Chapter 1

Chapter 1
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
106) Briefly compare and contrast the concepts of needs, wants, and demands, giving an example of each.
Discuss
how these concepts relate to marketing practices.
107) In a short essay, explain how and why marketers go beyond selling a product or service to create
brand
experiences.
108) Compare the selling and marketing concepts, listing the key components of each philosophy.
109) Briefly explain the societal marketing concept. Give an example of an organization that has effectively
used the
societal marketing concept.
110) Define customer relationship management and explain its associated tools and levels of relationships.
111) Explain why the aim of customer relationship management is to create not just customer satisfaction,
but also
customer delight.
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112) In a short essay, discuss the challenges and advantages that new communication technologies have
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created for
co
marketers.
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113) Define customer equity and explain how a company can increase it.
114) In a short essay, describe and compare the four types of customers classified by their potential
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profitability to an
rs e
organization. Explain how an organization should manage each type of customer.
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115) Explain how the "second coming" of the Internet offers more potential to marketers than the
overheated web
frenzy of the 1990's
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SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
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137) What should sellers consider if they wish to avoid marketing myopia? 137)
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138) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How
might you go about creating brand experiences for your customers?
138)
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139) Think about suppliers and other marketing partners. A modern marketing system relies on
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profitable relationships all along the way. How might Wal-Mart rely on their marketing
partners in order to offer low prices?
139)
140) When demand for the latest talking Elmo was at its highest, it was suggested that
is
manufacturers purposefully maintain strong demand by limiting supply, which would

drive prices up. If this were the case, explain how such manufacturers were NOT carrying
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out the production concept.

140)
141) The marketing team at Bead Beautiful, a line of jewelry targeted at pre-teenage girls, is
meeting to formulate the products' value proposition. What should team members
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consider as they define a value proposition for Bead Beautiful?

141)
142) Company X carries organizational and office supplies and follows the selling concept.
Explain how Company X may lose sight of customer relationships with their marketing
orientation.
142)
143) In nineteenth-century Dublin, Molly Malone sold cockles and mussels while shouting to
passers by, "alive-alive-oh." Was Molly taking an outside-in or inside-out perspective?
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Explain.
143)
144) Explain why electronics and pharmaceuticals manufacturers may use customer-driving
marketing.
144)
145) Explain how storing customer information in a database might better prepare car-maker
Toyota in customer relationship management (CRM).
145)
146) What determines whether sellers create basic relationships or full partnerships with
customers?
146)
147) How can a marketer increase "share of customer"? 147)
148) Explain what marketers can expect from individuals in the customer relationship group
classified as "butterflies."
148)
149) Able works in the marketing department of an international company. In what ways might
Able use modern technologies to conduct market research in order to learn more about and
better serve his company's customers?
149)
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150) In what ways might even a local retailer find itself touched by global competition? 150)
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151) How is marketing being applied in the not-for-profit sector? 151)
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152) Explain how BC Hydro's "Team Power Smart" campaign is a good example of the concept
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of demarketing.
152)
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153) Why does former CEO of Johnson & Johnson, Ralph Larsen, see corporate sponsorship of
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Safe Kids Canada as "just plain good business"?
153)
154) How has the Molson Canadian 2010 Mural Project used online social networks to practise
marketing by attraction?
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154)
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155) What makes Canada's lululemon a truly global company? 155)

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156) What are some of the challenges involved in practising not-for-profit marketing? 156)
CHAPTER 2
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107) Define strategic planning. Discuss the steps involved.

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108) What is business portfolio planning? Discuss how a company might use the Boston Consulting
Group's product
portfolio analysis method.
109) Describe some of the problems with matrix approaches.
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110) The BCG is a useful approach to evaluate current businesses. Describe a device that a firm could use
to identify
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future growth opportunities.

