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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
2. How do you approach buying a computer differently than your parents would?
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
3. How can firms use customer demographics like income, market size, education,
and ethnicity to market to their customers better? What are the limitations of
using just demographic information to identify your customers?
Demographic data indicates more than just income distribution, levels of education, or
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
5. Identify some recent technological innovations in the marketplace and describe
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
7. Time-poor consumers have adopted various approaches to “buy” themselves more
time, such as (a) voluntarily simplifying their complex lives, (b) using new
technologies for greater empowerment and control, (c) using their time
productively when traveling or commuting, and (d) multitasking. Identify and
describe some products and services that consumers use to implement each of
these strategies.
Examples might include:
• 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.
Students should consider companies that market to different cultural groups without
1.1.1.1.1.1.1.3 Net Savvy
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
1 Visit cool hunters (http://www.thecoolhunter.net) and identify examples that would
provide marketers insights regarding social trends.
Information on this website is constantly changing in order to highlight “all things
creative.” The purpose of this website is to be a leading authority and a global hub for
2 Visit and explore the website of your favorite breakfast cereal. Identify the
demographics of its target customer. Evaluate the effectiveness of its marketing
strategy.
1.1.1.1.1.1.1.4 Chapter Case Study: A Next-Generation Cleanser
1 What consumer trends does Seventh Generation respond to most effectively?
Seventh Generation does a great job of responding to the social trend of green 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
1.1.1.1.1.1.1.5 Additional Teaching Tips
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).
Students will tend to shy away from a marketing example so the instructor should
emphasize it need to be a clear marketing example. Once those examples are shared
(Perhaps put on the white board or transferred to the transparency of this figure), class
discussion should follow addressing the impact of the environmental factors on the
marketing strategy and how it may even impact the SWOT.
Online Tip: This exercise is easily transferred to in either an online team assignment or
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
guide that explains where the articles, commercials, and videos best fit in your Marketing
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
