Class Activity
bookman Name: SudarsoStudent ID No:201124193
Scenario: Keiths Floor Mat Project
Source: Tong & axerophthol; Taylor, Understanding Market look, p.22
Keith is the trade director of a component part within a large, diversified manufacturing company. His division sells, among other products, understructure mats and matting to the hospitality, health care and commercial markets. He has a solid base of customers in hotels, restaurants, hospitals, nursing homes, commercial offices and obtain centres. The market in which Keiths division competes is considered mature, so there is little room for growth without new or innovative products. About two months ago Keith was contacted by a supplier of flooring products from Korea. He was offered a range of incomparable floor mats that he had not seen in advance. These mats work features that will have definite competitive advantages. Keith is keen on exploring the potential of these mats before he makes a final decision. He calls on the in-house marketing enquiryer for assistance, but feels that a full-scale research discombobulate is not warranted at this stage.|
1. Do you believe Marketing Research is required in above case? If so explicate your reason.
Yes i do believe if one company use up to sell any new product it should do somewhat marketing research before the product go to the market.
Which as the managers need information in order to introduce products and service that create value in the mind of the customer. But the wisdom of value is a subjective one, and what customers value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deduced from common knowledge. Rather, selective information must be collected and analyzed.
Therefore, the goal of marketing research is to provide the facts and direction that managers need to make their more crucial marketing decisions.
To maximize the benefit of marketing research, those who use it need...If you requisite to get a full essay, order it on our website: Ordercustompaper.com
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