{"id":349,"date":"2021-07-28T09:28:42","date_gmt":"2021-07-28T13:28:42","guid":{"rendered":"https:\/\/pressbooks.library.ryerson.ca\/marketing\/chapter\/5-5-discussion-questions-and-activities\/"},"modified":"2021-08-03T09:35:32","modified_gmt":"2021-08-03T13:35:32","slug":"5-5-discussion-questions-and-activities","status":"publish","type":"chapter","link":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/chapter\/5-5-discussion-questions-and-activities\/","title":{"raw":"5.5 Discussion Questions and Activities","rendered":"5.5 Discussion Questions and Activities"},"content":{"raw":"
\r\n
\r\n

REVIEW QUESTIONS<\/strong><\/p>\r\n\r\n<\/header>\r\n

\r\n
    \r\n \t
  1. Using the popcorn and dart board analogy, how do mass marketing, targeted marketing, and one-to-one marketing compare with one another?<\/li>\r\n \t
  2. How is technology making it easier for firms to target potential customers?<\/li>\r\n \t
  3. Outline the steps companies need to take to engage in one-to-one marketing with their customers.<\/li>\r\n \t
  4. What buyer characteristics do companies look at when they segment markets?<\/li>\r\n \t
  5. What two types of information do market researchers gather to develop consumer insight?<\/li>\r\n \t
  6. What factors does a firm need to examine before deciding to target a market?<\/li>\r\n \t
  7. Why do companies position products?<\/li>\r\n \t
  8. Explain what a tagline is designed to do.<\/li>\r\n \t
  9. Why might an organization reposition a product?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n
    \r\n

    DISCUSSION QUESTIONS<\/strong><\/p>\r\n\r\n<\/header>\r\n

    \r\n
      \r\n \t
    1. Think about some of your friends and what you have discovered by visiting their homes. Do they buy different things than you do? If so, why? How might a company distinguish you from them in terms of its targeting?<\/li>\r\n \t
    2. Staples and The Limited have attempted to thwart shoppers who abuse store return policies. When a customer returns items, store clerks swipe the customer\u2019s driver\u2019s license through electronic card readers that track buying and return patterns for any suspicious activity (Weston, n.d.<\/a>). What drawbacks do you think such a strategy could have?<\/li>\r\n \t
    3. Is it always harder to find new customers than it is to retain old ones or does it depend on the business you\u2019re in?<\/li>\r\n \t
    4. Does one-to-one marketing have to be expensive? How can small organizations interact with their customers in a cost-effective way?<\/li>\r\n \t
    5. Are large companies better off using multisegment strategies and small companies better off using niche strategies? Why or why not?<\/li>\r\n \t
    6. How have companies such as JCPenney and Sears tried to change their position (reposition their stores)?<\/li>\r\n \t
    7. Do you think hotel companies have segmented the market too much and confused customers?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n
      \r\n

      ACTIVITIES<\/strong><\/p>\r\n\r\n<\/header>\r\n

      \r\n
        \r\n \t
      1. Visit http:\/\/aclu.org\/pizza\/images\/screen.swf<\/a> to see a video created by the American Civil Liberties Union in an effort to warn consumers about the information being collected about them. Do you think the video is far-fetched? Or do you think consumers should be alarmed? In your opinion, do the potential benefits of CRM databases exceed the potential downsides\u2014or not?<\/li>\r\n \t
      2. Form groups of three students. Think of a product or service that one of you purchased recently on campus. How might you go about developing a customer profile for the product? List the sources you would use.<\/li>\r\n \t
      3. Describe a product you like that you believe more people should use. As a marketer, how would you reposition the product to increase its use? Outline your strategy.<\/li>\r\n \t
      4. Look at the latest census data and identify at least two areas of the country that are growing. What type of businesses would you recommend enter the growing markets?<\/li>\r\n \t
      5. Think of an idea for a new product or service. Who would be the target market(s) and how would you position your offering?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"
        \n
        \n
        \n

        REVIEW QUESTIONS<\/strong><\/p>\n<\/header>\n

        \n
          \n
        1. Using the popcorn and dart board analogy, how do mass marketing, targeted marketing, and one-to-one marketing compare with one another?<\/li>\n
        2. How is technology making it easier for firms to target potential customers?<\/li>\n
        3. Outline the steps companies need to take to engage in one-to-one marketing with their customers.<\/li>\n
        4. What buyer characteristics do companies look at when they segment markets?<\/li>\n
        5. What two types of information do market researchers gather to develop consumer insight?<\/li>\n
        6. What factors does a firm need to examine before deciding to target a market?<\/li>\n
        7. Why do companies position products?<\/li>\n
        8. Explain what a tagline is designed to do.<\/li>\n
        9. Why might an organization reposition a product?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n
          \n
          \n

          DISCUSSION QUESTIONS<\/strong><\/p>\n<\/header>\n

          \n
            \n
          1. Think about some of your friends and what you have discovered by visiting their homes. Do they buy different things than you do? If so, why? How might a company distinguish you from them in terms of its targeting?<\/li>\n
          2. Staples and The Limited have attempted to thwart shoppers who abuse store return policies. When a customer returns items, store clerks swipe the customer\u2019s driver\u2019s license through electronic card readers that track buying and return patterns for any suspicious activity (Weston, n.d.<\/a>). What drawbacks do you think such a strategy could have?<\/li>\n
          3. Is it always harder to find new customers than it is to retain old ones or does it depend on the business you\u2019re in?<\/li>\n
          4. Does one-to-one marketing have to be expensive? How can small organizations interact with their customers in a cost-effective way?<\/li>\n
          5. Are large companies better off using multisegment strategies and small companies better off using niche strategies? Why or why not?<\/li>\n
          6. How have companies such as JCPenney and Sears tried to change their position (reposition their stores)?<\/li>\n
          7. Do you think hotel companies have segmented the market too much and confused customers?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n
            \n
            \n

            ACTIVITIES<\/strong><\/p>\n<\/header>\n

            \n
              \n
            1. Visit http:\/\/aclu.org\/pizza\/images\/screen.swf<\/a> to see a video created by the American Civil Liberties Union in an effort to warn consumers about the information being collected about them. Do you think the video is far-fetched? Or do you think consumers should be alarmed? In your opinion, do the potential benefits of CRM databases exceed the potential downsides\u2014or not?<\/li>\n
            2. Form groups of three students. Think of a product or service that one of you purchased recently on campus. How might you go about developing a customer profile for the product? List the sources you would use.<\/li>\n
            3. Describe a product you like that you believe more people should use. As a marketer, how would you reposition the product to increase its use? Outline your strategy.<\/li>\n
            4. Look at the latest census data and identify at least two areas of the country that are growing. What type of businesses would you recommend enter the growing markets?<\/li>\n
            5. Think of an idea for a new product or service. Who would be the target market(s) and how would you position your offering?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"author":307,"menu_order":5,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[48],"contributor":[],"license":[],"class_list":["post-349","chapter","type-chapter","status-publish","hentry","chapter-type-numberless"],"part":338,"_links":{"self":[{"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/chapters\/349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/wp\/v2\/users\/307"}],"version-history":[{"count":4,"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/chapters\/349\/revisions"}],"predecessor-version":[{"id":499,"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/chapters\/349\/revisions\/499"}],"part":[{"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/parts\/338"}],"metadata":[{"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/chapters\/349\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/wp\/v2\/media?parent=349"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=349"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/wp\/v2\/contributor?post=349"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.library.torontomu.ca\/marketing\/wp-json\/wp\/v2\/license?post=349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}