Lecture Marketing management: Chapter 3 – Nguyễn Thị Trang Nhung

1<br /> 3<br /> Conducting<br /> Marketing Research<br /> <br /> Chapter Questions<br /> <br /> <br /> <br /> <br /> <br /> What constitutes good marketing research?<br /> What are the best metrics for measuring<br /> marketing productivity?<br /> How can marketers assess their return on<br /> investment of marketing expenditures?<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 4-2<br /> <br /> Introduction<br /> <br /> <br /> The marketing environment is changing:<br />  From local to national to global marketing<br /> <br /> <br /> From buyer needs to buyer wants<br /> <br /> <br /> <br /> From price to nonprice competition<br /> <br /> <br /> <br /> The need for real-time market information is<br /> greater than at any time in the past<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 1-3<br /> <br /> Venus Razor<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 4-4<br /> <br /> What is Marketing Research?<br /> Marketing research is the systematic design,<br /> collection, analysis, and reporting of data<br /> and findings relevant to a specific<br /> marketing situation facing the company.<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 4-5<br /> <br />