Download Dea Meloche Marketing Fundamentals Mr. Fieber Chapter 1

Dea Meloche
Marketing Fundamentals
Mr. Fieber
Chapter 1 Homework
1. List your activities for the first two hours after you woke up this morning. Briefly indicate how
marketing affected your activities.
When I woke up this morning, I made coffee and turned on the Today Show. After about an
hour, I began my reading assignments and homework. Marketing doesn’t really affect my
activities since living here. I purchase coffee based on price and I fast forward through all the
commercials during the Today Show. When I lived in Detroit, I probably paid more attention to
stores offering sales or advertising specials because they were conveniently located. Due to
spatial separation, I now tend to buy what is available in local stores.
2. If a producer creates a 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.
Additional marketing would be necessary. How would the consumer find out about the product
or the website without additional marketing? If no one knows the product exists, then they
certainly won’t be looking for the website to make a purchase. There are many ways to alert the
consumer of the new product. Electronically, the producer could advertise on other sites that
have something in common with their product offering. This would ensure that the product is
being seen by consumers that have an interest in that particular market. A commercial, direct
mail campaign or ads in a magazine are all good ways of introducing the product to the public.
3. Distinguish between the micro and macro view of marketing. Then explain how they are
interrelated, if they are.
Micro marketing involves individual organization’s activities and macro marketing focuses on
the entire marketing system of a society. While micro marketing focuses on the individual
organization’s goals, macro marketing focuses on society’s goals. The role of micro marketing is
to make the organization profitable. The role of macro marketing is to match supply and
demand but also do it in a way that has favorable effects on society as a whole.
They both focus on creating and delivering products or services to the market place that
consumers want and need. Individual organizations must meet consumer’s needs and wants to
survive. The economic system of a nation depends on consumers to make and then spend
money for products and services that are offered. Both have to overcome the obstacles of
providing products (or services) consumers want and need, letting consumers know what is
available, making it convenient for consumers to purchase, and selling products at a price
consumers will pay. In comparing micro and macro marketing to the collection of taxes, a state
would be the micro view while the federal government would be the macro view.
4. Refer to Exhibit 1-1, and give an example of a purchase you made recently that involved
separation of information and separation in time between you and the producer. Briefly explain
how these separations were overcome.
Recently, I decided to purchase a DSLR camera but I needed information. I didn’t know what was
available in my price range. I used the internet to overcome the separation of information. I
searched websites to find out what the most important features were and which manufacturers
provided those features. I then narrowed it down to about five cameras and checked websites
like Consumer Reports to see which ones were recommended. When I finally made a decision
the separation of time became an obstacle. I began a search for local stores that carried the
model I had chosen. However, the only place I can purchase it is Jonesboro or Memphis. My only
other alternative is to order it online and wait for it to be shipped. I haven’t decided whether to
drive to Jonesboro (and hope it is in stock) or to just have it shipped to me.