世界行销讲座之经营环境分析.pptxVIP

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 ma