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A PRESENTATION ONINTERNATIONAL MARKETING
RESEARCHPresented by :
Kumar raunak
Rohit
Amit
Santosh
Rajeev
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Objectives
Define international marketing research andprovide a description of its immense scope; offerexamples of each type of research conducted in
international marketing Describe the steps involved in the international
marketing research process while addressing, foreach step, the international constraints involved
Introduce the concept of decision support systemsfor international marketing and describe the salesforecasting process
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International Marketing Research Some
Definitions
International marketing research is the systematic
design, collection, recording, analysis, interpretation,
and reporting of information pertinent to aparticular marketing decision facing a company
operating internationally.
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International MarketingResearch can be defined
as marketing researchconducted to aid inmaking decisions inmore than one country
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SO HOW IS IT DIFFERENT FROMDOMESTIC MARKETING?
The major differences are
The national differences between countries
arising out of political, legal, economic,
social and cultural differences and, The comparability of research results due to
these differences.
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National Differences
The main factors that affect the way in which
people from different countries
behave are:
a. Cultural Differences: Culture refers to widelyshared norms or patterns of behaviour
of a large group of people. It is defined as the
values, attitudes, beliefs, artifacts and
other meaningful symbols represented in the
pattern of life adopted by people thathelp them interpret, evaluate and communicate as
members of society.
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b. Racial Differences: This would refer to thedifferences in physical features of people
in different countries. For example, the types
of hair care and cosmetic products
needed in U.S would differ from thoseneeded in South East Asia.
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c. Climatic Differences: This would include the
meteorological conditions like degreeof rain and temperature range in the
targeted foreign market. For instance, Bosch-
Siemens had to alter their washing machines
with a minimum spin cycle of 1,000 rpm
and a maximum of 1,600 rpm in Scandinavia,
owing to irregular sunshine. In Italy
and Spain, on the other hand, it is sufficient to
have a spin cycle of 500 rpm as there
is abundant sunshine.
.
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D. ECONOMIC DIFFERENCES:THE LEVEL OF ECONOMIC DEVELOPMENT IN A MARKET CAN AFFECT THE
DESIRED PROPERTIES OF A PRODUCT AND IN THIS WAY CAN INSPIRE A COMPANY TO ADAPT ITSPRODUCTS IN ORDER TO MEET THE NEEDS OF THE LOCAL MARKET. THE LEVEL OF ECONOMIC
PROGRESS IN A MARKET CAN BE ASSESSED BY A SERIES OF INDICATIONS:
THE LEVEL OF REVENUE AND BUYING POWER OF LOCAL CONSUMERS: THIS WILL HAVE AN
INFLUENCE ON THE TECHNICAL CONCEPTION AND MARKETING OF EXPORTED PRODUCTS. IN RICHER
COUNTRIES WHERE THE STATE OF ECONOMIC PROGRESS IS MORE ADVANCED, CONSUMERS
GENERALLY HAVING A HIGHER PURCHASING POWER AND TEND TO PREFER PURCHASE OF MORE
SOPHISTICATED PRODUCTS WITH ADVANCED FUNCTIONS, WHILE PEOPLE IN POORER MARKETS
WOULD BE INTERESTED IN A SIMPLIFIED VERSION OF THE PRODUCT.
THE STATE OF INFRASTRUCTURE IN THE MARKET: THE GENERAL LEVEL OF THE QUALITY OF
INFRASTRUCTURE IN THE COUNTRY CONSISTING OF ELEMENTS SUCH AS TRANSPORT, ENERGY
COMMUNICATION SYSTEMS, ETC. CAN AFFECT HOW THE PRODUCT IS CONSTITUTED AS IT CAN
BRING ABOUT DIFFERENT CONDITIONS OF USE. FOR INSTANCE WHEN CAR MANUFACTURER SUZUKI
ENTERED INDIA, IT HAD TO REINFORCE THE SUSPENSION OR THE ROAD CLEARANCE LEVEL OF THE
CARS AS THE STATE OF THE ROADS WERE POOR.
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e. Religious Differences: Religion has many impacts on products, more
particularly on
the ingredients, that constitute them. For example, in Islamic countries,companies,
exporting grocery products based on beef have to furnish a certificate
declaring that
the animals have been slaughtered respecting Halal methods.
Alcoholic drinks are
equally banned in Middle Eastern countries. Religious restrictions can
therefore
require product adaptation.
f. Historical Differences: Historical differences help explain facts such as
the playing
of cricket in England, as opposed to game of boules in France. Thesedifferences have
slowly evolved over time but have a profound effect on consumer
behavior. For
example, drinking Scotch whiskey is considered prestigious and trendy
in Italy, but
old-fashioned and almost boring in Scotland.
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g. Language Differences: Language is an important aspect of international marketing
research. Inappropriate use of language could result in loss of market apart from
turning out to be a cross cultural gaffe. For instance, U.S. and British negotiators
found themselves at a standstill when the American company proposed that they
table particular key points. In the U.S. Tabling a motion means to not discuss it,
6
while the same phrase in Great Britain means to bring it to the table for discussion.
h. Differences in Actual and Potential Target Groups: In countries like England andGermany it is possible to do national samples. Small towns and villages can be
included because distances are not great. In Spain, interviews can be conducted only
in cities with populations of over 100,000 people, as the cost of interviewing people
in small towns and villages is prohibitively high .
