英文课件 国际市场营销 chapter 08.ppt

Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. Research processes and methods are same whether applied in Columbus, Ohio, or Colombo, Sri Lanka. International marketing research involves two additional complications: First, information must be communicated across cultural boundaries. Second, the environments in which research tools are applied are often different in foreign markets. Foreign market research is the broader scope than domestic Research can be divided into three types based on information needs: (1) general information about the country, area, and/or market; (2) information necessary to forecast future marketing requirements by anticipating social, economic, consumer, and industry trends within specific markets or countries; and (3) specific market information used to make product, promotion, distribution, and price decisions and to develop marketing plans 1.? Economic: data on growth of the economy, inflation, business cycle trends, and the like; profitability analysis for the division’s products; specific industry economic studies; 2.? Cultural, sociological, and political climate.?A general non-economic review of conditions affecting the division’s business. Marketers use three different techniques to help ferret out translation errors ahead of time. (1) Back Translation.?In back translation the questionnaire is translated from one language to another, and then a second party translates it back into the original. (2) Parallel Translation.?In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. (3) Decentering.?A hybrid of back translation, this is a successive process of translation and retranslation of a questionnaire, each time by a different translator. Multicultural research involves deal