Ғ. Н.Қисметова Ағылшын тілі грамматикасы

4) When did marketing research begin as a “formal scientific 
discipline”
5) What knowledge does marketing research require?
6) What are basic steps of marketing research?
7) According to the text, how can market research are viewed?
8) What are the sources of information of marketing researcher?
UNIT 13
Management: Six basic steps in Decision M aking
Text A
William F. Samuelson Stephen G. Marks
Step 1: Define the Problem 
Decisions do not occur in a vacuum. Many come about as part of the 
firm’s planning process. Others are prom pted by new opportunities or 
new problems. It is natural to ask: What brought about the need for the 
decision? What is the decision all about? In all kinds of textbooks 
examples, the decision problems is stated and is reasonably well defined. 
In practice, however, managerial decisions do not come so neatly 
packaged; rather, they are messy and poorly defined. Thus, problem 
definition is prerequisite for problem management. A key part of problems 
definition is identifying the setting or context..
Identifying the decisions context and the decisions maker represents a large
step toward understanding the choices process. The particular setting has a
direct bearing on both the decisions maker’s objectives and the available
courses of action. The next two steps considers each of these aspects in 
turn.
Step 2. Determine the Objective When it comes to economics decisions, it 
is a truism that “you can’t always get what you want”. But to make any 
progress at all in your choice, you have to know what you want. In most 
private sector decisions, the principal objective o f the firm - and barometer 
of its performance - is profit: the difference between the firm’s total 
revenues and its total costs. Thus, among alternative courses of action, the 
manager will select the one that will maximize the profit of the firm- 
Attainment of maximum profit worldwide is the natural objective of the 
multinational steel company, the drug company, and the 
m anagem ent 
and 
shareholders of Disney, Canon, Time Inc., Texaco, and Pennzoil-
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Sometimes the manager focuses on the narrower goal of minimization cost. 
For instance, the firm may seek to produce given level of output at the 
least cost or to obtain a targeted increase in sales with minimal expenditure 
on advertising. In a host of settings, measures that reduce costs directly 
serve to increase profits. The objective in a public sector decision, whether 
it be building an airport or regulating a utility, is broader than the private 
profit standard. In making its choice, the government decision maker 
should 

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