Market researchA B C D E F G H IJKL M N O P R S T U VXYZWthe means of production is essentially private:
the ‘public’ denomination of private corpora-
tions has nothing to do with the public; rather,
it denotes shareholding by other ‘public’ bodies
and private individuals. Out of market liberalism
has sprung the concept of the free press; policies
urging privatization of all mass communica-
tion (not to mention other public services
such as education, health and transport); and
deregulation.
John Keane in The Media and Democracy
(Polity Press, 1991) says that many market liberals
‘love to talk of the need for a free communications
market without censorship’. However, ‘they are ...
unsympathetic or hostile to citizens’ attempts to
extend the role of law, to reduce the arbitrariness
and secrecy of political power’. Th us two compet-
ing principles are at work. The ‘free market’
process coexists within ‘a powerful, authoritative
state which acts as an overlord of the market’.
Th is amounts to a position where there is liberty
for some but not necessarily for all.
Keane believes market liberalism ‘succours the
old doctrine of sovereignty of the state – permis-
sion for the state to defend itself by any means
should it feel threatened, including controlling
and regulating the liberties of the public’. Should
there at the same time appear to be a threat to
the free market, then the free market will collude
with the state in seeking out and identifying
‘enemies of the state’. Private sector media,
in particular the press, will have taken on the
role of guard dog. See commercial laissez-
faire model of (media) communication;
kuuki; hegemony.
Market research A term that covers the wide
range of research activities that may be under-
taken to investigate aspects of an existing or
potential market. It may have a number of aims:
for example, to discover whether there is a need
for a proposed new service; to ascertain consum-
ers’ views on the need to modify an existing
product; to test out ideas for promotional activi-
ties; or to evaluate responses to a campaign.
With regard to its use in marketing activi-
ties, Brassington and Pettitt in Essentials of
Marketing (FT/Prentice-Hall, 2007) comment
that, ‘Decisions on product range, packaging,
pricing and promotion will all arise from a well-
understood profi le of the diff erent types of need
in the market.’ It is the role of market research
to help construct such profi les. Typical research
methods include observational techniques,
questionnaires, interviews and focus
groups. See consumption behaviour;
sampling; segmentation.refl ects the benefi ts and quality of the product,
given that they are not able to experience the
product in advance.
Th e Ps need to be appropriately considered,
with reference to the product, service and
consumers, but ‘together they form the basis for
any marketing plan’. According to the Institute,
the fi rst fi ve are important for the marketing of
a product and all are important to the marketing
of a service. Four of them – Price, Product, Place,
Promotion – are often described as being at the
core of the marketing mix.
Frances Brassington and Stephen Pettitt in
Essentials of Marketing (FT/Prentice-Hall, 2007)
discuss the rise of a contemporary approach to
marketing known as relationship marketing –
one that focuses on building the relationship
between buyer and seller. This is typical of
marketing activity in the business-to-business
sector, where longstanding relationships
between buyers and sellers is seen as a signifi cant
factor in the decisions made about purchases. It
is also increasingly used in other sectors. New
technology and the rapid growth of online
marketing have facilitated direct communica-
tion with individual consumers, the building of
closer relationships with the ordinary customer
and the nurturing of consumer loyalty.
Brassington and Pettitt point out that,
‘Although relationship marketing over time
focuses on customers’ needs and attitudes as
important points of concern, it can also embrace
social and ethical concerns ...’ This may be
the case especially where an organization has
developed a Corporate Social Responsibility
programme. A number of organizations have
such programmes as a means of enhancing their
reputation with both consumers and the wider
national and international community. In part
such programmes refl ect a growing awareness
that a significant number of consumers are
concerned about the ethical behaviour, or other-
wise, of companies. See culture: consumer;
market research.
▶Terence A. Shrimp, Integrated Marketing Commu-
nications in Advertising & Promotion (Thomson
South-Western, 2009).
Market liberalism ideology dominant in West-
ern countries, adopted worldwide after the fall of
Soviet communism as a normative way of state,
industrial and commercial governance; its key
principle – leave to market forces. It is essentially
capitalist, resistant to attempts to restrict free
enterprise by state control or regulation; these
are considered to be ill-judged, an interference
with the ‘natural order of things’. Ownership of