国际营销管理ch06.pptxVIP

Chapter 61Global Marketing Management, 5eChapter 6Global Marketing Research Chapter Overview1. Research Problem Formulation2. Secondary Global Marketing Research3. Primary Global Marketing Research4. Leveraging the Internet for Global Market Research5. Market Size Assessment6. New Market Information Technologies7. Managing Global Marketing ResearchChapter 62 IntroductionGiven the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.Most of the cultural blunders in global marketing stem from inadequate marketing research.Six steps in conducting global market research:1. Define the research problem(s)2. Develop a research design3. Determine information needs4. Collect the Data (secondary and primary)5. Analyze the data and interpret the results6. Report and present the findings of the studyChapter 63 Chapter 64Exhibit 6-1: A Multicountry Marketing Research Project at Eli Lilly IntroductionMajor challenges faced by global marketing researchers:1. Complexity of research design due to environmental differences2. Lack and inaccuracy of secondary data3. Time and cost requirements to collect primary data4. Coordination of multicountry research efforts5. Difficulty in establishing comparability across multi-country studiesChapter 65 1. Research Problem FormulationAny research starts off with a precise definition of the research problem(s).A well-defined problem is a half-solved problem.In an international context, the marketing research problem formulation is hindered by the self-reference criterion (SRC).A major difficulty in formulating the research problem is unfamiliarity with the foreign environment.Omnibus (总括的) surveys are regularly conducted by research agencies.Once the research issues have been stated, management needs to determine the information needs.Chapter 66 Chapter 67Exhibit 6-2: AC Nielsen China Omnibus 2. Secondary Global Marketing ResearchSecondary Data: Data/information which is already av