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business
strategic marketing

Questions and Answers of Strategic Marketing

Watch this video: https://youtu.be/EseNAh9UwjI. Do you agree that business is “a moral endeavor”?
Look at Ben & Jerry’s values (https://www.benjerry.com/values/).What do you think about the company’s Product Mission, Economic Mission, and Social Mission? What about the social causes the firm
In your view, what does a values-based business look like? Think of an example that you have seen or read about in the news: What do you think would be different about working for a firm like that?
Have a look at the MBA Oath (http://mbaoath.org/). What do you think? Is this something you could take? Is it something all business students should take?
What does it mean for an organization to be ethical? What is the difference between an unethical act and an illegal act?
How can you minimize the amount of e-waste you produce? How often do you upgrade your smartphone or computer? Is it fair that workers in developing countries (including children) have to clean up our
Have a look at Marks & Spencer’s (M&S’s) Plan A 152(https://corporate.marksandspencer.com/plan-a). Do you sense this is a genuine effort? More importantly, is it enough?
Is sustainability a high enough priority in business, politics, and society today? Why, or why not? If not, what should be done to change that?
Have a look at this video: https://storyofstuff.org/movies/story-ofstuff/.Does it change your answer to Question 1? How do you answer the main question posed in the video: How can we make a linear
Is sustainability an issue you consider in your purchase decisions?Why or why not?
Should a firm’s overseas operations be judged by the standards (legal, economic, cultural, and moral) of the country in which it is operating or by the standards of its domestic market? Is a firm
Before reading this case, did you know about Starbucks’ C.A.F.E.Practices and the Fairtrade products the company sells? Does knowing about these products make you more likely to shop there? Do you
Is Apple a good company? Why or why not?
What is a fair wage? What does fair mean?119 What is the lowest hourly wage for which you would be willing to work? Think of some of the jobs you have done—would you have worked harder if your pay
Do you believe in the idea of fair trade? Do you know what the Fairtrade symbol looks like? Can you name a Fairtrade product that you bought recently? If so, why did you buy that product? If not, are
Are there any firms that you can think of that are currently practicing strategic CSR as defined in this chapter? If so, what is it that they are doing differently? If not, which firm is closest, and
Why is strategic CSR not a choice for companies?
Are shareholders investors, or are they speculators? Are they both?Does your answer to this question affect how you think about the stock market?
What are the five key components of the definition of strategic CSR?Which of these do you think will generate the greatest resistance or difficulty for managers?
Define strategic CSR in your own words. What are the signs you would look for to indicate that a firm has implemented a strategic CSR perspective?
If you were CEO of a firm, how would you apply a CSR Filter—what form might it take? Can you think of a company that is successfully utilizing a CSR Filter today?
What is the difference between a business-level strategy based on low cost and a business-level strategy based on differentiation? How do these different strategies affect a firm’s CSR Threshold?
Conduct a five forces analysis of the social media industry. Where do we, the public who use social media products, fit? Are we consumers or suppliers (or its workers)?We often think of ourselves as
Outline the resource perspective. Identify a firm and its core competency: How does that competency meet the three tests proposed by Prahalad and Hamel that define it as a source of sustainable
What does it mean for a firm to have a sustainable competitive advantage? What is the best way for a firm to achieve this in business today?
Is it OK for Goldman Sachs, or any other investor, to profit from prisoners, welfare recipients, preschoolers, or any other vulnerable population?
Would you think twice about investing in a sin fund if historical returns showed greater growth potential than SRI funds? What is the justification for your decision?
Think about the three dimensions of ESG—environmental, social, and governance. What is the best way to measure a firm’s performance along these dimensions? Can you think of two measures for each
When considering an investment in an ETF or mutual fund, would you consider the CSR profiles of the firms in which the fund invested?What about SRI funds?
Do you own any shares in a firm? If so, do you vote at the firm’s annual general meeting (either in person or by proxy)? Is it important for shareholders to be actively involved with the firms
Have a look at the following certification logos. Do you recognize any of them? Do you know what they measure? If you wanted to buy a product and one brand had one of these logos attached and another
Is a tobacco firm that employs thousands of people and pays high taxes better or worse than a supermarket that sells food but pays its employees low wages?
