Importance of marketing research
Importance of marketing research
Moiseenko T.S. ДонНТУ
Now Ukrainian
businessmen meet a lot of problems when trying to enter and develop the new
market. The problem that company executives faced is absence of relevant
information about competitors and customer needs. As a rule it is too difficult
to collect some information with the help of state statistic organizations.
Private companies providing marketing service are inexperienced, because it is
new consulting service in Ukraine. The activity of the firms that provide
marketing research is not so developed as in the West companies. It can be
explained by existed approach at the soviet time to the service and market in
whole. So, we need time to destruct an old stereotype and build new effective
system of manufacturing activity. The idea is to study marketing, demand, and
clients needs. Marketing as a method of research and satisfaction of customer
needs is also quite new for our country.
Marketing is the
process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy
individual and organizational objectives. This definition reveals that
marketing involves more than just an individual activity such as a sales or
promotion. Effective marketing requires that managers recognize the
interdependence of these various activities and how they can be combined to
develop a marketing program. Other perspectives view marketing as consisting
primarily of advertising or retailing activities. For others, activities, such
as market research, pricing, or product
planning may be the primary focus. While all of these are a part of marketing,
it is incorrect to limit yourself to thinking about just one or two of the
elements of marketing.
In the first stages
of business, the entrepreneur more than likely has done the research necessary
to plan the business, to lay out the intricate details necessary to set the
sails, as it were, for successful launch of the business. It is necessary to
have a well-conceived business plan, it is crucial to have customers to buy its
wares. A good business plan will help identify where and how the sales will be
generated to support the business. After the plan has been initiated, however,
a more comprehensive marketing analysis will have to be conducted to help solidify
the future of the company. What every company needs, of course, are customers,
customers, and more customers. A fundamental insight into market generation is
that customers must be identified and analyzed in order that they might be
solicited to buy the company's product line. Sales follow marketing just as
surely as market analysis follows marketing planning.
When preparing
basic marketing plan it is necessary to identify the unit of sales and number
of customers you expected to reach in a three-year period, to study your
business by studying other, similar businesses, both in an out of important
marketing area, to learn a lot about how your competition prices their
products, attracts their customers and follows up with customer satisfaction.
There are countless businesses listed in the newspaper, yellow pages, and the
local chamber of commerce. For success it is important to take a good look at
these businesses, make a list of the businesses that do anything related to
yours, and then identify their pricing structure as best you can, their
customer base, and their services. It will become evident very soon whether
pricing structure will fit the marketplace, whether there are ample customers
to go around, and whether the provided services are different enough to make a
special niche in the marketplace for your company.
After identifying
competitors, the next step is to identify customers. Not only who they are, but
what they want, need, what they will buy and how much they will pay for the
product. It is important to count customers. How many of them are out there who
will pay for your services or product? You can help your effort greatly by
summarizing your list of different customer bases, how much they are willing to
pay for service, and how frequently they need it.
Also, it is
necessary to concentrate on explaining the market needs, growth potential and
trends of customer base, to use reliable and expert demographic sources and
forecasts and back up market potential by actual numbers. These numbers are
available from a wide range of irrefutable sources. After satisfying market
analysis requirements, the next step will be the process of planning out, the
process of how you will bring your product / service to the marketplace.
Although it won't
be a piece of cake, but the sales process will be a much better process for
company after research than to competitor who did the sales before the
marketing.
Список литературы
Для подготовки данной работы были использованы
материалы с сайта http://masters.donntu.edu.ua/