Chapter 2 Suggested Answers To Questions in The Textbook
Chapter 2 Suggested Answers To Questions in The Textbook
Chapter 2 Suggested Answers To Questions in The Textbook
Reality Check
As you read Chapter 2, refer back to this opening vignette to answer the following questions:
What new services do you think that Canada Post should offer to continue to meet customer
needs?
Answer: The responses to this question will vary.
Ask Yourself
3. How are important values such as health and fitness, and environmental awareness
reflected in the marketplace today?
Answer: Concern for health and fitness is reflected in the market through an increased
number of healthy food products, the growth of the gym/fitness industry, and the
heightened media interest in this topic. Concern for the environment is reflected in the
purchase of products that are environment friendly and the evolution of a sharing
economy.
Ask Yourself
Ask Yourself
Focus on demographic forces. The Marketing Newsflash in this chapter focused on the
Chinese consumers and their shopping preferences. There are many articles that have been
written on the topic of ethnic marketing. Do some research on the topic and choose a company
that has adopted ethnic marketing strategies. Outline its strategies and tactics. Has it been
successful? What should the company do next?
Answer: This assignment gives students the opportunity to apply chapter material to a real-life
example, using the Marketing Newsflash as a foundation. There are no specific answers.
Chapter Vignette…activity
This chapter’s opening vignette examines the massive changes made at Canada Post based
upon the changes taking place in the external environment. Assume that you are a marketing
manager for UPS or FedEx. How would you respond to these changes and better compete?
Answer: Answers will vary. This will give students a good opportunity to practice the
applying the environmental scan elements to this industry. Student responses should include
all categories of environmental change, but particularly technological evolution and socio-
Research new products that have been introduced in the automotive industry. Use recent data
from Canadian newspapers (National Post, Globe and Mail), as well as other reputable
business sources such as Canadian Business, Maclean’s, and the DesRosiers Automotive
Consultants website (www.desrosiers.ca).
Review the “How Well Do You Know Gen Y vs. Gen Z?” Infographic. If you were an
automobile manufacturer, what impact would this information have on the following?
- The products that you develop to target each generational group
- The way that you communicate with each group
Answer: The students’ recommendations should refer to the differences between the Gen Y
and Gen Z with respect to ads, spending, and brands. Answers may vary.
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