1. Based on the definition of marketing what are the key factors that are critical to any company engaged in marketing? How does your own organization use the different components of the marketing mix? How does the marketing mix affect the development of your organizations marketing strategy and tactics?

2. Within your organization, how have changes in the macro environment and competitive situation impacted the success of your company? Consider advances in technology, social changes, demographic shifts, regulatory changes, etc.

3. Assume you are a newly hired marketing manager in a company. As you spend time with other peer marketing managers, you realize that the company does not place an emphasis on planning within the marketing organization. Why is planning important in marketing? What are the essential components of a marketing plan? How would you convince your supervisor that the marketing department should produce formal marketing plans?