MARKETING QUESTIONS ASSIGNMENT

Jul 25th, 2014
Steve1995
Category:
Marketing
Price: $15 USD

Question description

This must be completed in APA style with citations!  Absolutely no extension and work must be college level.  All information is provided below and if you have questions ask them.  DO NOT WAIT UNTIL TIME BEFORE ASKING QUESTIONS.  If you would like to submit parts as you go along that is fine.  This will speed up the process of asking for any corrections.  MAKE SURE YOU UNDERSTAND WHAT I AM ASKING OF YOU AND THAT YOU CAN COMPLETE THIS.  No assignment will be given to any tutor without confirmation that you understand and I will ask a couple of specific questions to ensure you have read the assignment!  Also I am more than happy to provide some of this information.  Such as the questionnaire for the 20 people and compile it in table to be inserted.  

Brand Product Lines and Mix 

Construct a table for Samsung Products and another table for Dell Computers.  Make sure that each brand has at least four product lines in its product mix and that each product line has at least three product items within the line (so a total of at least twelve individual product items).  EACH PRODUCT LINE WILL HAVE 12 INDIVIDUAL PRODUCTS.  IF YOU HAVE A DIFFERENT ONE THAT IS FINE BUT IT CANNOT BE ANY FOOD CHAIN OR FOODS

When I say “product categories,” this is not the same as Types of Consumer Products.  Campbell’s would be primarily categorized as shelf-stable food and beverage, but that would be inherently different from say a quick service restaurant brand even though they still serve food and beverages. And obviously food and beverage is vastly different from automobiles, electronics, furniture, cleaning products, firearms, etc. Essentially, make sure your two brands are not competitors in the same category.

List some of the brand’s major competitors for each product line. Why do you think these brands have so many different product lines and items? Are the different product items easy extensions of an existing product or a radical new design? Do you think it’s more important for brands to be innovative or to continue to expand already successful lines?

Be sure to properly cite your sources of your information: company websites, actual in-store observation, etc.

Summer Travel

Nearly $600 billion was spent in the US by both American and international leisure travelers in 2012 (http://www.ustravel.org/sites/default/files/page/2009/11/US_Travel_Answer_Sheet_March_2013.pdf). The summer months are definitely some of the most popular times for Americans to travel both domestically and abroad. Travel agents used to be the gateway to all things travel, but there has been a monumental shift in the industry forcing many of these companies out of business or to evolve into new formats. Instead, the internet has empowered consumers to do it themselves and cut out the travel agent intermediary. It is estimated that Americans booking travel online will hit an all-time high this summer of roughly $61 billion (http://www.usatoday.com/story/dispatches/2014/05/29/summer-travel-spending-forecast/9636671/).

To examine the power of the internet when it comes to booking travel and how it coincides with Marketing, you will go through the search process of booking a trip online. Essentially, you are going to virtually plan a vacation as completely as possible online.

A. Choose a destination – THE DESTINATION IS FROM MEMPHIS, TN TO LAS VEGAS, NV

What kind of traveler are you? Do you prefer to plan out every detail and experience you want to have before hand? Or do you just want to relax and see what happens? Are you concerned about achieving specific goals while on vacation—go to a certain amusement park, catch a particular show, eat at a particular restaurant, etc.—or do you just get there and let the rest of the time work itself out?

B. Search

First, you will search for your flight online. Choose an online travel search site. Popular options include: www.expedia.com, www.travelocity.com, www.orbitz.com, and www.kayak.com. There are also many others, but these are some of the “heavy hitters” in the industry. As a special note, Kayak touts themselves as being a “one-stop shop” that searches other sites for you so you can save time and compare. This may or may not appeal to you. Using one of these search sites, pick your departure and arrival airports. Pick a travel date at least one month in the future, or any time after that you choose. Make your trip last at least 4 days  ONE TRAVELER.  Make the search and evaluate the results. What criteria will you use to judge which flight to choose? Lowest cost? Number of stops? Airline brand? Time of day? Is there any mention of number of seats available at this price? “Choose” at least one flight and record its airline, flight number(s), times, stops, and price. Be sure to go far enough in your search that taxes and fees are added and you have your final total.

Taking this information, now try to find the same flight a more direct way to compare. For instance, if you used Expedia and chose a Delta Airlines flight, now go to www.delta.com and repeat the search. What similarities and differences do you notice? Is the price similar? Is there any mention of number of seats available?

