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BUS 330 Week 1 DQ 1 Role of the Marketing Function
BUS 330 Week 1 DQ 2 Products and Services
BUS 330 Week 2 DQ 1 Product Life Cycle
BUS 330 Week 2 DQ 2 Product Usage Categories
BUS 330 Week 3 DQ 1 Customer Relationship Management
BUS 330 Week 3 DQ 2 Demographics and Trends
BUS 330 Week 3 Written Assignment (Dramatic Youth Population)
BUS 330 Week 4 DQ 1 Functions of Marketing Management
BUS 330 Week 4 DQ 2 Marketing Plan
BUS 330 Week 5 DQ 1 Corporate Social Responsibility
BUS 330 Week 5 DQ 2 Marketing Ethics and Children
BUS 330 Week 5 Final Paper (Marketing Managers and Strategy)
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BUS 330 Entire Course+Quizzes
BUS 330 Week 5 Final Marketing Plan (Dunkin Donut’s)
BUS 330 Week 2 Situational Analysis (Red Bull)
BUS 330 Week 2 Situational Analysis (Dunkin Donut’s)
BUS 330 Week 5 Final Marketing Plan (Red Bull)
BUS 330 Week 2 Situational Analysis (Toms Shoes)
BUS 330 Week 5 Final Marketing Plan (Red Bull)

BUS 330 Week 2 Situational Analysis (Coca Cola
BUS 330 Week 5 Final Marketing Plan (Coca Cola)
BUS 330 Week 1 DQ 1
BUS 330 BUS 330 Week 2 DQ 1 Product Life Cycle Stories
BUS 330 Week 2 DQ 2 Gender as Market Niche
BUS 330 Week 3 DQ 1 Pizza Pricing Strategies
BUS 330 Week 3 DQ 2 IMC Campaign Stories (Dunkin Donut’s)
BUS 330 Week 4 DQ 1 Finding and Targeting Your People
BUS 330 Week 4 DQ 2 Foreign Market Entry Podcast
BUS 330 Week 5 DQ 1 Green Marketing or Greenwashing?
BUS 330 Week 5 DQ 2 Art or Science?
BUS 330 Week 1 Quiz
BUS 330 Week 2 Quiz
BUS 330 Week 3 Quiz
BUS 330 Week 4 Quiz
BUS 330 Week 5 Quiz
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BUS 330 Week 1 DQ 1
BUS 330 Week 1 DQ 1
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BUS 330 Week 1 DQ 2Products and Services
Every year hundreds of millions of dollars are spent marketing
products (or services) that fail. Millions of dollars those companies
would love to get back.
Fortunately, you happen to have a functioning time machine that you
bought on Craig’s list. And now you’ve got one chance to fix what
went wrong in the marketing research process and convince one of
those companies not to spend that money.
Guided Response:
You’re going to investigate and document the story of a famous new
product flop (and market research failure) and how you went back in
time to fix it. And since we're marketers, we’re going to do this all in
stylish, web 2.0 fashion with Storify.
 Identify and research a prominent new product/service failure.
o The press loves failures, so you won’t have any problem
finding examples.
o Identify the following: product/service name, the company
who marketed it, the year it was introduced and where
(particularly if not in the U.S.).
 Find a sample ad for your failed product/service.
 YouTube is great for TV ads; image searches are great for
printed ads. If you can’t find an ad, you probably haven’t picked
a big enough flop!
 Grab the link for your ad.
 Refer to section 2.3 of the text as needed.
 What are the steps in a market research process? Provide a brief
explanation of each step relating it to your product as possible.
 Where was the failure in your product's market research
process? Which step was missing, not followed correctly,
misinterpreted, or misrepresented?
 What, in a single sentence, is the market research finding that
you're going to go back in time and share with management to
stop this introduction?
 First, check ourour example Storify assignment.
 Now see our Storify step-by-step web tutorial.

