Production of information for marketing decisions in forest industry firms Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/6108vf48j

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  • Understanding marketing research begins with understanding marketing and marketing management. This study builds a concise normative model for marketing management and infers from it the scope and nature of marketing research and the role various organizations should take in conducting it. Marketing research activities in the Pacific Northwestern forest industry are examined against this model, and implications of the study from the viewpoint of the researcher's university position in Finland are discussed. The way marketing research is viewed by individual Pacific Northwestern forest industry marketing managers and researchers varies considerably from person to person. A specialized marketing research function is established in. only a few organizations, and even within these organizations intensity of research work varies greatly. Marketing research work concentrates in these companies on the definition of market potentials for new and established products, which also is an important topic for trade association studies. Little research is conducted on consumer behavior. Applications of operations research in marketing management are few. Methodology applied is relatively unsophisticated. Marketing managers thought that time and monetary constraints mostly restrict marketing research work in the industry. Researchers mentioned as such factors production orientation of managers and their lack of understanding new research concepts. Future growth of marketing research in the industry was anticipated by most of the researchers. A study similar to this is expected to prove useful in Finland for coordinating marketing research work in the Finnish forest industry.
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