drawing from each and every approach.
The third and final consideration addressed was research techniques. These techniques,
personal interviews, focus groups, and test marketing, demonstrate the needs for an organization
to examine their subsequent research techniques and implement programs to gather as much
information as possible before attacking a larger market segment. Kolter states that most
companies know market testing can yield valuable information about buyers, dealers, marketing
program effectiveness, market potential, and other matters. The main issues really are, “how
much market testing and what kind.
Overall, these points are a general guideline to effectively creating change and foreword inertia.
By following these fundamentals and utilizing the principles within, an organization can create a
climate conducive not only to change, but to growth as well. Time and again, these factors have
been proven to be a formula to success.
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