ch. 9 Marketing Research Student Version

ch. 9 Marketing Research Student Version - Marketing...

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© 2011 Robert H. Smith School of Business University of Maryland Marketing Research Chapter 9 Professor Whitney Fall 2011
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© 2011 Robert H. Smith School of Business University of Maryland The Marketing Process Situation Analysis Situation Analysis Customers, Company, Competitors, Collaborators, Context (PEST) Customers, Company, Competitors, Collaborators, Context (PEST) Situation Analysis Situation Analysis Customers, Company, Competitors, Collaborators, Context (PEST) Customers, Company, Competitors, Collaborators, Context (PEST) S S Segment the  Market T T Target Market Selection P P Position Product/Service Marketing Research Marketing Mix (4 P’s) Marketing Mix (4 P’s) Product/Service Product/Service Place/Channels Place/Channels Promotion Promotion Pricing Pricing Marketing Mix (4 P’s) Marketing Mix (4 P’s) Product/Service Product/Service Place/Channels Place/Channels Promotion Promotion Pricing Pricing Profits
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© 2011 Robert H. Smith School of Business University of Maryland When Should Marketing Research Be Conducted? Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information When time permits
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© 2011 Robert H. Smith School of Business University of Maryland The Role of Marketing Research Diagnostic Predictive Descriptive Gathering and presenting factual statements Analyzing & explaining data to diagnose causes Make “What if?” predictions regarding marketing decisions.
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© 2011 Robert H. Smith School of Business
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This note was uploaded on 02/07/2012 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

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ch. 9 Marketing Research Student Version - Marketing...

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