What's In It For Me?

By Author: maria Gini
Total Articles: 505
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Quite often people who have been in business for several years, having built it up from scratch, resist the suggestion that the growth of their business could be expedited by conducting some marketing surveys . They are unwilling to accept that their business can actually benefit from market research surveys . Their attitude is that since something/s has worked all these years that is what the buying public wants and will keep buying.
In a classic piece of writing called Marketing Myopia , Theodore Levitt referred to a manufacturer of buggy whips who felt that since people will always need to travel, buggy whips will never lose their utility. It is a matter of history that people travel even more a century later, only buggies went off the roads donkeys' years ago!
So why survey the market? The reasons are many and most of them probably impact you as much as the next person. Since the crux of marketing is to service the needs and wants of the buyer at a profit to the seller, you obviously need to stay abreast of what the customers' needs and wants are. To pitch your products/services ...
... to the aspirations of the customer, you need to research through a market research survey if and how those aspirations have changed.
Over the decades, more and more facets of a marketing mix have been researched, both before and after the launch of products, through market surveys . These could refer to the packaging, pricing, promotion campaigns, even channels of distribution to find out what worked and what didn't. This might influence decisions about playing up on some winning angle in future promotional campaigns or lead to modifications in even the design of a product.
If the sales promotion campaign had included some kind of premium or incentive, a market research survey would be needed to evaluate how significantly it enhanced response rate. It is imperative that the information obtained through customer surveys be utilized to modify aspects of marketing mix and/or service/s offered as expeditiously as possible in order to maintain the faith and trust of your customers.

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Internexium provides cutting edge solutions for Mobile Surveys, free online surveys, text survey , sms survey, customer satisfaction surveys .