role of marketing reasearch 1
Instructions: How (pick an organization from the list on the next page) conducts and uses marketing research in their
strategic marketing management?
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1. Identifying and evaluating market opportunities
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Discuss 2 relevant trends (e.g., trends could be about consumer, market, or technology) |
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2. Analyzing market segments and selecting target markets
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Describe the target market. Also, what research tool can help the company understand the target market? Be specific. |
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3. Planning and implementinga marketing mix (4P’s) |
Provide a research example for each of the 4P’s (see my examples in notes below slides) • Product • Pricing • Place |
4. Analyzing firm performance
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How to analyze firm performance? And what type of data? |
List of Organizations:
- A smart home device (e.g., Echo or Nest) company
- A company that publishes marketing textbooks
- A store that sells organic foods
- A manufacturer of outdoor sportswear
- A manufacturer of pet products and supplies
- An online dating site
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