It takes various marketing problems as research topics, clarifies the facts, and provides basic information for decision-making, and is not simply the collection and analysis of data; unlike a market survey or market analysis, it must actively contribute to solving problems. Marketing research as a management tool for individual companies specifically addresses issues related to the product mix (new product planning, price determination, brand determination, packaging issues, etc.), distribution mix (physical distribution, trade distribution, dealer countermeasures, etc.), and promotion mix (personal sales, advertising activities, publicity, etc.). Source: Heibonsha World Encyclopedia, 2nd Edition Information |
マーケティングの諸問題を調査課題とし,その諸事実を明確にするとともに,意思決定のための基本情報を提供するもので,単なるデータの収集・分析ではなく,市場実査market survey,市場分析market analysisと異なり,問題解決に積極的に貢献するものでなければならない。個別企業におけるマネジメント・ツールとしてのマーケティング・リサーチは,製品ミックスproduct mix(新製品計画,価格決定,銘柄決定,パッケージ問題など),流通ミックスdistribution mix(物的流通,取引流通,販売店対策など),プロモーション・ミックスpromotion mix(人的販売,広告活動,パブリシティなど)に関する諸問題を具体的にとりあげる。
出典 株式会社平凡社世界大百科事典 第2版について 情報 |
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