BUS-294 Chapter Notes - Chapter 1: Lip Balm, Marketing Mix, The Npd Group

• School: Diablo Valley College
• Department: Business Accounting/Management/Marketing/Real Estate
• Course: BUS-294
• Professor: Miller

Document Summary

There are four other methods of collecting primary data exist that overlap somewhat with observational or questionnaire methods. Social media: facebook, twitter, and other social media, are changing the way marketing research is done. Serving as substitutes for other methods, such as focus groups: carma laboratories inc. , maker of carmex lip balm, has a history of accessibility to customers. Founder alfred woelbing personally responded to every customer letter. Today, carma labs uses social media programs to help promote its products. Can conduct marketing research using social media listening tools to . Understand the nature of online lip balm conversations: carmex uses these marketing metrics to assess its social media programs for its line of products, conversation velocity. Total carmex mentions on the internet as a percentage of all major lip balm brands. The percentage of carmex share-of-voice mentions that are (a) positive, (b) neutral, or (c) negative: facebook likes. the number of facebook fans, likes, or likers that.