Topeka-based CD Tradepost plans to use research done by K-State College of Business Administration students in key marketing decisions

Media Relations and Marketing
9 Anderson Hall
Manhattan, KS 66506-0117
Phone: 785-532-6415
Fax: 785-532-6418

Information provided by K-State Media Relations, K-State's news service, may be reproduced without permission. The marks and names of Kansas State University are protected trademarks and may not be used in any commercial or private endeavor without the approval of the university.

Note to editor: Blake Zogleman is a graduate of Wichita Northwest High School.
News release prepared by: Katie Schurman, 785-532-2753, schurman@k-state.edu

Monday, December 11, 2006

TOPEKA-BASED CD TRADEPOST PLANS TO USE RESEARCH DONE BY K-STATE COLLEGE OF BUSINESS ADMINISTRATION STUDENTS IN KEY MARKETING DECISIONS

MANHATTAN -- When a group of marketing students from Kansas State University's College of Business Administration approached the president of CD Tradepost about doing a semester-long marketing research project on the company, he jumped at the opportunity.

"Conducting research in this manner can be time-consuming and can prove to be a labor-intensive task," said Dennis Strobel, president of CD Tradepost, which is based in Topeka and has 24 stores across Kansas, Missouri, Nebraska, Iowa and Florida.

"The research that K-State's College of Business Administration students provide will give us a more in-depth understanding of our customers and, as a result, the insight we need to serve our customers better," Strobel said.

Strobel encouraged the students to expand their research from the CD Tradepost location in Manhattan to several other stores in eastern Kansas. With the research complete, the marketing students took their findings straight to the top at the invitation of Strobel. They recently delivered a presentation to the CD Tradepost board of directors in Topeka. They presented the primary research they conducted the company's stores in Manhattan, Junction City, Wichita, Lawrence and Topeka.

The goal of the marketing research was to improve perceptions and customer understanding so that the company can better enhance the customer experience and continue growing. Students were told that their research findings will be used in making key decisions for the company's future.

"We believe that our research will help the managers at CD Tradepost make effective business decisions in the future," said Chris Harris, senior in marketing, Overland Park. "The teamwork present in this group helped us meet, and possibly exceed, the expectations of the class and CD Tradepost."

Strobel said the students' work would be valuable to the company in the future.

"The K-State marketing students impressed us with their professionalism, responsiveness and results," he said. "The information gained form this project will be instrumental to our company in making many future marketing decisions."

Along with Harris, K-State marketing students participating in the research group included:

Emily Otto, senior, Overland Park; Briana Cummings, senior, Prairie Village; Blake Zogleman, senior, Viola; and Eric Kutter, junior, Wichita.