Homework Assignment 1 (Chapters 1 & 2)

1) Does a firm have the right to “create” wants and try to persuade consumers to buy products and services they didn’t know about earlier? What are examples of “good” and “bad” want creation? Who should decide what is good and bad?

2) (a) Using Medtronic as an example, explain how a mission statement gives a strategic direction. (b) Create a mission statement for your own career.

3) Compare the advantages and disadvantages of Ben & Jerry’s attempting to expand sales revenues by using (a) a product development strategy or (b) a market development strategy.

You will use APA citation format for your written assignments.

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