Answered: A) Provide an analysis of available…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:For a critical marketing situation of your choice Choose one of the following companies that are working in Egypt Vodafone, Etisalat, Orange, Pizza-hut, Starbucks, Costa, Pepsi, Cola, KFC...etc. where a crucial marketing decision needs to be made and its evident that an exploratory marketing research must be devised to generate the information required for making this decision effectively such that the main marketing phenomena / opportunity triggered by this situation is initially defined and subsequently solved. Required:- A) Provide an analysis of available secondary data to gain an insider perspective (profile, this profile should have the following information (Market share. Competitor. Services/products. Customers........ Depending on at least Four secondary data items based on the common sources of secondary data that you have learned through the course. B) Based on your secondary data design an in-depth interview guide (open questions) of 7: 10 questions with the concerned problem / opportunity party (ies) to gain an indepth understanding of the marketing phenomena under research (e.g. Satisfaction, Loyalty, Brand Image.....etc.). C) Based on analysis of secondary data and qualitative research, propose your own statement of the marketing research problem / opportunity that can effectively serve as a guide for subsequent of marketing research steps. Thank you in advance and don't hesitate to contact me in any time.

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