International Marketing Chapter 7 Building the knowledge Base
International Marketing Chapter 7 Building the Knowledge Base
International and domestic Research What is marketing research? Use of similar tools and techniques as in domestic re search, but the environments differ
International and Domestic Research ◼ What is Marketing research? Use of similar tools and techniques as in domestic research, but the environments differ
The Primary Differences a New parameters New environments Number of factors involved a broader definition of competition
The Primary Differences: ◼ New parameters ◼ New environments ◼ Number of factors involved ◼ Broader definition of competition
Reasons Executives view International research as important Lack of sensitivity to differences in consumer tastes and preferences Limited appreciation for the different marketing environments abroad
Reasons Executives View International Research as Unimportant: ◼ 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 a Limited business experience in a country or with a specific firm may be used as a substitute for organized researc
◼ Lack of familiarity with national and international data sources and the inability to use them. ◼ Limited business experience in a country or with a specific firm may be used as a substitute for organized research
The benefits of research (dr)-v(d>c(r) u V(dr) is the value of the decision with research u V(d) is the value of decision without research c(r is the cost of research
The Benefits of Research ◼V(dr) - V(d) > C(r) ◼ V(dr) is the value of the decision with research ◼ V(d) is the value of decision without research ◼ C(r) is the cost of research
Determining Research Objectives Going International: EXporting Going International: Importing Market Expansion
Determining Research Objectives ◼ Going International: Exporting ◼ Going International: Importing ◼ Market Expansion
Going International: Exporting Foreign-Market Opportunity Analysis
Going International: Exporting ◼ Foreign-Market Opportunity Analysis
A Foreign -Market Opportunity Analysis looks at Total and per capita GNP, mortality rates, and population data a Individual market data product data market trends and restrictions Governmental restrictions
A Foreign-Market Opportunity Analysis looks at: ◼ Total and per capita GNP, mortality rates, and population data ◼ Individual market data product data, market trends, and restrictions ◼ Governmental restrictions
Going International: Importing Information to know for importing the reliability of a foreign supplier consistency of its product or service quality length of delivery time a government rules and regulations
Going International: Importing ◼ Information to know for importing: ◼ the reliability of a foreign supplier ◼ consistency of its product or service quality ◼ length of delivery time ◼ government rules and regulations
