Mkt/421 Essay

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Marketing Research Paper

Marketing Research Paper
Kudlers Fine Foods is an upscale specialty grocery store located in California.   The products they serve range from dairy products and cheese to meats, baked goods, and wines.   Kudlers Fine Foods was established in 1998 and in less than a year the store began earning a profit.   The store has now expanded to a chain of stores located in two other locations in California.   Kudlers Fine Foods has selections to fit the needs of the customer, offering organic, local foods and the best imported and domestic wine available.
Kudlers Fine Foods has expanded and needs to develop a marketing strategy that will earn a profit through revenue for the stores in all three locations, especially the Del Mar location.   Kudler Fine Foods is focused on developing a good customer relationship by expanding the services they provide to the customer and increasing revenue to all of their stores.
Importance of Marketing Research
Marketing research is important for any company if they are to be successful.   Marketing research is the gathering of information that marketers use to help them make good decisions.   According to the American Marketing Association (2012), marketing research is “the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process” (para. 2). Marketing research allows the marketer to see the overall picture clearly; they can see what is going on currently, what may happen, and they can create contingency plans if something were to happen.   Market research is important because the decisions made have to have the research that supports the decision if the customer is to react positively to the decision made.  
Marketing research is important for Kudlers Fine Foods because...

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