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There's no better way to explore marketing issues than through visiting
other companies, organizations, and associations right here on the Internet's
World Wide Web. For each chapter of Pride/Ferrell/Mackenzie/Snow Marketing,
Tenth Edition, we have provided a scenario and series of questions
that can only be answered by visiting the web sites indicated. Go to
chapter number:
Chapter
1: Overview of Strategic Marketing
Pharmaceutical Manufacturers Association of Canada
The Pharmaceutical Manufacturers Association of Canada (PMAC) is an
industry association that represents many Canadian pharmaceutical manufacturers.
It is a good example of a not-for-profit business organization that
recognizes the importance of marketing to its success. The site contains
a lot of information that is relevant to its many stakeholders. Explore
this site now at:
http://www.pmac-acim.org
- What types of information are available at the PMAC Web site?
- How does the PMAC Web site facilitate relationship marketing?
- What variable/s of the marketing mix does the PMAC's Internet marketing
efforts best exemplify?
Chapter
2: The Marketing Environment
Industry Canada
Industry Canada is a federal agency that has an impact on marketing
activities. To learn more about Industry Canada and its functions, look
at the Industry Canada Web site at:
http://www.ic.gc.ca/
- Based on its Web page, describe the role of Industry Canada in terms
of marketing.
- Examine the section entitled News Releases. Describe three recent
incidents of illegal or inappropriate marketing activities and the
results of these actions.
- How could Industry Canada's Web site assist a company in their marketing
activities?
The Better Business Bureau's Online Service Center
The Better Business Bureau, a nongovernmental regulatory agency supported
by businesses, has established the Online Service Center on the World
Wide Web. The Center provides instant access to business and consumer
alerts as well as helpful resources. Check out the BBB Online Service
Center at:
http://www.bbb.org
- How does the BBB's Web page benefit consumers?
- How does the BBB's Web page benefit marketers?
- What benefits would a marketer gain from joining the BBB?
Chapter
3: Marketing Ethics and Social Responsibility
KPMG
Canada KPMG's Ethics & Integrity Services tries to help Canadian companies
manage for ethical practice. Through its Web site, KPMG provides a wealth
of ethics information, including the results of KPMG's 1997 Business
Ethics Survey. You can also find hotlinks to other ethics resources.
Visit this site now at:
http://www.kpmg.ca/ethics/
- Identify an article from the Globe and Mail that deals with a marketing
ethics issue.
- Identify how the ethics issue relates to a concept covered in Chapter
3.
- Identify one item from the KPMG Web site that deals with a marketing
ethics issue that someone might encounter early in his/her career.
Chapter
5: Information Systems and Marketing Research
Statistics Canada
Statistics Canada is the national statistical agency which collects
demographic, social, socio-economic and economic data. Statistics Canada
provides many services to marketers. Visit the Statistics Canada web
site at:
http://www.statcan.ca
- What type of information is available at the Statistics Canada web
site that could assist in a market research project?
- Where does Statistics Canada get the data they provide?
- Statistics Canada provides links to other useful sites. Name a Canadian
and international site Statistics Canada recommends and explain how
a market researcher may use these sites.
A.C. Neilsen
A.C. Neilsen provides marketing research services to clients throughout
the world. A.C. Neilsen provides information relating to food, personal
and household products, durables, services, and commercial and industrial
products. Access A.C. Neilsen web site at:
http://acnielsen.com
- How can A.C. Neilsen help marketers with research and information?
- In what phase of the marketing research process can A.C. Neilsen
best assists marketing firms?
- How can A.C. Neilsen help marketing firms with the data collection
phase of the marketing research process?
Chapter
6: Consumer Buying Behaviour
The Toronto Dominion Bank
Many financial institutions in Canada have established World Wide Web
Pages. One of these institutions, the Toronto Dominion Bank (TD), has
won numerous awards for its site. Access the TD Web page at:
http://www.tdbank.ca/
- What might motivate consumers to use the Toronto Dominion Bank Internet
services?
- Is the level of involvement associated with using TD's promoted
service likely to be high or low in character? How do the company's
Internet marketing efforts address this issue?
- Discuss the consumer buying decision process as it relates to a
decision to utilize the Toronto Dominion Banks Web site.
Strategis
Industry Canada provides an online library that makes articles and
studies available to access consumer behaviour. You may have noticed
the site on your earlier visit to the Industry Canada Web site. Go to
the reference library at:
http://strategis.ic.gc.ca/
- Identify any three articles or studies that relate to roles in family
influences of buying behaviour.
- Identify any three articles or studies that could assist in understanding
culture and subculture.
- Identify any three articles or studies that could assist the marketer
in developing research to better understand consumer behaviour.
