Social Marketing To Protect The Environment : What Works 1st Edition Doug McKenzie-Mohr; Nancy R. Lee; P. Wesley Schultz; Philip Kotler - Solutions

What do you think are the key ethical issues raised in the ABC Bank case?Feedback – From a utilitarian viewpoint, it could be argued that ‘the greatest good for the greatest number’ criterion
What are the advantages to ABC Bank (see the case study) of the ‘white labelling’policy?Feedback – Although the provision of foreign exchange services in this way is costly and may be regarded
How can multi-currency payment systems like WordPay add value to both buyer and seller?Feedback – These proactive customer-sensitive methods are likely to reduce the number of order cancellations
What do you think the impact on employee behaviour of introducing widespread electronic monitoring into a workplace might be?Feedback – There should be a trade-off between monitoring and respect
The collection of information about customers is not a new activity, so why do you think there is so much concern about online privacy?Feedback – Businesses have always kept records of customer
How might a firm turn its online ethical policies to competitive advantage?Feedback – In view of the fact that Internet security has been identified as a major inhibitor to the growth of
Why do you think some organizations may be reluctant to undertake formal marketing planning, particularly for online activities?Feedback – Staff may be hostile and resistant to making the changes
How do you account for the wide-ranging scope of online marketing that is illustrated in the example plans?Feedback – You can see from the examples in the chapter that the scope of the plan can be
Which of these companies’ products would you expect to be most and least suitable for e-Retailing: Bothams, Next, Amazon, Marks and Spencer, Boots, Tesco.Feedback – According to de Kare
Why do you think Abbey National’s e-Bank is separately branded as ‘Cahoot’?Feedback – High street customers might consider they were being unfairly treated if e-Customers of the same bank
What do you consider are the main advantages of e-Retailing for a small independent baker like Bothams?Feedback – Location is unimportant; size does not matter; and e-Retailing reaches a larger
What do you think would be disadvantages of e-Retailing for an independent baker like Bothams?Feedback – A small firm might be put off by high set-up, investment and ongoing costs, plus the level
Why should an e-Business carrying out supply and promotion via the Web and email need to advertise in conventional media?Feedback – Many customers will not be aware of the business unless it uses
Why are prices sometimes lower and sometimes higher for Internet shopping compared with ‘bricks’?Feedback – Some services can be distributed much more efficiently by selling directly to
If the 4Cs and the 7Ps are superior to the 4Ps, why are the 4Ps still in extensive use as a strategy and planning framework?Feedback – Because most managers are familiar with the 4Ps. Anyway, the
The additional 3Ps were devised for an extended marketing mix for services.Why are they also useful for an e-Business selling tangible products?Feedback – ‘Service’ is becoming an increasingly
Why do you think the 4Cs are considered more customer orientated than the 4Ps?
From your reading of the Genie case study, why do you think such an expensive rebranding exercise was deemed necessary?Feedback – There has been a lot of negative publicity after early WAP services
McKinsey estimates that telematics (as discussed in the Onstar case study) could be a $100 billion business in the United States, Western Europe and Japan by 2010. This seems incredibly optimistic
Although many of the new project ideas such as wearable computers discussed in this chapter seem very exciting, what factors do you think might constrain the rate of growth and scope of these
Why do you think the response rates to early mobile advertising campaigns were so high?Feedback – Mobile advertising is still so new that the novelty factor may well apply. In the early days of the
Although the technical developments appear very exciting, to what extent do you think marketers can effectively convey brand personality through wireless media?Feedback – It is unlikely that many
What do you think are the potential opportunities of these messaging services for advertisers looking for a suitable channel through which to promote their brands?Feedback – There seems to be
How can Dell use its Web site to develop effective relationships with customers?Feedback – The segmentation by customer group allows particular parts of the site to be customized to meet diverse
Can you think of any problems that might arise with the use of ‘double opt-in’policies?Feedback – This is an emerging paradox. There is increasing pressure on companies to increase the size of
Implementing relationship marketing sounds very logical and straightforward on paper. From your reading so far, why do you think so few companies get it right?Feedback – It is not easy to get a
Do you foresee any problems with the idea of involving customers in staff development?Feedback – It seems an interesting idea, but is this really a role that many customers would seek? How would
Just what is the damage of a privacy violation, anyway?
What if you give it to another division within your own firm?
If you give a customer’s personal information to an outside company, is that a violation of the customer’s privacy?
If so, are you accountable for a partner’s privacy policies?
Do you partner with other companies to render services to your customer?
