business english course
Although the role of a company manager is to drive his business to success, he cannot do it without measuring the impact of his business activity on society as a whole.
The role of a business and especially of company managers is to develop products that improve consumers’ lives while making sure that their business runs effectively towards reaching the objectives that they have been set. It is also to create good working conditions for the workers, good relationships with the various stakeholders.
Marketing is often criticized for encouraging people to purchase things that they do not really need. Marketers are usually blamed for exaggerating the benefits offered by their products and thus to contribute to environmental waste.
To respond to these criticisms companies under the pressure of consumer associations and environmental groups have develop a code of ethics and are putting more and more emphasis on CSR (Corporate Social Responsibility).
Many companies have become aware of these issues after consumer groups call for a boycott of their products (Nike, Nestlé…)
Today, companies are accountable to the social and environmental consequences of their activity that is why it is necessary for them to find a balance between efficiency and sustainability. That is the only for them to survive in a more and more competitive environment.
C – DEVELOPING THE MARKETING PLAN / FIELD RESEARCH.
1 – Frequency
The first choice is to decide on the frequency of data collection. The main distinction is between:
“Ad hoc’”, ad hoc’ market research studies focus on specific marketing problems. They collect data at one point in time from one sample of responders. Good examples of ad hoc’ studies include: - product usage surveys, - new product concept test (where consumers are asked to try out new brands), - advertising development, - corporate image surveys, customers satisfaction surveys
“Continuous research”, interviews the same sample of people repeatedly. The
The role of a business and especially of company managers is to develop products that improve consumers’ lives while making sure that their business runs effectively towards reaching the objectives that they have been set. It is also to create good working conditions for the workers, good relationships with the various stakeholders.
Marketing is often criticized for encouraging people to purchase things that they do not really need. Marketers are usually blamed for exaggerating the benefits offered by their products and thus to contribute to environmental waste.
To respond to these criticisms companies under the pressure of consumer associations and environmental groups have develop a code of ethics and are putting more and more emphasis on CSR (Corporate Social Responsibility).
Many companies have become aware of these issues after consumer groups call for a boycott of their products (Nike, Nestlé…)
Today, companies are accountable to the social and environmental consequences of their activity that is why it is necessary for them to find a balance between efficiency and sustainability. That is the only for them to survive in a more and more competitive environment.
C – DEVELOPING THE MARKETING PLAN / FIELD RESEARCH.
1 – Frequency
The first choice is to decide on the frequency of data collection. The main distinction is between:
“Ad hoc’”, ad hoc’ market research studies focus on specific marketing problems. They collect data at one point in time from one sample of responders. Good examples of ad hoc’ studies include: - product usage surveys, - new product concept test (where consumers are asked to try out new brands), - advertising development, - corporate image surveys, customers satisfaction surveys
“Continuous research”, interviews the same sample of people repeatedly. The