• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing research

Extracts from this document...


Marketing Market research, one of the key factors to a businesses success in its industry. The primary function of market research is to identify the customers needs and views, also allows a business to access thorough information of the industry it's planning to work within, it also allows the company once its analysed the information to adjust how its run to cope with demand and other aspects which could affect the outcome of their profits at the end. Market research can be carried out through primary research, secondary research or both. It is also the promotion of the product/service, which a company is selling; promotion is vital to a company's success due to the fact that, if the public doesn't know that a product exists how will they buy it? Most large company's have their own marketing department to deal with all the necessary information which they receive from their sales figures and market research, also they process this information, interpret it and distribute the information the way they see best fits the situation. Primary research Primary (also known as field) research means asking someone for his or hers views or opinions. You will have to ask appropriate questions to find out the information you need. In market research this is called a survey. ...read more.


Marketing, Cadbury Schweppes Cadbury Schweppes, as a global corporation they depend on the effective use of marketing in every aspect from sales to market research. This was shown in 2002 when they upped they're marketing expenditure by a considerable amount from the year before (2001); "Our total marketing expenditure in 2002 was �547 million. At constant exchange rates this represents an increase of 12% over total marketing spend in 2001. Our marketing to sales ratio increased to 10%, the sixth consecutive year of increase in this key indicator of marketing investment." (Taken from the Cadbury Schweppes website, www.cadburyschweppes.com) This information shows how increased marketing expenses and effective use of it can increase a company's performance and its sales. Marketing is important for a company such as Cadbury Schweppes because it is such a large company, which depends on precise information so its able to run effectively, also different types of research are needed for their different products because after all Cadbury Schweppes in a confectionary and beverages provider to the world. Being such a large company and also having such a large marketing expenditure (as show above) you would expect Cadbury Schweppes to have marketing campaigns all over the place, but they've smartly used their resources effectively by incorporating information from their research into their products, like no GM products are found in their food now, this appeals to many customers nowadays as they require healthier and safer alternatives. ...read more.


"In September 2003, McDonald's announced a sponsorship deal involving the pop star Justin Timberlake. He will appear in five advertisements throughout the English-speaking world, promoting the company's products. The company also will sponsor the singer's world tour, but refuse to say how much they are paying him although some experts suggest it's in the region of $6 million (�3.6 million). The marketing campaign will be entitled 'I'm Lovin' It' and the associated tour of 35 European cities is entitled the "McDonald's Presents Justin Timberlake 'Justified' World Tour 'lovin' it' live"." (Taken from www.bized.ac.uk) Another sort of promotion McDonalds has been trying is sponsoring, by doing this McDonalds has funded local schemes such as the "grassroots football", but at the same time its promoting itself as a very charitable company and this may appeal to customers and convince them to eat out at McDonalds By effectively using their resources and the research, which they gathered, they produced an effective and quick campaign to boost their sales again in the US and other countries where sales lacked for a small period. From the "I'm lovin' it" scheme alone they boosted sales within a year in 2003 to once again gain some profit from sales, also to improve on sales figures McDonalds improved there current menu by adding a more wider range of meals and also made adjustments to current meals on the menu. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Opening an Arcade – Feasibility Study

    x 52(weeks) �140.00 �50960.00 per year x 7(days) / 12 �980.00 per week �4246.67 per month 30p play-�15 Jackpot: �40.00 �2240.00 x 8(machines) x 52(weeks) �320.00 �116,480.00 per year x 7(days) / 12 �2240.00 per week �9706.67 per month Poker machines: �25.00 �1750.00 x 10(machines)

  2. For this project I have been instructed to come up with a marketing strategy ...

    theoretical pricing approaches: Market skimming and demand based pricing- Market skimming is where the competition in a market is slim or non-existent and a company can charge what ever price they want because there is no other company to offer a lower one.

  1. creating a marketing proposal

    it needs to make a lot of sales very quickly in order to establish itself and to make it possible to produce larger quantities. It may therefore start off by offering the product at quite a low price. When market penetration has been achieved, prices can be raised.

  2. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    marketing mix and budgets Review using market research The first thing done by the marketing department is to carry out market research. This has already been explained in the market research section (page 8). They then have to assess the current situation by performing a market analysis which is usually done by performing a SWOT analysis.

  1. market research

    They are very well known. This could be a threat; I will have to compete with Starbucks and find ways to attract as many or more customers. I also know that this is the type of caf� most people like.

  2. Analysis of The Cadbury company.

    50 million individual chocolates such as Hazelnut Whirls and Almond Clusters and over one million Cadbury Creme Eggs and Double Decker, Crunchie and Fry's Turkish. Cadbury now has factories all over the world. Many countries also receive their Cadbury's chocolates straight from Bournville and Somerdale.

  1. Produce a marketing strategy for a new or existing product

    them, bold texts and placing them upside down, taking texts placing them different angles, placing pictures on top of each other and basically stupid things like that. The issues will be changed in order to suit everyone's needs this will be done considering everyone's opinion on their needs and wants.

  2. Design a small scale marketing plan and formal report for a small business.

    By selling consolation cards, he may be able to steal some market share from Card Fair because they don't sell them and by using this gap in the market he can also make profit. This is Clinton's website, it informs customers about what is in the shop, the upcoming celebrations, jobs, offers and you can also buy online.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work