Role of Marketing Research and Strategic Marketing Management Paper

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Role of Marketing Research and Strategic Marketing Management Paper

Instructions: How (pick an organization from the list on the next page) conducts and uses marketing research in their

strategic marketing management?

1. Identifying and evaluating market opportunities

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Discuss 2 relevant trends (e.g., trends could be about consumer, market, or technology)

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2. Analyzing market segments and selecting target markets

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Describe the target market. Also, what research tool can help the company understand the target market? Be specific.

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3. Planning and implementinga marketing mix (4P’s)

Provide a research example for each of the 4P’s (see my examples in notes below slides)

• Product

• Pricing

• Place
• Promotion
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4. Analyzing firm performance

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How to analyze firm performance? And what type of data?

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List of Organizations:

  • A smart home device (e.g., Echo or Nest) company
  • A company that publishes marketing textbooks
  • A store that sells organic foods
  • A manufacturer of outdoor sportswear
  • A manufacturer of pet products and supplies
  • An online dating site

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