Chapter 1 - The Role of Marketing Research in Management Decision Making

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Chapter 1 – The Role of Marketing Research in Management Decision Making  The nature of marketing o Marketing – process of planning and executing conception, pricing, promotion, and distribu... tion of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives o Research provides information to make the “right” decisions o The marketing concept  Business philosophy based on consumer orientation, goal orientation, and systems orientation  Consumer orientation – identification of and focus on people or firms most likely to buy a product, and production of good or service to meet their needs most effectively  Goal orientation – focus on accomplishment of corporate goals; limit set on consumer orientation  Systems orientation – creation of systems to monitor external environment and deliver desired marketing mix to target market detailed study notes available [Show More]

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