Discuss the different views or interpretations of marketing as a function of business, including the AMA’s recent change in the definition of marketing. Why do you think the AMA changed the definition after 20 years?
Explain how and why the process of developing a marketing plan might be more important than the marketing plan document itself. What are the benefits of the planning process irrespective of the actual outcomes of the process?
Why have ethics and social responsibility become so important in recent years? Why is it important that marketing ethics be incorporated into the firm’s strategic plan?
Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?
Identify and explain the major characteristics of marketing objectives.
Describe how the business buying process differs from the consumer buying process. Include an explanation of the unique characteristics of business markets.
2-3 short paragraphs