In general, there are two basic sources of marketing problem…
In general, there are two basic sources of marketing problems: 1) Unplanned changes in the marketing environment 2)Planned changes in the marketing environment. Match the following examples to the right terms. Unilever Example :Unilever recently introduced a newly designed laundry detergent capsule. The capsules are packaged in a plastic-free, cardboard container and the ingredients are 65% derived from plant sources. Unilever’s competitor Procter & Gamble (P&G) feels they must respond. How P&G responds to the new product is an example of which type of marketing problem/opportunity? Marriot Example: Marriott identified the need for a hotel geared towards business travelers, researchers collected information from business travelers to identify the features that were the most desired. This process led to the creation of Courtyards by Marriott. This is an example of research used to implement what type of change? Starbucks Example: In 2018, a Starbucks employee called the police on two Black men waiting in a Philadelphia store. The incident was captured on video and widely shared, many accusing the company of racial bias. This led the company to research more on consumer sentiment and track social media’s hashtags that related to the company. How Starbucks responded is an example of which type of marketing problem/opportunity?