Transcript Why is International Market Research So Important?

Why is International Market
Research So Important?
Kaitlan Locke
Kiersten Sambrailo
Jill Sawatzky
Why Market Research?
• To learn what you can hope to accomplish
• To learn what not to do and avoid cross
cultural blunders
International vs. Domestic
• May use product differently
• Respond to marketing differently
• The smallest details can influence your success
Advertising Translation Errors
Pepsi
Gerber
Electrolux
Schweppes Tonic Water
Matsushita Electric
Locum
How to Avoid These Blunders
• Schedule more time for market research prior
to any international launch
• Diversify your market research channels
• Use web marketing to stimulate international
market feedback
• Question everything possible
• Be methodical
Relation to Class
• Translation issues
• Global marketer’s dilemma
• Adapting to local markets
Offer the same
product,
marketing, and
advertising
everywhere?
Adapt the product,
marketing, and
advertising to each
society?
Sources
• http://cindyking.biz/why-is-international-marketresearch-so-important/
• http://baetzler.de/humor/ads_gone_wrong.html
• http://ohsunews.com/?p=29
• http://www.kids-nfun.com/coloringpages/kleurplaat_WoodyWoodpecker_90.aspx
• http://www.uselog.com/2005/10/nothing-sucks-likeelectrolux.html
• http://cnettv.cnet.com/poison-baby-food/9742-1_5350018415.html
• http://www.businessadministration.org/blog/60unintentionally-offensive-business-and-product-names