Question 1: What is marketing myopia, and how can it be avoided?
Question 2: What is customer-perceived value, and what role does it play in customer satisfaction?
Question 3: Explain the roles of market segmentation, market targeting, differentiation, and positioning in implementing each strategy.
Question 4: What factors are contributing to the intensity of today's global competition?
Question 5: What are the advantages and disadvantages of direct investment in a foreign market?
Question 6: Name two foreign markets in which a household appliance manufacturer would be interested in investing, and two markets in which it would have no interest in investing.
Question 7: Compare and contrast core beliefs/values and secondary beliefs/values. Provide an example of each.
Question 8: Compare and contrast a company's microenvironment with a company's macroenvironment.
Question 9: Discuss the strategies used for adapting products to a global market. Which strategy is best? Compare and contrast a tariff and a quota.
Question 10: Discuss how successful airlines acknowledge different pricing strategies as they relate to the airline's overall business strategy. Provide an example(s). If possible exclude Southwest airlines in your discussion.
Question 11: Discuss how successful airlines control the use of discount fares by imposing and enforcing appropriate conditions on these fares, and how they utilize state-of-the art revenue management systems. Provide an example(s).
Question 12: What benefits do airline customers seek when they buy air travel tickets?
Question 13: Based on the article and your own knowledge has Southwest done a better job than competitors of meeting the needs of air travelers?
Question 14: How has Southwest executed value-based pricing?