Revisit the list of major marketing research agencies in Exhibit 5.3. Visit several of the websites listed. Examine the major types of information provided both as standardized services and special study capabilities. List these and identify the ways in which such resources can impact on marketing decisions.
Answer to relevant QuestionsSelect a well-known company or brand and use a search engine to find Web pages that include its name. Review the content of blogs and online reviews, and examine the lessons that the company should learn from this feedback. ...Outline an approach to develop an effective market sensing capability for a regional full–service bank. H & M’s initiatives described in the INNOVATION APPLICATION could be accomplished by competitors like Gap. Why have competitors failed to recognize these opportunities? Select a product type product–market (e.g., ice cream). Discuss the use of functional, symbolic, and experiential positioning concepts in this product category. Describe a positioning concept for three different brands/products that corresponds to functional, experiential, and symbolic positioning.
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