Marketing Research Buyers and Their Budgets Article

Marketing Research Buyers and Their Budgets - Article Example Sullivan identified the following factors that research buyers take into account, to wit: (1) meeting buyers’ needs more; (2) commitment for partnership; and (3) incorporating the effects of the changes in the environment, like a recession, at present. The author’s views are most relevant for organization’s perusal specifically those taking into account the recent consumers’ preferences, attitudes, and values in response to environmental concerns. The recent financial turmoil that beset the global markets necessitated a review of various organizations’ strategies: marketing, operations, financial, human resources, among others. The relevance of scanning the environment is critical to adjust and adapt corporate strategies which would ensure the accomplishment of organizational goals. Organizations that invest in marketing research must recognize the benefits that they would derive from the suppliers of information as against any costs that would be incurred for employing their services. Thereby, the author’s inputs are relevant to review contemporary marketing strategies in the light of the financial crisis that affected global markets. Sullivan’s contentions are compatible with traditional marketing theories which stipulate the need to factor in recession and its potential aftermath. A period of deep shortages calls for strategic remarketing. Many consumer changes call for new marketing rethinking which would be made available through an effective marketing research effort. According to Kotler (1980, 708), â€Å"marketing is an evolving discipline that must develop new answers as new problems arise†. The recession and the preceding developments lead to changing consumer lifestyle, characterized by more sensible or austere consumption. Firms could re-assess their strategies to recognize a marketing opportunity to serve the needs of the growing segment of sensible consumers.