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关于市场调研的作用,专家们也许会从4P s 的 n 个方面展开讨论,洋洋大篇,而读者却往往难以理解市场调研到底有什么作用。实际上,市场调研的作用只有一个,那就是“给营销经理提供信息,以帮助他(她)认识营销机会和营销问题,并作出反应”。一言以蔽之:市场调研帮营销经理更好地决策。我们知道,任何形式的市场活动都必须以信息引导和沟通。信息流是构成市场经济活动的基本要素。只要有商品经济存在,就有市场调研活动存在。实际上,每个营销人员都在自觉或不自觉地接收各种信息,并据此作出自己的判
With regard to the role of market research, experts may discuss the four aspects of the 4Ps, and they are very large and foreign. However, readers often find it difficult to understand what role market research will play. In fact, there is only one role of market research, which is to “provide information to marketing managers to help him or her understand marketing and marketing issues and respond”. In a nutshell: Market research helps marketing managers make better decisions. We know that any form of market activity must be guided and communicated with information. Information flow is the basic element of market economic activities. As long as there is a commodity economy, market research activities exist. In fact, each marketer receives various information consciously or unconsciously and makes his own judgment accordingly.