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  • 1.3 Unit 1

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    This document outlines the role of marketing research in decision making. It discusses how marketing research helps assess information needs, provide information to marketing managers, and aid in marketing decision making. Key aspects covered include customer groups, controllable and uncontrollable environmental factors, and how research informs areas like market segmentation, target market selection, and marketing program performance and control.

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    This document outlines the role of marketing research in decision making. It discusses how marketing research helps assess information needs, provide information to marketing managers, and aid in marketing decision making. Key aspects covered include customer groups, controllable and uncontrollable environmental factors, and how research informs areas like market segmentation, target market selection, and marketing program performance and control.

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    © All Rights Reserved
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    7 views4 pages

    1.3 Unit 1

    Uploaded by

    jayashetty_985318136
    This document outlines the role of marketing research in decision making. It discusses how marketing research helps assess information needs, provide information to marketing managers, and aid in marketing decision making. Key aspects covered include customer groups, controllable and uncontrollable environmental factors, and how research informs areas like market segmentation, target market selection, and marketing program performance and control.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    Department of BBA

    Semester: IV
    Marketing Research
    (UM21BB245BA4)

    Unit 1
    Outline

    The Role of Marketing Research in Decision Making


    The Role of Marketing Research in Decision Making
    CUSTOMER GROUPS
    -Consumers
    -Employees
    -shareholders
    -Suppliers Uncontrollable
    Controllable Environmental
    Marketing Factors
    Variables
    MARKETING RESEARCH - Economy
    -Product - -Technology
    -Pricing - -Competition
    -Promotion Assessing Providing Marketing -Law and
    -Distribution Informatio Informatio Decision Regulations
    n Needs n Making - Social and
    cultural Factors
    Marketing Managers - -Political factors.
    -market segmentation
    -target market selection
    Marketing Programs
    - Performance and Control
    Thank You

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