Business — Banking — Management — Marketing & Sales

Figure 4 shows how the customers and the company evaluate competitor 1.

Figure 3 shows the customers’ evaluation of the company from figure 2 compared with the company’s evaluation of its own parameter performance. That is the figure shows how the company (the management group) believes the customers to evaluate its parameter performance.

Figure 2 is an example of how the customers evaluate an action parameter. Product quality has been chosen as an example, but the evaluation could be made for the other parameters as well.

Figure 1 shows how customers and the company priorities the parameter performance. The example shows which factors the customers stress the most when choosing product/supplier.

The aim of promotion is to introduce both the company and the product to the customer. A positive impression of both the company and the product should be created.

For some products, such as raw materials, a company will accept the market prices since the product would not be bought at a higher price. A lower price on the other hand would not make sense either, since buyers are willing to pay the market price.

A company’s profile means the picture that the company wants or believes the market (such as customers or potential customers) to have of the company.

In connection with all sorts of information treatment, different kinds of problems can be identified:

Examples of different questions which could answer where and how the information can be obtained:

In order to meet the manager’s information needs, the researcher can gather secondary data, primary data, or both. Secondary data consist of information that already exists somewhere, having been collected for another purpose.