Marketing Research Paper

By Author: Payel Guha
Total Articles: 74
Comment this article

Marketing research paper will deal with various new avenues of marketing. It will attempt to find new concepts of marketing and then to test in the actual field on a pilot project basis. The changes in the approaches of marketing can be found in the research works in the marketing done in very recent past.
Marketing is an activity, which all organizations do on a continuous basis. We have witnessed the emergence of a spectacular directional change in both marketing theory and practice. In the present scenario of globalization and liberalization, marketing has under gone a metamorphic change to cope with increased competitiveness, changing needs of the customers, continuous product up gradation due to change in technology, changing market trends and many more. Because of these continuous changes, the marketing efforts have also slowly shifted from mass marketing to interactive marketing and finally to today's relationship marketing. As we step over the threshold of the new millennium, the age of ‘never satisfied' customer, leading enterprises are identifying the need to change from a product centric business to a ...
... customer centric one. Organizations are slowly waking up to the benefits as well as the challenge of changing processes that are necessary in this age of never satisfied customer.
Now, if the companies would like to retain their customers, the golden path and probably the only path is to make your customers loyal to your products or services. Building loyalty into customers involves understanding the various ways that they are different and using that knowledge to tailor appropriate behavior towards those customers. To do so, the company must know the details of who the customers are, not just as group or segments of customers but each and every individual customer. Details of whether the customer is profitable, or whether the customer does business with the competitors etc. should be known. The relationship marketing approach considers customers as insiders to the business and aims to build a long term and never ending relationship with them. The focus of relationship marketing approach centers on developing hard core loyal customers with the idea of retaining them forever. A high degree of customers contact, commitment and services are maintained. The sequence of activities for performing relationship marketing would include developing core services to build customer relationship, customization of relationship, augmenting core services with extra benefits and enhancing customer loyalty and fine tuning internal marketing to promote external marketing successes.
Marketing management has become an important profession today. Much marketing theory in the past has focused on how to ‘make a sale'. Today's marketers are focusing on creating lifelong customers. The shift is from transaction thinking to relationship building. The focus is on winning new customers while retaining the existing ones. Companies now orchestrating their offerings to produce delighted customers who will remain loyal to the company. Thus, the companies are trying to please all of the customers most of the times. Marketing research paper will try to explore different new horizons of marketing theories in a scientific manner.

PayelTerm is an academic writer who provides useful information about buy term paper and marketing research paper .