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2020 SouthWestern /Thomson Learning 。Learning Objectives The Marketing Research Industry Copyright 169。 2020 SouthWestern/Thomson Learning CHAPTER two Learning Objectives Learning Objectives 1. To appreciate the structure of the marketing research industry. 2. To prehend the nature of corporate marketing research departments. 3. To learn the various types of firms and their research functions in the market research industry. 4. To understand the impact of the Inter on the marketing research industry. 5. To learn who uses marketing research. 6. To understand the growing importance of strategic partnering. 7. To appreciate the trends in global marketing research. Learning Objectives Level 1. Primary Information Users (Corporate Marketing Departments) The ultimate users of marketing research Marketing research data is needed to: 1. Determine how targets will react to alternative marketing mixes. 2. Evaluate success of operational marketing strategies. 3. Assess changes in the external environment. To learn about the various types of firms and their functions in research. The Evolving Structure Learning Objectives To learn about the various types of firms and their functions in research. The Evolving Structure Corporate Marketing Research Departments The Marketing Research Industry The Inter Impact Users of Marketing Research Strategic Partnering and Global Research General Categories of Institutions Involved in Marketing Research Kraft General Foods Institution