Week 8 Guerrilla Marketing

 This week we learned about research and how it is the starting point of every guerrilla marketing campaign.  Research can be conducted on your own or purchased.  A company in its infancy stages of marketing will often rely on its own research since it is cheap and can be solicited through existing customers by asking the right questions.  If the right questions are asked, customers will tell you what they want and don't want to see with your product or strategic direction.  Listening to the customers can then lead to achieving the companies goals and increased profitability.

Research that is purchased is often worth more than the initial investment itself.  Part of researching is to test the marketing strategy to insure it will be effective once launched.  This helps save the company from committing marketing funds to a campaign that will not help it become more profitable, reach the right audience, or hit strategic objectives.