Principles of marketing/PMKT102/Session2
Dear student
Welcome to Session 2 of the syllabus on Researching customer needs and preferences. These instructions are for your independent study before the course starts. If you have just joined us, you will find copies of the instructions for the previous sessions on the course site.
INSTRUCTIONS FOR THIS SESSION
The goal of marketing research is provide management with actionable, relevant, accurate, reliable, valid, and current information. Marketing research process spans various stages. Savvy marketers also observe and document the impact of marketing activities as the marketing plan is implemented, resulting in additional customer data (or feedback). This feedback is valuable (as it is often costly to obtain, and provides critical insights that could affect the financial success of the product or service). Marketers use customer feedback to tweak, modify and improve their marketing efforts. Many products have experienced failure in the marketplace, because customer feedback was not available nor acted upon.
- Work through the learning materials
- Complete the learning challenge
NEED HELP?
Post your questions using WEnotes or PMKT102 forum. Remember to include the url of the page where you are having problems.
As always if you can help a fellow student by answering a question in the forum please do. Students are based anywhere in the world and facilitators are often not in the same time zone.
I hope you enjoy this section.
Your facilitator
Randy Fisher
