DecisonMaker Overview Nicodemus Pederson MKTG320ON Session Summer A Douglas Shelton September 27, 2009
Market Research is a necessity for any company to become successful and profitable in the world market all the way down to small local markets. The Marketing Director or Manger is responsible to provide the proper ideas and solutions for the advertising and marketing staff to promote the product or service being offered to the public. In this case that was purposed to me, I was to be the acting Product Manager for MAXGEN and the Sat-Rad Radio product line and services. I completed a three part DesionMaker Exercise that was designed to allow me the ability to find and understand what this position entails and ways to actually promote the product into new demographics to create a profit margin that is currently nonexistent. With Sales that were exceeding over $50 Million Dollars and no profit is a great way to lose a company so I was tasked to create new ways to gain customers and lower the expenses of gaining those customers along with creating repeat business from the current customers as well.
The sample definition given to me of the current users and those that purchased the competition allowed me to gather first hand research on the current users and their reasoning behind their purchase decisions and usage after the purchase. This also allowed me to pass on the reasoning of why they chose our brand and why others chose the competition. This information will allow us to choose the right mix of marketing strategies to get the best return on investment. With the product not being very profitable reducing our current advertising is a major objective along with growing our customer base. The second issue at hand was to determine what defined a customer and what defined heavy,