What is the relationship between selfishness and self-interest? Is there a meaningful difference between the two? What is the relationship between self-interest and social welfare? Can it be in my
In 2008, the Norwegian government introduced a law designed to force public companies to have 40 percent female directors on their boards.At the time, “only 6 per cent of directors were female”;
Should firms be persuaded to incorporate a CSR perspective voluntarily or forced to do so? Why? Which of these two approaches is ideal? Which is more realistic?
Look at Unilever’s “Sustainable Living” site(https://www.unilever.com/sustainable-living/). Before reading this chapter, were you aware of this initiative? Does it change your impression of
Assuming a firm found a profitable niche selling a product to the one billion people in the Level 1 income group (surviving on < $2 per day), how might such a breakthrough help the firm sell to the
Is it OK for a firm to profit from poverty? Are there any limits to the pursuit of profit? If so, how do we define them?
Why is it true to say that there is no economic value and no social value—there is only value? What are the implications of this argument for the CSR community?
How do you respond to the assertion that “the most important organization in the world is the company: [It is] the basis of the prosperity of the West and the best hope for the future of the rest
Is Facebook responsible for the content that appears on its site?
Respond to this quote: “The smarter we get about technology, the dumber we get about [human] relationships.”113 Is Twitter helping or hurting society?
Watch this segment of CBS’s 60 Minutes story about the flooring company Lumber Liquidators: https://youtu.be/dWu4gO9ZhKs. Do you think the investigation is fair? Is this what a media company should
Should the armed services have to answer to CNN or any other news organization? Should the media’s powers be restricted during wartime?Can the media ever represent a threat to a country’s
Does the media today report the news or distort the news? Do we watch news or entertainment? What do you think CNN’s role, or the BBC’s, should be? What about Al Jazeera or Fox News? Is news
If the idea that shareholders do not own the limited liability corporation became widely accepted, what consequences do you think this would have for the stock market and wider society? Would this be
Why is it important for advocates of CSR that the belief that shareholders own the firm is undermined?
When you own a share, what are the main rights that accompany that legal contract with the firm?
Why was the concept of limited liability introduced? What are its main advantages? Does it have any disadvantages?
Who owns the publicly traded, limited liability corporation? Why is this true?
What are the advantages and disadvantages of a firm incorporating as a benefit corporation? Is this alternative organizational form necessary?If you were starting a firm and you were in a state that
What are the arguments for having corporate governance issues regulated at the federal rather than state level? Do you support these arguments?
What is your opinion about Citizens United? Was it the correct decision by the Supreme Court? Do you think the US Constitution should be amended to read that “money is not speech, and that human
Can you imagine a world without corporations? What would we lose?What would we gain?
Make a list of the rights of a corporation and a separate list of its responsibilities. Which is longer? Why do you think this is?
Did you vote in the last major election? If so, do you think your vote was influenced by the Financial Crisis (directly or indirectly)? If not, does a better understanding of the Financial Crisis and
How many credit cards do you carry? What loans have you taken out?Do you think that reform of the credit-fueled economic model in the West is essential for a more equitable global economy?
How can a firm motivate salespeople who work on commission (as many mortgage brokers did in the run-up to the Financial Crisis) to sell products that are in their customers’ interests rather than
Given your answer to question 1, what are the main solutions to those causes? What form of global economic system should we be striving to create?
After reading this case, what do you think were the main causes of the Financial Crisis? Has anything changed today?
If a firm’s stakeholders condone the irresponsible behavior of a firm, should the firm keep acting this way, or should it change? Why?
Think about a recent example of a firm that changed its behavior in response to a stakeholder’s demands. Is this an example of corporate stakeholder responsibility?
Would you report a classmate you suspected of cheating at school?Why or why not? What is the role of the business school in teaching ethics to its students?
List three points in favor of Friedman’s view of the firm and its responsibilities and three points in favor of Handy’s view. Which position do you agree with? Why?
Who is responsible for CSR—firms or their stakeholders? Why? Is the responsibility equal, or does one party have a greater responsibility?
Using a real-life firm, list its stakeholders and use the model presented in Figure 3.4 to prioritize their importance (from the firm’s perspective).
