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时间:2020-03-09
《中山大学吴柏林教授 研究生课程“营销管理”绝密资料CH.ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、ExploringMarketingResearchWilliamG.ZikmundChapter1:TheNatureofMarketingResearchTheNatureofMarketingResearchMarketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddef
2、inemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocessMarketingResearchDefinedThesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisionsTheMarketingResearch
3、ProcessThisprocessincludes:specifyingwhatinformationisrequired;designingthemethodforcollectinginformation;managingandimplementingthecollectionofdata;analyzingtheresults;andcommunicatingthefindingsandtheirimplications.Idon’tknowifweshouldentertheAustralianMarket?In
4、formationReducesUncertainty“Itain’tthethingswedon’tknowthatgetsusintrouble.It’sthethingsweknowthatain’tso.”ArtemusWardMarketingResearchTypesBasicresearchAppliedresearchBasicResearchAttemptstoexpandthelimitsofknowledgeNotdirectlyinvolvedinthesolutiontoapragmaticpro
5、blemBasicResearchExampleDoconsumersexperiencecognitivedissonanceinlow-involvementsituations?AppliedResearchConductedwhenadecisionmustbemadeaboutaspecificreal-lifeproblemAppliedResearchExampleShouldMcDonaldsaddItalianpastadinnerstoitsmenu?MarketingresearchtoldMcDon
6、ald’sitshouldnot?ShouldProcter&Gambleaddahigh-pricedhometeethbleachingkittoitsproductline?ResearchshowedCrestWhitestripswouldsellwellataretailpriceof$44ScientificMethodTheanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmo
7、rdisprovepriorconceptionsMarketingConceptCentralideainmarketingEvolvedovertimeNotproduction-orientedMarketing-orientedConsumerOrientedLongRunProfitabilityCross-FunctionalEffortMarketingConceptKeepingCustomersandBuildingRelationshipsRELATIONSHIPMARKETING-theideath
8、atamajorgoalofmarketingistobuildlong-termrelationshipswiththepartieswhocontributetothecompany’ssuccess.Marketerswantcustomersforlife.Managingtherelation
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