Marketing Research Essay Example | Topics and Well Written Essays - 1750 words

Marketing Research - Essay Example Due to this, the firm used a third party to come up with an infomercial to raise awareness and recorded sales. However, after a few months 25% of the initial sales have been returned by consumers. Golfers who had tried the Jacket before its debut didn’t show any sign of embarrassment while wearing the device nor did they find it uncomfortable. In addition, during initial stages of development, no problems were identified at all. The problem is that, before initial production, the company did not have requisite consumer information to inform the actual production. In this case, the firm has proposed a study in order to determine the causes of Swing Jacket return rates once purchases have been made. Research Objectives In marketing products, consumer behaviour is always an important aspect (Aaker 1991; Conover, J. N. 1982). According to Perner, L (2010), a market research is often carried out to ensure that what is produced is what customers yearn for and not what the producersà ¢â‚¬â„¢ term as the ideal product. ... t return rates once purchases have been made despite the fact that golfers who had tried the Jacket before its debut didn’t show any sign of embarrassment while wearing the device nor did they find it uncomfortable. In addition, during initial stages of development, no problems were identified at all. Further, it will be of importance to establish whether the information contained in the infomercial is coherent with the product. This as Bettman and Park (1980) puts it goes a long way in maintaining marketing ethics of beneficence, where the benefits and not risks are spread out uniformly between the sellers and buyers. This goes a long way in maintaining consumer trust. Importance/Benefits The study of consumer needs on a Swing Jacket will help Swing Jacket Inc. to improve the Swing Jacket with the understanding of how consumers perceive the product and how they make their selections between different alternatives, if any. The returns are made after several months of using the Swing Jackets. In this regard, the study will help the firm determine the level of influence from their environment e.g. culture, family, the media etc.). Such information will further assist the firm in understanding the behavior of consumers while making shopping and other marketing decisions as well as in gaining understanding on limitations hindering consumer access and processing of information (Perner, L 2010; Brucks, M. (1985). Swing Jacket Inc. is in dire need to cut a market niche and to reduce the return rate of the Swing Jacket which is at nearly 25% of the total sales. In this regard, the information from the study will enable the firm adopt new marketing strategies and campaigns to reach more customers effectively translating to more profits. An understanding of what brand was

Role and purpose of HRM Article Example | Topics and Well Written Essays - 3250 words

Role and purpose of HRM - Article Example In the rapidly commoditizing PC industry, Dell continued to be profitable with its direct selling approach while older rivals like HP struggled. Sun Microsystems, arguably one of the most innovative companies in the computer industry, found itself in deep trouble. Clearly what works and what does not in business remains as unpredictable as ever while some seemingly mundane businesses managed by 'ordinary' people rewarded share holders handsomely, many 'high-tech' businesses which showed great potential when they started off, folded up. Indeed the changing environment and the speed of changes posing greater challenges to organizations. Changes in every aspect of the organizations have increased the uncertainties. Discussion: Changes in technologies have increased access accessibility, visibility and connection. The connected world is smaller, changing rapidly and has more open information customer have become increasingly segmented and persnickety. Investors have become increasingly attended to and actively concerned not about financial results, but intangibles. Employees represent increasingly diverse demographic backgrounds including not only race and gender but personal preferences, global and cultural backgrounds and orientation to work, competitors come from both traditional large global players and increasingly smaller innovators. And all of these factors occur in the context of global business organizations where what happens in one corner of the world affects business throughout the world. Many spend enormous amounts of time specifying these trends and their implications on work organizations. Most of these trends are outside the control of anyone individual or any one organization. They occur in both predictable ways. They affect all aspects of work organizations from how to fund an organization to how to position the firm in customer minds and how to engineer and deliver products. Apart from affecting other aspects of the organization, changes affect the human resources. To be effective in this boundless world, organization members need to adapt to customers, systems and techniques different from their own. Human resources must ensure that employees with the appropriate mix of knowledge, skills and cultural adaptability are available to handle any work assignment with in the organization. HRM must also develop mechanisms that will help diversified employees work together. It is the duty of the overall HR managers to make every effort to acclimate different groups to each other, finding ways to build teams and thus reduce conflict. It is increasingly being realized now by working organizations that due to rapid changes in technologies, world moves towards bord erless economies, and as businesses become global, one of the successful business is to understand and manage its human resources strategically and competently. Today HRM has acquired and even more central role in building sustainable competitive advantage for the work organizations. As a result of these developments, HRM has become a major thrust area where, the focus is on synergizing and propelling organizations to seamlessly integrate with the macro environment changing environment and hyper competitive situation forced work organizations to adopt quickly and HR systems and roles play vital role in surviving in such situations. The traditional HRM has changes a lot due to change in macro environment of business, Many