A Present a Ion on International Marketing Research

8/6/2019 A Present a Ion on International Marketing Research

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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,

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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

A Present a Ion on International Marketing Research

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