Carmex Case Study

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Q1.What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers? (a) Advantages of an online survey of a cross-section of Internet households:- * Encourages the new customers to give it a try as internet households are interested in online coupons, products ads etc. * Can reach to wide range of people * Gives the result faster * More flexible Disadvantages:- * Many internet households in the sample may not be reached. They may have “spam blocker” that can prevent the survey from being viewed. * The recipient may not open or choose not to respond * Survey answers may be inattentive, just to get the promo or offers (b)Advantages of an online survey of Carmex Facebook likers:- * Cost effective * Sample population of actual Carmex product users * Respondent can just click on the flavor to register their preference * More accurate result. Disadvantages:- * The sample misses the nonusers of Carmex lip balm * Carmex lip balm users who are not Carmex Facebook Likers are not sampled 2(a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why? a) On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through activities like posting a comment, liking a status or by replying to one of the post on brand page. In contrast “likes” measures the number of likers or the size of the audience on Facebook. b) For Carmex, “engagement” is more likely to be important because “likes” can be obtain easily through contests and promotions but these people may not exactly be the fans of the Carmex product. Carmex

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