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Marketing researches represent search and the information
gathering, required for market surveillance, its analysis
and handling. This information is necessary also for
consumer research, competitors and other participants of
external
marketing.
Among marketing researches the basic types are designated:
- Audit of the enterprise and its activity;
- Research of long-range segments and potential of the
markets;
- Studying of taste and a choice of consumers, revealing of
its requirements;
- Studying of the marketing environment, research of
influence on it of outage factors, an estimation of activity
of the enterprise;
- The analysis of competitors;
- Research of the prices, the analysis and price policy
forecasting;
- The analysis of advertising, a sales promotion,
PR-programs, personal sellings and other strategy of sales
promotion or service.
The purposes and commitments of marketing researches:
1. To specify a research problem.
2. To study object (process, a situation), comprehensive it
to describe.
3. To reveal laws and to construct the forecast.
The general scheme of marketing researches. Stages:
1. To specify a problem, the purpose and research methods.
2. To develop the research plan.
3. To collect and analyse the collected data.
4. To interpret the received results and to write the
report.
5.
To provide
leadership of the company the results of research.
If
the information received as a result of marketing research,
competently to use, it can affect radically the further
developing of the enterprise,on
accepting the management decisions concerning various
market segments , its production, to volumes of own
production and realisation of the goods.
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