marketing

ZIMSEC O Level Business Studies Notes: Marketing:The Marketing Department

• Is responsible for executing and implementing the organisation’s marketing functions
• It carries out functions such as:
  1. Marketing research:
     1. Identifying opportunities that lie in the market that the business might exploit
     2. Carrying out desk and field research
     3. Analyzing data gathered from marketing research and making decisions
  2. New product development in […]
     

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

[…]

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

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