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.

The Trainer
His challenge is in finding new opportunities to sell products and services to his existing clients. In the new business economy, says Greg, "rather than trying to sell one product to one million people, you want to come up with 100 products that you can sell to 1,000 people. It's more profitable managing 1,000 clients than a million."
     Greg's company is called OnAir Digital Audio, and he owns the lion's share of the message-on-hold business in Calgary. With a client list that includes companies like Canadian Freightways, Canadian Tire and some CP Hotels, sales last year were close to $1 million. He also runs a studio that makes radio commercials and does video editing.
     Then there's his latest venture: corporate training. What does corporate training have to do with on-air messaging or commercial work? Greg built OnAir Digital Audio by offering his clients something extra — free training seminars, on topics like sales and management strategies.
     Greg hires a professional trainer to handle his free seminars. But always one to seize an opportunity, Greg wants now to start making money from corporate training. His plan is to offer custom-training programs specifically designed for companies, and charge for them.
     So Greg and two partners have launched Sighthouse, a new corporate training division. Together they will design and conduct the sessions. The video shows the activities involved in preparing for their first commercial offering.
     A new Canadian Tire store in Edmonton will act as their trial balloon. The store is already an OnAir customer; Greg got the contract by offering $5,000 worth of free corporate training. The Canadian Tire session will be their chance to try out their new training ideas. The store will get for free what Sighthouse hopes to charge other companies for in the future. The video ends with the question "Will Canadian Tire be willing to pay for future sessions?"

View The Trainer

1		What do you think are Sighthouse's strengths and weaknesses as a competitor in the corporate training market?
2		Do you think Greg's decision to extend current lines of business into corporate training was a wise one?
3		What lessons can Greg draw from the Canadian Tire experience?