Suppose the management of a retail floor covering (carpet, tile, wood) chain is considering a research study to measure household awareness of the retail chain, reactions to various aspects of wallpaper purchase and use, and identification of competing firms. How could management estimate the benefits of such a study in order to determine if the study should be conducted?
Answer to relevant QuestionsAre there similarities between marketing intelligence and the operations of the U.S. Central Intelligence Agency? Do companies ever employ business spies? 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). Select a product type product–market (e.g., ice cream). Discuss the use of functional, symbolic, and experiential positioning concepts in this product category. Suggest an approach that can be used by a regional family restaurant chain to determine the firm’s strengths over its competitors. Discuss how alliances may enable foreign companies to reduce the negative reaction that is anticipated if they tried to purchase companies in other countries.
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