市场调查方法(英文版)第一章.pptVIP

Chapter 1The Role of Marketing Research LEARNING OUTCOMES Explain why marketing research is essential to business success Define marketing research Identify the difference between applied and basic research Explain how marketing research is relevant to product, pricing, promotion, and distribution decisions Discuss how marketing research helps the firm develop and implement strategy Identify the situations that call for market research and those that don’t Describe how technology and internationalization are affecting the way research is conducted and used The Nature of Marketing Research Un