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Basic Marketing, 10th Canadian Edition
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
The Changing Marketing Environment

Web Research Questions



1

Pick a Canadian company that interests you. Surf the Web and see if you can find this company's objectives or mission statement. (Hint: Often they are included in an organization's annual report.) Explain how the objectives you found fit into the three basic objectives discussed in the text on page 64.
 
2

Assume you are working for a major high-technology company. Try the Infogate news service Web site to see how much breaking news about a competitor you would receive. Evaluate the usefulness of this for competitive intelligence. Read more about Infogate on page 71.
 
3

Write a brief essay on the Automobile Protection Association, one of Canada's more successful consumer organizations. How might the APA benefit car makers in some cases?
 




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