Chapter 2 The Marketing Environment QUESTIONS AND ANSWERS TO END-OF CHAPTER MATERIAL Hands-on…Apply Your Knowledge Marketing Environment Scan Assignment Assume GrapeTrail is expanding its business to create an app for foodies. Review this chapter’s opening vignette on GrapeTrail and the steps required to conduct a marketing environment scan at the end of this chapter. Create a new marketing environmental scan to determine what ideas and opportunities exist for targeting food enthusiasts. Follow the steps in a marketing environment scan and outline your work in the format outlined in Figure 2–6. Answer: This assignment gives students the opportunity to apply chapter material to a real-life example, using the chapter’s opening vignette as a foundation. There are no specific answers. 1. Objectives: Target food enthusiasts by leveraging market demand for personalized food experiences. 2. Internal/External Analysis: Assess GrapeTrail’s app development capabilities and analyze economic, technological, competitive, social, and regulatory factors affecting the foodie app market. Video Clip…Questions Review the two Statistics Canada Census videos on CONNECT and answer the following questions: - What are the top three immigrant languages in Canada? Answer: Chinese languages, Punjabi, and Spanish - How many aboriginal languages are spoken in Canada? Answer: 60 - What percentage of the population is bilingual in English and French? Answer: 17.5% - What percentage of the population is between 15 – 64 years? Answer: 69% - What is the growth rate of the 0-4 year age segment? Answer: 11% - What is the fastest growing age group and what is its growth rate? Answer: 60-64, 29% Infographic ... Data Analysis Review the infographic on car sales in Canada and update the chart using the latest data from Canadian newspaper articles from The Toronto Star, The National Post, and The Globe and Mail, as well as other reputable business sources such as Canadian Business, Maclean’s, and the DeRosiers automotive website that specializes in the car industry. Create your own infographic and write a short analysis of industry changes that occurred over the last year. (Infographic tip: use Excel and Word to create charts and place them in a single PowerPoint slide to combine the visuals). Answer: All major newspapers provide updated annual data on the automobile industry every January. This is an excellent source of information for students and they are advised to check the articles from three major newspapers. The information will be sourced from DeRosiers Automotive Consultants. QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES: APPLYING MARKETING CONCEPTS AND PERSPECTIVES 1. Kentucky Fried Chicken (KFC) is a fast food restaurant that sells mainly breaded chicken products such as drum sticks, nuggets, chicken wings, chicken breast and sandwiches as individual or family meals. Conduct a marketing environment scan on KFC and identify two trends or factors that may significantly affect its future business. Suggest how KFC could respond to these changes. Answer: Two trends that may affect KFC are: (1) growing health concerns, and (2) environmental consciousness. a. Growing health concerns are making people more conscious of the number of calories they consume and the ingredients included in products they purchase. KFC may need to introduce healthier products that are not breaded or fried and in the long term look at repositioning the fast food company. b. Environmental trends may lead KFC in to examining its environmental foot print and consider changing its processes to reduce its impact on the environment. It may also want to examine the recycling choices it provides its consumers. 2. Describe what features you would add to an automobile designed for generation Y. What advertising media choices would you use to appeal to this target market? Answer: A marketing environment scan reveals that this technology savvy market appreciates recreational activities and is not willing to generally put work before self-fulfillment. a. Items such as hands-free cellular phones, iPod compatible sound systems, GPS navigation systems, DVD players, and wireless internet capabilities may appeal to this generation. b. Advertising messages should be sent via the Internet, newspapers, and TV programming that focus on music, sports, technology, lifestyle, and current events. 3. In recent years two large companies have dominated the beer industry, Labatt and Molson. They now compete with many small regional brands and microbreweries. Where would you place the brewing industry on the continuum of competition? What marketing environmental forces and trends would help explain this increased competition? Answer: In terms of the continuum of competition, the brewing industry was historically oligopolistic. A few large producers accounted for the bulk of sales. In recent years, the brewing industry has moved to a position of monopolistic competition. There are a large number of micro-breweries where the unique aspect of their beer is their point of difference. Marketing environmental factors that have brought this about are a more sophisticated consumer who desires a greater variety of products. 