Petunjuk.
a) Soal ini dikerjakan secara individu, akan tetapi soal yang dipilih sebanyak 7 dari soal
yang tersedia, pemilihannya dilakukan secara berkelompok. Sehingga kelompok
menjawab soal yang sama.
b) Sesuai dengan itu, kelompok harus menyepakati soal yang mereka kerjakan
terlebih dahulu, baru mengerjakannya secara individu. Bisa berdiskusi, tetapi
jawaban tidak boleh sama atau cenderung sama antar anggota kelompok.
c) Sesuai dengan (b) tuliskan dulu nama kelompok, soal yang dipilih, kemudian nama
anda sendiri.
d) Soal diketik, hasil cetakannya diserahkan paling lambat tanggal 5 Oktober, pukul 4
sore diserahkan di MM (Telanai). Kertas jawaban soal sudah harus dilobang,
gunakan peobang standar, biar mudah dikumpulkan di satu map.
e) Soal yang telah diketik diunggah di blog, agar kelihatan mana jawaban yang mirip.
Jawaban mirip akan dinilai kurang malah akan dibatalkan. Siapa yang belakangna
mengunggah itu yang batal.
SELAMAT MENGERJAKAN
Pertanyaan
1) Define marketing and discuss how it is more than just “telling and selling.” Jelaskan dalam
hal apa orang sering menyamakan bahwa pemasaran sama dengan penjualan, berikan
contohnya.
2) Marketing has been criticized because it “makes people buy things they don’t really
need.” Kenapa orang bisa membeli sesuatu yang tidak dia butuhkan, apakah ini sering
terjadi dan bagaimana tanggungjawab pemasar dalam hal seperti ini.
3) Discuss the two important questions a marketing manager must answer when designing a
winning marketing strategy.How should a manager approach finding answers to these
questions? Berikan contoh apa yang harus dipikirkan oleh manajer pemasaran
khususnya setiap hari.
4) What are the five different marketing management orientations? Which orientation do you
believe Apple (nama produk komputer) follows when marketing products such as the
iPhone and iPad? Jelaskan apa yang dikerjakan Apple dan bagaimana menurut anda apa
itu berhasil?
5) Explain the difference between share of customer and customer equity. Why are these
concepts important to marketers?
6) Pemasar pada dasarnya menyampaikan nilai kepada pelanggan, bagaimana dampak
daripada konsep ini terhadap strategi pemasar .
7) Explain what is meant by a market-oriented mission statement and discuss the
characteristics of effective mission statements.
8) Define strategic planning and briefly describe the four steps that lead managers and a
firm through the strategic planning process. Discuss the role marketing plays in this
process.
9) Explain why it is important for all departments of an organization—marketing, accounting,
finance, operations management, human resources, and so on—to “think consumer.”
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Why is it important that even people who are not in marketing understand it? (AACSB:
Communication)
10)
Define positioning and explain how it is accomplished. Describe the positioning for
the following brands: Wendy’s, the Chevy Volt, Amazon.com, Twitter, and Coca-Cola.
Berikan salah satu contoh dari produk yang disebutkan.
11)
What is sustainable marketing? Explain how the sustainable bmarketing concept
differs from the marketing concept and the societal marketing concept. Berikan
penjelasan yang tuntas.
12)
Discuss the types of harmful impact that marketing practices can have on
competition and the associated problems.
13)
What is consumerism? Describe the rights of sellers and buyers. how companies
benefit from adhering to them
14)
Describe the two philosophies regarding what principle should guide companies and
marketing managers on issues of ethics and social responsibility.
15)
Describe the elements of a company’s marketing environment and why marketers
play a critical role in tracking environmental trends and spotting opportunities.
16)
List some of the demographic trends of interest to marketers in the United States and
discuss whether these trends pose opportunities or threats for marketers. (AACSB:
Communication; Reflective Thinking)
17)
Discuss current trends in the economic environment that marketers must be aware of
and provide examples of company responses to each trend
18)
Discuss trends in the natural environment that marketers must be aware of and
provide examples of company responses to them.
19)
Compare and contrast core beliefs/values and secondary beliefs/values. Provide an
example of each and discuss the potential impact marketers have on each
20)
Explain how companies can take a proactive stance toward the marketing
environment
21)
Discuss the real value of marketing research and marketing information and how that
value is attained
22)
Discuss the sources of internal data and the advantages anddisadvantages
associated with this data
23)
Explain the role of secondary data in gaining customer insights. Where do marketers
obtain secondary data, and what are the potential problems in using such data?
24)
What are the advantages of Web-based survey research over traditional survey
research?
25)
Compare open-ended and closed-ended questions.
26)
When and for what is each type of question useful in marketing research?
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27)
What are the similarities and differences when conducting
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