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Case Study Marketing Research

1571 words - 7 pages

Case Study Marketing ResearchMediante el ensayo que se presenta a continuación estará analizando la importancia del Marketing Research en el desarrollo y expansión de TV Guide una revista semanal orientada hacia los programas televisivos. Se estará identificando áreas donde se necesitara ser más riguroso en el Marketing Research, además se hará un análisis de la importancia del Competitive Intelligence, en adición las estrategias y tácticas de mercadeo para el desarrollo y éxito de TV Guide.El Marketing Research es una herramienta imprescindible para poder aplicar el concepto de marketing en la empresa. En ...view middle of the document...

Por lo antes expuesto es de suma importancia hacer un buen Marketing Research para poder tener un feedback si en realidad las estrategias y tácticas utilizadas en la compañía TV Guide son las mismas que se puedan desarrollar e implementar, y que puedan funcionar en la introducción y el desarrollo de las nuevas tecnologías, particularmente la televisión por cable, satélite y el Internet, tomando en consideración la localización geográfica, clase social, costumbres y densidad poblacional. Porque necesariamente el concepto que obtiene éxito en alguna área especifica va atener el mismo éxito en otra área.El marketing se ocupa de la gestión de la demanda. Por consiguiente, la investigación de marketing puede versar literalmente sobre cientos de diferentes temas relacionados a la demanda. Las posibilidades de investigación se encuentran en el mismo seno de la función de marketing, en el ambiente que le rodea dentro de la organización y en el ambiente exterior. (Patrick F.,1996).Las categorías más importantes de investigación dentro de la función de marketing son los mercados a los que van destinados los productos o servicios, las ofertas de productos/servicios, la distribución, la fijación de precios, la promoción y la investigación misma de marketing. Entre las facetas del ambiente de la propia organización que merecen investigarse están la misión; objetivos; filosofía de funcionamiento; estructura de la organización; redes de comunicación; asignaciones o distribuciones de recursos; imagen pública; y métodos de planificación, implementación, análisis y control.Otra área que se debe considerar para un Marketing Research adicional sería la de investigar la introducción al mercado, crecimiento, y madurez, se caracteriza por costos contraproducentes, ventas reducidas y disminución de precios y ganancias. Hay que estudiar esos gastos más a fondo y verificar si los gastos de advertising están cumpliendo con los objetivos trazados.Las posibilidades de aplicación en relación con las influencias del ambiente exterior a la organización engloban las acciones de las empresas de la competencia condiciones políticas y jurídicas, adelantos tecnológicos, circunstancias económicas, influencias socioculturales y circunstancias naturales.La importancia que tiene hoy día el Competitive Intelligent en el ámbito empresarial de hoy, se encuentra saturado de hechos y sucesos, de los cuales algunos son relevantes y la mayoría no son utilizables o significativos. Los sucesos relevantes deben ser utilizados para obtener informes breves, oportunos y útiles. El proceso de inteligencia parte de la...

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