This topic contains a solution. Click here to go to the answer

Author Question: Discuss possible sources of conflict between marketing management and marketing ... (Read 61 times)

HCHenry

  • Hero Member
  • *****
  • Posts: 591
Discuss possible sources of conflict between marketing management and marketing research.

Question 2

What information should be included in the segmentation section of a marketing plan?



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
Marked as best answer by a Subject Expert

sailorcrescent

  • Sr. Member
  • ****
  • Posts: 334
Answer to Question 1

In practice, the relationship between the marketing research department and the users of marketing research frequently is characterized by misunderstanding and conflicts arising from:
(1) Research that implies criticism: managers may not want to find results that are critical of their work.
(2) Money: financial managers often see research as a cost rather than as an investment or a way of lowering risk.
(3) Time: it takes time to complete a research project, and errors are more prominent if the research is rushed.
(4) Intuitive decision making: managers are action-oriented decision makers, and they often rely on gut reaction and intuition, which is often successful. Thus, they often do not believe a research project will help improve their decision making.
(5) Future decisions based on past experience: managers wish to predict the future, but researchers measure only current or past events.

Answer to Question 2

In this section, we want to use data to outline what segments we have identified. This could include demographics, psychographics, and buyer behavior. We can get this information through a cluster analysis. Using this data, we want to identify three main groups: current customers, nonusers, and ideal customers. For example, with J.J.'s travel-related social networking site, he found that his current customers were in their early 20s, many of whom stayed connected through friends and sometimes bought trips through the site; his nonusers were people over 40, and his ideal customers were in their 20s and had a good amount of disposable income.




HCHenry

  • Member
  • Posts: 591
Reply 2 on: Jun 28, 2018
Excellent


connor417

  • Member
  • Posts: 329
Reply 3 on: Yesterday
Gracias!

 

Did you know?

The word drug comes from the Dutch word droog (meaning "dry"). For centuries, most drugs came from dried plants, hence the name.

Did you know?

Alcohol acts as a diuretic. Eight ounces of water is needed to metabolize just 1 ounce of alcohol.

Did you know?

Human kidneys will clean about 1 million gallons of blood in an average lifetime.

Did you know?

Throughout history, plants containing cardiac steroids have been used as heart drugs and as poisons (e.g., in arrows used in combat), emetics, and diuretics.

Did you know?

In the United States, congenital cytomegalovirus causes one child to become disabled almost every hour. CMV is the leading preventable viral cause of development disability in newborns. These disabilities include hearing or vision loss, and cerebral palsy.

For a complete list of videos, visit our video library