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Uploaded: 28.02.2016
Content: Англ_готово.docx (31,55 kB)

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English

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Today, a successful company is one, which tries to discover what the consumer wants or could be persuaded to buy and then makes that product and sells it at a profit. Such firms are said to be market-oriented. In a market- oriented firm one of the functions of marketing department is to find out consumer requirements. This is in complete contrast to a product and then tries to sell it in the hope that the consumer will buy it.
Market research involves studying the market to discover exactly what the customer really wants. Companies collect information in order to build up a picture of consumer requirements. It can come from two main sources.
1. Market information is information that is not already available. One of the techniques used to
collect this information here is field research - questioning consumers directly about their tastes
and preferences.
2. Secondary information is information that is already available to the firm. It can come from a
variety of sources, such as government statistics and business and trade publications. Gathering
information this way called desk research. 7
Identifying the tastes and preferences of consumers is not simple because there are many different types of consumers with different tastes. Firms normally try to build up a consumer profile, i.e. the age, sex, occupation and location of its consumers.
Every firm usually possesses its own internal information about the popularity of its products and about its own sales. This information, although useful, may be of limited value since it tells the firm nothing about the total size of the market, competitors´ products and prices, or consumer preferences. Consumer research can be carried out by the Market Research Department of a company or by Market Research Centers, which specialize in providing this service for others.
Market researchers collect, analyze and interpret data to provide companies with information about the needs and desires of the buying public, they develop forecasts of consumer motivations and buying habits on the basis of these forecasts, they propose strategies for the marketing campaign of current products and suggest areas for market expansion.
Answer the questions
1. What can markets be?
2. How many elements have got a market? Which?
3. What will be influenced at the demand for a product?
4. What is field research?
5. Can a market be defined as any form of contract between buyers and sellers?

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