chapter 7 - Department of Marketing & Decision...

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Unformatted text preview: Department of Marketing & Decision Sciences Part 2 Identifying and Selecting Markets Marketing Research and Market Information Department of Marketing & Decision Sciences The Marketing Research Function The Marketing Research Function- Marketing research is needed before a product is introduced to the market and on a regular basis throughout its life- Research is conducted to answer questions about potential market segments , entire stores , brand names , advertising , prices , and every other aspect of marketing- The challenges in every research project are to correctly define the issue to be studied, gather the appropriate data, and transform the raw data into useful information Marketing research is the development, interpretation, and communication of decision- oriented information to be used in all phases of the marketing process Department of Marketing & Decision Sciences The Marketing Research Function The Marketing Research Function- markets and market segments- the marketing-mix- competitors- expectations and satisfaction Marketing research can be used to conduct information about: Department of Marketing & Decision Sciences Marketing Research Projects Marketing Research Projects Department of Marketing & Decision Sciences Marketing Research Procedure Marketing Research Procedure Department of Marketing & Decision Sciences Marketing Research Procedure Marketing Research Procedure Plan and Conduct a Formal Investigation...
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chapter 7 - Department of Marketing & Decision...

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