...Marketing Research Paper Rohan W. Jackson MKT/421 March 07, 2016 Evelyn Bisenz-Johnson Marketing Research Paper Marketing research is the gathering, recording and analyzing of all data about problems relating to the marketing of goods and services. A company uses this function to link the consumer, customer, and public to the market. A marketing research is an important part of business, and without it, companies won’t be able to keep in touch with trends, demands and preferences of their consumers. Although conducting marketing research can be time consuming and costly, it is beneficial in the long run and the cost of the research needs to be balanced against the importance of ensuring that the business venturing into new products is potentially going to be successful. The four elements of marketing mix, price, product, place and promotion form the basis of any good market research. Using these elements will guide the company’s research and focus the question that needed to be asked. In early October 2015 Microsoft announced the Surface Pro 4 that will be thinner, lighter, faster, and with facial recognition. The Surface Pro 4 is Microsoft laptop-tablet hybrid that can be used as a Windows computer and a tablet. More interestingly, Microsoft has chosen to target companies instead of the main stream consumer users. Based on my observations I think that Microsoft should consider making a tablet directed at the consumer segment of the market for those in who are...
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...Marketing Research Paper MKT/421 Marketing Research Paper Kudler Fine Foods is a local upscale food store in San Diego metropolitan area and has three locations in LaJolla, Del Mar, and Encinitas. Kathy Kudler was the founder of Kudler Fine Foods and started the first location in June 1998. Each store is approximately 8,000 square feet and offers products ranging in bakery and pastry products, fresh produce, fresh meat and seafood, condiments and packaged foods, cheese and specialty dairy products, and wine. The company mission is to offer each customer a delightful and pleasing shopping outing. The staff is helpful and knowledgeable and will go to extensive lengths to ensure that Kudler Fine Foods is the purveyor of choice for customers aspiring to purchase the finest delights. Kudler Fine Foods shops around the world to offer fines foods with reasonable budgets for consumers. Kudler Fine Foods will continue to be successful by understanding the importance of market research, identifying areas where additional market research is needed, and analyzing the importance of competitive intelligence and analysis regarding the development of the company’s marketing strategy and tactics. Importance of Marketing Research The importance of marketing research is a process to define a marketing problem and opportunity to resolve the issue. Marketing research systematically collects and analyzes data, and recommends actions to the organization. The purpose for marketers is to help...
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...Marketing Research Kudler Fine Foods is a gourmet grocery store that caters to savvy shoppers seeking the finest produce, meats, cheeses, and wines. Kudler Fine Foods was established by Kathy Kudler in 1998. Currently, Kudler Fine Foods has two locations in California, La Jolla and their newest location in Del Mar. Kudler Fine Foods prides itself on providing fine quality products to savvy customers seeking high quality as well as a new shopping experience. Kudler Fine Foods has become successful because of their strategic location catering to consumers with a unique taste and who are willing to pay the price. As Kudler Fine Foods develops their marketing strategy and tactics additional market research is required in specific areas before proceeding. Those three areas are new locations, catering services, and acquisition opportunities. New Locations Kudler Fine Foods is currently operating two stores in California, one in La Jolla and the other in Del Mar. As a growth opportunity, Kudler Fine Foods is considering geographic expansion throughout California. Kudler Fine Foods is considering expanding by opening new locations in San Diego, Palm Springs, San Francisco, Santa Barbara, and Carlsbad. Before proceeding with opening new locations additional market research must be conducted to determine if this locations have a demand for the types of products Kudler Fine Foods has to offer, and if the consumers are willing to pay the price. Kudler Fine Foods research team...
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...Marketing Research Paper El propósito de la investigación de mercados es lograr una mayor comprensión de la materia. Los mercados en todo el mundo cada vez más son más competitivos, por tal razón la investigación de mercado se encuentra en la agenda de muchas organizaciones, ya sean grandes o pequeñas. La investigación de mercado se define como una colección sistemática, objetiva que analiza los datos de un mercado objetivo en particular, la competencia y / o el medio ambiente. En la investigación siempre se incorpora alguna forma de recolección de datos ya sea de investigación secundaria o de la investigación principal que se recoge directamente de un informante. Existe un proceso de investigación de mercado, primeramente la empresa debe decidir si contrata a otra empresa para que haga la investigación o la llevan a cabo ellos mismo. Luego se debe definir el objetivo de la investigación, por ejemplo, que se está tratando de obtener, que se necesita saber. Eventualmente se utilizan técnicas o metodologías de investigación esto para capturar los datos necesarios. Estas metodologías se capturar en cuantitativa o cualitativa, y el uso de la misma dependerá de los objetivos. Para este trabajo estaremos mencionando la importancia de la investigación de mercados en el desarrollo de la estrategia de comercialización de la empresa de alimentos Kudler Fine Food. De igual manera identificaremos las tácticas y áreas donde se necesita investigación adicional del mercado. Analizaremos...
