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Market Research Techniques: Primary and Secondary Market Research

Use 'internal marketing' in a Sentence

❶The relationship works in both directions, up and down the supply chain.

What Is Internal Marketing?

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Internal marketing is used by marketers to motivate all functions to satisfy customers. With internal marketing the marketer is really extending and developing the foundations of marketing such as the marketing concept , the exchange process and customer satisfaction to internal customers. Internal customers would be anybody involved in delivering value to the final customer.

See also Strategic Internal Marketing. There are many techniques that marketers can use to communicate with internal customers and functions. Firstly marketer would need to identify internal and external customers, including their different needs and wants. Secondly the marketing function will provide internal services such as intranets for human resources, internal recruitment, and companywide briefings and announcements.

Finally the marketing team can provide extranet services for supporting activities in the supply chain.

The supply chain connects internal and external manufacturers and producers, our internal business functions as discussed above and our final customer interface at wholesale, retail and ultimately at the consumption of our product and service.

Businesses can hire external consultants -- such as a market research firm -- or they can use an internal marketing research department, which has both advantages and disadvantages. Internal marketing research departments might not be impartial, which can be a disadvantage. For example, a company's employees might not be willing to critique a supervisor's plan. External consultants, on the other hand, might have no problem exposing a plan's weaknesses.

Another disadvantage of an internal marketing research department is that a company might lack the expertise to foster an effective staff. Marketing research is a complex undertaking, requiring deep knowledge of statistical methods and marketing concepts. A small business might not have the resources to fund such an undertaking or to hire staff that could manage such a project. In this case, hiring third-party experts to consult on a case-by-case basis might make more sense.

In general, hiring external consultants costs more than having an internal marketing research department, according to the book "Marketing Research," by Jan Wiid and Colin Diggines. They have a direct link with the consumers understand tastes, preferences and buying habits of the consumers.

The marketing manager may direct the salesmen to prepare periodical reports containing the information collected by them. The information collected in this manner is original and more meaningful.

This will further enhance the morale of salesmen as they feel that they are contributing towards the formulation of marketing policies of the organisation. But sometimes information provided by salesmen is not accurate and upto the mark. The salesmen are not properly trained and do not know the methodology to collect the information properly.

This is another source of collecting primary data. Valuable information can be collected with regard to demand of the product from retailers. Information about the marketing policies of competitors can also be gathered from the dealers. It has been observed that sometimes this method does not prove to be fruitful as dealers do not keep proper records and they do not want to waste their time in supplying information. This source of collecting primary data is of great importance.

Representative samples of consumers may be selected for conducting thorough investigation with regard to price, quality and use of the product. This method of collection data is very reliable as it establishes direct link between producer and the consumer. Secondary data is already existing which has been collected and published by some individuals or institutions.

This data is available at a very low cost and it requires lesser time to collect it.

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Marketing research captures the data needed to help shape product features, production counts, customer-service needs and effective advertising strategies. Without accurately assessing marketing.

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ADVERTISEMENTS: There are two sources of information from where data for marketing research can be obtained. (A) Internal Sources: These refer to the sources of information within the organisation. In certain cases internal sources are indispensable without which the researcher cannot obtain desired results. Internal sources include .

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Internal marketing is an important process of sharing information internally to employees. Whether the information is focused on strengthening the company culture - as with sharing vision and. Internal customers would be anybody involved in delivering value to the final customer. This will include internal functions within business with which marketing people interact including research and development, production/operations/Logistics, human resources, IT and customer services.

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Internal marketing research departments might not be impartial, which can be a disadvantage. For example, a company's employees might not be willing to critique a supervisor's plan. External consultants, on the other hand, might have no problem exposing a plan's weaknesses. The marketing research providers are classified as internal, external, custom. The internal research providers normally organization units that will reside in the company. Example: Kodak, Procter and gamble, general motor's all these have the internal marketing's research departments.