The opening case for Chapter 2 asked you to think about McDonald's and its place in the increasingly competitive fast food market. Cultural and demographic changes in McDonald's customer base and target market have forced the company to develop new products and marketing strategies. Take a look at the McDonald's homepage:

http://www.mcdonalds.com

a) Identify the main thrusts of the McDonald's on-line campaign. What cultural, social and/or demographic factors can you associate with each of these emphases? Which are aimed at attracting new customers, and which are aimed at retaining old ones?

b) How is McDonald's global orientation demonstrated on this homepage? How could McDonald's use Web technology to bolster this aspect of its market strategy?

As you study the Apple Computer homepage - http://www.apple.com - prepare a succinct description of this company's external macroenvironment. (Hint: press releases are excellent sources of information about the external forces influencing a company's marketing program.) Be sure to organize your description according to the six areas of influence listed on p. 31, giving at least two examples for each category.

Demographics refer to the characteristics of human populations, including such factors as size, distribution, and growth. There are dozens of demographics resources on the Web, but perhaps the best place to start your exploration of this topic is with Georgia Tech's Web User Survey. Conducted twice a year, this is one of the most comprehensive studies of on-line demographics. You can find all of the results at:

http://www.cc.gatech.edu/gvu/user_surveys/

a) Write a brief summary of the results of the most recent survey. Be sure to define the population being studied and the specific demographic information categories covered. Were you surprised by any of the findings? Based on these results, what future trends can you predict for the Web user population? What are the limitations and pitfalls of a study such as this?

b) How can marketers use this information to better plan their Web marketing strategies? Based on these results, what kinds of products and services are best suited for Web-based marketing efforts? How might this change in the next 5, 10, or 25 years?

Describe and illustrate the three major types of competition using each of the following organizations as an example:

National Public Radio http://www.npr.org

Crayola Crayons http://www.crayola.com

H&R Block Tax Services http://www.handrblock.com/tax/

One of the most significant socio-cultural trends facing American business is an increased environmental awareness among the general population. This so-called "greening of America" means that consumers now demand products and services that are not harmful to the natural environment. You can find examples of "green" companies and products all over the Web. Here are two excellent jumping-off points:

Sustainable Business Network http://www.envirolink.org/sbn/

Green Power Network http://www.eren.doe.gov/greenpower/

Choose one "green" product or service from each site and answer the following questions:

a) What about this product or service makes it "green"? What competition does it face from other companies - "green" or otherwise? How does it stack up?

b) As the main text points out, a common mistake made by companies is neglecting to mention the product's benefit to the consumer, not just the environment. Does your chosen company make this mistake? Even if it doesn't, how would you suggest improving the overall marketing scheme for this company?

Bank of America is one example of a large corporation that recognizes the changing roles of women in American society. Peruse their Website and answer the questions below:

http://www.bankamerica.com

Give at least one example of a woman-oriented service at Bank of America. (Hint: To find an appropriate service, execute a keyword search of this site using the word women.) What socio-cultural trend does this reflect? What other programs or services could Bank of America offer to capitalize on these changes?

The fast food industry in one of the best places to see how American business has responded to recent physical fitness and health trends. Take a look at the following fast food homepages:

McDonald's http://www.mcdonalds.com

Wendy's http://www.wendys.com

Subway http://www.subway.com

Kentucky Fried Chicken http://www.kentuckyfriedchicken.com

How has each chain addressed the public's increased health consciousness? Do you think they have done so successfully? What can you suggest for improving this aspect of each company's marketing strategy? What are the potential marketing and operational pitfalls of a more health-centered approach for fast food chains?

As the authors point out, marketing executives do not have to be lawyers, but they should know something about laws effecting marketing - why they were passed, their main provisions, and current ground rules set by the courts and regulatory agencies for administering them. The Web is a convenient medium for learning about these laws, especially in light of the vast government resources available on-line. Here are just a few federal government sites where you can find official legal information pertaining to marketing:

Federal Trade Commission http://www.ftc.gov

FedWorld Information Network http://www.fedworld.gov

Consumer Information Center http://www.pueblo.gsa.gov

United States Information Agency http://www.usia.gov

THOMAS: Legislative Information on the Internet http://thomas.loc.gov

Using the above resources, find the complete text for one of the legislative examples listed in Table 2-1 (p. 42). Prepare a brief synopsis of the legislation you chose. Then make a list of the industries most effected by this legislation. Finally, give one or two examples of ways in which existing companies have changed their business practices in order to conform to this legislation.

Using concepts and definitions presented on pp. 44-46, write a description of the external microenvironment for each of the companies listed below.

Gerber Baby Food http://www.gerber.com

TicketMaster http://www.ticketmaster.com

Walgreens http://www.walgreens.com