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Essay / Research Paper Abstract
A 15 page paper that not only addresses issues directly associated with IKEA home furnishings company but also provides explanations of a variety of aspects of marketing. These include: marketing systems and marketing research; internal sources of marketing information; IKEA product differentiation strategies; product life cycle, including explanation of the four stages in the cycle; distribution channels; Online marketing and its values; definition of different terms, such as product hierarchy; the differences in marketing services versus goods; pricing strategies; price elasticity of demand. Bibliography lists 17 sources.
Page Count:
15 pages (~225 words per page)
File: MM12_PGIKEA.rtf
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Unformatted sample text from the term paper:
as possible.] 1. Marketing Information Systems & Marketing Research A marketing information system assembles bits of disparate data and turns it into a coherent body of information (Food and
Agriculture Organization of the United Nations, nd). Kotler defined this system: "A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse,
evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control" (Food and Agriculture Organization of the United Nations,
nd). There are four core components in a marketing information system: 1.) internal reporting systems; 2.) marketing intelligence system; 3.) marketing research system; and 4.) marketing models " (Food and
Agriculture Organization of the United Nations, nd). Most industrialized countries use a variety of computer applications to perform the activities involved in the marketing information system. Marketing research is
a systematic process that allows a company to understand its market and its environment (The Evergreen State Society, 1998). Marketing research is different than market research. The latter is for
the purpose of learning specifically about the market for the product, such as the demographics of people who would buy it (The Evergreen State Society, 1998). The former is a
much broader term that covers the entire marketing environment (The Evergreen State Society, 1998). A well-constructed marketing research project will result in alternatives the company can use for marketing its
product or service (The Evergreen State Society, 1998). The marketing manager depends on research to develop marketing plans for the product. What advertising media to use; what information to
include in the promotion of the product; when to advertise; and a host of other decisions are made by the marketing manager based on the marketing research results. Good market
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