伯恩斯 营销调研（第9版）Burns9e_ch01_PPTaccessible.pptxVIP

Marketing ResearchNinth EditionChapter 1Introduction to Marketing ResearchCopyright ? 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Learning ObjectivesIn this chapter you will learn1.1 The relationship of marketing research to marketing, the marketing concept, and marketing strategy1.2 How to define marketing research1.3 The function and uses of marketing research1.4 How to describe a marketing information system (M I S) and understand why marketing research occupies a place in an M I S1.5 The job skills that are useful in marketing research What is Marketing?Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Modern MarketingModern marketing thought holds that firms should collaborate with and learn from consumersA common contemporary practice is crowdsourcing What is the Marketing Concept?The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets. What is a Marketing Strategy?A marketing strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market. What is Marketing Research?Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. A M A DefinitionMarketing research: the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve