研究分析与报告平时作业.doc

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1、BSBRES401AAnalyzeandPresentResearchInformationAfter-classAssignment10IBClass03NameinChinese（中文姓名）NameinPinYin（姓名拼音）StudentRegistrationNumber（学号）Task1TheRoleofMarketingResearch(Chapter1)1•WhatistheMarketingResearch?MarketingResearch:Theapplicationofthesc

2、ientificmethodinsearchingforthetruthaboutmarketingphenomena.Theseactivitiesincludedefiningmarketingopportunitiesandproblems,generatingandevaluatingmarketingideas,monitoringperformance,andunderstandingthemarketingprocess.2.WhatarethedifferencesbetweenBas

3、icResearchandAppliedResearch?BasicResearchconductedwithoutaspecificdescisioninmindthatusuallydoesnotaddresstheneedsofaspecificorganization;AppliedResearchconductedtoaddressaspecificmarketingdescisionforaspecificfirmororganization.3.WhatistheMarketingCon

4、ceptconcernedwith?MarketingConceptconcernedwithconsumerdesires,beliefs,andattitudesbecomesessential.4.Whatfourstagesdoesamarketingstrategyinvolve?Amarketingstrategyinvolvefollowingfourstages:(1)Identifyingandevaluuatingmarketopportunities;(2)Analyzingma

5、rketsegmentsandselectingtargetmarkets;(3)Planningandimplementingamarketingmixthatwillprovidevaluetocustomersandmeetorganizationalobjectives;(4)Analyzingfirmperformance5.Whichfactorsshouldbeconsideredwhenamarketingmanagerfacesthedecisionwhentoconductamar

6、ketingresearch?Pleaseexplain.(自己写)Task2(Chapter3,5)1.Whatarethethreetypesofmarketingresearch?Decidewhetherthefollowingresearchesshouldbeexploratory,descriptive,orcasual,andbrieflygiveyourreasons.ThethreetypesofmarketingresearchisExploratoryResearch,Desc

7、riptiveResearch,andCasualResearch.(1)Establishingthefunctionalrelationshipbetweenadvertisingandsales.ExploratoryResearch(解释为什么是这个调研，自己写)(2)Investigatingconsumerreactionstotheideaofanewlaundrydetergentthatpreventsshrinkageinhotwater.DescriptiveResearch(解

8、释为什么是这个调研，H己写)(3)Identifyingtargetmarketdemographicsforashoppingcentre.CasualResearch(解释为什么是这个调研，自己写)2.Listthestagesintheresearchprocess.1)Definingtheresearchobjectives2)Planningaresearchdesign3)Planningasample4)Collectingthedata