Defining Marketing Research Paper

Essay by hilaribUniversity, Bachelor'sA-, February 2008

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Marketing affects our day to day life. Everywhere people go they see brand names. From the computers they use complete their work to the restaurants they eat in even the vehicles they drive. Understanding that marketing is not just advertising and brand recognition is important to business success. Marketing encompasses all aspects of a product and services from conception to advertising to production. When considering the importance of marketing on organization success, marketing can be defined in a few ways. This paper will provide multiple definitions and examples of marketing and their affect on organizational success.

Marketing can be separated into two sections Micro and Macro Marketing. "Micro-marketing is the performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client"(Perreault Jr & McCarthy, 18). Micro marketing focuses on customers and the businesses that provide services or products to the consumer.

Micro-marketing brings focus on determining customer wants or needs. Within a business customer or consumer research is critical to determine the needs that shape consumers purchasing habits.

GE Healthcare has a standard marketing research process to perform voice of customer VOC sessions. These sessions are geared to determine consumers past experiences, since people tend to satisfy their needs based on past experience. The more the business researches the common needs of the customer the easier it will be to determine ways to influence their wants. "In other words, a chief goal of a marketing manager's job is to stimulate customers' "wants" for a product or service by persuading the consumer that the offering can help them better satisfy one or more of their needs"(Business Reference [BR], 2008).

Unlike Micro-marketing where the goal is to help sway consumer wants Macro-marketing...