The majority of successful companies would affirm that they are market driven. Such organizations express a belief in the value of the marketing concept and the relationship between a market orientation and firm success and profitability. A key component within the marketing concept is marketing research. This is the process of gathering information on the market through primary methods, on our own, and secondary methods, through outside sources. This paper presents a brief overview and analysis of the benefits of primary and secondary marketing research for Circuit City Stores, of which I am an employee. Marketing for Circuit City has been a constant process of changing and developing new sales techniques to help increase sales. Though the methods vary greatly they all have the same intended results, to increase profits within our company. In the computer department, the markup on computers is as low as 3% in some cases. Because of this, we generate most of our profit from attachments such as printer ink, cables, warranty plans, and other accessories. In order to help boost the sales of these accessories along with computers, my manager and I decided to put together bundled packages. These packages include computer, monitor, printer, installations, warranty plan, and many of the required accessories to get it all working in a timely manner. We prominently display one package for each computer on the wall behind it. We have implemented this approximately two months ago but have recently had a steady decline in the number of package sales. The purpose of this research is to find a way to change the signs or the way they are displayed and sold to bring the number of installation sales up significantly utilizing primary and secondary research methods.
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