4. When the Canadian long-distance telephone industry was deregulated, how did this change the competitive nature of this industry? How would each component of the marketing mix change and why? Answer: When the telecommunications industry was deregulated this allowed new competitors to enter the market. This in turn drove down consumer prices and encouraged the development of new products and services which addressed consumer needs. The marketing mix changed as follows: a. Product - product development encouraged competitors to add more services such as call waiting, caller I.D and voice messaging to stay ahead of competitors. Services were also bundled with other products to provide value to loyal consumers. b. Price - price wars for long distance calling became common with marketers offering discounts and rebates for monthly packages. Packaging of services into “service bundles,” all for one price, also became common. c. Place - after deregulation, new stores and booths in shopping malls and grocery stores opened. This was an attempt by the carriers to come to the consumer rather than the reverse. By being more accessible, suppliers attempted to achieve a competitive edge. d. Promotion - all of the previously mentioned elements of the marketing mix were heavily advertised. Ads ran on TV, online, in print, and out-of home together with rebates and low-priced introductory offers to encourage consumers to switch carriers. 5. One of the world’s largest producers of baby and children’s furniture, Storkcraft Baby has been in business for more than 50 years. With the recent population and age shifts in North America, how may this Canadian firm view the opportunities and threats for the future? Answer: The decreasing birth rate among North Americans would be perceived as a potential threat to this company. However, Canada and North America rely heavily on immigration to maintain positive population growth. This influx may represent a new opportunity for the company. The increasing globalization of the world will also open up markets where they can conduct business. QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES: DISCUSSION FORUM Do you have a digital camera? What is the impact of technology on traditional photography companies? Visit the corporate site of Blacks Photography and review its current products and services (http://www.blackphoto.com/). 1. What do you think the future holds for the company? What are the threats and opportunities that exist for this company? Answer: Future Outlook: Blacks Photography faces challenges from digital photography advancements and declining demand for print services. Opportunities include expanding into online photo services and integrating with social media platforms. 2. If you were the marketing manager of Blacks Photography what suggestions would you recommend for the upcoming year? Answer: Marketing Suggestions: Focus on enhancing digital and online photo services, such as personalized photo books and cloud storage. Invest in social media marketing and partnerships with tech companies to drive innovation and reach younger audiences. Note: These discussions are meant to generate class discussion and a lively debate of issues raised, as well as a general review of the opening case or concepts discussed within the chapter. There are no correct or incorrect answers. QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES: INTERNET EXERCISE The Government of Canada provides a wealth of data. Websites such as Industry Canada at http://www.ic.gc.ca/, Canada Business network at http://www.canadabusiness.ca/, and Statistics Canada at http://www.statcan.gc.ca/ provide accurate and reliable data. Navigate to these websites to see what they offer and gather the following information: 1. What is the current population of Canada? Answer: Statistics Canada notes the population of Canada is 33.5 million (the latest 2011 census). As of the latest data available from Statistics Canada, the current population of Canada is approximately 39.8 million people. For the most up-to-date figures, you should check the Statistics Canada website or other official government sources directly. 2. What is a patent? Answer: A patent is a document protecting the rights of the inventor and a repository of useful technical information for the public. 