Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 18

Decisions about which market opportunities to pursue, what customer needs to satisfy, and how to reach potential customers are not made in a vacuum. The information provided by marketing research activities is essential in developing both the strategic plan and the specific marketing mix. Focus on the following issues as you relate the concepts in this chapter to the development of your marketing plan.
Determine whether or not this information can be obtained from secondary sources. Visit the websites provided in Table 4.3 as possible resources for the secondary data.