市场调研指南(英文).ppt

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1、TheRoleofMarketingResearchinManagementDecisionMakingChapterOneCopyright©2002South-WesternCollegePublishingCo.LearningObjectives1.Toreviewthemarketingconceptandthemarketingmix.2.Tocomprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.3.Todefinemarketingresearch.4.Tounderstandtheimpor

2、tanceofmarketingresearchinshapingmarketingdecisions.5.Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.LearningObjectives6.Tounderstandthehistoryofmarketingresearch.7.Toexaminecareeropportunitiesinmarketingresearch.Toreviewthemarketingconceptandthemarketingmix.Marketing:Theprocessofplannin

3、gandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservices.TheMarketingConcept(1)aconsumerorientation(2)agoalorientation(3)asystemsorientationTheNatureofMarketingDecidingWhethertoConductMarketResearchTheHistoryandFutureofMarketingResearchTheRoleofMarketResearchinDecisionM

4、akingTheProfoundImpactoftheInternetTocomprehendthemarketingenvironment.IdentifyingTargetMarketsandResearchingtheMarketingMix:TheOpportunisticNatureofMarketingResearchAmarketingmix:Theuniqueblendofproduct/service,pricing,promotion,anddistributionstrategiesdesignedtoreachaspecifictargetmarket.TheNatu

5、reofMarketingTheHistoryandFutureofMarketingResearchTheRoleofMarketResearchinDecisionMakingTheProfoundImpactoftheInternetTheExternalMarketingEnvironmentAlteringthemarketingmixbecauseofchanges.DecidingWhethertoConductMarketResearchTodefinemarketingresearch.MarketingResearchDefinedTheplanning,collecti

6、on,andanalysisofdatarelevanttomarketdecisionmakingandcommunicationoftheresultsofthisanalysistomanagement.TheImportanceofMarketingResearchtoManagementdescriptivefunctiondiagnosticfunctionpredictivefunctionTheNatureofMarketingTheHistoryandFutureofMarketingResearchTheRoleofMarketResearchinDecisionMaki

7、ngTheProfoundImpactoftheInternetDecidingWhethertoConductMarketResearchTounderstandtheimportanceofmarketingresearch.TheParamountImportanceofKeepingExistingCustomersManagersMustUnderstandtheEver-ChangingMarke