Mike-Chapter4--RETL351--2010

Mike-Chapter4--RETL351--2010 - Chapter 4 Exploring Your...

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Unformatted text preview: Chapter 4 Exploring Your Market Market = those people or organizations that may be interested in buying a product or service, have the resources to buy it, and are permitted by law or regulation to do so.  Marketing = satisfying the customer at a profit The business function that identifies your customers and their wants and needs The engine that drives ALL business decisions SENIOR CITIZENS YOUNG PROFESSIONALS Primary = research conducted directly on a subject or subjects  Secondary = research carried out indirectly through other existing resources Personal interviews  Telephone surveys  Written surveys  Focus groups  Observation  Tracking  Review of books and records Online searches  Article and book searches  Trade associations, chambers of commerce and public agencies  Competitor Web sites Use market research to find out:...
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This note was uploaded on 01/19/2011 for the course RETL 351 taught by Professor Miles during the Spring '10 term at Columbia SC.

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Mike-Chapter4--RETL351--2010 - Chapter 4 Exploring Your...

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