www.nataliaceruti.com · contact@nataliaceruti .com Global Marketing Doing Business in Latin America 5. Marketing Research This presentation (and extra material) belongs to Natalia Ceruti´s Global Marketing Course, within the Leading the Way to Success in Latin America Program. Should not be copied, nor reproduced, in full or in parts, without Natalia Ceruti´s permission. www.nataliaceruti.com · contact@nataliaceruti .com Global Marketing Research • International marketing research involves two complications • Information must be communicated across cultural boundaries • The environments within which the research tools are applied are often different in foreign markets Marketing Research is the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. www.nataliaceruti.com · contact@nataliaceruti .com Global Marketing Research • Types of information needed by research • General information about the country, area, and/or market • Information to forecast future marketing requirements byy anticipating social, economic, consumer, and industry trends within specific markets or countries • Specific market information used to make and develop marketing plans • Product • Promotion • Distribution • Price decisions www.nataliaceruti.com · contact@nataliaceruti .com Kraft - Oreo
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This presentation (and extra material) belongs to Natalia Ceruti´s Global Marketing Course, within the Leading the Way to Success in Latin America Program. Should not be copied, nor reproduced, in full or in parts, without Natalia Ceruti´s permission.
• Types of information needed by research • General information about the country, area, and/or market• Information to forecast future marketing requirements byy
anticipating social, economic, consumer, and industry trends within specific markets or countries
• Specific market information used to make and develop marketing plans• Product• Promotion• Distribution• Price decisions
• Unisys Corporation’s planning steps for collecting and assessing the following types of information1. Economic2. Cultural, sociological; and political climate3. Overview of market conditions4. Summary of the technological environment5. Competitive situation
• Most countries simply do not have governmental agencies that collect on a regular basis the kinds of secondary data readily available in the U.S.
• Researchers’ language skills impede access to information• Requires native speaker of language
• Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data• Less-developed countries prone to optimism• Willful errors• “Adjusted reporting”
• As companies become global marketers and seek to standardize various parts of the marketing mix across several countries, multicultural studies become more important
• Multicultural research involves dealing with countries that have different languages, economies, social structures, behavior, and attitude patterns
• In some cases the entire research design may have to be different between countries to maximize the comparability of the results
• The foreign market researcher must posses three talents to generate meaningful marketing information:1. The researcher must posses a high degree of cultural
understanding of the market in which research is being conducted.
2. A creative talent for adapting research methods is necessary.
3. A skeptical attitude in handling both primary and secondary data is helpful.
• The basis objective of the market research function is providing management with information for more accurate decision making.
• Customer attitudes about providing information to a researcher are culturally conditioned.
• Foreign market information surveys must be carefully designed to elicit the desired data and at the same time not offend the respondent’s sense of privacy.