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Developing a Global Vision Through Marketing Research

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Pearl Santiago

on 2 August 2014

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Transcript of Developing a Global Vision Through Marketing Research

Developing a Global Vision Through Marketing Research
Chapter 8
Marketing Research
Breadth and Scope of International Marketing Research
Unisys Corporation’s planning steps for collecting and assessing the following types of information

Economic
Cultural, sociological; and political climate
Overview of market conditions
Summary of the technological environment
Competitive situation

The Research Process
Research process steps
Define the research problem and establish research objectives
Determine the sources of information to fulfill the research objectives
Consider the costs and benefits of the research effort
Gather relevant data from secondary or primary sources, or both
Analyze, interpret, and summarize the results
Effectively communicate the results to decision makers

Attitude
The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

International Marketing Research
Is the systematic design, collection, recording, analysis, interpretation, and reporting of information pertinent to a particular marketing decision facing a company operating internationally.
What you should learn from Chapter 8?
The importance of problem definition in international research
The problems of availability and use of secondary data
Quantitative and qualitative research methods
Multicultural sampling and its problems in less developed countries
Sources of secondary data
How to analyze and use research information

3 important factors
Language
Religion and Lifestyle
Attitude
Language
Prefer products addressed in their own language
Knowledge of local language helps them market
Language
If companies have the knowledge of local language...
Customers
feel familiarity when others speak their language
more easily
to close
Language
Companies
infer the implied info
prevent it
from making mistakes
sending...
sending...
Learn foreign
culture and characteristics
of customer.
Religion and Lifestyle
Religion
Lifestyle
Religion and Lifestyle
What comes to your mind when it comes to food...
Islam?
India?
Islam
India
Religion and Lifestyle
Religion
=
Lifestyle
"McDonalds"
L
a
n
g
u
a
g
e
Lifestyle
open
24 hours
Lifestyle
Language
Website uses local language
Attitude
Being judge as
"junk food"
Top 20 Countries for
Marketing Research Expenditures
Exhibit 8.1
THANK YOU FOR LISTENING!!! =)))
GOD BLESS
Cristine Pearl Dimacali Santiago
Full transcript