国际市场营销学 （原书第18版）指导教案 Chapter 8 – Developing a Global Vision through Marketing Research.doc

Chapter08-DevelopingaGlobalVisionthroughMarketingResearch

PAGE

8-PAGE2

?2020byMcGraw-HillEducation.?Thisisproprietarymaterialsolelyforauthorizedinstructoruse.Notauthorizedforsaleordistributioninanymanner.?Thisdocumentmaynotbecopied,scanned,duplicated,forwarded,distributed,orpostedonawebsite,inwholeorpart.

Chapter8–DevelopingaGlobalVisionthroughMarketingResearch

TeachingObjectives

Theavailabilityandaccuracyofsecondarydataandthechallengeofcollectingprimarydataarethemainthemesofthischapter.Theneedforgoodmar