Critical Issues in Marketing | Yuan Xu6/6/2015 |
A1. Critically evaluate the following statement by a marketing manager: “I trust my instincts more than the results of marketing research”. 2
A2. Companies undertake cause-related marketing not least because it can generate sales. Critically evaluate this statement. 5
A3. Study in a university is like buying a product or service from a company because students are customers. To what extent do you agree or disagree with this statement? Why? 8
A4. Is it ethical to download and share commercial software without paying for it? 11
A1. Critically evaluate the following statement by a marketing manager: “I trust my instincts more than the results of marketing research”.
I disagree with the statement since I believe marketing research is more convincing than the marketing instinct in marketing decision-making. People could not make decisions based on imagination, especially under the big data environment.
Marketing research is a key element in the whole field of marketing information. Marketing research provides companies with information to aid marketing decision making; it involves the collection of information using a wide range of sources and techniques; meanwhile, it involved analysis of information; lastly, it involves the communication and dissemination of information (Wilson, 2011). In a nutshell, it is about the collection, analysis and communication of information undertaken to assist decision making in marketing. The fact is more important than instinct since it is based on scientific research.
Marketing research is an essential element of general justification of marketing in the company (Ellis et al, 2012). There is a popular assumption among producers and buyers that the scientific and quantitative research becomes the dominant technique for approaching commercial marketing project. For some organizations, managers view marketing research crucial for decision making...