What is the key marketing issue facing the consumer product/service company? (1’)
What are the specific consumer issues relevant to the formulated problem(s)? (1’)
What are the main objectives and essential components of your primary data collection? (0.5’)
How will you function as a team? Who will be responsible for what? (0.5’)
Problem Formulation/Identification:
Using sources such as Fortune, Business Week, Wall Street Journal, etc. or your own experiences, identify a current marketing issue related to a consumer product/service.
The NOT-TO-DO List
X Political/technological/social issues
X Management/operation/finance topics
X Old problems that have been written into textbooks/cases
X Industries that have been declining and are likely to continue to decline
