胡佳燕 研究分析与报告平时作业

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1、BSBRES401AAnalyzeandPresentResearchInformationAfter-classAssignment12IBClass_12IB02___NameinChinese（中文姓名）___胡佳燕__________NameinPinYin（姓名拼音）__HuJiayan________StudentRegistrationNumber（学号）___20122683154_____9Task1TheRoleofMarketingResearch(Chapter1)1.WhatistheMarketingResearch?2.Whata

2、rethedifferencesbetweenBasicResearchandAppliedResearch?3.WhatistheMarketingConceptconcernedwith?4.Whatfourstagesdoesamarketingstrategyinvolve?5.Whichfactorsshouldbeconsideredwhenamarketingmanagerfacesthedecisionwhentoconductamarketingresearch?Pleaseexplain.1.MarketingResearchistheap

3、plicationofthescientificmethodinsearchingforthetruthaboutmarketingphenomena.Researchapplicationsincludedefiningmarketingopportunitiesandproblems,generatingandevaluatingmarketingideas,monitoringperformanceandunderstandingthemarketingprocess.2.Appliedmarketingresearchisconductedtoaddr

4、essaspecificmarketingdecisionforaspecificfirmororganization.Basicmarketingresearchisconductedwithoutaspecificdecisioninmind,anditusuallydoesnotaddresstheneedsofaspecificorganization.Sometimesresearchersusedifferenttermstorepresentthesamedistinction.Somereservethetermmarketingresearc

5、htorefertobasicresearch.Then,thetermmarketresearchisusedtocaptureappliedresearchaddressingtheneedsofafirmwithinaparticularmarket.Whilethedistinctionisveryusefulindescribingresearch,thereareveryfewaspectsofresearchthatapplytoonlybasicoronlyappliedresearch.Inaddition,wewillusethetermm

6、arketingresearchmoregenerallytorefertoeithertypeofresearch.3.Themarketingconceptisacentralideainmodernmarketingthinkingthatfocusesmoreonhowthefirmprovidesvaluetocustomersthanonthephysicalproductorproductionprocess.Marketconceptconcernedwithconsumerdesires,beliefsandattitudesbecomese

7、ssential.4.Developingandimplementingamarketingstrategyinvolvesfourstages:(1)Identifyingandevaluatingmarketopportunities(2)Analyzingmarketsegmentsandselectingtargetmarkets,(3)Planningandimplementingamarketingmixthatwillprovidevaluetocustomersandmeetorganizationalobjectives(4)Analyzin

8、gfirmperformance5.W