Problem 1. What is marketing research? What is competitive intelligence? Are both important elements in developing marketing strategy? Is one more important than the other -- and why? How can a company's marketing organization ensure that it is able to use both marketing research and competitive intelligence to identify newly emerging trends and competitors in time to plan and execute an effective marketing strategy in response to these competitors?
Problem 2. What are the different types of buyers and consumers? How does the type of buyer or consumer impact marketing strategy? As part of your response, consider the characteristics of buyers and the factors that influence their purchasing decision. How can an organization ensure that their market strategy is appropriate for their target market?