当代市场调研01英文版.pptxVIP

The Role of Marketing Research in Management Decision MakingChapter OneCopyright ? 2002 South-Western College Publishing Co.Learning Objectives1. To review the marketing concept and the marketing mix.2. To comprehend the marketing environment within which managers must make decisions.3. To define 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 Objectives6. To understand the history of marketing research.7. To examine career opportunities in marketing research.