Ch06Building the Knowledge Base(国际营销学-厦门大学 黄维梁).ppt

Developed by Cool Pictures MultiMedia Presentations Copyright ? 2004 by South-Western, a division of Thomson Learning. All rights reserved. Building the Knowledge Base Chapter 6 Defining the Issue What is marketing research? Traditional view “the function that links the consumer, customer, and public to the marketer through information.” Redefined view “systematic and objective identification of information, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.” International versus Domestic Research Similar but different International research involves the use of similar tools and techniques as in domestic research, but the market environments differ. The primary differences New parameters New environments Number of factors involved Broader definition of competition The Need for Research Reasons that firms may be reluctant to view international research as important: Lack of sensitivity to differences in consumer tastes and preferences. Limited appreciation for the different marketing environments abroad. Lack of familiarity with national and international data sources and the inability to use them. Actual but limited business experience in a country or with a specific firm may be used as a substitute for organized research. Research Objectives Research objectives vary from firm to firm because of the views of management, the corporate mission, and the marketing situation. Information needs are linked closely to the level of international expertise in the firm. Going International Secondary Data Sources Governments International organizations Service organizations Directories and Newsletters Electronic Information Services Other firms Research Primary research Conducted to fill specific information needs. Essential to strategic marketing plan formation. Useful in international market segmentation. Determining information requiremen