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Mark discusses the importance of writing a marketing research proposal, emphasizing that conducting market research is crucial before any business activities. He suggests starting with a comprehensive analysis of the current market situation, including an overview of the company's products and services. The analysis should examine market segments, their current status—whether positive, stale, or declining—and the life cycle of the specific field under consideration. Additionally, it's important to consider the company's history, operational traditions, and previous tactics. Finally, the proposal should clarify the company's objectives and desired outcomes.