Ineffectiveness of marketing (Essay Sample)

Ineffectiveness of Marketing
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Ineffectiveness of Marketing
Marketing is the process in which businesses promote and sell their commodities, and this mostly includes conducting market research and advertising. Market research is conducted by the business so that it ascertains the demographics of its target market for their product modification and presentation. Advertising is done to make awareness of the products to the customers, and also to inform them of any changes made over the existing products. However, it is not all times that these processes are effective in promoting sales of the business. Their ineffectiveness may cause the waste of money, time and resources, if there are no reasonable results found.
Data from market research has not been effective over a while, and this is a reason why marketing can be viewed just as a waste of time and money. Page (2009) says that most business practitioners use large bulks of papers in an effort to analyze the research done, and make marketing decisions regarding this. However, in most cases, the habits of people keep changing despite the decisions made by the researchers. It, therefore, makes the research work done ineffective, and hence, a waste of time and money. For instance, researchers may determine that a public train may be a favorable place for coffee sellers since the travelers may need some coffee as they travel. On the contrary, the passengers may fail to take coffee from their usual habits of failing to take coffee, and it may be taken by only one or two passengers. In this regard, the research that will have been done will have overseen many factors before making such a decision (Lamb, Hair & Mcdaniel, 2009).
Market research becomes a waste of money, time and resources when the key stakeholders do not understand their roles, and fail ton perform them effectively. The main players of the marketing industry are the internal researcher, internal client, vendor and the company itself (Mc Cullough, 1999). The internal researcher is the quarterback of the industry and he or she has to fully understand it. He or she is then obligated to identify and fully articulate the objectives of the research, as well as, selecting a competent vendor comparative to the objectives (Pride & Ferrell, 2006 pp. 109) It is also his or her duty to communicate the steps taken to the internal client so that the marketing decisions made will have involved the efforts of the internal researcher. Nevertheless, this does not make sense if the internal researcher does not work effectively. Most of them do not spend enough time with the internal client before the beginning of the project so as to discuss the issues pending such that the objectives will be clearly stated. In this case, without clear objectives, no clear work is done, and hence, the ineffectiveness comes in. Advertising is also seen ineffective when salespersons do not use the right channels of advertising their products. For example, when a company uses a billboard to advertise technical goods that need demonstration, their prospective customers will question their credibility, and this causes the ineffectiveness of advertising (Burrow & Bosiljevac, 2012 pp. 315- 317)
In conclusion, ineffective marketing is caused by the fact that the company has not fully prepared its...