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1 – Visit the U.S. Census website. What information can you find on this site that will help you to estimate size of market for your marketing plan topic? 2 – By using the Internet to also research articles written by trade journals and industry experts, what other relevant information […]

Buyology: How “Neuromarketing” Is Trying to Understand Consumers. Read the Marketing Matters box on page 201 in the text. 1 – Why is neuromarketing important to marketers? 2 – What do you think about neuromarketing? 3 – Are you concerned that marketers will invade your privacy by influencing what you […]

“To Which Flock Do You Belong?” Read the Marketing Matters box on page 226 in the text. Go to www.mybestsegments.com and click the “You Are Where You Live” image. Then type in your ZIP code to find out what the most common segments are in your neighborhood. 1 – How […]

When a National Brand Doesn’t Work in an Unfamiliar Market. Read the Marketing Matters box on page 250 in the text. 1 – What went wrong for these new product examples? 2 – What are some of the marketing reasons that new products fail? 3 – What are some organizational […]

Mary Kay, Inc.: Building a Brand in India. Read the Mary Kay case study on pages 290–293 in the text. You may also choose to visit the publisher’s website to view the video, but this is optional. 1 – What is a positioning statement? 2 – What information should be […]

Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder. Read the Marketing Matters box on page 346 in the text. 1 – Why didn’t Energizer capture market share from Duracell when it priced its Advanced Formula brand the same as its standard AA battery? 2 – Consider […]