The Importance of Marketing Research in Marketing Communications Between the Customer and the Organization

A Field Study on the National Company for Mills and Fodder – Tripoli, Libya

Although marketing was originally associated with goods, its positive impact on institutional performance has enabled it to penetrate fields that were once considered far removed from marketing thinking. Over time, marketing activities have evolved significantly through modern techniques, reaching the current stage of digital marketing, utilizing all possible and suitable means of communication to engage with customers and identify how well the organization meets their needs and desires according to their specific characteristics—factors that contribute directly to organizational success and goal achievement.

This study aims to shed light on these dynamics. It is structured into a preliminary chapter outlining the study plan, including the problem, significance, and objectives. The main research question is:

"To what extent is marketing research important in marketing communications between the customer and the organization?"

The study also explores the following hypotheses:

1. There is a statistically significant relationship between marketing research and marketing communications.
2. There is a statistically significant relationship between demographic variables and marketing communications.

The objectives of the study are to understand how the organization communicates with customers, the relationship between marketing research and customer interaction, the importance of communication within the organization, and how to enhance marketing skills within Libyan institutions and companies.

The study population consisted of 1,500 employees at the National Company for Mills and Fodder. A random sample of 30 individuals was selected. Out of 30 distributed questionnaires, 23 were returned, of which 22 were valid for analysis.

Key Findings:

1. Through marketing research, the company can assess customer satisfaction with its services, improve advertising tools, gather customer-related data, analyze customer information, understand the target market, and evaluate advertising campaigns—although not consistently.
2. The company conducts marketing tours, personal interviews, and direct communications to understand customer needs and address their issues. It also makes efforts to improve its image among customers, though only to an acceptable degree.
3. The company employs qualified personnel with negotiation and persuasion skills, prioritizes customer service, ensures accurate delivery times, and strives to develop and enhance services and streamline procedures.

Recommendations:

1. The company should continue conducting marketing research to measure customer satisfaction and use its insights to improve advertising methods and analyze market data. Advertising campaigns should be evaluated regularly, and the company should maintain direct communication with customers to understand their needs and solve their problems effectively.
2. Continuous efforts should be made to improve the company’s image and capitalize on employees with strong persuasion skills.
3. Ongoing development of customer services should be prioritized, along with regular assessment of promotional tools used by the company.