No busco que me digan bajate un traductor o cosas asi, me gustaria que me lo tradujera alguien que realmente habla ingles… gracias de antemano …
Managing Marketing Information
1. Key Concepts
Where to get marketing information
· Assume that you are a regional marketing manager for a cellular phone company. List at least three potential sources of internal data and discuss how these data would help you create cellular services that provide greater customer value and satisfaction.
· In this chapter we define primary data and secondary data. Once secondary data, such as customer usage, is gathered and analyzed with the express purpose of making a pricing decision, is it still called secondary data or is it primary data? Why?
· The Internet is now the largest source of secondary data available to the marketer. More and more sites with hundreds or even thousands of pages of information are being added on a daily basis. In a small group, count the number of clicks that it takes you to find the following items:
o Microsoft net income for 2003
o Number of Wal-Mart stores (all types) at close of the fiscal year 2004
o Corporate mission/vision statement for Leo Burnett advertising agency
o The tenth largest radio market in the United States
o Cost to run a one page-black and white ad in the Marketplace section of the full national edition of the Wall Street Journal (assume no existing contract)
· Imagine you are an owner of a small children’s clothing store that specializes in upscale girl’s fashion from size 2 to 6. You have found a potential clothing line, but you are unsure whether or not the line will generate the sales needed to be profitable. Which type of research methodology (exploratory, descriptive, or causal) is best suited to solve your research objective. Why?
· Discuss why you would use a focus group to gather information, rather than interviewing the same people individually.
2. Key Concepts
Analyzing marketing information and customer relationship marketing
Marketing research for small businesses and nonprofits
Ethics in marketing research
· Small businesses and nonprofit organizations often lack the resources to conduct extensive market research. Assume that you are the director of fundraising for a small nonprofit that is focused on a social issue. List three ways, using limited resources, that you could gather information about your primary donor group.
· Many consumer rights advocates argue that research data can be manipulated to support any conclusion. Assume you are attending a meeting where a research project for a new product in a new market is being presented. List five questions that you would ask that would test the interpretation and objectivity of the findings being presented.
· Find an example of a company that you believe uses customer relationship management. Describe the process. Outline the “connections” created with customers, suppliers, and publics.
· Talk to students on campus who are from other countries about the uses of market research in their countries. Is there a focus on market research there? How is it conducted? Are their any taboos or social norms that need to be taken into consideration? Compare answers in class from the different countries represented.
· What do you think is the greatest problem today with respect to ethical business practices on the Internet? What solution would you offer? Explain.