Marketing Audit Example

Topics: Marketing, Marketing research, Rate of return Pages: 3 (651 words) Published: May 15, 2011
1. explain how information technology puts powerful tools in the hands of global martekers.

technology is very important in now times this is why in every area of the business technology is a very important tool, information technology and international marketing are working very closely; information technology innovations is improving marketing process and the way we interact with the customers. So thanks to information technology markters now have more information about customers and they can reach them easily due to data bases. Also information technology has changed the competitive environment, consumers have more information about competitive offering, also thanks to internet a new way of marketing has emerged and new ways to reach the consumer.


2. what is the difference between existing, latent and incipient demand? how might these differences affect the design of a marketing research project? Existing demand where there are existing suppliers; latent demand, where there is a need or desire that is not currently satisfied because there is non suitable supplier; and incipient demand that is the demand in which certain trends project shows an emerging need but customers are not really aware of it. when designing a marketing research we have to make sure what kind of market we are dealing with and which type of demand, if the market is mature and the demand is existing the consumer is already familiar with the products and the strategy to be used is different than if the demand is existing and the needs of the consumers hasn't been satisfied. Also the approach to the different kind of demand will be different and the knowledge that we have form the different markets will make the research more successful. In the marketing research we could include how is the actual demand or we can investigate how will be the future demand. in conclusion marketer could focus their marking research in the deemed estimation, to determinate how is the approximate...
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