In 1998 Kathy Kudler came up with an innovative marketing idea for her community, she created Kudler Fine Foods. Kathy created this one stop gourmet shop to alleviate the frustration of her fellow gourmet cooks who like her were tired of going from place to place to find special ingredients. The marketing approach she took was to do more than offer these ingredients to her future customers; she marketed herself as offering the freshest and finest ingredients available. Kathy also aimed to appeal to her customers with an environment that could network, exchange ideas and learn from each other. Kudler Fine Foods is now interested in further expanding the services they offer. In addition to the organic produce, fine ingredients and in store parties they would like to add catering. This paper will address the opportunities that they have in their marketing mix (product, price, promotion and place) for its new catering company. The paper will also discuss and assess the relative value of the two types of marketing research, explain components of the new marketing mix of Kudler's new catering service and explain how Kudler should determine the products they want to offer. Kudler will have to take steps such as determining pricing, how they will place catering and promote in addition to evaluating how the target market affects its use of technology. Kudler will have decide if adding a catering service will be mesh with it’s decision to use local organic produce growers and they will have to determine if this will add to their success or hinder it.

The Relative Value of Market Research Marketing is described as an organizational function and a set of processes for creating, communicating, and delivering, value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (Kerin et al., 2006)
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