Marketing Assignment
Running head: MARKETING ASSIGNMENT
Marketing Assignment
Kyle Stilwell
University of Phoenix
Dr. Chen
Introduction
In 2007 Kudler Fine Foods a growing gourmet specialty food store chain of three stores "plans to increase customer loyalty by offering added high margin services, leveraging the firm's better understanding of customer purchase patterns, and providing more efficient operations. New customers will be acquired through social network marketing and word of mouth." (University of Phoenix, 2007) This paper will first discuss the value of the market research available to Kudler Fine Foods, the proposed market mix the 4 P's (product, price, place and promote) that should be used to launch the new catering service, the technology to support the new processes and finally the role that organic produce will play in the new catering service.
Relative Value of Market Research
To understand the value of market research one must first understand the goal of marketing research as described by Callingham, Baker (2002):
Since time immemorial mankind has wished to predict the future, and today is no
exception. One of the prime reasons for conducting market research is to try to foretell
the outcome of upcoming events, whether it be an election, a brand launch or a new
service. (p300)
Kudler Fine Foods is launching a marketing campaign based on new initiatives, communication and market research. The market research effort will concentrate on market size / opportunity studies, food marketing trends studies and services benchmarking study. Kathy Kudler's background in marketing makes her the logical choice to drive the marketing efforts for Kudler Fine Foods. Kathy will work with a marketing team to define "the marketing problem, designing the questions, selecting the sample, collecting and analyzing the data, and, finally, reporting the results of the...
View Full Essay