You are the Vice President of an Ottawa-based full-service marketing research firm with $Can 5 million in revenues and 5 employees. Your responsibility is marketing and sales for the firm. The breakdown of your revenues is as follows:

• One third Government of Canada (there are 60 federal departments)
• One third private sector service sector companies (50 retail and food service companies)
• One third not-for-profit charities (50 not-for-profit organizations).

They are all in Ottawa-Gatineau.

Your services are:

• Online surveys with your panel of 250,000 people (national sample Canada)
• Online surveys with your panel of 100,000 businesses (national sample Canada)
• Telephone surveys using a call centre that is sub-contracted
• Online and face-to-face focus groups in English and French (you do not have your own focus group facility)

Your part is to create a marketing strategy to serve your clients.

1. Define your marketing mix. (three to five lines for each element)
2. In the organizations you will be selling to, there are six types of Business Purchasing Roles. Which one of these is most important to your business (three to five lines) ?
3. Of the five components of Evaluating Service Quality , which one is the most important for your business why? (three to five lines)