1. As an account executive with a marketing research firm, you are responsible for deciding on the type of research to be used in various studies conducted for your clients. For each of the following client questions, list your choices of research approaches and explain why.
a. Will television or magazine advertising be more effective for a local bank to use in its marketing communication plan?
Television ad would be more effective. Reason behind that is it is quicker to get the word out. Yes the magazine is great but a lot of people today aren’t reading magazines. They are too busy watching TV. If you see the ad on TV you are more likely to go into the bank then reading about it in a magazine. I would stick to the TV just because it gives the watcher more incentive on going to the place you want them to go to.
b. Could a new package design for dry cereal do a better job of satisfying the needs of customers and, thus, increase sales.
Packaging is of great importance to both sellers and buyers of products. It can prevent spoiling, breakage, tampering, or theft; enhance convenience in use or storage; and make products easier to identify. A significant improvement in packaging can even create a new product by expanding the ways in which it can be used, and thus its potential markets. For example, a soup that is packaged in a microwavable bowl might suddenly increase its sales to working people.
c. Are consumers more likely to buy brands that are labeled as environmentally friendly?
Increasingly, consumers are becoming more knowledgeable about the environment and reflecting this knowledge in their decisions to buy green products.
d. How do female consumers determine if a particular perfume is rig Green consumption is the purchasing and non-purchasing decisions made by consumers, based at least partly one environmental. Green consumerism often is viewed