Your next task is to consider how marketing research can help Sonic support its marketing strategy. Jane Melody also asks you how Sonic can measure results after the marketing plan is implemented. She wants you to answer the following three questions.

· What surveys, focus groups, observation, behavioral data, or experiments will Sonic need to support its marketing strategy? Be specific about the questions or issues that Sonic needs to resolve using marketing research.

· Where can you find suitable secondary data about total demand for Smartphones over the next two years? Identify at least two sources (online or off-line), describe what you plan to draw from each source, and indicate how the data would be useful for Sonic’s marketing planning.

· Recommend three specific marketing metrics for Sonic to apply in determining marketing effectiveness and efficiency.

Chapter 5

Sonic has decided to focus on total customer satisfaction as a way of encouraging brand loyalty in a highly competitive marketplace. With this in mind, you’ve been assigned to analyze three specific issues as you continue working on Sonic’s marketing plan.

· How (and how often) should Sonic monitor customer satisfaction?

· Would you recommend that Sonic use the Net Promoter method? Explain your reasoning.

· Which customer touch points should Sonic pay particularly close attention to, and why?

Chapter 6

You’re responsible for researching and analyzing the consumer market Sonic’s Smartphone product. Look again at the data you’ve already entered about the company’s current situation and macroenvironment, especially the market being targeted. Now answer these questions about the market and buyer behavior.

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