3. What economic indicators are used to measure Canada’s performance? Answer: There are many economic indicators in Canada used to measure economic performance. The most important are listed below: Economic Performance Indicators •GDP rates •Unemployment rates •Inflation rates •Consumer confidence levels •Housing starts •Stock market indexes •Interest rates •Retail purchase levels •Exchange rates BRING IT TO LIFE: VIDEO SYNOPSIS & TEACHING SUGGESTIONS STATISTICS CANADA - AN OVERVIEW OF LANGUAGE DATA, 2011 CENSUS STATISTICS CANADA - AN OVERVIEW OF AGE AND SEX DATA, 2011 CENSUS Synopsis There are two videos for this chapter that are from Statistics Canada and focus on the latest census information. In Canada a census of the population is conducted in Canada every five years and the latest census information is from 2011. It shows some interesting trends in terms of age. Specifically, Canada has an aging population with significant growth in the 65+ age group and specifically with centenarians (people over 100 years). Children under age 11 also showed an unexpected increase. Language trends are also of interest. Specifically, English and French still dominate as the official languages used in Canada. The main immigrant languages areas the Chinese languages, followed by Punjabi, Spanish, Tagalog, Arabic, Italian, Urdu and German. Teaching Suggestions Two short videos from Statistics Canada are provided for use with this chapter. They succinctly summarize the 2011 census findings on age and language in Canada. You may want to start by directly your students to the infographic on the 2011 census shown in chapter 2 of the text book and discuss what they find interesting or surprising. Then ask your students to read the video case without answering the questions. Then show the two Statistics Canada videos and ask the students to work in pairs to answer the questions. These questions can then be reviewed in class. BRING IT TO LIFE: VIDEO CASE – PRINTOUT STATISTICS CANADA - AN OVERVIEW OF LANGUAGE DATA, 2011 CENSUS STATISTICS CANADA - AN OVERVIEW OF AGE AND SEX DATA, 2011 CENSUS A census of the population is conducted in Canada every five years and the data is analyzed and released to the public in the two subsequent years. Canada’s latest census was conducted in 2011 and shows interesting data on language and age. The population stands at over 33.5 million people. Language Canada is a nation of diverse origins. The 2011 census reports over two hundred different mother tongues with one-fifth of Canada's population, about 6.6 million people, speaking a language other than English or French at home. The most prevalent immigrant home languages are the Chinese languages, followed by Punjabi, Spanish, Tagalog, Arabic, Italian, Urdu and German. Over 60 different Aboriginal languages are also spoken in Canada, the most frequented noted as Cree languages, Inuktitut and Ojibway. Canada’s two official languages are English and French and 98 percent of the population is able to conduct conversations in either one of these languages. 58 percent of the population reports English as its mother tongue and 22 percent report it as French. Bilingual speakers of both English and French account for 17.5 percent of the population. Age Canada’s population is changing largely due to the aging of the population with a greater proportion of older people living in Canada. This is mainly due to a combination of good living conditions and strong health care services that exist in a politically and geographically stable society. Working age Canadians between 15 - 64 years are the largest segment of the Canadian population at 69 percent, followed by children 0 -14 years at 17 percent, and seniors over 65 years at 15 percent of the population. When comparing 2011 to the 2006 census data, some interesting facts surface within these broad age groups: - The 0 - 14 year age group is relatively stable - The 15 - 64 year old group has grown 6 percent - The 65+ age group increased 14 percent When diving deeper into the data, more detailed population trends are evident and need to be noted: - The 4 years and under age group jumped 11 percent - The 60 to 64 year age group increased 29 percent - Centenarians, (people over 100 years) grew 26 percent There are currently 6 thousand centenarians living in Canada with projections reaching 18 thousand by 2031 and 80 thousand by 2061. Questions: 1. What government services do you think will be impacted by these population changes? Answer: Impacted Services: Government services such as healthcare, retirement planning, and social support programs will need to adapt to the growing senior population and increased demand for age-specific care. 2. What new opportunities does the language and population data present to a company such as Netflix? Answer: Opportunities for Netflix: Netflix could capitalize on the diverse language data by expanding its content library with more multilingual options