Review Questions (with clues for answering)

Chapter 1 Introduction

1. What is the difference between the management and strategy approaches to marketing? (pg 4)
2. What are the major differences between tactics and strategies? (pg 4)
3. Which are the four stages of marketing evolution? (pg 5)
4. What is the difference between market orientation and marketing orientation? (pg 5)
5. What are the four levels of organisational strategy? (pg 5)
6. How can marketing work for SMEs? (pg 8)
7. Which are the major competencies for marketers according to Kashani (1997)? (pg 10)