[Get Answer ]-Marketing Environment
Now that you have evaluated the and established some marketing goals for MM, it is timeto get started with the new product plan. The first step is to research themobile phone market. Without knowing who is buying phones in certain marketsegments, Michelle won’t know how to market MM’s new product. She needs yourhelp to determine who the market is for the new product.
Primary Task Response: Read the dialogue below. write 750–1,000 words that respond to thefollowing questions with your thoughts, ideas, and comments. Be substantive andclear, and use examples to reinforce your ideas.
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Michelle knows that MM needs todetermine who the target customer is for the new product. She knows thatmarketing research needs to be done as part of this market segmentation andproduct development processes, but she is not well-acquainted with some of thedetails that are involved in the processes. She has stopped by your office toask some questions.
“Thanks for canceling yourother meeting this afternoon,” she says.
“No problem,” you say. “Irescheduled my meeting with multimedia; it actually works out better for them,too.”
“I’ve heard about quantitativeand qualitative research, but I’m not sure I really understand the differencebetween the two,” she begins. “I’m sure there are advantages and disadvantagesto each of them, but without knowing, I’m not sure which type of research weneed to conduct. What do you think?”
Before you can respond,Michelle’s cell phone vibrates.
“Excuse me, I have to takethis,” she says.
Michelle takes her call andthen stands up.
“Well, I’m sorry to do this,but I have an emergency that I have to deal with right now,” she says. “Wouldyou do me a favor? Send me a memo that explains those two types of research andinclude brief explanations about the advantages and disadvantages of each. I’dlike to be able to speak intelligibly to this at the next board meeting.”
“Sure,” you respond, thinkingthat this will make for a pretty lengthy e-mail. “I’ll also include how eachmethod can help us define our target market. Will that help?”
“Yes, great idea,” she replies.
“Ok! I’ll get that to you by close of business tomorrow,” you say.
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