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		<title>A Desiscion-Making Perspective on Marketing research &#8211; Budget Rent-A-Car Corporation</title>
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		<pubDate>Mon, 20 Dec 2010 10:05:35 +0000</pubDate>
		<dc:creator>import export manufacturer</dc:creator>
				<category><![CDATA[Market research - Marketing Research Process]]></category>
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		<description><![CDATA[A Desiscion-Making Perspective on Marketing research &#8211; Budget Rent-A-Car Corporation In seeking growth opportunities in the car rental market against three dominant competitors, Budget uncovered a &#8220;professional care&#8221; segment who felt &#8220;that nobody cares about me anymore.&#8221; The next question was: What kind of programs would be appealing to this segment? These examples could be multiplied by thousands, for virtually every private- and public-sector organization encounters the same pressures for more and better information about its markets. Whether the organization serves customers in competitive market environments or clients in a public-sector enterprise, there is a need to understand and satisfy the changing needs of diverse groups of people. This task is greatly complicated within the private sector by the nature of competitive action, which is relatively unpredictable and seldom in the best interests of the firm. Competition also exists in many parts of the public sector. For example, private delivery services are effectively supplementing the faltering postal services in many cities, and publicly operated clinics compete with privately financed and operated health maintenance organizations. Overall, the similarities outweigh the differences between the private and the public sector so far as the functions of marketing research in the organization are concerned. [...]]]></description>
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		<title>A Desiscion-Making Perspective on Marketing research &#8211; How Research Supports Marketing Decisions</title>
		<link>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-how-research-supports-marketing-decisions/</link>
		<comments>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-how-research-supports-marketing-decisions/#comments</comments>
		<pubDate>Mon, 20 Dec 2010 10:04:50 +0000</pubDate>
		<dc:creator>import export manufacturer</dc:creator>
				<category><![CDATA[Market research - Marketing Research Process]]></category>
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		<guid isPermaLink="false">http://exporters-sources.com/?p=5815</guid>
		<description><![CDATA[A Desiscion-Making Perspective on Marketing research &#8211; How Research Supports Marketing Decisions Marketing decisions involve issues that range from fundamental shifts in the positioning of a business or the decision to enter a new market, to narrow tactical questions of how best to stock a grocery shelf. The context for these decisions is the market planning process that proceeds sequentially through four stages: situation analysis, strategy development, marketing program development, and implementation. This is a never-ending process, so the evaluation of past strategic decisions serves as an input to the situation assessment. Figure 1-1 suggests some elements of each stage. During each stage, marketing research makes a major contribution to clarifying and resolving issues, and choosing among decision alternatives. The following sections describe these steps in more detail and describe the information needs that marketing research satisfies. Situation Analysis Effective marketing strategies are built on an in-depth understanding of the market environment of the business, and the specific characteristics of the market. The depth of these information needs can be seen from the list in Table 1-1 of the requirements of a major consumer packaged goods manufacturer. The macroenvironment includes political and regulatory trends, economic and social trends, and technological [...]]]></description>
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		<title>A Desiscion-Making Perspective on Marketing research &#8211; Successful Marketing Research: Some Guidelines</title>
		<link>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-successful-marketing-research-some-guidelines/</link>
		<comments>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-successful-marketing-research-some-guidelines/#comments</comments>
		<pubDate>Mon, 20 Dec 2010 10:02:01 +0000</pubDate>
		<dc:creator>import export manufacturer</dc:creator>
				<category><![CDATA[Market research - Marketing Research Process]]></category>
		<category><![CDATA[market]]></category>
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		<guid isPermaLink="false">http://exporters-sources.com/?p=5814</guid>
		<description><![CDATA[A Desiscion-Making Perspective on Marketing research &#8211; Successful Marketing Research: Some Guidelines All marketing decisions involve uncertainty, both in the information on which they are based and the forecasts of the consequences. We have emphasized—and will emphasize throughout this book—that successful marketing research is decision oriented. This means, first, that marketing research should be undertaken only when the results will reduce uncertainty and influence decisions. Indeed, there is no point in doing research if the decision maker isn&#8217;t in a position to alter anything. More specifically, marketing research will make a contribution when it is relevant to current or anticipated decisions, timely, efficient, and accurate. At all times the research must maintain high ethical standards. Relevant Research Research should not be conducted to satisfy curiosity or confirm the wisdom of previous decisions. Relevance comes through support of strategic and tactical planning activities, that is, by anticipating the kinds of information that will be required. This information is the backbone of the ongoing information system. As new circumstances arise and decision alternatives become more specific, research projects may be undertaken. Throughout the planning of these projects the focus must be constantly toward decisions. Timely Research Research decisions are constrained by the [...]]]></description>
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		<title>A Desiscion-Making Perspective on Marketing research &#8211; Marketing Research in Practice</title>
		<link>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-marketing-research-in-practice/</link>
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		<pubDate>Mon, 20 Dec 2010 10:01:10 +0000</pubDate>
		<dc:creator>import export manufacturer</dc:creator>
				<category><![CDATA[Market research - Marketing Research Process]]></category>
		<category><![CDATA[Financial]]></category>
		<category><![CDATA[Insurance]]></category>
		<category><![CDATA[Manufacturers]]></category>
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		<guid isPermaLink="false">http://exporters-sources.com/?p=5813</guid>
		<description><![CDATA[A Desiscion-Making Perspective on Marketing research &#8211; Marketing Research in Practice Marketing research is unquestionably a growth industry. Between 1978 and 1988 real expenditures on marketing research (that is, after adjusting for inflation) more than doubled! This is largely a consequence of economic and social changes that have made better marketing an imperative. With marketing the new priority, marketing research is the rallying cry. Companies are trying frantically to get their hands on information that identifies and explains the needs of powerful new consumer segments now being formed. Kroger Co., for example, holds more than 250,000 consumer interviews a year to define consumer wants more precisely. Some companies are pinning their futures to product innovations, others are rejuvenating timeworn but proven brands, and still others are doing both.5 Not only are those companies that always did marketing research doing a great deal more, but the breadth of research activities also continues to expand: • Senior management is looking for more support for their strategic decisions; so researchers are doing more acquisition and competitor studies, segmentation and market structure analyses, and basic strategic position assessments. • Other functions, such as the legal department, now routinely use marketing research evidence. Corporate Affairs [...]]]></description>
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		<title>A Desiscion-Making Perspective on Marketing research &#8211; Summary</title>
		<link>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-summary/</link>
		<comments>http://exporters-sources.com/a-desiscion-making-perspective-on-marketing-research-summary/#comments</comments>
		<pubDate>Mon, 20 Dec 2010 09:59:38 +0000</pubDate>
		<dc:creator>import export manufacturer</dc:creator>
				<category><![CDATA[Market research - Marketing Research Process]]></category>
		<category><![CDATA[market]]></category>
		<category><![CDATA[marketing]]></category>
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		<guid isPermaLink="false">http://exporters-sources.com/?p=5812</guid>
		<description><![CDATA[A Desiscion-Making Perspective on Marketing research &#8211; Summary Marketing research links the organization with its market environment. It involves the specification, gathering, analyzing, and interpretation of the information &#8220;to help management undersíand- that*marîEëT environment, identify its problems marketing action. The marketing management process involves situation analysis, strategy development, marketing program development, and implementation. Each of these areas includes a host of decisions that need to be supported by marketing research information. Marketing research, to be effective, should be relevant, timely, efficient, accurate, and ethical. Among the participants in marketing research activities are information users; external information suppliers, such as the marketing research firms; and the information suppliers within the organization.]]></description>
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