International Marketing Research: A Management Briefing Written By: T. Davis and R. Young Presented by: Alexandra Lucio

Overview Products and marketing campaigns usually need to be adapted overseas. Standardized marketing research is not enough to gain insights. Differences in cultures across countries are too large to ignore. The lack of adequate research often results in business failure.

Marketing Mix: Product Product might lack acceptability in some countries. Packaging can be another source of problems.

Marketing Mix: Pricing Some companies price their products at the currency equivalent of the domestic price. Others price too high to recover extra expenses. Others price low hoping for future profits.

Marketing mix: Place Most important international business decision: Established wholesale, retail or direct sales network Piggyback on others firms’ distribution systems Build own channels

Marketing Mix: Promotion Important to understand branding, selling, advertising and promotion practices. “Are you lactating?” U.S: “It won’t leak in your pocket and embarrass you.” Mexico: “It won’t leak in your pocket and make you pregnant.”

Anything wrong?

Difficulties with global marketing research More diverse research projects: language, religion,race… More unknowns: market conditions Data collection methods Longer completion time Higher costs Restrictive laws

Proposal for improving global marketing research Make extensive use of secondary sources Seek help from government agencies Appoint singe market research coordinator Use alternative data collection methods Use start-up offices as research labs

Sources archives.com/dictionaries/badads.html sumer/parker/jhtml/index.jhtml ml#clairol