Select 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. Discuss the impact of Internet-based information on traditional ideas about confidentiality and privacy.
Answer to relevant QuestionsDiscuss how an organization’s marketing information skills and resources contribute to its distinctive capabilities. Compare and contrast the use of standardized information services as an alternative to special research studies for tracking the performance of a new packaged food product. PepsiCo competes in the United States and many other countries. Consider how Pepsi may utilize maps in analyzing and selecting market targets (see www.nationalgeographic.com). Discuss the conditions that might enable a new competitor to enter a mature product–market. Discuss some of the more important reasons why test market results may not be a good gauge of how well a new product will perform when it is launched in the national market.
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