Market Research Concepts

Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian cities and regions. Using both Statistics Canada data  and any other data you can find on the Internet, develop a report on a Canadian city of your choice that answers these questions:

1. What is the total population of the city?

2. Using means (averages), frequencies (number of people), and percentages provided by Statistics Canada describe:

◦                   The population in terms of age, income, education, ethnic background, marital status, occupation, and housing

◦                   The demographic characteristics of the entire Canadian population

◦                   The most significant thing you learned from this exercise

  1. 3.

4. Review all of the information provided on the Statistics Canada website. For marketers seeking to develop market segment profiles or marketing strategy, what are four advantages and four disadvantages of using this data, from a marketing perspective?

2.2: Organizational Buying Behaviour (20 marks)

Read the case study “Venture 4th” on pages 232–233 of the textbook and answer the following three questions:

1. How does the Venture 4th purchase process compare with the model illustrated in Figure 6.6 in the text (page 218)? (6 marks)

2. How does it compare to consumer decision models discussed in Chapter 5 (summarized in Figure 5.1 on page 168 and Figure 5.4 on page 175)? With respect to Figure 5.4, what type of decision is Venture 4th’s decision? (4 marks)

3. Assuming that this process is typical, what are five implications for sales and marketing organizations, i.e., what should marketing organizations do to increase their chance of success in selling to a company like Venture 4th? (10 marks)

2.3: The Klondike Bottling Company—SWOT Analysis, Segmentation, Positioning (50 marks)


This part of the assignment will be assessed using the following criteria:

  • Strategic insight of the SWOT analysis
  • Level of detail in the target market segment profiles
  • Depth of rationale and use of marketing terms and concepts to support conclusions or recommendations

Read the case study by following this link to the case study “Klondike Bottling Company,” then complete the following tasks.

1. Conduct a SWOT analysis of the strategic context facing this organization. This can be done in point form. Be sure to identify the marketing strategy implications of your observations (how they might influence your marketing decisions). (13 marks)

2. Identify what you consider to be the five most important observations by boldfacing these observations in your SWOT analysis. Explain why you think these five are the most important. (5 marks)

3. Develop a segmentation approach for this market and provide rationale (from a marketing perspective) for why this approach is a good one. (5 marks)

4. Then develop detailed profiles (see Figure 3.5, page 79 of the text) of three of these target market segments using your own experience, secondary research, and exploratory research methods (interviews with customers and/or direct observation), ensuring that you apply consumer or organizational buying behaviour concepts and terms in the profile development. (12 marks)

5. Make and justify (from a marketing perspective) a recommendation for the selection of a primary market segment that you think this organization should target. See Chapter 3, and in particular page 95 for criteria. (5 marks)

6. Develop a positioning strategy for the Klondike Bottling Company for your chosen target market segment. In doing so, make a recommendation for how you think this company should compete in this market (strategic thrust). (4 marks)

7. Describe what allows this organization to defend this positioning (i.e., sources of advantages over competitors) or what competencies (marketing or other) would need to be developed. (4 marks)

8. Draw a positioning (perceptual) map to illustrate your thinking. See pages 102–103 in the textbook for an example. (2 marks)

2.4 Customer Relationship Management (10 marks)

This part of the assignment will be assessed using the following criteria:

  • Level of detail in the explanation of CRM
  • Use of marketing terms and concepts to support the process

Review the information about Customer Relationship Management in your textbook on pages 223–228 and answer the following questions. (10 marks)

1. What is CRM and why is it important? (5 marks)

Describe the steps used in implementing a CRM System. (5 marks)

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