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The Role of Marketing Research in Decision Making
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Let’s Review
Definition of Marketing
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual anizational objectives.
Notion of Exchanges
When two parties, each with something of value to the other, determine that they should exchange those items of value.
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Examples of Exchanges
A college student calls Papa John’s to order a pizza: food for money.
I order a book on : book for money.
College student books a flight for spring break vacation: get to destination for fare.
Obvious examples
Perhaps not so obvious examples
I give $50 to the American Cancer Society: Satisfaction versus money for the charity.
I vote for candidate A for President: My agreement with the candidate’s positions that they are right for the country versus a vote.
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The Marketing Concept
Extending the definition of marketing: Organizations are trying to provide the right good or service to the right person at the right time and price using the right promotion techniques.
To do this, more and more firms are adopting a business philosophy called the marketing concept.
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The Marketing Concept (continued)
Consumer Orientation
Identifying customers that are most likely to buy a given product (the target market) and providing that product to the market in the face petition. Fundamental to this is that the product meets the needs of the target market.
Marketing research enters the picture in that its effective use can identify both the characteristics of a target market, and the needs of it.
Textbook example of this is instructive: On page three described how Marriott developed Courtyard for a specific target market (business travelers) and identified their needs (quiet lounges, efficient check in/out, detailed information on its web site).
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