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Marketing Management (Fach) / MMR (Lektion)
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Diese Lektion wurde von Nalala erstellt.
Diese Lektion ist leider nicht zum lernen freigegeben.
- Functions of MMR - Selection = identify, collect goal-relevant information - Early Warning = identify, predict risks, provide means to avoid them - Innovation = identify opportunities, provide means to exploit them - structure providing = guide all processes - reduce uncertainty = gain precise & complete information -> objectivity - control = measure impact of marketing decisions - decision support = boost effectivity & speed
- Classification Problem - Identification Research: identify problems which ar enot necessarily on the surface, yet exist or are likely to appear in the future (e.g market share, image, trends) Problem-Solving Research: solve specific marketing problems (e.g segmentation, product, pricing, promotion & distribution)
- Role of MMR in Marketing Decision Making Collect information about... customer groups controllable Marketing Variables (Product,Price,Promotion, Distribution) uncontrollable environmental factors (economy, technology, social factors,...) has connections to Marketing Decision makers: assessing information needed providing information marketing decision making
- Reasons for continuing growth of MR rapid changes in business environment, shift to consumer-oriented philosophy costs of misreading signals from the marketplace become increasingly steeper -> providing voice of the costumer to management scope of marketing has widened
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