MKT 421 - Marketing Week 2

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What is marketing research? How has the Internet affected marketing research? As part of your answer, address time, cost, approaches, and validity. Why is marketing research important to developing marketing strategy?

 

What is competitive intelligence? What is the importance of competitive intelligence and analysis in modern-day marketing? How can a company’s marketing organization ensure that it is able to identify newly emerging competitors in time to plan and execute an effective marketing strategy in response to these competitors?

What are the different types of buyers and consumers? How does the type of buyer or consumer affect marketing strategy? As part of your response, consider the characteristics of buyers and the factors that influence their purchasing decision. How can an organization ensure that their market strategy is appropriate for their target market?

 

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