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Chapter 11 - Marketing Strategies for a Digitally Networked World
End of Chapter Discussion Questions and Answers
1. As director of marketing of a medium-sized Canadian sporting goods manufacturer
that produces helmets for use in sports, such as cycling, skiing, hockey, and football,
you have been considering using the internet as a marketing tool. Although your
helmets are sold in retail stores and to schools and athletic programs across Canada,
you believe the company could reach a bigger audience and sell more helmets if the
company also sold the product online at the company’s website. What arguments
would you use to convince the CEO that online marketing is a good strategy?
Answer:
Student answers may vary. Answers may contain the following elements:
Consumers are more likely to search and purchase online than ever before
2. In meeting with the CEO of the helmet manufacturer, you have been asked to outline
the possible threats of selling the product online. Explain.
Answer:
Students’ answers may vary. Answers may contain the following elements:
3. You have been hired to do some marketing research for a candy company that sells its
products mainly to kids that represent all races and economic levels. The company is
leaning toward using the internet to conduct the research. Its reasoning is that
web-based marketing research is easier, faster, and cheaper than more traditional
methods. Why might you persuade the company to think otherwise?
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© 2014 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.
Chapter 11 - Marketing Strategies for a Digitally Networked World
Answer:
Student answers may vary. Answers may contain the following elements:
The web is not truly representative of the population as a whole. It tends to over represent:
4. What characteristics are common among industries that are highly susceptible to being
revolutionized by digital technologies?
Answer:
Students should be able to identify that industries that are highly susceptible to being
revolutionized by digital technologies can benefit from:
c
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© 2014 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.
