ABSTRACT
This chapter considers the contributions of three groups that must work together to supply the inputs for successful commercial development. It explores the responsibilities of these various groups and the functions that each carries out. Marketing research is many things, and successful marketing research has enjoyed such a reputation that it has often been called on to do things that it cannot do. Marketing research cannot always prove who is right. The dominant suppliers for specific end uses are determined, and the importance of specific factors, such as technical service requirements, price, and company relationships, in determining the choice of suppliers are considered. Current specifications of present producers are obtained, as well as specifications by grade of material, specific quality requirements, and any anticipated changes in specifications. Marketing research is increasingly being drawn into the solution of esoteric problems that up to now were considered the province of other disciplines such as distribution research and advertising research.
