Reference no: EM132673119

Question 1

i) In order to get closer to their customers, and understand their needs and wants better, marketers often employ qualitative marketing research techniques. Critically debate some of the more common qualitative research methods used by marketers and how they work in practice.

ii) With reference to examples, please discuss how an organisation might select and use both qualitative and quantitative marketing research methods for better understanding its customers. Discuss the important issues surrounding validity and reliability of the various marketing research techniques.

Question 2

i) The basic belief that it is not possible to serve the entire market effectively, marketers often segment markets. Critically discuss some of the more common market segmentation approaches by employed by marketers. Discuss the defined link between market segmentation, targeting and positioning.

ii) By referring to a company you are familiar with in the Middle East (or elsewhere), please demonstrate, in a logical fashion, how it segments the market and positions its product/service.

Question 3

i) Provide critical discussion around the important marketing concepts of brand equity and brand personality. Discuss how marketers measure these concepts.

ii) By considering a company you are familiar with in the Middle East as an example, explain how it has used these concepts to build powerful brand(s)?