Marketing Research on the New Volkswagen Golf Essay -- Business Manage

commercializeing Research on the New Volkswagen Golf Marketing inquiry aims to take some of the risk give away of merchandisedecisions by providing information that can form part or the entirebasis of decision-making. It is applicable to all aspects ofmarketing-mix decisions and should be an integral part of the sourof formulating marketing strategy. Marketing research by definition isthe function that links the consumer, customer and public to themarket by information- information used to identify and tracemarketing opportunities and problems generate, refine, and evaluatemarketing actions monitor marketing performance and improveunderstanding of marketing as a process. Marketing researchesspecifies the information required to shout these issues designsthe method for collecting information manages and implements thedata-collection process analysis the result and communicate thefindings and their implications. (Source American Market Association1987)Divisions of Marketing Res earchMarket research leave information on market segmentation, brandsshares, customer characteristics and motivations, competitors brandsshares.Advertising and promotion research provide information on the mostsuitable method of promotion, media, and the effectiveness of the communication theory in achieving objectives.Product research provides information on opportunities for newproduct development, product design requirements, and comparativeperformance.Distribution research provide information on suitable distributionmethods, the appropriateness of channel members, the best location forwarehouses and retail outlets.Sales research provide information on the effectiveness of salesmethods and techniques, establishing sales territories, the adequacyof remuneration methods, sales training requirements.Marketing environment research provide information on politicalinfluences, economic influences, social influences, technologicalinfluences.Market ResearchMarket research is a systemati c, objective collection and analysis ofdata about the target market, competition, and environment with thegoal being increases understanding through the market researchprocess, a variety of related or non-related facts can be obtained bythe data collection to guide the business decisions. Market researchis not an activity conducted only once it is an on... ... for2004. Advertisements were carried out from both national wide andworld wide through newspapers, magazines, radio stations, televisions,and internet. Discounts on basic models such as 1.6 S. Typical 0% APRon selected models such as 1.6 S, 1.9 TDI. Purchasing price alsoincludes 3year/60000miles warranty.ConclusionFrom the example illustrated we could understand that to make a pose and appropriate decision, we have to first of all carry out aseries of market research using technical methods such as the bone upanalysis and market segmentation to provide information which can beused to estimate the marketing policy. Thus, mar ket research providesthe basis if early stages of marketing planning, it is an essentialstep for the whole marketing research process.Reference Tony Proctor, Essential of marketing research, Second edition. Wright & Crimp, The marketing research process, fifth edition. www.vw.co.uk http//www.germancarfans.com/news.cfm/newsid/2030923.001/ paginate/1/lang/ eng/volkswagen/1.html http//townhall-talk.edmunds.com/direct/view/.ee9a960/510 http//www.cbsc.org/ontario/english/search/display.cfm?Code=4013&coll=FE_ FEDSBIS_E