Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
((Meel and Romans, 2010)
The present database marketing plan will examine the database and discover the following: (1) what information is in a customer file? (2) What internal information exists that can be linked to a customer file? (3) Is the information up-to-date? (4) What information exists externally?
III. Market Research Plan Implementation
Customer surveys will be developed and mailed as well as emailed to customers and will ask questions concerning the purchase habits of the customer including purchases made through other channels and from other companies by current customers. This will assist in understanding the customer's wants and needs and assist in informing the company of how it may best serve the customers and gain more of the market share simultaneously.
IV. Research Questions
Research questions asked in this marketing research plan will include but not be limited to the questions as follows:
(1) Why did you purchase the item[s] that you purchased from our company?
(2) Did price determine your purchase?
(3) Did service determine your purchase?
(4) Did location determine your purchase?
(5) Was your purchase conducted online via the Internet?
(6) Would you refer your friends and associates to our business? Why?
(7) Is there anything that would result in you purchasing more often from our company?
(8) Is there any factor that would result in purchasing less often form our company?
(9) Are there any brands that our company presently does not carry in its' stock that would increase your shopping with our company?
(10) Are the prices in our store competitive with prices in other stores that are comparable to our business?
V....
Evaluation
Following quantitative as well as qualitative evaluation of the answers provided by customers the answers received will serve to inform the focus group discussions which will be the second step in the marketing research plan geared toward obtaining useful and pertinent information to inform the company of its future marketing strategies.
VI. Focus Group Discussion
The sampling in this study will be a randomly selected group from among customers who respond to the customer surveys. The focus group studies will serve to hone in on relevant information that will serve to inform the company's marketing strategies as well as identify internal and external factors that should be considered when developing the marketing strategies and for targeting new customers while retaining existing customers and increasing the purchasing habits of existing customers.
Bibliography
Hughes, Arthur Middleton (2000) The State of Database Marketing Today. Database Marketing Institute. 1 Aug 2010. Online available at: http://www.dbmarketing.com/articles/Art109.htm
How to Write a Marketing Plan (nd) Know This? Mplans.com. Online available at: http://www.knowthis.com/principles-of-marketing-tutorials/how-to-write-a-marketing-plan/
Meell, Susan Keipper and Romans, Chuck (2010) An Introduction to Database Marketing. Online available at: http://www.schooldata.com/mdrdbs_intro.html
Berry, Tim (2010) Market Research. Mplans. Online available at: http://articles.mplans.com/market-research/
Lewington, John Alfred (1996) The Opportunities and Pitfalls of Performance Measures in Database Marketing System. International Society for Strategic Marketing. ISSM Electronic Journal. Issue 8, 1996. Online available at: http://www.issm.org/articles/jlopp.pdf
Bibliography
Hughes, Arthur Middleton (2000) The State of Database Marketing Today. Database Marketing Institute. 1 Aug 2010. Online available at: http://www.dbmarketing.com/articles/Art109.htm
How to Write a Marketing Plan (nd) Know This? Mplans.com. Online available at: http://www.knowthis.com/principles-of-marketing-tutorials/how-to-write-a-marketing-plan/
Meell, Susan Keipper and Romans, Chuck (2010) An Introduction to Database Marketing. Online available at: http://www.schooldata.com/mdrdbs_intro.html
Berry, Tim (2010) Market Research. Mplans. Online available at: http://articles.mplans.com/market-research/
Lewington, John Alfred (1996) The Opportunities and Pitfalls of Performance Measures in Database Marketing System. International Society for Strategic Marketing. ISSM Electronic Journal. Issue 8, 1996. Online available at: http://www.issm.org/articles/jlopp.pdf
Marketing Research: The Marketing Research Plan of Extreme Exposure Rock Climbing Center The need for marketing research The marketing research problem Information types and sources (primary and secondary) Methods of accessing data Methods of collecting Data Design data collection forms (or scripts) The sample plan and size Analyze data Marketing Research: The Marketing Research Plan Extreme Exposure Rock Climbing Center. The need for marketing research With the climbing market exploding, the creation of a modern climbing centers necessitates an incredible amount
Marketing Audit A market research plan is the systematic study that deals with the gathering and analysis of the concerned data to assess the role of a certain company in the market and persuade the customers to by their products. Marketing research assist the companies to design better strategies for future with respect to customer behavior (Pickett, 2010). Marketing audit: It is a systematic and comprehensive evaluation of a company's activities and
Marketing Research 6855 The purpose of this paper is to apply the principles of Marketing Research process by conducting secondary research for a real life organization and proposing primary research which can be done in the light of secondary research. The first section of the paper presents an analysis of Starbucks using SWOT, 5Cs Analysis, and five forces model. The second section proposes primary research to solve a specific marketing problem. Situation
Marketing Research Process and Research Methods The four steps in the marketing research process are designed to capture the information and insights needed to make better strategic and tactical decisions, gain greater intelligence on customer needs, and ultimately create greater value for a company. The four stages of the market research process are defined in this analysis with their applicability for given strategic decisions and trade-offs also discussed. The three dominant
Conceptually, Marriott believes that the same guest falls into a different customer profile depending on the nature of the trip taken. Marriott has a product for every price point chain-scale (as defined by Smith Travel Research) except for the lowest economy segment. The company's commitment to quality and steady brand building has resulted in a strong brand portfolio of hotels, vacation ownership and corporate housing brands that associate quality,
Marketing Research Explain the difference between marketing research and a DSS. Marketing research may provide data for use in a DSS as input, but the knowledge component is an aspect of the human expert participation in the gathering and analysis of data. Indeed, some computer modeling platforms (such as Bayesian Belief Networks) employs a combination of data, modeling software, and the judgment of experts to make decisions about, for instance, a product