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

The Role of Marketing Research at NikeThis essay answers the following six questions concerning Nike.Q1.) Should Nike reversal from a focus on celebrities to a focus on itsproducts in its advertising? address the subroutine of marketing research in serving the Nike wariness to make this decision. What openhearted ofresearch should be undertaken?Q2.) Discuss the debaseing behavior of consumer with respect to athletic footwear.Q3.) What is the management decision problem as it attempts to retain its leadership carriage?Q4.) Discuss marketing research problem facing Nike, given the management decision problem you have identified?Q5.) Develop two commensurate research questions and formulate two hypotheses for each.Q6.) How can internet be apply to process 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 inhe lping the Nike management to make this decision. What kind ofresearch should be undertaken?Answer- Yes, it should transfigure its focus from celebrities to itsproduct as we can see that the Nike Shox was a ramble away success in U.Kand U.S. Marketing research will help Nike management to find out eheffectiveness of celebrities focused adds to product accept 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 social movement into thepurchase. For instance buying behavior of athletic footwear will bedifferent for serious sports athletics and different for otherconsumers.Athletic footwear can be categorized into 3 typesAthleisure = Casual athletic styles, canvas, suede, etc.Recreational Boots = Hunting, Fishing. Waterboot etc.Sports based = Go lf, Basketball, Soccer etc. there be essential factors that consumers take into considerationbefore buy a parvenue pair of Athleisure shoes. Stability?the shoes should have a balanced and see feel throughoutrange of motion.Flexibility?the shoes should allow for a good degree of give at thebase of the toes, providing smooth motion. simplicity?walking shoes should comprise contours and padding conformedclosely to the feet, providing a tight 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 screen of the heel, just