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Marketing at Kudler Fine Foods
Richard A Forbes
University of Phoenix
MBA/502 ? Managing the Business Enterprise
Courtney M. Williams, MSM
November 5, 2006
Introduction
Marketing is not an option. It is a necessity (Forsyth, 2004). The definition of marketing as stated by the American Marketing Association and further described in the text by Kerin et al. is an organizational function and a set of processes for producing, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Kerin et al., pg 8, 2005). Kudler Fine Foods has decided to explore new services which they might offer to their customers. This paper will first assess the comparative value of the market research Kudler currently possesses. Next the paper will explain the components of the marketing mix for Kudler's new catering service. The paper will then explain how Kudler should determine the products it wants to offer. An explanation of how Kudler should determine what its pricing should be relative to other catering companies will follow. Lastly the paper will explore, in terms of a catering service, what the term place means.
Market Research
Market research is very similar to the nine-step problem solving model. Market research in most cases will always lead to some type of change. Change in any organization is one of the most difficult things to accomplish (McNamara, C., 2004). Market research helps to study the marketing changes an organization needs to accomplish. According to Kerin et al. marketing research is a process of defining a marketing problem and opportunity then systematically collecting an ...