Introduction A brand name is a blot used to show ownership and that’s why my friend is a brand loyal to Panasonic. Panasonic is one of the three big video manufacturers; the other two are Sony and JVC. My friend always uses Panasonic VHS and Super VHS recorders and editors for several reasons. For one, Panasonic produced VHS and Super VHS VCRs, and industrial VCRs and editors some years before Sony did. Secondly, Panasonic is really Matsushita and is also sold as a National brand in other countries. Thirdly, Panasonic prosumer equipment is more resilient and reliable than the punter versions of similar models, and if purchased from most consumer outlets, the consumer versions are typically much more expensive. (Marconi J, 2000, p. 65). Findings on my friend’s brand loyalty Using a vendor-managed inventory model, Panasonic has taken on accountability for the inventory of its products in the retailers’ supply chains. Everybody wins with this model. The retailers get rid of or reduce the costs of owning the inventory but then share out their higher margins with Panasonic. For its part, Panasonic gets an even superior benefit: an end-to-end view of its retailers’ supply chains in real-time, enabling Panasonic to better administer its business activities, including production timing, and that’s why my friend prefers it. (Marconi J, 2000, p. 70). Background on Panasonic and how it is promoted in the market Panasonic is one of the principal electronic product manufacturers in the world, comprised of over 600 companies. The manufacturer and market over 15,000 products under brands such as; Panasonic, National, and Technics to augment and enrich lifestyles all around the world. (Marconi J, 2000, p. 72). Panasonic is comprised of 14 business realm companies. Each company has its own distinct R&D, production, and sales divisions that act in response to its own business section, such as AV, home appliances, industrial solutions, and extra electronic and consumer products. (Marconi J, 2000, p. 75). Panasonic is promoting corporate social responsibility by reviewing their economic, social, and environmental events from a global perspective as implied by the company’s administration philosophy, to enhance accountability and advance corporate values. (Marconi J, 2000, p. 78). Importance of Marketing Research and How Marketing Information Is Used Market research is essential for a company to know what type of products or services would be beneficial to introduce in the market. Moreover, with respect to its accessible products in the market, good market research enables a corporation to know if it has been able to gratify customer needs and whether any changes require to be made in the packaging, delivery, or the product itself. (Armstrong G, 2006, p. 90). Marketing research consists of a plan that charts how pertinent data is to be collected and analyzed so that the outcomes are useful and appropriate for making marketing decisions. Once the research and the associated analysis are absolute, the results are communicated to management. This provides management with thorough information concerning crucial factors that have an impact on the target market and existing marketing mix. (Armstrong G, 2006, p. 93). Marketing inf