Contemporary Selling Building Relationships Creating Value 5th Edition Mark W. Johnston, Greg W. Marshall - Solutions

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3 Describe how marketing activities are regulated and how marketers can influence the political-legal environment.
4.. Outline the economic factors that affect marketing decisions and consumer buying power.
5... Discuss the impact of the technological environment on a firm’s marketing activities.
6 Explain how the socialcultural environment influences marketing.
7 Describe the ethical issues in marketing.0
8 Identify the four levels of the social responsibility pyramid.
1. Define marketing ethics.
2. Identify the five areas in which ethics can be a problem.
1. Define environmental scanning.
2. How does environmental scanning contribute to environmental management?
1. Distinguish between direct and indirect competition, and give an example of each.
2. What is time-based competition?
1. Identify the four phases of U.S. government regulation of business. What is the newest frontier?
2. Which federal agency wields the broadest regulatory powers for influencing marketing activities?
1. Identify and describe briefly the four stages of the business cycle.
2. Explain how inflation and income affect consumer buying decisions.
1. What are some of the consumer benefits of technology?
2. Why must marketers monitor the technological environment?
1. Define consumerism.
2. Identify the four consumer rights.
1. Identify the four levels of the social responsibility pyramid.
2. What are the benefits of green marketing?
6. Why do marketers monitor the technological environment?
9. Why is it worthwhile for a firm to create an ethics program?
10. How can social responsibility benefit a firm as well as the society in which it operates?
1. With a classmate, choose two companies or brands that compete directly with each other. Select two of the following or choose your own. Then develop a competitive strategy for your firm while your partner develops a strategy for his or hers.Present the two strategies to the class. How are they
3. The U.S. Postal Service essentially enjoys a monopoly on the delivery of most mail. With a classmate, develop a strategy for a business that would compete with the USPS in areas that firms—such as UPS and FedEx—do not already address.
5. With a classmate, research the recent trial of Bear Stearns’Matthew Tannin and Ralph Cioffi involving unethical and illegal activities. Describe the charges made against them and the outcome.Do you think they were fairly charged? Do you agree with the outcome? Why or why not?
2. Emissions standards for motorcycles took effect in 2006 under rules adopted by the Environmental Protection Agency. There were no previous emissions controls for motorcycles at all, but even under the new laws, “dirt” bikes for off-road use will be exempt. The new standards add about $75 to
1. Under what circumstances, if any, do you think locking employees in at night is appropriate?Some retail firms protect their inventory against theft by locking their premises after hours even though maintenance and other workers are inside the stores working all night. Employees have charged that
2. If you feel this practice is appropriate, what safeguards do you think should be put into effect? What responsibilities do employers and employees have in such circumstances?Some retail firms protect their inventory against theft by locking their premises after hours even though maintenance and
1. Economic environment. The U.S. Census Bureau projects what the U.S. population will look like in the next 15 to 25 years. Visit the Census Bureau’s Web site and compare its projections of the U.S. population to current figures. What will the U.S. population look like in the future? How is it
2. Fair trade coffee. Go the Web site listed below to learn about so-called fair trade coffee. Prepare a brief report on the subject.How could a coffee manufacturer or retailer integrate fair trade products into its social responsibility
3. Building a brand. Visit the Web site for footwear maker Ugg to learn about its efforts at building its brand. How has Ugg answered each of the five questions listed in the chapter concerning the development of a competitive strategy?
