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Students are likely to argue that the Red Cross is very customer-oriented. In addition to areas
devoted to the agency and its services, the website also offers a “store” and information related to
community-based activities.
Chapter 3 Collecting and Analyzing Marketing Information
Exercise 3.1 R.J. Reynolds Tobacco Company http://www.rjrt.com
1. Describe the internal, external, and customer environments that influence R.J. Reynolds’ marketing
strategies. Which issues seem to be perennial problems for the company?
2. How has R.J. Reynolds used its marketing strategy to counteract negative influences within its
operating environments?
Exercise 3.2 Ben & Jerry’s http://www.benjerry.com
1. Based on Ben & Jerry’s website, can you determine the characteristics of the firm’s customers?
How are these customer groups related to selling ice cream?
2. How is Ben & Jerry’s website used to collect customer information?
