Egypt Air Holding Company has commissioned a world class branded marketing research agency to conduct a marketing feasibility study of its current ticketing offices across the world. Apart from that Egypt Air Holding Company has asked its marketing research agency to look into the market potential to open new ticketing offices in various proposed locations all over the globe. The purpose of this vast marketing research project that Egypt Air Holding Company boosts the efficiency and effectiveness of its marketing-based competitiveness as a member of Star Alliance with a view toward: Closing down present ticketing offices with limited economies of scale. Augmenting present ticketing offices with high demand Opening new ticketing offices with high market potential Avoid opening new ticketing offices with low market potential Required: 1- Select Two secondary data items that are necessary for this marketing research 2- Select two important sources of relevant literature review and what kind of marketing knowledge you would be looking to get from them 3- Determine three important parties you would be keen to do qualitative research with and the information you would seek from each party. 4- What are the most important two contextual considerations for problem and/or opportunity definition in this marketing research.

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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Egypt Air Holding Company has commissioned a world class branded marketing research agency to conduct a marketing feasibility study of its current ticketing offices across the world. Apart from that Egypt Air Holding Company has asked its marketing research agency to look into the market potential to open new ticketing offices in various proposed locations all over the globe. The purpose of this vast marketing research project that Egypt Air Holding Company boosts the efficiency and effectiveness of its marketing-based competitiveness as a member of Star Alliance with a view toward: Closing down present ticketing offices with limited economies of scale. Augmenting present ticketing offices with high demand Opening new ticketing offices with high market potential Avoid opening new ticketing offices with low market potential Required: 1- Select Two secondary data items that are necessary for this marketing research 2- Select two important sources of relevant literature review and what kind of marketing knowledge you would be looking to get from them 3- Determine three important parties you would be keen to do qualitative research with and the information you would seek from each party. 4- What are the most important two contextual considerations for problem and/or opportunity definition in this marketing research.

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