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Marketing Research by Naval Bajpai

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Chapter 22

Marketing Mix Research: Product, Price, Place and Promotion Research

Learning Objectives

Upon completion of this chapter, you will be able to:

  • Understand the application aspects of market research.
  • Understand the meaning of marketing mix and its connection with marketing research.
  • Understand the issues pertaining to new-product development research.
  • Understand the role of marketing research with respect to pricing dimensions.
  • Understand the marketing research inputs required to take different distribution decisions.
  • Understand the use of marketing research in making different promotional decisions.
RESEARCH IN ACTION: MAHINDRA RISE

Established in 1945 as a steel trading company, Mahindra & Mahindra (M&M) entered automotive ...

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