1. Your company president has decided to restructure the firm and become more market-oriented. She is going to announce the changes at an upcoming meeting. She has asked you to prepare a short speech outlining the general reasons for the new company orientation.
2. Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, "If we aren't customer-driven, our cars won't be either." Explain how this statement reflects the marketing concept.
3. How are Coke and Pepsi using their Web sites, http://www.coke.com and http://www.pepsi.com, to promote their newest product offerings? Do you see hints of any future strategies the companies might implement? Where?
4. How can a new company best define its business mission statement? Can you find examples of good and bad mission statements on the Internet? How might you improve the bad ones?
5. What techniques can make your school enrollment marketing plan more effective?