International American University MKT coursework Week 2 Paper and Discussions
Read Chapter 3 Gathering Information and SCANNING the Environment
Read Chapter 4 Conducting Marketing Research and FORECASTING
Discussion Questions. Please post in the Discussion Forum by Friday 12:00 am (PST).
1) What are the various steps a company can take to improve the quality of its MARKETING INTELLIGENCE function?
2) What are the different income-distribution patterns? How does income distribution in the economies affect the marketing decision of the firms?
3) Give an example of two products that have different performance quality but are of equal conformance quality.
4) Give an example of how a hotel can generate customer loyalty at a “customer touch point.”
Respond and comment on at least two of your colleagues’ postings by Saturday 12:00 am (PST).
Lesson 2 Assignments
Marketing Debate: What Is the Best Type of Marketing Research?
Many marketing researchers have their favorite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through indepth, qualitative research. Others contend that the only legitimate and defensible form of marketing research involves quantitative measures.
Take a position: Marketing research should be quantitative versus marketing research should be qualitative.
Submit to Dropbox by Saturday 12:00 am (PST) in ESSAY form (3-5 double-spaced pages)