The value of marketing research to organizations Essay

The value of marketing research to organizations - Essay Example Marketing research is key to implementing the marketing concept of an organisation as it reflects the genuine market orientation of an organisation through extensive and regular studies of customer, competitors and environmental trends. Market research helps firms become more market oriented, as such, the firm is able to implement its market concept and shape its cultural orientation in a way that focuses its efforts to the needs of the market (Xu, 2005 P.234).   Market research informs the organisation on the current consumer needs enabling it to develop future products that will tap latent needs thus strengthening the organizations position over time. Using market research data, the organisation is able to execute value-based differentiation strategies that drive product development processes, communication programs and delivery processes. For example, McQuarrie asserts that when AT&T entered the credit card business in 1990, its most important competitive advantage was an in-dep th knowledge of its prospective customers. This enabled it to launch the highly successful Universal card ( McQuarrie, 2006, P.167).   Research has indicated that the most important factors in developing new product is understanding user preferences and incorporating them into the design of the new product. McQuarrie in his research on new products asserts that users are an alternative source of new ideas ( McQuarrie, 2006, P.167).   Pride and   Ferrell argue that market research provides organizations with an opportunity.

Mary Schwartz and Beach Electrical Systems Case Study

Mary Schwartz and Beach Electrical Systems - Case Study Example It is evidently clear from the discussion that Mary’s absences pose many problems to the organization. Under social learning theory, employees will model behaviors of those in the workplace that they witness receiving reward or punishment. Since Mary was never even given a warning for her past experience, there are risks that employees will model her behaviors. She was considered a credible role model and under social learning theory, employees might reproduce her behaviors believing they can also get away with higher absences. There is one problem, though. Mary’s excellent employment record is documented with employee appraisals. This means that in her employment file there is evidence that she is a model employee. This could make it more difficult for the organization to develop a case against her termination. It is only the opinion of the management team that she has suddenly failed to meet performance expectations. This can be easily challenged by her many merits in her employment file for performance success. From the point of view of the organization, the past employment record should not have anything to do with her being terminated today. However, legally, Mary has much support for winning an argument that she was wrongly terminated based on her track record. Due to her current negative attitude and ongoing absences, the business has the ethical right to terminate her employment. The Health and Safety Executive warns that it is not good practice for companies to make assumptions about what causes an employee to be absent. This is because there are many laws established that protect her. Mary is a protected class employee under the Equal Employment Opportunity Commission and this makes the situation even more sensitive. However, from the organizational view, the business requires individuals who are team-focused and ready to contribute to meeting performance standards and strategic goals.