The Role of Marketing Research at Nike :: Business Management Studies

The Role of Marketing Research at NikeThis essay answers the following half dozen questions concerning Nike.Q1.) Should Nike toss from a focus on celebrities to a focus on its wares in its advertising? Discuss the role of marketing research in assist the Nike caution to make this decision. What kind ofresearch should be undertaken?Q2.) Discuss the buying behavior of consumer with respect to athleticfootwear.Q3.) What is the management decision problem as it attempts to nurse its leadership position?Q4.) Discuss marketing research problem facing Nike, given the management decision problem you have identified?Q5.) Develop twain suitable research questions and formulate two hypotheses for each.Q6.) How can internet be used to help Nike in conducting marketing research and in marketing its product.Q1.) Should Nike switch from a focus on celebrities to a focus on itsproducts in its advertising? Discuss the role of marketing research inhelping the Nike management to ma ke this decision. What kind ofresearch should be undertaken?Answer- Yes, it should change its focus from celebrities to itsproduct as we can see that the Nike Shox was a run away winner in U.Kand U.S. Marketing research will help Nike management to find out eheffectiveness of celebrities focused adds to product feature adds.Descriptive research should be undertaken as it gives a conclusiveresult.Q2.) Discuss the buying behavior of consumer with respect to athleticfootwear.Answer -People buy things for obvious and hidden reasons. The importance ofthe product determines the amount of thought and effort into thepurchase. For instance buying behavior of athletic footwear will bedifferent for serious sports athletics and different for former(a)consumers.Athletic footwear can be categorized into 3 typesAthleisure = Casual athletic styles, canvas, suede, etc.Recreational Boots = Hunting, Fishing. Waterboot etc.Sports based = Golf, Basketball, Soccer etc. in that respect are necessary factors that consumers take into considerationbefore purchasing a new pair of Athleisure shoes. Stability?the shoes should have a balanced and mend feel throughoutrange of motion.Flexibility?the shoes should allow for a good degree of give at thebase of the toes, providing smooth motion.Comfort? manner of walking shoes should comprise contours and padding conformedclosely to the feet, providing a snug fit at the heel and midfoot,with ample room in the forefoot.There are essential factors that Athletics take into considerationbefore purchasing a new pair of Sports based shoes. Heelcounter?the area of the shoe that holds the back of the heel, just