Scenario 1. Value of marketing research.
Put on your marketing consultant hat. You are meeting with an organizational leader who want you to develop a marketing program for the product you selected in Week One (or select an offering from your organization). The problem is that the leader does not think it's necessary to conduct any research; the leader just wants you to build a plan and make it happen.
What research-based argument can you provide to persuade this leader to understand the value of marketing research? In your response, address these questions:
The Product is the Apple Smart watch
- What are the reasons an organization should conduct marketing research?
- What is an effective method for conducting marketing research?
- What are your recommendations for applying this method to conduct marketing research for your offering?