Building brand awareness online is an expensive exercise. Explain why this is so and what options are available to smaller businesses.Feedback – Building brand awareness online is rarely sufficient
Using an example of your choice, discuss how companies are reinforcing their traditional brands online.Feedback – Many ‘old-economy’ companies are reinforcing their brands online because they
Why are many ‘traditional’ brands losing their brand value in comparison with online brands such as AOL, Amazon and Yahoo!?Feedback – Brands vary in the amount of power and value they have in
In view of the difficulties discussed in the case study at the end of this chapter, why do you think traditional banks are so keen to invest in online banking services?Feedback – If one bank does
Do you think ‘networked’ or ‘virtual’ organizations are more likely to develop from established organizations or be entirely new set-ups? Give reasons for your answer.Feedback – It is much
Are networked organizations really a new phenomenon? Can you think of examples of types of business that have always been conducted in this way?Feedback – Such arrangements have been around for a
Can you think of specific examples of companies for which business priorities or industry structure dictate a more ‘unusual’ approach to Internet strategy?Feedback – Companies in the
Can you think of any other examples of well-known companies that have established separate Internet divisions?Feedback – British Airways is another high-profile organization that recently set up a
Are the users of the product the same people who are responsible for purchasing it?
Which individuals are the ‘gatekeepers’ who aim to maintain traditional buying behaviour?
Which individuals might be willing to try a new product?
How do the purchasing procedures differ from department to department?
Who has the authority to make the purchase decision?
What do you learn from the case studies about the nature of change-management challenges in the Internet environment?Feedback – It is evident from the Debenhams case that change is an ongoing
How might a project manager’s communications with ‘supporters’, ‘neutrals’and ‘opponents’ of a proposed change in marketing strategy differ in style and approach?Feedback – Supporters
Do you think it is possible to be too focused upon change management?Feedback – We are told that ‘the only constant is change’, but it is possible to be too enthusiastic, and embrace change for
How significant do you consider the Accenture research findings to be?Feedback – It is always dangerous to generalize from one piece of research.However, the results are interesting because they
Can you think of a way in which the arguments for and against online focus groups can be resolved?Feedback – Perhaps a combination of methods might be a suitable compromise.For example, offline
Can you think of any other problems in connection with Internet survey research?Feedback – As will be demonstrated in Chapter 11, there are increasing concerns about privacy and security on the
Why might data collected from an online questionnaire not be representative of the population as a whole?Feedback – The obvious answer is because not everyone has access to the Internet, but there
Which method of online primary data collection do you think is most likely to be successful? Why?Feedback – Emailing customers gives a broader reach, but the recipient then has to go online to
What method of data collection would most suited to the following research projects:2.3.1 Finding answers to ‘closed’ questions about customer satisfaction levels in order to test a set of
List the advantages and disadvantages of secondary data in comparison with primary data.
What sources of secondary data can you think of, from both inside and outside an organization?Feedback – Internally published data sources include financial records, sales records, customer
From your reading of the Boo case study, can you think of a better way of adapting the original Boo package for the relaunch?Feedback – It would probably have been wiser to sell the business as a
What are the implications of e-GM for the firm’s more traditional business operations?Feedback – From the company’s point of view, this new strategy places the Internet at the centre of its
What particular benefits does e-Commerce offer the consumer?Feedback – Demands for increased choice; demands for information; demands for interactive, online support; avoidance of travel and search
What particular benefits does e-Commerce offer the business customer?Feedback – Lower purchasing overheads; greater choice; faster fulfilment cycle time; greater ability to supply information;
Can you anticipate any problems associated with operating through extranets?Feedback – The issue of exactly who should be allowed access to data could be problematic. Imagine, for example, a
Despite the benefits listed above, why do you think companies might still be reluctant to make full use of an intranet?Feedback – A cynic might claim that ‘information is power’ and that
What do you see as a major danger for societies inherent in the Internet access scenario described above?Feedback – Evidence is mounting that the world may be dividing along the lines of the
For the behaviors you identified, do you think that a prompt or social norms approach would provide an effective tool for promoting change? Why or why not?
Alyssa works in a university administrative office. Based on a typical office environment in your area, generate a list of 10 nondivisible, endstate behaviors that contribute to Alyssa's electricity
Using the data and material presented in this chapter, how does using electricity contribute to global warming?
Marketers sometimes use fear appeals to motivate new behaviors.Should the project people fill the farm news media with water crisis talk (such as “no water will be available for Jordanian farmers
Do you think that it would be feasible to develop a contest to award prizes to those farms that have saved the most water in one year? What could farms use as evidence to establish their water-saving
Table 11.2 in the Jordanian agriculture case lists six different groups.One group is the agricultural laborers. What can you suggest that can influence poor agricultural laborers to try hard to save
How would you convince a hotel to invest in replacing low-flow toilets throughout the hotel when it would take 5 years to recover the costs?
