EBK MARKETING
6th Edition
ISBN: 8220103676250
Author: Grewal
Publisher: YUZU
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Chapter 6, Problem 2MA
Summary Introduction
To discuss: The information that the consumers search if they need to purchase a new notebook computer and how a marketing manager of Company S utilizes this information.
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When consumers buy a new notebook computer, what sort ofinformation search (internal versus external) would they conduct? If youwere a marketing manager for Sony, how would you use thisinformation?
amazon is the largest online retailer. it actively tracks
consumers purchases and uses this data to suggest
future purchases to their customers. using data in this
way is an example. of
a. e commerce
B2b marketing
data analysis
customer extranet
What is a marketing information system (MIS), and what characteristics should it possess?
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- Explain the concept of segmentation, targeting and positioning for a product of your choice? How would evaluate the commercial attractiveness of market segment? You are newly appointed as a Marketing Managers in a publishing company and have been given specific responsibility for a new product launch. In this respect, you have been given a budget to conduct marketing research prior to launch. Explain how you would plan and conduct the marketing research by specifying the stages in your research plan? Describe briefly the five steps consumers go through when purchasing high-involvement products or services and what are the marketing implications of this purchase process?arrow_forwardDevelop a CRM program for a local store that sells apparel and gifts with your college’s or university’s logo. What type of information would you collect about your customers, and how would you use this information to increase the sales and profits of the store?arrow_forwardWhat is industry information? Why will it help with a marketing management research project?arrow_forward
- Review the material in Chapter Ten on Gathering and Using Information. Why do companies gather market intelligence and conduct marketing research? What activities are part of market intelligence gathering? How do marketing professionals know if they have crossed the line in terms of gathering marketing intelligence?arrow_forwardwhat is the relationship between information content and value relevance in an inefficient market?arrow_forwardWhat is customer relationship management (CRM)? How are firms integrating this information into their marketing and general business practices?arrow_forward
- 1.What could be the possible risk/s in database marketing? 2. Based from your experience, what are the factor/s affecting your consumption behavior? Explain 3. B2B (business-to-business) marketing is marketing of products to businesses or other organizations for use in production of goods, for use in general business operations (such as office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer. Do you think the ‘spray and pray’ approach is effective in attracting and retaining customers?The idea of spray and pray marketing is to send advertisements, or other forms of marketing communications, out to as many people as possible (spray), and hope that it motivates some of them to buy their product or show interest in their service (pray).arrow_forwardPlease agree/disagree and add more information regarding the below message. "The Big Data phenomenon has undoubtedly changed marketing forever. First and foremost, as mentioned in the lecture videos, the Big Data phenomenon is prevalent in our every day lives through social media. Many advertisements and posts that are shown to us on our social media apps are derived from our google searches, interests, and interactions on the internet. For example, if I were to watch many videos on YouTube about sneakers, or make many Google searches on Jordans, it is likely that advertisements of sneakers would appear on my Instagram or TikTok feeds. This can be very beneficial to consumers because we are automatically presented ads on products that we have previously shown interested in, without having to go out of our ways to search for products. On the other hand; however, some individuals may view this as an invasion of privacy. Some people may feel uncomfortable with the idea that our interests…arrow_forwardWhy do you think developing a Marketing Plan for a new or existing business is an important activity for marketers and for companies in general? What is your opinion of the Acme Consulting Sample marketing Plan that is uploaded as a sample marketing plan?arrow_forward
- Marketing Information and Research for WALMART Research Question h Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives. Information Needed Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.arrow_forwardWhat is qualitative research and provide an example when marketing would benefit from this method? What is quantitative research and provide an example when marketing would benefit from this method? How are they different from the information collected?arrow_forwardDescribe the online marketing tactics you can use for a smartwatch company to reach your targeted market. Describe the online marketing tactics for the smartwatch company. What tools and resources will can be use to support your tactics?arrow_forward
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