国际市场营销课件第五章-国际市场调研.pptVIP

Case 经过24年的努力,1995年美国果农终于了通过日本海关的检查,如愿以偿地向日本出口苹果,当年日本人对美国苹果的消费量达8500吨;可是第二年销售量剧减到800吨,是什么原因造成如此的变化? 美国果农忽略了日本的文化环境, 当时世界的经济形势和竞争对手的实力 市场调研的重要性 Chapter 5 International Marketing Research 国际市场调研 §1 The Content of International Marketing Research Ⅰ. Outline: 1.What is marketing research? Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. 2.What are the functions of marketing research? (1)To describe and analyze existing market conditions so that find new market opportunity and explore