Marketing Chapter 3 Technological Forces Affect Customer Value Two Ways First Customer Value Increased

342) Identify the five environmental forces that affect an organization, and explain using the

coffee industry as an example. What might you predict would be the future of the coffee

industry.

343) Give an example of how each of the five environmental forces can impact an organization’s

marketing environment.

344) Describe the four generational cohorts that are of interest to marketers today.

345) Which generational cohort is also known as the baby bust? Describe the interests and

lifestyles of this cohort and explain why it is important to marketers.

346) Which generational cohort is often referred to as the echo-boom or baby boomlet? Describe

the interests and lifestyles of this cohort and explain why it is important to marketers.

347) Explain the trends in the racial and ethnic composition of the United States. How can

marketers use this information?

348) How do the macroeconomic conditions as well as consumer income affect marketing?

349) Define technology. How does it affect marketing?

350) How does technology affect customer value?

351) Explain marketspace and electronic commerce and their relevance for marketing.

352) There are only three major recording labels in the world— Sony BMG, Universal Music

Group, and Warner Music Group. They are responsible for the vast majority of music recordings

that are made. Harry says that these three music companies operate as an oligopoly. Maryanne

says that they operate as monopolistic competition. Explain how each came to his or her

conclusion. Who is correct?

353) Explain the difference(s) between the Sherman Antitrust Act, the Clayton Act, and the

Robinson-Patman Act, all of which were enacted to protect competition.

354) What is the difference between a patent and a copyright? Digital technology has required

what additional recent legislation?

355) What actions does the Federal Trade Commission have the power to implement when

dealing with deceptive or misleading advertising and unfair business practices?

356) Some industries have opted for self-regulation of their members to ensure that each acts

fairly. Discuss potential problems associated with self-regulation, and give an example of it.

357) Describe the difference between ethics and laws.

358) Describe each of the three factors included in the framework for understanding ethical

behavior that influence one’s personal moral philosophy and ethical behavior.

359) Explain the difference between societal culture and business culture.

360) How did President John F. Kennedy move American business culture away from the

concept of caveat emptor in the 1960s?

361) Business culture affects ethical behavior in competition. Briefly discuss the two most

common kinds of unethical competitive behavior. In answering, provide concrete examples for

both.

362) Identify and describe the two types of personal moral philosophy.

363) Define the moral philosophy of utilitarianism and explain its relationship to capitalism.

364) Body Bazaar: The Market for Human Tissue in the Biotechnology Age is a book by Lori

Andrews and Dorothy Nelkin. According to the book, “Body parts are bought and sold for

medical research, diagnostics, and therapies. They are marketed to museums and personal

collectors. And pieces of people are increasingly being used as raw materials for products—from

placenta-enriched shampoos to experimental DNA-run computers. Blood has become one of the

most valuable commodities on Earth. While petroleum sells for $100 a barrel, an equivalent

quantity of blood products is worth $67,000.” Use this quote to explain why ethics is such a

difficult concept to understand.

365) Describe the three major concepts of social responsibility.

366) An increasing percentage of turkeys are now being marketed as “free range.” Consumers

typically pay $1 more per pound for free-range turkeys, which are thought to have lived more

“humane” or “avian” lives—and as a result, to taste better than conventionally raised turkeys.

The USDA defines a free-range bird as one that has been allowed “access to the out-of-doors.”

Are turkey growers who allow their birds to access the out-of-doors only moments before they

are killed acting in a socially responsible manner?

367) A recent survey found that 79 percent of Internet and e-commerce companies take

absolutely no social responsibility. Even more worrying is the finding that 75 percent of these

Internet companies justify this omission on the grounds that they don’t have any environmental

or social impacts, while 55 percent said they didn’t have time to think about these issues, and 50

percent said they didn’t have the expertise to address them. Would these Internet-based

companies benefit from acting more socially responsible? Explain your answer.

368) Define green marketing and provide an example.

369) What is the difference between standard charitable contributions and cause marketing?

370) MasterCard International links usage of its card with fund-raising for institutions that

combat cancer, heart disease, child abuse, and muscular dystrophy. MasterCard gives a modest

percentage of charges from its credit card charges to the institutions. What is this called and how

does it affect cardholders’ behavior?