DISCUSSION STARTERS
Discussion Starter 1: Monopoly
ASK: Have you ever heard anyone call Google a monopoly? Did you know that the company was
declared a monopoly in France, where antitrust legislation tends to be stricter than in the United States?
Many have accused Google of being a monopoly, and therefore engaging in unfair business practices.
These rumblings grow larger every time Google enters a new market. Its size and clever business tactics
always seem to quickly give the company market dominance. The accusations of monopoly have been
ASK: Do you think Microsoft is a monopoly? If yes, is it a bad thing?
Students should be able to defend their stance on this issue. Basically, it is not always a bad thing to have
access to only one system. However, monopolies limit choice and do not allow for fair market pricing.
Discussion Starter 2: Consumer Confidence Index
ASK: Have any of you heard of the Consumer Confidence Index (CCI)?
The CCI is derived from the Consumer Confidence Survey given to a representative sample of 5,000 U.S.
ASK: How would marketers use the CCI?
By tracking the CCI marketers can make better predications about how much consumers will be willing to
Discussion Starter 3: Sociocultural Forces
Facebook is facing backlash for a psychological study it performed without user consent. Facebook
manipulated the message streams of nearly 700,000 users in 2012 to analyze their subsequent
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consumers on the benefits of healthy living. By paying careful attention to changing trends, Whole
Foods has been able to identify major concerns and tailor its business practices accordingly.
Questions for Discussion
1. How has Whole Foods been successful in the highly competitive supermarket industry?
Whole Foods has adopted the value of putting the customer first. It offers quality products,
2. How does the company adjust to changes in economic conditions?
Whole Foods engages in environmental scanning, which helps it to stay aware of changes in the
3. How will changes in sociocultural forces provide opportunities for Whole Foods in the
future?