Cogent Communications is a multinational internet service provider whose network spans more than 50,600 intercity fiber route miles and 14,200 metro fiber miles. Cogent provides service in over 145 markets across 28 countries in North America and Europe. Cogent carries approximately 25 petabytes per day of Internet traffic and connects to approximately 3,250 networks. Cogent has grown to become the second largest carrier of Internet traffic in the world with approximately 17% of the world's Internet traffic crossing its network.[citation needed]
Cogent's AS174 has one of the highest-ranked connectivity degrees on the Internet.


Marketing research is a process that investigates both organizations and people. Of course, organizations are made up of people so when it comes down to it, marketing research is a branch of the social sciences. Social science studies people and their relationships and includes such areas as economics, sociology and psychology. To gain understanding into their fields, researchers in the social sciences use scientific methods that have been tested and refined over hundreds of years. Many of these methods require the institution of tight controls on research projects. For instance, many companies survey (i.e., ask questions) a small percentage of their customers (called a sample) to see how satisfied they are with the company’s efforts. For the information obtained from a small group of customers to be useful when evaluating how all customers feel, certain controls must be in place including controls on who should be included in the sample.

Thus, doing research right means the necessary controls are in place to insure it is done correctly and increase the chance the results are relevant. Relying on results of research conducted incorrectly to make decisions could prove problematic if not disastrous. Thousands of examples exist of firms using faulty research to make decisions, including many dot-com companies that failed between 1999 and 2002.

As one might expect, the trade-off for doing research right is the increase in cost and time needed to conduct the research. So a big decision for marketers, when it comes to doing research, is to determine the balance between the need for obtaining relevant information and the costs involved in carrying out the research.
To be successful with its brand management plan, Walters for instance, if entering to the HK market for their crisp snacks needs to apply marketing skills to attract and retain customers as well as patients, public relations efforts should be formulated and targeted to identify markets. Unduly restricted or limited marketing efforts can hinder the success of brand communication management and its role in useful strategic brand planning (1991). Moreover, despite the risk of stifling their marketing programs' effectiveness, many hospitals cut marketing budgets because they do not see the area as a revenue generator, in order to counter this perception is to treat marketing as an investment that should be tracked, measured and evaluated for reasonable returns as well as the need to pare down their approaches to audience segments for the usage of specific brand and communication services. ( 1991)





The process involves identifying the concerns of a target group by customer service and or brand identity and develop useful message to reach those individuals through appropriate media. For example, Walters firm can develop a marketing campaign for creative product brand message that has connection to the HK consumers probably, touching a bit of the country's culture. ( 1991) Furthermore, consistent marketing campaign, tied to the strategic plan, should motivate potential consumers of the product as it increases in volume as cost effectiveness of marketing strategies need have to undergo analysis. (1990) An integrated program of marketing and strategic planning balances qualitative and quantitative analyses with sound use of reliable analytical techniques and careful planning are markers of brand planning success. Thus, building strength of brand, there can develop global campaign to coordinate efforts among various business partners, collection techniques and marketing strategies. ( 1990 p. 40) Businesses with strong brands have much to lose as well as gain, as the stakes rise as the donors must decide when and where to contribute and establish a reputation for competence in the minds of HK consumers. Furthermore, to identify the issues it must deal with to ensure growth and development and then adopt a strong brand communication system as there is a significant difference between brand strategy and mid to long-term management planning: the brand strategy is drawn up based on future goals, while brand management planning is carried out based on the current situation of the organization. (1993)





Henceforth, the brand strategy provides future image for crisp snacks business to have better plan of action and criteria against which to judge actions, while mid to long-term management planning covers better communication management indices (1994 ) When services consist of solving different problems in different ways one earns a good reputation. When services consist of solving the same problems in predictable ways, one has the makings of a brand. In many areas where nonprofits are active there are no widely accepted ways of delivering services (2000). This is exciting and personally rewarding for those involved, it just doesn't necessarily lead to good conditions for a brand name only when there is a well-established framework for providing services can a true brand name even have a chance to emerge. (1994) A growing number of nonprofits have a different problem: multiple brands. It is always easier when there is one brand and it resides in the operating organization but forces such as the fragmentation of funders and the needs of different populations can make it essential to have multiple brands. ( 2000) Multiple brands are inevitable as long as the scale of the programs remains small and the programs distinct enough the situation is manageable, snacks business in HK will quickly develop an overload of brand names. (1994 )





Moreover, such commercial relationships increase the likelihood that a charity's independence from outside influences will be compromised and there will develop strong perception among potential HK consumers (1984). Then, the commercial endorsements will increase potential market growth and stability in achieving the presented discussion, Consumer Satisfaction Survey can be one factor for gaining valid and reliable research study. In competitive markets, the profit motive generates incalculable human benefits by motivating businesses to outdo each other in providing the public with higher quality goods and services at competitive prices.

