Chapter15: Retailing, Direct Marketing, And Wholesaling
Section: Chapter Questions
Problem 1DYMP
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Question
How does a marketer obtain market information for marketing and management decision-making purposes?
Expert Solution
Step 1
Marketer obtains the market information for marketing and management decision making purposes by conducting market research, internal sources or through external sources. Generally marketer follow the process to first identify the types of information which is required, determine the available sources for each type of information, then evaluate that whether that source meet its needs or not, select the sources which will best meet their needs and then enter the information into the marketing information system.
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