What decisions do marketing managers make? How does marketing research help them to make these decisions?
Marketing Managers must consider uncontrollable external factors that influence the marketing process, including general economic conditions, technology, public policies and laws, the political environment, competition, and social and cultural changes. Another factor is the complexity of the various customer groups: consumers, employees, channel members, and suppliers. The marketing manager must attempt to monitor and incorporate all these factors. Marketing research removes some of the uncertainty and improves the quality of decision making in this highly complex environment.