Should Nike switch from a focus on celebrities to a focus on its products in its advertising? Discuss the role of marketing research in helping Nike management make this decision. What kind of research should be undertaken? : Q1. Should Nike switch from a focus on celebrities to a focus on its products in its advertising? Discuss the role of marketing research in helping Nike management make this decision. What kind of research should be undertaken? Slide 5: MR can help NIKE understand The composition of the market and determine the best way to segment the market. Decision making process of the consumers.
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To what extent are consumers affected by the brand image and how important are celebrities in fostering the image. To what extent are consumers influenced by product characteristics. Who are the consumers that that are concerned about product characteristics. Exploratory research can be done to gain a basic understanding of such issues followed by descriptive research in form of a single-sectional survey. Q2. How would you describe the buying behavior of consumers with respect to athletic footwear ? : Q2. How would you describe the buying behavior of consumers with respect to athletic footwear ?
There appear to be 2 segments One concerned with the image of the brand of shoes Other that focus on product characteristics. Image segment is more influenced by celebrity endorsement . Other segment considers product characteristics. Q3. What is the management decision problem facing Nike as it attempts to retain its leadership position? : Q3. What is the management decision problem facing Nike as it attempts to retain its leadership position? What Nike should do to retain its Leadership position in the US athletic footwear market? Q4. Define the marketing research problem facing
