Marketing lab

Ch. 3

1.  Why can’t a company control the macro-environmental influences on its business?

2.  How should a liquor company react if a new law banning sale of alcohol to anyone under 26 years old is enacted?

3.  Should Apple Computers cease to manufacturer in China if it results in lost U.S. jobs and goes against American’s concept of human rights?

Ch. 5

1. Recall the last time you bought a car.  Name and describe the most important two factors that influenced your consumer behavior as discussed in Chapter 5.  How did those two factors play into your decision?

2.  What type of buying behavior do you exhibit when you go grocery shopping?  What type of buying behavior do you exhibit when you buy a computer?  What are the differences between those two  buyer behaviors?

3.  When is the last time you saw an ad on TV, read an ad in a newspaper or magazine, or heard an ad on radio that triggered a need which you acted on by starting the buyer decision process?  Describe the ad, the product and the need.

Ch. 7

1.  Why does the process of market segmentation, targeting, differentiation, and positioning have to be done in that order?

2.  Using the basis for segmenting consumers, describe a market segment for a low end Dell laptop computer.

3.  Refer to the positioning map for cars, Figure 7.3, on page 211 of your text.  What positioning space might a new car manufacturer consider in order to have a unique value proposition?  What would that value proposition be?


1.  Name one source of secondary research that is authentic and trustworthy (e.g. no wiki or Google searches) that you could look at if you wanted to find out more about the competitive environment for the soft drink industry.  Name the source and describe the information you found. Refer to the Marketing Webliography in the Marketing Toolbox for some ideas.

2.  Do companies always need to respond to completive actions?

3.  Consider the cell phone product category.  Name the market leader, market challengers, market followers and market niches.  Defend your choices.


Also answer these questions


  1. What is a marketing information system, and how is it used to create customer insights?
  2. What are the advantages of Internet-based survey research over traditional survey research?
  3. Discuss the similarities and differences when conducting research in another country versus the domestic market.
  4. Most e-book readers do not know that their reading behavior can be tracked. What ethical concerns might readers have? Are there any protections in place for consumers who may not want their reading behavior tracked?
  5. Name and describe the types of buying decision behavior and describe a personal example for each.
  6. What is a “new product,” and how do consumers go about deciding whether to adopt a new product?
  7. Explain the stages of the consumer buyer decision process and discuss how you or your family went through this process to make a recent purchase.
  8. Name and describe the three types of business buying situations.
  9. Explain what is meant by systems selling and discuss why it is a preferred approach to buying for many organizations.
  10. Describe how online purchasing has changed the business-to-business marketing process and discuss the advantages and disadvantages of electronic purchasing.
  11. Explain how companies segment international markets.
  12. Explain how a company differentiates its products from competitors’ products.
  13. In the context of marketing, what is a product’s “position”? How do marketers know what it is?

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