Now that you have evaluated the
marketing environment and established some marketing goals for MM, it is time
to get started with the new product plan. The first step is to research the
mobile phone market. Without knowing who is buying phones in certain market
segments, Michelle won’t know how to market MM’s new product. She needs your
help to determine who the market is for the new product.
Primary Task Response: Read the dialogue below. write 750–1,000 words that respond to the
following questions with your thoughts, ideas, and comments. Be substantive and
clear, and use examples to reinforce your ideas.
Michelle knows that MM needs to
determine who the target customer is for the new product. She knows that
marketing research needs to be done as part of this market segmentation and
product development processes, but she is not well-acquainted with some of the
details that are involved in the processes. She has stopped by your office to
ask some questions.
“Thanks for canceling your
other meeting this afternoon,” she says.
“No problem,” you say. “I
rescheduled my meeting with multimedia; it actually works out better for them,
“I’ve heard about quantitative
and qualitative research, but I’m not sure I really understand the difference
between the two,” she begins. “I’m sure there are advantages and disadvantages
to each of them, but without knowing, I’m not sure which type of research we
need to conduct. What do you think?”
Before you can respond,
Michelle’s cell phone vibrates.
“Excuse me, I have to take
this,” she says.
Michelle takes her call and
then stands up.
“Well, I’m sorry to do this,
but I have an emergency that I have to deal with right now,” she says. “Would
you do me a favor? Send me a memo that explains those two types of research and
include brief explanations about the advantages and disadvantages of each. I’d
like to be able to speak intelligibly to this at the next board meeting.”
“Sure,” you respond, thinking
that this will make for a pretty lengthy e-mail. “I'll also include how each
method can help us define our target market. Will that help?”
“Yes, great idea,” she replies.
“Ok! I’ll get that to you by close of business tomorrow,” you say.