1. How does each of the five components of the marketing environment come into play for Dolores Labs?
2. Dolores Labs’ involvement in helping to create a system for delivering humanitarian aid to the people of Haiti after the 2010 earthquake illustrates how a high-tech business can benefit society in a “high-touch” way. What other kinds of projects could a company like Dolores Labs undertake
1. How does each of the five components of the marketing environment come into play for Dolores Labs?Software developer Lukas Biewald had a problem at the office. He needed an army of temporary workers to tackle a simple but huge task that couldn’t be automated. However, he had neither the time
2. Dolores Labs’ involvement in helping to create a system for delivering humanitarian aid to the people of Haiti after the 2010 earthquake illustrates how a high-tech business can benefit society in a “high-touch” way. What other kinds of projects could a company like Dolores Labs undertake
1. How does Scholfield Honda rate on the social responsibility pyramid? Do they meet all the criteria for a socially responsible company?When Al Gore won Best Documentary at the 2007 Academy Awards for his 2006 film, An Inconvenient Truth, the environment was still seen as an issue only for
2. What social and cultural changes have affected the way car manufacturers design and market their products?When Al Gore won Best Documentary at the 2007 Academy Awards for his 2006 film, An Inconvenient Truth, the environment was still seen as an issue only for activists. Jokes were made.
3. Should governmental regulations be placed on companies’claims that their products are green? Should official classifications for environmental friendliness be defined?When Al Gore won Best Documentary at the 2007 Academy Awards for his 2006 film, An Inconvenient Truth, the environment was
1 Describe the growth of Internet use worldwide.
2 Define e-business and e-marketing, and list the opportunities e-marketing presents.
3 Distinguish between a corporate Web site and a marketing Web site.
4 List the major forms of B2B e-marketing.
5 Explain businessto-consumer (B2C)e-marketing.
6 Identify online buyers and sellers.
7 Describe some of the challenges associated with online marketing and e-business.
8 Discuss how marketers use the communication function of the Web as part of their online marketing strategies.9 Outline the steps involved in developing successful e-business Web sites, and identify methods for assessing Web site effectiveness.
1. Who shops online? Are the characteristics of online shoppers changing?
2. What are some of the capabilities e-marketers might add to their Web sites in the future?
1. What is B2B e-marketing? How large is it relative to consumer e-marketing?
2. Define EDI and Web services.
3. Briefly explain how e-procurement works.
1. What is B2C e-marketing?
2. Explain the difference between a shopping Web site and an informational Web site.
3. Discuss the benefits of B2C e-marketing.
1. Explain the difference between a corporate Web site and a marketing Web site.
2. Why would companies not sell products on their Web sites?
1. How would you describe the growth of Internet use worldwide?
2. What do most U.S. consumers do online?
1. Define e-marketing.
2. Explain the difference between e-business and e-marketing.
3. What are the major benefits of e-marketing?
1. What are the basic questions a company should ask itself when planning a Web site?
2. How does the type of Web site affect measures of effectiveness?
3. Explain the difference between click-through rate, conversion rate, and engagement.
1. What are online communities and social networks? Explain how online communities can help companies market their products and improve customer service.
2. What are blogs, wikis, and podcasts?
3. Explain the differences between a banner ad, a pop-up ad, preroll video ad, widget, and search marketing.
1. What are the major challenges to growth in e-business and e-marketing?
2. Describe phishing and vishing.
3. Explain how e-marketing can create channel conflicts and copyright disputes.
1. List the five e-business categories.
4. Which is larger, B2B or B2C e-marketing?
5. How is wireless access changing e-marketing?
6. List the reasons consumers give for why they shop online.
8. What is purchase fraud?
1. In small teams, research the benefits of purchasing the following products online:a. notebook computersb. hotel rooms in Orlandoc. women’s career clothesd. auto insurance
4. Working with a small group, assume your group designs e-business Web sites. Identify a local company that operates with little or no online presence. Outline a proposal that explains the benefits to the firm of either going online or significantly expanding its online presence. Sketch out what
3. Assume you work for a U.S. company that markets its products throughout the world. Its current online presence outside the United States is limited. Outline some steps the company should take to expand its online presence internationally.
