MKTG 1010 Week 7 Marketing Concept Application

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Macomb Community College *

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1010

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Marketing

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Jun 8, 2024

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docx

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Uploaded by MateGazelleMaster1125

Week 7 Marketing Concept Application Hailey D’Angelo 12-7-2023 Option #1 – Searching for Research 1. Based on the model provided in the text, the M&M’s company is still on the first step of the Marketing Research Process in this scenario. So far, no further action has been taken to include the new raspberry-chocolate flavor into their product line. It is still in the idea- stage and its potential success rates are yet to be determined. 2. Primary and Secondary data  A benefit to collecting primary data would be the number of firsthand experiences. Potential consumers can provide direct feedback about their thoughts on the flavor, how they typically enjoy it, and from whom they tend to consume it from. This gives M&M’s an idea of how to balance the combined tastes in their product in order to satisfy the preferences of customers.  Secondary data is great for giving employees an idea of how consumers react to products similar to what’s being introduced. M&M’s can look at sales data of other companies that already sell a raspberry-chocolate flavor, as well as how it’s being served, like at food service establishments such as bakeries or cafes. 3. Primary data can be obtained through a taste test-style survey. The M&M’s company can produce at least three different variations of the chocolate-raspberry flavor as the candy filling: creamy, syrup, and berry for example. Random consumers would be allowed to try each style and would then rank the variations from most to least favorite with reasoning. Not only does this produce genuine reactions from consumers, it also helps them to feel involved in the decision process. 4. Survey research questions  Structured On a scale of 1-5 (1 being highly unlikely and 5 being highly likely), how likely are you to make chocolate-raspberry your primary flavor of choice? 1 2 3 4 5 On a scale of 1-5 (1 being highly unlikely and 5 being highly likely), how likely are you to recommend this product to friends? 1 2 3 4 5  Unstructured How do you prefer to consume chocolate-flavored desserts? When was the last time you purchased candy for yourself or someone else?

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MKTG 1010 Week 7 Marketing Concept Application

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