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ID:27675111
大小:1.10 MB
页数:39页
时间:2018-12-05
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1、TheRoleofMarketingResearchinManagementDecisionMakingChapterOneCopyright©2002South-WesternCollegePublishingCo.LearningObjectives1.Toreviewthemarketingconceptandthemarketingmix.2.Tocomprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.3.Todefinemarketingresearch.4.Tounderstandth
2、eimportanceofmarketingresearchinshapingmarketingdecisions.5.Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.LearningObjectives6.Tounderstandthehistoryofmarketingresearch.7.Toexaminecareeropportunitiesinmarketingresearch.Toreviewthemarketingconceptandthemarketingmix.Marketing:Theproc
3、essofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservices.TheMarketingConcept(1)aconsumerorientation(2)agoalorientation(3)asystemsorientationTheNatureofMarketingDecidingWhethertoConductMarketResearchTheHistoryandFutureofMarketingResearchTheRoleofMarketR
4、esearchinDecisionMakingTheProfoundImpactoftheInternetTocomprehendthemarketingenvironment.IdentifyingTargetMarketsandResearchingtheMarketingMix:TheOpportunisticNatureofMarketingResearchAmarketingmix:Theuniqueblendofproduct/service,pricing,promotion,anddistributionstrategiesdesignedtoreachaspec
5、ifictargetmarket.TheNatureofMarketingTheHistoryandFutureofMarketingResearchTheRoleofMarketResearchinDecisionMakingTheProfoundImpactoftheInternetTheExternalMarketingEnvironmentAlteringthemarketingmixbecauseofchanges.DecidingWhethertoConductMarketResearchTodefinemarketingresearch.MarketingResea
6、rchDefinedTheplanning,collection,andanalysisofdatarelevanttomarketdecisionmakingandcommunicationoftheresultsofthisanalysistomanagement.TheImportanceofMarketingResearchtoManagementdescriptivefunctiondiagnosticfunctionpredictivefunctionTheNatureofMarketingTheHistoryandFutureofMarketingResearchT
7、heRoleofMarketResearchinDecisionMakingTheProfoundImpactoftheInternetDecidingWhethertoConductMarketResearchTounderstandtheimportanceofmarketingresearch.TheParamountImportanceofKeepingExistingCustomersManagersMustUnderstandtheEver-ChangingMarke
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