Marketing-Research英语课件

So to practice marketing correctly, managers must have information-----this is the purpose of marketing research.
Marketing research is a part of marketing; it provides the necessary information to enable managers to market ideas, goods, and services properly.
Marketing research supplies much
of this information
1.2 Defining marketing research
Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
-------a system of values, or principles, by which you live.
A manager’s philosophy will affect how he or she make day-to-day decision in the business.
In today’s world, information is more important.
Successful companies have the right information to help them make decisions leading to success. Marketing research provides information to decision makers.
1.1 The relationship of marketing research to marketing
Marketing research is part of marketing
What is marketing?
Meeting needs profitably
The definition offered by the American Marketing Association:
Marketing research information is also routinely collected on entities other than the consumer: members of distribution channels, employees, and all the environments, including competitors.
marketing, the marketing concept and marketing strategy To know how to define marketing research To understand the purpose and uses of marketing research studies To know how to classify different types of marketing research studies To describe a MIS and understand why marketing research occupies a place in an MIS
and what is the size of each segment? Who are our competitors, and how are they already
meeting the wants and needs of consumers? Which segment(s) should we target? Which model of a proposed product will best suit the
The customers is God.
The “right philosophy” is an important first step in being
Must put together the “right strategy”
The “right marketing strategy”
marketing actions Monitor marketing performance “tracking research”
marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
1.3 What is the purpose of marketing research?
The purpose of marketing research is to link the customer to the marketer by providing information that can be used in making marketing decisions.
In order to develop the “right” strategy, the following questions must be answered:
What is the market, and how do we segment it? What are the wants and needs of each segment,
The AMA definition is :
Marketing research is the function that links the consumer, customer, and public to the marketer through information---information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.
Notice:
Sometimes marketing research studies lead to the wrong decision.
1.4 What are the uses of marketing research?
Identify market opportunities and problems Generate, refine, and evaluate potential

how?
Having the right philosophy, followed by proper marketing strategy
The importance of philosophies and the philosophy we call “the marketing concept”
target market? What is the best price? Which promotional method will be the most efficient? How should we distribute the product/service?
In order to make the right decisions, managers must have objective, accurate, and timely information.
Tangible product view of marketing Service-centered view of marketing
In order to practice marketing, marketing decision makers need information in order to make better decisions.
Marketing Bush
This course is about gathering information in order to make better decisions.
And you will learn about the basic process marketing researchers use to provide managers with the information they need to make better decisions.
have already studied fundamentals of marketing and elementary statistics.
Chapter 1 Introduction to Marketing Research
Learning Objectives To know the relationship of marketing research to
Strategy means developing plans of attack that would minimize the enemy’s ability to respond.