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Essay / Research Paper Abstract
This 4-page paper analyzes an article linking marketing research to marketing strategies. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTremstr.rtf
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Unformatted sample text from the term paper:
surface, this makes a great deal of sense - with successful marketing and customer management requiring the product or service to meet the customers needs, the best way to find
those needs is to go straight to the customer (Connell, 2002). Furthermore, its been shown that companies that rely on market research, in one way or another, are more successful
(Connell, 2002, see also Shaw, 2000). In the article "Cognition-in-context: Reorienting research in business marketing strategy," authors Paul Matthyssens and Koen Vandenbempt
point out that there is a definite connection between research methodologies when it comes to marketing strategies and formulation of those strategies themselves.
The authors also point out, through their research, that marketing researchers must go beyond simply reporting the facts through statistics, and should work to "uncover new relationships among key
dimensions of market strategy" (Matthyssens and Vandenbempt, 2002, p. 595). Why the need for a more interpretive approach from the researchers point
of view? The authors point out a few reasons, one involving the fact that with globalization and increasing competition, the very role of marketing is changing as well - meaning
researchers can help in terms of finding relationships when it comes to customer needs and wants (Matthyssens and Vandenbempt, 2002). Another reason, the authors point out, is because such connections
provide more relevance to managers who are involved in developing strategy (Matthyssens and Vandenbempt, 2002). Because "management science" has become remote from every day activities, there needs to be a
way to bridge the gap, as the authors put it (Matthyssens and Vandenbempt, 2002). The authors go further, suggesting the need for
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