Question

1.Marketing research has an important role across all four stages of the strategic marketing framework. In...

1.Marketing research has an important role across all four stages of the strategic marketing framework. In the Situation Analysis stage of the framework, what would be the most common focus of the research efforts?

A.Exploratory and inductive study of customers to identify trends in needs and demand, as well as customer insights.

B.Targeted research to identify meaningful differences across consumers with regard to needs and descriptive characteristics.

C.Targeted research to pretest and hone tactics, including price, promotions, advertising, new products or product modifications, and merchandising programs.

D.Data collection tied to specific accounts or customers that serves to tailor offerings (personalize or customize offerings) and direct investments and efforts toward the “right” customer segments.

E.Research to collect information on customer responses to the marketing mix, including measures of satisfaction, loyalty, profitability, and revenue.

2.The second stage of the Strategic Marketing Framework focuses upon which of the following?

A.Measurement and Adjustment

B.Situation Analysis

C.Strategy Formation

D.Implementation

E.Positioning

3.Nestlé has earned brand recognition and consumer trust. In a SWOT Analysis, these are most likely examples of which of the following?

A.Social trends

B.Strengths

C.Strategies

D.Opportunities

E.Trusted brand value

Homework Answers

Answer #1

Ques 1 Part A.Exploratory and inductive study of customers to identify trends in needs and demand, as well as customer insights.

The most basic need of the research is to generate consumer insights so that company can plan further marketing efforts accordingl

Ques 2 Part E Positioning

Market Selection is basically the second step. As a part of it we perform segmentation, targeting and positioning

Ques 3 Part B Strengths

Brand recognition is strength of a Nestle and not it's strategy or opportunity.

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