Of the five steps of stakeholder management, which step, if missed, is likely to have the most adverse effect on the firm’s ability to build effective stakeholder ties?
What are the three main factors that should be used to prioritize among competing stakeholders? What dimensions do you think should be used? Why?
With the advent of artificial intelligence (AI) and computer learning, if a computer is able to gain consciousness, does that make it a potential stakeholder of a firm?
What is your definition of a stakeholder? Can an individual or a group self-appoint itself as a stakeholder, or does the firm need to recognize it as a stakeholder in order for it to qualify as such?
Have a look at the full-page ad for the campaign “What Would Jesus Drive?” (https://adage.com/images/random/jesus_ad.gif). What car would Jesus drive? Why?
What is your reaction to the accusation that the Islamic finance industry is generating “interest-bearing loan[s] in all but name”?116 From what you have learned in this case study, do you agree
Are you interested in a career in finance? Would you have any religious or moral concerns about working in the finance industry? Are there any jobs or industries that you would avoid based on your
Search online for an image of the Atheist Bus Campaign’s advertisements that ran on London buses (see also https://humanism.org.uk/about/atheist-bus-campaign/). What is your reaction? Do you find
What role does religion play in your life? Do you feel that the society in which you live is becoming more or less religious? Is this good or bad? Does it matter?
Is social media helping society advance, or is it holding us back?
Ten years from now, do you think these five forces will still be driving CSR? Do you see any other emerging forces (e.g., religion, technology) that might reshape CSR in the future to the same extent
For each of the five forces, can you think of a firm that is vulnerable to these shifting dynamics?
For each of these five forces, can you think of a firm that is strategically well positioned to take advantage of the changes being propelled by that force?
List the five forces driving CSR for firms today. Of these five forces, is there one that you feel is more important than the others? Defend your choice with examples from your own experience and
Why does this book favor the economic argument for CSR? Why is this argument better than the ethical, moral, or rational arguments for CSR? Do you agree?
Milton Friedman stated that “few trends could so thoroughly undermine the very foundations of our free society as the acceptance by corporate officials of a social responsibility other than to make
What are the four responsibilities of a firm outlined in Archie Carroll’s pyramid of CSR model? Illustrate your definitions of each level with corporate examples.
Define corporate social responsibility. What arguments in favor of CSR seem most important to you? Are these factors prevalent among firms today, or are they rare?
What is the purpose of the for-profit firm? What value does it create for society?
2 . If you were a marketer at a broadcast network partner of the NFL, what action might you take in response to the fact that Thursday night games have hurt the television ratings and advertising
1. Analyze the NFL’s decision to play more Thursday night games on the NFL Network. What are the ethical implications of this decision?
3. Use metrics to justify the overall grade you gave yourself. You can use any type of analytical tools(e.g., number of friends, followers, likes, Klout score, etc.) to provide support for your
2. Is the content you provide across each platform consistent? Do you have the same image across platforms? What grade would you give your overall social media portfolio? Explain your answer.
1. List the social media platforms on which you have any type of presence. How many of those platforms do you check or use at least once per week?
5. Think about a place that you have worked in the past. What kind of organizational structure did the organization have with regard to formalization and centralization? Do you think that was an
4. Do you think that bonuses should be tied to performance evaluations? Why or why not? What bonus percentage is high enough to motivate you personally?Would it make financial sense for a marketing
3. List and describe two compensation strategies for marketing employees. How effective do you think each strategy is? As you look for a job after graduation, what things about a job or compensation
2. Based on what you have read about compensating salespeople, do you think salespeople should be compensated using only fixed salary, only commission, or a combination of the two? Please explain
1. Based on your understanding of reach and frequency, would you recommend a company advertise during the Super Bowl? Why or why not?Would your answer vary depending on the type of business running
LO 14-4 Describe the barriers to implementing change in an organization.
LO 14-3 Discuss best practices for motivating and compensating marketing employees.
LO14-2 Explain the importance of analyzing the performance of each marketing mix element.
LO 14-1 Implement the key marketing performance metrics.
3. Assume you are a shareholder in a publicly traded beverage company. Would you support the company's plan to advertise to children even if its beverage is unhealthy for children? Explain your

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