978-1305769786 Chapter 6 Solution Manual

subject Type Homework Help
subject Pages 9
subject Words 6217
subject Authors O. C. Ferrell, William M. Pride

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DISCUSSION STARTERS
Discussion Starter 1: How Many Markets?
This exercise involves a series of questions. Ask the students to stand or remain standing if the statement
is true for them.
(1) Are you a University/College student?
(2) Are you a University/College student in the state of ___________?
(3) Are you a University/College student in (insert your University/College name)?
(4) Are you a student in the College of Business at (insert your University/College name)?
(5) Are you a marketing major in the College of Business at (insert your University/College
name)?
(6) Are you brown haired?
(7) Are you brown eyed?
(8) Are you taller than 5’7”?
(9) Are you male?
ASK: What happened to the number standing as I went through these questions? Why did the number
standing get smaller?
Each of these questions represents a different level of market aggregation. We began with the broadest
Discussion Starter 2: Targeting by Religion or Sexual Orientation
U.S. companies are generally not allowed to discriminate on the basis of religion or sexual
orientation when hiring. For marketing purposes, should they be allowed to target consumer
segments using these same two variables?
ASK: Should marketers be allowed to target consumers on the basis of religion or sexual
orientation?
Absolut vodka targets gay and lesbian consumers with ads in specialized publications, part of its
positioning as an “open-minded brand,” according to an executive. Philadelphia ran a successful tourism
advertising campaign focusing on gay and lesbian consumers. “It’s a way to help people understand that
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