Chapter 1 – The Nature of Marketing Exercise #2 – The Nature of Marketing in Small Businesses Exercise #1 – The Nature of Marketing Vignette
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| Chapter 1 – The Nature of Marketing
Exercise #1 – The Nature of Marketing Exercise #2 – The Nature of Marketing in Small Businesses Exercise #1 – The Nature of Marketing Vignette: TELUS, formerly Alberta’s provincial telephone company (Alberta Government Telephones), wanted to build a national identity and unite its multiple acquisitions into a single operation. Featured URL: www.telus.ca The Importance of Being Innovative In 1990, Alberta Government Telephones was privatized and the company moved to establish itself as Western Canada’s biggest telecommunications company. In 2000, under the name TELUS, it moved onto the national stage. In order to build a national identity for itself and unite its multiple acquisitions (such as BC Tel, QuébecTel and Clearnet), TELUS employed an innovative marketing campaign based on whimsical nature themes and an aggressive sustainable growth strategy. In a relatively short time, TELUS has gone from being a regional telephone company to a national success story due to its unique approach to marketing. Activity1. Tour the featured Web site for TELUS. Note its various telecommunications products and the different groups of customers it serves. Why do you think the whimsical nature themes advertising campaign appeals to each of these groups of customers? 2. TELUS’ use of its nature themes is evident throughout its Web site, but it is also very understated. Why would the company select to make such subtle use of this award-winning campaign rather than, for example, featuring the animals much more prominently on each screen and building interactive devices based on the animals? Relate your answer back to the different groups of customers that TELUS serves. 3. Go into the sections that TELUS has for each of its customer groups. List the various types of information that it has provided for each type of customer. Is TELUS providing different customers with different information or is it really all the same? 4. Go into the “About TELUS” portion of this Web site. Based on what you see here as well as your answer to question 3, is TELUS a firm with a product orientation, a sales orientation, or a market orientation? Consider why it is sponsoring Vancouver’s bid for the 2010 Olympics and its other community-based programs in your answer.
The federal agency responsible for regulating Canada’s broadcasting and telecommunications systems Spectrum Management and Telecommunications Sector http://strategis.ic.gc.ca/spectrum A division of Industry Canada; responsible for international treaties, policies, and agreements Telecommunications associations and other information sources: The Canadian Wireless Telecommunications Association www.cwta.ca This organization represents carriers and companies that produce products and services for the telecommunications industry. Telecommunications Information www.ee.umanitoba.ca This site has links to telecommunication sites with useful information on telecommunications-related issues. Canadian Institute for Telecommunications Research http://www.citr.ece.mcgill.ca/english/citr.html This institute organizes research programs in strategic emerging technologies. Exercise #2 – The Nature of Marketing in Small Businesses Featured URLs: www.wcl.on.ca www.westel.com www.iridium.com Can Small Businesses be Market-Oriented, Too? It may seem surprising, but there are many small businesses in the telecommunications industry. For example, Wightman Telecommunications is a family-owned company that serves 6,300 customers in central Ontario. Navigata is a B.C.- based company that markets its services to business customers across Canada. Iridium Satellite Solutions provides remote voice, fax, and data communications anywhere in the world. The competitiveness of this industry forces even the smallest entrants to try to be market-oriented. In a high-tech field like telecommunications, a Web site is essential to achieving this goal. Activity 1. Visit the featured Web sites for Wightman Telecom (www.wcl.on.ca), Navigata (www.westel.com), and Iridium Satellite Solutions (www.iridium.com). Which groups of customers do they each serve? As small businesses, do they try to serve several groups like TELUS does? 2. Based on their Web sites, how would you classify each of these companies? Are they production-oriented, sales-oriented, or market-oriented? What improvements could they make to their Web sites to serve their particular group(s) of customers better? Directory: resource uploads -> downloads downloads -> Chapter 19 Chapter Outline downloads -> Chapter 1 Practice Quiz Introducing the Economic Way of Thinking downloads -> Bltc-8e Case Problem with Sample Answer Chapter 30: Partnerships 20. 5 Case Problem with Sample Answer downloads -> Cross-7e: Case Problem with Sample Answer downloads -> Atmospheric circulation downloads -> September 3, 2007 downloads -> August 30 2009 Website Update downloads -> Chapter 3 exercises downloads -> Review Sheet: Chapt. 1: The Moral Point of View Moral concerns are unavoidable in life. Ethics downloads -> Chapter 17 Chapter Outline Download 11.06 Kb. Share with your friends:
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