{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Chapter 4 Outline new

Chapter 4 Outline new - Marketing Management 3300 Alka V...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Management 3300 Alka V. Citrin Chapter 4 Outline Marketing Information and Research Chapter Objectives Understand the Importance of high quality information in the marketing planning process Describe the marketing research process Understand the differences among exploratory, descriptive, and causal research and the different research techniques available to marketers Marketing Research The process of collecting, analyzing, and interpreting data about customer, competitors, and the business environment to improve marketing effectiveness Why is good marketing research difficult? Uses of Marketing Research A. To assess consumer's needs and wants B. Identify & define marketing problems & opportunities C. Reduce risk & uncertainty while improving likelihood of success Steps in Making Effective Decisions Based on Marketing Research: 1. Define the Problem *Objectives *Identify the consumer population of interest * Place problem in an environmental context (State clearly assumptions being made)
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern