Intelligent marketing, based on skill full marketing research is, then, a key to survival in industry. Today, marketing research is exposed to the hazard of becoming a cult, instead of forming a part of the industrial culture. Marketing research, both home and overseas, must increasingly dominate marketing decisions of industrial goods manufacturers and traders. The current difficulty in ensuring its wider influence over marketing policy is its frequent collision with the hunches and inspirations of entrepreneurs and their senior managers, who may fear that dependence in this sphere of action is tantamount to dispelling myths. The range of decisions which have to be taken by manufacturers is multiplying and the snap judgements of the 'universal genius' at various points of the industrial pyramid are proving to be frustratingly inadequate. Sound marketing, based on intelligent interpretation of the fruits of research, is one of the major responsibilities of management, its absence can place the continued successful existence of firms in jeopardy.