国际营销国际营销国际营销 (7).pdf
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1、Conducting Marketing ResearchChapter 4studyLearning Objectives01What is the scope of marketing research?02What steps are involved in conducting good marketing research?03What are the best metrics for measuring marketing productivity?The Scope of marketing researchAmerican Marketing AssociationMarket
2、ing research is the function that links the consumer,customer,and public to the marketer through informationinformation used to identify and define marketing opportunities and problems;generate,refine,and evaluate marketing actions;monitor marketing performance;and improve understanding of marketing
3、 as a process.The Scope of marketing researchImportance of marketing insightsGenerating insights(how and why we observe certain effects in the marketplace)The Scope of marketing researchWho Does Marketing Research?Marketing departments in big firms Everyone at small firms Syndicated-service research
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