Managers need information in order to introduce products and services that create value in the mind of the customer. But the … of value is a subjective one, and what customers value this year may be quite different from what they value next year. As such, attributes that create … cannot simply be deduced from common knowledge. Rather, data must be collected and analyzed. The goal of marketing research is to provide the facts and … that managers need to make their more important marketing decisions.
To maximize the benefit of marketing research, those who use it need to … the research process and its limitations.
Marketing Research vs. Market Research These terms often are used interchangeably, but technically there is a ….Market research deals specifically with the gathering of information about a market's size and trends. Marketing research covers a wider range of activities. While it may involve market research, marketing research is more general … process that can be applied to a … of marketing problems.
The Marketing Research Process Once the need for marketing research has been established, most marketing research projects involve these steps: define the problem; determine research design; identify data types and sources; design data collection forms and questionnaires; determine sample plan and size; collect the data; … and interpret the data; prepare the research report.
4. Read and fill in the gaps.
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1. …, in professional usage the term «marketing» has a wider meaning which recognizes that marketing is customer-centered.
2. Products are often developed to meet the desires of groups of customers or ever, …, for specific customers.
3. Four Ps … often … the marketing mix.
4. … the standard four Ps (product, pricing, promotion and place), services marketing calls upon an extra three (people, process, physical evidence).
5. … a product, a service cannot be experienced before it is delivered, which makes it intangible. This, …, means that potential customers could perceive greater risk when deciding whether to use a service.
6. …, the marketing concept says «find wants and fill them» rather than «create products and sell them».
7. …, activities such as sales promotion, advertising and market research are covered.
8. …, small firms cannot avoid marketing, even if they would prefer to do so.
9. … the level of marketing effort, a small enterprise will benefit from a marketing plan.
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