Is this policy, in your opinion, appropriate and adequate? What ethical issues does your company’s policy raise?One of the lingering impediments to e-business revolves around privacy concerns. Virtually all Web sites collect user data. Internet service providers, for example, can track where
2. How would you change the privacy policy to reflect your ethical concerns?One of the lingering impediments to e-business revolves around privacy concerns. Virtually all Web sites collect user data. Internet service providers, for example, can track where users go on the Web and store that
3. From strictly an economic perspective, is the company’s existing policy adequate and appropriate?One of the lingering impediments to e-business revolves around privacy concerns. Virtually all Web sites collect user data. Internet service providers, for example, can track where users go on the
1. Online shopping. Assume you’re in the market for a new notebook computer. Visit at least two of the Web sites listed below and review shopping suggestions and model ratings.Next, list your top two models and, using a shopping site like Shopping.com (http://www.shopping.com), search for online
2. Marketing uses of social networking. Choose two online retailers and two manufacturers. Go to each Web site. Compare and contrast how all four firms use social networking sites (such as Facebook and Twitter) to market their products. Which, in your opinion, uses social networking most
3. Search marketing. Visit the Web site listed below. Prepare a brief report outlining how to optimize the use of search marketing.Be sure to include a discussion on measuring the effectiveness of search marketing.http://www.toprankblog.com/2009/03/charting-search-engine-optimization/
1. One of the things P&G already knows about online shoppers is that they expect brand Web sites like Pampers.com to offer the most information anywhere about a product line, including all its size, packaging, and product options. Do you think online outlets like P&G’s eStore can convert more
2. Do you think personalization, customization, or behavioral targeting can help Web sites like the eStore to succeed? What sort of personal information would you be willing to share online to improve a retailer’s ability to meet your needs?Procter & Gamble (P&G), the global consumer products
1. Aside from offering good prices, how does evogear.com offer value to the consumer?When professional skier Bryce Phillips began selling closeout ski equipment out of his garage in 2001, he was hoping to make a little extra money to fund his ski vacations. Things went well with the first garage
2. Evo has opened a large brick-and-mortar store/community art space in Seattle, Washington. Go to culture.evogear.com/category/seattle/ to learn more about what the store offers.Do you think this store will distract or enhance the Web site? Consider potential channel conflicts, pricing strategy,
1. What is LEED, and how does adhering to LEED standards help create a story to market the town to the world?May 4, 2007, started out more or less like any other spring day for the 1,500 residents of Greensburg, Kansas. There was talk of storms later in the day, but few paid much attention—the
2. What are the major challenges Greensburg GreenTown faces in gaining support for the green rebuilding efforts? What social and political views might they have to change?May 4, 2007, started out more or less like any other spring day for the 1,500 residents of Greensburg, Kansas. There was talk of
3. Who is Greensburg GreenTown’s “customer”?May 4, 2007, started out more or less like any other spring day for the 1,500 residents of Greensburg, Kansas. There was talk of storms later in the day, but few paid much attention—the folks in this rural community had seen their share of storms
4. Do you think Greensburg GreenTown’s Web site (www.greensburggreentown.org) is an effective marketing tool?May 4, 2007, started out more or less like any other spring day for the 1,500 residents of Greensburg, Kansas. There was talk of storms later in the day, but few paid much attention—the
5. Place yourself in the role of assisting Daniel Wallach and write a report (3 to 5 pages) that comments and provides recommendations on a specific product (i.e., low-flush toilet, solar or wind technology for power generation) and how to maximize the use of this technology.
List three or four criteria you could use to qualify a lead as a likely prospect. How would you find out if the lead meets these criteria?
What are some reasons a potential prospect might not be readily accessible? How far should you go to try to overcome such an accessibility problem before you move to the next lead?
Pick any three of the sources of prospects discussed in the chapter and pick a product or service you like. Develop several ideas for how you would use each source to locate leads for the product or service you are interested in selling.
Who is currently in your own network that you could use for prospecting? How might you add to your network?

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Contemporary Selling Building Relationships Creating Value 5th Edition Mark W. Johnston, Greg W. Marshall - Solutions

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