111) What does the term "value-delivery network" mean? Explain.
112) Define marketing strategy. Discuss the steps in formulating marketing strategy.
113) Explain why, according to the authors of your text, the four Ps concept of the marketing mix takes a
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seller's view
of the market, not the buyer's view. How should marketers consider the buyer's view?
114) Define marketing planning. Briefly outline the major steps in a marketing plan.
115) Marketing departments are organized in several ways. Discuss the most common forms of marketing
organizations.
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116) Briefly discuss how marketers measure return on marketing investment, explaining why this figure
can be
difficult to assess.
117) Discuss how Sun-Rype Products Ltd., headquartered in Kelowna, British Columbia, evolved through
its use of
product-based and geographic segmentation.
138) Why should a mission statement be market oriented instead of product or technology
oriented?
138)
139) Why should a mission statement be "motivating" instead of stated in terms of sales or
profits?
139)
140) What is a strategic business unit (SBU) and how is it involved in a business portfolio
analysis?
140)
141) Into what BCG quadrant does a high-share, high-growth SBU fall? 141)
142) What type of strategy should a company use to manage its cash cows and question marks? 142)
m
143) How might the BCG matrix represent a life cycle? 143)
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144) How might Party Planning Paradise, a company that sells a wide range of party supplies
co
for all occasions, implement a market development strategy?
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144)
o.
145) According to the product/market expansion grid, what strategy would a fast-food
rs e
hamburger restaurant follow if it offered a salad bar option during lunch hours?
145)
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146) Into what quadrant of the product/market expansion grid would a "new and improved"
product fall?
146)
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147) How are partner relationship management and the value chain related? 147)
148) Explain market targeting and the guidelines marketers should use when choosing what
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markets to enter.
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148)
149) What makes Ferrari a market nicher? 149)
150) What role does the marketing mix play in positioning? 150)
151) Why is marketing analysis such an important part of marketing management? 151)
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152) Why are many marketers today using customer-centred measures of marketing ROI? 152)
153) Why is it more strategic for Canadian Tire's mission to be about meeting the everyday
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needs of Canadians instead of simply to sell tools and home improvement items?
153)
154) What are some ways in which Tim Hortons' management has focused on product
development as a growth strategy?
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154)
155) What is the role of a company's Chief Marketing Officer (CMO)? 155)
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156) What is the purpose of the Threats and Opportunities Analysis section in a marketing
plan?
156)
157) What is meant by a "marketing dashboard"?
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CHAPTER 3
105) Who are the major players in a company's microenvironment? Explain the role each major actor plays.
106) In a short essay, differentiate between the basic marketing intermediaries.
107) In marketing, what is a public? Briefly describe the seven main types of publics faced by marketers
and explain
how marketing might communicate with these publics.
108) How can marketers use information about the demographic environment?
109) Explain the impact of the baby boomers, Generation Xers, and Millennials on today's marketing
strategies.
110) What are the major trends in today's natural environment? How do these trends affect companies?
111) Why is the technological environment such a dramatic force in today's market?
112) Explain the three main reasons the business legislation is enacted.
113) What is cause-related marketing? Give two examples of the practice and explain why companies
participate in
cause-related marketing.
114) What is the cultural trend in how people view nature? How does this affect marketers?
136) If there is one overall lesson to be learned from the opening Xerox scenario, what would it
be?
136)
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137) How have large retailers such as Wal-Mart changed the dynamics behind partnering with resellers?
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co
138) What are two potential drawbacks of creating separate products and marketing programs
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for each generation?
138)
o.
139) How do baby boomers today differ from previous generations as they neared and reached
their sixties? rs e
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139)
140) Why might marketers want to target segments of the population based on lifestyles rather
than age groups?
140)
o
141) How might geographic shifts in population impact marketers? 141)

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142) Why is it imperative that Canadian marketers be aware of increasing ethnic diversity in
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our country?
142)
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143) Briefly explain why Canadians recently amassed record amounts of debt and why the
free-spending trend has ended.
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143)
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144) Why might it be beneficial for marketers to help develop solutions to problems facing the
natural environment, such as increased pollution and shortages of raw material?
144)
145) One purpose of government regulation is to protect consumers from unfair business
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practices. List two areas in which this may occur.

145)
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146) How might a marketer act in a socially responsible way toward the general public? 146)
147) Explain the controversy surrounding cause-related marketing. 147)
148) What is the difference between a core belief and a secondary belief? Give an example of
each.
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148)
149) Why is it important for marketers to understand people's views of themselves? 149)
150) What steps might a marketer take to shift from a reactive stance to the marketing
environment to a more proactive stance?
150)
151) Why have several large marketers, including Johnson & Johnson, Avis, GM, and Ford,
signed on as Disaboom.com marketing partners?
151)
152) Explain what type of marketing intermediary a store like Winners represents and why this
group is increasingly important to marketers.
152)
153) In Canada, Ronald McDonald House Charities recognize the importance of which of the
seven types of publics?
153)
154) Explain the trend in the Canadian marketplace that has been a large factor in the success of
Montreal's Epicerie Direct.
154)
155) How does Tim Hortons proactively manage rumours and negative word of mouth? 155
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Chapter 1

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Chapter 1

manufacturers purposefully maintain strong demand by limiting supply, which would

out the production concept.

consider as they define a value proposition for Bead Beautiful?

155) What makes Canada's lululemon a truly global company? 155)

107) Define strategic planning. Discuss the steps involved.

future growth opportunities.

141) How might geographic shifts in population impact marketers? 141)

practices. List two areas in which this may occur.

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