1 / 10

International Marketing Research: A Management Briefing Written By: T. Davis and R. Young

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.

torn
Télécharger la présentation

International Marketing Research: A Management Briefing Written By: T. Davis and R. Young

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

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

  2. 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.

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

  4. 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.

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

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

  7. Anything wrong?

  8. 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

  9. 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

  10. Sources • http://www.joke-archives.com/dictionaries/badads.html • http://www.parkerpen.com/sanford/consumer/parker/jhtml/index.jhtml • http://www.snapple.com/ • http://www.i18nguy.com/translations.html#clairol

More Related