Directed Study 2

Chapter 1

Questions

1. List your activities for the first two hours after you woke up this morning. Briefly indicate how marketing affected your activities.

The first thing I did when I woke up this morning was got ready for work, cooked breakfast, drove to work, and once I got to work, I caught up on the daily news and began working. Marketing affected my activities by advertisement. Commercials, billboards, radio announcements all have an effect on the type of products I purchase for everyday use, the stores I shop at, the radio stations I listen to and the television stations and shows in which I watch.

2. If a producer creates a really revolutionary new product and consumers can learn about it and purchase it at a website, is any additional marketing effort really necessary? Explain your thinking.

The internet has become a very reliable place for a lot of information and has opened up as a world of its own. As a producer, advertising is very important for sales and promotions, and the internet should not be its only source of advertisement. Daily I run into people who are not computer savvy or just do not want to deal with computers for whatever reason so if there is something that is advertised only on the internet, they would not be aware of it. Producers should accommodate both in the old fashion way with advertising on the radio, billboards, television, newspapers to reach those people who do not use computers, and still use internet sites to reach those who do. Although it will be more economical for the marketing department to use e-commerce for advertisement, producers would still need to take any means necessary to reach and satisfy the consumer.

3. Distinguish between the micro and macro views of marketing. Then explain how they are interrelated, if they are.

Micro-Marketing is taking an individual look an organization and how it collect and provide information about customer needs and wants in a product. It also deals with...