PRESENTING THE RESEARCH PLAN

The last step in market research is the presentation of a formal plan. At this stage, the marketing researcher should summarize the plan in a written proposal to management. A written proposal is especially important when the research project will be large and complex or when an outside firm carries it out. The proposal should cover the management problems addressed and the research objectives, the information to be obtained, the sources of secondary information or methods for collecting primary data, and the way the results will help management decision making. A written research plan or proposal makes sure that the marketing manager and researchers have considered all the important aspect of the research and that they agree on why and how the research will be done.

MANAGEMENT'S USE
OF MARKETING RESEARCH

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Several factors can stand in the way of its greater utilization.

A narrow conception of marketing research. Many managers see marketing research as only a fact-finding operation. The marketing researcher is supposed to design a questionnaire, choose a sample conduct interviews, and report results, often without being given a careful definition of the problem or of the decision alternatives facing management. As a result, some fact finding fails to be useful. This reinforces management's idea of the limited usefulness of some marketing research.
Uneven caliber of marketing researchers. Some managers view marketing research as little better than a clerical activity and reward it as such. Poorly qualified marketing researchers are hired, and their weak training and deficient creativity lead to unimpressive results. The disappointing results reinforce management's prejudice against expecting too much from marketing research. Management continues to pay low salaries, perpetuating the basic difficulty.
Late and occasional erroneous findings by marketing research. Managers want quick results that are accurate and conclusive. But good marketing research takes time and money. If they can't perceive the difference between quality and shoddy research, managers become disappointed, and they lower their opinion of the value of marketing research. This is especially a problem in conducting marketing research in foreign countries.
Intellectual differences. Intellectual divergences between the mental styles of line managers and marketing researchers often get in the way of productive relationships. The marketing researcher's report may seem abstract, complicated, and tentative, while the line manager wants concreteness, simplicity, and certainty. Yet in the more progressive companies, marketing researchers are increasingly being included as members of the product management team, and their influence on marketing strategy in growing.
 
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Cogent Communications is a multinational internet service provider whose network spans more than 50,600 intercity fiber route miles and 14,200 metro fiber miles. Cogent provides service in over 145 markets across 28 countries in North America and Europe. Cogent carries approximately 25 petabytes per day of Internet traffic and connects to approximately 3,250 networks. Cogent has grown to become the second largest carrier of Internet traffic in the world with approximately 17% of the world's Internet traffic crossing its network.[citation needed]
Cogent's AS174 has one of the highest-ranked connectivity degrees on the Internet.


Marketing research is a process that investigates both organizations and people. Of course, organizations are made up of people so when it comes down to it, marketing research is a branch of the social sciences. Social science studies people and their relationships and includes such areas as economics, sociology and psychology. To gain understanding into their fields, researchers in the social sciences use scientific methods that have been tested and refined over hundreds of years. Many of these methods require the institution of tight controls on research projects. For instance, many companies survey (i.e., ask questions) a small percentage of their customers (called a sample) to see how satisfied they are with the company’s efforts. For the information obtained from a small group of customers to be useful when evaluating how all customers feel, certain controls must be in place including controls on who should be included in the sample.

Thus, doing research right means the necessary controls are in place to insure it is done correctly and increase the chance the results are relevant. Relying on results of research conducted incorrectly to make decisions could prove problematic if not disastrous. Thousands of examples exist of firms using faulty research to make decisions, including many dot-com companies that failed between 1999 and 2002.

As one might expect, the trade-off for doing research right is the increase in cost and time needed to conduct the research. So a big decision for marketers, when it comes to doing research, is to determine the balance between the need for obtaining relevant information and the costs involved in carrying out the research.
To be successful with its brand management plan, Walters for instance, if entering to the HK market for their crisp snacks needs to apply marketing skills to attract and retain customers as well as patients, public relations efforts should be formulated and targeted to identify markets. Unduly restricted or limited marketing efforts can hinder the success of brand communication management and its role in useful strategic brand planning (1991). Moreover, despite the risk of stifling their marketing programs' effectiveness, many hospitals cut marketing budgets because they do not see the area as a revenue generator, in order to counter this perception is to treat marketing as an investment that should be tracked, measured and evaluated for reasonable returns as well as the need to pare down their approaches to audience segments for the usage of specific brand and communication services. ( 1991)





