The document discusses the process of marketing research. It involves defining a marketing problem or opportunity, systematically collecting and analyzing relevant information, and recommending actions. The steps include defining the problem, developing a research plan, collecting relevant information, developing findings, and determining marketing actions. An example problem discussed is long lines at bank tellers, with an automated banking solution as a potential marketing action. The overall process allows marketers to analyze areas like markets, customers, opportunities, problems and performance to inform decisions.

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What You Know with Your
Customers
What You Should Know with Your
Customers

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info@exlinkevents.com
The process of defining a
marketing problem or
opportunity, systematically
collecting and analyzing relative
information, and recommending
actions.

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1. Define the Problem
2. Develop a Research Plan
3. Collect Relevant Info.
4. Develop Findings
4. Develop
Findings
5. Marketiing
Action

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Problem
Long Lines
in Bank
Tellers

10. Marketing Action
Automated
Banking
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12. Analyze
• Market
• Customers | Buyers
• Marketing Opportunities
• Marketing Problems
• Marketing Actions
• Marketing Performance
• Competition
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Marketing
Research
Marketer Consumer
Decision

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