Презентация на тему International marketing research

products and services in foreign countries they face a

black out regarding :
* Nature of demand
* Needs and wants of customers
* Their culture and customs
* Currencies and their trend of fluctuation, etc.

International marketing strategies can not be designed without knowledge of these and other relevant elements.

Therefore, the pre-emptive step for marketing abroad is to gather necessary information about target markets, customers, environmental factors etc..

Presentation by Prof. H. Ganguly

Secondly, global marketing requires greater commitment of resources; so knowledge of market should be accurate to avoid any mistake and consequent waste of resources.

across various type of cross – cultural behaviour in

different nations. For example, Hot milk - based drinks are preferred in :

i) U.K. -- before going to bed for relaxation and/or restful sleep

ii) U.S. -- during cold weather, either in mornings or evenings

iii) Thailand -- with breakfast before going for work as it is
considered to be energy-providing and stimulating.

iv) India – Hot milk based drinks are recommended for sick,
infirm and sportspersons for more energy.

So marketing perspectives of international firms should
be in keeping with this type of behaviour so as to satisfy
customers.

-- Information is the raw material of marketing decision-making.

It is the link between marketer and markets. --There are two ways in which information are collected viz.
1. Surveillance -- It is the process of acquiring information
from messages, publications and all possible sources as a
routine. Then the information is scanned for relevance.

2. Research – It is formally organised effort to acquire
specific information for specific purpose. The data so
collected is then processed.

-- The systematic gathering, recording and analysis of data about problems and situations related to international marketing of goods and services is called International Marketing Research.

of International Marketing Research
1.

To scan environmental factors for selection of country -
markets for operation.
2. To assess marketing opportunities through estimation of
market potential.
3. To evaluate marketing mix elements.
4. To design Strategic Marketing Plan.

Overview of Global Marketing Information Systems
Global marketers develop information system to
provide continuous flow of information about changing
markets, customers, competitors and company operations
called Marketing Information System.
Company also develops suitable means and manner in
MIS of gathering, analysing, classifying, storing,
retrieving and reporting data to competent managers.

Business Information System
Markets : Demand estimates, consumer behaviour,

products, channels, communication media, their
availability with cost and market responsiveness.

2. Competition : Corporate, business and functional strategies.

Foreign Exchange : About Balance of Payments, interest
rate, attractiveness of country currencies, trends.

Prescriptive Information : Laws and regulations about taxes, earnings, dividends in home and host
countries.

Resource Information : Availability of human, financial,
information and physical resources.

General Environments : Overall review of Political,
Economic, Socio-cultural and Technology factors.

Marketing research should preferably be started

with following questions :
1. What information are needed ?
2. Why are these information needed ?

Answer to the first question may give a lead to new relationship between the global firm and markets. It is called exploratory research which may go a long way in defining the problem.

Whereas, extended part of this research is identified as conclusive research that solves the problem so identified.

Research

1. Problem Identification
2. Research Methodology
3.

Information Required
4. Sources of Information -- secondary and primary data
5. Sampling
6. Collection of Data
7. Analysis &Interpretation of Data

Salient Points of Difference between MR & IMR

Basically marketing research and international marketing research are the same whether conducted at Columbus in Ohio or Colombo in Sri Lanka excepting for a few points of difference.

1. Communication to different nations for research is to

be made in different languages and cultural perspectives. Similarly, replies are to be made suitable for home office managers.

2. The mechanism of implementing marketing research plan globally often vary from country to country e.g. in nations of low literacy rates, questionnaire may have to be clarified.

3. Equivalence may have to be created for interpretation of data from different nations. For example, possession of first automobile in a developing nation signify status symbol whereas in developed nations it means a transport.

4. Emic and Etic approaches of interpretation of IMR data.

Major Points of Difference

in IMR
-- Due to variation in culture in

nations, the same statement, product, advertisement copy etc. do not convey the same meaning to all in multi-country research.

-- In IMR, it is essential to construct equivalence for interpretation of data, i.e., how are those viewed in host countries; what meaning is conveyed by these elements etc..
-- In a LDC, possession of any automobile may indicate status, whereas in developed countries – Mercedes Benz, Rolls-Royce or similar car depicts status.

-- So for valid and meaningful comparision of multi-country research data , functional difference in use of product, service etc, is required to be taken.

in IMR are :
* Conceptual Equivalence -- the

extent of variation in
interpretation of objects, stimuli, behaviour etc. come under it,
e.g. ‘loss of face’ is considered serious in Eastern hemisphere
but not so in western culture.

* Category Equivalence -- Same object or stimuli is
considered differently in nations, e.g. Beer is considered to be
soft drink in many nations.

* Calibration Equivalence -- In nations like India, U.S. etc.
degree celsius is used for measuring heat, whereas in many
other nations degrees Fahrenheit is used.

* Translation Equivalence – Same word sometimes bear
different connotation in different nation, e.g. “family” means
parents, husband-wife and children in India whereas husband-
wife and children in U.S.

in IMR
Emic Approach of Data Interpretation

-- This approach believes that attitudes, interests and
behaviour of subjects is different and unique for various
cultures.
-- Therefore, IMR data should be analysed in the context of
nations’ attitudes, interest and behaviour.

Etic Approach

-- This approach believes that consumers’ choice are
converging around global markets. Therefore, Etic approach
is catching up with universal and globalised trend around
world.

Marketing Research Firms
-- Marketing research in foreign

countries are carried out
either by international marketing firm themselves or
They make use of external marketing research firms.

-- International marketing firms who carry out IMR
infrequently, generally do not possess competent IMR
expertise. So they prefer to make use of competent
International Market Research firms.

Advantages of Using IMR firms
1. IMR firms possess requisite professional experience.
2. They are conversant with environments of nations
3. They can carry out MR at cost efficient manner.
4. Findings of IMR firms generally without bias .