international

MARKETING

Ho thi hai thuy

Foreign trade university,
ho chi minh city campus
 NG
TI
KE
AR
M
AL
ON
TI
NA y
E R hu
iT
NT iH a
I o Th
H
CHAPTER 2:
THE INTERNATIONAL
MARKETING ENVIRONMENT
content
content
Market selection process
Steps 1 and 2: defining criteria and developing
segments
Step 3: screening of segments (markets/countries)
+ Step 3: screening of segments (markets/countries)
Preliminary screening
 Step 3: screening of segments
+ (markets/countries)
Fine-grained screening
Fine-grained screening
content
DEFINITION

The systematic design, collection,

analysis, and report of data
relevant to a specific marketing
situation facing an
organization.
 Breadth and scope of international marketing
research

The basic difference between domestic and foreign market

research is the broader scope needed for foreign
research, necessitated by higher levels of uncertainty.
Breadth and scope of international marketing research
(Information needs)
 Breadth and scope of international marketing research
(Information needs)
MARKETING RESEARCH PROCESS
Determine the sources of information to fulfill the research
objectives
Source of secondary data
Globalegde.msu.edu
https://www.theglobaleconomy.com/
Proquest
https://www.fitchsolutions.com/
https://www.doingbusiness.org/en/reports/
global-reports/doing-business-2020
https://www.statista.com/
Problem of secondary data
Source of primary data
Problems of Gathering Primary Data
issues in international market research
Construct equivalence: the meaning of a concept may vary across countries
(concepts are bound, e.g. beauty, wealth, trust)
Measurement equivalence: a method of measurement that works well in one cultural
environment may not work well in another
- Units of measurement may vary in countries (phone/email survey)
- Translation of verbal and non-verbal language may differ
- The meanings respondents attached to each point in the scale
Sampling equivalence: the ability to identify an equivalent population sample to test
in two countries.
Managing the Cultural Barrier in International
Marketing Research
content
Select entry mode
Examples of the different market entry modes in the consumer market
 Export mode
• Firm does business overseas without investing in owned assets and own human
resources in target market.
• Sell produced products into foreign markets through local independent agents or
directly to customers

Figure 9.1 Export modes

Intermediate modes
Intermediate modes
Intermediate modes
Intermediate modes
Intermediate modes
Intermediate modes
 2.3. Hierarchy mode
The firm owns and controls the foreign entry mode/organization
 2.3. Hierarchy mode
Establishing wholly owned subsidiaries
Factors affecting the foreign market entry mode
decision