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Suppose you are the marketing manager of a cereal product, like
Kellogg’s Corn Flakes. List all of the formal and informal sources
of environmental information cited in the text. Then choose three
that you think might be particularly useful for gathering information
on the cereal market and explain why you selected them.
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Traditional economic analysis views competition as a battle among
direct or indirect competitors. Discuss why marketers should take
the position that competition can be even broader and include any
organization that competes for the consumer’s purchases.
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Some marketers have been “seduced by technology;” i.e.,
they have developed new products or changed existing ones because
of technological advances rather than because of customer need. Select
and discuss an example of a product or product improvement that you
believe was changed solely for technological reasons.
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Canada values multiculturalism and encourages ethnic groups to be
proud of and enjoy their cultural heritages. Select two ethnic groups
and list some of their distinctive characteristics that might cause
marketers to develop separate marketing programs for them.
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Discuss whether undertaking more aggressive marketing approaches
during periods of lessened buying interest (e.g. during recessionary
periods) is appropriate for a firm that claims to be market-oriented,
or whether it is actually a form of sales orientation.
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Explain what resale price maintenance is and why it is illegal in
Canada under the Competition Act.
