Book:
Marketing Management 14E, Kolter and Keller
Question 1
Jobe Smith has decided to build his manufacturing business (lawn mowers in the U.S.) around the production concept. If this approach is taken, what will be Mr. Smith's primary areas of concentration as he builds his business? What issues might Mr. Smith face in deciding to go with this concept as he builds his business?
Question 2
A pharmaceutical manufacture followed sales representatives in the field to observe some 150 interactions between sales reps and physicians and support staff. The watched sales reps approach the doctors, how they got around their gatekeepers, how they delivered their brands' messages, and so forth. These observations led to improvements in training new reps.
In what category of research would this study fall? Provide advantages and disadvantages of this category of research. What would be the next step in the marketing research process?
Question 3
A large international rental car company decided to develop a customer retention program. The program's goal is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan to help the company design the retention program. Specifically, you need to identify:
a. Why this program is important
b. The type of information the company needs to design the retention program.
c. Where to get this information.