MKTG 3600 Chapter 7 Activity UVU
Boys played with the new prototype longer than any toy ever tested.
Collect relevant information
Researchers watch children playing with "Everyday Heroes" in Fisher-Price's "Play Lab."
Collect relevant information
While children are playing with the new toys, Fisher-Price collected feedback on possible marketing tactics from mothers.
Collect relevant information
Fisher-Price wants to determine if kids will play with the toy more if it does not fall over.
Define the problem
The market research team analyzes and interprets play observations and focus group interviews.
Develop findings
The marketing team for the "Heroes" product presents results to management.
Develop findings
Fisher-Price decides that watching children (observation) would be the best approach to collect data.
Develop the research plan
Fisher-Price must specify the limits on time and money available for research.
Develop the research plan
Based on focus group feedback, Fisher-Price offers an on-package discount to reduce price to consumers.
Take marketing actions
Because moms are skeptical about the "Everyday Heroes" name, Fisher-Price changes the product's name to "Rescue Heroes."
Take marketing actions
Fisher-Price evaluates the results of its marketing changes by monitoring sales in the test markets.
Take marketing actions
Fisher-Price launches the "Rescue Heroes" product in test markets.
Take marketing actions
