marketing

ZIMSEC O Level Business Studies Notes: Marketing: Personal Selling

• Face-to-face selling in which a seller attempts to persuade a buyer to make a purchase.
• It aims to persuade the customer and push the product by emphasizing it’s uses and advantages
• It involves two way communication unlike the case with other forms of promotion such as advertising
• Personal selling staff […]
  

ZIMSEC O Level Business Studies Notes: Marketing: Secondary and Primary Research

• Market research can be grouped into two:
• Primary and
• Secondary Research

Secondary Research

• It involves the further investigation and analysis of data collected for another purpose or/and collected by someone else
• It is also known as desk research
• The data already exists at the time the research is conducted

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ZIMSEC O Level Business Studies Notes: Marketing: Advantages and Disadvantages of Primary Research

• Primary research has a number of advantages and disadvantages

Advantages of Primary Research

• It is up to date
• Produces high quality which the business can control and
• It provides relevant information to the issue being researched at that particular moment
• The business can control coverage of research

[…]

ZIMSEC O Level Business Studies Notes: Marketing: Advantages and Disadvantages of Secondary Research

• There are several disadvantages to secondary research otherwise known as desk research

Advantages of secondary market research

• It is inexpensive/cheap when compared with primary market research
• It avoids duplication of effort
• Information and data is readily available
• Allows the business to quickly and cheaply analyse and compare […]
  

ZIMSEC O Level Business Studies Notes: Marketing: Market segmentation

• this is the process of dividing/dis-aggregating the market into discrete/distinct groups(segments) of customers based on a variety of criteria
• Here the word market refers to the total sum of all of a firm’s customers/consumers
• The words customer and consumer after often used interchangeably in business
• Consumer- is the end user […]