Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Marketing Research
in Management
Decision Making
Copyright © 2004
John Wiley & Sons, Inc.
Learning Objectives
1. To review the marketing concept and the
marketing mix.
Marketing:
The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and
services.
• descriptive function
• diagnostic function
• predictive function
Learning Objectives
Market Research and
Decision Making To understand the importance of
marketing research.
A proactive management:
• alters the marketing mix to fit newly
emerging patterns in economic, social,
and competitive environments
• new opportunities
• develops a long-run marketing strategy
Learning Objectives
Market Research and
Decision Making To understand the importance of
marketing research.
Applied research
To better understand the market.
Basic research
To expand the frontiers of knowledge.
Learning Objectives
Deciding Whether to Conduct
Market Research To learn when marketing research
should and should not be conducted.
• A Lack of Resources
• lack of funds
• insufficient funds to implement decisions from research
• Research Results Would Not Be Useful
• Clients may be hard-pressed to use the information
Learning Objectives
Deciding Whether to Conduct
Market Research To learn when marketing research
should and should not be conducted.
Readily Personalized
• Marketing Concept
• External Marketing Environment
• Marketing Research Defined
• Proactive Role of Marketing Research
• Applied Research vs Basic Research
• When Not To Conduct Research
• Advantages of Internet Surveys
The End