Marketing Research Essentials 9th Edition Carl McDaniel, Roger Gates - Solutions

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Who should you get on side to support, champion and promote this programme internally?
What can you be doing now to overcome them?
What are the risks?
What is going to stop you achieving your goals?
Is your organization ready for Smarketing?
Are you on target to reach your goals and stretch them? Do you have quick wins you can communicate out?
What is your plan to keep management and employees continually informed, and how will you make sure that this doesn’t distract you from the day-to-day tasks? Will you employee a PMO (Programme Management Officer)? This is a department (or a person) within a business that supports, defines and
Are you clear that all employees impacted have had a one-to-one discussion and that they are clear in terms of their role, the benefit to them and the company, and the impact on their employee terms and conditions?
Have the programme benefits and timescale been clearly communicated to all stakeholders and employees, and have any objections, concerns and suggestions been collated, documented and fed back into the programme?
If one of your core team was stopped in the lift/elevator by one of your employees and challenged about the Smarketing programme, could they clearly articulate (quickly) the benefits and the direction of travel of the programme?
Do you have a customer journey map that all can see? Is this an ongoing developing thing?
Can you see ‘quick wins’ that you can work on and communicate out to the wide team and audience?
How will you get the stakeholders’ buy-in now and continued buy-in as you work through the project?
Assuming you are willing to burn political capital to implement a Smarketing programme, do you understand your stakeholders’personal wins? Do you understand the blockers?
Who are your key stakeholders that you need to influence as part of your Smarketing programme? In what ways will you approach them differently?
Without stalking, are you collecting and measuring the digital footprints of your prospects and customers in terms of things like intent data?
Following up from the question in the last few chapters, on the basis that no sales or marketing department has infinite resources, do you think a ‘schwerpunkt’ programme might help you channel resources?
In terms of your own Smarketing programme, will you aim for one leader or maintain a culture of cooperation but keep two leaders?
Are you a product-, sales- or marketing-led organization? Is that right for where your business is right now in terms of development? If it is not, how could you change it?
Does your sales and marketing team have a common language;will sales agree with marketing as to what is defined as a lead?
Are your marketing, sales and employees ‘adding value’ to your prospects and customers?
Is your marketing hyper-personalized or one-to-one personalized?
If you get a prospective customer contact do you assume they are at the start of a buying process or part-way through? Are your marketing and sales processes agile so that you don’t make assumptions?
Have you empowered your employees to talk, post and blog about the amazing opportunity working for your company provides, tapping into the power of their passion?
per cent of the buying process?
Is your company educating the internet-empowered customer with insightful and educational content, blogs and videos along
What are your measures? Friends, Likes, Eyeballs, Leads, Meetings and Revenue? It’s not for us to say which is right or wrong, but if you are reading this book, now is the time to take stock and decide if any changes need to take place.
in a different way: based on the changes in the way the internet impacts on the way we buy, and how legislation impacts on the way we treat data, are there current tactics you are employing in marketing that have reached the end of their shelf life?
Asking question
Be honest with yourself: is your current marketing working or are there maybe things you need to dial up or dial down?
Do you have a true marketing strategy or is it a set of tactics that move on year after year?
How much inbound do your salespeople get on a daily basis?Is your corporate marketing currently broadcast? If so, what do you think you could do to make it less about you?
Are your salespeople using the internet to position themselves so that buyers see them as the solution to their problems?
Imagine yourself as a buyer; if you wanted to buy what you sell, could you find engaging and educational content online that you would want to read?
Are you selling the way you hate to buy?
Are you still selling the way you did pre the internet?
Using the Internet and a Web browser, visit a search engine such as Google or Yahoo! and type “marketing research.” From the thousands of options you are offered, pick a website that you find interesting and report on its content to the class.
Divide the class into groups of four. Each team should visit a large organization (profit or nonprofit) and conduct an interview with the top marketing executive to discover how this firm is using marketing research. Each team then should report its findings in class.
This case illustrates the classic case of misdirected research effort. Information is presented that is based upon an erroneous assumption and has little to do with the real problem faced by Cessna’s management. 1. What is the management decision problem? 2. Define the marketing
Divide the class into teams of four or five. Half of the teams should prepare short RFPs on the following topics:1. Food on campus 2. Role of fraternities and sororities on campus 3. Entertainment in your city 4. Your university website 5. Role of student internships in
Go to http://www.comscore.com and explain what they offer their customers.
Go to http://www.nielsen.com and read about BuzzMetrics. Explain how it works and why it is a valuable tool to some marketers.
Divide the class into groups of four or five. Each team should go to the Internet and look up database marketing. Each team should then report to the class on how a specific company is effectively using databases to improve its marketing efficiency.
Midas, Inc. is one of the best-known providers of automotive services, offering brakes, maintenance, tires, exhaust, steering, and suspension repairs at nearly 2,400 franchised, licensed and company-owned Midas shops in 16 countries, including more than 1,600 in the United States and Canada. Enable
