Powerpoint__1

Powerpoint__1 - C C H H A A P P T T E E R R 1234 0001...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 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 How does Marketing Research fit into Marketing as a function of business? Information gathering function Marketing Research defined “The systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.” 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 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 . 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 Publicly Available Information about...
View Full Document

This note was uploaded on 06/01/2009 for the course FIN 301 taught by Professor Andelin,stevenle during the Spring '07 term at Penn State.

Page1 / 17

Powerpoint__1 - C C H H A A P P T T E E R R 1234 0001...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online