Using the extract, design a criteria ideal for good research report? Preteen Market-The Right Place to be in for Cell Phone Providers?Do parents of preteens envision a need for equipping their children with cell phones? This seems to be the million-dollarquestion facing cell phone makers like Firefly who view the preteen market as offering more growth opportunities than thesenior market. The preteen market is unique in that the ultimate customer, the child does not make the purchase decision.On one side of this indirect target market are parents with hectic or variable schedules and those who are more harriedor worried about their children's safety. On the other side are parents who are sceptical about the misuse of cell phonesby the kids themselves or others and those who consider a kid cell phone as an unnecessary investment especiallyconsidering the fact that kids are usually under some supervision or the other, not to mention their tendency to losepersonal belongings. Cell phone makers are following the trend set by other industries such as food companiesand retailers in targeting the preteen market. Firefly launched its phones in February 2005 priced at $199 offering 12months or 1,200 minutes of phone service-whichever comes first. The Firefly phone has a number of safety featuresthat make it simpler to use than a conventional phone but harder to abuse. It does not have a numerical keypad. Instead,parents can program up to 20 phone numbers into the device which cannot be changed without a password. Parents canalso program the phone in such a way that it only accepts calls from certain numbers. Firefly is not the only wireless carriertargeting the preteen market. Some providers offer regular cell phones at a steep discount for family plans. Whereby, apreteen phone specialist, is offering a kid phone that comes with a global positioning system locator-so parents canbetter track their offspring. Mattel Inc. is launching a phone with a Barbie theme. While equipping 8 to 12 year olds withcell phones makes it easier for parents and children to get a hold of each other and coordinate activities, parents haveother issues to grapple with. Many schools do not allow students to bring cell phones to classrooms. According to oneUniversity of Chicago child psychiatrist, most 8 to 12 year olds do not need a cell phone. So the challenge for Firefly andtheir competitors is "At what age do kids really need a phone?" and "Is the pre-teen market really worth goingafter?"Source: https://www.scribd.com/document/459512605/cases#

Outlining the essential components that must be present in order for a research report to be…

Answered: Using the extract, design a criteria…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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