...MARKETING (WH) {MKTG} L/R 101. Introduction to Marketing. (C) Niedermeier. The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis. 211. (MKTG773) Consumer Behavior. (C) Cutright, Reed. Prerequisite(s): MKTG 101. This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research. 212. (MKTG756) Marketing Research. (C) Shen, Eliashberg. Prerequisite(s): MKTG 101, STAT 101. Students are highly encouraged to take statistics in the semester immediately preceding this course. This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods...
Words: 6959 - Pages: 28
...Brand Management Assessment 1 Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on that topic. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller's general area of expertise lies in marketing strategy and planning. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals -- the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With over sixty published papers, his research has been widely cited and has received numerous awards. Professor Keller is acknowledged as one of the international...
Words: 508 - Pages: 3
...Bakery and Pastries � Fresh Produce � Fresh Meat & Seafood � Condiments and Packaged Foods � Cheese's and Specialty Dairy Products Market Research Market research comprehends all the areas of marketing, right from the thought for a new product to after sales service. The information which is accumulated and examined with the help of marketing research can efficaciously be applied for internal directs or for making substantial strategic decisions. The process of market research extends a scientific platform, in contrast to traditional non-rational approach of decision making by company managers, which used to engage a large amount of resources of organization at a risk (Kotler, 2002). Significance of Marketing Research in Kudler Fine Foods The environment for marketing has become vivacious and chaotic. Without adequate grounding, it is not simple for organizations to survive in such an environment. Companies need to assemble information about their customers' likes and dislikes and the grounds for them. Peculiarly in case of a food company, it is very essential for it to distinguish the taste and orientations of its customers as tastes of consumers in respect to their food habits change often. To resolve all these market related troubles, company can make use of market research like Kudler Fine Foods. Market research alleviates it in...
Words: 1298 - Pages: 6
...CASE STUDIES NIKE MAYO CLINIC CASE STUDY: NIKE Q1. Nike would like to increase its share of the athletic shoe market. Define the management decision problem. Ans 1. The management decision problems are: What should Nike do to increase its share of the athletic shoe market? Q2. Define an appropriate marketing research problem corresponding to the management decision problem you have identified. Ans 2. Market Research Problems are: 1. Which market to focus more (soccer, golf or any other) 2. How to maintain its brand equity 3. How to change the perception among the consumer about its image of being a smaller innovative company. 4. What demographic, psychographic, and product usage characteristics differentiate Nike loyalists from consumers loyal to other brands Q3. Develop a graphical model explaining consumers’ selection of a brand of athletic shoes. Ans 3. 1. Deciding kind of athletic shoe. 2. Compare different brands for comfort, design and price. Choose the best brand according to above criteria. Q4. How can qualitative research be used to strengthen Nike’s image? Which qualitative research technique(s) should be used and why? Ans 4: Focus groups with consumers in the target market would be very helpful to identify the salient image characteristics and the general perceptions of Nike’s image. Depth interviews with top athletes would be useful to identify how athletes define performance in sport shoes and what emotions...
Words: 473 - Pages: 2
...Journal of Business Case Studies – Second Quarter 2006 Volume 2, Number 2 Case Studies In Marketing Research Donald K. Hsu, (Email: yanyou@hotmail.com), Dominican College ABSTRACT The use of case studies for Marketing Research has been examined. Starting with a topic selection, students collected the background information from various sources. A focus group was conducted to gather detailed information. A questionnaire was designed for an in-depth survey of the general public. Using mall intercept, 100 or more convenient samples were collected from the questionnaire. SPSS software was used to analyze this data. Then a final report with possible recommendations was written. During the course of this research, students made face-to-face interview with senior managers or CEO, selected appropriate Harvard Business School cases, did research using Internet or library resources, and added much real-life learning to the theoretical in-class knowledge. INTRODUCTION V ase studies in Marketing Research have attracted much interest for global researchers. During the last two years, participants at the European Applied Business Research Conference presented findings in marketing related topics: 56 papers in 2003 and 25 papers in 2004. Out of the 81 papers, 24 reported work on marketing research. Cho and Ha (2004) measured consumer behavior by surveying 300 people on two brand names, Chow et al (2003) studied the environment friendly (eco-label) issues on the...