Do the same for your hotel accommodations. Search sites will often allow you to “bundle” flight and hotel, so if you want to include your hotel search along with your airline search in the previous sections, that is acceptable as well. How will you choose your hotel? Price? Location? Amenities? Brand? Using your online travel search site that you used for your flight, also choose your hotel—record its brand, location, the type of room, and the price. Then try to find it directly as well. For instance, if you used Expedia and found a Holiday Inn Express, now go to www.holidayinn.com (it will likely redirect you to its parent website) and perform the same search. What are the similarities and differences? Price? Amenities? Number of rooms available?

Finally, you will use the power of crowd sourced ratings and reviews to finish out your trip. Did you notice ratings and reviews provided for your hotel for instance? Go to www.tripadvisor.com and search your hotel you previously chose. How does it rate? How does it compare to other options in your destination city? Still at TripAdvisor, seek out at least two restaurants and at least two entertainment options for your trip. Entertainment could include a variety of activities-- tours, concerts, shows, museums, amusement parks, zoos, etc. What sort of restaurants and entertainment would you like to experience? How do your choices rate on TripAdvisor? Do you feel that you should or even could plan a trip around these ratings? Do you put a lot of trust in these reviews provided by complete strangers? Does a place or experience you think you might like now seem not appealing due to negative reviews and ratings? Do you feel you would rather be “adventurous” and not even view these sort of listed reviews?

C. Analysis

What did you learn from this exercise? Have you performed searches like this before or was the process new to you? How user friendly were the websites you used? Did you enjoy being able to search and compare things yourself, or would you rather have someone do it for you, such as a travel agent? Would you be willing to pay a higher price for someone else to help you—if so, how much more? Did you notice advertisements on the pages you visited?

National Brands vs. Private Brands Blind Taste Test

THE BRANDS YOU WILL USE A NAME BRAND CRACKER AND GENERIC CRACKER OR SOMETHING THAT IS EASY FOR A PERSON TO TASTE TEST.  YOU CAN PLUG IN ANYTHING TO THE QUESTIONAIRE FOR YOU TO COMPUTE YOUR FINDINGS

Find two articles that explain some of the differences between, benefits, and/or problems associated with private or generic branding versus national brands. Make sure they are no older than 2010 to help make sure the content is current. Summarize these two articles in your report of roughly ½ page each. Be sure to properly cite your sources.

Why do stores go to the time and effort to develop, manufacture, distribute, and market their own varieties of products instead of just selling the national brands? Are there actually quality differences between the two?

A. Choose competing products—national and private

Choose two competing edible products from the same category—one national brand.  Other ideas include, but are not limited to: cereal, canned goods, frozen meals, snacks, snack cakes, chips, crackers, cookies, ready-to-eat meals, oatmeal, etc. Be sure to choose products that are as exactly similar as possible: portion size, flavor, color, preparation method, etc.

Create a table to detail the similarities between them. The Cost Per Ounce for each product should be either available on the price tag on the store shelf or can be easily calculated using the total price for the product divided by the total ounces purchased. For instance, if you go to Walmart and buy a 2 liter bottle of Coca Cola for $1.28 and a 2 liter of Sam’s Choice Cola for $.88, you would divide each of those prices by 67.6 fluid ounces (readily available on the label of the product) and multiply by 100 to make it into dollars and cents.

You will also detail differences in the primary Nutrition Facts for each product. For example:

Purchased at: Walmart

Coca Cola

Walmart’s Sam’s Choice Cola

Cost Per Ounce

1.9 cents (1.28/67.6*100)

1.3 cents (.88/67.6*100)

Serving Size

12 ounces

8 ounces

Calories

140

110

Total Fat

0g

0g

Sodium

45mg

25mg

Total Carbs

39g

29g

Sugars

39g

29g

Protein

0g

0g

Vitamins and Minerals (listed individually in the table)

~

~

Notice that the Sam’s Choice is listed at 8 ounce servings while the Coca Cola is 12 ounces. Also obviously sodas do not provide much in the way of nutrition, especially vitamins and minerals, but other foods you may choose may.

B. Blind Taste Test

You will administer a blind taste test of a sample of each product as well as a questionnaire to 20 friends and/or family members.You will administer the test using the blind procedure—meaning the test subject is not to be told the brands being tested until after the entire test and questionnaire is completed. You don’t actually have to blind fold them, it just means don’t tell them what brands they are eating. Prepare two sample servings using separate plates, cups, bowls, etc.—one for the national brand and one for the private brand. It does not have to be a full “serving size” as suggest by the Nutrition Facts, but it should be several pieces of cereal, chips, crackers, etc., or an adequate portion of a beverage so that a few sips could be taken. The subject will taste each brand more than once during the test. Label each plate/cup/bowl as either A or B. It doesn’t matter whether the national or private brand is A or B, but keep track on your own which is the national and which is the private brand. Again, don’t tell the subject which is which!