Chapter
7: Organizational Markets and Buyer Behaviour
Bombardier
Bombardier manufactures transportation, recreational, and aerospace
products. It has one of the best Internet Web sites among Canadian companies.
Visit Bombardier's Web site at the address below, and then enter the
Bombardier Aerospace section. The site address is:
http://www.bombardier.com
- To what type of organizational markets are Bombardier's Aerospace
products targeted?
- How does Bombardier's Web site address some of the concerns of organizational
buyers?
- What environmental factors do you think affect demand for Bombardier's
Aerospace products?
Pacific Fasteners
Pacific Fasteners is a distributor of corrosion resistant (e.g., made
from stainless steel, brass, bronze, monel, titanium, nylon) fasteners
(e.g., nuts, bolts, washers, screws, rivets, nails, pins). The company
has been in business for over 25 years, and now has an inventory of
approximately 16,000 items. Examine detailed information about Pacific
Fasteners and its products on its Web site at:
http://www.pacificfasteners.com
- To what types of organizational markets are Pacific Fasteners' products
targeted?
- What are some of the methods of organizational buying that Pacific
Fasteners' customers are likely to use?
- Are any of Pacific Fasteners' products based on derived demand (demand
that stems from the manufacture of consumer products)? Give examples.
Chapter
10: Developing Managing Products
IBM
IBM, one of the world's largest computer companies, has set up a Web
page to inform Internet users about the company, its people, financial
statistics, and products, as well as new developments in the computer
industry. Visit IBM's Web page at:
http://www.ibm.com
- To gain a competitive edge, IBM is constantly developing new computer-related
products. Identify a new computer-related product, how it gives IBM
a competitive edge, and the type of product it is (new product, modification
etc.).
- Describe the product adoption process for computer-related products.
How does IBM's Web page foster the adoption process?
- Click on IBM research and read about the other products IBM is currently
developing. Is IBM responding to changes in the product life cycle
for computers?
Chapter
12: Services
The Co-operators
Insurance providers have never had as many different forms of communication
available to them to market their products as they do today. However,
choosing among these options is made increasingly difficult by market
uncertainty and the ongoing fragmentation of markets and segmentation
of insurance consumers into specialized groups. In this context, use
of the Internet has emerged as a cost-effective and practical means
of marketing insurance services. One firm that has realized the benefits
of Internet marketing is the Co-operators. Check into the Co-operators'
Web site at:
http://www.cooperators.ca
- Classify the Co-operators' products as to position on the service
continuum and category of service.
- How does the Co-operators both enhance customer service and foster
better client-based relationships through its Internet marketing efforts?
- Discuss the relative presence of experience and credence qualities
in the service product offered by the Co-operators and other insurance
marketers. How does the Co-operators' Web page serve to lessen or
otherwise address potential problems arising from high levels of these
qualities?
WAVE
WAVE, a Shaw communications product, is a service that provides high
speed Internet access over cable. The WAVE service is marketed as the
next generation of interactive online services to the home by delivering
high speed services directly to the consumer's computer. To see what
the WAVE has to offer, visit its WEB page at:
http://www.wave.ca
- Evaluate the WAVE's service according to the six basic service characteristics.
- Classify the WAVE's product by category of service.
- How does the WAVE indicate what level of customer service it provides?
Chapter 14:
Wholesaling
Tenaquip
Tenaquip advertises itself as "Canada's most complete industrial
equipment and supply company." It is a merchant wholesaler that
buys a wide assortment of products and sells them to all types of organizational
customers. This type of wholesaler is often referred to as an industrial
distributor. To learn more about this organization, visit its Web site
at:
http://www.tenaquip.com
- Compare Tenaquip to Pacific Fasteners (see Internet exercise 2 for
Chapter 7). How are they similar and how do they differ?
- What does Tenaquip mean when it refers to an "Integrated Supply
Program"?
- How can Tenaquip benefit from having a home page on the Internet?
Chapter 15:
Retailing
Sears Canada
Sears Canada provides a Web page where you can browse items from many
categories, get help with gift selection, and actually place orders
online. The site also lets browsers see what's currently on sale and
view company information. Access Sears Canada's Web site at:
http://www.sears.ca
- Sears Canada advertises its online department store shopping as
a Canadian first. Are there advantages to being first to provide this
service?
- Compare the "atmospherics" of Sears Canada's Web page
to the atmospherics of a traditional Sears Canada store. Are they
consistent? Should they be?
- The text says that department stores are distinctly service-oriented.
Do you get the impression that Sears Canada is distinctly service-oriented
from browsing its Web site.
Midland Transport
Midland Transport is one of Canada's leading regional carriers, with
locations in 18 cities throughout Ontario, Quebec, and the Atlantic
Provinces. It services many locations within and among these regions,
and in the United States. Visit the Midland home page at:
http://www.midlandtransport.com
- What are the advantages and disadvantages of using Midland Transport
services--less-than-truckload (LTL) and truckload services?
