市场营销国外原版教材教本第一章节资料.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 pr