1 Discuss fully high involvement purchases. Give 2 examples of purchases that for you are high involvement.

2 Define core values and give some examples from the BP case. Define fully mission and give an example.

Marketing. 10th Edition, page: 47 Copyright Protected. For Academic Use Only APPLYING MARKETING KNOWLEDGE 1 (a) Using Medtroaic as an example, explain how a shown in Figure 2-7. Suggest an action that a marketing mission statement gives it a strategic direction. (bi Create manager there might take to address each factor a mission statement for your own career 2 What competencies best describe (a) your college or of the strategic markcting process? (a) planning. (b) university and (b) your favorile restaurant? 3 why does a productofensat as a question mark and The goal-setting step in the planning phase of the then move counterclockwise around the BCGs growth straiegic marketing process sets quantified objoctives for share matrix shown in Figure 2-47 4 Select one streagth, one weakness, one opportunity, mcasured results are below objectives7 Ahove objoctives?7 and one threat from the Ben & Jerry's SWOT analysis 5 What is the main resalt of each of the three phases implementation, and (c) evaluation. use in the evaluation phase. What does a manager do if building your marketing plan 1 Read Appendix A, "Building an Effective Marketing 2 Using Chapter 2 and Appendix A as guides, give focus Plan. Then write a 600-word executive summary for the to your marketing plan by (a) writing your mission state- Paradise Kitchens marketing plan using the numbered ment in 25 words or less, (b) listing three monfinancial headings shown in the plan. When you have complcted the goals and three financial goals, (c) writing your competi- draft of your own marketing plan, use what you learned tive advantage in 35 words or less, and (d) doing a SWOT in writing an executive summary for Paradise Kinchens to analysis table write a 600-word executive summary to go in the froet of 3 Draw a simple orpaniration chart for your organization your own markcting plan. video case 2 BP: Transforming Its Strategy "Beyond Petroleum" We want to get people to drive an extra prices to rise sharply during the past few decades. This block or cut across an extra lane of traffic to along with the heightened awareness of global climate choose BP over its competitors," claims Ann change in the late 1990s, created an opportunity for BP to Hand, senior vice president Global Brand transform its mssicn statement to the following Marketing and Innovation (photo below BP formerly known as British Petrolleum, business is ahout Our business is ahout finding, prodacing, and marketing the natural energy resources on which the moders werld de- is one of the world's largest producers and marketers of petroleum products. Through innovative marketing and with a focus on the environment, BP has been transforming itself into a consamer-centric provider of energy prodacts and services that are broader than just oil and gas Pnds BP then reorganized itself primar- ly into two strategic performance (ie, basiness) units to suppoet its mission. These SPUs" consist of activities related to the (I) discovery and production of oil and natural gas and (2) refining and markcting of KEY ELEMENTS IN BP'S BEYOND PETROLEUM Increased energy demand due to the growing economies of both the devel- oped and developing countries as well as supply constraints have caused oi BP also identified and evaluated many opportunities to increase ts sales and profits. One stralegy was through axquisitions. During the late 1990s, BP investod $120 billion to add competiors AmoOD, ARCO, and 47