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151. One purpose of government regulation is to protect consumers from unfair business
practices. List two areas in which this may occur.
152. How might a marketer act in a socially responsible way toward the general public?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 89
Part 2: Understanding the Marketplace and Consumers
153. Explain the controversy surrounding cause-related marketing.
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?
Scenario
Casey Brickly opened The Landing on the north shore of Witmer 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 of any 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 aura surrounding Witmer Lake and the neighboring
lakes became 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 original owners. 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.”
90 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
156. What microeconomic forces have impacted The Landing the most?
157. What macroeconomic forces have impacted The Landing the most in the long run?
from being weekenders to year-round residents to weekenders again.
158. Which macroeconomic force may be most responsible for The Landing’s 43-year
survival?
159. What political forces, if any, are evident in this scenario?
160. How has the baby boom population impacted business at The Landing in the past four
decades?
161. What demographic forces have likely influenced the recent upscale aura of the area
surrounding Witmer Lake?
162. Some of the older patrons of The Landing have spoken negatively about the
conversion of the diner into a bar. What are two examples of social responsibility that
Casey could embrace in an effort to offset that negativity?
163. What possible shifts in cultural values may once again impact Casey’s mission at The
Landing?

164. What might allow Casey Brickly to now take a more proactive stance in responding
to the marketing environment?

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