Video Cases

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.

Downscale Retail
Over the past decade, the Canadian retail industry has taken a distinct turn toward the low-end. In fact, one of the fastest growing retailers in Canada today is The Salvation Army, which is currently in the process of a huge expansion and up-grading. A total of one hundred new and newly-renovated stores will be opening in the next five years.
     John Kershaw, the National Manager for The Salvation Army: "We believe we are changing the face of retail in Canada. For instance one of our stores on West Broadway in Vancouver has the highest sales per square foot in Canada. And that is not an area where people are in need... that is an area with students andupmarket individuals and they just love the thrill of the hunt at our store."
     Economists tell us that business is booming, the economy's on a roll and the stock market has been going strong but everywhere retailers are saying that Canada's demographic and socio-economic structure means the secret to success in retail is "how low can you go". Others wonder "is there still room for an upper-end competitor?"

View Downscale Retails

1		Is the drive toward lower-priced stores a matter of necessity or preference?
2		Why do you think the Salvation Army succeeds alongside Walmart, despite the fact that they are very different kinds of stores.
3		If everyone agrees that the lower-end of the market is where the greatest volume potential lies, why doesn't everyone compete there? Why aren't all of the low end competitors equally successful?