ABSTRACT
This chapter takes some representative types of general marketing information which are commonly used, and see how the information can be related to the practical requirements of each individual business. The time of year in which people marry is clearly of considerable significance to a marketer. Sales of furniture, of soft furnishings, of household articles, of consumer durables and of gifts, are obvious examples of the products which are affected by a wedding. Caterers are interested; so are photographers, milliners, and florists, and dozens of others. The background to all our marketing operations, the national production of the country as a whole, is never the same two years running. The marketer must follow a discipline of continuous reassessment. Since there are fewer than half a million households in Northern Ireland, it is clear that the number of households in Britain has increased considerably during the past seven years, probably by as many as one-and-a-half million.
