Group members:

Noraiz Ahmad (L1F19BBAM0268)

Atif Rehman (L1F19BBAM0292)
Umehabiba (L1S20BBAM0270)
M.Husnain Ali (L1F19BBAM0526)
Section: F
Assignment # 2
Q1. Read the company case study in your textbook page 152 "Campbell Soup Company:
Watching What You Eat". Write the main points of the case study and answer the
questions given at the end of the case study.
1. marketing information system?
Weakness:
 For one - their social media presence for a large corporation is really lacking. A company as well-
known as Campbell should be current in social media, they have not posted to in over a month.
 They rely too heavily on the fact that they are the oldest name in the soup business and I feel like
they are a little lazy when it comes to their marketing with other competitors on their heels.
Strength:
The Campbell Soup Company makes and markets much more than just soup these days. Over the years,
the company has added or created such brands as Pepperidge Farms, Swanson, Pace, Prego, V8, Bolt
house Farms, and Plum Organics. Today, Campbell’s house of packaged food brands includes something
for just about everyone.
2. What objectives does Campbell have for the marketing research efforts described in this
case?
 A core element of that plan was to maintain a laser-like focus on consumers. “The consumer is
our boss”.
 Biometric data was combined with interviews and videos that captured each shopper’s
experiences.
 No emotional response.
 Campbell’s began evaluating specific aspects of its displays, labels, and packaging. Labels now
fall into different categories, each with distinguishing visual cues.
 3. Compare the effectiveness of Campbell’s biometric research with its deep dive research.

Biometric Research:

They outfitted shoppers with special vests that measured skin-moisture levels, heart rates, depth and pace
of breathing, and postures. Sensors tracked eye movements and pupil width.

Deep dive research:

Campbell’s researchers and marketers dive in and spend time with consumers on their own turf. “We’re
in their homes”. Researchers can unlock deep consumer insights of which customers themselves are often
not aware.

4. Describe how traditional marketing research could be integrated with Campbell’s research
efforts from this case.

Campbell combines multiple research methods, such as;

Neuroscience and deep dive research, the company still employs traditional methods of surveys and
interviews.

The triangulation of data across methods allows for greater accuracy as well as the ability to cover larger
consumer samples.

Main Points of the Case:

 Reading consumers’ minds.

 Use of various traditional marketing methods.
 The high-tech research produced some startling insights.
 To capture clear and contemporary customer insights.
 Employing deep dive marketing research methods.
 The main goal is to enhance the customer’s food experience.

Q2. What is big data, and what opportunities and challenges does it provide for marketers?
Big data:
The term big data refers to the huge and complex data sets generated by today’s sophisticated information
generation, collection, storage, and analysis technologies.
Challenges:
Challenges in Big Data analysis include data inconsistency and incompleteness, scalability, timeliness,
and security before data analysis, data must be constructed. However, considering the variability of
datasets in Big Data, the efficient representation, access, and analysis of unstructured or semi structured
data are still challenging. Understanding the tactic by which data are often preprocessed is vital to
enhance data quality and therefore the analysis results. Datasets are often very large at several GB or
more, and that they originate from heterogeneous sources. Hence, current real-world databases are highly
vulnerable to inconsistent, incomplete, and noisy data. Therefore, numerous data preprocessing
techniques, including data cleaning, integration, transformation, and reduction, should be applied to get
rid of noise and proper inconsistencies. Each sub process faces a special challenge with reference to data-
driven applications. Thus, future research must address the remaining issues associated with
confidentiality. These issues include encrypting large amounts of knowledge, reducing the computation
power of encryption algorithms, and applying different encryption algorithms to heterogeneous data.
Opportunities:
Big data analytics are utilized to process the data captured and perform advanced capabilities such as
analysis of non-conformance reports, enhanced security, predictive and preventative maintenance, plant
load optimization, improved supply-chain management, financial risk analysis, and operational
monitoring to improve overall equipment effectiveness.
Big Data also helps to integrate the previously soloed systems to offer companies a clearer picture of their
manufacturing processes while automating data collection and analysis throughout. The difficulties
related to data in manufacturing systems have shifted from that of having the ability to gather a sufficient
quantity of knowledge, to how best utilize the now vast amounts of knowledge available so as to form
better informed business decisions.

Q3. What is behavioral targeting? Provide an example of behavioral targeting. How are
firms responding to consumers and public advocates that it is a form of stalking consumer?
Behavioral Targeting
Information regarding what shoppers do whereas troll the huge expanse of the Internet and what searches
they create, the sites they visit, however they search, and what they buy is pure gold to marketers. And
today’s marketers square measure busy mining that gold. Then, in a practice called behavioral targeting.
Marketers mostly use this online data to target ads and offers to particular consumers.
For example:
If you place a laptop in your any buying sites like Alibaba.com or amazon.com shopping cart but don’t
buy it, Alibaba’s advertising network can show this visitor more ads for laptops on other websites,
increasing the eventual likelihood of a purchase.

