Archive for November, 2010

size and scope of international marketing research:

A key difference between the national and international marketing research is the greatest possible scope for research abroad. Research can be divided into three types according to the data must be:

general information about the country and city / market merchant future needs, through early recognition of market trends, social, economic, and consumers expect certain markets or countries etInformations the specific market be used to make decisions, advertisement, distribution, pricing and marketing plans. In making domestic

, most value is placed on the third type, the collection of information on market, because other data are often used to from secondary sources available.

political stability of a country, cultural attributes and geography are among the types of information not usually collected by the services of the national marketing research, which are necessary but good assessment of a foreign market. This broad scope of international marketing research involves collecting and analyzing information that includes the following:

Economic : Data General economic growth, inflation, changes in the economic cycle and the business case for the Products Division, studies industry-specific economic analysis of economies overseas sea and the main economic indicators for the country and abroad sociological and political climate. A general review of non-economic conditions affect business. Besides the obvious issues as cultural differences, but also about the ecology, safety, recreation, and their potential impact on businesses in the division overview of market conditions. A detailed analysis of market conditions at the division faces, by market segment, including international summary of the technological environment. a summary of the state of the art for the activities of the division well ventilated product segment competitors. a review of market shares of competitors, market segmentation methods, products and strategies significantly (1997 and Samuel Craig) on International.

The process of marketing research and the international dimension

1Topic design and research problem

2.Research and plan

3 The data collection and measurement

4.The data analysis and interpretation

5.presentation

conclusions and the report

Source: Ghauri & Cateora (2006)

cons central research

central research is conducted when the researcher conducts research in two or more countries of the seat. decentralized research is done, if the researcher has the office of the company in each country, the research on the basis of guidelines Headquarters (Kumar, 2000)

Land Search behavior

This type of research is done , if there is a need for companies to research on a single foreign market (Kumar, 2000)

Multi-Country Research

Multi-country research, as the name suggests, requires research in

Market more than one country (Kumar, 2000)

What is the most important

complexity of the international marketing researchers face?

complexity of the research design:

Design Research International Marketing decisionsis complex than that in which one country is involved. Research in different countries means that much more attention is needed to both the equipment and the level of analysis, ie define countries with respect to groups of countries or regions or national markets as compared to segments of the global market and the extent of research. In addition, the definition of the problem must be examined whether there is a similar structure and relevant parameters, for example, if the products are the same across countries. (Samuel and Craig, 1997)

As countries are practical and most commonly used units of analysis because of the existence of political and organizational boundaries, and because many are on a secondary data from country to country, they may not be the best appropriate devices under the aspect of marketing (Douglas and Craig 1997)

The relevant respondents may vary by country. Example:. The role of women in the finance and insurance or traditional male purchases such as cars may vary from country to country

vary

* The analysis may be more complex when attention to the study of subgroups, and similar information from all countries concentrated.

difficulties in the comparability and equivalence

Considerable difficulties are likely to be encountered in the definition of equivalence and comparability of research in different countries, with primary and secondary methods of data collection and data. For example, data on the secondary registration of motor vehicles do not provide equivalent data between entreprises.De many concepts, tools and measurement techniques for primary data collection were developed and tested in the U.S. and Western Europe. Their relevance and applicability in other countries are far from clear. For reasons of comparability and equivalency and accuracy can be particularly critical when secondary data are gathered from the Internet. (Wind and Douglas 1982) To ensure the comparability of data management procedures have additional difficulties. In a country with some method of data collection, eg questionnaires, mail, allows for a degree of reliability in a different country, personal conversation rather than post-questionnaire, a reliability level of equivalence is known.

complexity of the coordination of research and data collection between countries:

The conduct of research in the international environment significantly increases the complexity of the research design and data collection. Research tools and methods for data collection should be harmonized as well. This can lead to considerable difficulties and coordination problems. This can cause significantly increase search costs and delays (and Samuel Craig, 1997).

complexity of the intra-functional nature of international marketing decisions

There are probably some complexity in the coordination of research are met within operational. For example, accounting or finance department may want to focus on profitability measures such as cash flow and return on investment (ROI), while marketing and sales. are more concerned with market share and revenue.

complex economics of international investment and marketing decisions:

The lack of familiarity with foreign environments and operations within these environments requires a lot of research, especially in the initial phase of entry, shall as an investment (1997 and Samuel Craig,) as current expenditures.

