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To understand Marketing Research,

we must answer these questions:
What is marketing?
What is the marketing concept?
What is marketing strategy?

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To Practice Marketing, Implement the

Marketing Concept, or Develop the
Right Strategy:
Managers must make decisions.
What do you need to make the
right decisions?

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To Practice Marketing, Implement the

Marketing Concept, or Develop the
Right Strategy:
Managers must make decisions.
To make the right decisions,
the following kind of information
is needed:
objective
accurate
timely

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What is Marketing Research?

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What is Marketing Research?

Marketing research is the process of
designing, gathering, analyzing, and
reporting information that may be used
to solve a specific marketing problem.

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Marketing Research vs.

Market Research

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Marketing Research vs.

Market Research
Market research: the process of
designing, gathering, analyzing, and
reporting of data with respect to a
particular market,
where market refers to a specific group
in a specific geographic area.

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Marketing Research is not infallible

Marketing research stated these
would be successes:
New Coke

Marketing research stated these

would be failures:
Seinfeld
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What are the uses of

Marketing Research?

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What are the uses of

Marketing Research?
Identify marketing opportunities and
problems
Generate, refine, and evaluate
potential marketing actions
Monitor marketing performance
Improve marketing as a process

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The Marketing Information System

An MIS is a structure consisting of
people, equipment, and procedures to
gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate
information to marketing decision
makers.

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Components of an MIS
Internal Reports System
Marketing Intelligence System
Marketing Decision Support System
(DSS)
Marketing Research System

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Summary

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Summary

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