Marketing and Product
Directed Study in Marketing
Chapter 1 Marketing’s Value to Consumers, Firms, and Society
Questions and Problems
1. List your activities for the first two hours after you woke up this morning. Briefly indicate how marketing affected your activities.
a. Awakened by alarm clock. Clock bought because of brand name loyalty: Seiko b. Had coffee. Brand name loyalty and preferred taste: Folgers c. Walked and fed dog. Purchased Purina Dog chow due to advertisements. d. Made breakfast for son. Cereal and milk purchased due to taste preferences. e. Put on clothing. Bought these clothes due to comfort and quality. f. Brushed teeth and put on makeup. Purchased items due to loyalty and quality.
g. Drove to school. Purchased SUV due to brand loyalty and style. 2. If a producer creates a really revolutionary new product and consumers can learn about it and purchase it at a website, is any additional marketing effort really necessary? Explain your thinking.
I believe additional marketing is necessary. Most consumers do have web access, but there are consumers that do not. Also, consumers do not always want to research an item. They want the information presented to them. Marketing is needed to overcome the separation between consumer and producer. Also, there are parts of the world that may not have internet access. These consumers will need to be educated and reached by other means. Marketing is used to determine the customer’s needs and then meet those needs. There are times when face to face meetings are needed in order to determine those needs. Marketing also needs to help form a relationship with the consumer so that the consumer will come back to the organization again and again. This need cannot always be met by a website’s information.
3. Distinguish between the micro and macro views of marketing. Then explain how they are interrelated, if they are.
Micro view of marketing is designing, creating, and manufacturing
Chapter 1 Marketing’s Value to Consumers, Firms, and Society
Questions and Problems
1. List your activities for the first two hours after you woke up this morning. Briefly indicate how marketing affected your activities.
a. Awakened by alarm clock. Clock bought because of brand name loyalty: Seiko b. Had coffee. Brand name loyalty and preferred taste: Folgers c. Walked and fed dog. Purchased Purina Dog chow due to advertisements. d. Made breakfast for son. Cereal and milk purchased due to taste preferences. e. Put on clothing. Bought these clothes due to comfort and quality. f. Brushed teeth and put on makeup. Purchased items due to loyalty and quality.
g. Drove to school. Purchased SUV due to brand loyalty and style. 2. If a producer creates a really revolutionary new product and consumers can learn about it and purchase it at a website, is any additional marketing effort really necessary? Explain your thinking.
I believe additional marketing is necessary. Most consumers do have web access, but there are consumers that do not. Also, consumers do not always want to research an item. They want the information presented to them. Marketing is needed to overcome the separation between consumer and producer. Also, there are parts of the world that may not have internet access. These consumers will need to be educated and reached by other means. Marketing is used to determine the customer’s needs and then meet those needs. There are times when face to face meetings are needed in order to determine those needs. Marketing also needs to help form a relationship with the consumer so that the consumer will come back to the organization again and again. This need cannot always be met by a website’s information.
3. Distinguish between the micro and macro views of marketing. Then explain how they are interrelated, if they are.
Micro view of marketing is designing, creating, and manufacturing