市场营销国外原版教材第二章 .pptxVIP

PowerPoint to accompany;Chapter 2;Chapter Objectives;Chapter Objectives (continued);Chapter Outline;;From Management Decision Problem to Marketing Research Problem;From Management Decision Problem to Marketing Research Problem;;Defining the Marketing Research Problem;Defining the Marketing Research Problem;Defining the Marketing Research Problem;;Tasks in Defining the Marketing Research Problem;Describing the Information Required;Setting the Decision Criteria;Estimating the Value of Research and Setting a Budget;Expected Value (EV);Return on Investment (ROI);Value Contribution;Value Contributi