1. The Internal Environment

What is the name of the holding company?

What is the company mission statement?

What is the company culture?

What are the Mistakes of Omission?

What are the Mistakes of Commission?

2. The Customer Environment

a. Why (and how) do customers select the firm's products? What differentiates this company from the competition?

Describe the advantages of the firm's products relative to competing products. How

well do the firms products fulfill customers' needs relative to competing products?

Describe how issues such as brand loyalty, value, commoditization, and affect customers' purchase behaviors

b. Why do potential customers NOT purchase the firm's products?

What are the features, benefits, and advantages of competing products that cause non-customers to choose them over the firm's products?

Describe the potential for converting non-customers into customers.

Chapter 9: Kmart and Sears: A Hedge Fund Managers Disaster

marketing