“The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.” (Marketing an Introduction, Armstrong Kotler, Pg. 107) One of our main objectives as a company is to not only expand sales to existing customers and build on our current strengths but to also introduce an existing product like chocolate into a completely new market. We aim to not be you average chocolate maker, but to be one of the best chocolate makers in the world. We want to build a long-term marketing position through creating customer value. We as a company want to continue to be on the cutting edge with our competition, not only learning but always practicing customer relations improvement. “The overall advertising objective is to help build customer relationships by communicating customer value.” (Marketing an Introduction, Armstrong Kotler, Pg 386)
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