Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions (Kerin, Hartley, Berkowitz, & Rudelius. 2006, p. 206). Kudler will need to perform marketing research to develop the company's marketing strategy and tactics. Kudler strategic objectives are to expand services, introduce a frequent shopper program and to increase efficiency.
Kudler offers parties in the store. These parties show customers how to prepare food by renowned chefs and even Kathy Kudler, the company's owner. The purpose of the parties is to pull customers into the store and have these customers purchase the food used to prepare the dishes in the party. The company will need to research the effectiveness of the parties.
The company will offer a frequent shopper program in an effort to increase revenue. The frequent shopper program is a marketing and sales promotion tool. These programs are used to encourage repeat purchases by acknowledging the purchases made by a consumer (Kerin, et al. 2006, p.517). Retailers collect data on the purchases of each time a customer uses the card at the checkout.
Retailers are protective of their customer data and many are cautious in sharing that information with manufacturers. The data is shared for analysis and third-party analytic firms play an important role for this. Retailers do not provide the identities of...