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Assignment 1 consists of two sets of questions:

• 20 Questions based on the content of Chapters 1 through 11 in the text; and

• 10 questions relating to 3 Cases based on the content of Chapters 1 to 11.

These questions are found in three parts:

Part 1 (Chapters 1 through 3) consisting of Questions 1.1 through 1.7 and 3 questions relating to the Harmonix case;

Part 2 (Chapters 4 through 8) consisting of Questions 2.1 through 2.7 and 4 questions relating to the Petco case; and

Part 3 (Chapters 9 through 11) consisting of Questions 3.1 through 3.6 and 3 questions relating to the TerraCycle case.

This assignment will require you to submit a formal report of your responses to the questions as a Word document

submitted through the Assignment 1 drop box on the course Moodle site. Make sure you number your responses consistently

with the assignment. You may also repeat the question but do not count it in the suggested response length.

There is no formal minimum or maximum length for your reports but you should expect that a satisfactory submission for

each assignment will be in the range of 3,000 words (100 words for each question on average). You may exceed this minimum

but a satisfactory submission is not likely to be less than 3,000 words. Submissions graded at the ‘excellent’ or A level

have typically been between 4,000 and 5,000 words.

Where you use published material not contained in the text, you must reference it as you would in any other report and I

recommend that you use APA referencing and citation style. Where you use personal knowledge or experiences, no reference

is necessary. Where you refer to material from the text, it is acceptable to simply provide a page reference in

parentheses. Be very careful not to plagiarize the text, ie, do not to use the exact wording of the text to respond to

questions but if you do, you must reference them properly in accordance with APA referencing guidelines.

The assignment is worth 20 final marks in the course. Each question carries equal worth. Submissions will be assessed on

both content (approximately 75%) and professionalism including grammar, style, clarity and format (approximately 25%).


The following questions and case relate to Part 1 – Marketing (Chapters 1 through 3).

1.1 Describe the basic ideas underlying the marketing concept? Did this concept emerge in a buyer’s market or a seller’s

market? How does the societal marketing orientation take this one step further? Why has this occurred?

1.2 To be successful today companies need an external market- orientated focus. Describe the five key elements in a

company’s organizational focus that are needed to be successful today.

1.3 The president of a company has decided to restructure the firm and become more market-oriented. She is going to

announce the changes at an upcoming meeting with the management team. What reasons and critical elements should she refer

to in convincing the team that this is a good approach?

1.4 Why is it important for marketers and companies to undertake regular environmental scans? Describe the various areas

they should be doing scans of.

1.5 Why are marketing managers paying more attention to ethnic dimensions of consumer markets in Canada? What are they

doing to be more successful with this changing target market?

1.6 What is Marketing Strategy? How can a company develop a competitive advantage? Briefly describe the key parts of a

strategy that you see that would be needed for the successful of the development of a marketing plan for a new energy



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