Введение в маркетинговые исследования

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  • Research.Techart , -,

  • Research.Techart :: 2 /28

    (. marketing research) , , .

    . , , , , , . (. Environmental scanning) , . , .

  • Research.Techart :: 3 /28

    : , , .

  • Research.Techart :: 4 /28

    , , , , , , , , , , .

    , -, () -, , .

    , , ( ), .

  • Research.Techart :: 5 /28

    , :

    1) , -, , , ..;2) , , , , ..;3) , , - ..;4) - , ; , , , , ..

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    = = - .

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    - , , , . , , . , , , , , , , - , . , .

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  • Research.Techart :: 8 /28

    (. import . importare ) - , , , , , .

    ( . exporto ) , , . (). .

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    ( . rentabel ) , , . , , . . , , .

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    , , ? , ? , ? ? ? ? ? ? ? ? ? ? ? ? , ? ? ? ? ?

    ? ? ? ?

    ? .

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    () -

  • Research.Techart :: 12 /28

    (segmentation research) (demand estimation) (sales forecasting) (consumer decision process research) (positioning research)

    ? (price elasticity testing) (concept testing) (brand name testing) (brand equity testing)

    (Test marketing) (usability testing) (advertising and promotion research)

    , , ,

  • Research.Techart :: 13 /28

  • Research.Techart :: 14 /28

    ,

    , , , mix-.

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    .

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    -

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    , .

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    , , .

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    .

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    (retail audit).

  • Research.Techart :: 20 /28

    .

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    ) Internet; : , , ; : , , ; : .

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  • Research.Techart :: 21 /28

    Retail Audit

    Retail Audit ( ) , , , , .

    , , ( ), . : ; ; ;

    .

    ( ). .

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    Mix-

    Mix- , .

    mix-: hall-, home- mystery shopping.

  • Research.Techart :: 23 /28

    Hall-test

    Hall-test , ( 100-400 ) / (, . .), ( ), .

    : ( ) ; ( ) ( ).

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    , ).

  • Research.Techart :: 24 /28

    Home-test

    Home-test , ( ), .

    Home-test hall-, .

    home- : ,

    ; ;

    ; .

    . home- , , .

  • Research.Techart :: 25 /28

    Mystery Shopping

    Mystery Shopping , , (, . .).

    : Mystery Shopping

    , .

    : Mystery Shopping .

    : .

    : Secret Shopping, Spotter Services, Shopper Programs, Undercover Performance Evaluations, Anonymous Consumers, Shopper Audits, Virtual Customers(r), Ghost Shopping, .

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    , - - , .

    , , ( . . )

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    -

  • Research.Techart :: 28 /28

    ,

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