Words: 3534 - Pages: 15
...Current Business Research Project Paper Many companies and organizations utilize business research to describe or answer an organized effort to discover specific issues encountered in their organization or society with regards to their products. Research can be defined as gathering information from credible sources for the purpose of solving a problem. Business research is utilized to investigate a described problem within an organization or one that is caused by a product of an organization. The following information is a synopsis of an article discussing marketing services that are used to satisfy internal customers (Harell, Fors, 1995). Industrial firms invest a considerable amount of time, effort, and money into understanding how organizations purchase from the perspective of marketing. This approach seeks to understand the needs, wants, and expectations of purchasers in developing a firm’s ability to provide effective customer satisfaction (Harell, Fors, 1995). The first step in the development of inter-organizational marketing strategies possesses an understanding of organizational purchasing behavior. Most companies devote very little attention to the concept of intra-organizational marketing of goods and services and some organizational groups market its capabilities to other groups within the same company. These internal transactions constitute an immense share of the business transactions that move goods and services throughout the industrial supply chain to the...
Words: 663 - Pages: 3
...Definition of Marketing Research: Marketing research is defined as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. 1) Identification: Involves defining the marketing research problem (or opportunity) and determining the information that is needed to address it. 2) Collection: Data must be obtained from relevant sources. 3) Analysis: Data are analyzed, interpreted, and inferences are drawn. 4) Dissemination of information: The findings, implications, and recommendations are provided in a format that makes this information actionable and directly useful as an input into decision making. Classifications of marketing research.: 1) Problem identification research: The goal is to identify existing or potential problems not apparent on the surface. Examples include market potential, market share, market characteristics, sales analysis, short-range forecasting, long-range forecasting, and business trends research. 2) Problem solution research: The goal is to solve specific marketing problems such as segmentation, product, pricing promotion, and distribution research. Steps involved in the marketing research process: 1) Problem definition: Defining the marketing research problem to be addressed is the most important step because all other steps will be based on...
Words: 4528 - Pages: 19
...SUBJECT: BRAND MANAGEMENT Q1: Describe the purpose of market research? Marketing research can help firms to discover consumers' opinions on a huge range of issues, e.g., views on products' prices, packaging, recent advertising campaigns Reduce the risk of product/business failure - there is no guarantee that any new idea will be a commercial success, but accurate and up-to-date information on the market can help a business make informed decisions, hopefully leading to products that consumers want in sufficient numbers to achieve commercial success. Forecast future trends - marketing research can not only provide information regarding the current state of the market but it can also be used to anticipate future customer needs. Firms can then make the necessary adjustments to their product portfolios and levels of output in order to remain successful. Q2: Explain the difference between primary research and secondary research? Primary Research vs. Secondary Research Primary research and secondary research are two terms that are to be understood differently due to the fact that they differ in their concepts and methods. One of the major differences between primary and secondary research is that primary research is conducted with the help of the primary sources available whereas secondary research is conducted on the basis of some data collected from someone who had got it from some source. Let us take an example to point out the difference between primary research and secondary...
Words: 1001 - Pages: 5
...TABLE OF CONTENT |Title |Page No | |Section A |2 | |Question 1 |2 | |1.0 Introduction |2 | |1.1 Factors passengers consider when selecting airline |5 | |1.1.1 Service offered by airline employees |5 | |1.1.2 Departing and arriving on time |4 | |1.1.3 Feeling safe when flying |5 | |1.1.4 On-line services offered by MAS |6 | |1.1.5 Price |6 | |1.1.5.1 Everyday Low Fares ...
Words: 5442 - Pages: 22
...Marketing research Marketing research is “the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.”[1] It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.[2] Marketing research is often partitioned into two sets of categorical pairs, either by target market: • Consumer marketing research, and • Business-to-business (B2B) marketing research Or, alternatively, by methodological approach: • Qualitative marketing research, and • Quantitative marketing research 1 Role The task of marketing...