 Respond to at least three of your fellow marketers.
 Explain how their market research failure was similar or
different than yours
 Try to respond to those who do not yet have three replies.
 Answer the following questions about the market research
process.
 Package all this information into a Storify story.
 Don't forget to respond to your fellow marketers.
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BUS 330 Week 1 Quiz
Question 1.
Which of the following lists contains all four of the purchase criteria c
ategories identified as part of the Four Utilities of Customer Value?
Question 2.
Which of the following BEST describes the Internal Analysis plannin
g tool?
Question 3.
The example of quinoa in this chapter was used to illustrate an aspect
of the globalization paradox. Which statement BEST summarizes the
point made by that example?
Question 4.
Which of the following is NOT a typical focus of research in the Mar
keting Strategy phase?
Question 5.

What characteristic of an increasingly creative society has the MOST
impact on marketers’ strategies?
Question 6.
Including what element in a marketing campaign makes it easier to qu
antify campaign response?
Question 7.
As social media becomes more pervasive, the relationship between m
arketers and consumers is changing. Which statement BEST describes
the nature of this shift?
Question 8.
Which example BEST describes market research applied to the campa
ign development stage of the marketing process?
Question 9.
A feature that most identified the Production Era was
Question 10.
Which of the following examples represents primary research designe
d to produce qualitative data?
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BUS 330 Week 2 DQ 1 Product Life Cycle
Stories
BUS 330 Week 2 DQ 1Product Life Cycle Stories
Introduction, growth, maturity and decline. Every product has a life
cycle story waiting to be told. In this interactivity, you're going to

document the story of a product, product category or brand that has
progressed through the four product life cycle stages.
Guided Response:
1. Review section 3.2 in our text regarding product life cycles.
2. Check out our sample life cycle Storify regarding Polaroid
Instant Cameras.
3. Identify an appropriate product, product category or brand.
o One that has moved through all phases of the life cycle
o Do a web search for dead brands or product fads. Or use
this article about bygone tech for inspiration.
4. Research your brand/product/category to answer the following:
5. The approximate timing of each life cycle phase
6. The key events that marked the start or end of each phase
7. Use at least three sources and refer to our example as needed.
8. One section on each lifecycle phase. Briefly describe the phase,
when it occurred for your product and the key events that
started/ended the phase.
9. At least one image or video (product shots, advertisements,
etc.).
10. Three APA formatted citations. Reference your sources at
the end.
11. When done, copy the link of your published Storify story.
12. In the title of your post identify your
product/brand/category.
13. In the body of your post, provide your Storify link. See our
example.
14. Of the products that you read about (including your own),
which one best fits and least fits the classic life cycle curve?
Explain why/how.
15. Create and publish a new Storify that contains the
following:
16. Post your Storify link to the DQ forum below.
17. Respond to at least three life cycleStorifys for
brand/products/categories other than the one you picked. Then
answer this question:
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BUS 330 Week 2 DQ 2 Gender as Market
Niche
BUS 330 Week2 DQ 2Gender as Market Niche
Market niches: Digital Show and Tell
Brands carve out niches in the marketplace by targeting a specific
audience. And two of the most powerful tools a marketer has for
making their target feel the brand is "for them" is how they position
and package their Product and how they make use of Place — relative
to both physical and virtual places of business.
You're going to select either the male targeted Sport Clips (a retail
hair cuttery) or the female targeted Sister Snog (a London business
social network) and describe how they target through the use of place
and product. And while words are great, pictures are worth a thousand
of 'em, so we're going to do digital show and tell using a cool new
website annotation tool called BounceApp.
Guided Response:
 Check out our sample annotated web page for a high-end pet
boutique.
o Mouse over highlighted areas to view associated
commentary.
 Pick one of the two brands and visit their website
 Sport Clips or Sister Snog
 Identify a site page – landing page or otherwise – where place
and/or product is featured.
o Remember; place encompasses physical and virtual
locations
 Copy the webpage link from your browser.
 See the step by step tutorial