and localized programming to cater to various linguistic groups in Canada, enhancing user engagement. BRING IT TO LIFE: VIDEO WORKSHEET STATISTICS CANADA - AN OVERVIEW OF LANGUAGE DATA, 2011 CENSUS STATISTICS CANADA - AN OVERVIEW OF AGE AND SEX DATA, 2011 CENSUS Name: Section: The videos will review information from Statistics Canada on language and population in Canada. Please answer the following questions once you have watched the videos and read the case: 1. What government services do you think will be impacted by these population changes? Answer: Impacted Services: Government services like healthcare, pensions, and elder care will be impacted by the aging population, requiring increased resources and tailored programs for seniors. 2. What new opportunities does the language and population data present to a company such as Netflix? Answer: Opportunities for Netflix: Netflix can leverage the diverse language data by offering more multilingual content and localized shows to attract a broader audience, enhancing engagement across different linguistic groups. BRING IT TO LIFE: VIDEO CASE – ANSWERS TO QUESTIONS STATISTICS CANADA 1. What government services do you think will be impacted by these population changes? Answer: Federal, provincial and municipal services will be impacted by the population changes seen in Canada’s 2011 census. Healthcare services such as hospitals, retirement homes, and long-term care, home care, and palliative care facilities will need to be examined to ensure they keep pace with the aging population and its needs for geriatric services. This will require considerable forward planning as sometimes new structures are required, existing services may need to be reorganized, and funding will needed. Other government services will also be impacted such as standards for renewing drivers’ licenses and old age security funds which may need to be revisited. From a language perspective, government agencies will need to ensure services continue to be available in Canada’s two official languages and to consider translation services for the highly used immigrant languages. Looking at the growth in young children under age 4, this may impact local school and daycare services. Federal and municipal agencies will need to examine access and capacity issues in this area. 2. What new opportunities does the language and population data present to a company such as Netflix? Answer: There are many ideas that Netflix could consider implementing to meet Canada’s changing population. Offering services in immigrant languages including movies and TV programs may prove profitable, particularly as these services are currently offered by cable TV providers such as Rogers at premium prices. It may also want to consider a service for the elderly which automatically defaults to larger screen sizes, large type closed captioning, and higher sound levels. For people concerned about aging and the brain, it may want to create services and work with experts to help stimulate brain activity. BRING IT TO LIFE: NEWSFLASHES/FOCUS ON ETHICS SYNOPSIS AND DISCUSSION QUESTIONS The NewsFlashes for this chapter are on Millennials - Facebook Addicts? and You’ve Been Hacked. Discussing these NewsFlashes in class can bring the material to life for the students in an interesting, relevant, and timely fashion. They can be used as ice-breakers to launch into a relevant subject. Many of the topics are interesting to students and may be familiar. A. MILLENNIALS - FACEBOOK ADDICTS? The millennials are avid users of Facebook and text messaging and are interested in social causes. They are focused on finding quality jobs, and are concerned about paying for retiring baby boomers. They are price conscious and frequently check online sources and e-commerce options in-store before purchasing a product - they are showroomers. Questions 1. How can stores best deal with the practice of showrooming? Answer: Stores can provide special offers for in-store purchases and use database marketing and loyalty programs to reach consumers. 2. Why do you think Instagram and Facebook are so popular with the millennials? Answer: Facebook and Instagram have easy-to-use apps that are very visual. This makes these social media sites popular. B. YOU’VE BEEN HACKED The Canadian Anti-Fraud Center provides consumers with a website to report scams, scareware and other fraudulent activities at www.antifraudcentre.ca. It works with law enforcement around the world to foil fraudulent activities and bring the perpetrators to justice. Questions 1. Do you think the Canadian Anti-Fraud Center will reduce the amount of Internet crime that exists in Canada? Why or why not? Answer: This reporting centre should help reduce Internet crime as people become more familiar with its existence. While the Canadian Anti-Fraud Center can help reduce Internet crime through prevention and enforcement, its impact is limited by the constantly evolving nature of cyber threats. Continued adaptation and public awareness are essential for significant reductions. 