市場(chǎng)營(yíng)銷國(guó)外原版教材第一章(已修改)
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【正文】 Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 1 PowerPoint to acpany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim PowerPoint to acpany Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 2 Chapter 1 Management Decision Problems and the Research Process Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 3 Chapter Objectives After reading this chapter you should be able to: ? Define marketing research from an applied orientation ? Understand the nature and scope of marketing research ? Understand the management purpose of using market research ? Explain the role of marketing research in business management decisionmaking Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 4 Chapter Objectives (continued) ? Consider the careers available in the market research industry ? Define the seven steps of the marketing research process ? List the key outputs in the research process ? Describe the activities involved in defining the management decision problem ? Explain why the management decision problem is the base on which marketing success is built Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 5 Chapter Outline ? What is marketing research? ? History of marketing research ? Research for management decision making ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 6 Topic ? What is marketing research? ? History of marketing research ? Research for management decision problem ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 7 What is Marketing Research? ? Information and knowledge about the market environment are vital ? These are major keys to success ? Marketing research plays a role in not only marketing decision making but also in the broader business context Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 8 Defining Marketing Research ? Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decisionmaking related to the identification and solution of problems and opportunities in marketing Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 9 A Classification of Marketing Research ? This definition states that anisations conduct marketing research for two reasons: ? Identify marketing problems ? Solve marketing problems Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 10 Problemidentification Research ? Problemidentification research is undertaken to help identify the nature of problems or opportunities ? Examples are: ? Market potential ? Market share ? Market characteristics ? Brand or pany image ? Sales analysis ? Short and long range forecasting ? Business trends Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 11 Problemsolving Research ? Problemsolving research is undertaken to derive a solution with the findings used in decision making for specific problems ? Examples are: ? Segmentation research ? Product research ? Pricing research ? Promotional research ? Distribution research Refer to Table in the text for further details on each of these research areas Determine basis for segmentation Determine optimal product design Importance of price in brand selection Optimal promotional mix Attitudes of channel members Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 12 The Central Role of Marketing Research The scope of marketing research is clearly seen in Fig Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 13 Topic ? What is marketing research? ? History of marketing research ? Research for management decision problem ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e
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