global marketing 6

7/29/2019 Global Marketing 6

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GlobalInformation

Market Research

(Global Edition)Chapter 6

Chapter topics:

technology and marketing informations stems

• Utilize a framework for information scanningand o ortunit identification

• Understand the formal market researchrocess

• Know how to manage the marketinginformation collection s stem and market

©2011 Pearson Education, Inc.

6-2research effort


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StrengthsCost advantagesFinancial resources

OpportunitiesDemographic trendsStrong economy

Customer loyaltyModern production facilitiesPatents

Enter new markets Acquire firms with needed

technology

Leverage

WeaknessesToo narrow a product lineLack of management depth

ThreatsChanging buyer tastesLikely entry of new

High-cost operation due tohigh labor cost andobsolete production facilities

Inade uate financin

competitors Adverse government policiesProblems


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capabilities

Weak market image



Information Technology forGlobal Marketing

• Information Technology refers to anorganization’s processes for creating,storin exchan in usin andmanaging information

•

provide managers and other decisionmakers with a continuous flow of information about company operations


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• Intranet• Electronic Data Interchange (EDI)

(ECR)

• Electronic point of sale


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• A private network

• Allows authorized company personnel

electronically

• - our nerve center

• Allows com anies like Amazon.com and

Dell to operate as real time enterprises


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• ows us ness un s o: – Submit orders

– Issue invoices

– Conduct business electronicall

• Transaction formats are universal

• to speak the same language


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• A joint initiative by members of a supplyc a n o wor owar mprov ng anoptimizing aspects of the supply chaino ene cus omers

• his is in addition to EDI

• An effort for retailers and vendors to

• Utilizes electronic point of sale


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• New business model• Philosophy that values two-way

communication between company and

customer

• is an opportunity to collect data

and enhance corporate profitability


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• EU’s Directive on Data Collection (1998)

• he US/EU Safe Harbor agreement (2000)protects individuals’ rights among nations


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• Safe Harbor Agreement establishes principles

transfer data to the US from Europe

–

– An ‘opt out’ option to prevent disclosure of

– Can only transfer information to third parties thatare in com liance with Safe Harbor

– Individuals must have access to information


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• Integral part of CRM• Help fine-tune product

assortments formultiple locations

•

management torespond to changingbusiness conditions


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• An efficient effective s stem that will scanand digest published sources and technicalournals

• Daily scanning, translating, digesting,,

information into a market intelligence system

regions of the world


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• Personal sources

– Company executives based abroad who havecontact with distributors, consumers, suppliers,

– Friends, acquaintances, professional colleagues,,

• Direct sensory perception

– s ng e senses o n ou rs an w a sgoing on in a particular country


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project-specific, systematic gathering of a a n e searc scann ng mo e on a

global basis

– Challenge is to recognize and respond tonational differences that influence the wa

information is obtained


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1. Information requirement2. Problem definition

.

4. Examine data availability

. ssess va ue o researc

6. Research design7. Data analysis


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Step 1: InformationRequirement

• What information do I need?

– x s ng ar e s: cus omer nee s a rea ybeing served by one or more companies;

– Potential Markets• a en mar e – an un scovere mar e ;

demand would be there if product were there

• –

macro-environmental trends continue

• Wh do I need this information?


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Step 2: Problem Definition(and Overcome SRC)

• Self-Reference Criterion occurs when a

person s va ues an e e s n ru e on eassessment of a foreign culture

• Must be aware of SRCs

– Enhances management’s willingness to conductmarket research

– Ensures that research design has minimal home-

country ias – Increases management’s receptiveness to findings


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Step 3: Choose Unitof Analysis

• Will the market be:

–

– A region

–

– A province – s a e

– A city Lisbon


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Step 4: ExamineData Availability

• Sources may be: – Company’s records

–

• Trade journals

• ,Statistical Yearbook of the UN, World Bank

• Commercial sources like The Economist and Financial Times, Marketresearch.com


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Step 5: Assess Valueof Research

.what it will cost to collect?

• What will it cost if the data are notcollected?

• What will the company gain with this

n orma on


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Step 6: Research Design(Data Collection)

• Use multiple indicators

• Develop customized indicators specificto the industr roduct market orbusiness model

• o no assess a mar e n so a on

• Observation of urchasin atterns /

behavior more important than reports


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Secondary Data Collection

• Surveys

• Interviews

• Consumer panels

– Nielsen: TV viewing

• Observation – Using people or cameras


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Getting into consumers’ heads withqua a ve researc – common approac esto find out what customers think or feela ou ran s pro uc s:

9 Word associations

9 Visualization

9 Laddering


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DescriptiveResearch

Ex loratorResearch

Causal


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Research

Special Considerations forSurveys

• Benefits – Data collection from a lar e sam le

– Both quantitative and qualitative datapossible

– Can be self-administered

• Issues – Subjects may not want to answer or

intentionally give inaccurate response

– rans a on may e cu• Use back and parallel translations


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population that is representative of t e ent re popu at on

– Probabilit sam les

–Non-probability samples


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• Clean the data• a u ate t e atausing statisticaltec n ques: ,regression, factorana ys s, c uster

analysis• Perceptual mapping,

conjoint analysis


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Step 8: Interpretation andPresentation

• Report must clearly

address problemidentified in Ste 1

• Include a memo or

of the key findings

along with mainre ort


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Enhancing Comparabilityof Data

• Emic analysis • Etic analysis

– t nograp c nnature

– rom t e outs e – Detached

– Studies culturefrom within

perspective that isused in multi-

– Uses culture’sown meanin s

country studies

– Enhances

and values comparability butminimizes recision


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