ZeePedia buy college essays online


International Marketing

<<< Previous INTERNATIONAL MARKETING RESEARCH PROCESS:Issues with primary global research: Next >>>
 
img
International Marketing ­ MKT630
VU
Secondary data may be readily available and may also be cheaper than primary research. International
marketers, however, need to very carefully evaluate the relevance, objectiveness and timeliness of the
secondary data. Following aspects about the secondary data need to be evaluated for use in any
international marketing research;
­
Secondary data:
· what was the purpose of study?
· who collected the information?
· what information was collected?
· how was the information obtained?
· how consistent is the information with other information?
­
Data quality:
· timeliness, accuracy, relevance
Issues with secondary research:
Accuracy of data may vary due to variation in definitions of various variables
·
·  Quality and reliability of information may also be compromised by the mechanisms that were used to
collect them
·  International trade statistics do not cover cross-border & undocumented activities
·  Comparability of data across countries is constrained as different resources on a given item produce
contradictory information
·  One way to reconcile these differences is to triangulate - obtain information on the same item from at
least three different sources and speculate on possible reasons behind these differences
·  Comparability of data may also be hindered by the lack of functional or conceptual equivalence -
functional equivalence refers to the degree to which similar activities or products in different
countries fulfill similar functions - conceptual equivalence reflects the degree to which a given
concept has the same meaning in different environments
·  Finally, in many developing nations, secondary data are very scarce. Information on retail and
wholesale trade is especially difficult to obtain
Lesson # 20
INTERNATIONAL MARKETING RESEARCH PROCESS
Primary Data Collection
Primary data:
· Data collection
­ sample must be representative of the population
­ questions must be appropriate to various cultural and social backgrounds of the
respondents
­ data collection process must be feasible in every international market
· Execution
­ controls need to be decided and implemented so that the data collection may be correctly
implemented
­ cross-check information from various sources for relevance & accuracy
57
img
International Marketing ­ MKT630
VU
Issues with primary global research:
· Sampling problems arise out of biased respondents, difficulties in reaching to the respondents, non-
availability of accurate telephone and street directories
· Different languages and cultural variations cause translation and meaning problems
· Even if the interviewee is successfully reached, there is no guarantee that he or she will cooperate
and furnish the desired information. There are also different reasons for nonresponse - may be due to
culture, govt. control, attitude towards privacy, inexperienced researcher etc.
· A focus group is a loosely structured free-flowing discussion among a small group of target
customers facilitated by a professional moderator - moderators need to be culturally sensitive and
familiar with the local language and social interaction patterns
· Questionnaires need to fulfill the criteria of conceptual, functional, translation and scalar equivalence
· Two procedures often used in practice to avoid sloppy translations are back-translation and parallel-
translation
· Sampling plan has added complexity in international research - there may be absence of sampling
frames and various cultural hurdles - desired sample sizes and criteria of target population also varies
· Viable contact methods also vary due to prevailing cultural norms in different countries
· Collection of information is affected by courtesy, social desirability and other biases
58
Table of Contents:
  1. OVERVIEW OF INTERNATIONAL MARKETING:Domestic marketing, Multinational marketing, Globalization of markets
  2. INETRNATIONAL MARKETING PROCESS:Situation Analysis, Implementation and Control, Relationship
  3. INETRNATIONAL MARKETING PROCESS:The Product Concept, The Societal Marketing Concept
  4. INETRNATIONAL MARKETING PROCESS
  5. ENGAGING IN INETRNATIONAL MARKETS:Expansion of technology, Merchandize export and import
  6. INTERNATIONAL TRADE & INVESTMENT THEORIES:Theory of Comparative Advantage, Country Similarity Theory
  7. INTERNATIONAL TRADE & INVESTMENT THEORIES:Global Strategic Rivalry Theory,
  8. INTERNATIONAL MARKETING INFORMATION REQUIREMENTS:Foreign exchange info
  9. INTERNATIONAL MARKETING INFORMATION REQUIREMENTS:The Product
  10. FOREIGN NATIONAL ENVIRONMENTS:Political systems in the world, Political risks in international markets
  11. FOREIGN NATIONAL ENVIRONMENTS:Types of legal systems,
  12. FOREIGN NATIONAL ENVIRONMENTS:Conciliation, Mediation, Global relevance
  13. ROLE OF GOVERNMENTS IN INTERNATIONAL MARKETS:Industry-level needs, Promotion of exports by governments
  14. INTERNATIONAL CULTURAL AND SOCIAL ENVIRONMENTS:The concept of culture, Attitudes & beliefs,
  15. INTERNATIONAL CULTURAL AND SOCIAL ENVIRONMENTS:Culture is a human medium
  16. DETERMINING EXPORT POTENTIAL IN INTERNATIONAL MARKETS:Political Environment
  17. DETERMINING EXPORT POTENTIAL IN INTERNATIONAL MARKETS:Product Potential
  18. INTERNATIONAL MARKETING RESEARCH PROCESS:market structure, Implementing the research plan
  19. INTERNATIONAL MARKETING RESEARCH PROCESS:Identify alternative information sources
  20. INTERNATIONAL MARKETING RESEARCH PROCESS:Issues with primary global research:
  21. INTERNATIONAL MARKETING RESEARCH PROCESS:Problems with data, Comparative Analysis
  22. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Export intermediaries, Export and import management
  23. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Licensing contract, Licensing risks
  24. MODES OF ENTRY INTO INTERNATIONAL MARKETS:The franchiser’s balance,
  25. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Forms of countertrade, Specialized entry modes
  26. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Demand factors, Political factors
  27. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Drivers behind successful joint ventures
  28. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Distribution agreements, Critical mass & optimism traps
  29. INTERNATIONAL STRATEGIC ALLIANCES:Impetus for international alliances, Management of strategic alliances
  30. INTERNATIONAL CONSUMER MARKETS:Model of Consumer BehaviorThe Buyer Decision Process
  31. INTERNATIONAL BUSINESS MARKETS:Nature of buying unit, Major influences on international business buyers
  32. INTERNATIONAL TARGET MARKETING:Market segmentation, Market positioning
  33. INTERNATIONAL MARKET SEGMENTATION:Geographic, Behavioral, Situational factors
  34. INTERNATIONAL MARKET SEGMENTATION:Basis for country segmentation, Stages of economics development
  35. INTERNATIONAL MARKET SEGMENTATION:Cultural Variables,
  36. INTERNATIONAL MARKET SEGMENTATION:Market coverage strategy, Socio-economic variables
  37. INTERNATIONAL MARKETING MIX - PRODUCT POLICY:Individual product decisions, Branding
  38. INTERNATIONAL MARKETING MIX – PRODUCT POLICY:
  39. INTERNATIONAL MARKETING MIX - PRODUCT POLICY:Modular Approach
  40. INTERNATIONAL MARKETING MIX – PRODUCT POLICY:Issues in labeling, Pricing, Distribution
  41. INTRODUCING NEW PRODUCTS IN INTERNATIONAL MARKETS:The new product development process
  42. PRICING IN INTERNATIONAL MARKETS:Factors influencing international pricing,
  43. ITERNATIONAL MARKETING CHANNELS:Channel membership, Vertical marketing, Control over distribution
  44. PROMOTING IN INTERNATIONAL MARKETS:Advertising, Direct marketing, Public Relationing
  45. REVISION