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Essay / Research Paper Abstract
This 5-page paper discusses potential marketing strategies for McBride Financial Services. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTmcbrmark.rtf
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Unformatted sample text from the term paper:
professionals who are purchasing either a primary or secondary residence; retirees acquiring a first or second home and families/individuals interested in acquiring recreational properties. Once the applicant has been approved,
McBride Financial Services also offers a credit report, home inspection and appraisal and a low-rate mortgage. The applicant doesnt get off scot-free, however; the charge for this process is a
fixed price of $1,500. Though this might seem like a bit of money up-front, many mortgage companies and lenders take their funding from the back end of a home sale,
after they underwrite a loan. This is called "points," and its the cost, to the borrower, to borrow money (in addition to the interest rate, of course).
McBride Financial is fortunate in a way; the company already knows its target market. But what it needs to do is to understand what motivates this
particular target market when it comes to applying for a mortgage. To learn more about the audience, McBride Financial should undertake different kinds of market research.
Mention the words "market research" and what might come to mind are those annoying questionnaires that come in the mail, those annoying phone calls that come right
when one is sitting down to dinner or that lovely, but annoying, young woman in the shopping center who approaches a customer with a clipboard to ask for just a
few minutes of that persons time. All of these activities are market research-driven. But the true definition of market research is a systematic and objective collection and analysis of data
about a variety of topics such as the target market, the environment and so on (DJS Research Ltd., 2009). There are a variety of market research techniques to tap into.
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