Graduate Careers AustraliaMarketing
Market ResearchWhich brand of ice cream do you buy? Do you always buy the same brand or flavour? If you have sampled other brands, what has influenced you? ... other people, advertising, the mood of the moment? As you’ve grown older have your habits changed in terms of quantity consumed, brand, flavour etc? Overall are sales of ice cream significantly affected by the season? If yes, is it possible to counteract this? Does geographic location, social grouping or culture affect ice cream consumption or the success of a particular brand? If you are interested in helping employers answer such questions then you will probably enjoy a career in market research. Market research attempts to understand why we buy a particular product or service. It is a buoyant industry in today’s challenging business environment. Consumers are becoming more demanding and markets for products and services are becoming increasingly competitive. Businesses are responding by requiring sophisticated marketing intelligence. Good market research is critical for businesses, helping them to test markets and marketing strategy for new products and services, as well as providing data to help them maintain market share and sales volume. Everything we buy and even our attitudes to political and social issues, like drunk driving are evidence of successful marketing strategies. Market research helps organisations work out the best way of communicating a message - this is the best brand of....toothpaste, this company offers the lowest....insurance premiums, this is the best....airline to fly. Marketing...Advertising...Public Relations...Market Research – How do They Fit Together? The market research industry,marketing, advertising and public relations are all inter-dependent and an appreciation of how these industries inter-relate is important for those hoping to pursue a career in oneor more of these fields. Whether a business is launching a new product or re-positioning an existing one, selling a service or trying to communicate a message, the process is expensive and mistakes will be costly. Organisations need relevant,accurate and timely data to ensure that their products, services and messages reach the targeted consumer. Good market research plays a critical role. Career View on Market Research is part of the Career View series produced by Career Development and Employmentat Victoria University of Wellington in New Zealand. While the booklet was originally developed for a New Zealand audience, we believe that graduates in Australia will also find the information within it relevant and useful. Check out the excellent resources available on the Victoria University of Wellington's Careers homepage at www.vuw.ac.nz/st_services/careers .
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