Transcript International Marketing Research: A Management Briefing Written

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.
Differences in cultures across countries are
too large to ignore.
The lack of adequate research often results in
business failure.
Marketing Mix: Product
Product might lack
acceptability in some
countries.
Packaging can be
another source of
problems.
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.
Marketing mix: Place
Most important international
business decision:
Established wholesale, retail or direct
sales network
Piggyback on others firms’ distribution
systems
Build own channels
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?”
Anything wrong?
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
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
Sources
http://www.jokearchives.com/dictionaries/badads.html
http://www.parkerpen.com/sanford/con
sumer/parker/jhtml/index.jhtml
http://www.snapple.com/
http://www.i18nguy.com/translations.ht
ml#clairol