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Chapter 2

Chapter 2. Marketing Research in the International Environment. Strategies to be clarified: What markets and target segments will be entered? What mode of entry should be adopted? What should be the timing of the entry? What is method of allocation of resources?

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Chapter 2

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  1. Chapter 2 Marketing Research in the International Environment

  2. Strategies to be clarified: • What markets and target segments will be entered? • What mode of entry should be adopted? • What should be the timing of the entry? • What is method of allocation of resources? • How to establish a control system to monitor • performance?

  3. Role of Research • in • International Marketing Strategy Formulation • Market Definition: In the marketing of industrial products, the following levels of marketing definition can be identified: • - customer level (micro-market) • - segment level (macro-market) • - country level (national) • - global level (worldwide market being the aggregate of markets on a segment or country level)

  4. Market Decision Process • The market decision process to evaluate target customer at the SBU level would involve the following: • Analysis of demand(customer’s requirement) • Analysis of competition offerings(differentiation analysis) • Setting of objectives (micro-market share, volume profit) • Definition of strategy • Planning • Implementation • Control and evaluation

  5. Issues Specific to International Marketing Research • Globalization: Marketing achievement is assessed in terms of achieving the right balance between integrated central marketing and strategic thinking and a flexible and more decentralized marketing approach adapted to national cultures. • Example: United Distillers and McDonald’s.

  6. Issues Specific to International Marketing Research (contd) • Complexity:Gaining familiarity with systems, structures and cultures radically different from one’s own is a complex maneuver. Companies have to restructure, assign their best people to co-ordinate international marketing, advertising, media and research activities.

  7. Issues Specific to International Marketing Research (Contd) • Major Decisions:The task of marketers in an international • setting is far more complex and multidimensional than that of • domestic marketers. Example: Adoption of Pan European • media approach by Unilever, Purchase of shares in British • Rail by SNCH • Fragmentation:Specialists and centralized market research • are becoming fewer and smaller. Example: traditional IT • industries are restructuring, reducing head-office staff and • dealing directly with customers.

  8. Issues Specific to International Marketing Research (Contd) • Speed and Actionability:As information is more extensive and complex, clients need to have a much greater degree of analysis of that information. But speed and actionability cannot be compromised.

  9. Complexity of International Marketing Research • Quality issues :Are more complex for international research suppliers than for those working solely within national markets. • Inadequate measures of comparability: There are a variety of standards used in different countries • Decentralization vs. Centralization: A balance between the two has to be reached according to the needs of the organization • Lack of adequate facilities abroad: Research conditions and facilities vary from country to country

  10. Characteristics of IMR Problems • Heavy behavioral and relationship orientation: Both the organization and the elements in its environment try to exert control over each other. • Reflection of the complexity of the environment : Degree of competitive production, marketing, technical, and regulatory variations and the number of relationships with multiple groups within and outside the organization reflect the degree of complexity in organizational environment. • Lack of structure:Behavioral interaction is necessary to reduce uncertainty and to define the environment. Complex unstructured problems cannot be studied easily.

  11. Characteristics of IMR Problems • Cost: • New clients that keep entering the field of IMR may be • reluctant to pay premium fees charged by major international networks. • Medium-sized companies must have comparable levels of quality control to stay competitive. • Equivalence:Acceptable and consistent quality standards must be maintained. • Personnel: Technological Resources • Personnel Resources • Systems

  12. Information on IMR Industry • Of top 25 global firms, 15 are based in the US • $6.6 billion in revenues by top 25 for 1997 • Up 9% over 1996 • Large European conglomerates looking for • acquiring US firms

  13. Coordination of Research: • Adapting to client organization structures • Adapting to the culture, history, and • development of foreign markets • Using comparable but truly relevant • techniques • Thorough understanding of subcontractors

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