In the hotel case under price, there is a listing of price incentives that SPU offered to hotels that adopted the desired behaviors. Do you think that SPU was too generous or not generous enough? Can
Table 11.1 listed some desirable end-state behaviors for hotels, manufacturing, agriculture, and offices. Add one or two more desirable end-state behaviors to each of the four sectors.
How can a company's desire to keep private information about their programs be reconciled with the need to quickly disseminate lessons learned across organizations?
How might the uncovering of barriers and benefits for a behavior to be targeted in an organization differ from uncovering barriers and benefits for a behavior to be targeted for a residential
Liz works in the Newport Bay region. A recent water quality report showed a high level of dissolved copper in the marine water. The reading was 29 ppb, and the state standard allows for only 3.1
The Chuyen Que Minh radio soap opera described in this chapter reported a number of positive results and changes in the practices of rice farmers in Vietnam. Do you think that a radio soap opera
Tim is a program officer for the Think Blue program in San Diego. In an effort to address coastal bacteria pollution, Tim is developing a social marketing campaign to prevent litter from entering the
Leanne is helping to develop the Smart About Salt program in Canada.The core element of the program involves training and certification for contractors who run small snow-removal businesses. From a
For the Anheuser-Busch case, what additional tools would you consider to increase employee involvement, either in suggesting new ideas or implementing recommended practices at their work location?
For the Fork It Over! case, what tools would you use to increase consumer advocacy with food businesses?
For the Green Dot® program, what do you think of the recommendation in the Critical Review section to expand the businesses practices associated with the program to include recycling and reuse
Table 8.1 (Commercial Behaviors to Help Reduce Waste) mentions several examples of end-state behaviors. What is at least one more for each of the 3Rs?
For Virginia's Native Plants case, how would you propose to make “the problem” more concrete?
For the Wildfires in the Wales case, what other substitute product might appeal more to target audiences?
Also relative to the Seafood Watch case, what should program managers do if some state decides to take issue with the classification of a fish as red, when they believe it should be green?
For the Seafood Watch case, would you put the time and effort into getting an icon for sustainable fish to prompt purchasing in grocery stores and fish markets? Why or why not?
Wendy is a program manager for StopWaste.Org, a public agency. Her organization was just awarded a large federal grant to develop and implement a social marketing campaign focused on making homes
Using the data presented in this chapter about the behaviors associated with energy consumption—and the realistically achievable reductions(see Tables 6.1 and 6.2)—identify three nondivisible,
This chapter began with a summary of the Hood River Conservation Project. What elements of the program do you think were most central to its success?
One of the programs discussed in this chapter is Colorado's ClimateSmart residential retrofit program. As mentioned, residents have been slow to respond to the program. What specific strategies might
Imagine that most households in your community are actively involved in reducing waste through curbside recycling and curbside organic collection. However, little has been done to date to encourage
Both of the cases discussed in this chapter encouraged the adoption of a variety of behavioral changes simultaneously. What are the strengths and weaknesses of programs that target multiple behaviors
Water-efficiency programs target two types of behaviors: (1) repetitive and (2) onetime. Repetitive water-efficiency behaviors include such actions as taking shorter showers and sweeping a driveway
Increasing concentrations of CO2 in the atmosphere are undetectable without scientific equipment. What might be done to counteract our perceptual limitations?
The Turn it Off program assessed short-term changes in idling behavior. How would you assess whether changes in idling were sustained?
Programs to alter modal transportation behaviors, such as carpooling, frequently involve self-reported behavioral changes. What unobtrusive measurements of travel-related behavioral changes could be
For the Scoop the Poop case, what do you think about the suggestion to influence backyard pet waste collection as well? What unique barriers can you imagine you would discover through research? What
For the Natural Yard Care case, what do you think of the viability of piloting an alternative strategy to workshops: hiring educators to go door-to-door to work one-on-one with homeowners in a
An additional barrier typical for water quality improvement behaviors is the belief that “my little part doesn't matter.” What tools would be most effective in addressing this belief barrier?
For the Nova Scotia recycling case, take another look at the list of key messages. As noted, the first three were primary messages. Do you agree with that selection? If not, what would you emphasize?

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Social Marketing To Protect The Environment : What Works 1st Edition Doug McKenzie-Mohr; Nancy R. Lee; P. Wesley Schultz; Philip Kotler - Solutions

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