QUESTION 1

Marketing is the art of attracting and keeping profitable customers. Discuss how marketers could keep or retain profitable customers and maximize the customer lifetime value. Provide examples to support your answer.

QUESTION 2

"According to Kotler and Keller (2012) that breadth, complexity, and richness of marketing has made the "Marketing Mix Four Ps" is not the whole story anymore in marketing management. Instead the "Modern Marketing Management Four Ps" is a more representative set that encompasses modern marketing realities." Write your argument from the given scenario.

QUESTION 3

"Marketing has often been defined in terms of satisfying customers' needs and wants. Critics, however, feel that marketers encourage consumers to buy things they do not really want or need, or cannot afford." Evaluate the statement from your own opinion.

QUESTION 4

Choose three (3) products in the market and justify three (3) segmentation schemes of those products and identify which segmentation schemes that you might belong to.

QUESTION 5

Pick a brand that you are familiar with. Identify and discuss the many forms of marketing communications mix the brand uses to reach out to consumers. (Please use APPLE as reference)

INSTRUCTION: Read the attached "SAMSUNG" mini case related to competitive dynamics and answer ALL questions below.

Questions:

(a) Identify and discuss Samsung's greatest competitive strengths.

(b) Samsung's goal of $400 billion on sales by 2020 would bring it to the same level as Walmart. Is this feasible? Justify your answer.