Calculate your customer lifetime value to this company. After recording your customer lifetime value, describe how you calculated it.