Saint MBA565 midterm

Saint MBA565 midterm

Question Question 1 (33.3%)
Jobe Smith has decided to build his manufacturing business (lawn mowers in the U.S.)
around the production concept. If this approach is taken, what will be Mr. Smith’s
primary areas of concentration as he builds his business? What issues might Mr. Smith
face in deciding to go with this concept as he builds his business?
Question 2 (33.3%)
A pharmaceutical manufacture followed sales representatives in the field to observe some
150 interactions between sales reps and physicians and support staff. The watched sales
reps approach the doctors, how they got around their gatekeepers, how they delivered
their brands’ messages, and so forth. These observations led to improvements in training
new reps.
In what category of research would this study fall? Provide advantages and
disadvantages of this category of research. What would be the next step in the marketing
research process?
Question 3 (33.3%)
A large international rental car company decided to develop a customer retention
program. The program’s goal is to motivate its heavy users to continue being loyal to the
company by offering them appropriate incentives. Create a marketing research plan to
help the company design the retention program. Specifically, you need to identify:
a. Why this program is important
b. The type of information the company needs to design the retention program.
c. Where to get this information.