TAILIEUCHUNG - Lecture Marketing research - Chapter 1: The role of Marketing research in management decision making

In this chapter you will learn: To review the marketing concept and the marketing mix, to comprehend the marketing environment within which managers must make decisions, to define marketing research, to understand the importance of marketing research in shaping marketing decisions, to learn when marketing research should and should not be conducted. | The Role of Marketing Research in Management Decision Making Chapter One Copyright © 2004 John Wiley & Sons, Inc. Learning Objectives 1. To review the marketing concept and the marketing mix. 2. To comprehend the marketing environment within which managers must make decisions. 3. To define marketing research. 4. To understand the importance of marketing research in shaping marketing decisions. 5. To learn when marketing research should and should not be conducted. To review the marketing concept and the marketing mix. Marketing: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The Marketing Concept (1) a consumer orientation (2) a goal orientation (3) a systems orientation Learning Objectives Nature of Marketing To comprehend the marketing environment. The External Marketing Environment Marketing research is the key to understanding the environment provides information for altering marketing mix identifies new opportunities Learning Objectives Nature of Marketing To define marketing research. Marketing Research Defined The planning, collection, and analysis of data relevant to market decision making and communication of the results of this analysis to management. The Importance of Marketing Research to Management descriptive function diagnostic function predictive function Learning Objectives Market Research and Decision Making To understand the importance of marketing research. The Proactive Role of Marketing Research A proactive management: alters the marketing mix to fit newly emerging patterns in economic, social, and competitive environments new opportunities develops a long-run marketing strategy Learning Objectives Market Research and Decision Making Applied Research versus Basic Research Applied research To better understand the market. Basic research To expand the frontiers of knowledge. To understand the importance of marketing research. Learning Objectives Market Research and .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Marketing environment
• External marketing environment
• Marketing concept
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures