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大小:1.10 MB
页数:39页
时间:2020-04-09
《市场调研指南(英文).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、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
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