1. List 2 and explain the challenges of market research in global market
2. At the heart of the market research process is a search for understanding. Sometimes management seeks answers to a particular problem. In other situations, an opportunity needs to be evaluated before committing resources. Which of the six steps of the market research process is the most important in committing to a strategic endeavor?
3. You are a marketing manager for Harley-Davidson Motorcycles, and 90 percent of your bikes are sold to men. You believe women are a great potential target market but have had little success selling Harleys to them. What do you do?
4. You are the director of advertising for McDonald’s, and the company is getting ready to roll out a new advertising campaign designed to increase sales of a new sandwich. However, senior management wants to know if it will work. What do you do?