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1、,The Role of Marketing Research in Management Decision Making,Chapter One,Copyright 2002 South-Western College Publishing Co.,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 defi
2、ne 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.,Learning Objectives,6. To understand the history of marketing research.,7. To examine career opportunities in marketing
3、 research.,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,The
4、 Nature of Marketing,Deciding Whether to Conduct Market Research,The History and Future of Marketing Research,The Role of Market Research in Decision Making,The Profound Impact of the Internet,To comprehend the marketing environment.,Identifying Target Markets and Researching the Marketing Mix: The
5、Opportunistic Nature of Marketing Research,A marketing mix: The unique blend of product/service, pricing, promotion, and distribution strategies designed to reach a specific target market.,The Nature of Marketing,The History and Future of Marketing Research,The Role of Market Research in Decision Ma
6、king,The Profound Impact of the Internet,The External Marketing Environment,Altering the marketing mix because of changes.,Deciding Whether to Conduct Market Research,To define marketing research.,Marketing Research Defined,The planning, collection, and analysis of data relevant to market decision m
7、aking and communication of the results of this analysis to management.,The Importance of Marketing Research to Management,descriptive function diagnostic function predictive function,The Nature of Marketing,The History and Future of Marketing Research,The Role of Market Research in Decision Making,T
8、he Profound Impact of the Internet,Deciding Whether to Conduct Market Research,To understand the importance of marketing research.,The Paramount Importance of Keeping Existing Customers,Managers Must Understand the Ever-Changing Marketplace,The Nature of Marketing,The History and Future of Marketing
9、 Research,The Role of Market Research in Decision Making,The Profound Impact of the Internet,The Unrelenting drive for Quality and Customer Satisfaction,Deciding Whether to Conduct Market Research,To understand the importance of marketing research.,The Proactive Role of Marketing Research,A proactiv
10、e management: alters the marketing mix to fit newly emerging patterns in economic, social, and competitive environments new opportunities develops a long-run marketing strategy,The Nature of Marketing,The History and Future of Marketing Research,The Role of Market Research in Decision Making,The Pro
11、found Impact of the Internet,Deciding Whether to Conduct Market Research,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.,The Nature of Marketing,The Histo
12、ry and Future of Marketing Research,The Role of Market Research in Decision Making,The Profound Impact of the Internet,Deciding Whether to Conduct Market Research,The Nature of the Applied Research Depends on the Type of Research Conducted,Programmatic research To better understand the market. Selec
13、tive research To expand the frontiers of knowledge. Evaluative research To assess program performance,To understand the importance of marketing research.,The Nature of Marketing,The History and Future of Marketing Research,The Role of Market Research in Decision Making,The Profound Impact of the Int
14、ernet,Deciding Whether to Conduct Market Research,Advantages of Internet Surveys,Rapid Development, Real Time Reporting Dramatically Reduced Costs Readily Personalized Ease and Convenience Encourage Respondent Participation Contact the Hard-to-Reach,To understand the importance of marketing research
15、.,The Nature of Marketing,The History and Future of Marketing Research,The Role of Market Research in Decision Making,The Profound Impact of the Internet,Deciding Whether to Conduct Market Research,Other Uses of the Internet by Marketing Researchers,Replacement of libraries and printed materials Dis
16、tribution of requests for proposals and proposals Collaboration between the client and the research supplier Data management and on-line analysis Oral presentations of marketing surveys,To understand the importance of marketing research.,The Nature of Marketing,The History and Future of Marketing Research,The Role of Market Research in Decision Making,The Profound Impact of the Internet,Deciding Whether to Conduct Market Research,To learn when marketing research should and should not be
