Chapter 1Marketing in Today’s Economy

Exercise 1.1CarsDirect

  1. Explore the CarsDirect website, including pricing a vehicle of your choice. How successful is CarsDirect in reducing the hassles associated with buying an automobile?
  1. Does the design of the CarsDirect website convey confidence and trust in the car buying process? How has CarsDirect answered consumers’ concerns over the lack of a human element in their marketspace?

Exercise 1.2Daytona 500

  1. What is the product offered by the Daytona International Speedway and the Daytona 500? How does the Daytona 500 create and deliver customer satisfaction through the five types of utility?
  1. How does the Daytona 500 website enhance the marketing of the speedway and its events? In what sense does the website serve as a metamediary for all things NASCAR?

Chapter 2Strategic Marketing Planning

Exercise 2.1Viacom

  1. Identify Viacom’s strategic business units. What are the major competitive advantages of each SBU?
  1. Follow the links to the various MTV networks (MTV, MTV2, mtvU, and Tr3s) and read about their different audiences and marketing strategies. How dothe MTV networks fit into Viacom’s strategic planning process?

Exercise 2.2American Red Cross

  1. Based on the Red Cross’s website, can you discern the agency’s marketing strategy? Is this strategy consistent with its mission?
  1. Does the Red Cross appear to be a customer-oriented agency? How is the company using its website to build relationships with customers?

Chapter 3Collecting and Analyzing Marketing Information

Exercise 3.1R.J. Reynolds Tobacco Company

  1. Describe the internal, external, and customer environments that influence R.J. Reynolds’ marketing strategies. Which issues seem to be perennial problems for the company?
  1. How has R.J. Reynolds used its marketing strategy to counteract negative influences within its operating environments?

Exercise 3.2Ben & Jerry’s

  1. Based on Ben & Jerry’s website, can you determine the characteristics of the firm’s customers? How are these customer groups related to selling ice cream?
  1. How is Ben & Jerry’s website used to collect customer information?

Chapter 4Developing Competitive Advantage and Strategic Focus

Exercise 4.1Apple

  1. Apple is consistently rated as one of the world’s most innovative companies. What evidence to this effect do you see on the website? How has Apple translated innovation into a major strength?
  1. Most of Apple’s products carry a premium price relative to those of the competition. Does Apple’s strengths in innovation overcome its weakness in price competitiveness? Explain.

Exercise 4.2Ford Motor Company

  1. Assume you are preparing a SWOT analysis for Ford. Based on the company’s website, identify several strengths, weaknesses, opportunities, and threats. Which are the most important for Ford’s future marketing strategies?
  1. How can Ford leverage its strengths to create competitive advantages?

Chapter 5Customers, Segmentation, and Target Marketing

Exercise 5.1iVillage

  1. Describe the markets that iVillage appears to be targeting. What variables are being used to segment these markets?
  1. What companies use iVillage to promote their goods and services? Who are their target markets? Is iVillage a good metamediary for reaching these target markets?

Exercise 5.2Amazon.com

Barnes & Noble

  1. Based on their websites, compare and contrast the apparent target markets and marketing mixes of Amazon and Barnes & Noble.
  1. Describe how these companies use their websites for positioning. What aspects of company and product differentiation are apparent within each website?

Chapter 6The Marketing Program

Exercise 6.1FedEx Supply Chain Services

  1. What services does FedEx provide that would assist firms in their distribution and supply chain efforts?
  1. Why would a firm turn to FedEx Supply Chain Services rather than perform its own supply chain activities?

Exercise 6.2Golf Discount

  1. What pricing strategies does Golf Discount use? Which strategies are likely to be the most effective for novice golfers?
  1. In what ways does the Golf Discount website illustrate the shifting balance of power to consumers?

Exercise 6.3SAP

  1. What are the key benefits of implementing a supply chain solution such as SAP?
  1. What are the likely challenges in implementing a supply chain solution?

Exercise 6.4Zoo Atlanta

  1. Who are the zoo’s customers? How does Zoo Atlanta communicate with each target customer group?
  1. Based on the information contained on its website, how does Zoo Atlanta use each element of the integrated marketing communications mix?

Chapter 7Branding and Positioning

Exercise 7.1Procter & Gamble

  1. Review the U.S. product categories and brands offered by Procter & Gamble. How many of these brands are currently in your household? Which brands do you believe enjoy the highest brand loyalty? Why?
  1. Which of the brands in the list are likely to have the highest brand equity? Are brand equity and brand loyalty always closely related? Explain.

Exercise 7.2State Farm Insurance

  1. What elements of branding are visible on State Farm’s website?
  1. How is State Farm’s positioning relative to competing firms evident on its website?

Chapter 8Ethics and Social Responsibility in Marketing Strategy

Exercise 8.1Lockheed Martin

  1. Read about ethics at Lockheed Martin. How has the firm successfully integrated marketing ethics throughout its corporate culture and marketing program?
  1. Visit the company’s Integrity Minute page and view the latest video series ( Do you feel that training materials like these are effective in establishing an ethical culture at Lockheed Martin?

Exercise 8.2McDonald’s

  1. Read about McDonald’s social responsibility initiatives. How has McDonald’s integrated social responsibility with its marketing strategy?
  1. Are you surprised at McDonald’s level of involvement in giving back to its communities? Other than Ronald McDonald House Charities, why have most consumers never heard of McDonald’s many philanthropic initiatives?

Chapter 9Marketing Implementation and Control

Exercise 9.1Advance Auto Parts

  1. At Advance Auto Parts, how important are people to the implementation of marketing strategy?
  1. What implementation approach does Advance Auto Parts seem to be using? Why?

Exercise 9.2Home Depot

  1. What are Home Depot’s core values that guide its corporate culture?
  1. How does Home Depot use these values to implement its marketing strategies?

Chapter 10Developing and Maintaining Long-Term Customer Relationships

Exercise 10.1Blue Cross Blue Shield

  1. How does Blue Cross Blue Shield use its website to build relationships with customers?
  1. How does Blue Cross Blue Shield deliver exceptional quality and value to customers?

Exercise 10.2American Customer Satisfaction Index

  1. What trends do you see in customer satisfaction since the ACSI began in 1994? Which industries have fared the best?
  1. What are some potential reasons for the satisfaction trends across service sectors?

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