Solution manual

Chapter 5 - Analyzing the Marketing Environment Marketing 5th

1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids

1.1.1.1.1.1.1.2 Marketing Applications

1. Assume you are going to open a new store selling fitness products. Describe it.

Who are your competitors? What would you do to monitor your competitors’

actions? Who are your customers? What are you going to do to appeal to them?

What are your social responsibilities, and how will you meet them?

This question asks students to think about what it would take to open a new store selling

What about buying an outfit to wear to a party? How can firms use their

knowledge of different age or generational cohorts to market their products and

services better?

Members of Generation Z were born into a world that already was full of electronic

gadgets and digital technologies. That translates into customers that are more familiar

ethnicity within a particular geographic area; marketers use this information to better

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1

Chapter 5 - Analyzing the Marketing Environment Marketing 5th

4. Identify some of the ethnicity changes in the United States. Describe how they

might affect the marketing practices of (a) a radio station in Texas, (b) food

retailers in cities, and (c) a home furnishing store in New York City.

Alternative evaluation often occurs as the consumer engages in information search, and

the various sets help organize and categorize the discovered information. Students must

how they have affected consumers’ everyday activities.

Customer satisfaction is not limited to the experience leading up to and including the

actual purchase event; it often extends beyond the purchase to user experiences after

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2

Chapter 5 - Analyzing the Marketing Environment Marketing 5th

6. Why should a t-shirt shop in the United States care about the value of the Hong

Kong dollar?

Tourists from Hong Kong when visiting the United States will spend more when the value

describe some products and services that consumers use to implement each of

these strategies.

• Recording devices such as TiVo or DVR

8. Identify a company that you believe does a particularly good job of marketing to

different cultural groups. Justify your answer.

1 Seventh Generation is the leading brand of nontoxic, environmentally safe household

products in the United States. Visit its Web site (http://www.seventhgeneration.com)

and review the philosophy behind the business. Next, review the site to identify the

products the company offers. Briefly summarize some of the consumer trends you

think are reflected. Describe the ways in which Seventh Generation’s products

address the wants and needs of its customers.

Seventh Generation is an example of a firm that centers its marketing strategy around

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3

Chapter 5 - Analyzing the Marketing Environment Marketing 5th

provide marketers insights regarding social trends.

Information on this website is constantly changing in order to highlight “all things

2 Visit and explore the website of your favorite breakfast cereal. Identify the

demographics of its target customer. Evaluate the effectiveness of its marketing

3 Which consumer trends might it be missing?

Another popular social trend is thrifty consumers. American society has become a

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4

Chapter 5 - Analyzing the Marketing Environment Marketing 5th

Perhaps the most challenging aspect of this chapter is for students to truly understand the

relationships between the areas of the marketing environment. Since the graphical figure

(page 146) appears to be self-explanatory, students tend to gloss over it in the reading

since they understand most of the vocabulary in the figure. Instructors may want to lead

a group assignment in which groups need to create a marketing situation which

demonstrates the impact of the factors (instructors can assign one per team such as

“social” to team 1, economic to team 2 and so on. The group also needs to go one step

further in assessing that factor’s effect on the completion, corporate partners, the

company and ultimately the consumer. The instructor also may elect to have teams come

up with one example of each of the factors (though this may be time consuming).

separate posts with each of the external factors becoming one of the post topics (divide

the class by last name alphabetically to answer some of the posts or have students

contribute one example to each of the posts/external factors).

Remember to review the Newsletter for Instructors and its accompanied PowerPoint

presentation, which integrates examples and discussion from the newsletter. Each

newsletter contains over ten article abstracts on hot topics, plus a selection of current

commercials and videos for you to use with your class. The newsletter also includes a

course.

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5