COPY_03_5dec – 6th

| August 13, 2017

154) What is the difference between a core
belief and a secondary belief?
155) Why is it important for marketers to
understand people’s views of themselves?
156) What steps might a marketer take to shift
froma reactive stance to the marketing environment to a more proactive stance?
Casey Brickly opened The Landing on the north
shore ofWitmer Lake in 1962. With a sandwich counter on one side and a bait
shop and grocery on the other, The Landing was an immediate hit with weekend
lake visitors and local residents alike. In the summer, boaters parked at the
piers and bought all their lake needs–rods and reels, bait, fishing
licenses, snacks, soft drinks–at The Landing. Even during the winter
months, snowmobilers and ice fishermen were lured to The Landing for a snack
and hot coffee or hot chocolate.
As time passed, the business changed and grew
tremendously. What was formerly a weekend tourist area gradually became
a year-round residential area. Many of the houses, which were built
as cottages in the 1950s and 1960s, were being remodeled
into year-round homes. By the end of the 1970s, the days of small
motor boats and 10 mile-per-hour speed limits were gone; skiing and
fast speed boats became all the rage. And The Landing continued to attract
flocks of patrons.
In the 1980s, however, Casey started to realize
that the grocery area in The Landing could not compete with larger local
retailers. He eventually enlarged the sandwich counter, transforming the bait
shop and grocery into a restaurant with a full menu typical ofany diner.
“Getting rid of the
bait shop was hard to do,” Casey admitted. “I still had a summer
crowd that relied on us for their fishing needs, but we couldn’t survive a
whole year on four months of profit.”
As the 1990s approached, the atmosphere ofWitmer
Lake and the neighboring lakes became more upscale. “I could see that
people were spending more on their speed boats than what they had originally
paid for their cottages!”Casey exclaimed. Many of the cottages were being
inherited by children and grandchildren of the originalowners. Once again, the
scene started to change as many of the lake houses were used only as weekend
lake homes. Unlike the previous generation, a vast number of the current owners
could afford to live closer to their jobs while maintaining lake homes.
“At this point, business wasn’t growing,” Casey said.
As local competition continued to increase,
Casey converted the diner atmosphere of The Landing into a bar with a lounge
area. “The change might have been too drastic,” Casey said, “but
it was the only way we could maintain a strong, year-round business
in spite of the population shifts and competitive forces.”
157) What microeconomic forces have impacted The
Landing the most?
Copyright © 2011 Pearson Education, Inc.
158) What macroeconomic forces have impacted The Landing the most
in the long run? 159) Which macroeconomic force may be most responsible for The
Landing’s 43-year survival? Answer: The
natural environment–namely, Witmer Lake–has been most
responsible for attracting consumers to the area. It is the one macro force
that has remained constant.
160) What political forces, ifany, are evident
in this scenario?
161) How has the baby boompopulation affected
business at The Landing in the past four decades?
162) What demographic forces have likely
influenced the recent upscale atmosphere of the area surrounding Witmer Lake?
163) Some of the older
patrons of The Landing have spoken negatively about the conversion of the diner
into a bar. What are two examples ofsocial responsibility that Casey could
embrace in an effort to offset that negativity?
164) What possible shifts in cultural values may
once again affect Casey’s mission at The Landing?
165) What might allow Casey Brickly to now take
a more proactive stance in responding to the marketing environment?

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