BA 2663

Review Questions 1. Briefly define the term marketing mix and distinguish it from the term marketing strategy. Answer: Most companies use the term marketing mix to describe the combination of elements that they use to achieve their goals for selling and promoting their products and services. When a company decides which elements it will use, it calls that particular marketing mix its marketing strategy. 2. In one or two paragraphs, explain how the Internet helps marketers deal with the i...

OVERVIEW In 1999, an entrepreneur called Zhang Gang founded Little Sheep Catering Chain Co. in Inner Mongolia, one of the most remote and underdeveloped corners of the world. Zhang managed to open two additional restaurants within two months, with a very enthusiastic customer response. Notwithstanding this success, To prepare for an initial public offering (IPO), he believed that the company needed to attract not only additional capital, but also a partner with the capability to provide muc...