市场营销课件英文22个文件教学作者几十个ppt 01-introduction.ppt

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1、ExploringMarketingResearchWilliamG.ZikmundChapter1:TheNatureofMarketingResearchMarketingResearchDefinedMarketingresearchisdefinedas:thesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisions.Thisprocessincludes:specifyingwhatinformationisrequired;designingth

2、emethodforcollectinginformation;managingandimplementingthecollectionofdata;analyzingtheresults;andcommunicatingthefindingsandtheirimplications.TheNatureofMarketingResearchMarketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarke

3、tthroughinformationusedtoidentifyanddefinemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocessINFORMATIONREDUCESUNCERTAINTYIdon’tknowifweshouldentertheAustralianMarket.Copyright©2000byHarcourt,Inc.Allrightsre

4、served.MarketingResearchTypesBasicResearchAppliedResearchBasicResearchAttemptstoexpandthelimitsofknowledgeNotdirectlyinvolvedinthesolutiontoapragmaticproblemBasicResearchExampleDoconsumersexperiencecognitivedissonanceinlow-involvementsituations?AppliedResearchConductedwhenadecisionmustbe

5、madeaboutaspecificreal-lifeproblemAppliedResearchExampleShouldMcDonaldsaddItalianpastadinnerstoitsmenu?MarketingresearchtoldMcDonald’sitshouldnot?ShouldMcDonald’sadda“WhopperStopper”burgertoitsmenu?TheMBXisnowbeingresearched.ScientificMethodTheanalysisandinterpretationofempiricalevidence

6、(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptionsStagesinDevelopingandImplementingaMarketingStrategyIdentifyingandevaluatingopportunitiesAnalyzingmarketsegmentsandselectingtargetmarketsPlanningandimplementingamarketingmixAnalyzingmarketperformanceIdentifyingandEv

7、aluatingOpportunitiesExamples:MattelToysinvestigatesdesiresforplayexperiencesHomecookingisonthedecline.PurchaseofprecookedhomereplacementmealsisontheriseNumberofinvestorstradingstockontheInternetisgrowingAnalyzeMarketSegmentsandSelectTargetMarketsExamples:Cadillacinvestig