11-1. What are the five forces in the external marketing environment?

11-2. What is the difference between value and utility?

11-3. What is market segmentation and how is it used in target marketing?

11-4. How does the buying behavior of consumers differ from buyers in organizational markets?

11-5. Select three everyday products (personal fitness training, CDs, dog food, cell phones, coffee, or shoes, for example). Show how these different products might be aimed toward different market segments. Explain how the marketing mix differs for each segment.

11-6. Use the five-step model of rational decision making to describe the process of selecting a college. Does this model reflect the way that you made a decision about attending college? Why, or why not?

11-7. Imagine being the marketing manager for a large U.S. hotel chain. What factors would you consider as you adapt the marketing mix to the following foreign markets: Mexico City, Dubai, Germany?

11-8. Choose an existing product that could benefit from viral marketing. Once you have identified the product, describe how you would use viral marketing to increase demand for the product.

11-9. Identify a company with a product that interests you. Consider ways the company could use customer relationship management (CRM) to strengthen relationships with its target market. Specifically, explain your recommendations on how the company can use each of the four basic components of the marketing mix in its CRM efforts.

11-10. The U.S. Census collects an enormous amount of secondary data that is useful in marketing research. Go to the American Fact Finder home page at http://factfinder2.census.gov and collect data about people living in your zip code. Compare your zip code to your state as a whole in terms of factors such as age, race, household size, marital status, and educational attainment. Based on your data, what types of retail establishments would be especially appropriate to your area?