市场营销课件01-introduction.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 1: The Nature of Marketing Research Marketing Research Defined The Nature of Marketing Research Marketing research is one of the principal tools for answering questions because it: Links the consumer, customer, and public to the market through information used to identify and define marketing Generates, refines, and evaluates marketing actions Monitors marketing performance Underlines the understanding of marketing as a process INFORMATIONREDUCESUNCERTAINTY Basic Research Attempts to expand the limits of knowledge Not directly i