2. Many consumers are unaware of the Canadian Anti-Fraud Center. How can social media help increase awareness of the centre and encourage consumers to report fraud? Answer: The Canadian Anti-Fraud Center can use Facebook and Twitter to provide news alerts on the latest fraudulent activities. It can also post ads on these social media sites to raise awareness. BRING IT TO LIFE: NEWSFLASH PRINTOUT AND WORKSHEET Name: Section: Millennials - Facebook Addicts? The millennials are coming of age in a wired world and seamlessly integrate technology into their lives. While researchers do not necessarily agree on the exact boundaries of this generation, it generally covers those born between 1980 and 2000 and focuses on people between the ages of 18 and 30. The millennials are fearless users of software and digital devices. Many do not have landline phones, they frequently use the Internet to watch TV, and they keep smartphones constantly within reach. Avid users of apps, millennials use Facebook and Instagram to stay connected and often consider gaming a fun pastime. The millennials live at home longer than previous generations. They are interested in social causes, are focused on finding quality jobs, and are concerned about paying for the retiring baby boomer generation. They see personal debt as a challenge and view marriage and children as relevant. They value service and respectability more than money and status. Millennials are not proficient in face-to-face networking. Marketers need to know how to connect with this generation, so here are some facts to consider: Social media Millennials are social media addicts—90 percent use Facebook and 80 percent of users check it daily. Facebook is their top communication tool to share noteworthy events with friends, followed by text messaging. While e-mail is the least likely form of communication with friends, it is used regularly for work, school, and communicating with parents. The millennials are the most likely of all generations to share information online. Branding The millennials are price conscious, assessing product value before purchasing. Loyalty programs are very important to them, with 78 percent more likely to purchase a brand that has a rewards program. Rewards programs are seen as a good reason to share personal information with marketers. Millennials expect rewards to accumulate quickly and to receive their first reward within three months. Shopping The millennial generation accesses copious amounts of online information before making a purchase. Many read product reviews, get advice from social networks, and check prices on mobile devices while in store. This has coined the term showrooming, the practice of using mobile devices in store to check competitive online product reviews and prices and to then purchase the cheaper product online. Daily-deal and location-based offers do not strongly resonate with the millennial generation. Marketers keep these facts in mind when targeting the millennials. Questions 1. How can stores best deal with the practice of showrooming? Answer: Dealing with Showrooming: Stores can address showrooming by offering price matching, enhancing in-store experiences, and providing exclusive in-store promotions to incentivize immediate purchases. 2. Why do you think Instagram and Facebook are so popular with the millennials? Answer: Popularity of Instagram and Facebook: Instagram and Facebook are popular with millennials due to their visual appeal and ease of staying connected, sharing experiences, and engaging with their social networks. BRING IT TO LIFE: NEWSFLASH PRINTOUT AND WORKSHEET Name: Section: You’ve been hacked! Did your computer just freeze and a pop-up message from the RCMP announce that your computer is locked as it is linked to child pornography? The logo looks authentic and a fine needs to be settled to pay for the offence. The Canadian Anti-Fraud Centre warns that this is a scareware scam, designed to frighten users into immediately paying the purported $100 fine (or more) through the visible online payment button. This scam is cleverly designed, understanding that some recipients may prefer to pay the fine, rather than report it to police and incur additional hassles. Nonetheless, over 1,500 people in Canada logged complaints with the Canadian Anti-Fraud Centre on this very issue, which also surfaced in the U.K. The solution is to rid your computer of the malware that immobilized the device, not pay the fraudsters, and report the incident to the Canadian Anti-Fraud Centre at www.antifraudcentre.ca. Scareware scams infect computers through malware