SORMA (Societatea Român? de Marketing ?i Cercetarea Opiniei Publice), împreun? cu ESOMAR (Organiza?ia Interna?ional? a Industriei de Cercetare de Pia??), v? invit? la un eveniment online cu tema ?Cum s? i?i cre?ti vânz?rile utilizând cercetarea de marketing??.Evenimentul este dedicat produc?torilor mici ?i mijlocii din pia?a de FMCG din România. Participând la webinar ve?i descoperi cum pute?i folosi serviciile de cercetare de pia?? pentru a atinge segmentele ?int? de consumatori ?i pentru a putea câ?tiga cote de pia?? care s? v? permit? prezen?a în lan?urile de desfacere corespunz?toare strategiilor de marketing ?i de vânz?ri. Deschidere eveniment: mesaj din partea SORMA ?i ESOMAR ? Alina ?erb?nic?, Pre?edinte SORMA ?i Reprezentant ESOMAR România?Despre retail ?i cercetare de pia??? ? interviu cu C?lin Costina?, Deputy CEO ProfiSesiune Q&A?Trenduri ale pie?ei bunurilor de larg consum ?i comportament de cump?rare? ? Iulia Pencea, Director General Nielsen RomâniaSesiune Q&AÃnchidere eveniment: mesaj din partea ESOMAR ? Kristin Luck, Pre?edinte ESOMAR
We have a better understanding of our competitive position and can match the effectiveness of our sales, marketing and communications methods with competitors. Analysing, interpreting and acting on the data from the research group database has helped us to be take the right decisions to increase sales through using market research to lead our thinking from the customers' point of view, rather than our expectations of what they might like and what they might want to buy.
My paper starts with a brief description of EFPIA, which was established in 1977 to represent the pharmaceutical industry in W. Europe and refers to its changing role in the animal health field within the past year. It consists of sixteen pharmaceutical industry associations. The Trade Associations representing the animal health industry in certain countries in W. Europe, saw a need for collating and issuing reliable national data on their members' sales over a decade ago. These reasons will be briefly discussed. The objectives of the Federations' audit have been to collate as accurately, and issue in as much detail as possible, the national data collated by its member Associations.
A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now identify those campaigns which are most effective in moving goods and those which are least effective. And having these data, we can analyze advertising campaigns objectively and systematically to learn the basic principles that govern advertising failure and success. Since we are interested primarily in what makes people buy - in the relationship between advertising stimulus and buying behavior - we have called this research development ACTIVATION.