MKT 100 Lecture Notes - Lecture 4: Tim Hortons, Corporate Social Responsibility, Ikea

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Hamed Mehrabi

Document Summary

The attention of multi-tasking consumers is divided: venue and jake have been married for 3 years. Venus is 30 years old and jake is 28. They use the internet at work for personal reasons and expect a healthy option at fast-food restaurants. Chapter 7 & 18: market research and ethics. Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data. Mining internal data has helped the company: identify its highest value customers (targeting: redesign store layout (place, determine product assortment (product, offer price promotions (price) and other forms of direct communication (promotion) Define research problem and objectives design the research plan collect data . Analyze and develop insights present action plan. Step 1: define the problem and objectives: problem, the consequences of incorrect problem definition, objectives. Determine specific information needs: target customer characteristics, patterns of product use, demand factors, response to marketing channels, customer reactions to new product, projected sales, etc.