Welcome to MKTG 544:Welcome to MKTG 544:Marketing Research and StrategyMarketing Research and Strategy

Fall 2006Fall 2006

“The Virtues and Vices of Marketing”John A. Hengeveld

MKTG 544: John Hengeveld Jill Leithner Fall 2007

Plan for TodayPlan for Today

• Superbowl Ads• Wrapping up Harrah’s• Starbucks

– Your research– The case

MKTG 544: John Hengeveld Jill Leithner Fall 2007

What methodology problems did you find in What methodology problems did you find in conducting the research?conducting the research?

• Survey Design• Sample selection• Relevance of research to business

problem• Others?

MKTG 544: John Hengeveld Jill Leithner Fall 2007

Next week Starbucks Case QuestionsNext week Starbucks Case Questions

• What made Starbucks successful at the beginning? Describe the Starbucks formula.

• Starbuck’s positioning.• Challenges of Growth/Change in Positioning?• What is Starbucks problem?• What data do you need to analyze it?• What proposals do you have to move forward?

MKTG 544: John Hengeveld Jill Leithner Fall 2007

Next week:Next week:

• Week 4: Of or and About Brands :: K/K Ch8-11 (Wk 4)– HBSP: R00104 : The Brand Report Card (wk 4)– HBSP: R00208 : How to Fight a Price War (wk 4)\– HBSP: R0209G: Pricing and the Psychology of

Consumption (wk 4)