- What advantage does Midland Prime Time service offer over regular
Midland Transport service?
- Why does Midland Transport offer so many different services; e.g.,
Midland Show Time, Midland Coast Line, Midland Titan Special Commodities,
etc.?
Chapter
17: Promotion: An Overview
Queen's University Alumni Association
As you will likely discover in several years, university alumni or
former student associations are themselves marketing organizations.
This is evident in the mission statement of Queen's University Alumni,
which states, "to reach out and foster a lifelong association with Queen's,
to engage our members in the life and work of the University, and to
serve the alumni community in all its diversity." Visit this Web site
at:
http://www.queensu.ca/alumni.html
- Who are the target markets for the Queen's Alumni Association's
Internet marketing effort?
- What is being promoted to these individuals?
- Choose an article from the Queen's Alumni Review and discuss how
this promotes the university and the alumni association?
Chapter 19:
Personal Selling and Sales Promotion
Canadian Professional Sales Association
The Canadian Professional Sales Association (CPSA) was founded over
one hundred years ago and now has 30,000 members across Canada. Visit
CPSA at:
http://www.cpsa.com
- What are the advantages of belonging to the CPSA?
- Click on "sales tips & techniques." Select one or two
that you feel are among the most important for a professional sales
person.
- The CPSA Web site provides links to other "cool sites for sales
professionals." One link is the CPSA Member Mall. What is the
purpose of the Member Mall?
Chapter 20:
Pricing Concepts
General Motors Canada
GM Canada has developed a comprehensive Web site where all of the company's
products can be viewed with information about dealers and prices, including
monthly payments, and the cost of leasing. It is possible to view specific
models and configure the exact automobile you desire. Go to the GM Canada
Web site at:
http://www.gmcanada.com
- Find the lowest priced Saturn available today and view it on the
GM Web site. What is the closest dealership to you?
- What are the advantages and disadvantages to leasing a vehicle versus
buying one?
- Assume you prefer to lease the Saturn. What will be the monthly
lease cost?
Chapter 21:
Setting Prices
Air Canada's Websaver Fares
In addition to providing information about its services, routes, and
fares, Air Canada is also using its Web page to sell unsold seats on
flights throughout its system. Through its Websaver program, Air Canada
sells seats as much as 70 percent below the lowest fares that would
be quoted if a consumer called a travel agent or Air Canada's 800 number.
The only way to find Websaver fares is accessing Air Canada's Web page
and subscribing to an electronic mailing list. Each Wednesday, Air Canada
E-mails the week's Websaver fares; interested fliers book the fares
by calling an 800 number. Go to the Air Canada Web site and sign up
to receive this week's Websaver fares by E-mail. When you receive them,
compare them to the lowest comparable nonWebsaver fare available through
Air Canada or travel agents.
http://www.aircanada.ca
- What are some of the factors that affect the pricing of seats on
Air Canada's flights?
- Based on Air Canada's Websaver fares, evaluate the company's perception
of price elasticity of demand. .
- How is Air Canada using price differentiation to segment markets
based on type of customer, type of marketing channel, or time of purchase?
VIA Rail: A Price for Everyone
Via Rail has one of the most interesting Web pages in Canada. In addition
to providing information about its services, routes, and fares, VIA
Rail maintains a Photo Album, where visitors can view and download pictures
of Canadian landscapes, VIA trains, and onboard services. Visit VIA's
Web site:
http://www.viarail.ca
- How does VIA Rail's pricing strategy differ from Air Canada's pricing
strategy with respect to targeting different segments of travellers?
- What are some sales promotions that VIA Rail uses to attract customers?
- Many companies differentiate among market segments when they price
their services and, increasingly, more companies are targeting the
seniors market. Is it ethical to offer lower prices to one segment
(students) than to another segment (seniors)? Would you feel the same
way if the segment getting the higher price was the businessperson
segment?
Chapter
23: Marketing Implementation and Control
Ontario Hydro
Ontario Hydro is a corporation which currently is the largest electric
utility in North America in terms of generating capacity. However, within
the next few years, life is going to change dramatically for the big
electric company. Like the airlines, communications, and financial industries,
Ontario Hydro will soon face competition. For this reason, Ontario Hydro
will soon be paying more attention to its already important marketing
strategies and implementation of those strategies. Learn more about
this organization by exploring its Web page at:
http://www.directelectricty.com
- Find Ontario Hydro's mission statement. Based on the activities
described on the organization's Web page, is the organization fulfilling
its mission?
- How is Ontario Hydro organized? Does this structure foster effective
marketing implementation?
- Discuss the future plans Ontario Hydro has for moving into its new
competitive environment.
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