Transcript MANAGEMENT TOOLS for IB

MANAGEMENT TOOLS
for IB
• Marketing Intelligence & IT for
decision Making
• Strategic Planning (V-MOST)
• International Marketing Research
INTERNATIONAL MARKETING
RESEARCH
• a study conducted to assist decision-making in more
than one country
• research that crosses national borders and involves
respondents and researchers from different countries
and cultures
7/17/2015
[email protected],
www.olegabriel.com
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Challenges
• overlooking cross-cultural market behaviour
• employing standardized research methodologies
across the international markets
• using English as a standard language for market
communication
• inappropriate sample selection
• misinterpretation of cross-country data
• failure to use locals to conduct field surveys
7/17/2015
[email protected],
www.olegabriel.com
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Cross-cultural marketing behaviour and
research
The collective programming of the mind which
distinguishes the members of one group or category
from the other
7/17/2015
[email protected],
www.olegabriel.com
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Comparison of cross-cultural behaviour
Power distance
• the degree of inequality among the people that are viewed
equitably
Individualism vs. collectivism
• the tendency of people to look after themselves and their
immediate family’s interests alone
Masculinity vs. femininity
• masculine societies, the dominant values emphasize work
goals such as earnings, advancement, and success
• feminine society are achievement of personal goals such as
quality of life, care for others, and friendly atmosphere
Uncertainty avoidance
• lack of tolerance of ambiguity and the need for formal rules
7/17/2015
[email protected],
www.olegabriel.com
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Comparison of cross-cultural behaviour
Cultural context
The context of a culture has crucial implications in
communicating and interpreting verbal and non-verbal
messages
Cultural homogeneity
• homophilous culture: countries where people share the
same beliefs, language, and religion
• heterophilous culture: countries that have a fair amount
of differentiation in language, beliefs, and religion
7/17/2015
[email protected],
www.olegabriel.com
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Process
Problem dentification
Decide Research
Methodology
Workout Information
Requirement
Identify Sources of Information
(Both Primary and Secondary)
Prepare Research
Design
Collect Primary Information
Analyse Information
Evaluation and Interpretation
7/17/2015
[email protected],
www.olegabriel.com
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International marketing research and
marketing decisions
Marketing mix decision
• product policy
Type of research
• focus groups and qualitative research to generate ideas
for new product
• survey research to evaluate new product ideas
• concept tasting, test marketing
• product benefit and attitude research
• product formulation and feature testing
7/17/2015
[email protected],
www.olegabriel.com
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International marketing research (contd)
Marketing mix decision
Pricing distribution
Type of research
• pricing sensitivity studies
Marketing mix decision
Distribution
Type of research
• survey of shopping patterns and behaviour
• consumer attitudes toward different store types
• survey of distributor attitudes and policies
7/17/2015
[email protected],
www.olegabriel.com
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International marketing research
(contd)
Marketing mix decision
Advertising
Type of research
• advertising pre-testing
Marketing mix decision
Advertising post-testing, recall scores
Type of research
• surveys of media habits
7/17/2015
[email protected],
www.olegabriel.com
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International marketing research
(contd)
Marketing mix decision
• Sales Promotion
Type of research
• surveys of response to alternative types of promotion
Marketing mix decision
Sales force
Type of research
• tests of alternative sales presentations
7/17/2015
[email protected],
www.olegabriel.com
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Emic vs. Etic dilemma
Finally
EMIC
Holds that attitudes, interests, and behaviour are
unique to a culture and best understood in their own
terms, and emphasizes studying the research problem
in each country’s specific context
ETIC
Emphasizes identifying and assessing universal
attitudinal and behavioural concepts and developing
‘pan-cultural’ measures
7/17/2015
[email protected],
www.olegabriel.com
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