TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 7 – Kerin, Hartley, Rudelius

Chapter 7 - Marketing research: From customer insights to actions. In this chapter, you learned to: Identify the reason for conducting marketing research, describe the five-step marketing research approach that leads to marketing actions, explain how marketing uses secondary and primary data,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the reason for conducting marketing research. LO1 Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 7, YOU SHOULD BE ABLE TO: 7- Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Explain how information technology and data mining lead to marketing actions. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 7, YOU SHOULD BE ABLE TO: Describe three approaches to developing a company’s sales forecast. LO6 7- What’s in a Movie Name? The Risks of Today’s (and Tomorrow’s) Blockbuster Movies Conduct Test Screenings Use Tracking Studies HOW TEST SCREENINGS AND TRACKING STUDIES REDUCE MOVIE RISKS Converting Marketing Research Results into Actions 7- FIGURE 7-A .

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Marketing research
• Decision making
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing