TUTORIAL WORKSHEETS Week 3: Starbucks Corporation: Serving More than Coffee 1) How does Starbucks approach to social responsibility

relate to the three concepts of social responsibility in the text? Profit responsibility

Stakeholder responsibility

Societal responsibility

2) What role does sustainable development play in Starbucks approach to social responsibility? (Note: Sustainable development means conducting business in a way that protects the environment and produces a profit over time.)

Week 4: Tutorial ReadingThe Car Industry: Small Isnt Beautiful Analysis of the marketing environment Technology

Competition

Demographic

Social

Culture

Economic

Political/Legal

Week 5: Philips Lighting - Reverse Quality Gap in Transitional Economies Q1) What cultural, social and personal characteristics affect the purchase of long-lasting bulbs in China? Cultural (e.g. values)

Social (e.g. social class, word-of-mouth, education)

Personal (e.g. lifestyle, occupation, age)

Q2) In your opinion, what are the consumer motivations for buying a long-lasting bulb? Regular bulb

Long-lasting bulb

How has past experience impacted their perception of this new technology? How would it change if they buy a long-lasting bulb?

Philips Lighting (contd) Q3) What kind of buying decision is the typical purchase of a regular light bulb? Is this different for the purchase of a long-lasting bulb? Regular bulb

Long-lasting bulb

Reasons if different:

Q4) How will advertising and promotions by Forshan affect the stages of the buying decision process? Stages in the buying decision process

Q6) What factors underlie the failure if Philips 10,000-hour light bulbs and what are the success factors that contributed to Philipss new strategy? Factors leading to failure

Factors contributing to success

Week 6: Fisher Price Q1) Why was it important for Fisher-Price marketers to define their problem through exploratory research because:

Q2) Do you think that Fisher-Price methods for collecting primary data are effective? Why or why not? Describe other techniques that might be effective. Method used Advantages Disadvantages

Q3) In what ways might Fisher-Price use secondary data in its research?

Q4) Elements at Fisher-Prices website that allows it to collect further research data on the product: