1. Why have marketers increasingly turned toward word-of-mouth in recent years?
2. Your friend knows nothing about marketing. Explain to her what the marketing mix is. Be sure to list the variables and briefly describe or define each for her.
3. In the Five Forces video posted online, Michael Porter uses the Five Forces model to explain why the airline industry is one of the "least profitable industries known to man". List each of the five forces in his model and explain what he says about two of them in relationship to the airline industry.
4. Explain why the American Heart Association would need management, even though its goal is not profit related.