文档介绍：CHAPTER one The Role of Marketing Research in Management Decision Making
Copyright ? 2000 South-Western College Publishing Co3>.
CHAPTER
one
The Role of
Marketing Research
in Management
Decision Making
Learning Objectives
1. To review the marketing concept and the marketing mix.
2. prehend the marketing environment within which managers must make decisions.
3. To define marketing research.
4. To understand the importance of marketing research in shaping marketing decisions.
5. To learn when marketing research should and should not be conducted.
THE NATURE OF MARKETING
To review the marketing concept and the marketing mix.
Marketing:
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.
The Marketing Concept
(1) a consumer orientation
(2) a goal orientation
(3) a systems orientation
prehend the marketing environment.
Identifying Target Markets and Researching the Marketing Mix: The Opportunistic Nature of Marketing Research
A marketing mix:
The unique blend of product/service, pricing, promotion, and distribution strategies designed to reach a specific target market.
THE NATURE OF MARKETING
prehend the marketing environment.
Altering the marketing mix because of changes:
new consumers
new businesses
different
tastes
needs
es
lifestyles
purchasing habits
THE EXTERNAL MAR