As international marketing differs from domestic marketing? ( pest analysis )

The process of international market research that the same disciplines as national research involves, has some differences from its home version.

The main differences are

• The national differences between countries as a result of political differences, legal, economic, social and cultural rights, and • The comparability of research results because of the differences

national differences

The most important factors that influence how people behave in different cultures.

Cultural Differences : Culture refers to widely shared norms or practices of a large group of people. It is defined as the values, attitudes, beliefs, artifacts and other meaningful symbols in the way of life adopted by people to interpret, evaluate and communicate, as represented members of society. The need for greater cultural awareness is reinforced in our global economy. Cross-cultural differences in areas such as language, etiquette, nonverbal communication, norms and values to cultural Schnitzer cross like the following marketing mix explained:

product : A soft drink was in Arab countries was introduced with an attractive label six-pointed stars on it. The Arabs interpreted this as pro-Israeli and refused to buy it. Another label was printed in ten languages, one of which was in Hebrew, again the Arabs did not buy (Payne Web site).

Price : A U.S. company has tried to get an acceptable price for their products from a Japanese buyer. The Americans have built a very detailed and gave what they felt was a reasonable price. After a few moments of silence, the Americans believed the Japanese offer would then sit down the price. There was more silence from the Japanese. The Americans said they would reduce their prices then one last time and it was the lowest they could go. The Japanese have accepted the offer after a short break. The Japanese later said the first prize was within an acceptable range, but they are accustomed to silence the proposal before it to consider its decision. The Americans lost a lot of profit by jumping the gun and believe that the Japanese react the same way as Americans (international business communication http://www.cba.uni.edu/buscomm/InternationalBusComm/blunders.htm ().

Location : try A well-known beverage company to introduce two-liter bottles of drinks in Spain, but have difficulty entering the market – they soon discovered that because the Spanish had little refrigerator doors, large enough to hold the bottle size (Payne, website) to place

Promotion . Concurrent Pepsi Pepsi Taiwan announced with the message “Come Alive with Pepsi” they had no idea it translated into Chinese would be like “Pepsi brings your ancestors the dead “

as racial differences . This would be related differences in physical characteristics of people in different countries such as types of hair care and cosmetic products in the U.S. are different from those needed in the Southeast Asia needed

C climate differences :… These include diseases such as the degree of range of precipitation and temperature in the foreign target market, for example, Bosch-Siemens had their washing machines with a min minimum rotation cycle of 1000 rpm and a maximum of 1600 U / min change in Scandinavia, due to irregular so in Italy and Spain on the other hand, take a spin of 500 rpm, since it is much sun (Stevens & Davis , 1997)

D. economic differences : The level of economic development can in a market on the desired characteristics of a product and in this way a company can tailor its products to local market needs inspiration. . be the height of the economic progress in a market can be assessed are set of instructions:

The level of income and purchasing power of local consumers :

This is the design and technical influence marketing of products exported. In wealthy countries, where economic progress is more advanced, consumers generally have a higher purchasing power and tend to purchase more sophisticated products with advanced features preferred. while the poorest markets interested in a simplified version of the product would be

The state of infrastructure in the market :

The overall level of quality of infrastructure in the country, consisting from elements such as transport, energy, communications, etc., can affect how the product is made, how it can bring about different conditions used. For example, if entered automaker Suzuki India, it was the suspension or the “street level clearance “of cars, the road conditions were bad

strengthen E. religious differences . Religion has a lot of impact on products, especially in ingredients that make them, for example, in Islamic countries, companies the export of products. Foods with beef must be a certification that the animals were slaughtered halal methods. Alcoholic beverages are prohibited in the Middle East. religious restrictions can therefore adapt products (Kumar, 2000.)

