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e. questionnaires and interview questions) in a manner that allows the researcher to explore specific areas of interest. For example, if the researcher wants to know what aspects of their products or services are most valuable to consumers, the survey instruments can focus on comparisons of value perception or ask consumers directly which variables are more important to them than others (Belch & Belch, 2006). Likewise, if market researchers want to know how important their corporate reputation or values are to consumer choice, they can ask specific questions about those issues. Finally, market researchers can also use survey-based research to determine how effective or ineffective their advertising and promotional efforts are (Gerrig & Zimbardo, 2008).
Domtar Marketing Efforts
The Domtar Corporation is a good example of multi-level marketing. Its corporate websites present various different web pages, some of which are intended for consumption by an adult audience and others that...
Some of the themes directed toward adult audiences include business-to-business and business-to-consumer marketing initiatives that emphasize the economic value and quality of Domtar paper products. Other adult-oriented Domtar web pages are designed to appeal to environmentally conscious consumers. The company maintains web pages designed to interest young children, consisting of fun paper-related games; it also maintains versions of its youth-oriented web pages intended to interest older students in the science and technology of paper-related product manufacturing.
References
Belch, G. And Belch, M. (2006) Advertising and Promotion: An Integrated
Marketing Communications Perspective. Irwin/McGraw-Hill: New York.
Domtar Corporation. (2010). Making Paper Fun. Accessed 17 October, 2010, from:
http://www.*****/.
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