Question 1

As a marketing manager you have recognized that the "traditional household" in Canada is giving way to more diverse living arrangements. Explain how the needs of the SSWD group impact specific types of marketers.

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Question 2

What are the different income-distribution patterns? How does income distribution in the economies affect the marketing decision of the firms?

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Question 3

Mothers Against Drunk Drivers (MADD) does not try to stop the sale of alcohol, but it does promote the idea of appointing a designated driver. Relate this strategy to your understanding of core beliefs and values versus secondary beliefs and values.

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Question 4

What technology trends should marketers monitor?

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Question 5

Why should Canadian marketers like Nortel Networks and Zip.ca set their sites on Generation Y or the echo boomers?

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Question 6

Assume that you are a marketing manager for a cosmetics company that wants to maximize the potential of the aging boomers in Canada. Explain this population situation and indicate why it might be important to your company and industry.

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Question 7

Vancouver-based Lululemon is benefiting from the fact that yoga is experiencing a rebirth. Is the popularity of yoga a trend or a fad? What are the marketing implications of each for Lululemon?

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Question 8

Consumers are increasingly willing to swap personal information for customized products from firms. However, there are still consumer concerns. As the manager in charge of collecting this type of consumer data, you know that privacy issues are still a public policy hot button. What consumer concerns about their personal information are the most compelling and most difficult to deal with by the marketer?

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Question 9

Why did Neilson Dairy launch Soy Delight, a product that is an alternative to milk for lactose-intolerant Asians?

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Question 10

Your company sees unlimited opportunities for innovation. While many revolutionary products are being researched and designed, what is the biggest marketing challenge to technological innovation?

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Question 11

What does total market potential mean? How can it be estimated?

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Question 12

Within our social-cultural environment, consumers often see themselves from different views. Explain how an understanding of the view of themselves could impact a vacation marketer.

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Question 13

Gian Lorenzo, like every manager in an organization, needs to observe the outside environment, but as a marketing manager, Gian has two advantages. What are those two advantages?

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Question 14

Discuss the impact of tougher environmental regulations on businesses, citing examples whenever possible. Also, point out opportunities, if any, presented by these regulations.

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Question 15

Software developer Cognos created an internal web site called Street Fighter to improve its marketing intelligence through externally networking. What does networking externally mean? Provide another illustration to support your answer.

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Question 16

List and briefly describe the five main ways in which marketers can find relevant online information on competitors' strengths and weaknesses.

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Question 17

If you were a company's marketing information manager, you would need to realize that your marketing information system should be a cross between three areas of concern for managers with respect to information. What are those three concerns?

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Question 18

Serena Gupta's boss feels that their internal records system has supplied a wealth of information and is resistant to obtain more information about developments in the marketing environment. How could Ms. Gupta make a case for developing a marketing intelligence system and gathering "happenings" data?

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Question 19

If you wanted to access relevant online information to assess competitors' product strengths and weaknesses, but wanted to avoid any bias, what are some sites you could visit?

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Question 20

What typically would be the function of a sales information system? Provide an example to illustrate such a function.

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Quiz 3: Collecting Information and Forecasting Demand