Ғ. Н.Қисметова Ағылшын тілі грамматикасы

UNIT 12
Marketing research and channels of marketing
Text A.
Philip Kilter defines marketing as “a social and managerial process 
by which individuals and groups obtain what they need and want through 
creating and exchanging products and values with other”. Marketing 
research is used to assess the market’s response to the firm’s marketing 
inputs which include promotional activities such as price discounting, 
placement of in-store displays, multimedia advertising, and coopering; 
expanding distribution; and product development and enhancement. The 
goal of marketing research is to assist the firm in determining the most 
effective, i.e. most profitable, mix of marketing inputs given knowledge of 
the marketplace.
As a formal scientific discipline marketing research began in the 
early twentieth century with most analyses being based on survey data. In 
the 1930s, the A.C. Nielsen Company began collecting in-store data using 
manual audits. Today, with the advent of scanning technology, the amount 
of timely data available from stores and household has grown 
exponentially. Coincident with this data explosion, used data delivery 
systems and the techniques used to analyze the data have become 
increasingly sophisticated. Marketing research is an integral part of 
organizations in both the consumer durable and nondurable goods sectors, 
and in resent years the use of marketing principles has become increasing 
prevalent among nonprofit and government sectors.
Marketing research is interdisciplinary requiring the knowledge of 
economists, operations researchers, psychologists, and statisticians. For 

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