Marketing Research on the New Volkswagen Golf

Marketing Research on the New Volkswagen Golf

Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision-making. It is applicable to all aspects of marketing-mix decisions and should be an integral part of the process of formulating marketing strategy. Marketing research by definition is the function that links the consumer, customer and public to the market through information- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing researches specifies the information required to address these issues; designs the method for collecting information; manages and implements the data-collection process; analysis the result; and communicate the findings and their implications. (Source: American Market Association

1987)

Divisions of Marketing Research

Market research: provide information on market segmentation, brands shares, customer characteristics and motivations, competitors’ brands shares. Advertising and promotion research: provide information on the most suitable method of promotion, media, and the effectiveness of the communications in achieving objectives.

Product research: provides information on opportunities for new product development, product design requirements, and comparative performance. Distribution research: provide information on suitable distribution methods, the appropriateness of channel members, the best location for warehouses and retail outlets.

Sales research: provide information on the effectiveness of sales methods and techniques, establishing sales territories, the adequacy of remuneration methods, sales training requirements.

Marketing environment research: provide information on political influences, economic influences, social influences, technological influences. Market Research

Market research is a systematic, objective collection and analysis of data about the target market, competition, and environment with the goal being increases understanding through the market research process, a variety of related or non-related facts can be obtained by the data collection to guide the business decisions. Market research is not an activity conducted only once; it is an on...

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2004”. Advertisements were carried out from both national wide and world wide through newspapers, magazines, radio stations, televisions, and internet. Discounts on basic models such as 1.6 S. Typical 0% APR on selected models such as 1.6 S, 1.9 TDI. Purchasing price also includes 3year/60000miles warranty.

Conclusion

From the example illustrated we could understand that to make a correct and appropriate decision, we have to first of all carry out a series of market research using technical methods such as the SWOT analysis and market segmentation to provide information which can be used to estimate the marketing policy. Thus, market research provides the basis if early stages of marketing planning, it is an essential step 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/page/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