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International marketing managment

International marketing managment

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Published by: lopaevil on Mar 25, 2010
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International marketing management
PART A: International marketing research processIntroduction
During the past two decades, the world has become more and more global, asdomestic markets have become saturated. With by world become smaller and smaller,economy growth is faster than before, companies have become more international. Infact, a firm initially considers marketing to the world, knowledge of world markets is
International marketing management
the first need, including different languages, currencies, culture and customs.Marketing decisions were made by knowing the environment. Firms need domarketing research before getting into international marketing. They must follow process of marketing research step by step to get feasible and intelligent decision inthe international marketing. However, international marketing may meet difficultiesthat are rare in domestic marketing research. As the Koteler et al, (2002) said‘statement of the problem a research objectives guides the entire research process.The manager and researcher should put the statement in writing to be certain that theyagree on the purpose and expected results of the research.’ The purpose of this essayis to explain the international marketing research process, and find out the problems ininternational marketing research process with difference examples.
International marketing research process
Marketing research is the function linking the consumer, customer and public to themarketer through information-in formation used to identify and define marketingopportunities and problems; to generate, refine and evaluate marketing actions; tomonitor marketing performance; and to improve understanding of the marketing process. (Koteler et al, 2002) As companies contemplate the global marketplace, theymust consider how domestic market research differs when conducted ininternational markets. (Terpstra and Sarathy 2001)Marketing research process is the sequence of activities and events involved inundertaking a marketing research project. (Wilson 2003). The process of internationalmarketing research shares many commonalities with its domestic counterpart, namelythe familiar steps of problem definition, methodology design, fieldwork, and finalreport and recommendations. The major differences between the two involvedisparities that spring from political, legal, economic, social, and cultural differencesacross countries, and the problem of comparability of research results (Kumar, 2000).
International marketing management
Ghauri and Kotler (2006) point out the marketing research process should follow fivesteps. A flow diagram of the international marketing research process is shown as below:The process The International dimension
Ensure comparability of conceptsDetermine scopeCheck the influence of culture Identify comparability differencesSelect methodology with minimum comparability problemsCheck practical issues – budget, time, etc.
Attach weight to eliminate cultural differencesIdentify local biasesCheck reliability of dataCheck understanding of scales for comparabilityThink of international readers and communicate accordinglyWatch for language and terminologyAvoid culturally offensive conclusionsCheck implications for different marketsWatch for comparability issuesEnsure that unexpected findings are not due to local biasesAdjust interpretation level to different countries/ cultures/markets1. Topic and research problem3. Data collection andmeasurement2. Research design and plan4. Data analysis and interpretation5. Presentation of the findings andreport

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