that comes from infected links, attachments, or downloads often associated with spam messages or pop-up ads. Canadian law enforcement recently cooperated with the FBI and other authorities in Sweden, Denmark, the U.K., France, Germany, Romania, Lithuania, Latvia, Ukraine, the Netherlands, and Cyprus to help foil another scareware scam where pop-up ads sold fake anti-virus software for $129 per download. Over 950,000 unsuspecting victims were defrauded of over $71 million. Eventually, one of the European perpetrators was extradited to the U.S. and sentenced to four years in jail and fined $650,000. The Canadian Anti-Fraud Centre advises us to turn on pop-up blockers and to never open spam e-mail or unknown attachments. In addition, consumers should not click on spam pop-up images to download anti-viral programs and always use up-to-date, trusted, anti-virus software. If you are the recipient of a scareware scam, you are asked to contact your local police department and the Canadian Anti-Fraud Centre. Questions 1. Do you think the Canadian Anti-Fraud Center will reduce the amount of Internet crime that exists in Canada? Why or why not? Answer: Impact on Internet Crime: The Canadian Anti-Fraud Centre can help mitigate Internet crime through education and enforcement, but its effectiveness is limited by the constant evolution of cyber threats and the need for ongoing public awareness. 2. Many consumers are unaware of the Canadian Anti-Fraud Center. How can social media help increase awareness of the centre and encourage consumers to report fraud? Answer: Social media can increase awareness of the Canadian Anti-Fraud Centre by sharing educational posts, infographics, and real-life scam examples to inform users. Additionally, it can encourage reporting by highlighting easy reporting processes and sharing success stories of fraud prevention. BRING IT TO LIFE: IN-CLASS ACTIVITY INSTRUCTIONS – HARVEY’S MARKETING ENVIRONMENT SCAN Learning Objectives 1. To understand the purpose of a marketing environment scan 2. To conduct a brief marketing environment scan Description of In-Class Activity •Provide students with a list of menu choices available at Harvey’s fast-food restaurants and ask them to conduct a marketing environmental scan that identifies trends, and opportunities and threats in the market that affect Harvey’s consumers. Students will then brainstorm on marketing ideas that address these trends. •Once the groups have completed the activity, a spokesperson for each group should share their ideas with the class. •This activity should only be conducted in groups. Estimated class time: 45-60 minutes. Preparation before Class •Review the Harvey’s menu at http://www.harveys.ca/eng/index.php. If possible, visit one of their fast-food restaurants to understand the restaurant ambiance and product offerings. •Determine whether you will be showing a visual of the fast-food restaurant. If you have an Internet capable class-room, consider linking to the Harvey’s website at the start of this activity at http://www.harveys.ca/eng/index.php. An alternative is to show a visual of Harvey’s from Google Images. In-Class Implementation •Relevant Chapter Content – Prior to conducting this in-class activity, review the following chapter material with your students: o Explain the concept of a marketing environment scan – the pro¬cess of continually acquiring information on events occurring outside the organization to identify trends, opportunities, and threats to a business. Marketers use this knowledge to ensure that their prod¬ucts, services, and ideas are relevant and meaningful. o Ensure students understand the following factors: Demographic forces – these are character¬istics of a population such as age, gender, eth¬nicity, income, and occupation. Socio-cultural forces – these refer to cultural values, ideas, and attitudes that are learned and shared among a group of people. It also includes society’s morals and beliefs. Economic forces – these refer to consumers’ willingness and ability to purchase a product. Inflation rates, unemployment rates, economic growth rates, and consumer confidence levels are all areas that need to be monitored by marketers. Technological forces – these refer to changes in how consumers use tech¬nology and how technology is being integrating into their daily lives. Competitive forces – these refer to alterna¬tive products that can satisfy a specific market’s needs. Regulatory forces – these refer to restrictions placed on marketing practices by different levels of government and industry associ¬ations. •In-Class Instructions – Show a visual of a Harvey’s product or restaurant. Briefly describe the types of products sold at these outlets. Linking to the Harvey’s website (http://www.harveys.ca/eng/index.php) may be useful. Ask students which fast-food