1)WestJet has experienced success segmenting its market as the brand evolves. Review the opening vignette on WestJet and then brainstorm on a new marketing mix for its premium customer segment that includes new forms of content marketing, social media marketing, mobile marketing, and partnership marketing. Outline the new marketing mix under the headings Product, Price, Place, and Promotion.

 

2)Focus on demographic forces. The Marketing Newsflash in this chapter focused on the Chinese consumers and their shopping preferences. There are many articles that have been written on the topic of ethnic marketing. Do some research on the topic and choose a company that has adopted ethnic marketing strategies. Outline its strategies and tactics. Has it been successful? What should the company do next?

 

3)   What type of consumer involvement is required in choosing an airline ticket?

 

4.   Describe the consumer purchase decision process as it relates to purchasing an airline ticket. 

5)This chapter's opening vignette examines how Deepwater Farms is reinventing farming with aquaponics. Applying the marketing research process, what are some potential new products that Deepwater Farms should expand into. What are the key sources of secondary data that they should consider? Review the company's website at www.deepwaterfarms.com.