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...Marketing Research - Kudler Fine Foods Valerie Geiger University of Phoenix August 12, 2012 Christina Martin People with a passion for cooking often turn to gourmet foods for the exquisite taste and product quality. Kudler Fine Foods is just the place to find exceptional quality products at a competitive price. Founded in 1998 by Kathy Kudler, she has a passion for fine food and a vision to share that passion along with the ability to find everything a person would need to fulfill culinary delight under one roof. With the company in full operating swing, marketing research in different areas of the company will be essential to fine tune the marketing strategy and tactics of Kudler Fine Foods. Marketing Strategy Kudler Fine Foods virtual organization portal states "Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers" (University of Phoenix, 2011). The goal is to increase profits and reduce costs and remain true to loyal customers. Through different tactics such as in store events, frequent shopper programs, increased operating efficiency, and additional market research Kudler Fine Foods should be able to meet the goal. Kudler Fine Food will need to utilize the marketing research process to gather information needed to make informed business decisions. The marketing...
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...Unit 2 Assignment Jason Lussier MT355 Unit 2 Assignment If I were a research consultant for Mr. Kabasella, considering the fact that the restaurant isn’t bring in as much sales as people hoped, I would need to look at their monthly and yearly sales as well as figure out about the location at which the restaurant is set up at. There are a lot of things that can go south when operating a business. I work in the food business. Like Mr. Kabasella, we have a variety of items for customers to choose from. There are times where we will introduce a new item to see how it will sell. If the product sells well enough, then we keep it as a main item. If not, then we either pull it or make it a seasonal item. What I would do is first look at the location of the business. You want to have a location that is widely populated. You also need to make sure that other businesses that do the same type of sales isn’t over run in the area or else you won’t bring in much revenue. In this case, he is near a university, so there is a good size population in the area. Now moving to the interior of the business. The inside seems to be set up rather well to house a lot of people of need be. There is also room for dancing considering the music being played. It seems to be a type of restaurant setup for all ages which is good for bringing in sales. To me it would seem that one of the issues to be looked at is the menu. African food may not be a food that is too commonly found in the U.S. maybe since...
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...Callen Farringer, Co-VP of Services Marketing Taylor Saffo, Co-VP of Services Marketing Jennifer Willoughby, Co-VP of Service Marketing Date: December 5, 2014 Subject: Spotify Services Report 2014 Mr. Daniel Ek, The music streaming industry is extremely competitive; however, Spotify has managed to carry on as one of the top providers for music streaming, as well as increase their number of users exponentially over the past few years. Spotify stands out against their competition based on: * Well-known brand * Size of music library available * All of the music is stored in the cloud, allowing instant access * Website is easily navigated when searching for artists, albums, and tracks * Ability to customize and share playlists * Spotify’s high ethical standards and everything we do is legal * Free option with advertisements or pay $9.99 per month to avoid the interruptions. * Premium subscription allows users to use Spotify offline * Variety of applications that users can download to their home page leading to more possibilities and uses. * Can be used on a variety of different devices * User traffic has increased by 118% over the past 12 months (Sasson) Spotify is in a great position in the music streaming industry; however, there is always room for improvement. At Spotify, we want to be the best in the industry, while staying legal and ethical. After doing extensive research and evaluating Spotify, we have found...
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...Destination Clear Skies Marketing Plan for Success 08/21/2011 Keller Graduate School of Management MM522 Professor Szostek 1. Executive Summary: In the past 10 years, medical expenses and cost of living have increased to unprecedented levels in the United States, while the stock market collapse wiped out many savings. In some cases, individuals reaching the age of retirement cannot even afford to retire. This environment has provided DBS with an opportunity – facilitating the relocation of Baby Boomers reaching the age of retirement to Panama where due to the lower cost of living and free medical services most US citizen can still retire in style at a fraction of the US cost. DBS will target Baby Boomers and use both traditional and innovative approaches (TV advertisement, newspapers, seminars, and Internet technologies such as Facebook and Google (PPC)) to create an awareness and demand for the product. During the first year DBS will undertake a considerable amount of market analysis and testing before launching the services in order to accurately identify the unique characteristics of its target consumers. After the first year of operations, DBS will reach its break-even point and soon after generate initial profits of 60,000.00; these are projected to increase exponentially and continue to grow in as it captures the potential market. 2.0 Situation Analysis: Just as the Baby Boomer generation changed American...
