Discussing the Issues Muk
1. You arc a marketing research supplier, designing and conducting studies for a variety of companies. What is the most important thing you may do to ensure your clients will get their money's worth from your services?
2. Companies often face rapidly changing environments. Can market research information go stale? What issues does a manager face in using these research results?
3. What type of research would be appropriate in the following situations and why?
• Nestle wants to investigate the impaet of children on their parents' decisions to buy breakfast foods.
• A college or university bookshop wants to get sonic insights into how students feel about the shop's merchandise, prices and service,
• Gillette wants to determine whether a new line of deodorants for teenagers will IIB profitable.
• Virgin is considering where to locate a new music store in a fast-growing suburb.
• Nintendo intends to develop a new range of multimedia products for older children and adults, and wants to test the feasibility of the idea.
4. In market measurement and forecasting, which is the more serious problem: overestimating demand or underestimating it? (live your reasons.
5. As marketing manager for 1'edigrce Chnm cat food, you have seen sales jump 50 per cent in the last year after years of relatively stable sales. How will you forecast sales for the coming year?
6. What leading indicators migllt help you predict .sales of ears? mobile phones? baby foods? Describe a general procedure for finding leading indicators of product sales.
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