Marketing Assignment Essay

1749 WordsApr 22, 20097 Pages
Marketing Assignment Assessment of the Marketing Process University of Phoenix MMPBL 502 Marketing Assignment Assessment of the Marketing Process Kudler Fine Foods is an upscale food shop located in the San Diego metropolitan area. The company has enjoyed rapid growth, now the founder Kathy Kudler is interested in expanding the current service. Kathy Kudler would like to expand operations by offering a new catering service. This paper will identify examples of the kinds of opportunities the company has in its marketing mix for the new catering service. Specifically, this paper will assess the relative value of the three pieces of market research. It will also explain the components of the marketing mix and explain how to determine the products and prices to offer. In addition, it will also explain what the term place means, explain how to promote the new catering service, and describe how the company’s target market affects the use of technology. Finally, this paper will explain how the decision to start a new catering service will affect its decision to use local organic growers. Marketing Research “Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions” (Kerin, Hartley, Berkowitz, Rudelius, 2005, p. 205). The three pieces of market research are what the product is, some of the difficulties in conducting it, and the five step-marketing executives can use in conducting marketing research. The value of market research is vital to any company. Market research should be done before Kudler Fine Foods launch the new catering service because this will help the company define any risks or issues associated with the catering service. In addition, the marketing research that is done will inform Kudler how to introduce the service to customers both new and

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