营销调研的规划教材-课件.pptVIP

　营销调研的规划;; 营销调研的程序;　　确定营销调研的必要性;不需要营销调研的情况;分析 确定调研目标;定义问题和确定调研目标 Defining the Problem and Determining Research Objectives　——在营销调研过程中最重　　　要的步骤是定义调研问题。;　　　定义调研问题;营销经理和调研人员的区别;应该调研的情况;Defining the Marketing Management Problem;Defining the Marketing Management Problem;1 Assess the Background of the Company, Product,and Market;2 Understand the Decision Maker’s Circumstances, Objectives and resources;3 Clarify the Symptoms of the Problem;3 Clarify the Symptoms of the Problem;4 Pinpoint Suspected Causes of the Problem;5 Specify Actions That May solve the problem;6 Speculate on Anticipated