市场调研指南英文.pptxVIP

;;;To review the marketing concept and the marketing mix.;To comprehend the marketing environment.;To define marketing research.;To understand the importance of marketing research.;To understand the importance of marketing research.;Applied Research versus Basic Research;The Nature of the Applied Research Depends on the Type of Research Conducted;Advantages of Internet Surveys;Other Uses of the Internet by Marketing Researchers;To learn when marketing research should and should not be conducted.;To learn when marketing research should and should not be conducted.;To learn when marketing research should and should not be conducted.;To understand the history of marketing research.;;;;;Level 1. Primary Information Users (Corporate Marketing Departments);To learn about the various types of firms and their functions in research.;;4. Identify new target markets. 5. Create new marketing mixes for new target markets. ;Level 3: Research Designers and Suppliers;Level 4: Data Collectors;Only 15 percent of service companies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees. Companies are conducting less research internally. Our attention will be devoted to marketing departments found in the more sophisticated, larger companies.;Level 3: The Big Marketing Research Companies; Information Resources Incorporates Tracks weekly sales and price for mass merchandisers Nielsen Media Research ;Level 3: Custom or Ad Hoc Research Firms;Cybermarketing Research Firms;Cyber Support Firms;Other Organizations and Individuals;To learn who uses marketing research.;;To learn about the various types of firms and their functions in research.;To appreciate the trends in global marketing research.;SUMMARY;