【正文】 rmulated about the problem ? a series of decisions that, taken together, prise a master plan or model for the conduct of the investigation ? Information collecting and analyzing ? including: collecting, processing, analyzing the information ? the most expensive , the most prone to error ? carried out by the pany’ s marketing research staff or by outside firms ? Interpretation and reporting ? interpret the findings, draw conclusions, report them to management ? discussions between researchers and managers will help point to the best interpretations ? research report: understanding, anizing and writing ? guidelines:1) think of the audience (too technical and argon words X) ? 2) concise yet plete ? 3) understand the results and draw conclusions ? 美國汽車制造一度在世界上占霸主地位，而日本汽車工業(yè)則是 20世紀 50年代學習美國發(fā)展而來的，但是時隔 30年，日本汽車制造業(yè)突飛猛進，充斥歐美市場及世界各地，為此美國與日本之間出現(xiàn)了汽車磨擦。每組成員包括營銷調研經理、其他專家（調查設計者、統(tǒng)計學家、行為科學家）和負責執(zhí)行與管理訪問工作的內部現(xiàn)場代表。Unit Six International Marketing Information System and Research ? 營銷信息的功能 ? （ 1）市場營銷信息是企業(yè)經濟決策的前提和基礎 ? 企業(yè)營銷過程中，無論是對于企業(yè)的營銷目標、發(fā)展方向等戰(zhàn)略問題的決策，還是對于企業(yè)的產品、定價、銷售渠道、促銷措施等戰(zhàn)術問題的決策，都必須在準確地獲得市場營銷信息的基礎上，才可能得到正確的結果。它有兩個獨立的公司內部調研小組，一個負責整個公司的廣告調研，另一個負責市場測試。 researchers must not confuse symptoms with the problem itself. ? . (symptoms) falling market share ? Method: ? 1. firm’ s marketing mix elements and target market ? 2. a close look at the promotional strategy ? 3. external environment in the form of new petitors entering the market with superior products and lower prices ? Exploratory research ? definition: learn about the problem area, focus on specific areas for study in seeking solutions ? including: discussing the problem with informed sources (within the firm, wholesalers, retailers, customers, and others outside the firm) ? examining secondary sources of information ? evaluating the pany’ s own records (very importantoverall view of pany efficiency and a clue to the problem under investigation。這樣，小巧玲瓏的轎車得到了消費者的寵愛。 01:15:0801:15:0801:15Monday, January 30, 2023 ? 1乍見翻疑夢，相悲各問年。 01:15:0801:15:0801:151/30/2023 1:15:08 AM ? 1成功就是日復一日那一點點小小努力的積累。 上午 1時 15分 8秒 上午 1時 15分 01:15: ? 楊柳散和風，青山澹吾慮。 2023年 1月 上午 1時 15分 :15January 30, 2023 ? 1業(yè)余生活要有意義，不要越軌。 01:15:0801:15:0801:15Monday, January 30, 2023 ? 1知人者智，自知者明。 2023年 1月 30日星期一 上午 1時 15分 8秒 01:15: ? 1楚塞三湘接，荊門九派通。 2023年 1月 上午 1時 15分 :15January 30, 2023 ? 1行動出成果，工作出財富。 Price – is product seen as value for money? Place – which type of outl