Chapter 6 Marketing Research, Segmentation, Targeting, and Positioning PDF
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Ain Shams University
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This document is a chapter on marketing research, segmentation, targeting, and positioning from a textbook. It provides information about the process of marketing research and different aspects of competitive advantage.
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Chapter 6 Marketing Research, Segmentation, Targeting, and Positioning for Competitive Advantage 1-1 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserv...
Chapter 6 Marketing Research, Segmentation, Targeting, and Positioning for Competitive Advantage 1-1 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. What is Marketing Research? ⚫ Marketing Research: Identifies and defines marketing opportunities. Generates, refines, and evaluates marketing actions. Monitors marketing performance. Improves understanding of marketing as a process. 1-2 ⚫ Marketing Research: Specifies the information required to address these issues. Designs the methods for collecting information. Manages and implements the data collection process. Analyzes the results. Communicates the findings and implications. 1-3 Questions Marketing Research Can Help Answer 1. Planning 2. Problem Solving ◼ Produce ◼ Price ◼ Place ◼ Promotion 3. Control 1-4 1-5 The Marketing Research Process 1-6 1-7 1-8 1-9 1-10 1-11 1-12 1-13 1-14 1-15 1-16 1-17 1-18 1-19 1-20 1-21 1-22 Thank you,,,,, 1-23
