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© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 1 Marketing in Today’s Economy
Exercise 1.1 CarsDirect http://www.carsdirect.com
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?
2. 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 1.2 Daytona 500 http://www.daytonainternationalspeedway.com
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?
2. 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?
