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Carmex: Leveraging Facebook for Marketing Research While Carmex has been marketing lip balm since 1937, only recently has Carmex begun to focus on competition and growth. Carmex hos used social media tools to support many of its growth initiatives including product line extension, international growth, new product development, and product line expansion Facebook provides Carmex with the unique opportunity to research potential lip balm varieties in the United States by engaging with its target audience online. Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing Information and recommending actions Marketing researchers collect information to help marketing managers reduce risk and improve their marketing decisions. There are five steps in the marketing research approach: (1) defining the problem, (2) developing the research plan, (3) collecting relevant information. (4) developing findings. (5) and taking marketing actions In addition to Facebook research, Carmex uses retaller checkout scanner data to determine which formulations of Carmex are most popular This type of primary data gathered through the front-end checkout data is classified as data Multiple Choice Obecni observational O survey click-through personal Interview focus group

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