F. historical differences : The differences in the explanation of historical facts, as the game of cricket in England when the game of petanque in France, in contrast, these differences gradually over time, but have a profound effect on. . consumer behavior, for example, drinking Scotch Whisky to be representative and state in Italy, but the old and almost boring in Scotland

G. language differences (Kumar, 2000.): The language is a important aspect of research in international marketing, the improper use of language can will lead to the loss of market share. are found to be mistake intercultural. For example, American and British negotiators proposed even found at the bus stop at the American company that its ” table “especially important points. In the United States” not to be discussed, while at the same rate in Britain “to file a motion to bring to the table for discussion” (Ricks, 1999). means

H. Differences in actual and potential audiences : In countries like England and

Germany, it is possible to national samples small towns and villages can be included, because the distances are not great.. in Spain, the interviews can be conducted only in cities with a population of over 100,000 people, as the cost of the survey, people in small towns and villages is prohibitive (Kumar, 2000).

In addition, the international marketing researchers also address other factors such as differences are used in the products or services, the differences in the criteria for the assessment of product or service different markets and differences in market research facilities and capabilities.

The negative aspects of the normalization

Despite the advantages of standardization, there are a number of potential drawbacks to a standardization strategy. As Douglas and Wind (1987) pointed out, is the standardization of global marketing only under certain conditions possible. These include the existence of a global market, the potential synergies of standardization and availability of communication infrastructure and distribution companies with offers to target customers around the world. A major disadvantage of an approach is standardization, making it a production-oriented instead of customer orientation and competitor (Douglas and Wind, 1987) implies a product orientation is short-sighted and will byopic pressure and are likely to fail (Cateora, 1993. Laughlin et al, 1994) is more important .. are cultural differences and strategies of the competing external factors related to the standardization . marketing should be aware of and sensitive to the diversity of cultures in foreign countries in order to survive and thrive international markets. (Cateora 1993, Ricks, 1983)

personal Interviews Tends to be the main mode of collection of data outside of the United States and Canada (Monk, 1987). lower labor costs mean that the procedures are too personal cheaper than in the United States. In the Latin countries, especially in the Middle East, the investigators with a large Suspicion considered. In the Latin countries, where tax evasion is more common, investigators are often suspected of tax inspectors. In the Middle East, where the interviewers are always men, interviews are often conducted must be in the evening with women at home when husbands are home.

Mall Intercept Surveys have become very popular in the United States and Canada, usually not used in European countries or in developing countries.

Phone Interviews are not as advantageous in the international market research, that the low operating costs and poor telephone connections in some countries the coverage of telephone survey is based. In countries such as India, predominantly rural, the rate of telephone penetration is only 1 percent and telephone interviews, which may not to adopt the ideal method (Sopariwala, 1987). Even in relatively rich societies the UK, the telephone penetration is only 80 percent, and the phone interview is not widespread, because many practitioners still skeptical. In Great Britain and France, it falls Important Phone numbers response rates in the major cities. The countries of Eastern Europe and the countries in the new Commonwealth of Independent States have a poor telecommunications system. In these countries, conducting telephone interviews can not be a good idea.

Conclusion:

In the research complex varied and constantly evolving international environment of international marketing information to keep playing a crucial role in the management and in contact with the development of fluctuations in the market in the world

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RFERENCES

1) CS Craig and SP Douglas (1997) “The dynamics of change in consumer behavior: implications for cross-cultural research. ” International Journal of Marketing Research 14.379-395

2) Cateora, PR (1993), “International Marketing, Irwin, Boston, MA. Laughlin, JL, Norvell, DW and Andrus, DM (1994),” presbyopia Marketing ” , Journal of Marketing Theory and Practice, vol. 2, No. 4, p. 1-10.

3) Douglas, SP and Wind, Y. (1987), “The myth of globalization”, Columbia Journal of World Business, Winter, P. 19-29.

4). Cateora and Ghauri (2006), “International Marketing Research, 2nd edition McGraw-Hill.

5). Monk.M (1997) . Market research in Canada, the European Research “(November), 271-274

6) Kumar, V. (2000 ),..” research in international marketing” Upper Saddle River, NJ.. Prentice Hall

.

7) Stevens & Davis. (1997). Battle of the brands. Appliance (February), B21
Visionary Marketing, Lost in Translation. Retrieved 20th October 2005

Sopariwala (1987) election polls in the greatest democracy in the world :…. India, the European Research Area (August), 174-177

9) Ricks, A. (1999) Error in international affairs “, 3rd Ed Oxford. Blackwell Publishing

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