ch1studyguide

ch1studyguide - Learning Outcomes[Z&B p 2 After studying...

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CHAPTER 1 - THE ROLE OF MARKETING RESEARCH Learning Outcomes: [Z&B, p. 2] After studying this chapter, you should be able to: 1. Know what marketing research is and what it does for business. 2. Understand the differences between basic and applied marketing research. 3. Understand how the role of marketing research changes when a firm is truly marketing oriented. 4. Integrate marketing research results into the strategic planning process. 5. Know when marketing research should and should not be conducted. 6. Appreciate the way that technology and internationalization are changing marketing research What Happens in a Market ? The Basic Event in a Market is the Exchange or Transaction Two entities or individuals: o Buyer – has a need, deficit, demand o Seller – offers a benefit, surplus, supply Series of flows: o goods, services, or ideas Product o information Promotion o financial / non-financial resources Price o between entities / locations Place
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B. Exchange or Transaction Model:
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This note was uploaded on 01/27/2011 for the course BUS-M 303 taught by Professor Perrault during the Spring '10 term at Indiana.

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ch1studyguide - Learning Outcomes[Z&B p 2 After studying...

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