国际市场营销课后答案international marketing plan essay question.pdfVIP

Developing a Global Vision through Marketing Research Essay Questions 100. (p. 216) Give the traditional definition for marketing research. Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. 101. (p. 216) Discuss the differences between traditional marketing research and international marketing research. Although the research processes and methods are basically the same in traditional marketing research and international marketing research, international marketing research involves two additional complications. First, information must be communicated across cultural boundaries. Second, the environments within which the research tools are applied are often different in foreign markets. 102. (p. 217) International marketers often collect forms of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance as to what forms of information need to be collected in the international environment. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model. The five types of information are: (a) economic, (b) cultural, sociological, and political climate, (c) overview of market conditions, (d) summary of the technological environment, and (e) competitive situation. See page 217 for a discussion of each of the types. 103. (p. 218 and major section titles for the six) List and briefly characterize the six steps in the research process. The steps are: (a) define the research problem and establish research objectives, (b) determine the sources of information to fulfill the research objectives, (c) consider the costs and benefits of the research effort, (d) gather the relevant data from secondary or primary sources, or both, (e) analyze, interpret, and summarize the results, and (f) effec