Starbucks & More
Although China consumes mainly tea, Starbucks aims to make this drink the drink of choice
Coffee
What is the first step that a manager needs to achieve their goals?
Identify Basic Appeal
Unstructured but in-depth interview of a small group of individuals (8 to 12 people) by a moderator to learn the group’s attitudes about a company or its product
Focus Group
Starbuck's first coffee house was in what country?
Japan
Name 1 of the 4 main sources of Secondary Data
1. International Organizations
2. Government Agencies
3. Industry and Trade Associations
4. Internet
The process of obtaining information that already exists within the company or that can be obtained from outside sources
Secondary Market Research
Starbucks' first coffee house was made in what year?
1996
Name 1 of the 2 common methods of Primary Market Research?
Trade Mission or Trade Show
The process of collecting and analyzing original data and applying the results to current research needs
Primary Market Research
Today, How many stores does Starbucks have?
Over 32,000
What are the 2 important issues that concern managers during the market and site-screening process?
1. Keep search costs as low as possible
2. Examine the potential market and every possible location
An international trip by government officials and business people that is organized by agencies of national or provincial governments for the purpose of exploring international business opportunities
Trade Mission
Starbucks originally sold what instead of drinks?
Coffee Beans
What are the 4 steps a manager needs to achieve their goals?
1. Identify basic appeal
2. Assess the national business environment
3. Measure market site or potential
4. Select the market or site
Research in which people record in personal diaries on information about their attitudes, behaviors, or purchasing habits
Consumer Panel