世界行销讲座之经营环境分析.pptx

Analyzing the Business EnvironmentChapter 5 Lecture SlidesSolomon, Stuart, Carson, & SmithYour name hereCourse title/numberDateChapter Learning ObjectivesWhen 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 resultsIntroduction to the TopicThe 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 MakingMarketing 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. Problem definitionThe Marketing Research ProcessExploratoryresearchSecondarydataFocusgroupsDepthinterviewsFormalresearch designSurveyExperimentObservationThe Marketing Research ProcessSamplingProbabilityNon-probabilityBack toProblem definitionData collectionand analysisDecisi