【正文】 ? Symptoms ? Causes Outes related to the marketing problem but which disguise the real nature of the underlying problem Loss of market share could be caused by superior promotion by a petitor or inadequate product distribution or a host of other factors Only after underlying causes are identified can the problem be successfully addressed Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 48 ? Interaction between the DM and the researcher should be characterised by the seven Cs: ? Communication ? Cooperation ? Confidence ? Candour ? Closeness ? Continuity ? Creativity Problem/Opportunity Audit (continued) Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 49 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 50 International Marketing Research ? Foreign markets may appear attractive but need to consider: ? Economic conditions ? Consumer behaviour and tastes ? “Red tape” ? More plex than conducting domestic research ? Globalisation requires understanding of differences between countries ? Despite plexity international marketing research expected to grow at a faster rate than domestic marketing research Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 51 Summary ? Marketing research provides information about consumers, markets etc to management to assist with decision making ? Seven step process: 1. Define management decision problem/opportunity 2. Define the marketing research problem 3. Specify the research objectives 4. Formulate a research design 5. Fieldwork and data collection 6. Data preparation and data analysis 7. Report preparation and presentation Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 52 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 53 Summary ? Marketing research is integral to MMIS and DSS ? Problem definition vital – discussion between management (other stakeholders) and researcher important in this step ? Final oute – written report ? International marketing research plex but growing Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 54 ? 靜夜四無鄰，荒居舊業(yè)貧。 , February 4, 2023 ? 雨中黃葉樹，燈下白頭人。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1以我獨沈久，愧君相見頻。 :27:0618:27Feb234Feb23 ? 1故人江海別，幾度隔山川。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1乍見翻疑夢，相悲各問年。 :27:0618:27:06February 4, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1比不了得就不比，得不到的就不要。 。 2023年 2月 下午 6時 27分 :27February 4, 2023 ? 1行動出成果，工作出財富。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 下午 6時 27分 6秒 下午 6時 27分 18:27: ? 沒有失敗，只有暫時停止成功！。 , February 4, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1成功就是日復一日那一點點小小努力的積累。 :27:0618:27Feb234Feb23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1不知香積寺，數(shù)里入云峰。 :27:0618:27:06February 4, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1楚塞三湘接，荊門九派通。 。 2023年 2月 下午 6時 27分 :27February 4, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1空山新雨后，天氣晚來秋。 下午 6時 27分 6秒 下午 6時 27分 18:27: ? 楊柳散和風，青山澹吾慮。 , February 4, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1越是沒有本領的就越加自命不凡。 :27:0618:27Feb234Feb23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1知人者智，自知者明。勝人者有力，自勝者強。 :27:0618:27:06February 4, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 2月 下午 6時 27分 :27February 4, 2023 ? 1業(yè)余生活要有意義，不要越軌。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1一個人即使已登上頂峰，也仍要自強不息。 下午 6時 27分 6秒 下午 6時 27分 18:27: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感謝您的下載觀看 專家告訴