Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question
Chapter 4, Problem 4.20CC
Summary Introduction
Case summary:
The significant problem in the given case is that Company C is in its mature state and low growth, their chief executive officer (CEO) needs to change that by maximising its market towards new customers without losing the old ones. The case describes how Company C is utilising biometric technology by including new flavours to their soup lines to attain maximum consumers.
Characters in the case:
- Company C
To discuss: The comparison of the effectiveness of Company C’s biometric research with deep dive research.
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Marketing Research. What is an example of a research “problem” for a company like Uber?
1. What is the central role of market research?
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Identify a nonprofit organization that might use marketing research, anddescribe one example of a meaningful research project that it mightconduct. Discuss the steps it should undertake in this project.
Chapter 4 Solutions
Principles Of Marketing
Ch. 4 - Prob. 4.1DQCh. 4 - Prob. 4.2DQCh. 4 - Prob. 4.3DQCh. 4 - Prob. 4.4DQCh. 4 - Prob. 4.5DQCh. 4 - Prob. 4.6CTECh. 4 - Prob. 4.7CTECh. 4 - Prob. 4.9ACCh. 4 - Prob. 4.10ACCh. 4 - Prob. 4.11AC
Ch. 4 - Prob. 4.12ACCh. 4 - Prob. 4.13ACCh. 4 - Prob. 4.14ACCh. 4 - What is Nielsens expertise?Ch. 4 - Prob. 4.16VCCh. 4 - What kinds of partnerships might Nielsen need to...Ch. 4 - What are the strengths and weaknesses of the...Ch. 4 - Prob. 4.19CCCh. 4 - Prob. 4.20CCCh. 4 - Prob. 4.21CCCh. 4 - Prob. 4.22MMLCh. 4 - Prob. 4.23MML
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Similar questions
- 1. Discuss the real value of marketing research and marketing information and how that value is attained. 2. Discuss the sources of internal data and the advantages and disadvantaged associated with this data. 3. Explain the role of secondary data in gathering customer insights. Where do marketers obtain secondary data, and what are the potential problems in using such data? 4. What are the advantages of web-based survey research over traditional survey research? 5. Conduct a web-based survey to at least 20 college students from different universities to learn what services their university could offer to better meet student needs.arrow_forwardCompare and contrast the similarities and contrasts between Big Data and more traditional marketing research concepts.arrow_forwardMarketing research is a waste of money and time. Discuss.arrow_forward
- Describe and assess Club Med’s problem identification and the research it is based on. Given its desired positioning and business problem, did Club Med draw the right conclusions from the research?arrow_forwardIf Kimmel decides to conduct a study to address the marketing research problem, what research design(s) should be adopted? Relate the different phases of the research design to specific aspects of the marketing research problem.arrow_forwardMarketing Research What is the first step in conducting a marketing research project? Why is it important to define the marketing research problem appropriately? What are the common types of errors encountered in defining a marketing research problem? Does the healthcare environment make defining the research problem more or less difficult? Why? resources should be supported by research from scholarly peer-reviewed resources.arrow_forward
- What is qualitative research. What are the four common types of qualitative research. Discussarrow_forward2) How do ideas for market research arise? First of all, someone has to know something about the capabilities of market research before they can think of it as a possible solution. Most people know something about market research in a general sense. They know it can be used to find out how many people do something or think something. But do they fully appreciate that it can be used to work out how much people are prepared to pay for each feature of a product? Do they know that you can work out the importance of issues that influence customer satisfaction without asking the customer how important each issue is? If you don’t know what something can do, it is fully understandable that it may not come to mind. Explain the structure of a well-defined marketing research problem, including the broad statement and the specific components.arrow_forwardWhat is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data?arrow_forward
- Critical Thinking What is your overall attitude toward market research? Do you think it is a beneficial activ- ity from a consumer's perspective? Or do you think it merely gives marketers new insights on how to con- vince consumers to buy something they really don't want or need?arrow_forwardReflect on the importance of ethics in marketing research. What initiatives would you present to marketing management to assure participants that the data collection process is ethical and their data will not be used for alternate purposes?arrow_forwardYour company recently launched a new “dry” shampoo. Although initial sales were strong, they have steadily declined over the last year and a half. You have decided to conduct further market research, but first, you have to define the research problem. Prepare a short report that clearly and fully defines the research problem for your productarrow_forward
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