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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

Managing Marketing's Link with Other Functional Areas

Web Research Questions


1		For a Marketing & Human Resources example, visit Prince Edward Island's Web site area for recruiting physicians. See how PEI markets itself while trying to recruit physicians. What would you do to attract physicians?



2		Grocery Gateway has an intimate relationship between its production (order filling) and marketing departments. Read the opening vignette of this chapter (pages 655-656) and visit the company's Web site www.grocerygateway.com. Which "production" decisions would marketing likely have been involved in? Where did this company receive some start-up capital? (See its corporate Web site).



3		Read Internet Insite 21-1 on pages 666-667. Visit this book summary Web site, which gives some key terms that author James Martin has come up with to describe the trends he sees. List three of Martin's terms and see if you can come up with examples of what the author is discussing.



4		One method of financing is getting customers to pay for your product or service in advance. Explore the phenomenon of the rapid growth of pre-paid cellular phones. Visit the sites of Fido and its corporate parent Microcell. Briefly describe the growth of this market, including benefits it provides to consumers and companies.



5		A business that has an obvious relationship between production and marketing is retail gasoline sales, since retail prices are dictated by production costs and availability of supply. We have often seen that when gas prices rise, consumers get angry at the oil companies. How has Petro Canada tried to communicate production and supply information to its customers?



6		Should marketing costs be expensed as incurred or amortized (written off) over a longer period of time? Write a brief essay justifying your point of view on this subject. The following Web sites provide examples of companies who have dealt with this topic. NTS Computer Systems AOL

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