Market assessment: Proceedings of a seminar held at Lincoln University of Canterbury 16-17 August 1973

Abstract

Satisfaction of individual and community welfare continues to become more difficult and complex, even without the complication that the natural, human and financial resources which society has to devote to this problem remain scarce. Marketing, in its modern dress, has a significant contribution to make in this area. This is because, put simply, marketing is concerned with satisfying needs and wants of consumers. Of course from the point of view of the business firms such activities need to be profitable. The concern of Lincoln College and SME Canterbury, is that sales and marketing executives periodically be given opportunity to review scientific marketing thought to assist in solving such problems. This lead to the development of the seminar reported here which is the first of an annual series. The major focus was on market assessment. We considered the seminar to be of most benefit to Sales and Marketing Executives and Market Research Specialists in industry, commerce or agriculture, who seek to keep up to date with modern marketing thought and techniques. It provided them with a review of principles and a working knowledge of techniques appropriate for investigating particular marketing problems. Subsequent seminars will use the same approach to look at other marketing problems