Problem Definition
A. Management Question and Dilemma
The goal of the Seahawk Book and Supply is to increase customer base in the store. They are looking to expand their target market, but are unsure of which direction to go. They are also in search of new marketing strategies to further the promotion of their store. Given that our client is not as well known as the UNCW on campus bookstore and their resources and advertising are limited for research, our client’s management question is:
What can the Seahawk Book and Supply do to increase customer sales in their store?
Marketing Research Problem
After researching our client we have determined that they have a lack of customer base. We hope that by effectively sampling the population we can improve the Seahawk Book and Supply customers through improved advertising, promotions and image. This problem exists because much of the population is unaware of the existence of our client. Our team hopes to discover ways that Seahawk Book and Supply can raise awareness.
Marketing Research Objectives
As such, our marketing research objectives are as follows:
• To find what new or modified sales merchandise students would most likely purchase
• Effective advertising that UNCW students would respond to
• See how much of the target market has been exposed to Seahawk Book & Supply
• See what influences student buying decisions
• Reasons that would persuade students to purchase books from Seahawk Book and Supply
• To see if the attractiveness and atmosphere influence student’s decision
Management Decision Problem
• In what ways should we market to incoming freshmen?
• What persuades students to buy from UNCW bookstore and what ways would turn it around?
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