Golf Technologies, Inc. (GTI) relies on high-level scien- tific testing to design golf clubs that provide larger sweet spots, resulting in fewer missed hits and maximum yardage. In the last year, GTI discovered a technical break- through. Its newest designed clubs, for the same level of energy, hit the golf ball longer than any existing clubs on the market. CEO Harvey Pennick is very excited about this breakthrough and believes the new clubs will create a new level of excitement and enthusiasm among players. Pennick is well aware that many club manufacturers tout new, scientific breakthroughs with each years new model clubs. He also knows that consumers have become fairly immune to these claims. He believes he must do something different to convince potential buyers that the new line of GTI clubs actually do have a larger, sweeter spot and really do hit the ball farther. Armed with objective tests that prove these claims, Pennick and his marketing staff believe they need a highly credible golfer to be used in their promo- tional materials (TV ads, magazine ads, infomercials, and special event promotions). The credibility of the message in GTIs promotions will be critical if golfers are to really believe their breakthrough in club design.

of what they are presenting to you as relating to steps

in the research process? 38. Go to your librarys online databases or the Internet

and look for examples of firms conducting a marketing research study. There are many examples reported in periodicals such as Advertising Age, Marketing News, Business Week, and Forbes. Typically, these articles will mention a few details of the research project itself. Identify as many of the steps in the marketing research process as possible that are referred to in the articles you find.

39. Think about a problem in your institute that could ben- efit from market research. Write down the broad aims of the research, the research objectives that must be achieved to meet them, and some key questions that should be answered by the research.

40. Think of what you may imagine as being an opportunity in the marketplace. Explain how Figure 3.2 would help you in conducting or not conducting marketing research.

Pennicks staff presents the two golfers whom they believe are the best known: Rory McIlroy and Bubba Watson. Both golfers are considered among the best in the world and have very high name recognition. How- ever, both these golfers have current exclusive contracts with other club manufacturers. Both contracts have buy- out clauses so if GTI is to hire either one of them, it will be expensive to buy out the existing contract and to offer enough money to attract either of these world-class golf- ers. GTI will need only one of these golfers to be its new spokesperson.

1. Assuming Pennick agrees with his staff on the choice of McIlroy or Watson, what now is Pennicks decision in terms of decision alternatives?

2. Assuming Pennick is not confident in his assumptions about the consequences of the outcomes associated with your decision alternative, what should Pennick consider doing?

3. Should Pennick decide to conduct marketing research, write the research objective.

I need to answer the three questions