By Neil Richardson, Ruth Gosnay

ISBN-10: 0749462426

ISBN-13: 9780749462420

The combo of marketplace fragmentation and over-supply skill the necessity to comprehend shoppers is bigger than ever. Develop your advertising Skills addresses key modern advertising concerns in a fashion that permits readers to enforce actual alterations to their organizations. 

Covering product administration, marketplace examine, communications, and pricing views, the textual content provides insights into how theories and instruments paintings in genuine company scenarios. The authors exhibit the right way to enhance shopper pride and spotlight well timed concerns reminiscent of sustainability.  

With transparent diagrams, bankruptcy summaries and urged activities, this book offers a complete advent to the selling field. 

Now together with a loose software for iPhones that gives extracts from nine books within the Sunday instances developing good fortune sequence, rates and assistance from the specialists.

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Extra info for Develop Your Marketing Skills: Understand Contemporary Marketing; Apply Theories and Principles; Use Research to Make Informed Decisions (Creating Success)

Example text

Marketing research The term ‘marketing research’ is very broad and encompasses many different ‘types’ of research you may be able to use, so let’s consider some of them. 40 Develop your Marketing Skills Market research This is research specifically undertaken on the market, market size, volume or value of the market. This type of research is particularly useful when you have the responsibility of researching brand new markets that may be ripe for entry. Alternatively, if you change jobs, you may need to get a feel for the market and this type of research can really focus in on the key features of the specific market in which you operate.

Qualitative research is often used to ascertain consumers’ feelings about new products or services. It’s important to understand at this early stage whether you require qualitative or quantitative data – or perhaps the use of both, which in reality is often the most suitable course of action. However, the choice is governed by your problem and your chosen research objectives. Once you’ve made your choice, you then have to undertake the collection of primary data, which is quite a skilled task with a variety of methods or techniques.

An effective marketer would understand, for example, that the purchase of a new car is a serious decision that is risky financially, socially and personally. So, to help reduce the amount (or at least the perception) of risk with decisions and to make consumers feel more informed and comfortable, marketers should provide a wide variety of additional materials and activities to relay the benefits on offer. It’s about the benefits that solve customer problems, not simply listing features. 33 Customers In All Their Glory When they buy a loaf of bread, consumers don’t have magazines or colourful brochures available on the shelf to help with the decision-making process.

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Develop Your Marketing Skills: Understand Contemporary Marketing; Apply Theories and Principles; Use Research to Make Informed Decisions (Creating Success) by Neil Richardson, Ruth Gosnay


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