Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, “If we aren’t customer-driven, our cars won’t be either.”

A). Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, “If we aren’t customer-driven, our cars won’t be either.” In at least a paragraph, explain how this statement reflects the marketing concept.

B) In at least a paragraph, discuss why a course in marketing will help you in your career in a field other than marketing.

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Instructions

Chapter 2

Imagine that you are given the task of deciding the marketing strategy for a transportation company. How do the marketing mix elements (4 Ps) change when the target market is (a) low-income workers without personal transportation, (b) corporate international business travelers, or (c) companies with urgent documents or perishable materials to deliver to customers? Identify examples for each “P” of the marketing mix.

Target Market: Low-income workers without personal transportation

• Product:

• Price:

• Place:

• Promotion:

Target Market: Corporate international business travelers

• Product:

• Price:

• Place:

• Promotion:

Target Market: Companies with urgent documents or perishable materials to deliver to customers

• Product:

• Price:

• Place:

• Promotion:

Example

Target Market: Low-income workers without personal transportation

• Product: Bus or light rail service

• Price: Inexpensive or free

• Place: Inner city

• Promotion: Billboards