Market Research : B2B Research
Evolving Role of
Business-to-Business Research
We are
operating in a rapidly changing social and economic environment in the country
and business-to-business research
needs to take into account these key changes
in the business environment.
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The business paradigm has changed -
from being mainly technology and product driven to incorporating aspects
of customised customer requirements.
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The role of marketing communication
has changed - from being a support service to becoming an interactive
process with the customers.
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Open economy
and growing competition have necessitated
a need
for adopting higher flexibility in business and marketing planning.
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New demand on
Business-to-Business Research
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Respond
and provide information quickly, |
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Innovate, and introduce creativity in
research tools, |
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Develop monitoring systems that are
capable of providing timely alerts, |
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Economic and
Marketing professionals to play a greater variety of roles. |
Research Services
- MaRS offers both strategic and tactical research
services. Some of the types of research carried out by MaRS
in the past is described below:
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Customer Satisfaction and Loyalty
-How satisfied are the current customers with the company?
-What are the differentials by region?
-How can the potential be maximised amongst existing customers?
-How are the different customers rated on loyalty?
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Market Analysis
-What is the past behavior of a particular market segment?
-What are the performance indicators of the big players in the market?
-Which target segments have greater potential for the company?
-Which marketing strategies are implemented by the competitors?
-What influence does the perceived price/performance ratio have on the
willingness to buy?
-What is the performance of the category market in relation to the economic and
social conditions in the country?
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Market Feasibility
-How is the brand
positioned in comparison to the competitors?
-What influence do various marketing activities have on the image?
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Service Analysis
-How does the range of
services compare with that of the competitors?
-Which other services could increase the frequency of purchases?
-Which services on offer are costing money but having no real impact on the
customers i.e. service killers?
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Product and
Concept Test
-Which market segments can
be defined for the new product ideas?
-Which of the parallel concepts have the greatest potential for success?
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