Martin Limited was a company carrying on business in cosmetics and perfumes. It was not following the marketing concept and was catering to a target market which was using its products. In other words, it only concentrated on what it would make, and did not bother about changes in preferences of its target market. It was later joined by Mr. John, a marketing graduste who advised the company regarding the changing consumer preferences, and the changes that were necessary to be incorporsted in the product. He emphasized upon the income factors, and social factors only. He modernized the products to a great extent, and invested about one million dollars on new packing, etc. Even after six months of these changes brought about by him, the company did not seem to have a proportionate increase in sales. The assistant mansger and the product manager were not very happy with the changes and thought that although an effort has been made in the right direction, some important factors concerning consumer behavior had been neglected. Questions: 1. Write the summary of the case ? Answer: (Write the answer here) (There is no word limit) 2. Find ou the main problem which company is facing ? Answer: (Write the answer here) (There is no word limit)
Martin Limited was a company carrying on business in cosmetics and perfumes. It was not following the marketing concept and was catering to a target market which was using its products. In other words, it only concentrated on what it would make, and did not bother about changes in preferences of its target market. It was later joined by Mr. John, a marketing graduste who advised the company regarding the changing consumer preferences, and the changes that were necessary to be incorporsted in the product. He emphasized upon the income factors, and social factors only. He modernized the products to a great extent, and invested about one million dollars on new packing, etc. Even after six months of these changes brought about by him, the company did not seem to have a proportionate increase in sales. The assistant mansger and the product manager were not very happy with the changes and thought that although an effort has been made in the right direction, some important factors concerning consumer behavior had been neglected. Questions: 1. Write the summary of the case ? Answer: (Write the answer here) (There is no word limit) 2. Find ou the main problem which company is facing ? Answer: (Write the answer here) (There is no word limit)
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:Martin Limited was a company carrying on business in cosmetics and
perfumes. It was not following the marketing concept and was catering to a
target market which was using its products. In other words, it only
concentrated on what it would make, and did not bother about changes in
preferences of its target market.
It was later joined by Mr. John, a marketing graduste who advised the
company regarding the changing consumer preferences, and the changes
that were necessary to be incorporated in the product. He emphasized upon
the income factors, and social factors only. He modernized the products to a
great extent, and invested about one million dollars on new packing, etc.
Even sfter six months of these changes brought about by him, the company
did not seem to hsve a proportionate increase in sales.
The sssistant manager and the product manager were not very happy with
the changes and thought that although an effort has been made in the right
direction, some important factors concerning consumer behavior had been
neglected.
Questions:
1. Write the summary of the case ?
Answer (Write the answer here) (There is no word limit)
2. Find ou the main problem which company is facing ?
Answer: (Write the answer here) (There is no word limit)
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