Marketing Management

1. Nivea would like to increase its share of the U.S. market. Define the management-decision problem.

2. Define an appropriate marketing research problem based on the management-decision problem identified in question 1.

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3. Nivea would like to undertake research to understand the preferences of American consumers for skin care products. What type of research design should be adopted and why?

1. Develop a Likert, semantic differential, and a Stapel scale for measuring store loyalty.

2. Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum. How would you assess the reliability and validity of this scale?

3. Construct a Likert scale for measuring Internet usage. Explain how the rating-scale decisions were made.

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