companies compete with Harvey’s and if there have been any changes in the fast food industry over the last few years in terms of menu items and store ambiance. Briefly and informally explain the activity and then ask students to get into groups of four. Distribute the handout to each group and then formally review the activity with them. Break the activity up in to three segments; (1) ask the student to determine the facts in the marketing environment scan – 20 minutes, (2) ask the students to brainstorm on marketing ideas that address the marketing environment factors they have identified – 20 minutes, and (3) allocate 20 minutes for a spokesperson from each group to briefly share their marketing ideas and rationale with the class. •Handout – Distribute the handout and worksheet for students to complete. •Evaluation – Collect the worksheets for evaluation purposes. They can be evaluated for completion, or graded for quality of the work completed. Answers will vary for this activity and therefore an answer sheet is not provided. BRING IT TO LIFE: IN-CLASS ACTIVITY HARVEY’S – HANDOUT Please review the selection of menu choices that Harvey’s fast food restaurants provide to their patrons. Then review of the changes that are occurring in the marketing environment that affect consumers’ willingness and ability to buy these items. Formalize your findings with a marketing environmental scan that identifies these changes and outlines your ideas on how to better market Harvey’s in this environment. An example of a marketing environment scan for GrapeTrail is attached as a reference. BRING IT TO LIFE: IN-CLASS ACTIVITY HARVEY’S: WORKSHEET Name: Section: Conduct a marketing environment scan of Harvey’s fast food restaurants. First, identify the trends and changes that are occurring in the market that impact Harvey’s consumers – (FACTS). Second, brainstorm on marketing ideas that address these changes and meet changing consumer needs – (FACTS). Third, select a spokesperson for your group who will briefly and informally explain your ideas to the class. Marketing Environment Scan – GrapeTrail Factors Marketing Environmental Scan Step 1 Facts and Trends Step 2 Brainstorming Ideas Step 3 Ideas for Implementation Demographic factors Socio-cultural factors Economic factors Technological factors Competitive factors Regulatory factors BRING IT TO LIFE: IN-CLASS ACTIVITY EXAMPLE MARKETING ENVIRONMENTAL SCAN GRAPETRAIL Marketing Environment Scan – GrapeTrail Factors Marketing Environmental Scan Step 1 Facts and Trends Step 2 Brainstorming Ideas Step 3 Ideas for Implementation Demographic factors • A well-educated aging population exists in Canada • Baby boomers are active, relatively affluent, and interested in travel and new experiences • Young couples are having children later in life, freeing up leisure time to enjoy local and international tourist destinations • Create apps that allow users to more easily explore local travel destinations • Create apps that allow baby boomers to explore eco-tourism and edu-tourism interests • Include good quality information in the apps to appeal to well-educated baby boomers • Create apps for wine country tours for the millennials • Create apps for culinary food tours for the millennials • Develop local wine tour apps • Ensure wine tour apps have better features and more functionality than the competition. Include: - Local wine regions, including emerging regions - Winery information such as trading hours, contact details and types of wines produced - Options for users to create their own personal itineraries - Navigation within the app - Social media login • Visit local wineries and get their feedback to improve the app Socio-cultural factors • Wine is becoming increasingly popular in Canada • Emerging foodie culture • Social media is part of the day for most Canadians • Create an app for exploring local wine country • Create an app for culinary food tours • Create an app for eco-tourism tours • Integrate social media in the apps • Create an app for local wine tours • Integrate social media in the apps so users can share their experiences • Allow users to sign up and login to the app using Facebook Economic factors • Consumers are concerned about the economy • People have become more prudent in their spending habits • Provide free apps that help Canadians explore local tourist destinations and what they have to offer • Consider accepting ads in the apps to make them financially viable • Consider licensing the apps to local tourist associations • Partner with wineries to encourage users to download the app • Provide app as a free download • Partner with wineries to encourage users to download the app • Provide wineries with marketing materials to raise awareness of the app Technological factors • Smartphone and tablet usage is strong in