Week 3 discussion
DQ1 Understanding Consumers Using Research
Companies want to make the best marketing decisions possible
regarding which customers to pursue, which products or services to introduce or
promote, where to sell their products or services, and at what price. Although
not perfect, the use of market research reduces some risk. Suppose you want to
open a bow tie shop in Washington, D.C. What information would you want to know
before funding such a project? How would you find that information?
DQ2 STP: Segmentation, Targeting, and Positioning
Occasionally, a student will suggest that his or her product
or service is universally needed, such as providing a haircut. Therefore, they
plan to target everyone. Why is this not a good idea? What criteria should be
used to determine which market segment(s) to target?
