Kudler Fine Foods Marketing Research

1254 Words Jun 12th, 2007 6 Pages
The American Marketing Association defines marketing as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". (2005) Simply put, marketing is the process by which businesses assess the needs and desires of consumers in order to provide products and/or services to meet those needs in the most efficient and cost effective manner. Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.
Market research "is the process of defining a marketing problem and
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However, the value of the marketing surveys collected did provide Kudler with good information regarding how customers view their products and pricing and the general customer service experience. By establishing relationships with their customers, the mangers of Kudler 's three stores were able to observe the customers ' buying habits and obtain information about what other services the customers might utilize. By devising a questionnaire, management is able to see areas in which customers felt the company there was room for improvement and which areas the company excelled. Although the questions could have been more specific, a general view was enough for the company to see the areas in which they needed to concentrate improvement strategies. Kudler could also use some of the information gathered from the survey to determine the most profitable marketing mix for their organization. The desired marketing mix is a combination of promoting the right product in the right place, at the right price for optimal profitability. In determining the most profitable market mix, however, it is imperative that the corporation continues to maintain customer focus. The components of Kudler 's marketing mix in regards to the catering aspect are the service and food, the price breakdown, and how, when and where to promote the service. Since Kudler specializes in fine, organically grown produce and meats, the base price will
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