1. ECONOMIC ENVIRONMENTAL SCANNING AND MARKETING RESEARCH
Economic institutions
Levels of trade integration
Marketing Research
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 1

2. Economic Institutions
World Trade Organization (WTO)
World Bank
International Monetary Fund (IMF)
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 2

3. Levels of International Economic Integration
Text, p. 158
Political Union
Economic Union
Common Market
Free Trade Area
Preferential
Trading Agreement
(Tariff concessions on
select items)
Increasing
Integration
(Free trade among members)
(Common External Trading Policy)
(Harmonization of economic policies)
(Complete political and economic integration)
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 3

4. Levels Preferential Trading Agreement Free Trade Area Customs Union
Common Market
Economic Union
Political Union
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 4

5. MARKETING RESEARCH: COUNTRY AND CONSUMER
Country research
Primary vs. secondary marketing research
Issues in secondary marketing research
Sources
“Hard” vs. “soft” data
Reliability
currency
credibility
comparability
Cost
Primary research methods
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 5

6. Country Research Issues
Political
Stability
Terrorism
Physical Environment
Climate
Infrastructure
Sociocultural environment
Economic environment
Regulatory environment
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 6

7. Some Sources of Information --Books and Indices
World almanacs
Statistical Abstracts of the United States
Government publications
Country-specific books
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 7

8. Useful Periodicals Heavily internationally focused
Economist
Journal of Commerce
Forbes
Business America (U.S. Dept. of Commerce)
World Press Review
Some international coverage
Wall Street Journal, New York Times, Washington Post
Business Week, Fortune
Time, Newsweek
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 8

9. Other Academic country specialists (e.g., anthropologists, economists)
Consultants
Expatriates
Own experience
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 9

10. “Hard” vs. “Soft” Data “Hard” data--usually quantitative--examples:
Gross national product
Per capita expenditure on food
Average number of years of school completed by population
Product penetration levels (e.g., percentage of households having microwave ovens)
“Soft” data
Country history
Laws and enforcement--theoretical vs. reality
Culture and tradition
“How things are done”
Meaning of behaviors--why are people late?
Attitudes toward products/motivations for usage
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 10

11. Data Availability and Reliability
Availability/ ability to collect data
Motivations for releasing data
Wishful thinking vs. reality
The Web--accessible to any fool or group
Comparability of data/Arbitrary differences in measurements
Recency--is the data up-to-date?
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 11

12. Cost of Data Much “raw” data is free from Commercial directories
U.S. Gvt.
United Nations
Research institutions
Commercial directories
Consulting services
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 12

13. Some Cultural Variables Among Countries
Religion
Value system
Norms
Aesthetics
Language
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 13

14. International Marketing Research Process
Text, p. 200
Problem
Identification
Preparation of
Research Design
Selection of
Research Method(s)
Primary Data
Collection
Determination of
Information Requirements
Analysis
Info Source Identification
(Primary and Secondary)
Evaluation and
Interpretation
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 14

15. Equivalences in International Market Research
Construct
Functional—how product is used
Conceptual—interpretation of objects
Classification/ categorization
Measurement
Calibration (e.g., number of scale points)
Translation (e.g., specificity of family relationship terms)
Sampling
Comparability
Representativeness of population
Data analysis
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 15

16. Issues in Primary Research
Social desirability/ willingness to “stand out” ---> need to adjust data
Willingness to criticize products
Familiarity with being surveyed
Language/translation
New technologies (e.g., scanner data) --usually less well developed than in the U.S.
Reachability of respondents
Selection of appropriate respondent
MKTG ENVIRONMENTAL SCANNING Lars Perner, Instructor 16