Abstract
Marketing studies are used to measure satisfaction, evaluate potential, discover new openings, verify the segmentation method adopted, reinforce sales arguments, etc. For all of these, useful information needs to be collected and the aim of market surveillance is to enrich the information system (IS). In the light of the strategic importance of marketing surveillance and studies, it is essential to set out the objectives and methods as well as the main techniques needed to acquire, protect and exploit pertinent information. However it is not enough to just have a department for market studies. The main thing is to set up an action plan to best exploit the results.
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Notes
- 1.
Malaval, Ph., & Bénaroya, Ch. (2013). Marketing business to business (5th ed.). Paris: Pearson Education.
- 2.
See Chap. 2, The Individual and Organizational Purchase.
- 3.
See in Chap. 1, section “Different Types of Marketing”.
- 4.
See The Global Market Forecast 2000–2019 of Airbus and the Current Market Outlook of Boeing.
- 5.
- 6.
See in Chap. 2, Sects. 2.5 and “An Electrical Sub-System Equipment Example”.
- 7.
Taking out a patent on an invention enables to exploit it exclusively and legally (legal protection against counterfeiting).
- 8.
See Chap. 15, Alliance Strategies.
- 9.
Aragon, Y., Bertrand, S., Cabanel, M., & Le Grand, H. (2000). Méthode d’enquêtes par Internet: leçons de quelques expériences. Décisions Marketing, 19, 29–37, January–April.
- 10.
Nicovitch, S., & Cornwell, T. B. (1999). An internet culture? Implications for marketing. Journal of Interactive Marketing, 12(4), 22–33.
- 11.
Galan, J.-Ph., & Vernette, E. (2000). Vers une quatrième génération: les études de marché on-line. Décisions Marketing, 19, 39–52, January–April.
- 12.
See Chap. 11, Communication Policy.
- 13.
See Chap. 12, Selecting Media.
- 14.
Thanks to enough MOU, the A3XX project has been officially launched the 19th December 2000, under this new name A380 (this naming issue has been analyzed in the PhD Thesis of Bénaroya, Ch. in 2013).
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Malaval, P., Bénaroya, C., Aflalo, J. (2014). Business Marketing Intelligence. In: Aerospace Marketing Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-01354-1_3
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DOI: https://doi.org/10.1007/978-3-319-01354-1_3
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