Part 1: Application Questions

Instructor Manual for MKTG 6th Canadian Edition By Charles Lamb, Joe Hair, Carl McDaniel, Marc Boivin, David Gaudet (All Chapters 1-16, 100% Original Verified, A+ Grade) This is The Only Original and Complete Instructor Manual for 6 th

Canadian Edition, All Other Files in the Market are Fake/Old/Wrong Edition.

Part 1: Application Questions

Part 2: Integrative Cases

Part 1: Instructor Guide 1 / 4

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Chapter 1: An Introduction to Marketing

Application Questions for MKTG6Ce

• Your company president has decided to restructure the firm and become more relationship oriented.

She is going to announce the changes at an upcoming meeting. She has asked you to prepare a short speech outlining the general reasons for the company's new orientation.ANS: Students' answers should focus on (1) determining customer needs and how the company meets them, (2) distinguishing the company's products and services from competitors' offerings, and (3) integrating all organizational activities necessary to satisfy customer wants and needs. The last point justifies the need for the restructuring. The speech can also contain some of the following topics: (1) the commitment of top management to building interactions, (2) the understanding of customer relationship marketing systems, and (3) the use of customer relationship management to build momentum for a movement that engages customers and delivers on promises made to satisfy their needs. Being more relationship-oriented is about developing a real and sustainable relationship with the customer. Answers should include the idea of moving from interruption to interaction as this evolution is key to developing relationships. It is dependent on customer satisfaction and an ongoing investment in improving customer relationships. These points should be the focus of your speech.

• The chair of the board of Ford Motor Company remarked, "If we aren't customer-driven, our cars

won't be either." Explain how this statement reflects the marketing concept. Compare Ford's approach with a newer automobile manufacturer like Telsa. What is different?ANS: Ford understands that customer satisfaction is critical to success. Although students' answers will vary, they should address some of the following points. The marketing concept focuses on satisfying customer needs while meeting organizational objectives. Most firms, including Ford, have adopted this management philosophy because experience has taught them that customer satisfaction is crucial to their success. Looking at Tesla or new car companies, there is definitely still a focus on product and innovation, but much of it is done with the modern needs of the customer in mind.

• There is an adage that states: "People don't know what they want—they only want what they know."

Create a document that would prepare you to defend this statement in a class debate.ANS: Although students' answers will vary, they should address some of the following points. Marketers cannot create demand or make people buy things that they don't want or need. Marketing does, however, inform, persuade, and remind people about the availability, features, advantages, and benefits associated with new and existing products. One important task of marketing is to introduce people to products they otherwise might not know about.

• Your local supermarket uses the slogan "It's your store.” However, when you asked one of the

employees to help you find a bag of chips, he told you it was not his job and that you should look a little harder. On your way out, you noticed a sign with an address for complaints. Draft a letter explaining why the supermarket's slogan will never be credible unless their employees carry it out.ANS: Students' answers will vary widely, but they should explain that the marketing orientation, the concern for customers, must extend to every member of the organization. This is especially important when a front-line employee has direct contact with the customer.

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• How does MADD (Mothers Against Drunk Driving) Canada promote itself? What information does its

website (www.MADD.ca) provide about drinking and driving? Review the website and write a short report on MADD Canada's efforts to promote its cause. You should also reflect on other aspects of marketing, such as branding, and determine how well MADD achieves its goals using the various aspects of marketing.

ANS: Students' answers will vary. The purpose of this assignment is to share with students that marketing is not limited to business organizations. Marketing concepts can be and are successfully used in the not-for-profit sector, too. Marketing is also not limited to promotion, as there are other aspects of marketing like product development and services management that can be relevant for a non-profit organization like MADD.

• Write a letter to a friend or family member explaining why you think a course in marketing will help

you in your career in a field other than marketing.

ANS: Students' answers will vary, but they should include a discussion of the value of a marketing orientation to the success of a firm and the role of employees in the delivery of customer value.Students should learn that the role of marketing extends beyond offering products and services to marketing persons, ideas, and even places, and that the skills learned in marketing transcend many industries and professions. The letter could focus on dispelling some of the common myths of marketing.

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Chapter 2: The External Marketing Environment

Application Questions for MKTG6Ce

• Multiculturalism has been acknowledged widely by Canadian companies who see the social

opportunity. However, given the number of people of different ethnicities integrating into Canada, a deeper understanding of micromarkets is required. Use the example of Hockey Night in Canada— Punjabi Edition as a way to further explore other opportunities that could be taken based on the success of this venture.

ANS: Students' answers will vary. Within each ethnic group are subsegments that require their own marketing plans. Students should look at different groups that could be engaged similarly and this could be based on language, culture, or ethnicity. But remember, just because a number of people have all travelled here from the same country they will not all exhibit the same behaviours. They will differ in needs and wants. A deeper understanding of micromarkets helps companies understand the consumer groups and effectively reach them, and to that end, an empathetic approach is required.

• Assign students to work in teams to create a two-page document about how their university or

college has responded to the changing demographics of its student population. Specifically, students should address the issues related to international student enrolment. Encourage them to visit and discuss this issue with a person in the International students department of your school or have a coffee with a friend who is an international student.

ANS: Students should consider the growing international population in their school and the supports that the school has established to ensure these students succeed. The point is to learn about the various programs that have been launched as a result of the changing student climate. Pay particular attention to language and cultural supports.

• Write a paragraph discussing the ethical dilemma in the following situation and identifying possible

solutions: An insurance agent forgets to get the required signature from one of her clients who is buying an automobile insurance policy. The client acknowledges the purchase by giving the agent a signed personal cheque for the full amount. To avoid embarrassment and inconvenience, the agent forges the client's signature on the insurance application and sends it to the insurance company for processing.

ANS: Students may not see too much harm in forgery when the client would have signed the application anyway. But suppose that some years later the client is involved in a lawsuit, and the forged signature comes to light. The agent may no longer be around to explain to the court what happened. The agent's act was expeditious but not ethical.

• . Form five teams. Each team is responsible for one of the uncontrollable elements in the marketing

environment. Your boss, the company president, has asked each team to provide a one-year and a five- year forecast of what major trends the firm will face. The firm is a start-up organic juice bar. Each team should use the library, the Internet, and other data sources to make its forecasts. Each team member should examine a minimum of one data source. The team should then pool its data and prepare its recommendation. A spokesperson for each team should present the findings to the class.

ANS: The results will vary by team. Be sure each team understands who their target group is and also to think about their location. After the one-year and five-year trends have been identified, relate them to

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