Chapter 3
The Marketing Environment
Individual Assignment
1. Read the opening vignette to the chapter. Think about the answers to the following questions:
a. How might increasing levels of education have impacted McDonald’s growth?
b. What in McDonald’s turnaround plan addressed changing income levels?
c. Was McDonald’s being reactive or proactive in its approach to its changing marketplace?
Share your findings with the class.
Think-Pair-Share
1. Consider the following questions, formulate and answers, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.
a. What is the difference between the microenvironment and macroenvironment with respect to marketing?
b. What does a marketing intermediary do?
c. How many publics can you name for your college or university?
d. What generation are you in? How would you describe your generation?
e. If you were going to attempt to sell to the 65+ generation, what would be a key to selling successfully to this generational group?
f. Which technological force will impact marketing the most in the near future? What technological force has impacted you the most? Comment.
g. Do you think the Internet should be regulated? Why or why not? Do you buy online? Why or why not?
h. List five cultural values in our society. Why are these values important to our society? (If you are from a foreign society, list five cultural values from that society. What are the differences?)
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