The process involves identifying the concerns of a target group by customer service and or brand identity and develop useful message to reach those individuals through appropriate media. For example, Walters firm can develop a marketing campaign for creative product brand message that has connection to the HK consumers probably, touching a bit of the country's culture. ( 1991) Furthermore, consistent marketing campaign, tied to the strategic plan, should motivate potential consumers of the product as it increases in volume as cost effectiveness of marketing strategies need have to undergo analysis. (1990) An integrated program of marketing and strategic planning balances qualitative and quantitative analyses with sound use of reliable analytical techniques and careful planning are markers of brand planning success. Thus, building strength of brand, there can develop global campaign to coordinate efforts among various business partners, collection techniques and marketing strategies. ( 1990 p. 40) Businesses with strong brands have much to lose as well as gain, as the stakes rise as the donors must decide when and where to contribute and establish a reputation for competence in the minds of HK consumers. Furthermore, to identify the issues it must deal with to ensure growth and development and then adopt a strong brand communication system as there is a significant difference between brand strategy and mid to long-term management planning: the brand strategy is drawn up based on future goals, while brand management planning is carried out based on the current situation of the organization. (1993)





Henceforth, the brand strategy provides future image for crisp snacks business to have better plan of action and criteria against which to judge actions, while mid to long-term management planning covers better communication management indices (1994 ) When services consist of solving different problems in different ways one earns a good reputation. When services consist of solving the same problems in predictable ways, one has the makings of a brand. In many areas where nonprofits are active there are no widely accepted ways of delivering services (2000). This is exciting and personally rewarding for those involved, it just doesn't necessarily lead to good conditions for a brand name only when there is a well-established framework for providing services can a true brand name even have a chance to emerge. (1994) A growing number of nonprofits have a different problem: multiple brands. It is always easier when there is one brand and it resides in the operating organization but forces such as the fragmentation of funders and the needs of different populations can make it essential to have multiple brands. ( 2000) Multiple brands are inevitable as long as the scale of the programs remains small and the programs distinct enough the situation is manageable, snacks business in HK will quickly develop an overload of brand names. (1994 )





Moreover, such commercial relationships increase the likelihood that a charity's independence from outside influences will be compromised and there will develop strong perception among potential HK consumers (1984). Then, the commercial endorsements will increase potential market growth and stability in achieving the presented discussion, Consumer Satisfaction Survey can be one factor for gaining valid and reliable research study. In competitive markets, the profit motive generates incalculable human benefits by motivating businesses to outdo each other in providing the public with higher quality goods and services at competitive prices.

PRESENTING THE RESEARCH PLAN

The last step in market research is the presentation of a formal plan. At this stage, the marketing researcher should summarize the plan in a written proposal to management. A written proposal is especially important when the research project will be large and complex or when an outside firm carries it out. The proposal should cover the management problems addressed and the research objectives, the information to be obtained, the sources of secondary information or methods for collecting primary data, and the way the results will help management decision making. A written research plan or proposal makes sure that the marketing manager and researchers have considered all the important aspect of the research and that they agree on why and how the research will be done.

MANAGEMENT'S USE
OF MARKETING RESEARCH

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Several factors can stand in the way of its greater utilization.

A narrow conception of marketing research. Many managers see marketing research as only a fact-finding operation. The marketing researcher is supposed to design a questionnaire, choose a sample conduct interviews, and report results, often without being given a careful definition of the problem or of the decision alternatives facing management. As a result, some fact finding fails to be useful. This reinforces management's idea of the limited usefulness of some marketing research.
Uneven caliber of marketing researchers. Some managers view marketing research as little better than a clerical activity and reward it as such. Poorly qualified marketing researchers are hired, and their weak training and deficient creativity lead to unimpressive results. The disappointing results reinforce management's prejudice against expecting too much from marketing research. Management continues to pay low salaries, perpetuating the basic difficulty.
Late and occasional erroneous findings by marketing research. Managers want quick results that are accurate and conclusive. But good marketing research takes time and money. If they can't perceive the difference between quality and shoddy research, managers become disappointed, and they lower their opinion of the value of marketing research. This is especially a problem in conducting marketing research in foreign countries.
Intellectual differences. Intellectual divergences between the mental styles of line managers and marketing researchers often get in the way of productive relationships. The marketing researcher's report may seem abstract, complicated, and tentative, while the line manager wants concreteness, simplicity, and certainty. Yet in the more progressive companies, marketing researchers are increasingly being included as members of the product management team, and their influence on marketing strategy in growing.

Hey netra, thanks for sharing the information on Cogent Communications which is one of the largest internet service provider. Well, i am also going to share a document where you would find some more detailed information on Cogent Communications.
 

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