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business
marketing research essentials

Questions and Answers of Marketing Research Essentials

Are nonprice promotions effective in building long-term loyalty?
What is the marginal impact on attendance of additional promotional days?
What is the overall effect of nonprice promotions on attendance?
Are the customers loyal to Harley-Davidson? What is the extent of brand loyalty?
How do customers feel regarding their Harleys? Are all customers motivated by the same appeal?
Can different types of customers be distinguished? Is it possible to segment the market in a meaningful way?
Who are the customers? What are their demographic and psychographic characteristics?
Visit www.burke.com and write a report about the various marketing research services offered.
What is Burke’s view of the role of marketing research?
Interview someone who works in the marketing research department of a major corporation. What is this person’s opinion about career opportunities available in marketing research? Write a report of
Interview someone who works for a marketing research supplier. What is this person’s opinion about career opportunities in marketing research? Write a report of your interview.
Using your local newspaper and national newspapers such as USA Today, the Wall Street Journal, or the New York Times, compile a list of career opportunities in marketing research.
Would you like to pursue a marketing research career with Dell? Explain.
What problem-solving research should Dell undertake?
What problem-identification research should Dell undertake?
Discuss the role that marketing research can play in helping Dell maintain and build on its leadership position in the personal computers market.
Select one or two students to be project coordinators.
Explain how the teams will be evaluated.
Develop a project schedule clearly specifying the deadlines for the different steps.
Organize the class. This may require forming project teams.The entire class could be working on the same project with each team working on all aspects of the project or assign each team a specific
Explain how the project results will help the client make specific marketing decisions.
Discuss the marketing organization and operations of the client.
Compile background information on the client organization.
Discuss how the marketing management decision action that you recommend to Marcello Bottoli is influenced by the research that you suggested earlier and by the findings of that research.
How should Marcello Bottoli build an aggressive marketing strategy?
Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase Samsonite’s market share.
What type of marketing research should Samsonite undertake to successfully introduce new products and increase market share?
What type of marketing research would be needed to help Sears decide whether it should aggressively expand in rural areas in the United States?
What role can marketing research play in helping Sears address these marketing opportunities and problems?
What are the marketing opportunities and problems confronting Sears?
Explain the role of marketing research in decision support systems in providing data, marketing models, and specialized software.
Define marketing research and distinguish between problem identification and problem-solving research.
Discuss the implications of Web 2.0 for marketing research and marketing planning.
In forecasting sales in international markets, to what extent can the past be used to predict the future?
Distinguish between internal and external validity. What are the implications of external validity for international marketers?
Identify and classify the major groups of factors that must be taken into account when conducting a foreign market assessment.
What are the dangers of translating questionnaires that have been designed for one country for use in a multi-country study? How would you avoid these dangers?
What are some of the problems that a global marketing manager can expect to encounter when creating a centralised marketing information system? How can these problems be solved?
Explore the reasons for using a marketing information system in the international market. What are the main types of information you would expect to use?
Are the data internally consistent and logical in the light of known data sources or market factors?
How was the data collected (methodology)?
For what purpose was the data collected?
Who collected the data? Would there be any reason for purposely misrepresenting the facts?
understand the growing role of social networks and other online communities(Web 2.0 as sources of information)
understand the relevance of the Web as an important data source in global marketing research
link global market research to the decision-making process
explain the importance of having a carefully designed international information system
explain the main contents of a B2B customer file
explain the concepts of data warehouses and data mining
To what general criteria should ‘good’ marketing objectives conform?
Discuss the problems involved in setting up and implementing a marketing control system.
Discuss the benefits gained by adopting a matrix organisational structure.
What is meant by performance indicators? What are they? Why does a firm need them?
Why is it important to consider customer lifetime value (CLTV)?
Why is customer profitability sometimes a better unit of measurement than market profitability?
What can Sony Music Entertainment do to reduce the level of digital piracy of their music?
What are the pros and cons for Sony Music Entertainment and Pink making all Pink’s music available on an online music service like Spotify?
How would you control your budgets? What key figures would you monitor?
What do you think of the change in Sony Music Entertainment’s organisational structure, from a geographical structure to an artist-driven organisation?
understand the growing role of social networks and other online communities(Web 2.0 as sources of information)
understand the relevance of the Web as an important data source in global marketing research
link global market research to the decision-making process
explain the importance of having a carefully designed international information system
explain the main contents of a B2B customer file
explain the concepts of data warehouses and data mining
To what general criteria should ‘good’ marketing objectives conform?
Discuss the problems involved in setting up and implementing a marketing control system.
Discuss the benefits gained by adopting a matrix organisational structure.
What is meant by performance indicators? What are they? Why does a firm need them?
Why is it important to consider customer lifetime value (CLTV)?
Why is customer profitability sometimes a better unit of measurement than market profitability?
What can Sony Music Entertainment do to reduce the level of digital piracy of their music?
What are the pros and cons for Sony Music Entertainment and Pink making all Pink’s music available on an online music service like Spotify?
How would you control your budgets? What key figures would you monitor?
What do you think of the change in Sony Music Entertainment’s organisational structure, from a geographical structure to an artist-driven organisation?
explain how a marketing budget is established
understand the need for evaluation and control of marketing plans and their implementation
discuss the most appropriate metrics in social media
list the most important metrics (measures) for marketing performance
understand why CLTV is important
define the concept of customer lifetime value (CLTV)
understand why customer profitability is important
Discuss the pros and cons of standardising the marketing management process. Is a standardised process of more benefit to a company pursuing a national market strategy or a global market strategy?
What are the main criteria for the successful implementation of a marketing plan?
What are the principal decisions to be made when preparing the marketing plan?
What is a marketing audit and what is the purpose of it?
Discuss the considerations involved in deciding marketing objectives.
Would it be relevant to sell underwear on the Internet?evaluate the pros and cons, and make a conclusion.
Which marketing tools would be most effective in the attempt to capture more market share for the Triumph brand (sloggi men/HoM) in the men’s underwear market?
Prepare a marketing plan for capturing more Triumph market share for women’s underwear (lingerie) in the uK market.
Which of the described international markets would it be most relevant for Triumph to penetrate more in order to secure future growth?
understand the various ways of organising the marketing department
understand the important issues in implementing the marketing plan
outline and explain the structure and contents of a marketing plan
explain the stages in the marketing planning process
explain the background to preparing a marketing plan
understand the need for an integrated approach to marketing and the role of marketing planning in that process
What resources are needed to carry out the activities?
How will the activities be coordinated with each other?
When will the activities be initiated and completed?

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