Marketing: Kudler Fine Foods
Marketing is matching consumers' needs and wants with a company's product then maintaining the relationship between the company and the consumer (Kerin, Hartley, Burkowitz, & Rudelius, 2006, ch 1). Kudler Fine Foods (KFF) must utilize all aspects to be successful in determining who to offer these services to and what services to offer. Market research, controlling market factors, technology, and integration of KFF's organic produce are all areas that will have be considered when deciding how to get the best results.
Relative Value of Market Research
Prior to introducing a new product to a market, it is a good idea to perform market research. Market research is the gathering and analyzing of data and information to define the problems and opportunities associated with introduction of the new product (Kerin et al., 2006, ch 8). KFF already has customer surveys to help determine opportunities, but they also plan to implement a system where they can track customer purchases, and to perform studies on market size and opportunities, food marketing trends, and services benchmarking (Apollo Group, Inc., 2007, Sales & Marketing'Marketing Overview).
The two pieces of market research that KFF already has is two customers surveys performed in 2006 and 2007. These surveys are a way for KFF to collect data as part of its market research. This type of data collection is using a questionnaire with fixed alternative questions that give respondents a chance to rate areas on a semantic differential scale, or a scale that use short descriptive adjectives, instead of numbers for rating (Kerin et al, 2006, ch 8). The questionnaire by KFF asks 10 qu ...