What are the current lifestyle and demographic trends in Canada?

1. In recent years the scope of socially responsible marketing has expanded. What was initially considered to be socially responsible marketing? What does socially responsible marketing mean today? Give examples of three activities that a socially responsible organization could be concerned with.

2. As brand manager for a line of athletic wear, you know that your brand is losing market share. To identify the true nature of the problem, you must begin the funneling process. Describe what this process is and explain what you will do and provide justification for your action plan.

3. What are the current lifestyle and demographic trends in Canada?

4. You have just purchased a new Mercedes automobile. According to Maslow’s hierarchy of needs, describe what specific needs are being met by this purchase. What specific needs have already been met that give you the freedom to consider such a purchase? What would be other important influences in this decision?

5. Assume that you have been hired to improve the marketing of your university’s residence halls. Identify the first step of the marketing process that you would undertake and describe what you could do to complete that first step.

6. Compare the consumer buying process with the B2B buying process and discuss the differences. You will need to refer to Chapter 4 and 5 to respond to this question.

7. Vertical integration and horizontal integration are corporate strategies. Explain each of these strategies and provide an example for each. Elaborate on each of your examples.

8. A marketing researcher has been commissioned to conduct a survey regarding consumers’ personal financial management behavior. The researcher is faced with the challenge that the information is of a personal nature, there are many questions that the client would like answers to, the budget is tight, and results are required in only a few months. Which survey methodology would you recommend? Justify your choice by outlining the factors you considered and explaining why the other survey methodologies were excluded.

9. Would you describe McDonald’s as having a socially responsible marketing orientation? Are their actions driven by corporate philosophy or marketing? Are they ‘greenwashing’ or are they sincere? Justify your answer with specific examples.

10. Using the purchase of green fees at a golf course as an example, outline the various steps in the consumer decision-making process.

11. Give examples to help explain the difference between the use of formal bides, quotations, and price catalogue references.

12. Five different positioning strategies were discussed in your text. Discuss these and provide an example of a product that has been positioned using each strategy. Provide an explanation to justify your examples.