经营环境分析行销讲座(英文版)(ppt 18页)

经营环境分析行销讲座内容摘要：
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
1、Describe the marketing research process.
2、Explain the differences between exploratory, problem-solving, and causal research, and describe some research techniques available to marketers.
3、Deal with the issues involved in making sense of research results.
4、Discuss how marketers implement research results
Introduction to the Topic：
1、The topic of marketing research is important to marketers because of its relationship to the marketing concept.
2、Marketing concept: a management orientation  that focuses on achieving organizational objectives by understanding consumer needs and wants and the associated costs of satisfying them.
3、Marketing research is the mechanism by which marketers find out what consumers really want, so that they can develop products or services to satisfy those needs and wants.
4、So it would help if we knew something about this process!

 

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