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1、TheRoleofMarketingResearchinManagementDecisionMaking,ChapterOne,,Copyright2002South-WesternCollegePublishingCo.,,,LearningObjectives,1.Toreviewthemarketingconceptandthemarketingmix.,2.Tocomprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.,3.Todefinemarketingresearch.,4.Toundersta
2、ndtheimportanceofmarketingresearchinshapingmarketingdecisions.,5.Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,,LearningObjectives,6.Tounderstandthehistoryofmarketingresearch.,7.Toexaminecareeropportunitiesinmarketingresearch.,Toreviewthemarketingconceptandthemarketingmix.,Marketing:The
3、processofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservices.,TheMarketingConcept,(1)aconsumerorientation(2)agoalorientation(3)asystemsorientation,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMark
4、etResearchinDecisionMaking,TheProfoundImpactoftheInternet,Tocomprehendthemarketingenvironment.,IdentifyingTargetMarketsandResearchingtheMarketingMix:TheOpportunisticNatureofMarketingResearch,Amarketingmix:Theuniqueblendofproduct/service,pricing,promotion,anddistributionstrategiesdesignedtoreachaspec
5、ifictargetmarket.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheExternalMarketingEnvironment,,Alteringthemarketingmixbecauseofchanges.,DecidingWhethertoConductMarketResearch,Todefinemarketingresearch.,MarketingRe
6、searchDefined,Theplanning,collection,andanalysisofdatarelevanttomarketdecisionmakingandcommunicationoftheresultsofthisanalysistomanagement.,TheImportanceofMarketingResearchtoManagement,descriptivefunctiondiagnosticfunctionpredictivefunction,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch
7、TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Tounderstandtheimportanceofmarketingresearch.,TheParamountImportanceofKeepingExistingCustomers,ManagersMustUnderstandtheEver-ChangingMarketplace,TheNatureofMarketing,TheHistoryandFutureofMa
8、rketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheUnrelentingdriveforQualityandCustomerSatisfaction,DecidingWhethertoConductMarketResearch,Tounderstandtheimportanceofmarketingresearch.,TheProactiveRoleofMarketingResearch,Aproactivemanagement:altersthemarketing
9、mixtofitnewlyemergingpatternsineconomic,social,andcompetitiveenvironmentsnewopportunitiesdevelopsalong-runmarketingstrategy,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Applie
10、dResearchversusBasicResearch,AppliedresearchTobetterunderstandthemarket.BasicresearchToexpandthefrontiersofknowledge.,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,Decid
11、ingWhethertoConductMarketResearch,TheNatureoftheAppliedResearchDependsontheTypeofResearchConducted,ProgrammaticresearchTobetterunderstandthemarket.SelectiveresearchToexpandthefrontiersofknowledge.EvaluativeresearchToassessprogramperformance,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMa
12、rketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,AdvantagesofInternetSurveys,RapidDevelopment,RealTimeReportingDramaticallyReducedCostsReadilyPersonalizedEaseandConvenienceEncourageRespondentP
13、articipationContacttheHard-to-Reach,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,OtherUsesoftheInternetbyMarketingResearchers,Rep
14、lacementoflibrariesandprintedmaterialsDistributionofrequestsforproposalsandproposalsCollaborationbetweentheclientandtheresearchsupplierDatamanagementandon-lineanalysisOralpresentationsofmarketingsurveys,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketing
15、Research,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,Inanumberofsituationsitisbestnottoconductmarketresearch.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHi
16、storyandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,ALackofResourceslackoffundsinsufficientfundstoimplementdecisionsfromresearchResearchResultsWouldNotBeUsefulClientsmaybehard-pressedtousetheinformation,Tolearnwhenmarketingresearchshouldandshouldn
17、otbeconducted.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,PoorTimingintheMarketplaceMarketingresearchshouldnotbeundertakeniftheopportunityforsuccessfulentryintoamarkethaspas
18、sed.TheDecisionHasAlreadyBeenMadeMarketingresearchmaybeusedimproperly.,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,
19、WhenManagersCannotAgreeonWhatTheyNeedtoKnowtoMakeaDecisionThewrongphenomenamightbestudiedWhenDecision-MakingAlreadyExistsFurtherresearchmayberedundantandcostlyWhentheCostsofConductingResearchOutweightheBenefitsPotentialnewproductswithlargeprofitmarginsmayhaveagreaterpotential,Tounderstandthehistoryo
20、fmarketingresearch.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheDevelopmentofMarketResearchTheInception--Pre-1900EarlyGrowth--1900-1920TheAdolescentYears--1920-1950TheMatu
21、ringofMarketingResearch--1950toPresent,,TheDecisionWhethertoConductMarketResearch,Costlikelytobegreaterthanbenefit;e.g.,eyeglassesreplacementscrew,Small,Possiblebenefitsgreaterthancost;e.g.,ultraexpensivesportswear,,MarketSize,SmallProfitMargin,LargeProfitMargin,Benefitslikelytobegreaterthancosts;e.g.,Stouffersfrozenentries,Benefitslikelytobegreaterthancosts;e.g.,medicalequipment,Large,,,,Table1.2,,TheEnd,Copyright2002South-WesternCollegePublishingCo.,
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