| Online Exercise
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Online Exercise

  1. The American Marketing Association (AMA) is the marketing discipline's primary professional organization. In addition to sponsoring academic research, publishing marketing literature, and organizing meetings of local businesspeople with student members, it helps individual members find employment in member firms. Visit the AMA web site at http://www.marketingpower.com.

    1. What type of information is available on the AMA web site to assist students in planning their careers and finding jobs?
    2. If you joined a student chapter of the AMA, what benefits would you receive?
    3. What marketing mix variable does the AMA's Internet marketing effort best exemplify?

  2. The Blue Cross Blue Shield Association of Independent Plans collectively provides insurance coverage for one in four Americans. To communicate with subscribers, potential customers, and others interested in the health-care industry, research, and insurance coverage, Blue Cross has developed a page on the World Wide Web. Explore this site now at http://www.bluecares.com.

    1. What types of information are available through Blue Cross's web page?
    2. How does Blue Cross's web page facilitate relationship marketing?
    3. What marketing mix variable do Blue Cross's Internet marketing efforts best exemplify?


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