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Essay text:
In keeping with their company philosophy, Kudler has decided to enhance business by offering catering services. Successfully marketing the new catering services will be critical to the successful operation of this new venture. This paper will outline the important concepts and factors Kudler should be aware as they expand into catering. Market research, marketing mix, use of technology, and integrating organic produce into the catering business will be discussed and their impact on Kudler.
Market Research
Marketing research can be defined as “the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions” (Kerin, Hartley, Berkowitz, & Rudelius, 2006)...
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