Concept explainers
a)
Case summary:
Company CL produces lip balms and skin care products. The family owned business maintains a good relation with its consumers since its foundation. This case mainly focuses on
The strategies to be considered are created as a poll on Social media F wall, a contest on Social media F, and both contest and poll together. The case mainly concentrates on metrics and the effect of using alternative strategies.
Characters in the case:
Company CL
Social media F
Introduction:
The process of defining the marketing issue and opportunity, systematically analyzing and collecting the facts, suggesting actions to decrease the risk, and thereby improving the decisions in the market is known as the marketing research.
To determine: The real measures of “likes” and “engagement”.
b)
Case summary:
Company CL produces lip balms and skin care products. The family owned business maintains a good relation with its consumers since its foundation. This case mainly focuses on marketing research using Social media F to decide the new possible quantitative test to add. The main metrics used for taking the decision are “engagement” and “like”.
The strategies to be considered are created a poll on Social media F wall, a contest on Social media F, and both contest and poll together. The case mainly concentrates on metrics and the effect of using alternative strategies.
Characters in the case:
Company CL
Social media F
Introduction:
The process of defining the marketing issue and opportunity, systematically analyzing and collecting the facts, suggesting actions to decrease the risk, and thereby improving the decisions in the market is known as the marketing research.
To determine: Whether Like or Engagement is more important and the reason behind that.
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Chapter 8 Solutions
MARKETING >CUSTOM< (PB)
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