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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

Product Planning for Goods and Services

Web Research Questions


1		Many companies are finding that additional services can be a lucrative sideline to their core business and can help stimulate sales of their core products. Sears Canada is an excellent example of this. Visit the services page of the Sears Canada Web site at http://www.sears.ca/e/serv/serv.htm and you'll probably be surprised at the extensive services this retailer offers. List five of the services and explain how they complement or help sell other products Sears carries.



2		Trademarks can protect more than just a brand name. What are some other examples of marketing related items that can be trademarked? Trademarks can be very valuable. Find some examples. Visit Industry Canada's Web site to find the answers.



3		The outsourcing of customer service to outside call centres is a growing trend. The CorporaTel Web site at http://www.corporatel.ca/ showcases some of the benefits available to employees and clients the firm answers calls for. (See Marketing Demo 9-1) Evaluate the effectiveness of two of the clients outsourcing these services. Would they be better off performing these services in-house? Are the benefits offered by the company enough to make people want to stay with the company for the long term? How would outsourcing affect the product in the eyes of customers?

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