Case Title: Carmex
1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households. The advantages of online surveys are that the cost is relatively minimal and the turnaround time from data collection to report presentation is much quicker than the traditional methods. However, online surveys have serious drawbacks: Some consumers may view email surveys as “junk” or “spam” and may either choose not to receive them (if they have a “spam blocker”) or purposely delete them, unopened. 2.(a) On a Facebook brand page, what are the “engagement” and “likes” really measuring? On a Facebook page, the “engagements” and “likes” measure the size of the brand’s consumers and audience and how active its audience with the actual page and/or product being advertised. (b) For Camex, which is more and why?
Carmex drives “engagement” with their consumers as an opportunity to their Facebook community. The benefits of this strategy is to narrow the number of flavors to be researched from three to two and then to enhance the connections with the Facebook community. Narrowing the flavor choices reduces the cost of the marketing research substantially. By this, Carmex can both reduce expected costs while simultaneously linking better to consumers on its Facebook page. 3.(a) What evokes consumers’ “engagement “on a brand page on Facebook? Consumers “engagement on a brand page like Facebook is evoked by consumers having the ability to engage with a brand they like and have their opinions count and are heard.
(b) What attracts consumers to “like” a brand page on Facebook? Consumers are attracted to “like” a Facebook page because consumers can comment or share their opinions about different products. Companies can also enter contests set up by the company of the Facebook pages.
4. (a) What are the...