市场调查方法第一章.pptxVIP

Chapter 1The Role of Marketing Research;LEARNING OUTCOMES;The Nature of Marketing Research;The Nature of Marketing Research;Marketing Research;Applied and Basic Marketing Research;Marketing Research Examples;The Scientific Method;EXHIBIT 1.1 A Summary of the Scientific Method;Adopting the Marketing Concept;The Marketing Concept;Business Orientations;EXHIBIT 1.2 Business Marketing Orientations;EXHIBIT 1.3 Long-Run Profitability;Keeping Customers and Building Relationships;Marketing Research: A Means forImplementing the Marketing Concept;The Managerial Value of Marketing Research for Strategi