Centralization of the marketing research ensures that the field personnel and resident managers have more intimate knowledge of the subtleties of the market.

Question

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The obvious advantage to decentralization of the marketing research function is that control rests in hands closer to the market. Field personnel, resident managers, and customers generally have more intimate knowledge of the subtleties of the market and an appreciation of the diversity that characterizes most foreign markets.

Centralization of the Marketing Research Ensures That the Field Personnel