Market Research - An expansion of this term

In my previous post, I talk about alot of marketing teaching today has its flaws of being small minded and marketers and academic teaching needs to look a more global sense. As marketers operate in an environment that is constantly changing and this requires constant monitoring both internally and externally. This is where market research comes into great importance for the organisation as well as into academic teaching. The market research that I am talking here is not about researching things when you would like to launch a new product or service. The market research that I am talking here is about constantly researching and knowing what is going on in the market, the environment as well as in their organisation.

Marketers should foster the culture in their department that constant learning and monitoring is important. As we live in a dynamic world; products and services that are in demand today may be outcast tomorrow. Marketers needs to know what is constantly happening in their industry as well as globally. It is not just the marketers but also the whole organisations. I am picking on marketers now because they are the subject of my journal. There should be subscriptions to the latest industry news where this information is to be shared among all. Own organisation's blogs or forum should be setup where there is a constant share of information and communication among all levels in organisations. Marketing department probably needs to be the driving force or spearhead for this kind of activities. Again, I might be small minded as well talking only about the marketing department. This sort of market research and market information/intelligence should be shared among among all levels (top/down; vertical; horizontal in a multi-channel system). Sales department will help about in this sort of market research as they are the forefront in meeting the organisation buyers and customers. Public relation will be able to collect market information regarding the public and the shareholders. Other department such as accounting, production will also help to contribute other important internal information; as I mentioned earlier marketing needs to constantly monitor both internally and externally. Monitoring internally will allow us to understand the core competencies as well as the weakness of the organisation. Understanding both of these internal factors and the combine knowledge of the external market environment will allow us to better market our products and services.
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