Essay: Roles of Marketing
On the other hand, they show that marketing plays a critical role in solving most managerial problems for it provides “relevant, accurate and timely information” (Aaker et al, 2001, p.3). This information helps the management in making the most important decisions in that organization. Marketing research alone cannot help an organization in achieving its goals but there ought to be wise use of the information gathered.
According to the authors if the information gathered is not used intelligently, the firm is as good as that does not have the information. According to Aaker et al, some factors influence the need for a market research in an organization. These factors include
- Relevance of the research
- The type of information being looked for
- The timing
- Resource availability
- Analysis of the benefits of the costs involved
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