 Identify at least three examples of how place and or product
is used to reinforce the gender targeting.
 Write at least two sentences of explanation for each example.
 When done, copy the link to your annotated BounceApp page.
 In the post title identify whether you picked Sport Clips or Sister
Snog.
 In the body of post, provide your BounceApp page link. See
example.
 Which brand do you think uses product and place more
effectively to differentiate itself? Cite at least one reason why
relative to both product and place.
 Feel free to pick a different "winner" for product versus place.
 Screen capture and annotate the webpage using BounceApp
 Post your annotated webpage link to the DQ forum below.
 Explore annotations for the brand you didn't pick. Respond
to three of your peers, at least one of which must be for the
brand you didn’t pick. Comment on market niche strategies
that those brands used/failed to use in promoting their
website. Then answer this:
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BUS 330 Week 2 Quiz
Question 1.
Retailers fill a market niche somewhere between low cost/low service
and high cost/high service. Which of the following examples occupie
s the highest service/highest cost market niche?
Question 2.

What advantage does use of RFID tags bring to the logistics function
of companies that adopt this technology?
Question 3.
When selecting the methodology by which a company will calculate it
s prices, which method and associated rationale is increasingly recom
mended, and why?
Question 4.
Why are complementary businesses a factor that can make or break a
retail business?
Question 5.
Which example BEST illustrates the Law of Supply and Demand?
Question 6.
As stated in chapter 6, what is the purpose for assigning communicati
on channels to various quadrants of the POES model?
Question 7.
What is the key component of the distribution channel strategy of reta
ilers in the t-shirt distribution case study in this chapter?
Question 8.
What goal is achieved by pursuing a segmented pricing strategy?
Question 9.
What distinguishes owned message channels from paid message chan
nels?
Question 10.
When price sensitivity differs among customers in different market se
gments, which type of pricing strategy gains in importance?
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BUS 330 Week 2 Situational Analysis (Coca
Cola)

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BUS 330 Week 2 Situational Analysis (Dunkin
Donuts)
BUS 330 Week 2 Situational Analysis (Dunkin Donut’s)
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BUS 330 Week 2 Situational Analysis (Red
Bull)
BUS 330 Week 2 Situational Analysis (Red Bull)

BUS 330 Week 2 Situational Analysis (Toms
Shoes)
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BUS 330 Week 3 DQ 1 Pizza Pricing Strategies
Pizza Pricing Strategies
This BUS 330 Week you learned about the three core pricing
strategies: penetration, neutral, and skim. Now we’re going to
examine those pricing strategies in action. Hope you’re hungry,
because you’re going to be looking at a lot of pizza.
In this interactivity, you're going to briefly recap the three pricing
strategies, use them to classify the major pizza chains based on
exploring the online ordering process and then answer a few related
questions. So let's dig in!
Guided Response:
1. Re-familiarize yourself with the three main pricing strategies
o Review section 5.2 in the text as needed.
2. Research actual pizza pricing
3. Visit each site, identify your location and simulate an order.
4. Price out a medium cheese or pepperoni pizza.
5. Proceed to payment stage, observing the selling process.

6. Record your pizza choice and final price (minus tax).
7. Execute your purchase as you see fit.
8. Note: One brand doesn’t offer online ordering. Poke around
their website for an online menu or
consult fastfoodmenuprices.com.
9. A brief description of the three pricing strategies (from least to
most expensive).
10. Your research driven price strategy classifications of the
five brands.
o For any pricing strategy where you have multiple brands,
rank them from least to most expensive.
o Include the kind of pizza you priced out, your recorded
prices and any other pertinent notes.
o Your classifications may differ from others. That’s okay.
11. Your answers to the following questions:
12. Did your perception of these chains' pricing strategies
change based on this exercise? If so, how?
13. Based on this exercise, identify three factors that
complicate price comparisons.
14. For you, which of these chains represents the greatest
value and why? Explain how each of the Ps contributes to your
answer.
15. Create a forum post that includes the following:
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BUS 330 Week 3 DQ 2 IMC Campaign Stories
(Dunkin Donuts)
BUS 330 Week 3 DQ 2IMC Campaign Stories
One Message, Many Media: Integrated Marketing Campaigns

