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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Implementing and Controlling Marketing Plans

Web Research Questions


1		Read about Hertz's strategy on pages 626-627. The company is choosing to focus on what matters to customers. It views customers not just as "vehicle enters" but as travellers needing other related services. Looking at Hertz's Canadian travel partners, how is Hertz acting as a portal to steer their customers to related travel services? How does this help Hertz?



2		Read the speaker's notes from an address given by the president of the Strategic Planning Group on 10 lessons related to service quality (from the Charity Village Web site, a site devoted to non-profit organizations in Canada). List these and give examples of how good service organizations implement the last one.



3		For an example of marketing control, visit the site of Bell Curve, a full-service marketing company including Web site development. Look at this site from the point of view of a marketing manager seeking Web site development services. What approach does this organization take toward marketing control? Evaluate some of the example Web sites the company has designed located in the Web site portfolio. List a few measures that could be used for marketing control of these sites.



4		Evaluate this "free" on-line marketing audit. Write a brief essay, summarizing the contents.

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