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Chapter 3 Individual Assignment
Due: 9.15.2013
Discussion Questions
1. In a microenvironment, the company’s goal is to provide the fullest customer satisfaction
as possible. The philosophy is to make profits through the greatest customer service as
possible. A macroenvironment refers to the larger societal forces. The societal forces
that affect the microenvironment are: demographic, economic, natural, technological,
political, and cultural.
2. The following are the five types of customer markets:

Consumer markets: Consumer markets are bought by individuals or households
for personal utilization.

Business markets: Business markets buy goods and services for further use in the
production procedures.

Reseller markets: Reseller markets buy goods and services so it can then sell
them for a return.

Government markets: Government markets buy goods and services to create
public services.

International markets: International markets consist of buyers in other countries,
including the four markets above.
3. Core beliefs and values are passed from parents to their children. These values are
reinforced in schools, churches, etc. For example, believing in marriage is a core belief.
Secondary beliefs and values are more open to change. For example, believing that
people should get married earlier rather than later is a secondary belief.
4. Marketers should not be intimidated by changes in the environment. They should see it
as an opportunity to grow and to improve. Currently, more women are working then they
used to. Society is seeing more stay at home fathers and stay at home mothers.
Advertisements have therefore targeted both stay at home mothers and fathers, rather
than just targeting stay at home mothers. Jif is a company that comes to mind when I
think of this scenario. “Choosy moms and dads choose Jif.”
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Marketing Technology–Crowdfunding
1. According to Forbes.com, Kickstarter is ranked number one top crowdfunding site for
fundraising. Number two on its list is a site called “Indiegogo.” Indiegogo supports
dontation-based fundraising. It raises money for almost anything, from music to
finances. Indiegogo has fully funded a project for a man who wanted to create a
documentary about his wife who was diagnosed with Stage III Breast Cancer. Number
three on the Forbes.com list is a company called “Crowdfunder.” Crowdfunder works
with entrepreneurs both online and offline. Crowdfunder showcases a company called
“Aunt Bertha.” Aunt Bertha allows people to find social service programs (Barnett,
2013).
2. The Jumpstart Our Business Startups Act (JOBS Act), is a law that supports funding of
small businesses. There is no question that websites like Kickstarter.com have raised
millions of dollars for small businesses and change lives for many people. Under the
JOBS Act, susceptible investors may receive solicitations for private securities sales. The
biggest fear of state and federal laws is that crowdfunding will become crowdfrauding
(Ryan, 2013).
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References
Barnett, C. (2013, May 08). Top 10 crowdfunding sites for fundraising. Retrieved from
http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-forfundraising/
Ryan, V. (2013, June 14). Will jobs act harm naive investors?. Retrieved from
http://www3.cfo.com/article/2013/6/capital-markets_jobs-act-securities-fraud-crowdfundingprivate-placement-regulation-d-regulation-a-sec-