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they can dictate terms and even bar the manufacturer from
certain markets.
Customers. Themarketer needs to know what people are
involved in the buyingdecision and what role each person
plays. For many products,it is not difficult to identify the
decision – maker. Men normally choose their own shoes and
women choose their own make- up. However, some products
and especially new ones may involve more than one person in
decision- making.
Competitors.A company’s marketing system is greately
influenced by a hos of competitors. The best way for a
pompanyis grasp the full range of its competition is to take the
viewpoint of a buyer.
There are four steps in the market reseach process: 1.
defining the problem, 2. developing the reseach plan, 3.
implementing the plan, and 4. interpreting and presenting the
findings.
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