1. What is a market penetration analysis? What are the steps in creating a market penetration analysis? Why is a market penetration analysis important in the lodging industry? 2. What are REVPAR and GOPPAR? Why are they important in market and financial forecasting for a lodging operation? Is one more important than the othe
Research and locate three scholarly survey instruments designed to measure relationship marketing variables
Resources: Taxonomy Template (page 2-3) Survey Instrument Taxonomy Example (pages 4-7) And Conceptual Framework assignment (pages 8-13) Research and locate three scholarly survey instruments designed to measure relationship marketing variables, such as customer satisfaction, referrals, service quality, and leadership, relate
In organizations marketing situations do arise that call for the embarking on research project(s), in search of solutions for identified problem(s). " Do you agree with this statement? write rationale behind your response.
Part 1- ROI is a technique that has been used forever. Do you know of any other methods or software to aid in measuring a firm's return on investment? Part 2- I will start with an example of an organization that I feel has established many of these objectives of advertising. The company I am referring to is Apple. I ha
What is your overall attitude to marketing research? Do you think it is all beneficial, or in some cases it merely gives marketers new insights on how to convince customers to buy something they really don't want or need? Discuss the positives and negatives of marketing research in this context.
Discuss how American Apparels' vertical integration may allow it to save on transportation costs. How could this efficiency impact its bottom line? Discuss consumer buying behavior when purchasing apparel. Would you recommend an intensive, selective or exclusive distribution strategy for American? Assume that American Ap
As stated in Stadelman, William & Cotteril, Owen J (1995), product managers who screen product ideas to be developed into products, pretty much follow the following sequence: An 'expert' team analyzes the ideas from technological, manufacturability, and Voice of the Customer standpoints (VOC includes web site claims and repor
(1) Describe three situations in which marketing research should not be undertaken. Explain why this is true? Answers, The opportunity has passed, Managers cannot agree on what they need to know to make a decision, and one more answer which I don't know.... (2) What are some of the keys to ensuring the success of an inter
Your team has conducted a marketing research interview. You have decided to re-contact the respondents. What are three reasons why you would re-contact the respondents? Should at least some of the respondents be re-contacted each time an interview is conducted?
You are writing a research report and are unsure whether to include research objectives. An expert tells you there are good reasons why you should include a detailed description of research objectives. Explain two principal reasons for including a detailed description of research objectives in a research report.
Discuss how you complete the following sentence: Effective marketing research questions are important because __________. Explain why you believe writing effective research questions is important. Develop at least 2 justifications about why this part of the research is important. Consider why defining and segmenting cu
One of the benefits when a business moving from a domestic to an international strategy is the firm can earn a greater return on its investments. This means the firm can realize many advantages on resources and capabilities over its rival. In 1995, because of the saturation of the United States market, Starbucks, an internati
How would you advise a business owner when it comes to media selection? How would you recommend adapting a campaign message for delivery in different media? Please elaborate.
What are the different types of buyers and consumers? How does the type of buyer or consumer impact marketing strategy? As part of your response, consider the characteristics of buyers and the factors that influence their purchasing decision. How can an organization ensure that their market strategy is appropriate for their targ
You have decided that you would like to formally start an entrepreneurial business. To ensure the success of your business, you will produce a business plan. The plan will assess, compare and contrast alternative schools of thought, cultural and political differences which impact the application of management activities within t
Begin conducting research now on Hewlett-Packard. After brainstorming on your company's industry and after your survey and questionnaire research information-gathering techniques, create a research profile proposal to deliver to your company's management that includes the following: State the specific research goal for the pr
Describe the contingency plan for Ipad. Include an assessment of marketing strategy risks and provide the ethical standards with respect to the marketing elements.
IMC and Customer Satisfaction Strategy for Dealer (smart car): Integrated Marketing Communication (IMC) and Customer Satisfaction strategy. 1. Discuss the company's advertising strategy and how it aligns with its marketing goals. 2. Discuss how the effectiveness of the advertising will be measured. 3. Discuss the promotiona
Discuss the difference between a concrete variable and an abstract construct. Identify an example of a concrete variable and an example of an abstract construct. Write a survey question that would be answered by your example of a concrete variable.
How does a company evaluate the risks associated with its marketing strategies? What are the characteristics of a socially responsible marketer in today's changing business climate?
Is it necessary or advisable to always conduct marketing research in order to support decision-making? Under what conditions may you decide against doing marketing research? Describe a specific situation when you would not conduct marketing research, and explain why.
- How is marketing management both an art and a science? What global marketing challenges and opportunities do businesses face today? - Why are the production concept, product concept, and selling concept of limited use for conducting global business operations today? - What are the key compo
1. As a marketing consultant for a chain of hair salons, you have been asked to evaluate the kids' market as a potential segment for the chain to target. Evaluate the kids' segment against the four criteria for successful market segmentation.
MARKETING CONFERENCE You are invited to attend the American Intercontinental Brainstorming Conference, a meeting of elite entrepreneurs and marketing executives. Use this forum to discuss a NEW product or service you wish to launch. It is acceptable to create a small service-oriented business that is unique to your service ar
What are the advantages of "similar segments, similar positioning" in a product such as digital cameras? In cell phones? In leisure clothing? In athletic shoes? Any disadvantages?
Name 1 target market you believe your selected company should focus on with its promotional efforts. Discuss the following with your colleagues: What primary message would you highlight for your specific target market, and why? Name 2 communication platforms you would suggest, and why. For example, would search engines be
Please review the "Communispace" (Harvard Business School case, no. 9-510-018) and address the following. What is the problem? State the purpose of the report and specify the problems to be addressed in your analysis. Recommend a course of action and show data that support your problem identification and your recommended cou
As a participant in the AIBC, you will have an opportunity to become a published writer at the end of the conference. AIU hosts a marketing publication, "The Marketing Scene," which provides a platform for professionals and consumers to discuss new ways of marketing, the effectiveness of advertising trends, specific ad campaigns
Organizations or major corporations within the fast-food industry are primarily one of the most competitive organizations. For example, McDonalds, Jack in the Box, Wendy's and/or Burger King have one thing in common and that is to "persuade consumers that their methodology of preparing and packaging products is better than the rest of the competition." Studies have shown that of the aforementioned restaurants, McDonalds reigns supreme over competitors and have more location every restaurant chain imaginable. What is it about McDonalds strategy that enabled the corporation to serve over a billion customers? The strategy McDonalds employ includes nationwide diversification. One of the reason contributing to the franchise's overwhelming popularity and success is the fact that they provide a comprehensive marketing strategy that is geared towards children first and foremost. Out of all of the restaurants mentioned in this document I've noticed McDonalds to be the aggressor in terms of appealing to a younger generation through various venues.
Organizations or major corporations within the fast-food industry are primarily one of the most competitive organizations. For example, McDonalds, Jack in the Box, Wendy's and/or Burger King have one thing in common and that is to "persuade consumers that their methodology of preparing and packaging products is better than the
Describe market segmentation of online consumers.