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Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter
Edition 7ISBN: 978-1439041390Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter
Edition 7ISBN: 978-1439041390 Exercise 1
What do the following two research situations have in common
Situation I: The sales manager of Al-Can, an aluminum can manufacturing company, was delighted with the increase in sales over the past few months. He wondered whether the company's new cans, which would be on the market hi two months, should be priced higher than the traditional products. He confidendy commented to the vice president of marketing, "Nobody in the market is selling aluminum cans with screw-on tops. We can get a small portion of the market and yet make substantial profits." The product manager disagreed with this strategy. In fact, she was opposed to marketing these new cans. The cans might present problems in presenting the contents. She thought to herself, "Aluminum cans are recycled, so nobody is going to keep them as containers." There was litde she could do formally because these cans were the president's own idea. She strongly recommended to the vice president of marketing that the cans be priced in fine with the other products. The vice president thought a marketing research study would resolve this issue.
Situation II: A large toy manufacturer was hi the process of developing a tool kit for children in the 5- to 10-year age group. The tool kit included a small saw, screwdriver, hammer, chisel, and drill. This tool kit was different from the competitors', as it included an instruction manual with "101 things to do." The product manager was concerned about the safety of the kit and recommended the inclusion of a separate booklet for parents. The sales manager recommended that the tool kit be made available in a small case, as this would increase its marketability. The advertising manager recommended diat a special promotional campaign be launched in order to distinguish it from the competitors' products. The vice president thought that all the recommendations were worthwhile, but that costs would increase drastically. He consulted the marketing research manager, who further recommended that a study be conducted.
Situation I: The sales manager of Al-Can, an aluminum can manufacturing company, was delighted with the increase in sales over the past few months. He wondered whether the company's new cans, which would be on the market hi two months, should be priced higher than the traditional products. He confidendy commented to the vice president of marketing, "Nobody in the market is selling aluminum cans with screw-on tops. We can get a small portion of the market and yet make substantial profits." The product manager disagreed with this strategy. In fact, she was opposed to marketing these new cans. The cans might present problems in presenting the contents. She thought to herself, "Aluminum cans are recycled, so nobody is going to keep them as containers." There was litde she could do formally because these cans were the president's own idea. She strongly recommended to the vice president of marketing that the cans be priced in fine with the other products. The vice president thought a marketing research study would resolve this issue.
Situation II: A large toy manufacturer was hi the process of developing a tool kit for children in the 5- to 10-year age group. The tool kit included a small saw, screwdriver, hammer, chisel, and drill. This tool kit was different from the competitors', as it included an instruction manual with "101 things to do." The product manager was concerned about the safety of the kit and recommended the inclusion of a separate booklet for parents. The sales manager recommended that the tool kit be made available in a small case, as this would increase its marketability. The advertising manager recommended diat a special promotional campaign be launched in order to distinguish it from the competitors' products. The vice president thought that all the recommendations were worthwhile, but that costs would increase drastically. He consulted the marketing research manager, who further recommended that a study be conducted.
Explanation
Verified
Verified
Since the pricing strategy for aluminum cans with screw-on tops is the issue in situation I, so the research method will target this issue. In situation II, the layout of the product, its attributes and the marketing strategy are the main interests of the management to launch the product hence the research method will focus on these areas.
The common thing in both the situations is related to the arrangement of new products and the problems associated with their launching. The marketing research method needs to be implemented to resolve the issues in both the situations. Thus, the research method is driven by and deals with a specific issue.
The common thing in both the situations is related to the arrangement of new products and the problems associated with their launching. The marketing research method needs to be implemented to resolve the issues in both the situations. Thus, the research method is driven by and deals with a specific issue.
Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter
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