CHAPTER 1
The Role of Marketing Research in Management Decision Making
LEARNING OBJECTIVES
1. To review the marketing concept and the marketing mix.
2. To comprehend the marketing environment within which managers must make decisions.
3. To define marketing research.
4. To understand the importance of marketing research in shaping marketing decisions.
5. To learn when marketing research should and should not be conducted.
6. To learn how the Internet is changing marketing research.
7. To understand the history of marketing research.
KEY TERMS
Marketing Marketing concept
Consumer orientation Goal orientation
Systems orientation Marketing research
Descriptive function Diagnostic function
Predictive function Return on quality
Marketing strategy Applied research
Basic, or pure, research Programmatic research
Selective Research
,Evaluative research
CHAPTER SCAN
Chapter one begins with a review of the nature of marketing. The market concept is reintroduced
with its three components, the customer orientation, the systems orientation, and the goal
orientation. The elements of the marketing mix are also discussed. Marketing Research is defined
and its importance to management is discussed. Marketing research plays a proactive role in
business, seeking to understand and help development opportunities, as well as finding solutions to
marketing problems. The meaning of applied research and basic research is developed, with the
understanding that marketing research is applied research.
CHAPTER OUTLINE
1. Nature of Marketing
I. Marketing
A. Definition
II. The Market Concept
A. Consumer Orientation
B. Goal Orientation
C. Systems Orientation
III. Opportunistic Nature of Marketing Research
IV. External Marketing Environment
A. Elements in the External Environment
B. Marketing Research
,2. Marketing Research and Decision Making
I. Marketing Research Defined
A. AMA Definition
B. Author’s Preferred Definition
II. Importance of Marketing Research to Management
A. Functional Roles of Marketing Research
B. Unrelenting Drive for Quality and Customer Satisfaction
C. Paramount Importance of Keeping Existing Customers
III. Understanding the Ever-Changing Marketplace
IV. Social Media and User Generated Content
V. Proactive Role of Marketing Research
A. Proactive Management
B. Proactive Manager
C. Proactive Marketing Strategic Plan
VI. Applied Research versus Basic Research
A. Applied Research
B. Basic or Pure Research
VII. Nature of the Applied Research
A. Programmatic Research
B. Selective Research
C. Evaluative Research
VIII. Decision to Conduct Marketing Research
, A. Reasons Not to Conduct Marketing Research
3. Development of Marketing Research
I. The Development of Marketing Research
A. Inception–Pre-1900
B. Early Growth–1900-1920
C. Adolescent Years–1920-1950
D. Mature Years–1950-Present
E. The Connected World: 2000-Present
4. Summary
CHAPTER SUMMARY
1. NATURE OF MARKETING
I. Marketing
A. Definition–the activity, set of institutions and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large
1. ‘Right’ Principles–right goods or services to the right people at the right place at the right time
at the right price, using the right promotion techniques, these are provided by management making
the ‘right’ decisions by having timely decision-making
Information provided by marketing research
II. The Marketing Concept
The Role of Marketing Research in Management Decision Making
LEARNING OBJECTIVES
1. To review the marketing concept and the marketing mix.
2. To comprehend the marketing environment within which managers must make decisions.
3. To define marketing research.
4. To understand the importance of marketing research in shaping marketing decisions.
5. To learn when marketing research should and should not be conducted.
6. To learn how the Internet is changing marketing research.
7. To understand the history of marketing research.
KEY TERMS
Marketing Marketing concept
Consumer orientation Goal orientation
Systems orientation Marketing research
Descriptive function Diagnostic function
Predictive function Return on quality
Marketing strategy Applied research
Basic, or pure, research Programmatic research
Selective Research
,Evaluative research
CHAPTER SCAN
Chapter one begins with a review of the nature of marketing. The market concept is reintroduced
with its three components, the customer orientation, the systems orientation, and the goal
orientation. The elements of the marketing mix are also discussed. Marketing Research is defined
and its importance to management is discussed. Marketing research plays a proactive role in
business, seeking to understand and help development opportunities, as well as finding solutions to
marketing problems. The meaning of applied research and basic research is developed, with the
understanding that marketing research is applied research.
CHAPTER OUTLINE
1. Nature of Marketing
I. Marketing
A. Definition
II. The Market Concept
A. Consumer Orientation
B. Goal Orientation
C. Systems Orientation
III. Opportunistic Nature of Marketing Research
IV. External Marketing Environment
A. Elements in the External Environment
B. Marketing Research
,2. Marketing Research and Decision Making
I. Marketing Research Defined
A. AMA Definition
B. Author’s Preferred Definition
II. Importance of Marketing Research to Management
A. Functional Roles of Marketing Research
B. Unrelenting Drive for Quality and Customer Satisfaction
C. Paramount Importance of Keeping Existing Customers
III. Understanding the Ever-Changing Marketplace
IV. Social Media and User Generated Content
V. Proactive Role of Marketing Research
A. Proactive Management
B. Proactive Manager
C. Proactive Marketing Strategic Plan
VI. Applied Research versus Basic Research
A. Applied Research
B. Basic or Pure Research
VII. Nature of the Applied Research
A. Programmatic Research
B. Selective Research
C. Evaluative Research
VIII. Decision to Conduct Marketing Research
, A. Reasons Not to Conduct Marketing Research
3. Development of Marketing Research
I. The Development of Marketing Research
A. Inception–Pre-1900
B. Early Growth–1900-1920
C. Adolescent Years–1920-1950
D. Mature Years–1950-Present
E. The Connected World: 2000-Present
4. Summary
CHAPTER SUMMARY
1. NATURE OF MARKETING
I. Marketing
A. Definition–the activity, set of institutions and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large
1. ‘Right’ Principles–right goods or services to the right people at the right place at the right time
at the right price, using the right promotion techniques, these are provided by management making
the ‘right’ decisions by having timely decision-making
Information provided by marketing research
II. The Marketing Concept