In this interactivity, to examine integrated marketing in action, you’re
going to tell the Storify story of a particular campaign from your
internship brand across multiple media. We want to know what
unifies the campaign and how the unique nature of each medium is
being utilized (or underutilized if you feel so). And we want to hear if
you think the campaign is effective or not and why.d then answer a
few related questions. So let's dig in!.
Guided Response:
1. Check out our sample Twix campaign storifyfor inspiration.
o Note: you only need to include three media in your Storify.
We overachieved.
2. Identify a significant marketing campaign from your internship
brand.
3. Find one that was supported across multiple media (e.g, TV,
print, website, banner ads, etc.).
4. How to identify and research major marketing campaigns?
o Search the web or major advertising publications (AdBUS
330 Week or AdAge) for articles about your brand’s
advertising campaigns.
o Check your brand's Twitter feed for recurring ad messages.
5. Search for links you can include in your Storify story. Where?
See our advertising creative finder for suggestions by media
type.
6. Title and subtitle
7. Headings for the three media you’ve found
8. For each medium, a brief description of how it is being used,
focusing on what it can do that other media cannot.
9. A final paragraph summarizing what unifies the campaign and
whether or not you think it’s effective and why.
10. Reference our example and our Storify tutorial as needed
11. Find campaign executions for at least three different media
12. Create a new storify story containing the following
elements:
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BUS 330 Week 3 Quiz

Question 1.
Which of the following is NOT one of the nine criteria for effective se
gmentation of markets?
Question 2.
Which of the following answers is the BEST example of trigger mark
eting?
Question 3.
When a marketer at a high-tech start-
up company follows blogs published by Tech-
oriented research centers at major universities, what force in the mark
eting environment is most likely being monitored?
Question 4.
Which answer BEST captures the fundamental insight for marketers r
elated to the changes in U.S. demographics described in Chapter 8?
Question 5.
In Chapter 7, changes in demand for environmentally-
sound products were described. What concept did this example illustr
ate?
Question 6.
Which of the following was NOT described as an anticipated effect of
overall population growth in the decades ahead?
Question 7.
Which statement BEST defines Customer Relationship Management?
Question 8.

Which of the following is NOT one of the three categories of factors a
ffecting consumers’ Purchase
Decision Process discussed in Chapter 7?
Question 9.
Which of the following BEST describes an underlying trend towards
an increasing number of farmers markets in the summer of 2011?
Question 10.
Which answer reflects the second of the four steps in the process by w
hich consumers’ emotions influence their purchase decisions?
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BUS 330 Week 4 DQ 1 Finding and Targeting
Your People
BUS 330 Week 4 DQ 1Finding and Targeting Your People
Finding and Targeting Your People
Geodemographic Segmentation: Finding Your People
Geodemographics is a common and effective means to segment
potential customers. Leveraging both demographic (e.g., gender, age,
income, marital status) and psychographic (e.g., habits, hobbies,
spending habits, values) data, households can be classified into
segments and the relative attractiveness of these segments for your
product or service can be determined.
In this interactivity, you’re going to take a geodemographic system
(Prizm Premier) and determine which segment best describes you.
Then, exploring map data, you’ll assess how common your segment is
for where you live and where you could live amongst more people
like yourself! Finally, with knowledge of your segment’s profile,

you’re going to suggest a promotion for your internship brand
targeted specifically to your segment.
Guided Response:
1. Begin by perusing the Prizm Premier interactive tutorial.
o You’ll note there are 68 segments. Fortunately these are
broken into 11 lifestage groups that provide a more
manageable starting point.
2. Visit thePrizm Premier Lifestage Groups page and determine the
following:
3. The lifestage group and segment that best matches you
4. How common your segment is where you live
5. Where you could move to find more of "your people"
6. How to do all that? Our step by step Prizm Premier
Tutorial reveals all.
7. Imagine you’re executing a targeted promotion. Tell us the
product or service and deal that you will pitch your segment and
justify its appeal.
8. Feel free to package products or services together.
9. Your Premier Prizmlifestage group
10. Your Premier Prizm segment and the characteristics
driving your choice
11. The ―popularity‖ index of your selected segment where
you live
12. The high indexing area for your segment that you've
chosen and its value. Tell us what town is in your county that we
might have heard of (or any other attraction).
13. Your segment specific targeted promotional offer and
rationale
14. Create a promotion from your mentor marketer to target
your segment.
15. Publish a post to the forum below containing the
following...
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BUS 330 Week 4 Quiz

