{"id":4084,"date":"2016-01-23T03:12:40","date_gmt":"2016-01-23T03:12:40","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&p=4084"},"modified":"2017-07-21T18:02:29","modified_gmt":"2017-07-21T18:02:29","slug":"why-it-matters-marketing-information-and-research","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/why-it-matters-marketing-information-and-research\/","title":{"raw":"Why It Matters: Marketing Information and Research","rendered":"Why It Matters: Marketing Information and Research"},"content":{"raw":"

Why learn about marketing information and research?<\/h2>\r\n

\"930136784_ab4699e678_b\"<\/a><\/h2>\r\nYour uncle\u00a0Dan owns an independent bookstore called Bookends in Seattle, Washington. <\/em>You drop in to see him whenever you're in the neighborhood\u00a0to catch up and borrow\u00a0some\u00a0graphic novels. (That's you in the picture.)\r\n\r\nWhen you visit this time, Dan\u00a0sits you down in a corner and tells\u00a0you he\u00a0needs help.\u00a0\"Sales are down,\" he says, \"and rent's going up. It's killing me. I'd say I've got six months to turn things around or I'm done. The end of Bookends. You still learning about marketing?\u2014your mom said you're taking a class. Got any bright ideas? Maybe some whiz-bang\u00a0advertising?\"\u2014he\u00a0grins and punches you lightly on the shoulder.\r\n\r\nYou start to tell him that marketing isn't just\u00a0advertising . . . but instead you say, \"I don't know, Dan. I'll have to think about it.\"\r\n\r\nSo, you\u00a0do think about it. You don't know everything about marketing yet, but you've learned this: Your uncle\u00a0needs to understand his customers\u2014that's where marketing starts and ends. Who are Dan's\u00a0customers, and what's up with them? Why aren't they buying as much as they used to? How can you find out more about what they want?\r\n\r\nThese are big, important questions. For now, they all have one answer: marketing information and research.\r\n\r\nRead on if you want to save your uncle's bookstore . . .\r\n\r\nMarketing information and marketing research are tools that organizations use to understand what's happening in the markets they serve.\r\n\r\nWhy do marketing information and research matter? Because no one has all the answers all the time. Because people and attitudes and behaviors change. Because customers, competitors, the economy, and other factors can all affect your success. Marketing is an increasingly data-rich field, and these days, doing it well means using all the information\u00a0you can to gain insights into what your customers want and how you can give them\u00a0value. Without that information, you're trying to shoot a target in the dark.","rendered":"

Why learn about marketing information and research?<\/h2>\n

\"930136784_ab4699e678_b\"<\/a><\/h2>\n

Your uncle\u00a0Dan owns an independent bookstore called Bookends in Seattle, Washington. <\/em>You drop in to see him whenever you’re in the neighborhood\u00a0to catch up and borrow\u00a0some\u00a0graphic novels. (That’s you in the picture.)<\/p>\n

When you visit this time, Dan\u00a0sits you down in a corner and tells\u00a0you he\u00a0needs help.\u00a0“Sales are down,” he says, “and rent’s going up. It’s killing me. I’d say I’ve got six months to turn things around or I’m done. The end of Bookends. You still learning about marketing?\u2014your mom said you’re taking a class. Got any bright ideas? Maybe some whiz-bang\u00a0advertising?”\u2014he\u00a0grins and punches you lightly on the shoulder.<\/p>\n

You start to tell him that marketing isn’t just\u00a0advertising . . . but instead you say, “I don’t know, Dan. I’ll have to think about it.”<\/p>\n

So, you\u00a0do think about it. You don’t know everything about marketing yet, but you’ve learned this: Your uncle\u00a0needs to understand his customers\u2014that’s where marketing starts and ends. Who are Dan’s\u00a0customers, and what’s up with them? Why aren’t they buying as much as they used to? How can you find out more about what they want?<\/p>\n

These are big, important questions. For now, they all have one answer: marketing information and research.<\/p>\n

Read on if you want to save your uncle’s bookstore . . .<\/p>\n

Marketing information and marketing research are tools that organizations use to understand what’s happening in the markets they serve.<\/p>\n

Why do marketing information and research matter? Because no one has all the answers all the time. Because people and attitudes and behaviors change. Because customers, competitors, the economy, and other factors can all affect your success. Marketing is an increasingly data-rich field, and these days, doing it well means using all the information\u00a0you can to gain insights into what your customers want and how you can give them\u00a0value. Without that information, you’re trying to shoot a target in the dark.<\/p>\n\n\t\t\t

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Candela Citations<\/h3>\n\t\t\t\t\t
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CC licensed content, Original<\/div>