Marketing homework

Video Case 1.2 throu 5.2

1.2:

1. Why is the link between relationship marketing and social responsibility so important to Small’s business success?

2. Geoffrey B. Small is an avant-garde designer and unconventional businessperson. What examples does he set, and what might marketers for large corporations learn from his

views and practices?

2.2:

1. How does the audience rewards program support Nederlanders’s overall strategic plan?

2. It might seem as though Nederlander’s first-mover strategy has the entertainment rewards market locked up. But what strategies and tactics could a second-strategy mover use to gain access to theater customers?

3.2:

1. Describe how the economic environment may influence Zappos’ marketing efforts.

2. Explain how Zappos’ move into downtown Las Vegas fulfills the four levels of the social responsibility pyramid.

4.2:

1. In your view, does Zappos use social media effectively to strengthen its brand? Why or why not?

2. Zappos does not have a formal policy about social networking in the workplace. What are the benefits of this decision? What might be the drawbacks?

5.2:

1. What are the benefits of e-marketing for Hubway? What are the potential drawbacks?

2. Thus far, Hubway essentially engages in business-to-consumer (B2C) e-marketing. Cite two or three examples of ways in which Hubway might branch out into business-to-business (B2B) e-marketing.