Distributing and Using Marketing Information Kotler 169 But marketing managers

Distributing and using marketing information kotler

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Distributing and Using Marketing Information (Kotler 169) But marketing managers may also need nonroutine information for special situations and on-the-spot decisions. For example, a sales manager having trouble with a large customer may want a summary of the account’s sales and profitability over the past year. Or a retail store manager who has run out of a bestselling product may want to know the current inventory levels in the chain’s other stores. These days, therefore, information distribution involves entering information into databases and making it available in a timely, user-friendly way. (Kotler 169) 5  OTHER MARKETING INFORMATION  CONSIDERATIONS (Kotler 170) Marketing Research in Small Businesses and Not- for-Profit Organizations They can scour competitor and customer websites and use Internet search engines to research specific companies and issues. In summary, secondary data collection, observation, surveys, and experiments can all be used effectively by small organizations with small budgets. However, although these informal research methods are less complex and less costly, they still must be conducted with care. Managers must think carefully about the objectives of the research, formulate questions in advance, recognize the biases introduced by smaller samples and less skilled researchers, and conduct the research systematically. 32
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International Marketing Research International marketing research has grown tremendously over the past decade. International researchers follow the same steps as domestic researchers, from defining the research problem and developing a research plan to interpreting and reporting the results. However, these researchers often face more and different problems. Whereas domestic researchers deal with fairly homogeneous markets within a single country, international researchers deal with diverse markets in many different countries. These markets often vary greatly in their levels of economic development, cultures and customs, and buying patterns. In many foreign markets, the international researcher may have a difficult time finding good secondary data. Whereas Canadian marketing researchers can obtain reliable secondary data from dozens of domestic research services, many countries have almost no research services at all. Some of the largest international research services do operate in many countries. For example, The Nielsen Company (the world’s largest marketing research company) has offices in more than 100 countries, from Schaumburg, Illinois, to Hong Kong to Nicosia, Cyprus. 33 However, most research firms operate in only a relative handful of countries. Thus, even when secondary information is available, it usually must be obtained from many different sources on a country-by-country basis, making the information difficult to combine or compare.
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