In this article we will discuss about:- 1. Process of Marketing Research 2. Scope of Marketing Research 3. Advantages or Benefits 4. Importance. Process of Marketing Research : Marketing research is the process of the use of scientific methods for enquiring into the marketing problems and their solutions. According to Philip Kotler, the marketing research process with five distinct steps [...]
The following points highlight the three major problems associated with marketing channels. The problems are:- 1. Consumers' Needs 2. Choice of Marketing Channels 3. Problems of Distribution Methods. Problem # 1. Consumers' Needs: The consumers in general are scattered and their needs and expectations are varied. They choose to buy their goods from those who serve them best. Here, the [...]
In this article we will discuss about the concept of product mix and the factors influencing it. Concept of Product Mix: Product mix refers to the depth and width of product policy of a company. It is concerned with product diversity, i.e. how far a company can or should diversify its products. It is defined as "the composite of products [...]