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PROJECT TOPIC: THE IMPACT OF MARKETING RESEARCH IN ANY BUSINESS ORGANIZATION

THE IMPACT OF MARKETING RESEARCH IN ANY BUSINESS ORGANIZATION

 

Abstract

The impact of marketing research in a business organization cannot be over emphasized. The work is aimed at knowing the performance of a particular organ ization’s product in relation to others. The research attempts a positive appraisal of marketing research in a business organization. From the data presented and analyzed, it can be agreed that marketing research has contributed tremendously to the increase in sales of products especially in Nigeria bottling company which is my case study. Relevant literatures on the subject are reviewed and questionnaires are administered, responses are collected and analyzed and hypotheses are tested. Finally observed findings are stated with recommendations for improvements and the researcher draw a summarized conclusion

 

Chapter One

Introduction

Background of the Study

Marketing is a common practice in business organizations. It seems to accomplish an organization objective by anticipating customer client needs and directing a flow of products and services to satisfy those needs by making the optimum use of available resources. Marketing research is a complex tool but proper understanding of it would move the organization to greater heights.

Competition in getting stiffer, so the rule of thumb and guesswork can no longer be relied upon for marketing decisions. Marketing research helps to make sure that the right goods and services are produced and finds their ways to consumers. Since the industrial revolution with mass productions, the close knowledge of marketing needs have decline considerably. Producers now need to look for market for their products, because it is patient for producers to study their market and to satisfy the needs of their consumers. For an organization to ensure good sales of its products, it should employ good marketing strategies. Marketing research helps in the control of the marketing of good and services.

Marketing research is geared towards the finding out of:

  1. Suitability of company’s market methods
  2. Competitor’s strategy and market penetration
  3. The habits, tastes, preferences and the motives of buyers.

The competence of marketing research can not be over emphasized in an organization. Many businesses have failed and a lot will still fail, if the place marketing research can not be over emphasized in an organization. Many businesses have failed and a lot will still fail, if the place marketing research has not located in their operations. Marketing research has been under value by many organizations. It can help determined market opportunities that are not viable and assess the resources that can be required to develop them.

Marketing research helps to focus on the short or long-term decisions  and the firm must make with respect to the element of market mix (price, product, place distribution and promotion).

Marketing activities can be seen in terms of five different stages:

  1. Simple trade
  2. Product orientation
  3. Sales orientation
  4. Marketing as a business activity
  5. Marketing as an organization – wide activity

Different economy system and different organizations have reached different levels in their development of marketing. It does not make sense to provide goods and services which customers do not want when there are so many things they want or need. Here again, marketing research has a major role to play.

Marketing research is every important to the success of an organization. An organization that can not successfully sell its products go back to the “drawing board”. Marketing research department is also an important department in an organization. The department is, concerned  with securing information, which is directly or indirectly connected with the extension of sales in the organization.

Such information gathered  by the department includes information concerning demand for the products, competitors activities, adequacy of the advertisement, channel of distribution etc in fact, marketing research covers  every aspect of business activity from the ideal stage to the eventual customers satisfaction.

THE IMPACT OF MARKETING RESEARCH IN ANY BUSINESS ORGANIZATION

 

Statement of Problem

Since the industrial revolution with mass production, the knowledge of market needs have decline considerably, producers now need to look for market for the sales of their products. It is essential for producers to study the markets and other products to satisfy consumer’s needs.

The needs to consider the following questions in the course of writing research are very relevant. The questions to address include:

  1. Are marketing decisions affected by marketing research?
  2. Does marketing research have any impact on the performance of an organization?
  3. Is there any significant relation between marketing research and organization?

Based on the foregoing, it is imperative, we examine marketing research in an organization due to eth act that it increase the profit of any organization.

 

THE IMPACT OF MARKETING RESEARCH IN ANY BUSINESS ORGANIZATION

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