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DEVELOPMENT OF INFORMATION IN MARKETING RESEARCH

Автор Доклада: 
Huseynova S.
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DEVELOPMENT OF INFORMATION IN MARKETING RESEARCH

DEVELOPMENT OF INFORMATION IN MARKETING RESEARCH

Huseynova Sara

This article focuses on the development of information in marketing research. Author stresses that the right information is an essential foundation for all marketing activities and the more research. Analysis, planning, implementation and monitoring of marketing activities need specific information about the environment - about customers, competitors, dealers, the dynamics of supply and demand, etc.
Perspective of marketing research can be derived from the type of goods and specificity of its consumption, the level of saturation of the market, promotion channels and the actions of competitors, predict future demand, the effectiveness of advertising, price levels needed to implement the product, identify potential consumers of your product. Consequently, the task is study the first of those problems that affect the current state and further development of the market.
Key words: Information, marketing research , marketers , consumers

XXI century is called the "information age" and the coincidence information is regarded as a particularly valuable commodity. Before starting any enterprise or business, people always seek pre get as much information about him. And marketing is not also the exception. The greater the marketing manager will be able to get information about market conditions and the status of its product, the more his chances of success. It should be said that the market has no physical boundaries, and it met the interests of many people, it is very difficult to identify who and how many would like to purchase the product and how much to pay for it. If the market is not fully understood, the company faces the risk of complete failure in its efforts to producing and marketing the product. Often produce the product - a much easier task than to sell it. Consequently, the marketing department should make every effort to determine the market conditions and possible reactions to the product produced by the company.

Analysis, planning, implementation and monitoring of marketing activities need specific information about the environment - about customers, competitors, dealers, the dynamics of supply and demand, etc.

Mandatory information is an essential foundation for all marketing activities and the more research. According to many experts in marketing, information work is one-third to half of all marketing activities.

You need know for the success of marketing activities:

  • - Existing demand for goods firm;
  • - Its segment structure;
  • - Especially the consumer behaviour of customers in different segments;
  • - Trends in demand and consumer behaviour;
  • - Availability of needs not covered by existing supply;
  • - The structure of competition and strategy of competitors;
  • - The immediate prospects of scientific and technical progress in their industry and in industries that produce or may produce products substitutes, and much more.

It is very important to know the demand for the firm. This applies, above all, of the firm, which is going to enter a new market for themselves, but constantly study the state of demand is necessary and thereafter. In the collection , classification, analysis, evaluation and dissemination of timely and accurate information necessary to develop special marketing information systems.

Generalization of all the information necessary to perform marketing activities, referred a marketing information system [1-145].

P. Kotler defines marketing information, as a permanent system of connection between people, equipment, instructional techniques designed to collect, classify, analyze, evaluate and disseminate relevant, current and accurate information for use by managers in marketing , improve the planning, implementation of life and monitoring of marketing activities [1-76].

Marketers emphasize that the marketing information system consists of the following subsystems: internal information, external information and collecting primary data, analyzing the information. These subsystems are often viewed as independent marketing information systems in practice.

An approximate model of marketing information system is displayed in Fig.1.1.

Information

Fig. 1.1 The model of marketing information system [2-62]

Considering the informational support of the management company should pay attention to such an integral part, as an information base that contains information about the micro and macro-marketing.

Today market conditions is successfully and rapidly developing only those firms, and experts who have complete, accurate and timely information on all aspects of business. To solve this problem is necessary to create just the same marketing information system and using it. [1-147]:

  • - Internal reporting company characterizing the performance of sales, purchases, the value of the cost amounts of inventory, and also includes data on the movement of the working capital of receivables and payables, etc.;
  • - Market research, to ensure the collection of information, relevant from the viewpoint of the firm facing a specific problem;
  • - External current information about events happening in the business environment;
  • - Analysis of marketing information containing specific proposals for the adoption of the necessary management decisions.

Proceedings of inside information: the statistical reporting enterprise; financial statements; materials of earlier studies, audits and reports, data requests, purchase orders, contracts, entering data, various certificates, reports, business correspondence, etc. This information is not used in isolation from other sources and types of information, because it contains many of the necessary information.

The established system of external information sources and focused on instructional techniques by which you can get information about events and situations emerging in the external marketing environment.

