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c Marketing research: ?

  

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Marketing Research
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Marketing research is the  
function which links the

 

consumer, customer, and




public to the marketer
 

through
   

  

  






 
 

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c of the companies in America use marketing


research
6 Managers are separated from their customers
c lengthy distribution channels deny consumer-
manufacturer interaction
c retailers may not have the right knowledge of
the customers taste and preference.
c retailers do not have any contact with their
potential customers.
§  
  
  


 
- to satisfy the needs and wants of final customers
- to design effective marketing programs
  



 
Managers need information about
 

 







  

 
  

 
  
  
    
 
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c Marketing research tends to be fragmentary
c t becomes superficial and faulty in industry.
Mostly people who had no training in the subject
use it.
c ack of proper co-
co-ordination between marketing
management and marketing research team.
c Marketing research cannot measure certain aspects
of consumer behaviour precisely.
c ¦hen Marketing Research is not needed
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t is concerned with managing the flow of
information to marketing decision makers.
M helps to -
identify

Marketing Opportunities
select
and Problems
resolve
Marketing Information System

   Marketing
Environment
   Research

 


 


     

 

Marketing



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manager
  

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un information system which enables


decision makers to interact directly
with both databases and analysis
models.
   
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5 Managers: