1.Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, "If we aren't customer driven, our cars won't be either." Explain how this statement reflects the marketing concept.

2."People don't know what they wantthey only want what they know." - How does this statement apply to marketing?

3.How does Philip Morris handle the sensitive issues associated with marketing tobacco? What kind of information does its website athttp://www.philipmorris.com/provide about smoking and its negative effects on health? How do you think Philip Morris is able to justify such marketing tactics? After browsing the site, do you think that approach makes the company more or less trustworthy?

4.Suggest some techniques that can make your school enrollment marketing plan more effective? (What could a school do to attract more students?) How would you market these ideas?

5.You have decided to start your own business,why is it important to have a marketing plan?