CH-1
1 What value does the consumer receive by purchasing the following products or services? (a)
Carnation Instant Break- fast, (b) Adidas running shoes (c) Hertz Rent-A-Car, and (d) television
home shopping programs.
2 Each of the four products, services, or programs in question i has substitutes, Respective
examples are (a) a ham and egg breakfast, (b) regular tennis shoes, (c) taking a bus, and (d) a
department store. What consumer value might these substitutes deliver instead of those
mentioned in question 1?
3 what are the characteristics (e.g., age, income, education) of the target market customers for
the following products or services? (a) National Geographic magazine, (b) Wired magazine, (c)
Toronto Blue Jays baseball team, and (d) the Canadian Open golf tournament.
4 A university in a metropolitan area wishes to increase its evening school offerings of businessrelated courses such as marketing, accounting, finance, and management. Who are the target
market customers (students) for these courses?
5 what actions involving the four marketing mix elements might be used to reach the target
market in question 4?
6 What environmental forces (uncontrollable variables) must the university in question 4
consider in designing its marketing program?
CH-2
1 (a) Explain what a mission statement is. (b) Explain how it gives a strategic direction to its
organization. (c) Create a mission statement for your own career?
2 What competencies best describe (a) your college or university, (b) your favourite restaurant,
and (c) the company that manufactures the computer you own or use most often?
5 Many Canadian universities have traditionally offered an undergraduate degree in liberal arts
(the product) to full- time 18- to 22-year-old students (the market). How might
6 What is the main result of each of the three phases of the strategic marketing process: (a)
planning, (b) implementation, and (c) evaluation?
7 Select one strength, one weakness, one opportunity, and one threat from the SWOT analysis
for Ben & Jerry's shown in Figure 2-6, and suggest a specific possible action that Unilever might
take to exploit or address each one.
CH-3
1 For many years, Gerber has manufactured baby food in many small, single-serving containers.
In conducting an environmental scan, identify three trends or factors that
might significantly affect this company's future business, and then propose how Gerber might
respond to these changes?
2 Describe the new features you would add to an automobile designed for an aging baby
boomer. In what magazines would you advertise to appeal to this target market?
3 How have social media tools such as Facebook and MySpace changed the way that companies
market? How has social media changed how you shop and buy?
7 Today's consumer is more value-conscious. How could a retail home improvement centre sell
the same products but still offer the consumer greater perceived value? What specific things
could the retailer do?
CH-5
1 outline the consumer purchase decision process you used to select your college or university.
Discuss your perceived problem, information sources used, awareness set, evaluative criteria,
consideration set, and how happy you are with your decision.
2 Suppose research at Panasonic reveals that prospective buyers are anxious about buying
expensive high-definition television sets. What strategies might you recommend to the
company to reduce consumer anxiety?
3 A Porsche salesperson was taking orders on new cars because he was unable to satisfy the
demand with the limited number of cars in the showroom and lot. Several persons had backed
out of the contract within two weeks of signing the order. What explanation can you give for
this behaviour, and what remedies would you recommend?
CH-11
1 Listed here are four different products in various stages of the product life cycle. What
marketing strategies would you suggest to these companies: (a) Canon digital camerasmaturity stage; (b) Panasonic high-definition televisions-growth stage; (c) handheld manual can
openers--decline stage; and (d) BMW hydrogen-fuelled cars-introduction stage?
2 It has often been suggested that products are intentionally made to break down or wear out.
Is this strategy a planned product modification approach?
4 For years, Ferrari has been known as the manufacturer of expensive luxury automobiles. The
company plans to attract the major segment of the car-buying market of those who purchase
medium-priced automobiles. As Ferrari considers this trading –down strategy, what branding
strategy would you recommend? What are the trade-offs to consider with your strategy?