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?
3. How does the audience rewards program support Nederlanders’s overall strategic plan?
4. 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?
5. Describe how the economic environment may influence Zappos’ marketing efforts.
6. Explain how Zappos’ move into downtown Las Vegas fulfills the four levels of the social responsibility pyramid.
7. In your view, does Zappos use social media effectively to strengthen its brand? Why or why not?
8. 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?
9. What are the benefits of e-marketing for Hubway? What are the potential drawbacks?
10. 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.
