The use of marketing research for the improvement of the marketing mix of the company

The market research has the role of helping in the decision making process, on a scientific base, in a company with an environment in continuous change. It can be successfully utilized in reaching most of the company's objectives, including the purpose of improving its marketing mix. Marketing mix is composed of the variables that the company has on its hands to influence the targeted market. In its classical form, marketing mix has four variables: price, product, place, promotion. Marketing research can be complete or selective, on a whole collectivity or on a sample. Obviously, the data obtained through a complete research is more accurate, in comparison with the selective research. The last part of the paper is a case study on a small Romanian company, SC Pro Ceramic Art Deco Pitesti, regarding the utilisation of marketing research for the improvement of its marketing mix. The study is the first for this company and it was done as a complete research on business customers.