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Consumer Behaviour and Marketing Action

Consumer Behaviour and Marketing Action

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Published by: jellpen on Nov 11, 2010
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11/30/2011

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The purpose of any marketing research is to provide information at a specific

time on customers, trade, competition and future trends in each of these

segments. Most of these research exercises help strengthen an enterprise and

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MBA-Marketing

Consumer Behaviour

Unit - I

246

assist it in strategic decision making. But marketing is a war that requires

continuous surveillance of markets (customers), competition, and other

structural components like government policy. Based on this continuous

surveillance, successful enterprises evolve their tactics to win smaller battles

which help it win the war of market shares. The entire concept of market

intelligence is similar to military sciences, where it is a known fact that no army

can win a war without good, effective and timely information on enemy forces

and the terrain on which the war is going to be fought.

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