Conduct the taste test using the exact procedure and questionnaire below. Record their answers immediately during the test so that you ensure the accuracy of your response. Be sure to thoroughly familiarize yourself with the procedure and questionnaire prior to testing to ensure it is conducted accurately.

Subjects must answer all of the product attribute questions but may choose to not answer any of the demographics (but you do need to try to ask each one and allow the subject to choose not to answer each one individually). If a demographics question is not answered, mark N/A on your report for that question.

Reporting the Results

Summarize your results. This means I do not need to see every single answer you have recorded from each respondent. Tables and graphs are especially helpful for this kind of presentation. Include the demographics information as well. Remember to cite who you interviewed and the date as your sources on your works cited page. Here are some (completely fictitious) graph examples just to get you thinking. These can be inserted in Word with Excel handling the data computations.

[img src="file:///C:\Users\MARISA\AppData\Local\Temp\msohtmlclip1\01\clip_image002.png" height="198" width="323">

What did you learn from this project? Do you see any correlations? For example, did all the women prefer the national brand, did parents of young children prefer the private brand, was there a difference in age, education level, or race preferring one or the other? What did you learn about national versus private brands from this project? Did you repeatedly get a similar response (A was too salty, B didn’t have as nice a color, etc.) that would be Marketing Research that a brand might use to improve their product in the future?

Present your findings. You will prepare a short 2-3 minute presentation that summarizes your testing and results. It must be at least 2 minutes long, but can go over 3 minutes if needed, but try to keep it reasonable. You will record yourself presenting on a smartphone, webcam, whatever works for you and then upload it to YouTube and include the full URL web address in your paper. I know if you use a smartphone, you can usually send the video straight from your phone to YouTube as long as you already have a YouTube account set up. As part of the online student authentication process, you are also required to show in your video a photo ID with your name on it. Please block out any other identifying information: driver’s license number, address, weight, etc., using your finger or a piece of tape or whatever. You may leave it as Public or are free to make it Unlisted if you would like, just be sure to provide me with a working link.

C. Testing Procedure

1.  Have the subject taste the first product- A. Let it clear fully from their mouth. They may drink some water if desired.

2.  Have the subject taste the second product- B. Again, let it clear/drink water.

3.  Ask question 1 on the questionnaire.

4.  Have the subject taste A again. Clear taste/drink water.

5.  Ask questions 2, 3, and 4 on the questionnaire.

6.  Have the subject taste B again.

7.  Ask questions 5, 6, 7 on the questionnaire.

8.  Finally, ask all the remaining demographics questions on the questionnaire.

D. Questionnaire

Product Attributes

1.  Do you prefer product A or B? Why?

2.  What do you dislike about the product you just tasted (product A?)

3.  What do you like about the product you just tasted (product A?)

4.  Please evaluate the product (product A) on the following characteristics

a.  Color

b.  Taste

c.  Smell

d.  Texture

e.  Size

f.  Shape

5.  What do you dislike about the product you just tasted (product B?)

6.  What do you like about the product you just tasted (product B?)

7.  Please evaluate the product (product B) on the following characteristics

a.  Color

b.  Taste

c.  Smell

d.  Texture

e.  Size

f.  Shape

Demographics Information

8.  Are you…?

a.  Married

b.  Divorced

c.  Single

9.  How many children do you have?

a.  None

b.  1

c.  2-3

d.  4 or more

10.  What is the age of your youngest child?

a.  I do not have any children

b.  5 or under

c.  6-10

d.  11-14

e.  15-18

f.  Over 18

11.  What is your sex?

a.  Male

b.  Female

12.  What is the highest degree or level of school you have completed? If currently enrolled, mark the previous grade or highest degree received.

a.  Not completed high school

b.  High school graduate

c.  Some college

d.  Associates degree

e.  Bachelors degree

f.  Graduate degree

13.  Are you currently…?

a.  Full-time employed

b.  Part-time employed

c.  Unemployed

d.  Retired

e.  Homemaker

f.  Student

14.  Please specify your race.

a.  American Indian or Alaska Native

b.  Asian

c.  Black or African American

d.  Native Hawaiian or Other Pacific Islander

e.  White or Caucasian

f.  Other

15.  Are you of Hispanic descent?

a.  Yes

b.  No

16.  What is your age?

a.  Under 18

b.  18-21

c.  22-25

d.  26-30

e.  31-40

f.  41-50

g.  51-60

h.  61 or over


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