1. Chapter Six Global Marketing Research

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

3. Copyright © Houghton Mifflin Company. All rights reserved.6 - 3 The Scope of Global Marketing Research Three Broad Areas of Responsibility – Market Studies – Competitive Studies – Environmental Studies

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5. Copyright © Houghton Mifflin Company. All rights reserved.6 - 5 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

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

7. Copyright © Houghton Mifflin Company. All rights reserved.6 - 7 Figure 6.2: Managerial Approach to Comparative Analysis

8. Copyright © Houghton Mifflin Company. All rights reserved.6 - 8 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

9. Copyright © Houghton Mifflin Company. All rights reserved.6 - 9 The Research Process Problem Definition and Development of Research Objectives Determination of Data Sources Data Collection –Collecting Secondary Data Web Sites Commercial Organizations

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12. Copyright © Houghton Mifflin Company. All rights reserved.6 - 12 The Research Process (cont’d) Data Collection –Collecting Primary Data

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14. Copyright © Houghton Mifflin Company. All rights reserved.6 - 14 The Research Process (cont’d) Data Collection –Sample Selection

15. Copyright © Houghton Mifflin Company. All rights reserved.6 - 15 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

16. Copyright © Houghton Mifflin Company. All rights reserved.6 - 16 Research Techniques (cont’d) Analysis by Inference –Related Products –The Size of Related Markets –Related Environmental Factors –Analysis of Demand Patterns Multiple-Factor Indexes

17. Copyright © Houghton Mifflin Company. All rights reserved.6 - 17 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

18. Copyright © Houghton Mifflin Company. All rights reserved.6 - 18 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

19. Copyright © Houghton Mifflin Company. All rights reserved.6 - 19 Research Techniques (cont’d) Competitive Studies

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21. Copyright © Houghton Mifflin Company. All rights reserved.6 - 21 Research Techniques (cont’d) Environmental Studies

22. Copyright © Houghton Mifflin Company. All rights reserved.6 - 22 Developing a Global Information System Analyze Forces that Affect Industry Look for Global Industry Shifts Look for New Ways to Segment Markets

23. Copyright © Houghton Mifflin Company. All rights reserved.6 - 23 Source: Marketing News, August 19, 2002. Copyright © 20002 American Marketing Association. Used with permission.

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