1. Welcome to MKTG 544: Marketing Research and Strategy Fall 2006 “The Virtues and Vices of Marketing” John A. Hengeveld

2. MKTG 544: John Hengeveld Jill Leithner Fall 2007 Plan for Today Superbowl Ads Wrapping up Harrah’s Starbucks –Your research –The case

3. MKTG 544: John Hengeveld Jill Leithner Fall 2007 What methodology problems did you find in conducting the research? Survey Design Sample selection Relevance of research to business problem Others?

4. MKTG 544: John Hengeveld Jill Leithner Fall 2007 Next week Starbucks Case Questions What made Starbucks successful at the beginning? Describe the Starbucks formula. Starbuck’s positioning. Challenges of Growth/Change in Positioning? What is Starbucks problem? What data do you need to analyze it? What proposals do you have to move forward?

5. MKTG 544: John Hengeveld Jill Leithner Fall 2007 Next week: Week 4: Of or and About Brands :: K/K Ch8-11 (Wk 4) –HBSP: R00104 : The Brand Report Card (wk 4) –HBSP: R00208 : How to Fight a Price War (wk 4)\ –HBSP: R0209G: Pricing and the Psychology of Consumption (wk 4)