While Carmex has been marketing lip balm since $1937,$ only recently has Carmex begun to focus on competition and growth. Carmex has used social media tools to support many of its growth initiatives including product line extension, international growth, new product development, and product line expansion. Facebook provides Carmex with the unique opportunity to research potential lip balm varieties in the United States by engaging with its target audience online.

This activity is important because marketing research helps marketing managers reduce risk and improves marketing decisions. Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. The goal of this activity is to demonstrate your understanding of the marketing research process at Carmex.