Powerpoint__1 - C H A P T E R 1 The Role of Marketing...

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C C H H A A P P T T E E R R 1234 0001 897251 00000 1 1 The Role of Marketing The Role of Marketing Research in Strategic Research in Strategic Planning Planning 1-2 1-2
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How does Marketing Research fit into Marketing as a function of business? Information gathering function
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Marketing Research defined “The systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.”
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Marketing Research benefits the firm : By communicating with the customer By providing timely and accurate information in order to make decisions By assisting management in making confident, cost-effective decisions By assisting managers in setting goals and establishing strategies, putting plans into action, and monitoring results. By establishing relationships
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The Importance of Information Companies need information about their: Customer needs, Marketing environment, Competition. Marketing managers don’t need more more information, they need better better information .
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Internal Data Electronic Collections of Information  from Data Sources (i.e. Accounting)  Within the Company Marketing Research Design, Collection, Analysis, and  Reporting of Data about a Specific  Marketing Situation Marketing Intelligence
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