Marketing Case Studies
Text: Marketing Managment
Chapter 4: Conducting Marketing Research
Topic: Market Research; Measuring Market Productivity; Return on Investment
Learning Objectives: 1. What constitutes good marketing research? 2. What are the best metrics for measuring marketing productivity? 3. How can marketers assess their return on investment of marketing expenditures?
Video Title: Dunkin’ Donuts
Link: http://windowsmedia.pearsoncmg.com/ph/bp/bp_video_library/dunkin.wvx
Synopsis
This video describes a historical overview that illustrates the growth and success at Dunkin’ Donuts. The company conducts extensive research to evaluate the freshness and quality of the products. It offers competitive products to meet consumer demands.
Discussion Questions 1. Explain how and why Dunkin’ Donuts conducts marketing research. Be specific.
2. Explain how Dunkin’ Donuts discovers if the extensive market research is effective.
3. Dunkin Donuts implements extensive research to develop consumer products. Explain how Dunkin’ Donuts expands product offerings to meet the demands of the consumer. Be specific.
Quiz 1. What are two complimentary approaches that can be used to measure the marketing productivity at Dunkin’ Donuts? a. Marketing metrics to assess marketing affects b. Marketing-mix modeling to estimate casual relationships and how marketing activity affects outcome c. Marketing meetings to evaluate ideas to market new products d. Market estimation of demand
2. Why does Dunkin’ Donuts use product development labs? e. To train the competitors to duplicate products f. To enable employees to manipulate the products g. Taste and evaluate coffee in the entire value chain h. They do not have product development labs
3. Why is it important to test products at Dunkin’ Donuts? i. To offer free samples to the consumer j. To determine what is acceptable to the consumer
Chapter 4: Conducting Marketing Research
Topic: Market Research; Measuring Market Productivity; Return on Investment
Learning Objectives: 1. What constitutes good marketing research? 2. What are the best metrics for measuring marketing productivity? 3. How can marketers assess their return on investment of marketing expenditures?
Video Title: Dunkin’ Donuts
Link: http://windowsmedia.pearsoncmg.com/ph/bp/bp_video_library/dunkin.wvx
Synopsis
This video describes a historical overview that illustrates the growth and success at Dunkin’ Donuts. The company conducts extensive research to evaluate the freshness and quality of the products. It offers competitive products to meet consumer demands.
Discussion Questions 1. Explain how and why Dunkin’ Donuts conducts marketing research. Be specific.
2. Explain how Dunkin’ Donuts discovers if the extensive market research is effective.
3. Dunkin Donuts implements extensive research to develop consumer products. Explain how Dunkin’ Donuts expands product offerings to meet the demands of the consumer. Be specific.
Quiz 1. What are two complimentary approaches that can be used to measure the marketing productivity at Dunkin’ Donuts? a. Marketing metrics to assess marketing affects b. Marketing-mix modeling to estimate casual relationships and how marketing activity affects outcome c. Marketing meetings to evaluate ideas to market new products d. Market estimation of demand
2. Why does Dunkin’ Donuts use product development labs? e. To train the competitors to duplicate products f. To enable employees to manipulate the products g. Taste and evaluate coffee in the entire value chain h. They do not have product development labs
3. Why is it important to test products at Dunkin’ Donuts? i. To offer free samples to the consumer j. To determine what is acceptable to the consumer