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【正文】 g Back to Problem definition 6 Marketing: Real People, Real Decisions The Marketing Research Process ? Defining the problem to be investigated is the first step in the marketing research process. Defining the problem has three ponents: – Specify research objectives – Identify consumer population – Assess environmental context ? Finding out what consumers really think about your products can be a good research objective, as discovered by MercedesBenz. ? Research design: a plan that specifies what information marketers will collect and what type of study they will do. ? The first thing to do is to look at what has been done already, called secondary research. 7 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Exploratory research: technique that marketers use to generate insights for future, more rigorous studies, and to help define the problem. This type of research produces qualitative data. ? Exploratory research can include secondary research, consumer interviews, focus groups, case studies, and ethnographies. ? Secondary research: an examination of research already conducted by others, and other sources of external information. ? Statistics Canada’s Market Research Handbook is a good source of information, as are bank web sites, and marketing research associations. ? It is better to find out what is available before deciding to conduct one’s own research, to save time and money. 8 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Consumer interviews: oneonone discussions between a consumer and a researcher. These interviews can be more indepth than telephone surveys and allow for probing further into subject areas. ? Focus group: a productoriented discussion conducted among a small group of consumers led by a trained moderator. ? Focus groups are used extensively by the advertising industry to develop munications strategy and test ideas. ? Focus groups are fast ways to collect information and benefit from the group atmosphere, however, they must be used with caution as the results are not necessarily representative of the overall population researchers are interested in. 9 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Projective techniques: tests that marketers use to explore people’s underlying feelings about a product, especially appropriate when consumers are unable or unw
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