MKTG 3600 Chapter 7 Activity UVU

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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


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