Strengths

Business people need critical information more than ever to reveal

the key determinants of superior performance.
Marketing researchers demonstrate their ability to discover laws, or
law-like statements, expressed in quantitative terms that are
empirically testable and generalizable to a maximum extent.
Using sophisticated quantitative or modeling techniques researchers
are destined to discover critical information about what contributes to
the success of companies.
General marketing principles such as customer satisfaction and
loyalty can apply to e-businesses.
Market research can validate empirical data known by companies and
also can give important data to companies with any kind of research.

Weaknesses
-

Academic marketing research is losing its relevance to marketing

practice.
The marketing concept has some problems because is often difficult
to implement because it fails to offer specific guidance for formulating
and implementing marketing programs, strategies and tactics.

Opportunities
-

Academics and practitioners of marketing must reconcile their goals

in order to Foster a mutually beneficial long-term relationship.
Market orientation research provides specific managerial guidelines.
Marketing research could be another contributing factor to the
strategy of the companies.

Threats
-

Businesses will survive with or without the help of academia so long

as demand for goods and services does not cease to exist.
Applications of emerging and future information technology will dwarf
the wildest imagination, making existing marketing theory virtually
irrelevant.
Researchers and managers do not share the same goal when a
research is made.