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Introduction to Marketing Research

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Introduction

Introduction to Marketing Research Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision-making. It is applicable to all aspects of marketing-mix decisions and should be an integral part of the process of formulating marketing strategy. Marketing research by definition is the function that links the consumer, customer and public to the market through information- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing researches specifies the information required to address these issues; designs the method for collecting information; manages and implements the data-collection process; analysis the result; and communicate the findings and their implications. (Source: American Market Association 1987) Divisions of Marketing Research Market research: provide information on market segmentation, brands shares, customer characteristics and motivations, competitors' brands shares. Advertising and promotion research: provide information on the most suitable method of promotion, media, and the effectiveness of the communications in achieving objectives. Product research: provides information on opportunities for new product development, product design requirements, and comparative performance. ...read more.

Middle

Massive progress has been made on the new Golf such as the introduction of new FSI engine which increases fuel efficiency, give better performance and lower emissions, and yet FSI units produce more power than their equivalent predecessors; 2-zone or 4-zone climate control, VW Direct Shift Gearbox (DSG), Volkswagen's Electronic Stabilisation Programme (ESP), new and fashionable interior design, etc. Weaknesses We can hardly find any weakness for the new Golf by now as it is the latest vision of the model and Volkswagen has made massive improvements on it. But there are some disadvantages appears in the old Mk4 vision things like the reliability used to be questioned very often, electronic faults, heavier fuel consumption in petrol engines compare with Honda Civic, expensive cost and servicing and so on. Opportunities It is essential for Volkswagen to take advantage of all the opportunities that they encounter. They are doing quite well in the new generation of Golf from both the quality of the car and the value of money. The opportunity they facing is to keep the current market share in west Europe as well as expand the international market. The development of another model call Golf Plus will bring opportunities to the Golf family as well. ...read more.

Conclusion

Promotion VW did put a lot of efforts on promoting the new Golf, and they did the job very well. The new Golf has been awarded as the best selling hatchbacks in the recent year, and the new Golf GTI has been awarded by one of the most popular car magazine in the UK as "The car for 2004". Advertisements were carried out from both national wide and world wide through newspapers, magazines, radio stations, televisions, and internet. Discounts on basic models such as 1.6 S. Typical 0% APR on selected models such as 1.6 S, 1.9 TDI. Purchasing price also includes 3year/60000miles warranty. Conclusion From the example illustrated we could understand that to make a correct and appropriate decision, we have to first of all carry out a series of market research using technical methods such as the SWOT analysis and market segmentation to provide information which can be used to estimate the marketing policy. Thus, market research provides the basis if early stages of marketing planning, it is an essential step for the whole marketing research process. Reference: * Tony Proctor, "Essential of marketing research", Second edition. * Wright & Crimp, "The marketing research process", fifth edition. * www.vw.co.uk * http://www.germancarfans.com/news.cfm/newsid/2030923.001/page/1/lang/eng/volkswagen/1.html * http://townhall-talk.edmunds.com/direct/view/.ee9a960/510 * http://www.cbsc.org/ontario/english/search/display.cfm?Code=4013&coll=FE_FEDSBIS_E ?? ?? ?? ?? ULMS 231 Marketing Research Mar 2005 Page 1 ...read more.

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