Question 1.
What strategic similarity exists between the Question Marks of the B
CG Matrix and the Diversification strategy in Ansoff’s Matrix?
Question 2.
Why is planning important to the business function of marketing man
agement?
Question 3.
Which of the following statements was NOT discussed as a success fa
ctor in implementation and control?
Question 4.
What measure of campaign performance does the following example r
epresent? Calluniverse sends a text message to its high-
usage segment of customers, offering a free phone upgrade on contrac
t renewal. The call to action is ―Reply *mynewphone to agree to this
offer.‖
Question 5.
What media timing strategy does the following example represent? A
new restaurant advertises on local radio with 40 spots per week for tw
o weeks, followed by 20 spots per week every other week for the next
twelve weeks.
Question 6.
Which of the following was NOT identified as a best practice of mark
eting leadership in the implementation of the Integrated Marketing Co
mmunications approach?
Question 7.

Which of the following statements represents a concern about the IM
C approach expressed in
Chapter 9?
Question 8.
Which terms describe the market-
product strategy in the following example? The manufacturer of
Zukes™ all-natural dog-
training treats brings to market a clicker device for training dogs.
Question 9.
Why is it recommended that the Stars and Cash Cows of the BCG Ma
trix receive more marketing support than the Question Marks and Dog
s?
Question 10.
Which answer BEST describes the use of the BCG Matrix as an input
to business strategy?
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BUS 330 Week 5 DQ 1 Green Marketing or
Greenwashing
BUS 330 Week 4 DQ 2Foreign Market Entry Podcast
As you are likely aware, your internship brand doesn’t just do
business in the U.S. So, in this interactivity, we’re going to research
their past entry into a foreign market. But rather than writing about it,
we’re going to talk about it — by creating a short podcast.
Guided Response:
1. Check out our sample podcast about GroupOn in China
o Listen to the sample podcast.

2. Identify a specific country to analyze your brand's entry into
3. First identify the countries your mentor marketer does business
in. Or did. Check out the corporate website. Or the latest annual
report.
4. Then search your brand in business periodicals such as Forbes in
conjunction with country names or terms like ―foreign‖ or
―international.‖ See which markets have been written about and
select one.
5. When did your mentor marketer enter this foreign market?
6. What specific challenges did entering this market present? (e.g.,
cultural norms, language barriers, local competition,
government regulations, economic conditions, etc.). Identify at
least three.
7. What changes were made to the marketing formula in entering
this market? What other changes were needed? Cite at least
three examples, linking each one to a marketing "p." You can
repeat "Ps" more than once.
8. How successful was the entry into this market? Is the brand still
in the market?
9. Try to explore different types of sources (periodicals, videos,
annual report, etc.). Tap the Forbes archive and other Ashford
University resources as needed.
10. As you will be creating a podcast, in-line citations are not
required, but you will need to document your sources.
11. Be sure to introduce yourself and identify your mentor
marketer and the relevant market before answering the questions
above.
12. SoundCloud provides the means to record and share a link
for free.
13. Consult our step-by-step Creating Your Soundcloud
Recording tutorial.
14. Research your chosen market to answer these questions:
15. Which P do you think was the most important factor in the
failure or success of the market entry they described? Why?
16. Identify and create proper APA citations for 3+ different
sources.
17. Script (or at least outline) for your podcast.

18. Record your podcast with SoundCloud.
19. Post your podcast link and APA formatted sources to
forum below.
20. Listen and react to three peer podcasts.
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BUS 330 Week 5 DQ 2 Art or Science
BUS 330 Week 5 DQ 2Art or Science?
Let’s be honest, the ―art‖ side of marketing gets most of the press.
Everybody likes to talk about that cool new ad they recently saw;
however, this is not true when it comes to big data and the advanced
analytics being used to evaluate marketing effectiveness and drive
marketing planning. In other words, nobody is writing TV shows
about a couple of quirky marketing data scientists.
So in this interactivity, we’re going to give marketing analytics its
fifteen minutes of fame. Then, we want your take on whether
marketing is more art or science and which side appeals more to you.
What to Do (and How to Do It)...
 Learn more about big data, marketing analytics, and successful
integration
o Read the Forbes article ―Marketing Analytics Cheat Sheet
for CEOs.‖
o If you want to go deeper on the analytics DQussed, peruse
the optional Harvard Business Reviewarticle ―Advertising
Analytics 2.0.‖
 Post to the forum below, answering the following questions:
 Based on everything you’ve learned in this course thus far, do
you think marketing is more art than science, or vice versa?
Defend your point of view.

