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Dole: Analyzing the Marketing Environment

Read the overview below and complete the activities that follow.

Information is power speaks to the importance of good information in decision making. Companies realize the right information at the right time and in the right format is essential for decision makers. Dole is constantly analyzing the environment to make sure their marketing message is on target. As the video plays, answer the questions that appear.

This activity is important because marketing managers need to be aware of changes in the external environment that may represent new opportunities or threats for the organization. In particular, marketing managers need to be able to recognize and understand shifts in consumer attitudes and preferences in order to develop new marketing strategies that are well adapted to changing conditions. Effective market research can enable marketing managers to identify and understand changing conditions and determine how effective potential marketing strategies under consideration might be.

The goal of this exercise is to demonstrate an understanding of the market research process and different sources of information relevant to marketing by considering the application of concepts related to both in the context of a company-specific example.

Marketers are usually the ones entrusted with scanning the environment for changes that might affect the organization. As a result, creating procedures that collect, analyze, and access relevant information is a critical part of marketing management. Staying connected to the business environment is no longer optional. Success is based, in part, on both the quality and quantity of information available to management. As a result, most companies engage in collecting, analyzing, and storing data from the macro environment on a continuous basis known as marketing intelligence.

Click the? button to watch the video. Then, answer the questions that follow.

Customers tend to value _____________ over nutrition.

Multiple Choice

  • simplicity

  • convenience

  • difficulty

  • expediency

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BHP Billiton is featured in the opening chapter case as a firm that engages in excellent strategic planning. BHP is an Anglo-Australian multinational mining and petroleum company headquartered in Perth, Australia. BHP also has major offices in London. BHP is arguably the world’s largest mining company and among the top ten largest companies in the world measured by market capitalization. BHP is among the world’s top producers of iron ore, coal, aluminum, copper, manganese, nickel, silver, uranium, and potash. BHP also has crude oil and natural gas holdings. BHP may soon divest its diamond assets. This exercise can give you practice evaluating a company’s strategies. Step 1 Go to BHP Billiton’s website and navigate to the Investors & Media section. Review recent news releases for BHP Billiton. Step 2 Determine what new strategies BHP is pursuing. Step 3 Evaluate BHP’s newest strategies based on concepts presented in Chapter 2. Step 4 Prepare a strategy evaluation report for BHP.

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What is the age of the target market for Raleigh bikes in the UK? One theory is that in counties where mountain bikes are more popular, the mean age of their customers is older than in counties where relatively little mountain biking is done. In an attempt to test this theory, a random sample of Cumbrian customers is taken along with a random sample of customers in Essex. The ages for these customers are given here. The customer is defined as ‘the person for whom the bike is primarily purchased’. The shape of the population distribution of bicycle customer ages is unknown. Analyse the data and discuss the implications for Raleigh manufacturing and sales.

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Lodging A travel agent wanted to know whether the price (in dollars) of Marriott, Hyatt, and Sheraton Hotels differed significantly. She knew that location of the hotel is a factor in determining price, so she blocked each hotel by location. After randomly selecting six cities and obtaining the room rate for each hotel, she obtained the following data:

(a) Normal probability plots for each treatment indicate that the requirement of normality is satisfied. Verify that the requirement of equal population variances for each treatment is satisfied.

(b) Is there sufficient evidence that the mean cost of the room is different among the three hotel chains at the  level of significance?

(c) If the null hypothesis from part (b) was rejected, use Tukey’s test to determine which pairwise means differ using a familywise error rate of .

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