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Essay / Research Paper Abstract
This 12 page paper discusses a statement made by a senior management of a UK charity organisation "we have no time for marketing research", identifying the pertinent issues in the scenario and explaining the significance of marketing techniques in addressing these issues. The paper shows how marketing research may take up some time and resources but may make a net contribution to any organisation. The bibliography cites 11 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEmarketing.rtf
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Unformatted sample text from the term paper:
causes are wide ranging and may include helping children, those will illnesses, saving the environment or protecting animals. Charities are also some of the most powerful non government organisations (NGOs)
that not only have a direct social benefit but also seek to have an indirect impact with the use of political power seeking to influence governments. Examples may include Oxfam,
the Red Cross, Save the Children Fund and even the World Wildlife Fund. All have charitable status. The reason for their success may be the worthy cause, but it is
also the practical support and recognition given to the name. To gain the support donations and creditability to be seen as influential required effective communication so that the supporters had
knowledge f other existence and knew how to support the charity. For many charities there may be the attitude of "we have no time for marketing research", many charities
spend a large amount of time dealing with emergencies, even where there is not a national emergency many of those to whom the charity directs its efforts need immediate help.
Most charities understand they need to consider marketing theory, but this may be seen as an evil necessity, market research may be seen as both time consuming and taking up
valuable resources that could be used for the charitable cause. Therefore, market research may be resisted. However, if we look at marketing theories and how we can apply them to
a charity the way they can add long term value, and the way they are already used, but possibly not identified in such terms, can be appreciated. Charities
will start at a specific point, usually in response to a particular need. Just as any new product or service needs to be marketed when it starts up, so does
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