Kudler Fine Foods has experienced a significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers. The American Marketing association states that "marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and collecting for managing customer relationships in ways that benefit the organization and its stakeholders" (Kerin-Hartley-Berkowitz-Rudelius,2005). Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.
The relative value of market research
Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions (Kerin-Hartley-Berkowitz-Rudelius, 2005). Many service organizations have embraced relationship marketing with its focus on maximizing customer lifetime value. In order to achieve their continuing catering service, Kudler needs to focus on new initiatives, marketing communications, and marketing research. When they do not have enough marketing research for evaluate new challenges, Kudler cannot integrate catering service with a better perspective. It is important to managers who require a better understanding of the relationship between satisfaction and the duration of the provider-customer relationship to identify specific actions that can increase retention and profitability in the long run.