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In this tutorial, Mark explains the importance of writing a marketing research proposal, emphasizing that market research is essential before any business activity. The document begins with an analysis of the current market situation, including an overview of the company's products and services. It is crucial to examine market segments to assess their trends, whether they are positive, stagnant, or declining, as well as the life cycle of the specific field being researched. Additionally, the proposal requires a review of the company's history, operational styles, and previous tactics, culminating in a clear outline of the company's objectives and goals.