b.

Questions 1. Discuss the role of marketing research in helping Intel devise the Intel Inside and Leap ahead campaigns.

2. Intel would like to increase the preference for Intel chips among PC users in the individual user as well as business user segments. Define the management decision problem.

3. Define an appropriate marketing research problem corresponding to the management decision problem you identified in question 2.

4. Intel would like to gain a better understanding of how businesses select PC and network communications products. What type of research design should be adopted?

5. Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem you defined in question 3.

6. Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why?

7. If a survey is to be conducted to determine businesses selection criteria for choosing PC and network communications products, which survey method should be used and why?

8. Design a questionnaire for determining businesses selection criteria for choosing PC and network communications products.

9. Develop a suitable sampling plan for conducting the survey identified in question 7.

10. If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultralight notebook that uses a newly designed chip, describe the fieldwork process that should be used

Intel: Building Blocks Inside Out The Intel Corporation was founded in 1968 campaign conducted during the early 1990s. This slogan to build semiconductor memory products. It helped Intel put a name with its products, and it helped introduced the world's first microprocessor the company encompass several of its products under in 1971. Microprocessors, also referred to as one title. central processing units (CPUs), often are described as Furthermore, marketing research showed that it would the "brain" of a computer. Today, Intel supplies the build- be most effective to cross-market with its technology parting blocks for the computing and communications indus- ners. This would help consumers understand the products tries worldwide. These building blocks include chips, that Intel helped to make. It did this by including the "Intel boards, systems, and software, and they are used in com- Inside" logo in its partners' ads. It also helped fund these puters, servers, and networking/communications prod- advertisements. A problem with including its slogan in ucts. As of 2017 , the company operates its business other ads is that Intel did not want to intrude on the comthrough the following segments: Client Computing mercials. It decided to help make the small logo sink in by Group, Data Center Group, Internet of Things Group, accompanying it with a jingle every time it was displayed. Non-Volatile Memory Solutions Group, Intel Security This jingle has become extremely recognizable and synGroup, Programmable Solutions, and All Other. Reve- onymous with Intel's slogan. All of this helped Intel to nues for fiscal year 2016 amounted to $59.4 billion. Intel realize its goal of increased consumer awareness. is an increasingly global company. Only about 22 percent Longitudinal measurement of advertising effectiveness via of its revenues are from the United States. marketing research revealed that the "Intel Inside" cam- Intel has shown phenomenal growth as a company. paign was very effective. Much of Intel's success can be attributed to innovation Intel's next idea was to come up with a name for its within its marketing department. This innovation was microprocessor. This would help the company to avoid required to overcome several obstacles. The main prob- using the numbering scheme, which was nonpatentable, lem Intel faced was trying to sell an ingredient brand, and to find a name to help consumers identify its proceswhich is a component of a larger product. Thus, the dif- sors. After extensive marketing research, Intel chose the ficulty is in reaching consumers that will never see your name Pentium, which it found generated positive reactions product and might not even know what it does or why it with its consumers. Intel has been marketing its processors is there. under this name ever since. Intel began marketing research in the 1980 s because it Between 1990 and 1993 , Intel invested $500 million in was having difficulty with its customers not upgrading from advertising to build its brand equity. By 1993 , 80 percent the 286 to the 386 microprocessor. Marketing research of people in the United States recognized Intel and 75 pershowed that this was due to a lack of customer awareness, cent had positive feelings about the brand. Most important, and Intel set out to change that. It conducted a small but 50 percent of consumers looked for the brand when they effective advertising campaign. In fact, in the process it real- were shopping. By 1994, Intel had captured 95 percent of ized that it had inadvertently created a brand in Intel. the microprocessor market, due in large part to its marketBecause of the success of this small campaign, Intel began ing efforts. to realize the importance of marketing and marketing Intel's market share for microprocessors slipped to research and started to focus more effort and money on about 80 percent in 2005 because of increased competition these areas. from its main competitor, AMD. On December 30, 2005, Marketing research revealed that in order to be effec- Intel announced a major overhaul of its corporate and tive in its overall marketing campaign, Intel would have product branding, a move designed to symbolize the chipto reach the consumers and convince them that what was maker's transformation into a supplier for products beyond inside the computer was as important as what was on the personal computers. The changes included a new version 432 PART 3 / Data Collection, Preparation, Analysis, and Reporting had long been a part of Intel's branding-along with a new Questions tagline, "Leap ahead." As of 2006 , Intel no longer used the well-known "Intel Inside" logo. In 2016, Intel launched a 1. Discuss the role of marketing research in helping Intel devise new advertising campaign, with the tagline "Experience the "Intel Inside" and "Leap ahead" campaigns. 2. Intel would like to increase the preference for Intel chips What's Inside," to remind everyone that it's inside more among PC users in the individual user as well as business than just PCs. The campaign focuses on amazing human user segments. Define the management decision problem. experiences. 3. Define an appropriate marketing research problem corre- As of 2017 , Intel was going beyond the processors sponding to the management decision problem you identified and stressing the capability of the cloud, the ubiquity of in question 2. the Internet of Things, the latest advances in memory 4. Intel would like to gain a better understanding of how busiand programmable solutions, and the promise of alwaysnesses select PC and network communications products. on 5G connectivity. Intel is focused on solving global What type of research design should be adopted? challenges by leading on policy, diversity, inclusion, 5. Discuss the role of the Intemet in obtaining secondary data education, and sustainability. In the process, the comrelevant to the marketing research problem you defined in pany is creating value for its stockholders, customers, question 3. 6. Discuss the role of qualitative research in understanding how and society. businesses select PC and network communications products. The increased competition makes Intel's marketing Which qualitative research techniques should be used and why? research efforts more important than ever as it attempts to 7. If a survey is to be conducted to determine businesses' selecpreserve its dominant place in the market. Intel has been tion criteria for choosing PC and network communications able to be very successful because of its focus on technolproducts, which survey method should be used and why? ogy, brand image, and brand equity. Intel still faces future 8. Design a questionnaire for determining businesses' selection challenges, including increased competition, the opening criteria for choosing PC and network communications products. of new markets, and the development of new products. 9. Develop a suitable sampling plan for conducting the survey Intel will continue to rely on marketing research to meet identified in question 7. these challenges. 10. If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultralight notebook that uses a newly designed chip, describe the fieldwork process Conclusion that should be used. Marketing research has played a critical role in Intel's phenomenal growth. Marketing research was instrumental References in developing the Intel brand, designing the "Intel Inside" 1. http J/ www.intel.com, accessed June 17,2017. campaign, and crafting the new logo with the "Leap 2. Don Clark, "Intel Buys Virtual-Reality Specialist Voke," ahead" tagline. Continued reliance on marketing research Wall Street Journal (November 3, 2016), http.//www.wsi.com/ will enable Intel to enhance its image as a preeminent articles/intel-buys-virtual-reality-specialist-voke-1478192023, building block supplier inside out. accessed November 12,2016