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    Marketing Questions

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    Question #1 - Explain why a small producer might want a marketing research firm to take over some of its information gathering activities.

    Question #2 - Discuss how a marketing manager could go about choosing among several possible marketing plans, given that choices must be made because of limited resources. Would the job be easier in the consumer product or in the business product area? Why?

    Question #3 - Discuss how business buyer behavior is different from consumer buyer behavior. What does this mean for a company attempting to sell goods to other organizations?

    Question #4: Explain what market segmentation is.

    Question #5 - Discuss the life cycle of a product in terms of its probable impact on a manufacturer's marketing mix. Illustrate using personal computers.

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    Solution Preview

    Question #1 - Explain why a small producer might want a marketing research firm to take over some of its information gathering activities.
    1. The small producer may not have the knowledge, skills or the techniques required to carry out marketing research.
    2. The small producer may want the research to be carried out using the latest technology and tools and it may not be possible for him to get these tools. For example, he may not have specialized software he needs to carry out research.
    3. A small producer may not have access to respondents that may be required to carry out a good research. For example, a market research firm has consumer panels available with it.
    4. A small producer may not be able to analyze and interpret data and for this it may have to use professional services.
    5. A small producer may not have access to industry experts and for this a market research firm is required.

    Question #2 - Discuss how a marketing manager could go about choosing among several possible marketing plans, given that choices must be made because of limited resources. Would the job be easier in the consumer product or in the business product area? Why?
    1. The marketing manager would first list the objectives that he wants to achieve and rank these objectives.
    2. He will then list the choice of ...

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