Badania marketingowe a wybór strategii marketingowej przedsiębiorstw

• Autorzy: Sylwia Mokrysz

Warianty tytułu

Marketing Research and the Selection of the Marketing Strategy in the Enterprises

• Języki publikacji: PL

Abstrakty

Marketingowe badanie rynku powoduje, że tworzy się system informacyjny służący różnym decyzjom marketingowym w przedsiębiorstwie. Autorka w opracowaniu omówiła różne rodzaje badań marketingowych, skupiając się na pojęciu "strategia marketingowa" dla określenia procedury potrzebnej do realizacji celu rynkowego.

EN

In the study a marketing research has been presented as an important part of a marketing information system. In this paper the marketing research has been defined. The divisions and functions have been described. Types and techniques of this research have been presented. In the next part of this article the marketing strategy and the factors which have influenced its formulation have been shown and types of the strategies used in the companies also have been presented. Now days, before starting a business every company has to have a strategy which would secure its ability to adapt its activities to the constantly changing environment. Consequently, it has to adapt itself to the variability in the environment in order to select the different sets of actions which constitute a whole and which vary from the competitor`s methods of activities to guarantee products and services of high quality and to introduce its own, innovative solutions. (original abstract)

Słowa kluczowe

PL

Badania marketingowe; Segmentacja rynku; Strategia marketingowa; Planowanie marketingowe; Marketingowa koncepcja przedsiębiorstwa

EN

Marketing research; Market segmentation; Marketing strategy; Marketing planning; Marketing concept of the company

• Czasopismo: Studia Ekonomiczne / Akademia Ekonomiczna w Katowicach
• Rocznik: 2001
• Numer: nr 17 Zachowania konsumentów a marketing
• Strony: 227--246

Twórcy

autor

Sylwia Mokrysz