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Marketing Research University of Rio Grande & Rio Grande 市场营销的研究里奥格兰德大学里奥格兰德_图文

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The Role of Marketing Research Chapter 1 What is Marketing Research? ? “The systematic and objective process of generating information to aid in making marketing decisions.” ? Types of research – Basic (pure) research – Applied research The Marketing Concept ? Three goals: – Consumer orientation – Long-run Profitability ?80/20 Rule – Cross-functional perspective ?MKT v. FIN ?MKT v. ENG ?MKT v. MGT The Framework of Marketing Research ? The Overall Role of Marketing – How does Market Research fit into this? ? Marketing Research can: – Identify needs and problems – Measure customer satisfaction – Determine the usefulness of innovations – Increase efficiency Four Stages of Marketing Strategy ? Identifying and evaluating opportunities ? Analyzing market segments and selecting target markets ? Planning and implementing a marketing mix that will satisfy customers’ needs and meet the objectives of the organization ? Analyzing marketing performance Identifying and Evaluating Opportunities ? What is going on in the marketing environment? – Boys’ toys ? What are the opportunities which are available? – Market potential Analyzing and Selecting Target Markets ? How will we divide the market? – Examples: ? Which is most attractive to the company? Planning and Implementing a Marketing Mix ? Product ? Price ? Place ? Promotion Analyzing Marketing Performance ? Performance-monitoring research When is Marketing Research Needed? ? Time constraints ? Availability of Data ? Nature of the Decision ? Benefits v. Costs Changing the Face of Marketing Research ? Global Marketing – More markets= More research ? Internet – Easier to gather information – Easier to process information 谢谢你的阅读 ? 知识就是财富 ? 丰富你的人生 谢谢



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