Essay Questions
1. Scott wishes to open an all-age music club in Guangzhou college town. He is considering several real estate options, but is unsure how much space he can actually fill with young customers. Acting as a consultant, please describe to Scott the different ways he might forecast the demand in his community for the club, thus helping him decide on the size of the venue.
2.Chocolate ER is a new soft drink that has been developed by a Chinese beverage maker. The company has extensive, well-developed convenience store distribution agreements up and down the east coast of China for its other non-alcoholic beverages. Describe the methods the company could use to forecast sales for Chocolate ER.
3.Like products, markets evolve through four stages. What are those four stages? Characterize each stage of a market’s evolution.
4.Competitors often compete on the basis of product attributes. One of the problems is, however, determining what new attributes the product may have or be perceived to have. There are four approaches that a marketing manager might try to discover more information about attributes. What are those four (4) approaches?
5. In a needs-hierarchy process, what would one predict the first automobiles and the later automobiles to provide?
Mini-Cases Mini-Case 3-1
Raul wants to expand his successful auto parts business into nearby Guangzhou. Though he speaks Cantonese, he grew up in Hong Kong and does not know the Guangzhou market well. Raul is trying to consider all the issues that will be important to him as he begins the new venture. He grabs his laptop, jumps in his car, and heads for the border
1. Refer to Mini-Case 3-1. The first thing Raul notices is a lot of Mercedes and BMWs on the road. This may indicate that the environment will be extremely important to his success.
a. competitive
b. economic
c. political-legal
d. natural
e. technological
2. Refer to Mini-Case 3-1. Once in Guangzhou, Raul passes the mayor’s office and wonders about the paperwork he’ll have to complete to open his new business in the city. This illustrates that the environment will likely affect what Raul does.
a. political-legal
b. competitive
c. natural
d. technological
e. economic
3. Refer to Mini-Case 3-1. Raul figures that he can choose his market, and his marketing mix, but that the macro environments of doing business in Guangzhou will not let him choose certain things about how business is conducted. This reflects
a. the difficulty of selling auto parts
b. the difficulty of marketing in Mexico
c. the difficulty of choosing a product line for export
d. the difficulty of dealing with the “noncontrollables”
e. the difficulty of finding suppliers outside the United States
Academic requirements:
• Soluton declaration must be completed.
• Your work should be submitted in the formats outlined slution for each task in the assignment.