What are the relevant issues that need to be considered when obtaining the services of an outside supplier for a marketing research project?
Answer to relevant QuestionsWhat do you consider to be the proper ethical limits on the collection and use of customer information by companies? Are there similarities between marketing intelligence and the operations of the U.S. Central Intelligence Agency? Do companies ever employ business spies? Go to www.mcdonalds.com and analyze McDonald’s positioning initiatives and discuss important positioning issues for McDonalds. Assume you are assisting Nokia in determining information needs for monitoring its cell phone targeting and positioning strategies. What are your recommendations? A. Review Microsoft and Nokia alliance described in a STRATEGY APPLICATION in this chapter. Identify the strategy underpinning this alliance. Is this an effective counter to the strength of competitors like Google and Apple? ...
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