Consumer advocacy
Consumer advocacy refers to actions taken by individual or teams to market and defend the interests of
the shopping for public. Most of the consumer feel positive or some are mistrust on marketing research.
They worry that researchers may use sophisticated techniques to track us as we browse then use this
knowledge to manipulate our buying. Customer advocates use techniques like packaging, boycotts, letter-
writing campaigns, and lawsuits to lift awareness of problems touching customers and to counteract the
monetary and political power of the organizations they aim.

How Firm Respond

Proponents claim that behavioral targeting profit over hurting consumers by feeding back ads and
products that are more relevant to their interests. However, the most of the consumers and public
advocates, following consumers on-line and stalking them with ads feels more than a little creepy.

“Regulators and others are stepping in. The Federal Trade Commission (FTC) has recommended the
creation of a “Do Not Track” system (the Internet equivalent to the “Do Not Call” registry)—which would
let people opt out of having their actions monitored online. Meanwhile, many major Internet browsers
and social media have heeded the concerns by adding “Do Not Track” features to their services.”

For example, if adopted, Web sites may be forced to charge for content and services as they lose the
ability to tailor their advertisements.

Q4. Marketers make heavy use of both open-ended and closed-ended questions in
questionnaires. What are some of the benefits or drawbacks of using each of these ways to
ask questions?
Open-ended question are questions that permit somebody to offer a freestyle response. Close ended
question can be replied with "Yes" or "No," or they have a restricted arrangement of conceivable.

Benefits of Open-Ended Questions

 Can give definite data.

 Give genuine client bits of knowledge.
 Permits an endless scope of answers.
 Empowers to acquire segment data.

Disadvantages of Open Questions

 Takes additional time and exertion to react to the questions.

 Exacting reactions can be hard for respondents curious about communicating own perspectives
and conclusions.
 Answers may vary in degree of subtleties or extension.
 Restricted power over length of reaction.

Closed ended question benefits:

 It is simpler and speedier for respondents to reply.

 The appropriate responses of various respondents are simpler to think about.
 Answers are simpler to code and genuinely break down.
 The reaction decisions can clarify question meaning for respondents.

Disadvantages of close ended question

 They can propose thoughts that the respondent would not in any case have.
 Respondents with no assessment or no information can answer in any case.
 Respondents can be frustrated on the grounds that their ideal answer isn't a choice.
 It is confusing if numerous reaction decisions are advertised.

Q5. Read the application and cases in your textbook on page 118 "Sharing Economy" and
answer the questions 3-9 and 3-10.
(3-9) Discuss the value of social data for marketers

The data you collect from social media sites can allow you to grasp what sort of content your audience
responds to in terms of feeling, sharing, and commenting. once they do, that’s after you grasp they're
interested and interested in your complete. The findings from your own posts and also the ability to assess
however alternative content ranks on social media will assist you optimize your social media content
strategy. This includes distinctive the topics your audience is sorting out on-line or what sort of queries
they're asking in social media conversations.

(3-10) A “dark social channel” refers to a private channel or a channel difficult to match with other
digital channels. An example of a dark channel is e-mail. However, Google routinely mines its roughly
half a billion Gmail users’ emails. Research how Google scans e-mail data and the fallout from those
actions.

Google has clarified its email scanning practices in a terms of service update, informing users that
incoming and outgoing emails are analyzed by automated software. The revisions explicitly state that
Google’s system scans the content of emails stored on Google’s servers as well as those being sent and
received by any Google email account, a practice that has seen the search company face criticism from
privacy action groups and lawsuits from the education sector.
Email attachments can include malicious software that might be missed by traditional antivirus programs.
To identify these threats, Gmail can scan or run attachments in a virtual environment called Security
Sandbox. Attachments identified as threats are sent to the recipient's Spam folder.

Q6. How would you characterize the current state of the economic environment in
developed countries? How does it impact the activities and approach of marketers?
The most well-known measurement wont to decide whether an economy is made or developing is per
capita total national output (GDP), albeit no severe level exists for an economy to be considered either
developing or created. a couple of financial analysts consider $12,000 to $15,000 per capita GDP to be
adequate for created status while others don't consider a nation created except if its per capita GDP is
above $25,000 or $30,000. The U.S. per capita GDP in 2019 was $65,111.
For nations that are hard to sort, financial specialists attend different elements to make a decision
improvement status. Standard-of-living measures, for instance, the newborn child death rate and future,
are valuable despite the very fact that there are not any defined limits for these measures by an equivalent
token. In any case, most created economies endure but 10 newborn child passing’s for every 1,000 live
births, and their citizens live to be 75 or skilled all things considered. A high for each capita GDP alone
doesn't present created economy status without different variables. as an example, the United Nations
actually cares Qatar, with one among the world's most noteworthy per capita GDP in 2019 at $69,688, a
developing economy on the grounds that the country has extreme pay imbalance, a scarcity of foundation,
and restricted instructive opportunities for non-wealthy citizens. Instances of countries with created
economies incorporate the us , Canada, and therefore the overwhelming majority of western Europe,
including the uk and France.