Marketing: Real People, Real Choices 9th Global Edition by Greg W. Marshall Solution manual

This is an Internet-based task that can be conducted in class or assigned as homework. It should be relatively easy for students to find examples of companies that actively promote their social and environmental contributions, though they may not refer to it as a triple-bottom-line orientation. A possible way to extend this activity is to encourage students to engage in a class discussion on whether these companies consider their social and environmental outcomes seriously to make a positive difference to society or for the sake of building their brand awareness and shaping their brand image.
 
1-16.      For Further Research (Groups) Today’s marketers recognize that the Internet and Big Data have changed marketing and will continue to change it in the years to come. Your team assignment is to first find examples of how the Internet and Big Data have improved marketing for some for-profit and not-for-profit organizations. Then develop your ideas on how the Internet and Big Data could make contributions to society as a whole in the future. Develop a short presentation for your class.
 
Groups should explore websites to find examples of how the Internet and Big Data have improved marketing for some for-profit and not-for-profit organizations
 
umarketing metrics exercise
 
The chapter discusses the growing importance of sustainability, and it notes that companies and consumers increasingly consider other costs in addition to financial kinds when they decide what to sell or buy. One of these cost categories is damage to the environment. How can marketers make it easier for shoppers to compute these costs? The answer is more apparent in some product categories than in others. For example, American consumers often are able to compare the power consumption and annual costs of appliances by looking at their EnergyStar™ rating. In other situations, we can assess the carbon footprint implications of a product or service; this tells us how much CO2 our purchase will emit into the atmosphere (e.g., if a person flies from New York to London). The average American is responsible for 9.44 tons of CO2 per year! A carbon footprint comes from the sum of two parts, the direct, or primary, footprint and the indirect, or secondary, footprint:
 
The primary footprint is a measure of our direct emissions of CO2 from the burning of fossil fuels, including domestic energy consumption and transportation (e.g., cars and planes).
• The secondary footprint is a measure of the indirect CO2 emissions from the whole life cycle of products we use, from their manufacture to their eventual breakdown.
 
Although many of us are more aware today that our consumption choices carry unseen costs, there is still a lot of confusion about the best way to communicate the environmental costs of our actions—and in many cases consumers aren’t motivated to take these issues into account unless the costs impact them directly and in the short term.
 
1-17.      As a consumer, what other metrics would you suggest that might reflect benefits of sustainability initiatives that would motivate you to purchase from one provider or the other?
 
MyMarketingLab for answers to Assisted Graded Questions.
 
 
1-18.      Would you buy from a demonstrably more expensive provider just because they exhibited a higher level of commitment to sustainability?
 
MyMarketingLab for answers to Assisted Graded Questions.
 
 
uCHOICES: WHAT DO YOU THINK?
 
Critical Thinking Journalists, government officials, and consumers have been highly critical of companies for gathering and storing large amounts of data on consumers (i.e., Big Data). Others argue that such practices are essential for firms to provide high-quality, affordable products that satisfy consumers’ varied needs. What do you think? Should the government regulate such practices? How can such practices hurt consumers? How can these practices help consumers?
 
In answering this question, the student should be encouraged to examine their life personally and relate marketing to their daily activities and events. Areas that should be mentioned in this discussion are consumer purchases (such as buying food, clothes, supplies at the bookstore, and major purchases such as computers or cars) as well as advertising’s impact on their learning processes (such as learning about new products, how to do things, and contemporary trends. Students should look on the Internet for recent events regarding  privacy issues and whether governmental intervention is appropriate.
 
1-20.      Ethics Despite best efforts to ensure product safety, products that pose a danger to consumers sometimes reach the marketplace. At what point should marketers release information about a product’s safety to the public? How should marketers be held accountable if their product harms a consumer?