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Questions are based on this video: https://www.youtube.com/watch?v=xiImi5k9Ges
1. Why is test marketing used as a form of
2. Why is Columbus, Ohio considered to be an effective test market?
3. Describe how Wendy’s uses Columbus as a test marketing site.
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- One plus is a smart phone company that is currently developing a phone for lower segment of the market. It needs to know habits and trends of consumers. It believes it can use secondary data to learn all it needs to know before it tries to sell the ideas currently in development. Question: Discuss different types/sources of secondary-data, that can be used by One plus?2. Suggest any two or more possible market segmentation techniques with justifications that TWL can use in their marketing efforts.Name and describe the four major sets of variables that might be used in segmenting consumer markets. Which segmenting variable(s) do you think Bata is using?
- 1. What is the central role of market research? 2. What are the key stages of the research process? 3. Define qualitative and quantitative data. 4. Is it possible to make sound marketing decisions without market research? What advantages over ‘gut-feel’ decision-making does research offer decision makers? 5. Outline a research design using observational research for the following situations: a. The Department of Transport wishes to know the level of seatbelt use in cars. b. McDonald’s wish to know demand for drive-through versus eat-in versus take-out services for one of their metro stores.Answer the following question stated in a paragraph. “An error they are making with market segmentation” *article is listed below Product Case Study Sam and Micaela first met while studying marketing at San Juan College. Both were ambitious and had plans to run their own businesses. Over time they decided to start a business together. Initially they spent many months discussing what sort of business they should go into. They considered various service businesses, like consulting or an internet- based training offering. However, it was eventually an opportunity in the children’s toy market that appeared to have good potential. They had observed that parents were becoming increasingly time-poor and, as a result, had less time to spend with their children. And in order to compensate for this, the parents typically spent large amounts on their children to entertain them. Obvious examples were the success of PlayStations, iPads, PC’s, and mobile phones. Sam argued, “these are big ticket…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.
- Name and describe the four major sets of variables that might be used in segmenting consumer markets and Which segmenting variable(s) do you think Pizza Hut is using?Some market researchers tout the benefits of “soft” market research data gathered using techniques such as focus groups and observation. Others argue the benefits of using “hard” data such as statistics on consumers’ buying habits and figures on market size. When might each kind of data be preferred? Explain.The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. Questions 1. Provide a discussion on the 4P’s of the marketing mix for a product of your choice. 2. Determine the market segmentation for the product discussed in question 1 above.
- Scenario: Gravity Nightclub is interested in re-opening its doors to the public. Taking the Marketing Concept Approach, it would like to find out what appeals to its target audience, primarily individuals who are between the 18-34 age range. Given budget constraints, the marketing director has a spend cap of $2,000,000 GYD and can only select one market research method. State reasons why Qualitative method is the best to useBelbin Beverages Ltd flagship product, a honey flavoured beer targeted to women in the agebracket 21 to 40 has been experiencing slow sales over the past year. However, Belbin’s otherbeer products have continued to perform well. Your task is to conduct marketing research todetermine whether the product should be continued.You must write a report about the marketing research process and your findings.Your report should include: A descriptive research survey approach. This includesa. Objectives of the survey ( define at most three objectives)b. Details about the survey approachc. A questionnaire (with at least 10 questions) that links to the research objectived. How the survey was administered (be specific regarding the amount of workersinvolved, the place/s and time/s)Belbin Beverages Ltd flagship product, a honey flavoured beer targeted to women in the age bracket 21 to 40 have been experiencing slow sales over the past year. However, Belbin’s other beer products have continued to perform well. Your task is to conduct marketing research todetermine whether the product should be continued.You must write a report about the marketing research process and your findings.Your report should include:1. A definition of the problem and one research objective2. A descriptive research survey approach. This includesa. Objectives of the survey ( define at most three objectives)b. Details about the Survey approachc. A questionnaire (with at least 10 questions) that links to the research objectived. How the survey was administered (be specific regarding the amount of workers involved, the place/s and time/s)2. An analysis of the data presented graphically (use fictitious/self created data) 3. A presentation of the findings and conclusion