+1-415-670-9189
info@expertsmind.com
Marketing intelligence
Course:- Marketing Management
Reference No.:- EM13276




Assignment Help
Expertsmind Rated 4.9 / 5 based on 47215 reviews.
Review Site
Assignment Help >> Marketing Management

You work as a marketing manager for a medium-sized Hong Kong organization selling a consumer product or service. One of your major tasks is your involvement in your organization's marketing research process. You are asked by the Board of Management to conduct marketing research that will be used by your organisation to gather marketing information for the launch of a new product or service to replace a current product or service. You should pick as the basis of your answer, a real business organisation with which you are familiar or the organisation where you currently work; or a previous employer or any organisation for which you have access to the required information. The plan will include a discussion of the buying behaviour and purchase decision making process of your organisation's current customers, make use of marketing research techniques, make an assessment of market size and of future demand of the new product or service and carry out customer satisfaction measurement.

Task 1 - Buyer behaviour and the purchase decision making process:

1 Describe the main stages of the purchase decision making process as they relate to your organisation's customers.

2 Explain theories of buyer behaviour in terms of individual customers and markets.

3 Explain the factors that affect buyer behaviour.

4 Evaluate the relationship between brand loyalty, corporate image and repeat purchasing as they apply to your organisation.

Task 2 - Using marketing research techniques:

1 Evaluate different types of market research techniques that can be used by your organisation.

2 Use secondary data sources to achieve a specific marketing research objective for your organisation.

3 Assess the validity and reliability of market research findings in the above scenario.

4 Prepare a marketing research plan to obtain information in a given situation related to your organisation.

Task 3 - Assessing market size and future demand:

1 Assess market size trends within a given market for your organisation.

2 Plan and carry out a competitor analysis for your organisation.

3 Evaluate your organisation's opportunities and threats in respect of your chosen new product or service.

Task 4 - Measuring customer satisfaction:

Evaluate the techniques that can be used for assessing your organisation's customer responses to your organisation's new product or service.

Design and complete a customer satisfaction survey for your organisation's customers.

Review the success of the completed customer satisfaction survey.




Put your comment
 
Minimize


Ask Question & Get Answers from Experts
Browse some more (Marketing Management) Materials
Reflect on the organizational design of the company at its base location. What organizational design did the company choose in the overseas country and what are the reasons
Assume you are going to open a new store selling fitness products. Describe it. Who are your competitors? What would you do to monitor your competitors' action? Who are your
Prepare a 1,000-1,500 word paper, which develop a five-point international code of business ethics to be used in decision-making by multinational teams in diverse areas of t
Represent this game in the normal form. - Calculate and report the unique Nash equilibrium of this game. - Is there a perfect Bayesian equilibrium with the strategy profile yo
Company history, what the company did well, what struggles they faced, any awards they have won (if any), innovations they have created, standards they set, records they may
The following are the prices paid for the American television broadcasting rights of the summer Olympics since 1980: Moscow-NBC agreed to pay $85 million; 1984 in Los Angele
Discuss the role of simulations as tools for replicating the competitive environment. Think about the value of simulations as learning tools and consider:-What can simulatio
1. As a CRM representative how do you convey the value of customer complaints to your organization? Some firms believe that complaints reflect negatively on the employee, th