Global

Marketing
& Surveys
Stephenie Tuntland
MKT320
February 13, 2020
Presentation
Outline

What is Global Market

Research?
Multinational vs Global
Issues Global Marketers Face
with Surveying
Worldwide Marketing Plan
Summary
 GLOBAL MARKET
RESEARCH

"Project specific,
systematic gathering
of data" on a global
scale
MULTINATIONAL GLOBAL
Responsibility for Responsibility for
research is research is delegated
delegated to the to operating
subsidiaries but overall
operating subsidiary
responsibility and
control of research
remains a
headquarters function
 Hilton
McDonald's
Hotels
Examples of
Multinational
and Global
Companies
American
Apple
Express
What are some
Comparability
issues faced by
the Global
Allocation of
Market Resources
Researcher
while using a Varying
survey? Interpretations
of Questions
Comparability

EMIC ANALYSIS ETIC ANALYSIS

• Studying a culture • Detached perspective
from within, using its that is often used in
own systems of comparative or
meaning and values multicountry studies
• Inferences are made • Increases
subjectively comparability but
loses percision
Allocation of Resources
Individual Awareness
• Each country must be aware of
the research carried out around
the world
• Be involved in influencing the
design of their own country's
research and overall research
program
Synthesis of Information
• Director of Worldwide Research is
responsible for overall design
• Must synthesis the entire world's
inputs to produce a coordinated
research strategy and generate
information needed to achieve
global sales and objectives
 Worldwide Marketing Plan
Research Objective Country Cluster A Country Cluster B Country Cluster C

Identify Market Potential X

Appraise Competitive Intentions X X

Evaluate Product Appeal X X X

Study Market Response to Price X

Appraise Distribution Channels X X X

 Varying
Interpretations
United States
1= Least/Worst
10= Most/Best
Germany
1= Most/Best
10=Least/Worst
McDonald’s
Australia India
• Used commercials to • Cultural restrictions on beef
give McDonald's a • Many Indians are vegetarians
makeover • “McAloo tikki”: deep fried
• Nicknamed McDonald’s spicy potato patty
“Macca’s” • “Chicken Maharaja Burger”
• “100% Aussie Burger”,
“Brekkie Wraps”,
“Macca’s Steak”
“We are listening more
and assuming less, asking
questions and getting
answers” –Jessica
DeVlieger, 2016