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Marketing Research as a Tool For Organisational Profitability

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Description

– Marketing Research as a Tool For Organisational Profitability –

Download Marketing Research as a Tool For Organisational Profitability. Marketing students who are writing their projects can get this material to aid their research work.

Abstract

In recent years a market oriented corporate culture increasingly has been corseted a key element of superior corporate performance.

Although organizational innovation is believed to be a potential mediator of this market orientation- corporate performance relationship, much of the evidence to date remain anecdotal or speculative.

In this context the researcher takes a component wise approach and examines how three component of market research affects the two core components of organizational innovativeness enroot to affecting corporate performance.

Using the data, the researchers empirically test and substantiate innovations mediating role in the market research performance relationship of an organization.

Introduction

Marketing is generally interpreted today as including all those business activities concerned with the development, production and distribution of product to identifiable market, where they will provide satisfaction to those who buy them.

Marketing research therefore, covers product development, identifying the market and suitable method of selling, distribution, promotion, pricing and sales service facilities.

However, marketing research has an advisory role in marketing management. It is used to acquire and analyze information and to make recommendations to management as to how marketing problems should be resolved. All modern organization engages in marketing so as able to please and win the loyal support of their customs.

Gillette engages in marketing to find out about the needs and requirement of shavers, banks engage in marketing research to find out about its customers financial services requirement and Inland Revenue engages in market research to find out about the needs and requirements of tax payers and other clients.

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