Question: Case 1: Monsanto: Linking Core Competencies to Market Opportuniry
1. What are the major strengths, weaknesses, opportunities, and threats (SWOT) associated with Monsanto?
2. Explain how Monsanto has utilized the marketing concept and developed a market orientation.
3. What is the importance of gaining the support of Monsanto's stakeholders in achieving long-term success ?
Case 2: Marriott: Getting Down to Business with Business Travelers
1. How is Marriott segmenting the market for hotel services ?
2. Which of the three targeting strategies is Marriott using? Explain your answer.
3. As Marriott builds more green hotels, should it reposition its hotel brands as being environmentally friendiy? 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 play in McDonald's marketing?
2. How is McDonald's using marketing to spark learning and positive attitudes toward its brand and offerings?
3. Why would McDonald's select businesses as a target market for its Arch Cards?
4. What environmental forces have created challenges for McDonald's in global markets? What forces have created opportunities in global markets?