市场营销国外原版教材教本第一章节.pptVIP

PowerPoint to accompany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim Chapter 1 Management Decision Problems and the Research Process Chapter Objectives After reading this chapter you should be able to: Define marketing research from an applied orientation Understand the nature and scope of marketing research Understand the management purpose of using market research Explain the role of marketing research in business management decision-making Chapter Objectives (continued) Consider the careers available in the market research industry Define the seven steps of the marketing research process List the key outputs in the research process Describe the activities involved in defining the management decision problem Explain why the management decision problem is the base on which marketing success is built Chapter Outline What is marketing research? History of marketing research Research for management decision making Careers in marketing research Marketing research process Defining the management decision problem International marketing research Summary Topic What is marketing research? History of marketing research Research for management decision problem Careers in marketing research Marketing research process Defining the management decision problem International marketing research Summary What is Marketing Research? Information and knowledge about the market environment are vital These are major keys to success Marketing research plays a role in not only marketing decision making but also in the broader business context Defining Marketing Research Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision-making related to the identification and solution of problems and opportunities in marketing A Classification of Marketing Research This definition states that organisations conduct marketing research for two reasons: Identify marketing probl