MARK 305 Chapter Notes - Chapter 1: Longitudinal Study, Reconsideration Of A Motion, Market Segmentation
30 Jan 2017
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Chapter 1: role of marketing in management decision making. Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing research: it is the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. Dominant epistemology" today - a set of beliefs about the nature of science. Asserts that knowledge is best generated by empirical research, controlled experiments, logical analysis of data. Claims that scientists can be disinterested observers of nature who pursue knowledge for its own sake. Key values: empiricism, skepticism, tentativeness (theories must be falsifiable), publicness.
