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Nigel Y H

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Introduction
Marketing research is required as a need for companies nowadays, and many companies allocating huge amount of budget and resources to its marketing department or divisions and employ many professional and expensive experts and specialists for this purpose. However, people sometimes still underestimate research as might think they might already know the result, or not worthy to spend money on it. Actually, research is not searching which is already searched, as it is any systematic, Objective and organized enquiry undertaken to provide information for making sound and timely (Sontakki 2010). Marketing research links customers and the market with information, such as marketing opportunities and marketing performance; in order to evaluate marketing actions (Gerhold 1993). In this paper, the value of a marketing research and how does it influences development, implement or the marketing strategy will be addressed.

Marketing research influences the marketing strategy
When developing a marketing strategy, first of all is to define opportunities in the marketplace, which is essential that leads the overall marketing direction(Meagan 2011). From a marketing research are able to help locating the opportunities and threats on the market, subsequently, the business’s competitiveness. Another important reason of use marketing research to aid finding market opportunities are to see if the business idea matching the current market trend, which can be determine as SWOT analysis and by utilize the finding a marketing strategy can be start to develop(Tarantino 2003). Procter & Gamble (P&G) had launch marketing research and to identify the most common symptom of cold was a headache and the majority of adults typically take a pill to cure it. This had explores a business opportunity that healing the headache as well as the other symptoms together. P&G then announced a

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