If you were to be chosen to select a business to receive an award for its high level of ethical
conduct, what company would you select? What criteria would you use for your selection?
How could changes in economic factors, which are outside the marketer's control, cause a
company to alter its marketing management philosophy?
Did anything in this chapter surprise you? If so, what and why?
The huge size of the baby boomer generation has caused ripples and tidal waves since the
leading edge of the generation was being born in the late 1940s. Recently, the fact that the
leading edge of the baby boomer generation turned 60 three years ago has been a big deal to
magazine and TV journalists. You still get to listen to the music baby boomers grew up with
on Sunny100. And their later rock and roll is on 96 Rock and KZ106.5 What areas of
commerce (if any) should benefit as the baby boomer generation ages? Which will be less
successful? Think of it this way, because of its size, the baby boomer group may be the
source of your income over the next decade or two if you can answer this question correctly.
Into which demographic group do you fall? What do your think of the book's assessment of
How do you think consumer’s buying habits may change during a recessionary period?
How has technology benefited marketers? Give 3 examples of firms that have been hurt
because they did not keep up with technological changes. These can be local, regional, or
What do you think are the cultural factors that Starbucks had to consider as it expanded into
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