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Marketing: the importance to a company of researching consumer tastes and trends

admin2010-02-11  77
问题 Marketing: the importance to a company of researching consumer tastes and trends
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答案Suggested answers: a．Researching consumer tastes and trends is very important. I say so because you have to do market research before you start a business. When you undertake market research and to assess the results with great care, you need to find out about your potential customers and the state of the market include your competitors. The more detailed your market research are, the more profitable your business is likely to be. Carry out your study thorough, and repeat it to ensure your results are reliable. If you do it, you’ll get to know your target consumers and your competitors. b．In my view, it is necessary for companies to research consumer tastes and trends. As we all know, consumers look for the best values for what they spend while producers seek the best price and profit for what they have to sell. Changes in the consumer have a very direct effect on the success of various approaches in sales and sales management. Many different forces are working to alter the buying behavior of the modern consumer. If you don’t know the consumer tastes and trends, you cannot re-orientate your production, and you cannot produce marketable products. c．Market research is very important. International companies are all too often blind to local needs. We now in a market in which technology-enabled consumers can now engage themselves in an active dialogue with manufacturers—a dialogue that customers can control—companies have to recognize that the customer is becoming a partner in creating value. The companies need to know how the shifting role of the consumer affects the notion of a company’s core competencies. Where previously, businesses learned to draw on the competencies and resources of their business partners and suppliers to compete effectively, they must now include consumers as part of the extended enterprise. d．Market research is crucial to the business strategy. Companies must research consumer tastes and trends, if they want to make profits. If they do market research, they are far more likely to provide goods or services catering to the consumers’ needs. In theory, unless they can provide goods or services of a quality and price to compete with others, they are driven from the market, so only the most efficient and those who best serve the public remain in business. If they don’t do market research, they are most likely to get nowhere.
解析 market research市场调研。catering to the consumers’ needs迎合消费者需要。potential customer潜在的客户。business strategy企业策略。
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