The external release of information sources in this system:

  • General marketing information (books of general economic orientation, reference books, television, radio, exhibitions, legislation, advertising and mass character, etc.).
  • Narrowly profile of marketing information (highly specialized publications, books, manuals, reference books on marketing, commercial databases and database, personal communication channels, etc.).
  • Flowing information to study the management company , is divided into two types - primary and secondary (processed).
  • Primary information - it is by no processed data collected for the first time specifically for a particular purpose.

Secondary information or use information - is the stuff that someone at one time produced in processed form, pursuing their specific goals, other than one who uses this information as a secondary. It includes data published in open sources - the official publications of government agencies, periodicals, books and records of previous studies, compiled in the firm itself, or available to it, usually for a fee. Secondary information is very valuable to its readable form, it is cheaper and more accessible. Familiarity with the new to the subject is always recommended to begin with it. However, the data processed for specific purposes, most often find themselves in terms of required in this case, the information outdated, inaccurate, incomplete, unreliable or inconvenient to aggregate [3-124].

Secondary information is the basis which to proceed independently gather the information. That is called marketing research. Marketing research is a collection, processing and analysis of primary data in order to reduce the uncertainty that accompanies the adoption of marketing decisions. Studies are the market, competitors, consumers, prices, internal capacity of enterprises. Serve as the basis of their general scientific and analytical and forecasting methods. Concrete result of the marketing research is the development, which are used in selecting and implementing the strategy and tactics of marketing of the company.

Direct market research - the most common trend in marketing research. It is conducted to obtain information about market conditions to determine the activity of the enterprise. Marketers often write that without market research is impossible to systematically collect, analyze and collate all the information required to make important decisions related to the choice of the market, the definition of sales forecasting and planning marketing activities [4-81].

The objects of study in this context are the trends and processes of market development, including analysis of changes in economic, scientific, technological, demographic, environmental, legislative and other factors. We study also its structure, geography and capacity, sales dynamics, the state of competition prevailing market conditions, opportunities and risks. The main results of market research are projections of development, the assessment of short-term trends, identify key success factors. Identifies the most effective ways of waging competition policy and to expand into new markets. Performed market segmentation , selection of target markets and market niches.

Analysis and research of consumers can identify and explore the full range of motivating factors that guide consumers in choosing goods (income, social status, age and sex structure, education). As objects are the individual consumers, families, households and organizations. Subject matter is the motivation of the consumer market behaviour and its determinants. We study the structure of consumption, the provision of goods, the trend of consumer demand. They also review the processes and conditions to satisfy the basic rights of consumers. Developments here are a typology of consumers, modelling their behaviour on the market, forecast the expected demand. The purpose of this study - consumer segmentation, selection of target market segments [6-61].

Identification and synthesis of the competition is obtain the necessary data to ensure that the benefits of the market and find opportunities for collaboration and cooperation with potential competitors. To this end, analyze their strengths and weaknesses, the study they occupy the market share of consumer response to their marketing resources (improvement of product, price changes, trademark, conduct ad campaigns, development of service). In addition, the study material, financial, labour potential competitors, the organization management. Results of such research are the choice of ways and opportunities to achieve the most favourable market position (leader, follow the leader, the avoidance of competition), the definition of active and passive strategies to achieve cost advantage or benefit from the quality of the offered goods [3-83].

Analysis of the original structure of the market is conducted to obtain information about possible mediators through which the company will be able to "attend" in selected markets. In addition to commercial, retail and other intermediaries, the company must have a correct idea of the other "helpers" in their activities in the markets.

It's freight-forwarding, advertising, insurance, legal, financial, consulting and other companies and organizations creating a combined marketing infrastructure market.

Market research products aimed at the determination of their technical and economic performance and quality demands and requirements of customers, as well as the analysis of competitiveness. Research product provides information on what the consumer wants, what parameters of the product (design, reliability, price, ergonomics, service, functionality) it is most appreciated. Along with this we can get the data for the formation of the most successful advertising campaign arguments, the choice of suitable resellers.

Data objects of research are consumer characteristics of goods and analogy products, competitors, consumer response to new products, and their prospective requirements, product portfolio, packaging, quality service, product conformity with legal regulations. Results of the study allow the company to develop its own product range in accordance with the requirements of customers, enhance its competitiveness, identify activities, depending on the different stages of the life cycle of products, find an idea and develop new products, modify manufactured products, improve labelling, to develop a corporate identity, determine how to patent protection.

