Chapter 1: Marketing's Role in the Global Economy
Internet Exercise: Wal-Mart
You can check out the on-line shopping experience of Wal-Mart on the Web by going to www.wal-mart.com and clicking on “Go Shopping.” For related discussion in the Basic Marketing text, see page 8.
Internet Exercise: ONSALE Auction Supersite
The ONSALE Auction Supersite features a number of on-line auctions in which different sellers auction off computer, consumer electronics, and other products to buyers. Visit the web site at www.onsale.com and review an open auction for a consumer electronics product. What are the advantages and disadvantages of this market for sellers? For buyers? For related discussion in the Basic Marketing text, see page 17.
Internet Exercise: World Trade Organization
The World Trade Organization is a very important force behind the global move toward free trade, but sometimes there are still disputes. Go to the WTO web site at www.wto.org and find out how the WTO settles disputes. Do you think that this procedure favors the developed nations, the less-developed nations, or neither? Give your thinking. For related discussion in the Basic Marketing text, see page 22.
Chapter 2: Marketing's Role within the Firm or Nonprofit Organization
Internet Exercise: L. L. Bean
The L.L. Bean web site (www.llbean.com) offers consumers a lot of information, including information about national parks. Do you think that this helps Bean to build relationships with its target customers? For related discussion in the Basic Marketing text, see page 40.
Internet Exercise: Lilly
Lilly, the pharmaceutical company, makes the effort to be socially responsible. To find out more about Lilly’s corporate citizenship, go to the Lilly home page (www.lilly.com) and click on company information and then click on corporate citizenship. For related discussion in the Basic Marketing text, see page 42.
Chapter 3: Focusing Marketing Strategy with Segmentation and Positioning
Internet Exercise: McDonald’s
McDonald’s has about 22,000 restaurants in 109 countries. Go to its web site, www.mcdonalds.com, and determine what country is its largest market outside the U.S. Do you think it offers more or less opportunity for future growth than the U.S.? For related discussion in the Basic Marketing text, see page 67.
Internet Exercise: Marriott
Courtyard by Marriott targets business travelers. Visit the Marriott web site, www.marriott.com, and write down what you think are the qualifying and determining dimensions for a businessperson choosing Courtyard over Marriott’s other hotel options. For related discussion in the Basic Marketing text, see page 81.
Chapter 4: Evaluating Opportunities in the Changing Marketing Environment
Internet Exercise: Tupperware
If you were a new marketing manager at Rubbermaid, you might be interested in finding out more about Tupperware, an important competitor in some markets. What type of relevant information could you get by going to the Tupperware web site, (www.tupperware.com)? For related discussion in the Basic Marketing text, see page 101.
Internet Exercise: Consumer Reports
The Consumer Product Safety Commission sometimes requires auto makers to issue recalls. However, not all consumers learn about the recalls. Go to the Consumer Reports web site (www.consumerreports.com/recalls) and check to see if there has been a recall on a year and model of car or truck that is of interest to you (say, one owned by your family). For related discussion in the Basic Marketing text, see page 110.
Chapter 5: Demographic Dimensions of Global Consumer Markets
Internet Exercise: CIA’s World Factbook
Visit the web site for the CIA’s World Factbook (www.odci.gov/cia/publications/factbook) and compare the profile data for Canada and Australia. How are they similar and how are they different? For related discussion in the Basic...