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Essay / Research Paper Abstract
This 4-page paper describes how research and technology have changed organizations - and in this case, the technology was used to focus on consumer marketing preferences. Bibliography lists 1 source.
Page Count:
4 pages (~225 words per page)
File: D0_MTorchte.rtf
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Unformatted sample text from the term paper:
technology in a specific business. In the article "Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review" by Allan D. Shocker and V. Srinivasan, well examine the changes
that firms undergo in attempts to evaluate and design offerings for stronger customer satisfaction and ultimate corporate profitability. The article, by the way, was published in the May 1979 issue
of the Journal of Marketing Research. Back in 1979, the authors pointed out that most companies, when it came to understanding wants
and desires of a particular target market, needed to design its offerings to reach that particular market; but in reality, the process, at the time, seemed to be reversed (and
still seems to be reversed, in many ways, today). The point that the authors made here was that customer inputs needed to be used at the earliest stages when it
came to development of a product (and a marketing plan) -- which the authors termed as "proactive" research, as the initial purpose of this was to develop an understanding of
the customers decision-making process in order to better develop a product, service or even marketing plan to help promote the marketing process in a stronger method.
The authors have pointed out that the conventional research of the time had worked toward obtaining evaluations of other proposals, as opposed to modeling the basis
for other proposals. But proactive research, they point out, is useful for evaluating original proposals, while allowing the researcher him/herself to "predict reactions to proposals for which data were not
explicitly collected" (Shocker and Srinivasan, 1979, 159). Throughout their paper, therefore, the authors worked on analytic approaches that were geared toward extensive customer inputs, and could be used for concept
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