Question 1

HBC knows that to reach its target markets three kinds of marketing channels may be used. What are these three marketing channels and how might HBC use each of them?

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Question 2

Name a Canadian marketer and describe the ways in which they have embraced social-responsibility marketing.

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Question 3

Identify and define the traditional four Ps. Also identify the new four Ps and the reason for developing the new interpretation.

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Question 4

Illustrate the differences between a reactive market orientation and a proactive marketing orientation. Use two companies from the tennis shoe industry to exemplify the differences between the concepts.

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Question 5

You have been given the assignment of justifying social-responsibility marketing to your board of directors. What arguments would you make in favour of such a proposal?

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Question 6

The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network. What would be the parts of a marketing network for motorcycle company such as Harley-Davidson?

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Question 7

Discuss the demand states for bifocal contact lenses.

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Question 8

How is marketing done? Explain why, increasingly, marketing is not done only by the marketing department.

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Question 9

In your own words provide both a social definition and managerial definition of marketing. What is the limitation of understanding only the managerial definition?

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Question 10

Holistic marketing incorporates internal marketing, ensuring that everyone in the organization embraces appropriate marketing principles. Discuss the ways in which the Purchasing and Accounting departments of a company be more customer-minded.

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Question 11

The marketplace isn't what it used to be. List and briefly discuss what new behaviours, new opportunities, and new challenges await the marketer in the twenty-first century.

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Question 12

Consumers often have many needs that are not readily obvious. Just observing their behaviour inside a retail store is not enough to get a true feel for their "needs." List and briefly supply and example for each of the five types of needs that most consumers have.

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Question 13

With the holistic marketing philosophy as a backdrop, successful marketing is accomplished through specific tasks. Choose a well-known product and discuss some of the marketing tasks that led to building a strong brand.

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Question 14

Nahid Gupta has been given the task of developing a portion of her company's marketing mix. Specifically, Ms. Gupta has been given the responsibility for auditing all of the product area's various components. List all the areas that will most likely be included in such an audit.

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Question 15

According to information provided in the chapter, McDonald's has been involved in a variety of corporate social initiatives. Please give an example of how McDonald's might initiate cause-related marketing. In your answer be sure to define what cause-related marketing is.

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Question 16

Discuss the concept of disintermediation and provide an example.

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Question 17

New terms are now being used to describe where marketing is done. Using the automobile market, describe automotive buying behaviour for a: (1) marketplace, (2) marketspace, and (3) metamarket.

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Question 18

Arthur Jones has decided to build his manufacturing business (lawn mowers) around the production concept. If this approach is taken, what will be Mr. Jones' primary areas of concentration as he builds his business?

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Question 19

Consider what advantages consumers have today when embarking on a marketing transaction that they didn't have yesterday. Which of these advantages would factor in the search for and purchase of a new automobile?

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Question 20

The Internet has given today's companies a new set of capabilities. Among those capabilities is the ability to operate a new information channel. Name a marketer that has embraced these new capabilities and describe specific ways in which this marketer capitalizes on the internet as a powerful information channel.

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Quiz 1: Defining Marketing for the 21st Century