 Does the art or science side of marketing appeal more to you?
Why?
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BUS 330 Week 5 Final Marketing Plan (Coca
Cola)
Finish the marketing plan you began in week 2 and wow your
internship bosses!
Guided Response:
Create an APA style formatted Word document that includes at least 3
references outside of the course text and contains paragraphs that
cover the topics below.
The length of your marketing plan will vary based on your degree of
succinctness. Most documents fall between 9-13 double spaced pages.
For more details, including minimum lengths by topic
Note that you've already covered this first set of topics in your week 2
situational analysis. Feel free to revise your earlier work as needed.
 A description of your selected company/brand
 The core products/services they offer
 A brief history
 Key current competitors
 A SWOT (strengths, weaknesses, threats & opportunities)
analysis
o For each, identify and describe a minimum of 3 examples
(12 in total).
 A description of the product/service that you want to market &
SWOT rationale
Now address the additional topics below to complete your marketing
plan. Again, reference our example and the identified text chapters for
additional context.

 Segmentation approach and rationale
o e.g., Demographic, geodemographic, behavioral,
psychographic, etc.
 Target market(s) description
 Positioning statement
 Marketing mix details
 Address each "P" (product, place, price, promotion) of the
marketing mix separately and explain your choices. This is the
heart of your plan.
 Discuss at least 3 metrics you might analyze to evaluate the
success of your plan.
 Identify at least 3 business or sociocultural considerations in
translating your marketing plan for use in a foreign market.
 Summarize your plan and why it deserves to be funded.
 Success metrics
 International considerations
 Conclusion
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BUS 330 Week 5 Final Marketing Plan
(Dunkin Donuts)
internship bosses!
Guided Response:

Note that you’ve already covered this first set of topics in your week 2
 A brief history
analysis
(12 in total).
SWOT rationale
additional context.
psychographic, etc.
 Address each ―P‖ (product, place, price, promotion) of the
heart of your plan.
 Success metrics
 Conclusion
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BUS 330 Week 5 Final Marketing Plan (Red
Bull)

internship bosses!
Guided Response:
Note that you've already covered this first set of topics in your week 2
 A brief history
analysis
(12 in total).
SWOT rationale
additional context.
psychographic, etc.

 Address each "P" (product, place, price, promotion) of the
heart of your plan.
 Success metrics
 Conclusion
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BUS 330 Week 5 Quiz
Question 1.
Which of the following lists was presented in Chapter 10 as a possible
organizational structure for advertising agencies?
Question 2.
Which answer conveys an obligation of employees toward their empl
oyers discussed in Chapter 10?
Question 3.
As discussed in Chapter 10, why should marketers operating in financ
ial service settings be aware of the applicable requirements and restric
tions?
Question 4.

As discussed in Chapter 10, why should marketers in health care setti
ngs be aware of HIPAA
requirements and restrictions?
Question 5.
Which of the following was NOT discussed in Chapter 10 as an area o
f opportunity for marketers?
Question 6.
What was the key insight of management guru Tom Peters that he arti
culated in ―The Brand Called
You‖?
Question 7.
What reason was discussed in Chapter 10 for new marketers to join in
dustry trade groups and other professional associations?
Question 8.
Which of the following benefits was NOT listed among the arguments
in Chapter 10 supporting the business case for ethical marketing?
Question 9.
The marketing field has received criticism for the negative impact of i
ts practices on certain populations. Which of the following was NOT
among the affected groups discussed in Chapter 10?
Question 10.
The marketing function of a business returns value to its owners and i
nvestors. Which of the following examples illustrates that value gener
ated?
****************************************

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