Assignment:
Case 1: Monsanto: Linking Core Competencies to Market Opportunity
1. What are the major strengths, weaknesses, opportunities,and threars (SWOT) associated with Monsanto?
2. Explain how Monsanto has utilized the marketingconcept and developed a market orientation.
3. Vhat is the importance of gaining the support of Monsanto's stakeholders in achieving long-termsuccess ?
Case 2: Marriott: Getting Down to Business with Business Travelers
1. How is Marriott segmenting the market for hotelservices ?
2. Which of the three targeting strategies is Marriottusing? Explain your answer.
3. As Marriott builds more green hotels, should itreposition its hotel brands as being environmentallyfriendiy? Why or why not?
4. What specific types of data should Marriott have in its customer database for segmentation purposes?
Case 3: McDonald's Marketing Serves Up Global and Local Profits
1. What role do opinion leaders plav in McDonalds marketing?
2. Horv is McDonald,s raising marketing ro spark learn- ing and positive attitudes toward
3. Why would McDonald,s select businesses as a rarger marker for its Arch Cards?
4. What environmental forces have created challenges for McDonald,s in global markets?Why created opportunities in global markets?