How to force users to enter normal information?

Hello% habrauser%
Here's a question for me.

There is for example a catalog of enterprises.
There are various fields for entering information (name of organization, description, contacts, etc.)
But 2 users from 3, in the field the name will be written (example: Plant of painting tools)
But in the description, they will write the name, who is their director, who is deputy. The entire list of phones, + list of goods.

Example # 2
There is a project like Yandex Market.
There is a format of prices for downloading goods.
There are also many different fields (name, manufacturer, description, color, weight, etc.)
And in this example, all information is recorded in the title field (example: Nokia N95-black 8GB GSM 850/900/1800/1900 / HSDPA)
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How to deal with it, and is it worth fighting at all?