Video Cases 1

These questions are based on videos from the Canadian Broadcasting Corporation that accompany the textbook. In addition to whatever in-class use your instructor may have given them, they're available on this website for online viewing. If directed to do so by your instructor, you can answer the questions online and email the results.
     These videos are intended only for students using the 10th Canadian Edition of Basic Marketing. To view the video, you'll require a password. Refer to page 782 in your textbook and use the first word appearing in the main text column as both 'username' and 'password.' Use of the word is case-sensitive.
     The free RealPlayer plug-in is required in order to view the videos. If needed, the plug-in can be downloaded from Real.

Sleep Country Canada
Christine McGee has emerged as one of the most prominent entrepreneurs in the country. Working off a concept founded in the United States, Ms McGee has transformed what was once a very "sleepy" industry into a high service, high margin business.
     One of the most exciting aspects of the case is that the key Sleep Country's success is the simple but always effective notion of "consumer insight": the ability to put oneself in the shoes of the customer and ask "What do I like and dislike about the buying experience?". Once articulated, the appropriateness of all of Sleep Country's tactics become clear.

View Sleep Country Canada

1		In an era of high technology, the mattress business is not exactly a glamorous sector. What do you think made this an attractive opportunity for Ms McGee?
2		What do you think made Sleep Country a success?
3		What could Sleep Country do to grow?