[单项选择]Managers cannot always wait for information to arrive in bits and pieces from the marketing intelligence system. They often require formal studies of specific situations. For example, Toshiba wants to know how many and what kinds of people or companies will buy its new superfast laptop computer. Or Burnt College in Lake Forest, Illinois, needs to know what percentage of its target market has heard of Burnt, how they heard, what they know, and how they feel about Barat. In such situations, the marketing intelligence system will not provide the detailed information needed. Managers will need marketing research.
We define marketing research as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing an organization. Every marketer needs research. Marketing researchers engage in a wide variety of activities, ranging from market potential and market share studies, to assessments of customer satisfaction and purcha
A. Market potential and market share studies.
B. Assessments of customer satisfaction and purchase behavior.
C. Studies of pricing; distribution, and promotion activities.
D. A specific marketing situation.