1.The Chinese and South Asian consumer segment is rapidly growing in Canada. What opportunities and challenges does this trend pose for food and grocery retailers? What strategies could they use to market effectively to this segment of consumers?

2. How do you approach buying computer differently than the parents would? What about buying an outfit to wear to party? How can firms use their knowledge of different age or generational cohorts to market their products and services better?

3. Identify a company that you believe does a particular good job of marketing to different cultural groups. Justify your answer.

4. You have recently hire by a major department store in its marketing department. Your boss informs you that you will supervise a feild research study. You arrive at your assigned store and find that the study consist of shadowing customers. The store has set up a private shopping event for store credit holders. All who attend must swipe their credit cards to received the special discount coupon book. The shadow shoppers ( who the store manager hired) are given hand-held devices, address, income, family, size , and spending patterns for the customer she or he is observing. You begin to feel uncomfortable about this study since the consumer have no idea they are being tracked, nor do they know the level of confedential information about them that a stranger can acess. You are also concerned that the shadow customers are not regular employee or employees of an established marketing research provider. WHAT, IF ANYTHING WOULD OR SHOULD YOU DO ABOUT YOUR CONCERNS?