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Essay / Research Paper Abstract
A 3 page paper discussing aspects of marketing research that a small grocery business could consider. The marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place, and the total perspective that each form combines to provide can enlighten Kudler Fine Foods' marketing efforts. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgResKud.rtf
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Unformatted sample text from the term paper:
marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place, and the total perspective that each form combines to
provide can enlighten Kudler Fine Foods marketing efforts. Internal Data Kudler may not have the capability to conduct extensive tests of consumer buying
behavior based on checkout totals as Wal-Mart does, but it certainly knows what it places on shelves and what it needs to restock most frequently. This can provide the
basis of what the store is doing at present and can provide immense insight into the kinds of things customers are buying. Though
Kudler may not be able to determine what customers are buying together (i.e., eggs and cake mix), their internal data generated from their own business activity can provide insight into
what their own customers want from them. Marketing Intelligence External environmental factors can be crucial to the marketers ultimate success in promoting a
specific product or organization. Marketing journals, trade publications, news stories and other external sources of information can lead marketers to be more aware of conditions outside their own organizations
or industries, so that they can lead their own organizations to higher levels of positive business results. Social factors include demographics and "cultural
aspects of the external macroenvironment ... [and] affect customer needs and the size of potential markets" (PEST Analysis, n.d.). Businesses are charged with social responsibility now as never before.
Formerly a "nice" thing to do, large multinationals now are expected to fill a social role. Local grocery stores can do the same by supporting local schools, Girl
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