Chapter Six Global Marketing Research. Copyright © Houghton Mifflin Company. All rights reserved.6 - 2 Figure 6.1: International Marketing Research and.

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Presentation transcript:

Chapter Six Global Marketing Research

Copyright © Houghton Mifflin Company. All rights reserved Figure 6.1: International Marketing Research and Analysis

Copyright © Houghton Mifflin Company. All rights reserved The Scope of Global Marketing Research Three Broad Areas of Responsibility – Market Studies – Competitive Studies – Environmental Studies

Copyright © Houghton Mifflin Company. All rights reserved.6 - 4

Copyright © Houghton Mifflin Company. All rights reserved The Importance of Global Marketing Research Provides the Necessary Information to Avoid Costly Mistakes Due to: –Complexity of the International Market –Extreme Differences Among Countries –Lack of Familiarity with Foreign Markets

Copyright © Houghton Mifflin Company. All rights reserved Challenges in Planning Global Research Five Principal Challenges –Complexity of Research Design –Lack of Secondary Data –Costs of Collecting Primary Data –Coordination of Research and Data Collection Across Countries –Establishing Comparability and Equivalence

Copyright © Houghton Mifflin Company. All rights reserved Figure 6.2: Managerial Approach to Comparative Analysis

Copyright © Houghton Mifflin Company. All rights reserved Conceptual Framework: The Comparative Analytic Approach (cont’d) Viewing the Market as a Function of the Environment –Understanding the Marketing Environment Physical Variables Social/Cultural Variables Economic Variables Regulatory Variables Analyzing Environmental Variables

Copyright © Houghton Mifflin Company. All rights reserved The Research Process Problem Definition and Development of Research Objectives Determination of Data Sources Data Collection –Collecting Secondary Data Web Sites Commercial Organizations

Copyright © Houghton Mifflin Company. All rights reserved

Copyright © Houghton Mifflin Company. All rights reserved

Copyright © Houghton Mifflin Company. All rights reserved The Research Process (cont’d) Data Collection –Collecting Primary Data

Copyright © Houghton Mifflin Company. All rights reserved

Copyright © Houghton Mifflin Company. All rights reserved The Research Process (cont’d) Data Collection –Sample Selection

Copyright © Houghton Mifflin Company. All rights reserved Source: Reprinted from Internationalization of Business, 2nd edition, by Richard D. Robison, p. 36. Copyright © 1984 with permission of the author. Figure 6.3: Market Potential and Sales Potential Filter

Copyright © Houghton Mifflin Company. All rights reserved Research Techniques (cont’d) Analysis by Inference –Related Products –The Size of Related Markets –Related Environmental Factors –Analysis of Demand Patterns Multiple-Factor Indexes

Copyright © Houghton Mifflin Company. All rights reserved Research Techniques (cont’d) Ford Motor’s Analysis for Overseas Tractor Business Country AttractivenessCompetitive Strength Market Size Market Growth Rate Government Regulations –Price Controls –Nontariff Barrier –Local Content Economic and Political Stability –Inflation –Trade Balance –Political Stability Market Share Product Fit Contribution Margin –Profit per Unit –Profit %, Net of Dealer Cost Market Support –Quality of Distribution System –Advertising versus Competition

Copyright © Houghton Mifflin Company. All rights reserved Source: Gilbert D. Harrell and R. O. Kiefer, “Multinational Strategic Market Portfolios,” MSU Business Topics, Winter 1981, p. 13. Reprinted by permission. Figure 6.4: Key-Country Matrix

Copyright © Houghton Mifflin Company. All rights reserved Research Techniques (cont’d) Competitive Studies

Copyright © Houghton Mifflin Company. All rights reserved

Copyright © Houghton Mifflin Company. All rights reserved Research Techniques (cont’d) Environmental Studies

Copyright © Houghton Mifflin Company. All rights reserved Developing a Global Information System Analyze Forces that Affect Industry Look for Global Industry Shifts Look for New Ways to Segment Markets

Copyright © Houghton Mifflin Company. All rights reserved Source: Marketing News, August 19, Copyright © American Marketing Association. Used with permission.

Copyright © Houghton Mifflin Company. All rights reserved