MKTG 317 Lecture Notes - Lecture 1: Crate & Barrel, Ford F-Series, Mystery Shopping

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

Marketing should be used to bring clarity to unknown aspects of the marketplace: to better understand the connections between marketing actions and consumer needs. It is used to help make decisions (on any or all of the 4ps), but it is not the only basis for a decision. Research can be used to gather infor on any or all of the 4ps: examples: Product: ipod, appliances quieter, new flavours (pillsbury had two potential new flavours of cookies they wanted to introduce but could only afford to introduce one. Safeway or coop info which products are the most popular, how much to carry of each product. If people only buy it on sale, the price may be too high. Honda compact suv, had focus group to help determine price (here is our new hrv with these standard parts, how much would you pay) Distribution which locations would have the best potential.