marketing essay范文

什么是市场营销，根据美国市场营销协会的定义，将营销定义为活动或沟通、创新产品、交换和交付货物、服务和实践个人想法的流程，符合公司目标和个体目标(Anon,2013)，，强调实现组织目标的关键，确定目标市场的需要和欲望，比竞争对手提供更高效、高质量地满足，这被称为营销概念。(科特勒,1997)

接下来，让我们看看什么是市场研究，根据伯恩斯和布什的定义，市场研究是一个收集和分析报告信息的过程，用于设计一个解决特定营销问题的系统。(伯恩斯和布什,2000)另一个定义被AMN认可，营销研究是一种功能，可以通过收集的信息联系客户、消费者和公众营销人员。(Anon,2013)

营销研究是至关重要的操作业务，为什么? 让我们看看市场研究的角色帮助管理者确定信心十足的决策，也给公司创造了价值。市场研究的价值是，它能帮助促进营销战略决策进程，进行市场研究时可以减少不确定性的结果信息。(Zikmund W.G,2007) 营销研究的重要性可以借鉴由AMA认可的定义。

What is marketing. According to American Marketing Association, marketing is defined as activities or processes for communicating, creating, exchanging and delivering goods, services or ideas that satisfy organizational objectives and individual. (Anon., 2013) A business philosophy that emphasizes the key to achieve organizational goals by determining the needs and wants of target markets and delivering satisfactions more efficiently and effectively than the competitors is known as marketing concept. (Kotler, 1997)

Next, let’s see what marketing research is. As defined by Burns & Bush, marketing research is the process of gathering, analyzing and reporting information that are used to design a system to solve specific marketing problem. (Burns & Bush, 2000) Another definition approved by AMA is that marketing research is a function that links the customers, consumers, and also the public to the marketer through the information collected. (Anon., 2013)

Marketing research is essential in operating a business. Why? Let’s look at the role of marketing research in helping managers in making decision with a higher degree of confidence and also the value of it to organisations. The value of marketing research is that it can help to facilitate the marketing strategic decision making process. Uncertainty that results from information can be reduced by carry out marketing research. (Zikmund W.G., 2007) The importance of marketing research can be seen through the definition approved by AMA.

Before a marketing strategy is developed, diagnostic information about what is occurring in the environment is provided by marketing research. (Zikmund W.G., 2007) For example, it helps to identify and define marketing opportunities which those want and needs that are not yet met by competitors. (Burns & Bush, 2000) At the second stage of marketing strategy development, marketing research helps to refine and generate marketing actions in order to meet the market opportunities. Managers plan a marketing strategy mix by using the results obtained from previous stage. A product research is conducted when a new product is developed and to learn to adapt existing production lines is needed. (Zikmund W.G., 2007)For example, it determines whether a new product should be produced to replace current product. (Hair, et al., 2000) Price research is conducted to determine the ideal price for a product. Distribution research focuses on improving the efficiency while promotion research focuses on the effectiveness of sales promotions. (Zikmund W.G., 2007) After marketing strategy is implemented, marketing research will help to monitor them in order to control over the service or product. Expanding the basic knowledge of marketing is also one of the roles of marketing research. (Burns & Bush, 2000) According to David A.A, “Market research which use in an intelligent way is a key to a business achievement.” (David A.A., 2001)

Here are few example of how marketing research has helped the organisations. The first example is Biosite Diagnostics,Inc., a biotechnology company that is based in California(Gupta, 1993). The results of the company’s marketing research were successfully attracted over $13 million in venture capital although those potential investors were scare to commit funds at the initial stage due to the presence of competitors. Also, with the results of marketing research, the company’s first product, Triage got the approval from FDA in less than 30days while the average FDA approval of diagnostic products takes 6 months. Marketing research has helped Biosite to prove the market existence for its product, thus attracted investors, avoid products delay and also redefine its potential market. (Kinnear & Taylor, 1996)

The next example is The Kellogg's Company which is the world’s leading cereals producer that provide customers a variety of cereal products for more than 100 years (Anon, 2011). As Kellogg’s is a market-orientated company that focuses on the needs of its consumers, so it is essential for it to identify the consumers’ needs before launching of new products. By doing this, marketing research has added value to the company. It has helped the company in planning ahead, for example, what product should be developed. Marketing research also helped Kellogg’s to reduce risk by launching new products under existing brand. Kellogg’s uses marketing research throughout the whole launching process for the new product, Crunchy Nut Bites. (Anon, 2013)

As we can see through the above facts and examples regarding marketing research, it is undeniable that company will perform better if they conduct marketing research than those does not conduct. With marketing research, manager’s need for knowledge of the market is fulfilled. Managers are able to make a better decision when there’s a problem with the help of marketing research. It even saves cost and time to solve problem. In conclusion, marketing research has a very high value to an organisation that wished to perform well in their business strategy.