In addition, the international marketing researcher may also have to deal with
other factors such as differences in the way that products or services are used,differences in the criteria for assessing products or services across various markets and
differences in market research facilities and capabilities.
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International Marketing Research Occurs at Different
Levels
Assessment of a
foreign market
(general
information
about a country)
Economic
Social / Cultural
Political / Legal
Technological
Industry
Information
(relates toproduct category)
Market size
Segmentation
Competition
Consumer
Specific market
information (used
to develop
marketing plans)
Product
Pricing
Distribution
Promotion
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Steps in the Research Process
Step I:Step I: Define the research problemDefine the research problem
Step 2:Step 2: Developing a research planDeveloping a research plan
Step 3:Step 3: Collecting dataCollecting data
Step 4:Step 4:Analysing research dataAnalysing research data
Step 5:Step 5: Presenting the findingsPresenting the findings
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Research Process in Detail
1. Step I:Step I: Define the research problemDefine the research problem
Critical step because of unfamiliarity with internationalmarkets
Problems can arise when researchers: Fail to recognize or anticipate the influence of the local
culture or fail to identify the SRC effect
Treats the problem as if it exists in the homecountry
Fail to establish problem limits broad enough to includeall relevant data
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STEP 2:STEP 2: DEVELOPING ADEVELOPING A
RESEARCH PLANRESEARCH PLAN
A Company if going for international
marketing research needs to develop aresearch plan.
Planning means simply deciding in advance
what is to be done in future.
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So a company needs to plan
what it is conducting a research?
What will the outcome of the research?
How and where it will use the research?
Which method it will follow?
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Step 3:Step 3: Collecting dataCollecting data
Primary Data
When data is not
available, and mustbe obtained throughsome form of datacollection.
Secondary Data
When data exists and
is available through avariety of sources (i.e.internet, publications,government records,
etc.)
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Problems with obtaining relevant data
Secondary Data defined
Data collected by another agency orresearcher
Problems with obtaining relevant and accurateSecondary data
1. Availability of Data2. Reliability of Data3. Comparability of Data4. Validating Secondary Data
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Validating Secondary Data
Who collected the data ? Would there be any
reason for purposely misrepresenting the
facts ?
For what purpose were the data collected ?
How were the data collected ? (Methodology)
Are the data internally consistent and logical inlight of known data sources or market factors ?
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Primary & Secondary Data
Secondary Primary
Availability
Relevancy
Reliability
Comparability
Ability to communicate
Willingness
Sampling Plan
Language/Comprehension
Readily available, usedfor other purposes Generated first-hand,tailor made research
Issues
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Gathering Primary Data
Quantitative ResearchQuantitative Research
Qualitative ResearchQualitative Research
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Methods for Developing Primary Data
DataQualitative?
Quantitative?
Focus Groups
ObservationInterviews
Panels
Surveys
Experiments
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Uses of Internet in International
Researcho On-Line Surveys and Buyer Panels
o On-Line Focus Groups
o Web Visitor Tracking
o Advertising Measurement
o Customer Identification Systems
o E-Mail Marketing Lists
o Embedded Research
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Step 4:Step 4:Analysing research dataAnalysing research data
Talents Required to Analyze and Interpret
Research Information
Cultural Understanding
Creative Talent for Adapting
ResearchFindings
Skeptical Attitudes when Handling Both
Primary and Secondary Research
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STEP 5:STEP 5: PRESENTING THEPRESENTING THE
FINDINGSFINDINGS
After collecting the data we need to present
the findings.
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Five Rules of International Research
1. Apply the WHAT, WHY, WHERE and WHEN of
information.
2. Use locally available information first.
3. Identify information sources abroad.
4. Know where to look.
5. Do not assume the information you get is
comparable or accurate.
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THE SCOPE OF INTERNATIONALMARKETING RESEARCH
Research of industry , market characteristics ,and market trends
Buyers behavior research
Product research
Distribution researchPromotion research
Pricing research
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RESEARCH OF INDUSTRY , MARKET
CHARACTERISTICS , AND MARKET
TRENDS
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IT IS A RESEARCH
EXAMINING BRAND
PREFERENCE AND BRAND
ATTITUDES
Brand awareness research
Purchase behavior studies
Consumer segmentation studies
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PRODUCT RESEARCH
Concept development and testing studies
Brand name generation and testing
Product testingCompetitive product studies
Product packaging design studies
Test marketing
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DISTRIBUTION RESEARCH
Import export analysisChannel performance and coverage studies
Plant/warehouse location studies
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PROMOTION RESEARCH
Studies of premiums coupons deals
Advertising effectiveness research
Media research
Sales force compensation , quota , and
territory studies
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PRICING RESEARCHInternational market potential studies
Sales potential studies
Sales forecast
Cost analyses
Profit analyses studies
Price elasticity studiesCompetitive pricing analyses
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SOME WAYS OF COLLECTING
DATA IN INTERNATIONAL
RESEARCH
Personal Interviews
Mall Intercept Surveys
Telephone Interviews
Mail SurveysFocus Groups
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DONE UNDER THE ABLE AND EFFECTIVE
GUIDANCE OF PROFESSOR: MRS.CHETNA PRITI, INTERNATIONAL
MARKETING FACULTY, I.I.B.M,PATNA.
Thank you friends