TAILIEUCHUNG - Lecture Marketing management: Chapter 4 - Phillip Kotler, Kevin Lane Keller

In this chapter, we consider how firms can develop processes to identify and track important macroenvironment trends. We also outline how marketers can develop good sales forecasts. Chapter 4 will review how they conduct more customized research on specific marketing problems. | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Conducting Marketing Research Chapter 4 Discussion Questions What constitutes good marketing research? What are the best metrics for measuring marketing productivity? How can marketers access their return on investment of marketing expenditures? Marketing Research System Insight Market Research Managers use market research to help them better understand the customers and markets. These insights are the how’s and why’s certain things happen in the market. The text gives an example of how Gillette conducted market research on the woman’s shaver market and how this research led the company to develop the Venus razor, which now has more than 50% of the global market. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Marketing Research Defined Over $28 billion was spent on marketing research in 2007. Creative Research Means .

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