Minimum 200 words per each question with references and quotes.

1- Your companys marketing department and product development teams are planning to develop a new product. As the marketing research analyst, you were asked to get some standardized marketing information for the new product development. 
What is standardized marketing information they are looking for? 
Why do they need this information?
How would you get the information? 

2- Product of choice (Nike Air Force ones)
how would you integrate keywords and key phrases into your content to ensure your specific enough to search by your customers?
What are the marketing tools for your search engine that you would use specifically for your product of choice? Why? 

Please tell me from each question the references are.