Divide the class into groups of four and eight. The groups of four will select a topic below (or one suggested by your instructor) and create a discussion guide. One of the groups of eight will then serve as participants in the focus group. The groups should last at least 20 minutes and be observed
Take a consumer drawing test—draw a typical Pepsi drinker and a typical Coke drinker. What do the images suggest about your perceptions of Coke and Pepsi drinkers?
Use the metaphor technique to tell a story about going to the supermarket.
What types of error might be associated with the following situations?a. Conducting a survey about attitudes toward city government using the telephone directory as a sample frame.b. Interviewing respondents only between 8:00 a.m. and 5:00 p.m. on features they would like to see in a new
Companies like Coca-Cola and Starbucks conduct humanitarian acts in the foreign countries they do business in. These efforts directly impact branding.2,000 adults were surveyed via the Web.Sixty percent of U.S. adults over the age of 18 said “knowing a company is mindful of its impact on the
Every year, On-Site Research conducts a cross-country ethnographic study called Cyber Census. Members of the research team drive an RV across 20 states to track a core group of 150 Americans and their use of and interaction with Web-based and other technology.The research shows that people are
Use ethnographic research to evaluate the dining experience at your student center. What did you learn?
Do you think that tracking beacons should be outlawed? Why or why not?
Divide the class into teams of five. Each team should select a different retailer (services are OK for mystery shopping). Two members of the team should prepare a list of 10 to 15 questions to be answered. The remaining three members of the team should become mystery shoppers with the goal of
Texas Red is the oldest soft-drink company in Texas. During the 1980s, the company went through bankruptcy because of its inability to compete with the big national soft drink brands. In 2003, a group of investors purchased the brand name from the bankruptcy court and reincarnated it with
Night students at the university or college are much older than day students. Introduce an explicit control for day versus night students in the preceding experiment.
What is measurement?
There are the many types of construction equipment necessary for modern construction techniques. The most versatile and most often purchased of these is the loader backhoe.How do engineers identify design advancements for the backhoe to keep the product line fresh and responsive to market needs?
Divide the class into teams of four or five. Each team should go to the Internet and find the results of a survey with data. Each team should then determine the face validity and content validity of the research. Also, each team should suggest a method of assessing reliability of the survey.
Divide the class into teams. Each team should create five adjective pairs of phrases that could be used in a semantic differential to measure the image of your college or university. The instructor will then aggregate the suggestions into a single semantic differential. Each team member should then
In conjunction with the Better Homes and Gardens Best New Product Awards, Toronto-based. BrandSpark International surveyed more than 50,000 U.S. consumers on topics such as “recessionary shopping behavior, healthy eating, future spending priorities, private labels versus premium brands, organic
What’s wrong with the following questions?a. How do you like the flavor of this high-quality Maxwell House coffee?b. What do you think of the taste and texture of this Sara Lee coffee cake? c. We are conducting a study for Bulova watches. What do you think of the quality of Bulova watches?
Discuss the advantages and disadvantages of Web-based questionnaires.
Divide the class into groups of four or five. Match the groups evenly into supplier and client teams.cair a client team with a supplier team. Each client team should pick some aspect of the university such as student housing, student transportation, sports, sororities, fraternities, food on campus,
New Mexico National Bank (NMNB) operates branches in 23 cities and towns throughout the state of New Mexico.The bank offers a complete range of financial services, including Visa and MasterCard credit cards.New Mexico National Bank (NMNB) has 53,400 people in the state using its credit cards.1. How
HealthLife spent $3 million to promote awareness and a positive image of its wellness services among Fortune 500 companies and their employees. They estimate a total target audience of around 10,000. To assess the campaign, the company conducted a pretest and a posttest. Unaided awareness
A marketing researcher must determine how many telephone numbers she needs to order from a sample provider to complete a survey of ATM users. The goal is to complete 400 interviews with ATM users. From past experience, she estimates that 60 percent of the phone numbers provided will be working
What is meant by the editing process? Should editors be allowed to fill in what they think a respondent meant in open-ended questions if the information seems incomplete? Why or why not?
Using data from a newspaper or magazine article, create the following types of graphs: line graph, pie chart, bar chart.
Much of the problem, but certainly not all, seems to be his project managers and a lack of project control. An informal survey by Larry of his best clients found:• The field service recruited unqualified respondents.• Underqualified interviewers were used for executive interviews.• The
The United Way was concerned about the attitudes of non-donors toward the organization with the theory that their reasons for not donating are tied to their perceptions of United Way. They are also interested in getting a sense of what factors might convert non-donors to donors. The executive
Maxwell Research, a full-service research firm located in Austin, Texas, specializes in custom research serving primarily the hospitality, travel, and consumer package goods industries. At this quickly growing company, Mike Maxwell, CEO and founder, says that the firm’s success is

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Marketing Research Essentials 9th Edition Carl McDaniel, Roger Gates - Solutions

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