Questions and Answers of Foundations of Marketing

List four factors that determine whether an individual or firm will act ethically. List the different ways firms could demonstrate their commitment to corporate social responsibility.
Explain the meaning of ethics and corporate social responsibility (CSR) in marketing. What are the main differences between ethics and social responsibility?
1. Assess China as a potential market for luxury cars. If you worked for a luxury car manufacturer, such as Volvo, would you enter or attempt to increase your presence in China? What entry
McCain is now a global brand, yet in each country, it alters its products and promotions to accommodate local tastes. Go to www.mccain.ca and visit the Canadian site. Now click through to the South
For many small businesses, the idea of entering a foreign market is frightening. The Government of Canada, as well as most provincial and territorial governments, now offers assistance designed
Lululemon has expanded its global retail operations through company-owned stores. In what instances might it consider using joint ventures as its global market entry strategy into new markets?
Assume you work for a Canadian-based financial services firm that claims to offer experts who personally manage clients’ accounts. The clients are unaware that most of the tax preparation work, the
Many Canadian and U.S. firms are relocating their production facilities and services overseas (outsourcing or offshoring). Why do you believe they are doing so? Do the benefits outweigh the potential
Provide an example of a potentially ethically troubling practice by a foreign firm doing business in Canada.
What is cultural imperialism? Why would a recording company like Def Jam Records need to be aware of and sensitive to this issue?
Global brands that gain status on a local level have the best of both worlds: local loyalty with all the advantages of the global connections. How do huge global companies like McCain Foods,
Volkswagen sells cars in many countries throughout the world, including Mexico and Latin America. How would you expect its market position to differ in those countries compared with that of Canada?
Now consider the political, economic, and legal systems of China versus the United Kingdom. Explain why you think one country might be more hospitable to Cervélo than the other.
Cervélo is a high-end Canadian bicycle manufacturer. Assume the company is considering entering the U.K. and Chinese markets. When performing its market assessment, what economic factors should
Of the four BRIC markets, explain why you think one country might be more welcoming to lululemon than others.
Explain how useful Hofstede’s five dimensions of culture are to our understanding of different cultures around the world. Where and how can marketers learn about the culture of a country to which
Explain how measures such as GDP, PPP (Big Mac Index), and HDI help marketers decide whether to enter a global market. What are the weaknesses of these measures?
Protectionist policies restrict trade and global marketing while trade agreements facilitate global marketing. Explain the reasons why a country may want to impose protectionist policies in some
What is political risk? Why is it important to assess political risks? How is political risk assessed? List two or three organisations in Canada that provide marketers with political risk
What are the primary considerations marketers should use in deciding whether to customise its 4Ps to specific markets?
Discuss the advantages and disadvantages of using a global product strategy (offering the same product both at home and in overseas markets).
List the five types of strategies companies could use to enter global markets. Compare these strategies in terms of level of risk, expected return, and control.
Which of the four components of market assessment do you think are often most difficult to assess? Why?
List and describe the four components of market assessments firms must conduct in order to evaluate the viability of different global markets.
What is globalisation? What are the factors that facilitate globalisation? Explain how globalisation has influenced marketing in Canada.
1. What social and mobile media tools are Dell’s people using?2. Evaluate Dell’s social media marketing strategy using the 4E framework.3. Assess their listening capabilities and how they respond
Go to http://www.radian6.com/about-us/ and check out its top case studies. How do these case studies provide insights into how listening and analytic systems can help firms improve their social media
What is your Klout score? Do you believe it is “high enough” for what you are planning to do after graduation? How would you go about increasing your score?
As an intern for Tim Hortons, you have been asked to develop a social media campaign for a new glazed muffin. The objective of the campaign is to increase awareness and trial of the new line of
If you were assessing the effectiveness of your social media marketing campaign, would sentiment analysis be helpful?
Suppose DAVIDsTEA introduced a new product called mint-enhanced tea—mint and lemon herbal tea. How should it go about creating excitement using various social and mobile media tools?
Evaluate Dell’s social media strategy using the 4E framework.
Why might it be important to develop a personal social media presence?
What are the steps in developing a social media campaign?
How do firms examine customer sentiments?
What are the three steps in developing social media engagement strategies?
On which of the 4E dimensions do social networks, media-sharing sites, thought-sharing sites, and mobile applications excel?
What is an example of a social network, a media-sharing site, a thought-sharing site, and a mobile application?
What social media elements work best for each of the 4 Es?
What are the 4 Es?
Go to couponsaver.com (www.couponsurfer.com) and identify five of the products featured. How effective are coupons for selling these products? Why? What are the benefits to the seller of using
Go to the website for Concerned Children’s Advertisers (www.cca-kids.ca/) an agency that produces and delivers social messaging campaigns on issues of challenge in children's lives. Click on the
Choose an ad that you believe unreasonably overstates what the product or service can do. (If you can’t think of a real ad, make one up.) Explain whether the ad is actually deceptive or just
How would the Lexus sales promotion differ if it was geared to a business organisation with a fleet of company owned trucks?
Suppose now that Lexus is planning a sales promotion campaign to augment its advertising campaign for the new line of light trucks. Which push and pull sales promotion tools do you believe would be
Suppose Lexus is introducing a new line of light trucks and has already created the advertising campaign. How would you assess the effectiveness of the campaign?
Choose one of the ads featured in this book and note its page number. What are the objectives of this ad? Does the ad have more than one objective? Explain your answer.
What are the main considerations involved in recruiting, training, and compensating salespeople?
What is sales management? Why sales management is considered a complicated task?
What is personal selling? Describe the steps in the personal selling process. Which stage do you consider to be the most important and why?