The study aimed to determine the price level and the ratio of prices to be able to get the most profit at the least cost (cost minimization and maximization of benefits). As objects are the costs to develop, manufacture and marketing of goods (costing), the impact of competition from other companies and product analogues (compare feasibility and consumer settings), behaviour and consumer response to the price (demand elasticity). As a result, selected the most efficient, cost-price (domestic conditions, production costs), as well as price-earnings (external conditions) [6-63].

Investigation of product promotion and sales aims to identify the best ways, ways and means to bring the fastest product to the consumer and its implementation. The main objects here are the channels of commerce, middlemen, vendors, forms and methods of sale, distribution costs (comparison of trading costs with the size of their profits).

Study of sales promotion and advertising - is also one of the important areas of marketing research [6-64]. His goal is to identify how, when and by what means better promote sales, increase credibility commodity on the market, successfully implement promotional events. As the objects in this case is the behaviour of suppliers, resellers and customers, advertising effectiveness, the ratio of consumer society, contacts with customers. The research results provide a "policy of" public relations "(relations with the public), to create a favourable attitude towards the company, its products (to form an image) to determine the methods of formation of public demand, the impact on suppliers and intermediaries, effectiveness of communication links, including advertising.

Analysis and identification of the internal environment of the enterprise aims to determine the real level of competitiveness by comparing the relevant factors in the external and internal environment. Therefore, most marketing research involves collecting and analyzing primary data.
Generalization of marketing research consists of a complex sequence of partial actions (steps) [5-56]:

  • 1. Developing the concept of research (problem statement, defining goals and objectives).
  • 2. Receipt and analysis of empirical data (development of working tools, improved data collection, processing and analysis).
  • 3. Formation of the main findings and results of the study design.

Marketing studies suggest that the first phase should clearly articulate what is the main problem you are trying to solve. This may be a need to increase sales, the need to find out why the product is bought up a competitor is better than yours, or view on the market an entirely new product and determine the appropriate response to it. Perspective of marketing research can be derived from the type of goods and specificity of its consumption, the level of saturation of the market, promotion channels and the actions of competitors, predict future demand, the effectiveness of advertising, price levels needed to implement the product, identify potential consumers of your product. Consequently, the task is study the first of those problems that affect the current state and further development of the market.
Conclusion

In general, the problem of marketing research can be reduced to the determination of the potential buyers of your product, location and size of the funds that they are inclined to pay for this product, the reasons for its purchase. Also, you need to know which communication tools you can use to appeal to potential buyers. The need for these data is due to the following reasons: failure to place advertising in all media and the need to deliver the product within the existing distribution system.

From the general formulation of problems and in fact the prevailing market situation depends on the purpose of research, which is derived from strategic marketing units of the company and is aimed at reducing the level of uncertainty in making management decisions. Full program of market research is not necessary for all, without exception, the data that you want to get. This should reflect the degree of necessary information, the cost of its acquisition and value for your purposes [2-56].

Considering ate basic concepts associated with the information necessary to perform marketing activities, be sure to create a system of marketing information. Marketers have to agree with P. Kotler, who defines a system of marketing information, as a permanent system interconnection of people, equipment and teaching techniques. These techniques are designed to collect, classify, analyze, evaluate and disseminate relevant, current and accurate information for use by managers in marketing with a view to improving the planning, implementation in practice and control over the execution of marketing activities.

References

  • 1. E.Mardanova Marketing information system as a basis for business decisions / / Marketing and Marketing Research, 2007. - № 3. - p.144-150.
  • 2. Pankrukhin A.P Marketing. - M.: Omega-L, 2005. – 656p.
  • 3. N.Y.Kolyujnovoy A.Y. Yakobsona Marketing: The overall rate М.: Оmeqa-L, 2006. – 476 p.
  • 4.N.D.Eriashvili Marketing. Principles and technology marketing in the free market system: -M.:Banks and stock exchanges, Unity, 2008. – 255p.
  • 5.I.Gerchikova Methods of conducting market research / marketing, 2005. - № 3. - p.56-62..
  • 6.A.Qorelova Marketing research: a multidimensional view / Marketing, 2007. - № 6. - p. 59-68. 
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