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).