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Carmex

In: Business and Management

Submitted By Reagant0614
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1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers?
A. An online survey of a cross section of Internet households. Advantages: The population from which the sample is drawn is representative of all internet households. So the population includes people aren’t users of lip balm and also users of competing lip balms. Disadvantages: Cost- to sample of internet households is far higher. Many households receiving the survey may not respond. Some people see this as junk mail and delete them without even opening them. Longer time to get results. It may take weeks to obtain survey data.
B. An online survey of Carmex Facebook likers. Advantages: Low Cost, Quick response time. Easy to respond by just click on the flavor that they like the most. Disadvantages: May reach out to people who don’t really use Carmex. Some customers may not even have Facebook. Which means that they may be getting people are users of Carmex opinion.

2. (a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why?
A. On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through activities like posting a comment, liking a status or by replying to one of the posts on brand page. In contrast, “likes” measures the number of new “likers” and it other words, the size of the brand’s Facebook audience.
B. For Carmex, the “engagement” is more likely to be more important because “likes” can be obtain easily through contests and promotions but these people may not actually be fans of the Carmex product. Carmex are looking for people who actually like Carmex and are willing to engage and that will help them conduct their research efficiently.…...

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