Marketing 11
Chapter 1.1
Name ___________________________
What is Marketing?
I.
Provide and learn the following definitions (3):
Benefit _________________________________________________________________
Cause marketing ________________________________________________________
Exchange ______________________________________________________________
Marketing _____________________________________________________________
Marketing concept _______________________________________________________
Socially responsible marketing _______________________________________________
II.
Answer the following questions in your own words. Provide details (4).
1. What is the basic premise on which marketing is built? (1)
2. Briefly compare the operating philosophies of companies that have (3):
Production orientation
Selling orientation
1
Marketing orientation
Marketing 11
Chapter 1.1
III.
Name ___________________________
E-Assignment (5):
Go to the Tim Hortons website http://www.timhortons.com and explain how the company
has embraced the socially responsible marketing concept. Provide details and examples.
IV.
Marketing in the News (15).
Your job for this assignment is to find a minimum of three marketing related news articles on
the Internet, in a magazine or newspaper. The articles must be attached to the assignment.
For each article, complete the following:
1.
2.
3.
4.
Provide a brief summary of your chosen article. (In your own words!)
What company or organization is highlighted in your chosen article?
What made you decide that the article was “marketing related”?
Does the article discuss any of the four P’s of marketing? If so, which ones and what
does it say about each one?
Here is an example of an article that is “marketing related”. This article includes communications between
Toyota and its consumers and potential consumers. Toyota is not only assuring current customers that their
products will be repaired and that they are committed to providing a quality vehicle (PRODUCT), but is
attempting to assure the general public that they are still a trustworthy brand that produces reliable and safe
automobiles (PROMOTION).
2
Marketing 11
Chapter 1.1
Name ___________________________
Toyota announces fix to sticky gas pedals
Recall affects 4.2 million vehicles worldwide
Last Updated: Monday, February 1, 2010 | 9:34 AM ET
A quality-control employee inspects a Venza on a Toyota assembly
line in Kentucky. Toyota has launched a massive vehicle recall
because of a gas pedal problem. (James Crisp/Associated Press)
Toyota Canada says it will install a steel reinforcement bar to fix
sticky gas pedals that have led to the recall of about 270,000 vehicles
in Canada and 4.2 million vehicles worldwide last month.
The Canadian division of Toyota Motor Corp. said it will begin fixing accelerator pedals in eight recalled
vehicles by the end of this week, but it is unclear how long customers will have to wait before the problem is
addressed.
Toyota Motor Sales U.S.A. also announced Monday that parts to the gas pedals are being shipped to
dealerships and dealer training is underway to implement the fix. Repairs will have to wait until training is
completed, the company said.
Toyota says the problem stemmed from the friction-controlling mechanism inside the accelerator pedal.
Over time, the mechanism could become worn, and when combined with condensation, could "begin to
produce a sticking condition," the company said.
The remedy shipped to Toyota factories consists of a stainless steel reinforcement bar that adjusts the friction
mechanism.
"People can have high confidence that the solution eliminates any possibility of sticking accelerator pedals,"
said Stephen Beatty, managing director of Toyota's Canadian operations.
Toyota, the world's top automaker, was forced in January to halt sales of eight recalled models in North
America, including the bestselling Camry, until it fixes the issue.
The company had announced it was sending new gas-pedal systems to car factories instead of dealerships,
angering car dealers who wanted to get the fix first because they deal directly with customer concerns.
"The solution is at hand and is being rolled out to dealerships and we will begin repairing vehicles this week,"
Beatty said Monday.
Production at two Toyota manufacturing facilities in southwestern Ontario will be halted this week because of
the recall.
Source: http://www.cbc.ca/consumer/story/2010/02/01/toyota-recall-plan.html, Feb 1, 2010
3
Marketing 11
Chapter 1.1
Name ___________________________
Article # 1
1. Provide a brief summary of your chosen article. (In your own words!)
2. What company or organization is highlighted in your chosen article?
3. What made you decide that the article was “marketing related”?
4. Does the article discuss any of the four P’s of marketing? If so, which ones and what does it say about
each one?
4
Marketing 11
Chapter 1.1
Name ___________________________
Article # 2
1. Provide a brief summary of your chosen article. (In your own words!)
2. What company or organization is highlighted in your chosen article?
3. What made you decide that the article was “marketing related”?
4. Does the article discuss any of the four P’s of marketing? If so, which ones and what does it say about
each one?
5
Marketing 11
Chapter 1.1
Name ___________________________
Article # 3
1. Provide a brief summary of your chosen article. (In your own words!)
2. What company or organization is highlighted in your chosen article?
3. What made you decide that the article was “marketing related”?
4. Does the article discuss any of the four P’s of marketing? If so, which ones and what does it say about
each one?
Total ____________ / 27 points
6