Describe the different kinds of sales promotion targeted to distribution channel members. Why are these trade channel promotions necessary? Are they ethical?
List six different kinds of consumer sales promotion tactics and discuss the advantages and disadvantages of each.
What is sales promotion? What are the main objectives of sales promotion?
List and explain some of the potential regulatory and ethical issues firms should consider when developing their marketing communications strategy.
What is the AIDA Model? How does the AIDA model facilitate the planning and execution of marketing communications?
1. What different IMC components did the Jay-Z–Bing campaign use? Were these marketing elements integrated, in the sense defined in this chapter?2. How might the various interested parties (e.g.,
The Canadian Direct Marketing Association is the primary source of information about direct marketing activities for both academics and practitioners. The website for the CMA, at
Visit http://www.taxi.ca to view the Web site of Taxi, a well-known Canadian IMC consulting firm. The site contains a lot of information about what IMC is and how it can be used effectively by a wide
You heard a friend talking about GNC’s healthy drinks and decided to visit its website. Assume that GNC used the services of behavioural advertising firm Tacoda to track how consumers move through
McDonald’s spends millions of dollars on advertising. Discuss how it can assess the impact of its advertising by using marketing metrics.
As an intern for Michelin tires, you have been asked to develop an IMC budget. The objective of the IMC strategy is to raise Michelin’s market share by 5% in the United States in the next 18
Choose one of the ads featured in this book and explain whether it uses a rational appeal or an emotional appeal.
The designer jean company Juicy Couture has embarked on a new IMC strategy. It has chosen to advertise on the NBC Nightly News and in Time Magazine. The message is designed to announce new styles for
Explain the three different ways marketers use to measure the success of their marketing communications? What types of information does each method provide?
Briefly describe the two main appeals of advertising.
Describe why a company would use a pull strategy versus a push strategy in its marketing communications.
What are the steps involved in developing an IMC campaign? Briefly explain each step.
Identify some of the key digital media that marketers are using to communicate with their customers. How are these media changing the nature of the communication between the firm and its customers?
Describe some of the elements in a PR Toolkit. Why would a company include PR in its IMC mix?
Describe the integrated marketing communication tools marketers use in campaigns.
What is meant by integrated marketing communication?
Briefly describe the marketing communication process and identify the possible sources of noise at each stage of the process.
Companies like Lee Valley Tools have expanded their offerings beyond their original channels to sell through multiple channels. Visit the company’s website (www.leevalley.com) and determine in
Suppose you are the confectionary buyer for a regional chain of grocery stores. Store policy charges a “substantial” listing fee for the placement of new items. Listing fees were originally
What options do you have for purchasing food in your town? Under what circumstances would you shop at each option? What about a family with two young children?
How does Staples.com or Officedepot.com provide value to their customers beyond the physical products that they sell? Identify some of the ways that the companies have overcome the inhibitors to
Identify three categories of products especially suited for sale on the Internet. Identify three categories that are not currently suitable for sale on the Internet. Justify your choices.
Many years ago, the corporations that sold gasoline made the strategic move to include a substantial offering of food items. Today, it is rare to find a gas station that does not sell food items.
What do retailers do to increase the value of products and services for consumers? Discuss the extent to which bricks-and-mortar retailers are threatened by Internet-only retailers with regard to
Why don’t traditional department stores have the same strong appeal to Canadian consumers that they enjoyed during their height in the last half of the twentieth century? Discuss which types of
Assume you have been given some money to invest in a retailer’s stock. What type of retailer would you choose? Provide a rationale for your answer.
Explain why it is important for retailers to develop effective retailing strategy and positioning. How do retailers develop such a strategy? Hint: Look at the various store formats of Loblaw or any
Discuss the advantages of multi-channel retailing from the perspectives of both retailers and consumers.
Explain how the Internet has helped reshape retail marketing strategies. What are some of the unique advantages between physical store retailing, website selling, and kiosks?
In this chapter, we discuss the fact that researchers have found that store image and atmospherics exert a huge impact on customers shopping behaviour. What are the key elements of a store’s
Assume that addias, the shoe manufacturer, has decided to sell expensive wristwatches for men and women. What factors should it consider when developing its strategy for choosing retail partners?
How do marketers use the 4Ps to create value in retailing?
Generally merchandise retailers are classified into several different groups such as discount stores, specialty stores, category killers, and so on. However, it seems that increasingly many of these
Discuss the types of retailers that operate in Canada and identify some of the issues facing each type.
How would a manufacturer’s strategy for choosing a retailer change depending on its overall market power and the consistency of the new product with existing offerings?
Describe the factors that manufacturers must consider when choosing retail partners.
Dell is considered exemplary in its ability to manage its supply chain efficiently. Log on to the company’s website (www.dell.com) and go through the process of configuring a computer to purchase.
Why would a big company like Nike want to develop strategic partnerships with locally owned running stores? Describe what Nike would have to do to maintain such relationships.
Discuss the advantages to a retailer like SportChek of expending the time and effort to get merchandise floor-ready at either the point of manufacture or in the distribution centre rather than having
Research the “100 mile diet” trend and discuss how growing consumer awareness of shipping costs and environmental concerns has led to a push for more locally produced foods.
Discuss the advantages and disadvantages of Dell’s decision to change from using a direct distribution strategy to a multichannel approach to distribution.
You are hired by a small bakery that wants to distribute its products through supermarkets. The market for the bakery’s products has been steadily growing, so the bakery needs to expand its
Explain supply chain management and identify the major activities that distribution channels, supply chain and logistics management involves. Identify several ways that supply chain management adds
What are the major elements of a logistics management system? Explain the benefits of a well-run just-in-time inventory management system.
Explain how supply chain management improves marketing activities.

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