Question 1.

What is the macro-environment of marketing? Why do marketing managers conduct environmental scanning? Which specific macro-environmental factor(s) contribute to Nakaya’s strategy?

Question 2.

Although ball point pens have replaced the fountain pen as a universal writing tool, fountain pens continue to be popular with some collectors and consumers who desire a more elegant and sophisticated wiring instrument. The fastest growing markets for fountain pens are in the Far and middle East and Europe. How might a U.S. company like Parker Pens investigate trends and consumer perceptions? Describe a research plan. Be sure to state objective, type of research, data sources and collection methodologies.

Question 3.

What is consumer behavior? Why is it important to the creation of marketing strategy? Which specific determinants of consumer behavior might be used to explain an individual’s decision to purchase an $800 pen? Explain.

Question 4.

Parker Pens are priced starting at $15 to $500 and are designed for several different cohorts and segments. How might Parker segment the market? What specific targeting strategy does the company employ? Explain.