Canada • Apps are widely downloaded on Apple iOS, Google Android, and BlackBerry devices • Consider making apps for Apple iOS, Google Android, and BlackBerry devices • Develop the wine tour app for Apple iOS devices first • Expand the app onto other platforms at a later date Competitive factors • An overwhelming number of apps exist • Only a few worthy eco- tourism and edu- tourism apps exist • Most wine-related apps need to be purchased for a fee • Wine tour apps do not provide GPS navigation within the app • Create free, highly functional edu-tourism and eco-tourism apps • Integrate social media in the apps • Ensure GPS navigation exists within the app • Provide the app for free with zero in-app purchases • Start with a highly functional, free wine tour app with built-in GPS navigation and social media integration • Ensure the user interface of the app is supported for all iPhone screen sizes Regulatory factors • Must be 19 years of age or older to legally drink alcohol • Must pass iOS strict approval process • Must pay an annual fee and portions of all earnings through the app to Apple • Ensure the app complies with Apple’s App Store Review Guidelines •Ensure the app is listed with an App Store rating of 17+ • Create responsible drinking messages within the app BRING IT TO LIFE: METRICS ASSIGNMENT AND WORKSHEET CAR TREND ANALYSIS GOOGLE TRENDS AND ALEXA Name: Section: As a marketing intern for Honda in Canada, you have been asked to review website trends for the Honda brand versus Ford, and Toyota. You decide to gather data using Google Trends and Alexa and present it using a marketing metrics dashboard as a springboard for discussion. Create a marketing metrics dashboard and draw some general conclusions about the data that you find. Tasks: 1. Search volume – 12 month trend Go to Google Search Trends at http://www.google.ca/trends/ and review the search traffic for Toyota, Nissan, and Honda by navigating to Google Trends at http://www.google.ca/trends/. Separately add the terms Toyota, Ford, and Honda into the search box. Drop down the Worldwide tab and select Canada. Drop down the 2014 - present tab and select, Past 12 months. Collect and review the data. 2. Website traffic – 2 year trend Go to Alexa at http://www.alexa.com/ and review the website traffic for Toyota, Ford, and Honda by separately adding the terms Toyota.ca, Ford.ca, and Honda.ca into the search box. For each brand, scroll down on the Alexa website to gather data on website rank in Canada as well as metrics per visitor for bounce rate, daily page views, and time on site. Compare the metrics for these three brands. 3. Marketing Metrics Dashboard Present the information in a marketing metrics dashboard that visually represents the data using graphs and charts. (Dashboard tip: use Excel and Word to create charts and place them in a single PowerPoint slide to combine the visuals). 4. Discussion Review the data and be prepared to discuss the trends and correlations. BRING IT TO LIFE: METRICS ASSIGNMENT CAR TREND ANALYSIS GOOGLE TRENDS AND ALEXA ANSWERS AND TEACHING NOTE This assignment familiarizes students with how to use Google Trends and Alexa to gather online data. It also exposes students to marketing dashboards as a way to clearly visually represent data that can be used to and analyze trends. To be successful, this assignment requires the instructor to first explain that a marketing dashboard visually represents marketing metrics in an easily understandable snapshot that uses charts, graphs, and tables, often on a single page. Once this is established, the instructor needs to demonstrate two things in class before distributing the assignment. These are: 1. How to gather data from Google Trends Answer: Navigate to Google Trends at http://www.google.com/trends/ Add the search terms into the search box on this webpage Drop down the Worldwide tab to select the region Drop down the 20014- present tab to select the time frame Google Trends Data Gathering: To collect data, visit Google Trends, enter your search terms, select the desired region from the dropdown menu, and choose the time frame from 2004 to present to analyze trends over time. 2. How to gather data from Alexa Answer: Navigate to Alexa at http://www.alexa.com/ Add the website terms into the search box Scroll down on Alexa after searching for each term to retrieve relevant data Alexa Data Gathering: Go to Alexa, enter your website terms in the search box, then scroll down to view metrics such as traffic rank, audience insights, and other relevant data to assess website performance and trends. Solution Manual for Marketing: The Core Roger A. Kerin, Steven W. Hartley, William Rudelius, Christina Clements, Harvey Skolnick, Arsenio Bonifacio 9781259030703, 9781259269264, 9781259107108
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