What obstacles may be faced in enhancing a company’s ability to learn more and better about its customers, and how should they be addressed?
Answer to relevant QuestionsWhy would a company consider observational or ethnographic research in preference to conventional surveys? Go to www.mcdonalds.com and analyze McDonald’s positioning initiatives and discuss important positioning issues for McDonalds. Competing in the mature market for air travel promises to be a demanding challenge in the 21st century. Discuss the marketing strategy issues facing American Airlines during the next decade. 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. Identify and discuss important issues in deciding whether to create internal cross–functional relationships.
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