(TCO A, B, C) Describe a value proposition and provide an example. How important is value to the consumer?

The value proposition formula We help [your most promising prospects] that [need help with the pressing concern you address] succeed by [providing the material improvement you will deliver]. Unlike [the alternative solution], [your solution] [describe the reason why your company is a better choice] as demonstrated by [evidence that you will deliver as promised].

(TCO A, B, C) How would you describe relationship marketing? Why are these relationships so important to successful marketing? (TCO A, B, C) What are the similarities and differences between holistic marketing and integrated marketing communications?

The AMA answer about IMC, however, is bit too specific. It says that IMC is literally custom-crafted to the target, but IMC can be far broader. Essentailly, "integrated" means coordinating the concepts communicated whether in public relations, advertising, direct mail, corporate materials, or any other form of expression. This requires a good deal of cooperation among people who can be sometimes competitive with, or hostile to, each other. I practiced this for years in both advertising and PR, most notably with American Honda Motor company. The only way IMC ultimately works is through a sophisticated and active management of corporate communications. The PROBLEM with it is that it can reduce the responsiveness of communications, add many layers of review and discourse to all communications materials, and turn really creative stuff into pablum.
(TCO A, B, C) Describe Michael Porters value chain model. What makes this an effective approach? (TCO A, B, C) What key elements should be covered when writing a good mission statement? What is the purpose of a mission statement?

An organizational mission is an organization's reason for existence. It often reflects the values and beliefs of top managers in an organization. A mission statement is the broad definition of the organizational mission. It is sometimes referred to as a creed, purpose, or statement of corporate philosophy and values. A good mission statement inspires employees and provides a focus and direction for setting lower level objectives. It should guide employees in making decisions and establish what the organization does. Mission statements are crucial for

organizations to prosper and grow. While studies suggest that they have a positive impact on profitability and can increase shareholder equity, they also support that almost 40 percent of employees do not know or understand their company's mission.
(TCO A, B, C) What is the difference between primary and secondary research methods? Provide an example of how each of these could be used.

Primary research you do yourself (like carrying out a survey for example) or translating a medieval manuscript. Secondary research is usually from printed or published sources like books and journals, where the research has been done by others.
(TCO A, B, C) Write out two different examples of closed-end questions you might use for a market research survey. http://www.canadabusiness.ca/eng/guide/3132/ (TCO A, B, C) Putting surveys aside, what other market research methods could be used to gather data? Please describe at least three.