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...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...
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...Running head: MARKETING RESEARCH PAPER Marketing Research Paper Name University Marketing Research Paper – Kudler Fine Foods Gathering reliable information is a crucial activity before the deployment of a rewarding marketing plan. Kudler Fine Foods is a specialty grocery store located in the San Diego Metropolitan area that focuses on high-end food products. The company hopes to expand its scope of operations and boost the loyalty of its customer base. In order to achieve these goals, the company will conduct marketing research to identify opportunities and threats that exist in the external environment (Staff 2012). Marketing research can be defined as the process of collecting custom data and competitive intelligence that will enable managers to make value-adding decisions. The following paper will analyze the importance of marketing research as it relates to the business plan of Kudler Fine Foods. Areas that Require Additional Marketing Research Kudler Fine Foods has enjoyed a high rate of success in the regional grocery store industry, but there are areas of weakness in the business model that must be explored. Currently, the company is only taking advantage of newspaper advertisements in the local area to run sales. The importance of newspaper as a marketing medium is rapidly diminishing for many businesses. Younger generations of consumers do use printed newspapers to obtain information in their daily lives – rather they opt to use social media, mobile technology...
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...Culture A Paper Presented to The Faculty of the Department of Business Administration In Partial Fulfillment of Course Requirements For B7312- Cultural Marketing Access – Module I - Assignment 1 Spring II, 2013 For The Doctor of Business Administration Degree, D.B.A. David F. Black, B.A., M.B.A., C.D.P. Dr. Cliff Butler Argosy University/Seattle March 11, 2013 © Abstract This paper provides a summary review of B7312, Cultural Marketing Online Argosy Module I, a comparison of two different definitions of culture (Webster) (CARLA). An additional element of contrasting these two definitions is also provided. The overview provides discussion points for the classes of March 7th & 18th, 2013 or sooner as defined by Dr. Butler. Perspectives This paper is submitted in partial fulfillment of the B7312 Course Module I Assignment 1 for the Cultural Marketing Online Course Class on March 7, 2013, B7312, Spring II, 2013, Dr. Cliff Butler, AU-Seattle. Summary of Assignment This student is to write a talking-points paper for the selected definitions of culture as outlined in B7312 Cultural Marketing. After the two out of hundreds (Kluckholn) (CARLA) of cultural definitions are selected, this Doctoral candidate is to compare and contrast them. For this paper, the two selected definitions are from the Merriam-Webster Dictionary(Webster)...
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...McBride Marketing Paper McBride Financial Services Marketing Plan Developing a market plan for McBride Financial Services is the purpose of this whole paper. This paper will include the type of market research McBride should do in order to get the best outcome in its marketing. The different types of media McBride should include in its marketing plan. The paper will also cover what target marketing they should use and also it will explain the reason why we chosen them as targets. It will also cover what was the thought process behind McBride to use the internet for some of their marketing. Marketing Research Marketing research is something that is used to determine how a service or product the public will accept with in the different statical data relating to the population and particular groups within it. A company may use the data collected to make sure that their service or product is targeting or will target the right audience. There are different types of market research that the McBride company can use in their marketing plan. I will start with the online market research that will have internet surveys and some online focus groups Online research is very easy for the public everywhere to participate in from their house taking away the need for them to go anywhere to participate. Internet surveys are easier to keep track of and make sure that the person fills them out correctly. This process also helps prevent any of the...
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...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...
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...Grading Criteria Marketing Research and Segmentation Problem Complete the following problem related to market research and segmentation by writing a 1,050- to 1,400-word response. Take on the role of a marketing representative at a local hospital or medical facility with which you are familiar. Provide a brief description of the facility. Conduct research on the consumers in the area using at least two lifestyle analyses and marketing research databases discussed in Ch. 4 and 5 in your text. 1. Write a lifestyle profile for the neighborhood that can be used as the demographic profile for potential patients at your facility. a. Based on your research, describe two ways the facility could segment their market. b. How does this profile provide you with insight on how the people in this neighborhood will perceive your facility? 2. Based on your research, assess the lifestyle profile you have developed. a. In your assessment, is the demographic and psychographic information you found accurate? Why or why not? |Content |Points Available|Points Earned|Additional | |60 Percent |6 |X/6 |Comments: | |The response: | | | ...
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...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...
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