Tài liệu Giáo trình: Marketing Management_ Chapter 03 pptx

3 - 1

Chapter Chapter

3

Marketing Marketing

Research Research

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Key Learning Points Key Learning Points

ƒ The scope of marketing research activities The scope of marketing research activities

ƒ Where to find secondary sources of Where to find secondary sources of

information information

ƒ Primary sources of marketing research Primary sources of marketing research

information information

ƒ Developing estimates of market potential Developing estimates of market potential

ƒ Developing sales forecasts Developing sales forecasts

ƒ The impact of the Internet on marketing The impact of the Internet on marketing

research research

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Marketing Research Marketing Research

ƒ Three Major Functions of Research Three Major Functions of Research

– Scanning for opportunities and threats. Scanning for opportunities and threats.

• Markets, competitors, technology, and Markets, competitors, technology, and

regulatory, economic, political, social, and regulatory, economic, political, social, and

cultural environments cultural environments

– Risk assessment of future programs. Risk assessment of future programs.

• Current customers, competitors Current customers, competitors’ customers, customers,

nonusers nonusers

– Monitoring of current programs. Monitoring of current programs.

• Performance evaluation of all segments Performance evaluation of all segments