Chapter 1 

1. What features of GIS systems are of greatest value in communicating business information? Explain.
2. What applications of GIS do you believe to be of greatest value?  Explain

Chapter 12
Posted by: CARDINALS   Response by:  FINCHES

1. Explain the cascading system of census geography discussed by Pol and Thomas.  How does this system assist in refining market segmentation analysis?
2. Distinguish between the following types of data in GIS systems: spatial vs. attribute data; vector, raster and image spatial data; postal, census, media and telecommunications geographic data; demographic, segmentation and business attribute data.
3. Optional: Select a county in the United States and download its TIGER 95 files from ESRI.  Unzip these files and experiment with the various data layers included.

Chapter 9
Posted by:  ROBINS   Response by:  ORIOLES

1. Pol and Thomas discuss several characteristics and measures for describing the composition of a country's population. Identify three characteristics and an appropriate measure for each, explaining the value of each combination for marketing analysis.
2. How does the SSR Realty's Asset Management system integrate demographic, economic and geographic information with data on individual properties?  What competitive advantage does this system create for the firm?

Chapter 2
Posted by: FINCHES   Response by:  CARDINALS

1. Distinguish between demographic and socioeconomic segmentation bases in Weinstein's scheme.  How do cluster segmentation techniques integrate and extend these approaches?
2. How did Ace Hardware incorporate its primary research survey into a mapping system?  How did it use commercial data to increase its understanding of its customers?  How did the integration of internal and external marketing information lead to a successful direct mail campaign?

Chapter 4

1. How do geodemographic overlays help companies increase their understanding of their current and prospective customers?
2. How did Press-Enterprise company use geodemographic overlays in their market analysis?  How did they match block group data with carrier routes?  How did the resulting information help them target the most favorable prospects?

Chapter 5
Posted by: CARDINALS   Response by:  FINCHES

1. What two populations did Chase Manhattan discover in its market analysis?  What information did the firm gather on its daytime customers?  How may they use this information to serve this customer base more effectively?
2. To what measures does the acronym RFM refer?  Explain RFM analysis helps database marketers identify their best customers.  

Chapter 6
Posted by:  ROBINS   Response by:  ORIOLES

1. How did Ink Tech's consultants use spatial information to identify inefficiencies in the firm's Chicago sales operations?  How did the resulting analysis help the firm realize cost savings in its Chicago sales organization?
2. How do data mining applications allow firms to find previously unrecognized patterns in their customer databases?  How does the application of geodemographic and RFM analyses to these databases help firms increase customer loyalty and retention?

Chapter 3
Posted by: FINCHES   Response by:  CARDINALS

1. What variables does Gold's Gym use to define its target market?  How did geodemographic analysis of these variables guide the firm's decision on a proposal for a new franchise on Long Island?
2. Identify and describe three mechanisms for defining an outlet's trade area?  How does the study of existing trade areas help a firm select sites for new outlets?
3. How can geotargeting help firms personalize their online marketing efforts?

Chapter 10
Posted by:  ORIOLES   Response by:  ROBINS

1. What is Global Positioning System technology and how does it work?  How did the USPS use it to improve delivery systems, route planning and driver safety in its Arlington, Texas pilot project?
2. How is drive time data gathered for business geographics analysis?  How do firm's use this information in combination with mapping and routing software to improve the efficiency of delivery or other travel-related operations?

Future Trends in Business Geographics and Information Systems

These readings are optional.  They describe current trends toward integrating business geographics tools within enterprise wide information systems.  These tools would be readily available as an integral part of the desktop decision making tools available to managers.  That this will happen is, indeed, the premise for this course and the exercises you have completed.