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Video Case 1.2 throu 5.2
1.2:
1. Why is the link between relationship marketing and social responsibility so important
to Small’s business success?
2. Geoffrey B. Small is an avant-garde designer and unconventional businessperson. What
examples does he set, and what might marketers for large corporations learn from his
views and practices?
2.2:
1. How does the audience rewards program support Nederlanders’s overall strategic
plan?
2. It might seem as though Nederlander’s first-mover strategy has the entertainment
rewards market locked up. But what strategies and tactics could a second-strategy
mover use to gain access to theater customers?
3.2:
1. Describe how the economic environment may influence Zappos’ marketing efforts.
2.
Explain how Zappos’ move into downtown Las Vegas fulfills the four levels of the
social responsibility pyramid.
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4.2:
1. In your view, does Zappos use social media effectively to strengthen its brand? Why
or why not?
2. Zappos does not have a formal policy about social networking in the workplace.
What are the benefits of this decision? What might be the drawbacks?
5.2:
1. What are the benefits of e-marketing for Hubway? What are the potential drawbacks?
2. Thus far, Hubway essentially engages in business-to-consumer (B2C) e-marketing. Cite
two or three examples of ways in which Hubway might branch out into business-tobusiness (B2B) e-marketing.
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