ВКР Бережная Ц48 (1215332), страница 16
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- expert surveys: the number of experts in a particular industry is much less than the number of consumers. In this regard, it is not advisable to involve an outside organization to conduct such a study, since all necessary skills and skills must be available from your own marketing department;
- non-exhausted polls in the B2B market: if there is no need to hide the true reasons for conducting a survey on the B2B market, then it should be carried out independently. The number of respondents in the B2B markets is significantly lower than in the B2C market;
- focus groups and in-depth interviews with consumers. There is an opinion that any marketer can be a moderator of the focus group after 3-4 observations of its conduct. Despite the controversial nature of this statement, the organization of the focus group is not as difficult as the survey of consumers, so self-holding it and in-depth interviews are welcome;
- repeated quantitative studies with small samples. For example, the survey "How did you find out about our company" can be organized independently and conducted with a certain periodicity.
Some methods of research to implement by its own strength is difficult and it is not recommended to conduct independently:
- research with complex tools: conducting a survey using projective techniques based on complex grouping techniques (for example, sorting) without the involvement of a specialized agency may be impossible;
- "secret buyer" of their own employees. In this case, the probability of leakage of information about the identity of the undercover buyer and the time of the investigation is great, which will significantly distort the results;
Complex studies. In cases where a comprehensive study involves conducting several surveys, focus groups and experiments on company resources may simply not be enough, especially if it's about the competence of the staff;
- Legitimate polls of B2B. If the task is to conceal the true cause of the research, independent research will not allow it;
- quantitative research with a large sample. Surveys involving several hundred respondents are difficult to organize independently, primarily because of the difficulty in selecting the respondents who are relevant to the characteristics [25, p. 163].
In any case, conducting marketing research is a unique project in which there are significant risks and the likelihood of errors. Involving a third-party professional agency helps to minimize these risks, but even the professionalism of the agency's employees does not ensure complete success. Unfortunately, mistakes are possible with the choice of agency, its specialization, etc. [34, p. 49].
The project management tools allow to reduce the probability of errors. Before starting marketing research, it is necessary to draw up a budget and a schedule. These are the management tools necessary to ensure that the marketing research project is being carried out within the available resources. The budget of the project of marketing researches - having official force, the recognized or accepted table, the statement of incomes and expenses of the company for the period of carrying out of research.
The principles of budget formation are related to the goals and objectives of the study, as well as to the resources available to the company: temporary, financial and human.
Budgeting by the "goal-task" method is preferable, since this method fully achieves the achievement of the set goals, but is more expensive due to the lack of an upper bound for cost planning. For this reason, the "available resources" method is more often used, since in most companies marketing money is allocated according to a residual principle, and a small part of the marketing budget comes from research budget.
Conclusions on the first chapter:
Thus, the success of communication ensures careful planning of the marketing communications strategy, because it allows to create more accurate communications, which have an increased impact on the market.
The planning process also facilitates regular analysis, done and helps the manager to obtain a common perspective for the development of subsequent strategies. In order to identify how the recipient perceived the information (understood or not understood) sent by the communicator, feedback should be established. Feedback is the acquisition of information about consumer reactions. It is necessary to judge the success of communication. Feedback can be provided by: analyzing sales data; Market research conducted by the company; Market research conducted by external agencies; Voluntary consumer activities.
LLC "New Atlant" is one of the oldest and largest real estate companies in Khabarovsk which was founded in 1994 and went from a beginner to a recognized leader. Currently, this company assumes legal responsibility for each transaction conducted. At the moment the Company is one of the most famous and reliable; the leaders on this market do not stop on the achieved success: they want to grow and progress in both quantitative and qualitative terms. Location of the organization: 26, Dikopoltseva St., Central District, Khabarovsk, Russia
Since its inception, the real estate company "New Atlant" professes the principles of a civilized market, therefore it is open for the exchange of information and exchange of technologies and skills in the real estate market. More and more customers come on the recommendations of their friends and acquaintances, and this is an indicator that the company's customers are satisfied with the quality of the service.
The Company pays great attention to the training of qualified personnel. Own Training Center, mentoring, training and seminars - all this allows the company's employees to constantly improve their professional level and provide quality services.
The company works for clients, and the office of LLC "New Atlant" was created primarily to provide the most convenient and quality service. Accommodation in the business, central part of the city, modern stylish design, meeting rooms, specialized premises for cash settlement, equipped cash desks with armored windows and doors, ventilation, air conditioning and air purification systems, qualified security - everything you need for comfort and safety of the client.
The company is a full member of the Union of Real Estate Agents of Khabarovsk. It was the initiator and one of the founders of the magazine "Khabarovsk Real Estate".
The company invites you to free consultations on housing matters. To answer questions from clients, if necessary, specialists from notary offices, committees for management of various districts of Khabarovsk, the UFSF and many others are involved.
The Company's mission is to provide real-estate services on a highly professional level, based on open relationships and honest prices, providing security, comfort and favorable conditions for our customers.
In the company "New Atlant", you can get the full range of real estate services necessary for real estate transactions.
The number of real estate services provided by the company includes:
- free consultation;
- Assistance in buying apartments and objects of suburban real estate (houses, cottages, cottages, land plots, etc.);
- assistance in purchasing housing using housing subsidies;
- Assistance in the sale of apartments and objects of suburban real estate (houses, cottages, cottages, land plots, etc.);
- assistance in the exchange of apartments and objects of suburban real estate;
- assistance in renting (delivery and removal) of apartments and country houses;
- services in the field of commercial (non-residential) real estate;
- urgent ransom of apartments and objects of suburban real estate;
- Assistance in the privatization of real estate (ordinary and urgent);
- legal support and registration of real estate transactions;
- registration of rights to objects of suburban real estate (commissioning of houses, privatization of land, cadastral registration of land, etc.);
- Work with loans when buying a home.
This Limited Liability Company carries out its activities based on the charter approved by the Council of the Founders of the company. The key area of the company's activity on the real estate market is the activity to provide various services in this area. The company also takes an active part in charitable activities.
The personnel of the company at 01.01.2017 is 117 people.
The entire personnel of the company is divided into the two main departments: office and administrative.
The clerical department includes real estate agents (they can also be classified as specialists): at the beginning of 2017, their number in the company totaled 92 people. Their functions include work with clients, search and processing of real estate objects as well as the organization of operations for buying, selling, renting real estate on behalf of clients. Also, in the office management department are the heads of departments of various types of real estate; there are three in total in their organization: the secondary housing department, the suburban real estate department, and the commercial (non-residential) real estate department.
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