A study of venture capitalists, assessing the importance of marketing management to business success rated 6.7 on a scale of 7. They further agreed that the value of business failures can be reduced, up to 60%, through better market analysis. Search Information, there are four sources of information that can help consumers find the products worth buying to meet the demands of their needs.

First, commercial sources that are more telling things about the product. Advertising is a potential source of commercial information in reaching potential buyers.

Second, the source of the personal. It’s more to provide assessments and strengthen product information received by prospective buyers.

Third, public resources, a trend the public in appreciating a product. The information provided typically through a survey or poll of opinion with respect to any product type.

Fourth, the source of experience, in the form of previous experience relating to the use of products to meet a need.

Based on marketing research experts, the decision of purchasing the goods / services by consumers will usually pass through five stages: (1) the introduction of needs, (2) information search, (3) assessment of options, (4) purchase decision, and (5) behavior consumers post purchase.

Post-Purchase Consumer Behavior, Every act of purchasing a product can be ascertained only two options would bring the attitude that is satisfied or not satisfied. Post-purchase attitude depends on the suitability of the hopes and desires of customers with performance or performance of products purchased as promised the previous seller. Satisfaction will have a positive impact in the form of a desire to buy the same product in a moment later when the same need again arise.

On the other hand, satisfaction that appears in everyday conversation by the purchaser by itself will bring effective promotion effect for other potential buyers. Meanwhile, dissatisfaction will take at least two adverse effects. First, the buyer will take the decision to never again buy it in the future. Second, affect attitudes other potential buyers to think twice or even cancel their purchase decision. Do not let our efforts undermined by the attitude of consumer disappointment. No matter how small.

In the process of marketing, the audience must understand each brand through advertising investment, which is quite large, because the understanding of this brand requires a long-term communications budget for each brand. So if you are not careful in managing brand strategy then it would be wasteful. Diverse brand is originated from a process of differentiation, as the company’s efforts to expand the market in order to meet the market target that has different needs.

Thus, the point of multiple brand strategy is to allocate brand resources appropriately based on the needs of each market segment, as has been explained in the brand portfolio. Segmentation is essentially an effort of grouping the customers according to their preferences, which will help the brand portfolio as a guide for the brands for targeting the right segment.

Market segmentation will determine the pattern of brand portfolio by considering the strategic role of each brand that complements each other synergistically. Companies must be careful in defining the role of each brand so there is no “cannibalization” and “battle” between their own brands. If this thing happens, then a lot of company resources will be in vain.

Funds and company’s efforts are only used to move the customer base from the right hand moves to the left hand. Diverse brand portfolio does not mean anything when each brand does not have ‘own territory’ in the long term.

If your company does not have a research institution, then you should a service from a research company. Among many research companies, which company would you choose? What is your standard to choose a research company?

Some tips that can be used to choose a research company: Planning and analysis ability. First, watch its ability on the planning stage, whether the company can recognize properly about the problem. If they can not analyze our problems, the research results will not be match with the goals. Then watch their ability to analyze the data, whether the company can extract useful information from the data.

Specialization. Research companies usually have different backgrounds. There is a subsidiary of advertising company, from the consultant company, some even are coming from information technology companies. These research companies are usually experts in specific fields according to their specialization. For that reason, then you choose a company that matches with your problems.

Marketing knowledge. There is no guarantee that all research companies understand about marketing even though they experts in data collection. If they are having lack of knowledge, then the methods would be wrong and the results will lead to a wrong decision.