1. Explain how and why the process of developing a marketing plan might be more important than the marketing plan document itself. What are the benefits of the planning process irrespective of the actual outcomes of the process?

2. What is a product and what do we mean by the four different types of utility?

3. What do we mean by organization mission and vision?

4. Why have ethics and social responsibility become so important in recent years? Why is it important that marketing ethics be incorporated into the firm's strategic plan?

5. Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

6. Discuss each of the three competitive advantage strategies (operational excellence, product leadership, customer intimacy) and explain why most firms pursue only one of these strategies.