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MKTG 495
Assignment 2
Submit the assignment online and bring a hard copy on the due date to discuss in class.
1. What is the difference in purpose between marketing intelligence and marketing research? How
does each one relate to marketing strategy? Give an example of marketing intelligence and
marketing research.
2. What is the difference between primary and secondary data? Give examples of each data.
3. What is the difference between quantitative and qualitative research? Give an example for each
one. Does a survey collect qualitative or quantitative data? Explain.
4. What is the difference between observational research and behavioral research? Give examples
for each one.
5. What is the difference between causality and correlation? What type of quantitative research
examines causality and what type examines correlation?
6. How would you go about estimating the worldwide market potential for electric toothbrushes
(you can assume there is no official estimate of market potential for this product)? Come up
with a unit number and a dollar value for this estimate.
MKTG 495
Assignment 1
Please print out a copy of this assignment to discuss in class on Monday, February 4.
1. Describe Porter’s three generic strategies (differentiation, focus and cost leadership). Make sure
that you compare and contrast each strategy to the others. Discuss under which circumstances
each strategy should be used, and give examples of brands or companies that use these
strategies. Which of these strategies relate to the marketing concept and the production
concept? Explain.
2. What is the difference between a marketing strategy and a marketing tactic? Give examples.
3. What are marketing metrics and marketing dashboards? What is their purpose in marketing
strategy?
4. What is the purpose of a Strategic Business Unit (SBU)? How are SBUs identified in a
corporation? What is meant by portfolio analysis in strategic marketing?
Marketing Strategy: Multiattribute Table
In a survey, respondents were asked their perception about various brands of vehicles. They were asked
to rate each brand on a scale of 1 to 10 on the dimensions of quality, safety, performance, fuel
economy, design, technology, and value. The average values across all respondents are shown below.
There was general consistency between respondents in their evaluations of the brands, and so
responses were not segmented.
Perceptions of Brands
Features
Tesla
Subaru
Volvo
Toyota
Honda
Ford
Chevy Jeep
VW
9
Mercedes
Benz
8
Quality
6
6
6
6
4
4
3
3
Safety
Performance
Fuel
Economy
Design
Technology
Value
6
8
10
9
8
4
8
6
6
9
4
5
9
6
7
7
6
7
6
7
6
5
7
5
3
6
4
6
6
3
6
7
2
8
8
4
6
5
5
4
5
5
5
6
8
6
7
7
4
5
7
5
5
7
4
5
5
7
6
6
The survey also asked respondents the following question: “On a scale of 0 to 10, how important are
the following features to you if you were to purchase a vehicle within the next three months?”
Respondents were then asked to rate each of the seven dimensions. Three segments were identified,
and their results are shown below.
Relative importance of features by Segment
On a scale of 0 to 10, how important are the following features to you if you were to purchase a vehicle
within the next three months (where 0 is not at all important and 10 is very important)?
Features
Quality
Safety
Performance
Fuel Economy
Design
Technology
Value
Segment A
8
10
0
5
0
0
8
Segment B
10
0
8
0
7
8
0
Segment C
6
8
0
10
0
10
0
1
Marketing Strategy: Multiattribute Table
In Excel, use spreadsheets to calculate each segment’s attitude towards the brand across the seven
features. Print out three separate charts (one for each segment) that show the calculations and overall
attitudinal score for each brand.
Questions:
1. An individual from segment A is currently considering purchasing from one of the ten brands.
According to the data, which two brands would s/he likely have the strongest attitude towards?
Which brand does s/he have the lowest attitude towards?
2. What are the multiattribute scores for Tesla for segments A, B and C?
3. How do the three segments differ in terms of the relative importance of the various product
features when evaluating brands?
4. For segment B, which has a higher evaluation – Tesla or Mercedes Benz? How about for
segment C? What explains the difference?
5. For segment C, what is Tesla’s main competitive advantage? Explain.
6. For segment B, what would be a false advantage for Mercedes Benz? Explain.
7. Based on the data from the multiattribute table, what would you recommend that Tesla change
to attract more consumers from segment B away from Mercedes Benz? (ie. Where do they need
to improve their scores?)
2

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