Words: 5962 - Pages: 24
...hard copy.* ---------------------------------------------------------------------------------------------------------------- This essay I am writing is based on the question of ‘describe and discuss the internal and external pressures on organizations to create and market new products’. (if organization was to bring out a new product how would the internal factors and external factors help develop the product and talk about the good and bad points about both of them) Also talks about how reliable are the sources Introduction: In my portfolio I will consider what factors influence an organization for creating new products within a market. In terms of Internal factors I will reflect on the marketing aspect alongside having a closer look at employees and management etc. Nevertheless, focusing on the external element I will discuss factors such as customers, environment as well as suppliers. First I will be talking about some internal Factors the one I will be starting with is, Employees the employees will be playing...
Words: 1143 - Pages: 5
...Marketing Research Rebecca Schoenfeld MKT/421 8-28-11 Elizabeth Hartsig Market Research Paper Kudler Fine Foods is a food establishment that offers a variety of different items such as, baked goods, meats, seafood’s, produce, cheese, dairy, etc. Kudler’s food establishment always sells their food fresh to better please their customer’s daily. Kudler’s main objective is to “improve the efficiency of its operation and increase customer service.” (Shaikh, 2009). Marketing research is a vital part of the business world. The marketing research for Kudler Fine Foods will be discussing the tactics and strategies they use and try to find areas that might need additional market research as well. The marketing operations for Kulder Fine Foods has had their flaws but, they wanted to focus on increasing their revenue and services to better improve the company. Kudler needed to increase the business so, the company needed to start small and work their way up. Kudler first started by hosting house parties for the purpose of allowing a wide variety of people to taste Kudler’s variations of foods as well as allowing the customers to be hands on and learning how to prepare the foods. This will allow Kudler’s to have a personal bond with the customer to make them feel more comfortable with what they are eating as well as broaden Kudler’s customer intake. Kudler’s would like to go a step further and move up on the scale to bring in well-qualified cooks/chiefs and guest celebrities...
Words: 1225 - Pages: 5
...Marketing research is the process of defining a marketing problem and opportunities, systematically collecting and analyzing information, and recommending actions (Kerin, Hartley & Berkowitz, 2009). Marketing research helps assess market potential, gives insight to into customer motivation, purchase behavior and consumer satisfaction. The purpose of marketing research is to gather, analyze, and interpret data related to the company’s market, competitors, marketing objectives, and customer demands. Kudler Fine Foods is a gourmet grocery store that has experienced significant growth, and is now focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchase cycle as a mean to increasing the loyalty and profitability of its consumers. The organizations strategic objective is to increase loyalty and profitability of consumers. To meet the objective, the business focus includes expanding services, offering a frequent shopper program, and increased business efficiency. Through market research the organization can obtain information needed to make reasonable estimates about what consumers will or won’t buy. The objective when research is performed is to reach a deep understanding of customers and their emotional connections to the products they buy and use. The marketing objectives Kudler Fine Foods outline begin with gathering information of their customers, competitors, suppliers, and other market forces. Once the information...
Words: 763 - Pages: 4
...Marketing Theory http://mtq.sagepub.com/ Marketing the hegemony of development: of pulp fictions and green deserts Steffen Böhm and Vinícius Brei Marketing Theory 2008 8: 339 DOI: 10.1177/1470593108096540 The online version of this article can be found at: http://mtq.sagepub.com/content/8/4/339 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/8/4/339.refs.html Downloaded from mtq.sagepub.com at Glasgow University Library on July 5, 2011 Volume 8(4): 339–366 Copyright © 2008 SAGE www.sagepublications.com DOI: 10.1177/1470593108096540 articles Marketing the hegemony of development: of pulp fictions and green deserts1 Steffen Böhm University of Essex, UK Vinícius Brei Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Brazil Abstract. In this paper we analyze the role of marketing in the construction of what can be called the hegemony of development. Through an investigation of the marketing practices of the pulp and paper industry in South America and the resistances that are articulated by a range of civil society actors against the expansion of this industry, we problematize marketing as a political and contested...
Words: 13036 - Pages: 53
...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
Words: 3443 - Pages: 14
