Thursday, October 6

Topic

To outline how our subsequent sessions will cover the broad discipline of marketing, a discipline that at its core is about processing information and making decisions to optimize the triple bottom line
- To define goals, objectives, requirements, and expectations for this course
- To outline how this course’s assignments (e.g., exercises, papers, reports) contribute to achieving this course’s goals and objectives
- To explain why the instructional methods (e.g., cases, lectures, readings, projects) were chosen to serve as this course’s subject matter
- To establish a learning environment that respects differences and diverse perspectives and makes all students feel welcome

Market Orientation: The Construct, Research Propositions, and Managerial Implications (Kohli and Jaworski 1990)
- Focus on the section titled “Explicating the Market Orientation Construct” on pages four through six

What major constituents make up a company’s external environment?
What does the term “market orientation” mean?
Describe the three types of information-processing activities that market-oriented companies engage in.

Answers to today’s discussion questions
- After signing into Blackboard, submit your answers to this folder
- By way of submitting your answers you are pledging on your honor that you neither gave nor received help while answering the discussion questions. You are expected to work alone on all aspects of them and the analysis you present should be your own.
- You will earn one point toward your in-class participation grade for marketing every time you submit your answers on time and to a satisfactory degree. Late submissions will receive zero points without exception.

Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54 (2), 1–18.