CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH LEARNING OBJECTIVES In this chapter you will learn: 1-1 The relationship of marketing research to marketing, the marketing concept, and marketing strategy 1-2 How to define marketing research 1-3 The function and uses of marketing research 1-4 How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS 1-5 The job skills that are useful in marketing research CHAPTER OUTLINE
Introduction to Marketing Research Marketing Research is Part of Marketing
The Philosophy of The Marketing Concept Guides Managers’ Decisions
Creating The “Right” Marketing Strategy
What is Marketing Research?
Is it Marketing Research or Market Research?
The Function of Marketing Research
What Are the Uses of Marketing Research?
Identifying Market Opportunities and Problems
Generating, Refining, and Evaluating Potential Marketing Actions o Selecting Target Markets Copyright © 2020 Pearson Education, Inc.