Marketing S.S.S 1 Second Term

WEEK 8

Marketing Planning Process and Research Cont.

Performance Objectives

Students should be able to explain:

1. Reasons for marketing research

2. Getting information for planning

Content

1. Reasons for marketing research

2. Getting information for planning

Reasons for Marketing Research

Organisations embark on marketing research due to the following reasons:

1. To solve a specific problem.

2. To identify the causes of a problem in an organisation.

3. To find out the need of the customer.

4. To find out the environment of an organisation populace and public.

5. To help inappropriate project management.

6. To assist an organisation in marketing planning.

7. To help the management in decision making.

8. To equip an organisation in meeting challenges.