经营环境分析行销讲座(ppt18页).PPTVIP

Marketing: Real People, Real Decisions Analyzing the Business Environment Chapter 5 Lecture Slides Solomon, Stuart, Carson, Smith Your name here Course title/number Date Chapter Learning Objectives When you have completed your study of this chapter, you should be able to: Describe the marketing research process. Explain the differences between exploratory, problem-solving, and causal research, and describe some research techniques available to marketers. Deal with the issues involved in making sense of research results. Discuss how marketers implement research results Introduction to the Topic The topic of marketing research is important to marketers because of its relationship to the marketing concept. Marketing concept: a management orientation that focuses on achieving organizational objectives by understanding consumer needs and wants and the associated costs of satisfying them. Marketing research is the mechanism by which marketers find out what consumers really want, so that they can develop products or services to satisfy those needs and wants. So it would help if we knew something about this process! Information for Decision Making Marketing research: the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness. We are trying to improve the effectiveness of our marketing decision making, and we can do that by getting better information. Marketing intelligence: information about a firm’s external environment, which allows marketers to monitor conditions that affect demand for existing products or create demand for new products. Gathering marketing intelligence is an ongoing process, whereas marketing research refers to more objective-driven activities. The Marketing Research Process Secondary data Focus groups Depth interviews Survey Experiment Problem definition Exploratory research Formal research design Observation The Marketing Research Process Pro