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Essay / Research Paper Abstract
This 14 page report discusses the importance of marketing research in terms of planning for the future and providing for an overall and integrated marketing effort. This report uses the examples of “super-stores” and warehouse clubs and the ways in which consumers take advantage of their products and services. Bibliography lists 6 sources.
Page Count:
14 pages (~225 words per page)
File: D0_BWapmark.rtf
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Unformatted sample text from the term paper:
component that they are. Companies such as Nordstom, Starbucks Coffee, and Lands End have become famous and successful through their acknowledgment that people want and need to be treated as
unique and special individuals. Despite the sometimes overpowering prevalence of cookie-cutter restaurants, clothing stores, shopping malls, and book stores people still know that they are unique (even if others
arent). As a result, organizations that treat each of these individuals as just so much grist for the mill have begun to be worn down by the sure and
steady commitment to customer service that the less "trendy" but more committed organizations have exhibited. This ideology can certainly be applied when the organization operates on a much larger scale
such as that demonstrated by the discount super-stores which are the focus of this report. Just like everybodys grandmother or high school history teacher used to say "if you fail
to plan, you should plan to fail." A successful business plan not only should but must always incorporate the marketing function into its strategies and calculations. The greatest
product with the most features is not going anywhere without the equally great support of an exciting and compelling marketing campaign. Likewise, the best possible prices or product availability are
meaningless of potential customers are unaware that a certain organization consistently has those particular features. Marketing and planning working together provide a vision of the future and what the future
can be, Therefore, planning is also an absolutely essential component of any marketing research effort. Because a successful marketing plan assures the publics willingness, enthusiasm, and word-of-mouth support of
an organizations product or service, it is necessary to know as much as is humanly possible regarding the population being targeted. Following a carefully designed and executed strategic plan for
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