市场营销研究：应用导向malhotra.pptVIP

Chapter OneIntroduction to Marketing Research第一页，共三十页。 Chapter Outline1) Overview2) Definition of Marketing Research3) A Classification of Marketing Research4) Marketing Research Process5) The Nature of Marketing Research6) Marketing Research Suppliers and Services7) Selecting a Research Supplier8) Careers in Marketing Research第二页，共三十页。 Chapter OutlineThe Role of Marketing Research in MIS and DSSThe Department Store ProjectMarketing Research Associations OnlineSummary第三页，共三十页。 Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as:The function which links the consumer, thecustomer, and public to the marketerthrough INFORMATION第四页，共三十页。 Used to identify and define market opportunities and problemsGenerate, refine, and evaluate marketing performanceMonitor marketing performanceImprove understanding of marketing as a processInformationRedefining Marketing Research第五页，共三十页。 Definition of Marketing Research Marketing research is the systematic and objective identificationcollectionanalysisdisseminationand use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.第六页，共三十页。 Market ResearchSpecifies the information necessary to address these issuesManages and implements the data collection processAnalyzes the resultsCommunicates the findings and their implications第七页，共三十页。 Classification of Marketing ResearchProblem Identification ResearchResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.Problem Solving ResearchResearch undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research. 第八页，共三十页。 A Classification of Marketing ResearchMarketing Resea