International Marketing (Chap008).ppt

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? The importance of problem definition in international research The problems of availability and use of secondary data Quantitative and qualitative research methods Multicultural sampling and its problems in less developed countries Sources of secondary data How to analyze and use research information Global Perspective Japan – Test Market for the World Enterprises with international scope of operations Need for current, accurate information magnified Marketing research The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making International marketing research involves two complications Information must be communicated across cultural boundaries The environments within which the research tools are applied are often different in foreign markets Breadth and Scope of International Marketing Research Types of information needed by research General information about the country, area, and/or market Information to forecast future marketing requirements By anticipating social, economic, consumer, and industry trends within specific markets or countries Specific market information used to make and develop marketing plans Product Promotion Distribution Price decisions Breadth and Scope of International Marketing Research Unisys Corporation’s planning steps for collecting and assessing the following types of information Economic Cultural, sociological; and political climate Overview of market conditions Summary of the technological environment Competitive situation Top 20 Countries for Marketing Research Expenditures (millions of dollars) Exhibit 8.1 The Research Process Research process steps Define the research problem and establish research objectives Determine the sources of information to fulfill the research objectives Consider the costs and benefits of the research effort Gather relevant data from secondary or primary sources, or both