ETHICS IN MARKETING MINI-CASE STUDIES Read the 4 mini-cases below. For each case answer the following questions: 1. What are the relevant Facts? 2. What are the ethical Issues? 3. Offer your opinion on what actions should be taken. Case Study 1 Incredible Shrinking Potato Chip Package Topic: Cost vs. price vs. value issues Characters: Julie‚ Brand Manager for potato chips at a regional salty snacks manufacturer Dave‚ Marketing Director for the regional salty snacks manufacturer
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Case study (DuPont case) Applied Research for international Business Management 1) Marketing research involves the identification‚ collection‚ analysis and dissemination of information. Explain how each of these phases of marketing research applies to DuPont’s problem. 2) One of the objectives of problem identification is formulating the marketing research problem and determining the information that is needed to solve it. First DuPont has to identify the target market which
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reflexiones que evocan el uso y desuso de la investigación de mercados. •"Some people use research like a drunkard uses a lamppost: for support‚ not illumination." David Ogilvy-Experto en marketing •"We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need‚ and will want‚ and make sure we’re there‚ ready.“ Akio Morita-Cofundador de SONY •"The aim of marketing is to know and understand the customer so well that the product or service fits him or
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look into is marketing information which is accessible through marketing information system and marketing research. According to (Pride Hughes‚ Kapoor 2015. Pg. 311) “a marketing information system is a system for managing marketing information that is gathered continually from internal and external sources‚“ the internal records provide marketing managers with current information about sells costs‚ inventories and cash flows while the external records provide information about marketing-environment
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COLLEGE OF BUSINESS ADMINISTRATION No. 9 Central Avenue‚ New Era‚ Quezon City “THE INFLUENCE OF SAFEGUARD SOAP MEDIA MARKETING IN THE BUYING BEHAVIOR OF SELECTED CET‚ CED AND CAS FRESHMEN STUDENTS IN NEW ERA UNIVERSITY” A Marketing Research Plan Presented to the faculty of College of Business Administration In Partial Fulfilment of the Requirements for MKM 11-3 (Marketing Research) during the 1st semester of A.Y 2014-2015 BAUTISTA‚ Janilo F. ANDRIADE‚ Fred Carlo M. ARAOJO‚ Aaron Angelo M. CARA
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analyzing the factors that define and affect customer satisfaction can be looked at as a major marketing-related issue. Customer satisfaction is a term used to describe the positive emotions resulting from using a product/service in a way that met the customer ’s expectations regarding to this product (WTO‚ 1985; Pizam & Ellis 1999). This concept can be described sometimes as the heart of marketing and companies are realizing its importance and trying to improve their techniques regarding to
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questions Where are we now? The starting point Where do we want to be? The goal How are we going to get there? The strategy Fast track external analysis * Gather information from your customer files‚ your competitor‚ public sources‚ market research etc * Think about events in the world at large and how they have affected‚ do affect and could affect your business * Analyze your customer base‚ understand your market and think about how it could be expanded * Identify and analyze your
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>cases McDonald’s Tests Catfish Sandwich >Abstract This case describes the test marketing for McDonald’s catfish sandwich in the Southeastern United States. It asks students to assume they are the new product development team and to assess the research design described. www.mcdonalds.com >The Scenario Nashville‚ Tennessee—McDonald’s Corp. is trying to hook customers in southern test markets‚ including one in Kentucky‚ on a new catfish sandwich. The chain is serving its newest sandwich
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executive‚ Lew Frankfort‚ to make its leather handbags more fashionable. Frankfort sought to develop “mixed material bags‚ a more-fun image and a wider array of styles and products.”[3] To implement this strategy‚ Coach used extensive marketing research‚ including test marketing and consumer surveys‚ to ascertain which styles and functions women preferred in their handbags. This strategy has led Coach to outsource manufacturing to factories that can work in materials other than leather and that can react
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Saturation and decline stage costs become counter-optimal sales volume decline or stabilize prices‚ profitability diminish profit becomes more a challenge of production/distribution efficiency than increased sales Market Research History- Market research began to be conceptualized and put into formal practice during the 1920s‚ as
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